The Ultimate Public Relations Masterclass
4.6 (771 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
2,396 students enrolled

The Ultimate Public Relations Masterclass

Everything you need to know to be successful at PR in a digital world
Bestseller
4.6 (771 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
2,396 students enrolled
Created by Heather Baker
Last updated 9/2019
English
English
Current price: $20.99 Original price: $29.99 Discount: 30% off
5 hours left at this price!
30-Day Money-Back Guarantee
This course includes
  • 3 hours on-demand video
  • 3 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Assignments
  • Certificate of Completion
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What you'll learn
  • 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
Requirements
  • An interest in the exciting world of public relations.
Description

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.


Who this course is for:
  • This course is for complete beginners starting out in their public relations career. It will equip you with everything you need to be successful at PR in a digital world.
Course content
Expand all 51 lectures 02:48:39
+ Introducing PR
4 lectures 19:40
How does PR relate to your daily life?
Activity: What is PR?
2 questions

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

Core concepts in PR
6 questions
Digital PR and your website
06:11
Digital PR and your website
6 questions
+ Research and planning
5 lectures 12:42
Research and Planning
00:31
Setting PR Objectives
02:42
Understanding your target audience
06:00
Gaining context
01:28
Developing your messaging
02:01
Choose a business that you are familiar with, or our fictional calorie counting app, ExactCal, and do the research and planning that is required before you start your PR strategy.
Real-life research and planning exercise
1 question
+ Generating ideas
4 lectures 18:30
Finding a story that works
06:15
Creativity in PR
03:15
Creating newsworthy stories
07:14
Finding your hook
01:46
Use what you have learned in the course, to generate some story ideas
Activity: Generate a few story ideas
1 question
+ Media Relations
9 lectures 31:49
Media Relations
00:28
How the media works
03:41
Engaging with the media
04:00
Finding your target media
05:20
Building relationships with journalists
03:06
Pitching your story to the media
08:24
Handling media interviews
03:57
Newswires
01:29
Digital distribution beyond the media
01:24

Test your knowledge on everything media relations!

Media Relations
5 questions
+ Other PR tactics
9 lectures 27:56
Other PR tactics
00:19
Influencer relations
06:14
Analyst relations
00:42
Using video in PR
03:01
Trade shows and conferences
02:47
Hosting your own events
02:17
Entering awards
10:52
Owned channels
01:00
Case studies
00:44

Can you hack it beyond media relations?

Other media relations tactics
3 questions
+ Writing for PR
3 lectures 12:02
Writing for PR
01:00
Producing great content
02:59
PR writing formats
08:03

Can you write for PR? 

Writing for PR
2 questions
+ Strategic PR Planning
7 lectures 15:51
Strategic PR Planning
00:25
Why plan?
00:59
The one-page PR strategy
02:29
The PR Plan
03:02
Managing your PR plan
02:03
Running a PR campaign
01:50
Measurement and reporting
05:03
Create a PR strategy and plan
Strategy Planning
1 question
+ Issues management and crisis communications
3 lectures 08:11
Issues management
02:20
Crisis communications
04:53
Case studies
00:58

Can you handle a crisis?

Issues management and crisis communications
4 questions