Lynda - Public Relations Fundamentals {AceMerlin}

Public Relations Fundamentals with Deirdre Breakenridge

The rise of social media—including blogs, social networks, micromedia, and other channels—has made effectively communicating your story and message increasingly complex. Modern public relations demands an integrated, multichannel approach in order to successfully build awareness, loyalty, engagement, and advocacy.

Learn today's public relations techniques and best practices with PR expert Deirdre Breakenridge. In this detailed course, she explains how social media has revolutionized public relations, and offers an effective eight-step workflow you can use to ensure you're sharing the right message with the right audience. Learn how to build a PR plan, develop and optimize messaging, and engage everyone in the media, from reporters to bloggers and influencers. Next, see how to manage relationships and your organization's reputation; amplify awareness with the aid of internal and external "champions"; and plan for, and gracefully navigate, crises. Finally, explore the differences between a news release and a social media release, check out effective visual storytelling techniques for new media, and see how to measure and share PR outcomes.

Level: Beginner
Length: 2h 10m
Released: December 22, 2014

Topics include:
Understanding public relations
Exploring new channels and choices
Combining trusted research with new media
Developing audience profiles and buyer personas
Understanding communications channels and audience engagement
Understanding earned, owned, shared, and paid media
Building internal employee champions and reputation management
Relying on great relationships when crisis strikes
Issues management vs. crisis management
Dealing with the media during a crisis
Visual storytelling in PR: videos, infographics, images, and more
Best practices for crafting social media posts
Tying PR measurement to business goals
Reporting results to execs and other stakeholders
Uncovering modern-day communication roles and responsibilities


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