Public Relations Foundations

Introduction

• Building your first PR program

1. From PR to PR Expanded

• Starting with your credibility
• Using an eight-step PR approach

2. Today's Consumers

• Developing audience profiles
• Using trusted research with new media
• Investigating PR and social media audits
• Applying SWOT to move forward

3. The Integrated Approach to PR Planning

• Developing your PR plan
• Setting attainable goals and objectives
• Developing your messaging
• Understanding content optimization
• Using a media mix to get attention

4. Relationships and Champions

• Building media relationships
• Igniting employee champions
• Using influencer marketing
• Developing community before a crisis

5. When Crisis Strikes

• Creating your crisis team and playbook
• Adding social media in a crisis plan
• Comparing an issue versus a crisis
• Building a comment response chart
• Engaging with media during a crisis

6. PR Writing Today

• Uncovering fake news
• Learning visual storytelling
• PR writing for social media

7. The Value of PR

• Tying PR to business goals
• Quantifying PR measurement
• Reporting to business executives
• Documenting lessons learned

Conclusion

• Why AI matters to PR
• Creating ethical benchmarks in PR
• Next steps