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Public Relations Boot Camp
Session 1: Course Overview
Session 1: Course Overview
Learning Objectives
Pre-Assignment
Pre-Course Assessment
Session 2: Public Relations
Session 2: Public Relations
Introduction
The Print Era
Elements for Success
Pre-Assignment Review
What Public Relations Is All About
Fragmentation
Saturation
Reputation
What it Means to Get Strategic
What it Means to Get Strategic
Session 3: Building Your PR Plan
Session 3: Building Your PR Plan
Defining Reality
Checklist for Success
The Five Phases
What’s the Goal?
Functions of PR
Getting Support
Key Supporters
Defining Strategy and Tactics
Defining Strategy
Defining Tactics
The Plan
The Eight Phases
The Eight Phases
Getting Down to Business
Session 4: Structuring Messages
Session 4: Structuring Messages
Creating Your Media Image
Making Connections
Summary
Getting Clear on Your Message
Making Connections
Making Connections
What is a Media Kit?
Components of a Media Kit
Sample Media Kit: Award Ceremony
Sample Media Kit: Crisis Situation
Sample Media Kit: Logo Redesign
Attention to Style
Creating Strong, Positive Messages
The MEDIA Model
Session 5: Establishing Media Guidelines
Session 5: Establishing Media Guidelines
Defining Guidelines
Defining Guidelines
Selecting a Spokesperson
Select Great Communicators
Approval Process
Session 6: Managing the Media
Session 6: Managing the Media
Building Rapport with Reporters
Tough Questions
Tough Questions
What is a Sound Bite?
The SIM Model
Timing is Everything!
Sample Sound Bites
Getting Creative
Options When You Have 'No Comment'
Summary
Session 7: The Press Release
Session 7: The Press Release
Before You Start
Other Options
The Basics
The Basics
Give it a Shot
Session 8: PR and the Crisis
Session 8: PR and the Crisis
Business Continuity and Recovery
Essential Crisis Plan Elements
Essential Crisis Plan Elements
Essential Crisis Plan Elements
Essential Crisis Plan Elements
Exercising Options
Reviewing and Revising
Session 9: Social Media and Public Relations
Session 9: Social Media and Public Relations
Where It Is
Making Connections
Monitoring Tips and Tricks
Making Connections
Session 10: A Personal Action Plan
Session 10: A Personal Action Plan
Starting Point
Where I Want to Go
How I Will Get There
Summary
Summary
Recommended Reading List
Recommended Reading List
Post-Course Assessment
Post-Course Assessment
Course Completion
Course Completion
The MEDIA Model
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