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Strategic Public Relations Planning

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Strategic Public Relations Planning

Dozenten: Jess Todtfeld

1.754 bereits angemeldet

Bei enthalten

Mehr erfahren

4 Module

Verschaffen Sie sich einen Einblick in ein Thema und lernen Sie die Grundlagen.

12 Bewertungen

Stufe Anfänger

Empfohlene Erfahrung

7 Stunden zu vervollständigen

Flexibler Zeitplan

In Ihrem eigenen Lerntempo lernen

4 Module

Verschaffen Sie sich einen Einblick in ein Thema und lernen Sie die Grundlagen.

12 Bewertungen

Stufe Anfänger

Empfohlene Erfahrung

7 Stunden zu vervollständigen

Flexibler Zeitplan

In Ihrem eigenen Lerntempo lernen

Was Sie lernen werden

Analyze and assess complex PR situations.
Develop strategic PR solutions that align with corporate communication objectives.
Create comprehensive PR plans that incorporate ethical considerations, media relations tactics, and crisis management strategies.
Evaluate the effectiveness of PR campaigns using advanced metrics and modify strategies based on data-driven insights.

Kompetenzen, die Sie erwerben

Kategorie: Social Media
Kategorie: Communication Planning
Kategorie: Content Performance Analysis
Kategorie: Public Relations
Kategorie: Crisis Management
Kategorie: Persuasive Communication
Kategorie: Marketing Budgets
Kategorie: Marketing Communications
Kategorie: AI Enablement
Kategorie: Media and Communications
Kategorie: Campaign Management
Kategorie: Persona Development
Kategorie: Target Audience
Kategorie: Strategic Communication
Kategorie: Marketing Effectiveness
Kategorie: Corporate Communications
Kategorie: Marketing and Public Relations
Kategorie: Media Relations
Kategorie: Strategic Planning
Kategorie: Teamwork

Wichtige Details

Zertifikat zur Vorlage

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Bewertungen

4 Aufgaben

Unterrichtet in Englisch

91%

of learners achieved a positive career outcome

Erfahren Sie, wie Mitarbeiter führender Unternehmen gefragte Kompetenzen erwerben.

Weitere Informationen zu Coursera für Unternehmen

Logos von Petrobras, TATA, Danone, Capgemini, P&G und L'Oreal

In diesem Kurs gibt es 4 Module

In the realm of modern public relations, practitioners face evolving challenges due to shifting media dynamics, new tools, and emerging opportunities. This course provides a comprehensive exploration of strategic PR planning within corporate communication, covering foundational concepts, measurement analysis, ethics, and execution. Real-world examples offer context and insights to reinforce key concepts.

Participants gain a nuanced understanding of the pivotal role of strategic PR planning in corporate communication. They develop skills to craft compelling PR initiatives rooted in robust strategic frameworks. Integration of technologies like GenAI enhances operational efficiency and data-driven insights. Measuring PR effectiveness using appropriate metrics is a key takeaway. Participants learn to evaluate campaign impact and optimize strategies. Essential skills for stakeholder engagement, teamwork, and adapting to the evolving PR landscape are emphasized. Case studies, from successful campaigns like Dove's #selfietalk to cautionary tales like BP's crisis management failure, offer valuable insights. Tailored to a beginner to intermediate level audience, this 4-hour course is for PR professionals, corporate communication managers, marketers, and business leaders aiming to master strategic PR planning and execution.

Moduldetails

Introduction and PR Fundamentals provides an overview of the foundational concepts of Public Relations (PR), covering its definition, importance, evolution in the digital age, strategic planning process, key stakeholders, current trends, and setting PR goals.

Das ist alles enthalten

10 Videos4 Lektüren1 Aufgabe2 Diskussionsthemen

10 VideosInsgesamt 49 Minuten

Introduction & welcome1 Minute
Definition and importance of strategic PR 6 Minuten
Evolution of PR in the digital age 5 Minuten
Overview of strategic PR planning process 6 Minuten
Identifying key stakeholders 6 Minuten
Current trends in PR 6 Minuten
Analyzing successful PR campaigns 4 Minuten
Understanding SMART goals in PR 5 Minuten
Aligning PR goals with business objectives 5 Minuten
Types of PR goals6 Minuten

4 LektürenInsgesamt 35 Minuten

Welcome to the course5 Minuten
Evolution and Strategy: Foundations of PR10 Minuten
Identifying Trends and Stakeholders10 Minuten
Crafting Effective Plans and Goals10 Minuten

1 AufgabeInsgesamt 20 Minuten

Introduction and PR Fundamentals20 Minuten

2 DiskussionsthemenInsgesamt 10 Minuten

Strategic PR: Impact on Long-term Business Goals5 Minuten
Aligning SMART PR Goals with Business Objectives5 Minuten

Module 2 focuses on understanding target audiences, crafting tailored messages, and employing effective PR tactics and channels. It delves into audience segmentation, persona development, persuasive messaging, brand voice consistency, and channel selection, emphasizing the synthesis of these elements for impactful communication strategies.

Das ist alles enthalten

10 Videos3 Lektüren1 Aufgabe2 Diskussionsthemen

10 VideosInsgesamt 46 Minuten

Introduction to module 21 Minute
Audience Analysis: Techniques and Tools5 Minuten
Crafting Effective PR Messages: Strategies for Engagement5 Minuten
Channel Strategy: Selecting the Right Medium for Your Message5 Minuten
Visual Communication in PR: The Power of Images and Videos5 Minuten
Tone and Voice: Humanizing Your Brand5 Minuten
Cultural Sensitivity in Messaging: Global PR Considerations5 Minuten
Storytelling in PR: Building Narratives That Resonate5 Minuten
Feedback Loops: Listening and Adapting to Your Audience5 Minuten
Analyzing real-world examples of effective PR messaging5 Minuten

3 LektürenInsgesamt 30 Minuten

Understanding Audience Dynamics10 Minuten
Leveraging Visuals and Consistency10 Minuten
Storytelling and Modern Communication10 Minuten

1 AufgabeInsgesamt 20 Minuten

Audience Analysis and Messaging20 Minuten

2 DiskussionsthemenInsgesamt 10 Minuten

Audience Analysis: Shaping PR Messages5 Minuten
The Power of Storytelling in PR5 Minuten

Execution and Evaluation focuses on the practical implementation and assessment of public relations (PR) campaigns. It covers key aspects such as budgeting, resource allocation, monitoring, measuring, ethics, and crisis management.

Das ist alles enthalten

10 Videos3 Lektüren1 Aufgabe2 Diskussionsthemen

10 VideosInsgesamt 48 Minuten

Introduction to module 31 Minute
Crisis Communication: Preparation and Response5 Minuten
Reputation Management: Building and Protecting Brand Image5 Minuten
PR Evaluation: Advanced Metrics and Analysis5 Minuten
Ethical Dilemmas in PR: Navigating Grey Areas6 Minuten
Internal Communication: Engaging Your Organization5 Minuten
Public Affairs and Lobbying: The intersection of PR and public policy5 Minuten
Sustainability and CSR in Public Relations: Beyond the Buzzwords4 Minuten
Content Marketing and the Modern PR Professional5 Minuten
Emerging Technologies in PR: AI, VR and Beyond5 Minuten

3 LektürenInsgesamt 30 Minuten

Crisis Management and Reputation Building10 Minuten
Ethics, Internal Communication, and Public Affairs10 Minuten
Corporate Social Responsibility and Digital PR Strategies10 Minuten

1 AufgabeInsgesamt 20 Minuten

Execution and Evaluation20 Minuten

2 DiskussionsthemenInsgesamt 10 Minuten

Effective Crisis Communication Planning5 Minuten
Integrating Sustainability and CSR into PR Campaigns5 Minuten

Module 4 delves into the strategic planning process of Public Relations (PR), focusing on integrating various elements into a cohesive plan, implementing strategies effectively, and fostering a mindset of continuous learning and adaptability in the dynamic PR landscape.