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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
Marketing Public Relations

The Ultimate Public Relations Masterclass

Everything you need to know to be successful at PR in a digital world
Bestseller
Rating: 4.5 out of 54.5 (1,174 ratings)
3,542 students
Created by Heather Baker
Last updated 9/2019
English
English
30-Day Money-Back Guarantee

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.

Featured review

Naomi Oelker
Naomi Oelker
34 courses
12 reviews
Rating: 5.0 out of 59 months ago
My primary goals were to check whether I want to shift to this field of work and to fill potential knowledge gaps. Although I have decided that PR is not for me, I have been very satisfied with what I have learned in this course. The introducation to PR alone has already been worth my money. The lectures were professionally handled and to the point. Thank you very much for this course!

Course content

13 sections • 51 lectures • 2h 48m total length

  • Preview04:41

  • Preview00:33
  • Preview04:19
  • Activity: What is PR?
    2 questions
  • Preview08:37
  • Core concepts in PR
    6 questions
  • Digital PR and your website
    06:11
  • Digital PR and your website
    6 questions

  • 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
  • Real-life research and planning exercise
    1 question

  • Finding a story that works
    06:15
  • Creativity in PR
    03:15
  • Creating newsworthy stories
    07:14
  • Finding your hook
    01:46
  • Activity: Generate a few story ideas
    1 question

  • 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
  • Media Relations
    5 questions

  • Social Media
    06:44

  • 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
  • Other media relations tactics
    3 questions

  • Writing for PR
    01:00
  • Producing great content
    02:59
  • PR writing formats
    08:03
  • Writing for PR
    2 questions

  • 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
  • Strategy Planning
    1 question

  • Issues management
    02:20
  • Crisis communications
    04:53
  • Case studies
    00:58
  • Issues management and crisis communications
    4 questions

Instructor

Heather Baker
PR Agency Founder and CEO
Heather Baker
  • 4.5 Instructor Rating
  • 1,174 Reviews
  • 3,543 Students
  • 1 Course

Heather Baker is the founder and CEO of two award-winning companies: TopLine Comms, a digital PR agency and TopLine Film, a video production company. Heather is a digital PR specialist and an award-winning blogger and has served as President of the Entrepreneurs’ Organization’s UK Chapter and Comms Director of its European operations. She loves donkeys, technology and champagne.

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