4.56 out of 5
4.56
1067 reviews on Udemy

The Ultimate Public Relations Masterclass

Everything you need to know to be successful at PR in a digital world
Instructor:
Heather Baker
3,095 students enrolled
English
How to build a PR strategy that generates leads, makes your brand famous, builds a community and attracts customers.
How to use PR to increase traffic to your website.
How to manage, implement and measure the success of your PR strategy.
How to present your PR strategy to stakeholders, get buy-in and secure budgets.
How to persuade journalists and influencers to endorse your company.
How to use social media, video, content and traditional media to gain publicity.
How to enter awards and increase your chances of winning.
How to launch your PR career, including finding a job and choosing a specialism.
How to write for PR.
How to generate your own media stories.
How to manage a crisis / handle negative publicity.
How to build authority and thought leadership through the media.
How to find out which journalists are worth targeting.
Get help from the instructor and a community of seasoned PR pros by joining our exclusive Facebook group

This course will equip you with everything you need to become an expert public relations professional. It’s packed full of case studies, statistics, checklists, templates and practical activities that bring the theory to life.

The first section of the course introduces PR and shows you why it is valuable to any business and how it has changed over the last 10 years – there have been some exciting developments that have made PR more interesting and relevant than ever before.

Then, we look at all the research you need to do before you plan a winning PR strategy.

You’ll then learn how to create stories that reinforce your brand messaging and capture your audience’s attention.

Next, we look at all the tactics required to ensure that your stories genuinely reach the right people: from media relations to social media, awards, events and video. And we’ll cover how to write for different audiences.

Then you will learn how to bring this all together into a comprehensive public relations and communications strategy that shows what you’re going to do, why you’re going to do it and how you’re going to do it.

We then cover important concepts that you will absolutely need to understand if you’re going to work in PR: the ethical and legal considerations of PR activity.

Finally, we look at how to have a successful PR career, including how to find a great job, choose your specialist area and how to maximise your chances of success.

Bonuses included

  • Get help from the instructor and a community of seasoned PR pros by joining our exclusive Facebook group, where the crowd will will feed back on your ideas and strategies and recommend ways in which you can increase your chances of success.

  • Get my list of my 50 top tools for PR pros after you have completed the course.

  • 20% of all proceeds of the course will go to supporting entrepreneurs in Africa through GiveDirectly.

Introduction

1
Introducing the Ultimate Public Relations Masterclass

Introducing PR

1
Introducing PR
2
What is PR?
3
Activity: What is PR?
4
Core concepts of PR
5
Core concepts in PR

Test your understanding of some of the key concepts in this wonderful discipline.

6
Digital PR and your website
7
Digital PR and your website

Research and planning

1
Research and Planning
2
Setting PR Objectives
3
Understanding your target audience
4
Gaining context
5
Developing your messaging
6
Real-life research and planning exercise

Generating ideas

1
Finding a story that works
2
Creativity in PR
3
Creating newsworthy stories
4
Finding your hook
5
Activity: Generate a few story ideas

Media Relations

1
Media Relations
2
How the media works
3
Engaging with the media
4
Finding your target media
5
Building relationships with journalists
6
Pitching your story to the media
7
Handling media interviews
8
Newswires
9
Digital distribution beyond the media
10
Media Relations

Test your knowledge on everything media relations!

Social Media

1
Social Media

Other PR tactics

1
Other PR tactics
2
Influencer relations
3
Analyst relations
4
Using video in PR
5
Trade shows and conferences
6
Hosting your own events
7
Entering awards
8
Owned channels
9
Case studies
10
Other media relations tactics

Can you hack it beyond media relations?

Writing for PR

1
Writing for PR
2
Producing great content
3
PR writing formats
4
Writing for PR

Can you write for PR? 

Strategic PR Planning

1
Strategic PR Planning
2
Why plan?
3
The one-page PR strategy
4
The PR Plan
5
Managing your PR plan
6
Running a PR campaign
7
Measurement and reporting
8
Strategy Planning

Issues management and crisis communications

1
Issues management
2
Crisis communications
3
Case studies
4
Issues management and crisis communications

Can you handle a crisis?

PR, ethics and the law

1
PR, ethics and the law
2
PR, ethics and the law

Test your knowledge

Your PR career

1
Your PR career
2
PR skills
3
The PR job

Conclusion

1
Congrats!
You can view and review the lecture materials indefinitely, like an on-demand channel.
Definitely! If you have an internet connection, courses on Udemy are available on any device at any time. If you don't have an internet connection, some instructors also let their students download course lectures. That's up to the instructor though, so make sure you get on their good side!
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Includes

3 hours on-demand video
Full lifetime access
Access on mobile and TV
Certificate of Completion