Public Relations for Growth: Earn Attention and Authority

Name: Public Relations for Growth: Earn Attention and Authority
Rating: 5.0 (2 reviews)

Build newsworthy stories, stronger pitches, media relationships, executive visibility, reputation, and crisis readiness

Created byDr. Law Payne

Last updated 11/2026

English

English [Auto],

What you'll learn

Build a complete public relations system connecting narrative, media relationships, visibility, reputation, and growth.
Identify newsworthy stories and develop credible narratives for the right audiences.
Research media, create stronger pitches, and build durable journalist and stakeholder relationships.
Prepare for crises, measure PR contribution, and build long-term executive and organizational authority.

Course content

2 sections • 11 lectures • 1h 49m total length

The Modern Public Relations Growth System9:57
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind the modern public relations growth system. Students apply the framework to a continuing case and complete a practical assignment.
Find Newsworthy Stories and Build the Narrative9:47
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind newsworthy stories and narrative development. Students apply the framework to a continuing case and complete a practical assignment.
Media Research Pitching and Relationship Development9:48
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind media research, pitching, and relationship development. Students apply the framework to a continuing case and complete a practical assignment.
Executive Visibility Thought Leadership and Reputation9:51
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind executive visibility, thought leadership, and reputation. Students apply the framework to a continuing case and complete a practical assignment.
Crisis Readiness Measurement and Long-Term Authority9:54
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind crisis readiness, measurement, and long-term authority. Students apply the framework to a continuing case and complete a practical assignment.

Workshop 1: The Personal Brand Business Model10:04
Work through the practical lesson: The Personal Brand Business Model. This applied study preserves the original Personal Brand to Profit - Build Authority and Opportunity case context, then transfers its decision method to Public Relations for Growth: Earn Attention and Authority.

Complete Strategy Decision Brief and Personal Authority and Proof Map. Make a specific business decision visible before selecting activities or tools. Build a credible professional position around demonstrated expertise and a relevant audience.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 2: Position Your Expertise and Credibility10:04
Work through the practical lesson: Position Your Expertise and Credibility. This applied study preserves the original Personal Brand to Profit - Build Authority and Opportunity case context, then transfers its decision method to Public Relations for Growth: Earn Attention and Authority.

Complete Ideal Customer Profile Worksheet and Positioning Statement Builder. Define the customers you can serve well and specify observable qualification and exclusion criteria. Connect a defined audience and important problem to a credible differentiated value proposition.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 3: Create Signature Ideas and Authority Content9:58
Work through the practical lesson: Create Signature Ideas and Authority Content. This applied study preserves the original Personal Brand to Profit - Build Authority and Opportunity case context, then transfers its decision method to Public Relations for Growth: Earn Attention and Authority.

Complete Content Strategy and Distribution Planner and Messaging and Proof Map. Choose content that helps a defined audience make a decision and plan its distribution and measurement. Translate positioning into messages that answer buyer questions and are backed by verifiable proof.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 4: Build Relationships Distribution and Visibility9:58
Work through the practical lesson: Build Relationships Distribution and Visibility. This applied study preserves the original Personal Brand to Profit - Build Authority and Opportunity case context, then transfers its decision method to Public Relations for Growth: Earn Attention and Authority.

Complete Partnership and Influencer Evaluation and Relevant Outreach Planning Sheet. Evaluate a partnership by audience relevance, credible behavior, delivery terms, and measurable business fit. Plan a relevant first contact around a verified business problem and a reasonable next step.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 5: Monetize Trust Without Damaging Your Reputation9:53
Work through the practical lesson: Monetize Trust Without Damaging Your Reputation. This applied study preserves the original Personal Brand to Profit - Build Authority and Opportunity case context, then transfers its decision method to Public Relations for Growth: Earn Attention and Authority.

Complete Offer Design Canvas and Measurement and Learning Plan. Build an offer that combines a valuable outcome, a credible delivery mechanism, and clear boundaries. Select a small set of defined measures and use them to make decisions rather than report activity.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 6: Culture Measurement Ethics and Leadership Development9:52
Work through the practical lesson: Culture Measurement Ethics and Leadership Development. This applied study preserves the original Leadership That Produces Results - Trust and Execution case context, then transfers its decision method to Public Relations for Growth: Earn Attention and Authority.

Complete Measurement and Learning Plan and Leadership Behavior and Culture Review. Select a small set of defined measures and use them to make decisions rather than report activity. Review whether everyday decisions and incentives support the team culture and outcomes you intend.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.

Requirements

No prior public relations experience is required; bring a business, brand, leader, or cause to apply the frameworks.

Description

This course contains the use of artificial intelligence.

Public relations is not simply writing press releases or chasing publicity. It is a strategic system for identifying credible stories, shaping narratives, building relationships, strengthening reputation, and earning attention that supports long-term growth.

This course gives you a practical framework for modern public relations across media, executive visibility, thought leadership, reputation, and crisis readiness. You will learn how to find newsworthy angles, develop clear narratives, research relevant journalists and outlets, write stronger pitches, and build professional relationships that create value for both the organization and the media.

Across five focused lectures, you will build the complete public relations system. The course covers the modern PR growth model, story and narrative development, media research and pitching, executive visibility and reputation, crisis readiness, and measurement. Each lecture connects concepts to a continuing case and a practical assignment so that you can apply the framework to a real business, leader, brand, client, or cause.

This course is designed for founders, marketers, PR professionals, executives, consultants, creators, and communications leaders. No prior public relations experience is required. Bring a real organization or message you want to communicate more effectively.

Dr. Law Payne combines advanced business education with extensive experience in entrepreneurship, marketing, organizational leadership, teaching, and coaching. The emphasis is on credibility, useful stories, ethical communication, durable relationships, and measurement that connects public relations activity to meaningful outcomes.

By the end, you will have a repeatable PR system for earning attention, protecting trust, and building long-term authority.

Who this course is for:

Founders, marketers, PR professionals, executives, consultants, creators, and communications leaders.

Public Relations for Growth: Earn Attention and Authority

What you'll learn

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Course content

Build the Complete Public Relations System5 lectures • 49min

Applied Workshop Lab: Evidence, Experiments and Execution6 lectures • 1hr

Requirements

Description

Who this course is for: