The field of public relations has changed with the evolution of computers and the speed with which information can spread. However, the need for public relations to be clear, concise, and accurate while being completely appropriate for the situation has not changed however. In this comprehensive course, learn how to determine the type of information required, to approach PR strategically, create compelling releases, and manage your media relations.
You will spend the first part of the day getting to know participants and discussing what will take place during the workshop. Students will also have an opportunity to identify their personal learning objectives.
In this session, participants will explore what public relations is all about and why it is important.
This session begins with a checklist of essential elements for a PR plan. Then, individual steps of the plan (including defining the goal, selecting your strategy, and defining benchmarks) are covered. Students will also have an opportunity to practice creating a PR plan.
This session focuses on building a media image and creating strong, positive messages. Media kits are also covered.
Next, participants will learn what media guidelines are all about and how to choose a spokesperson.
In this session, participants will learn how to build relationships with the media. Topics include developing sound bites, answering tough questions, and what to do when you have no comment.
This session is all about writing a press release that gets your company noticed in the right way.
Next, participants will learn about a slightly different aspect of public relations: managing a crisis.
The final session of this course will explore the role of social media in public relations.
At the end of the course, students will have an opportunity to ask questions and fill out an action plan.
