Public Relations (PR) Foundations

Build the core skills and insights to elevate your strategic marketing communications savvy and spearhead impactful PR initiatives that get results.

Introduction

• Building a strong PR program

1. Executing an Integrated Approach to PR Planning

• Building your PR plan
• Developing your PR messaging
• Using a media mix in your PR strategy
• Building media relationships
• Setting attainable PR goals and objectives

2. Demonstrating Impact: Quantifying and Communicating PR Value

• Tying PR to your business goals
• Quantifying PR measurement
• Showcasing PR achievements to executives

3. Assessing Your PR Campaigns

• Applying audits: The "fix and forward" approach
• Assessing PR campaigns to improve future impact
• Explore techniques to surface rich customer insights

4. Creating the Right Content for Modern PR

• Tailoring your PR content for social media
• Identifying and countering misinformation in your PR
• Exploring the rising relevance of AI to PR
• Focusing on data privacy and security with your PR
• Creating ethical benchmarks in PR

5. Navigating a Crisis: Best Practices for PR Professionals

• Distinguishing between issues and crises: Choosing the right response
• Building a community: Rallying support ahead of challenges
• Building a crisis response team for social media firestorms
• Building a comment response chart
• Engaging with media during a crisis

Conclusion

• Next steps