The field of public relations has changed with the evolution of computers and the speed with which information can spread. However, the need for public relations to be clear, concise, and accurate while being completely appropriate for the situation has not changed. In this comprehensive course, you will learn how to determine the type of information required, to approach PR strategically, create compelling releases, and manage your media relations.

After you complete this course, you will be able to:

• Define knowledge and knowledge management.
• Explain the difference between explicit and tacit knowledge.
• Identify various knowledge management theoretical models.
• Explain how a properly implemented knowledge management program can improve efficiency.
• Describe the steps for employing a new knowledge management program in an organization.
• Identify the required components for implementing a knowledge management framework within an organization.

Course Topics:

Session One: Course Overview

• Learning Objectives 

Session 2: Public Relations

• Introduction
• The Print Era
• Elements for Success
• What Public Relations Is All About
• Fragmentation
• Saturation
• Reputation
• What it Means to Get Strategic
• What it Means to Get Strategic

Session 3: Building Your PR Plan

• Defining Reality
• Checklist for Success
• The Five Phases
• What’s the Goal?
• Functions of PR
• Getting Support
• Key Supporters
• Defining Strategy and Tactics
• Defining Strategy
• Defining Tactics
• The Plan
• The Eight Phases
• Getting Down to Business

Session 4: Structuring Messages

• Creating Your Media Image
• Making Connections
• Summary
• Getting Clear on Your Message
• Making Connections
• What is a Media Kit?
• Components of a Media Kit
• Sample Media Kit: Award Ceremony
• Sample Media Kit: Crisis Situation
• Sample Media Kit: Logo Redesign
• Attention to Style
• Creating Strong, Positive Messages
• The MEDIA Model

Session 5: Establishing Media Guidelines

• Defining Guidelines
• Defining Guidelines
• Selecting a Spokesperson
• Select Great Communicators
• Approval Process

Session 6: Managing the Media

• Building Rapport with Reporters
• Tough Questions
• Tough Questions
• What is a Sound Bite?
• The SIM Model
• Timing is Everything!
• Sample Sound Bites
• Getting Creative
• Options When You Have 'No Comment'
• Summary

Session 7: The Press Release

• Before You Start
• Other Options
• The Basics
• The Basics
• Give it a Shot

Session 8: PR and the Crisis

• Business Continuity and Recovery
• Essential Crisis Plan Elements
• Exercising Options
• Reviewing and Revising

Session 9: Social Media and Public Relations

• Where It Is
• Making Connections
• Monitoring Tips and Tricks
• Making Connections