Course Highlights
This instructor-led public relations fundamentals course will:
- Explore techniques to identify and engage target audiences effectively
- Guide participants in crafting compelling messages and press releases
- Discuss methods for expanding reach through a variety of media channels
- Address the essentials of developing and maintaining a content calendar
- Introduce strategies for tracking media performance and setting measurable goals
- Provide tools to manage public perception and engagement across platforms
- Cover best practices for crisis response, including preparing statements and handling media interactions
Course Overview
In the field of public relations, navigating multiple channels, communicating clearly, and managing crises effectively are all essential skills. “Public Relations Fundamentals: From Pitch to Post and Crisis to Podium” is an instructor-led course designed to introduce participants to core PR concepts, tools, and strategies. As a survey course, it provides foundational knowledge that applies across various PR scenarios, from creating content to managing public relations crises.
Through interactive sessions, participants will gain hands-on experience in key PR activities: identifying target audiences, crafting press releases, planning content, and managing media engagement. The first segment focuses on understanding and reaching target audiences, establishing key messages, and creating a consistent content schedule. In the second segment, participants explore expanding their reach, selecting media channels, and setting performance goals to enhance engagement. The final segment emphasizes crisis management, covering scenario planning, media interactions, and presenting a polished public image.
Segment One Objectives
At this segment’s conclusion, participants should be able to:
- Identify target audiences and gatekeepers.
- Decide on key messages and find supporting stories.
- Craft a press release.
- Determine a basic content plan and schedule.
Segment One Modules
- Top Targets: Finding Ears and Eyes
- Something to Talk About: Identifying Key Messages and Supporting Stories
- An Essential Tool: Writing a Solid Press Release
- Evergreen or Ephemeral: Creating a Content Calendar
Segment Two Objectives
At this segment’s conclusion, participants should be able to:
- Discuss methods for getting the word out beyond a traditional press release.
- Decide media channels and choose appropriate content for each.
- Identify additional storylines and post types that drive engagement.
- Flesh out the content plan drafted in segment one.
- Establish media goals and measures.
- Avoid common posting pitfalls.
Segment Two Modules
- Reach and Stretch: Choosing Channels
- Like, Click, and Comment: Driving Engagement
- Matters of Measure: Tracking Performance
- Fails and Flubs: Managing a Reputation in Real Time
Segment Three Objectives
At this segment’s conclusion, participants should be able to:
- Identify likely and unlikely scenarios that might occur.
- Create a plan to address those scenarios.
- Prepare written remarks.
- Recognize when to defer to another authority.
- Present a professional and on-brand image when interacting with the public on social media platforms.
- Present a professional and on-brand image when interacting with the media in writing, on the phone, on video or livestream, and on television.
- Field questions from reporters.
Segment Three Modules
- Imagine If…: Expecting the Unexpected
- It Happened!: Handling a Crisis
- Care for Comments: Moderating and Monitoring Social Media
- Look Good and Sound Good: Putting Your Best Foot Forward
Target Audience
This virtual training program is designed for groups that want to:
- Build foundational public relations skills and improve their communication strategy
- Learn effective audience targeting and message crafting
- Manage media interactions and online reputation in real time
- Prepare for public relations challenges and crisis scenarios
Suggested Format
- Three-Segment Virtual Classroom Course
Questions This Page Answers About Public Relations Training
- Where can I find an online course on PR fundamentals?
- How can my team learn to create and implement a content calendar?
- Who offers training for managing media interactions and crisis response?