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Marketing
Public Relations MasterClass
Curriculum
12 Sections
52 Lessons
2 Weeks
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1. Introducing PR
6
2.1
Introducing PR
1 Minute
2.2
What is PR?
3 Minutes
2.3
Core Concepts of PR
8 Minutes
2.4
Quiz 1: Core Concepts of PR
10 Minutes
6 Questions
2.5
Digital PR and Your Website
6 Minutes
2.6
Quiz 2: Digital PR and Your Website
10 Minutes
6 Questions
2. Research and Planning
6
3.1
Research and Planning
1 Minute
3.2
Setting PR Objectives
3 Minutes
3.3
Understanding Your Target Audience
6 Minutes
3.4
Gaining Context
1 Minute
3.5
Developing Your Messaging
2 Minutes
3.6
Assignment 1: Research and Planning
30 Minutes
3. Generating Ideas
5
4.1
Finding a Story That Works
6 Minutes
4.2
Creativity in PR
3 Minutes
4.3
Creating Newsworthy Stories
7 Minutes
4.4
Finding Your Hook
2 Minutes
4.5
Assignment 3: Generate a Few Story Ideas
4. Media Relations
9
5.1
How the Media Works
4 Minutes
5.2
Engaging With the Media
4 Minutes
5.3
Finding Your Target Media
5 Minutes
5.4
Building Relationships with Journalist
3 Minutes
5.5
Pitching Your Story to the Media
8 Minutes
5.6
Handing Media Interviews
4 Minutes
5.7
Newswires.. Too good to be true?
1 Minute
5.8
Digital Distribution Beyond The Media
1 Minute
5.9
Quiz 3: Media Relations
10 Minutes
5 Questions
5. Social Media
1
6.1
Social Media
7 Minutes
6. Other PR Tactics
10
7.1
Other PR Tactics
1 Minute
7.2
Influencer Relations
6 Minutes
7.3
Analyst Relations
1 Minute
7.4
Using Videos in PR
3 Minutes
7.5
Trade Shows and Conferences
3 Minutes
7.6
Hosting Your Own Events
2 Minutes
7.7
Entering Awards
11 Minutes
7.8
Owned Channels
1 Minute
7.9
Case Studies
7.10
Quiz 4: Other Media Relations Tactics
10 Minutes
2 Questions
7. Writing For PR
4
8.1
Writing for PR
1 Minute
8.2
Producing Great Content
3 Minutes
8.3
PR Writing Formats
8 Minutes
8.4
Quiz 5: Writing for PR
10 Minutes
2 Questions
8. Strategic PR Planning
8
9.1
Strategic PR Planning
9.2
Why Plan
9.3
The One-Page PR Strategy
2 Minutes
9.4
The PR Plan
3 Minutes
9.5
Managing Your PR Plan
2 Minutes
9.6
Running a PR Campaign
2 Minutes
9.7
Measurement and Reporting
5 Minutes
9.8
Assignment 5: Strategy Planning
60 Minutes
9. Issues Management and Crisis Communications
4
10.1
Issues Management
2 Minutes
10.2
Crisis Communication
5 Minutes
10.3
Case Studies
1 Minute
10.4
Quiz 6: Issues Management and Crisis Communications
10 Minutes
4 Questions
10. PR, Ethics, and the Law
2
11.1
PR, Ethics, and the Law
3 Minutes
11.2
Quiz 7: PR, Ethics, and the Law
10 Minutes
3 Questions
11. Your PR Career
3
12.1
Your PR Career
1 Minute
12.2
PR Skills
2 Minutes
12.3
The PR Job
3 Minutes
Bonus
1
13.1
50 tools for PR Pros
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