Public opinion is the single most powerful and influential factor in determining whether or not any business or organisation will succeed.
In today’s market, having a good public reputation is more important than ever before. If you have one negative incident, it could affect the future of your company. According to the Public Relations Society of America, or PRSA, Public Relations is defined as a strategic communications process that builds mutually beneficial relationships between organizations and their publics. The goal of Public Relations is to receive free editorial coverage. This can happen in two ways: press releases and company mentions. How can you get your company featured in the New York Times? How do you deal with bad press? We’re going to talk through those scenarios throughout this series. In this first course, we’ll discuss the basics of public relations and the common terminology that you’ll want to become familiar with.
A press release is the quickest, easiest, and most cost effective way to get free publicity. If the press release is well written, it can result in multiple published articles about your company and your products. In this program, we are going to talk about writing press releases, what it takes to write a good one, and the steps you need to take. But also, just as important as writing a press release, we’re going to talk about how to send them. If your writing isn’t getting in front of anybody, what’s the point in writing it?
As a Public Relations professional, you are going to have to deal with the media in a lot of ways. You’re going to see the good, the bad, and the ugly. In the last program, we talked about writing press releases and sending those releases out into the media. But in this program, we are going to dig a little deeper and talk about how to contact reporters, besides just sending them an email, how to introduce yourself, and how to meet them in person.
You’ve heard the saying, “There’s no such thing as bad press.” That’s only true to an extent. You will have to deal with negative stories and bad press, but how you overcome these can make or break a company. As a public relations professional, it’s your job to handle disasters. No two situations are the same, but in this course, we’ll talk about some tips for handling a PR nightmare. We’ll discuss getting in front of the story, controlling the “spin,” shortening the news cycle, and when it’s best to take no action.
It’s never too early to be planning and preparing your team for your PR strategy. Public Relations is constantly changing. There are content marketing trends and innovative social media tools that change how we approach media and public relations. In this course, we’ll take you through a breakdown of some Public Relations trends that you can expect to see. This includes going beyond executives for personal branding and thought leadership, owning your digital landscape, bringing in specialty firms for support, the “new” press release, and the importance of using video.