Public Relations (PR) Foundations

Course details

Public relations (PR) is a vital function for brand visibility, reputation management, and strategic communication. In this comprehensive PR Foundations course, Deirdre Breakenridge—CEO at Pure Performance Communications—breaks down the core concepts and processes to plan a solid communications strategy. Learn to define your goals and understand your audience. Explore ways to channel messaging across media, assess impact, and navigate a crisis. This course empowers you with the core skills and insights that you need for your marketing communications.

Learning objectives
Develop data-driven PR strategies.
Create high-impact messaging and content campaigns.
Implement performance measurement and analytics.
Leverage technology and AI in PR practice.
Execute integrated channels outreach.
Foster community relationships and trust.
Navigate PR crises.

Concepts

0. Introduction

01 - Building a strong PR program

1. Executing an Integrated Approach to PR Planning

02 - Building your PR plan
03 - Developing your PR messaging
04 - Using a media mix in your PR strategy
05 - Building media relationships
06 - Setting attainable PR goals and objectives

2. Demonstrating Impact - Quantifying and Communicating PR Value

07 - Tying PR to your business goals
08 - Quantifying PR measurement
09 - Showcasing PR achievements to executives

3. Assessing Your PR Campaigns

10 - Applying audits - The fix and forward approach
11 - Assessing PR campaigns to improve future impact
12 - Explore techniques to surface rich customer insights

4. Creating the Right Content for Modern PR

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

5. Navigating a Crisis - Best Practices for PR Professionals

18 - Distinguishing between issues and crises - Choosing the right response
19 - Building a community - Rallying support ahead of challenges
20 - Building a crisis response team for social media firestorms
21 - Building a comment response chart
22 - Engaging with media during a crisis

Conclusion

23 - Next steps

Public Relations (PR) Foundations

Authors

Deirdre Breakenridge