PR: definitions, concepts

• Stakeholders in PR

• The many components of PR

• Key differences between PR and advertising

• Creating and implementing a public relations plan

• PR plan: definition and needs

Hands-On Exercise: The "Hot Seat" Simulation

The "Social First" Workflow:

Influencer Management

• Social Listening: Using tools to monitor sentiment spikes during the event.

• The "Holding Statement": Having pre-approved, "fill-in-the-blank" templates for medical emergencies, tech failures, or protests so you can respond in seconds, not hours.

• Dark Site Readiness: Understanding when to "black out" your event's social media channels to show respect during a serious incident.

• Characteristics of a PR plan

• SWOT analysis (Strengths, Weaknesses, Opportunities and Threats)

• Target audience(s)

• Goals (what we hope to accomplish)

• Objectives (what needs to be done)

• Key messages: simple and descriptive

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• Strategy (methods to accomplish objectives)

• Tactics (deadlines and cost)

• Timeline and responsibilities

• Contributions of PR campaigns to strategic management

• PR and strategic management

• Taking a strategic approach

• What can PR accomplish

• Environmental scanning

• Internal and external environment

• PR Team:

  • Planning and organizing

  • Leading and directing

  • Analyzing and evaluating

  • Inspiring and building rapport

  • Communication skills

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• Crisis management using PR

• Defining and identifying a crisis

• Remembering the rules in a crisis

• Phases of a crisis

• The disclosure principle

• The symmetrical communication principle

• The relationship principle

The "Message House" Method

• Importance of the organizational image

• Public opinion (attitudes, opinions, actions)

• Building the organizational image

• Variables of managing the image

• Image and reputation management

• From identity to reputation

• Relationship management

• Measuring PR effectiveness

• Purpose of evaluation (output, outcome)

• Evaluating (process and goals)

• Matching objectives and results

• Measurement (production, exposure)

• Weaknesses of the traditional approach

• Measurement techniques

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