Public Relations Essentials

Module 1 - Public Relations in a Changing Environment

• Definitions, Scope and Objectives 
• New Roles and Perspectives
• The Role of Public Relations in Building the Image of the Organization
• The Functions of Planning, Organizing and Controlling in Public Relations
• The Diverse Publics of Public Relations 
• Public Relations as a Powerful Marketing Tool 
• Characteristics of a sucessful Public Relations Professional 

Module 2 - Public Relations and Communication

• Communication Media
• Evaluating and Selecting the Most Appropriate Channel; Press, Broadcast media, Social Media...
• Building Good Relations with the Media
• Purposes of a Press Release  
• The Press Kit

Module 3 - Public Relations Writing Skills

• Fundamentals of Public Relations Writing
• Keys to Readability
• News Writing—The Inverted Pyramid
• Press Release Format 
• Press Release Style 
• Press Release Content
• Why Editors Don’t Use Some Press Releases 
• Fact Sheet and Backgrounder 
• Translating and Editing Statements, Articles, and Management Circulars

Module 4 - Adapting your message for different audiences and situations

• Target Prospects and Adapt Your Message 
• Conducting a Press Conference
• Interviews
• Public Relations as a "Crisis-Solver"
• Internal Communications - Employee Relations 
• Government Relations
• Community Relations
• Consumer Relations 
• Financial and Investor Relations
• Industry Analysts
• Industry Groups

Module 5 - Ensure your PR efforts pay off

• Measure the Success of Your PR Efforts
• Build a Network of Valuable Media Contacts
• Integrate Low-Cost PR Strategies into Your Efforts