Strategic Public Relations Planning

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Strategic Public Relations Planning

Instructeurs : Jess Todtfeld

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Demander à Coursera

4 modules

Obtenez un aperçu d'un sujet et apprenez les principes fondamentaux.

12 avis

niveau Débutant

Expérience recommandée

7 heures à compléter

Planning flexible

Apprenez à votre propre rythme

4 modules

Obtenez un aperçu d'un sujet et apprenez les principes fondamentaux.

12 avis

niveau Débutant

Expérience recommandée

7 heures à compléter

Planning flexible

Apprenez à votre propre rythme

Ce que vous apprendrez

Analyze and assess complex PR situations.
Develop strategic PR solutions that align with corporate communication objectives.
Create comprehensive PR plans that incorporate ethical considerations, media relations tactics, and crisis management strategies.
Evaluate the effectiveness of PR campaigns using advanced metrics and modify strategies based on data-driven insights.

Compétences que vous acquerrez

Catégorie : Corporate Communications
Catégorie : Media Relations
Catégorie : Target Audience
Catégorie : AI Enablement
Catégorie : Public Relations
Catégorie : Crisis Management
Catégorie : Persuasive Communication
Catégorie : Content Performance Analysis
Catégorie : Social Media
Catégorie : Media and Communications
Catégorie : Campaign Management
Catégorie : Strategic Planning
Catégorie : Marketing Budgets
Catégorie : Communication Planning
Catégorie : Marketing and Public Relations
Catégorie : Persona Development
Catégorie : Strategic Communication
Catégorie : Teamwork
Catégorie : Marketing Communications
Catégorie : Marketing Effectiveness

Détails à connaître

Certificat partageable

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Évaluations

4 devoirs

Enseigné en Anglais

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logos de Petrobras, TATA, Danone, Capgemini, P&G et L'Oreal

Il y a 4 modules dans ce cours

In the realm of modern public relations, practitioners face evolving challenges due to shifting media dynamics, new tools, and emerging opportunities. This course provides a comprehensive exploration of strategic PR planning within corporate communication, covering foundational concepts, measurement analysis, ethics, and execution. Real-world examples offer context and insights to reinforce key concepts.

Participants gain a nuanced understanding of the pivotal role of strategic PR planning in corporate communication. They develop skills to craft compelling PR initiatives rooted in robust strategic frameworks. Integration of technologies like GenAI enhances operational efficiency and data-driven insights. Measuring PR effectiveness using appropriate metrics is a key takeaway. Participants learn to evaluate campaign impact and optimize strategies. Essential skills for stakeholder engagement, teamwork, and adapting to the evolving PR landscape are emphasized. Case studies, from successful campaigns like Dove's #selfietalk to cautionary tales like BP's crisis management failure, offer valuable insights. Tailored to a beginner to intermediate level audience, this 4-hour course is for PR professionals, corporate communication managers, marketers, and business leaders aiming to master strategic PR planning and execution.

Introduction and PR Fundamentals provides an overview of the foundational concepts of Public Relations (PR), covering its definition, importance, evolution in the digital age, strategic planning process, key stakeholders, current trends, and setting PR goals.

Inclus

10 vidéos4 lectures1 devoir2 sujets de discussion

10 vidéosTotal 49 minutes

Introduction & welcome1 minute
Definition and importance of strategic PR 6 minutes
Evolution of PR in the digital age 5 minutes
Overview of strategic PR planning process 6 minutes
Identifying key stakeholders 6 minutes
Current trends in PR 6 minutes
Analyzing successful PR campaigns 4 minutes
Understanding SMART goals in PR 5 minutes
Aligning PR goals with business objectives 5 minutes
Types of PR goals6 minutes

4 lecturesTotal 35 minutes

Welcome to the course5 minutes
Evolution and Strategy: Foundations of PR10 minutes
Identifying Trends and Stakeholders10 minutes
Crafting Effective Plans and Goals10 minutes

1 devoirTotal 20 minutes

Introduction and PR Fundamentals20 minutes

2 sujets de discussionTotal 10 minutes

Strategic PR: Impact on Long-term Business Goals5 minutes
Aligning SMART PR Goals with Business Objectives5 minutes

Module 2 focuses on understanding target audiences, crafting tailored messages, and employing effective PR tactics and channels. It delves into audience segmentation, persona development, persuasive messaging, brand voice consistency, and channel selection, emphasizing the synthesis of these elements for impactful communication strategies.

Inclus

10 vidéos3 lectures1 devoir2 sujets de discussion

10 vidéosTotal 46 minutes

Introduction to module 21 minute
Audience Analysis: Techniques and Tools5 minutes
Crafting Effective PR Messages: Strategies for Engagement5 minutes
Channel Strategy: Selecting the Right Medium for Your Message5 minutes
Visual Communication in PR: The Power of Images and Videos5 minutes
Tone and Voice: Humanizing Your Brand5 minutes
Cultural Sensitivity in Messaging: Global PR Considerations5 minutes
Storytelling in PR: Building Narratives That Resonate5 minutes
Feedback Loops: Listening and Adapting to Your Audience5 minutes
Analyzing real-world examples of effective PR messaging5 minutes

3 lecturesTotal 30 minutes

Understanding Audience Dynamics10 minutes
Leveraging Visuals and Consistency10 minutes
Storytelling and Modern Communication10 minutes

1 devoirTotal 20 minutes

Audience Analysis and Messaging20 minutes

2 sujets de discussionTotal 10 minutes

Audience Analysis: Shaping PR Messages5 minutes
The Power of Storytelling in PR5 minutes

Execution and Evaluation focuses on the practical implementation and assessment of public relations (PR) campaigns. It covers key aspects such as budgeting, resource allocation, monitoring, measuring, ethics, and crisis management.

Inclus

10 vidéos3 lectures1 devoir2 sujets de discussion

10 vidéosTotal 48 minutes

Introduction to module 31 minute
Crisis Communication: Preparation and Response5 minutes
Reputation Management: Building and Protecting Brand Image5 minutes
PR Evaluation: Advanced Metrics and Analysis5 minutes
Ethical Dilemmas in PR: Navigating Grey Areas6 minutes
Internal Communication: Engaging Your Organization5 minutes
Public Affairs and Lobbying: The intersection of PR and public policy5 minutes
Sustainability and CSR in Public Relations: Beyond the Buzzwords4 minutes
Content Marketing and the Modern PR Professional5 minutes
Emerging Technologies in PR: AI, VR and Beyond5 minutes

3 lecturesTotal 30 minutes

Crisis Management and Reputation Building10 minutes
Ethics, Internal Communication, and Public Affairs10 minutes
Corporate Social Responsibility and Digital PR Strategies10 minutes

1 devoirTotal 20 minutes

Execution and Evaluation20 minutes

2 sujets de discussionTotal 10 minutes

Effective Crisis Communication Planning5 minutes
Integrating Sustainability and CSR into PR Campaigns5 minutes

Module 4 delves into the strategic planning process of Public Relations (PR), focusing on integrating various elements into a cohesive plan, implementing strategies effectively, and fostering a mindset of continuous learning and adaptability in the dynamic PR landscape.

Inclus

11 vidéos3 lectures1 devoir2 sujets de discussion

11 vidéosTotal 49 minutes

Introduction to module 41 minute
Overview of the PR planning process 5 minutes
Integrating elements into a PR plan 5 minutes
Best practices for PR planning 5 minutes
Actionable steps in implementing a PR plan 5 minutes
Overcoming common challenges 5 minutes
Case studies of effective implementation 6 minutes
The importance of continuous learning 5 minutes
Adapting to changing environments 5 minutes
Future of strategic PR6 minutes
Wrap-up and key takeaways2 minutes

3 lecturesTotal 30 minutes

Exploring PR Trends Shaping the Industry10 minutes
Addressing Ethical Concerns and Internal Dynamics10 minutes
Adapting PR Strategies in a Digital Era10 minutes

1 devoirTotal 20 minutes

Developing and Implementing a PR Plan20 minutes

2 sujets de discussionTotal 10 minutes

Implications of Global PR Trends5 minutes
Adapting to Emerging PR Trends and Threats5 minutes

Instructeurs

Jess Todtfeld

Starweaver

1 Cours1 794 apprenants

Offert par

Starweaver

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Avis des étudiants

5 stars
91,66 %
4 stars
8,33 %
3 stars
0 %
2 stars
0 %
1 star
0 %

Affichage de 3 sur 12

Révisé le 7 janv. 2025

The course was a perfect overview of what it takes to be a public relations professional. It was short, precise and concise.

Voir plus d’avis

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