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Become a Publicist. A STEP by STEP HOW-TO BOOTCAMP
CHAPTER 1 - PUBLIC RELATIONS PUBLICITY AND MARKETING DEFINED
PART I: CHAPTER 1 TABLE OF CONTENTS
The basic principles and predicting realistic goals of strategy
Using Publicity and Marketing tools
Understanding PR and how to "work it" for you
CHAPTER 1 SUMMARY: What did we learn?
LECTURE 1: Public Relations, PublIcity and Marketing Defined
CHAPTER 1 LEARNING OBJECTIVES
LECTURE OVERVIEW
Public Relations Pie
Public Relations (PR) Defined
Public Affairs Defined
Marketing Defined
Publicity Defined
Special Events Defined
Publicity Defined
CHAPTER 1 SUMMARY: What did we learn?
LECTURE 2 - Developing a Public Relations Plan
CHAPTER 2 LEARNING OBJECTIVES
What is a Media Kit?
Contents of a Media Kit
How to Write Your First Press Release
What is a Media Advisory / Media Alert?
What is a Backgrounder?
What are Talking Points?
Traditional Media Kit vs. Electronic Media Kit
How to Distribute a Media Kit
Using Email to Distribute Media Kits
CHAPTER 2 SUMMARY: What did we Learn?
CHAPTER 2 EXERCISE
LECTURE 3: The Power of the Pitch
CHAPTER 3 LEARNING OBJECTIVES
What is a Pitch?
Story Ideas and Formats
The Press Release vs. The Media Pitch
Embargoed Press Releases
CHAPTER 3 SUMMARY: What did we learn?
CHAPTER 3 EXERCISE
LECTURE 4: Distributing Newsworthy Information
CHAPTER 4 LEARNING OBJECTIVES
What is a Distribution Channel
Modern Methods of Distribution
Newswire Services
Self-Distribution and Faxing
Print Media
Websites and Online Media
What is a VNR?
Goals of Online Distribution
Broadcast Media
Marketing Campaigns and Unconventional Distribution Channels
Working with an Advertising Agency
CHAPTER 4 SUMMARY: What did we learn?
CHAPTER 4 EXERCISE
LECTURE 5: Social Media: Facebook, LinkedIn, YouTube, Flickr, Twitter
CHAPTER 5 LEARNING OBJECTIVES
What is Social Media?
Criticisms of Social Media
Web Surfers: Unique Users and Page Views
Self Advertising Solutions: Advertising Using Social Media
Reputation Management: It's YOUR Responsibility
CHAPTER 5 SUMMARY: What did we learn?
CHAPTER 5 EXERCISE
LECTURE 6: Cultivating Relationships - Media Lists and Networking
CHAPTER 6 LEARNING OBJECTIVES
First Things First
Establishing Networks
How to Network with Media Influencers
Online Tools for Networking
CHAPTER 6 SUMMARY: What did we learn?
CHAPTER 6 EXERCISE
LECTURE 7: Sponsorship and Branding
CHAPTER 7 LEARNING OBJECTIVES
What is in a Brand?
How to Get Sponsors
Social Responsibility
In-Kind Donations, Charitable Giving, Grants
The Sponsorship Proposal
CHAPTER 7 SUMMARY: What did we learn?
CHAPTER 7 EXERCISE
LECTURE 8: Moral and Ethical Behaviors in Public Relations
CHAPTER 8 LEARNING OBJECTIVES
What is Acceptable Behavior?
Code of Ethics and Ethical Guidelines
CHAPTER 8 SUMMARY: What did we learn?
CHAPTER 8 EXERCISE
COURSE REVIEW: WHAT HAVE WE LEARNED?
YOU ROCK! CAN YOU ANSWER THIS?
Embargoed Press Releases
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