Strategic Public Relations Planning

Strategic Public Relations Planning

Instructors: Jess Todtfeld

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4 modules

Gain insight into a topic and learn the fundamentals.

12 reviews

Beginner level

Recommended experience

7 hours to complete

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

12 reviews

Beginner level

Recommended experience

7 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

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.

Skills you'll gain

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Assessments

4 assignments

Taught in English

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There are 4 modules in this course

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.

What's included

10 videos4 readings1 assignment2 discussion prompts

10 videos Total 49 minutes

Introduction & welcome 1 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 goals 6 minutes

4 readings Total 35 minutes

Welcome to the course 5 minutes
Evolution and Strategy: Foundations of PR 10 minutes
Identifying Trends and Stakeholders 10 minutes
Crafting Effective Plans and Goals 10 minutes

1 assignment Total 20 minutes

Introduction and PR Fundamentals 20 minutes

2 discussion prompts Total 10 minutes

Strategic PR: Impact on Long-term Business Goals 5 minutes
Aligning SMART PR Goals with Business Objectives 5 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.

What's included

10 videos3 readings1 assignment2 discussion prompts

10 videos Total 46 minutes

Introduction to module 2 1 minute
Audience Analysis: Techniques and Tools 5 minutes
Crafting Effective PR Messages: Strategies for Engagement 5 minutes
Channel Strategy: Selecting the Right Medium for Your Message 5 minutes
Visual Communication in PR: The Power of Images and Videos 5 minutes
Tone and Voice: Humanizing Your Brand 5 minutes
Cultural Sensitivity in Messaging: Global PR Considerations 5 minutes
Storytelling in PR: Building Narratives That Resonate 5 minutes
Feedback Loops: Listening and Adapting to Your Audience 5 minutes
Analyzing real-world examples of effective PR messaging 5 minutes

3 readings Total 30 minutes

Understanding Audience Dynamics 10 minutes
Leveraging Visuals and Consistency 10 minutes
Storytelling and Modern Communication 10 minutes

1 assignment Total 20 minutes

Audience Analysis and Messaging 20 minutes

2 discussion prompts Total 10 minutes

Audience Analysis: Shaping PR Messages 5 minutes
The Power of Storytelling in PR 5 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.

What's included

10 videos3 readings1 assignment2 discussion prompts

10 videos Total 48 minutes

Introduction to module 3 1 minute
Crisis Communication: Preparation and Response 5 minutes
Reputation Management: Building and Protecting Brand Image 5 minutes
PR Evaluation: Advanced Metrics and Analysis 5 minutes
Ethical Dilemmas in PR: Navigating Grey Areas 6 minutes
Internal Communication: Engaging Your Organization 5 minutes
Public Affairs and Lobbying: The intersection of PR and public policy 5 minutes
Sustainability and CSR in Public Relations: Beyond the Buzzwords 4 minutes
Content Marketing and the Modern PR Professional 5 minutes
Emerging Technologies in PR: AI, VR and Beyond 5 minutes

3 readings Total 30 minutes

Crisis Management and Reputation Building 10 minutes
Ethics, Internal Communication, and Public Affairs 10 minutes
Corporate Social Responsibility and Digital PR Strategies 10 minutes

1 assignment Total 20 minutes

Execution and Evaluation 20 minutes

2 discussion prompts Total 10 minutes

Effective Crisis Communication Planning 5 minutes
Integrating Sustainability and CSR into PR Campaigns 5 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.