Strategic Public Relations Planning

Strategic Public Relations Planning

位教师：Jess Todtfeld

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1,651 人已注册

4个模块

深入了解一个主题并学习基础知识。

12 条评论

初级等级

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7 小时完成

灵活的计划

自行安排学习进度

4个模块

深入了解一个主题并学习基础知识。

12 条评论

初级等级

推荐体验

7 小时完成

灵活的计划

自行安排学习进度

您将学到什么

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.

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作业

4 项作业

授课语言：英语（English）

了解顶级公司的员工如何掌握热门技能

了解关于 Coursera for Business 的更多信息

Petrobras, TATA, Danone, Capgemini, P&G 和 L'Oreal 的徽标

该课程共有4个模块

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.

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.

涵盖的内容

10个视频4篇阅读材料1个作业2个讨论话题

10个视频总计49分钟

Introduction & welcome 1分钟
Definition and importance of strategic PR 6分钟
Evolution of PR in the digital age 5分钟
Overview of strategic PR planning process 6分钟
Identifying key stakeholders 6分钟
Current trends in PR 6分钟
Analyzing successful PR campaigns 4分钟
Understanding SMART goals in PR 5分钟
Aligning PR goals with business objectives 5分钟
Types of PR goals 6分钟

4篇阅读材料总计35分钟

Welcome to the course 5分钟
Evolution and Strategy: Foundations of PR 10分钟
Identifying Trends and Stakeholders 10分钟
Crafting Effective Plans and Goals 10分钟

1个作业总计20分钟

Introduction and PR Fundamentals 20分钟

2个讨论话题总计10分钟

Strategic PR: Impact on Long-term Business Goals 5分钟
Aligning SMART PR Goals with Business Objectives 5分钟

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.

涵盖的内容

10个视频3篇阅读材料1个作业2个讨论话题

10个视频总计46分钟

Introduction to module 2 1分钟
Audience Analysis: Techniques and Tools 5分钟
Crafting Effective PR Messages: Strategies for Engagement 5分钟
Channel Strategy: Selecting the Right Medium for Your Message 5分钟
Visual Communication in PR: The Power of Images and Videos 5分钟
Tone and Voice: Humanizing Your Brand 5分钟
Cultural Sensitivity in Messaging: Global PR Considerations 5分钟
Storytelling in PR: Building Narratives That Resonate 5分钟
Feedback Loops: Listening and Adapting to Your Audience 5分钟
Analyzing real-world examples of effective PR messaging 5分钟

3篇阅读材料总计30分钟

Understanding Audience Dynamics 10分钟
Leveraging Visuals and Consistency 10分钟
Storytelling and Modern Communication 10分钟

1个作业总计20分钟

Audience Analysis and Messaging 20分钟

2个讨论话题总计10分钟

Audience Analysis: Shaping PR Messages 5分钟
The Power of Storytelling in PR 5分钟

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.

涵盖的内容

10个视频3篇阅读材料1个作业2个讨论话题

10个视频总计48分钟

Introduction to module 3 1分钟
Crisis Communication: Preparation and Response 5分钟
Reputation Management: Building and Protecting Brand Image 5分钟
PR Evaluation: Advanced Metrics and Analysis 5分钟
Ethical Dilemmas in PR: Navigating Grey Areas 6分钟
Internal Communication: Engaging Your Organization 5分钟
Public Affairs and Lobbying: The intersection of PR and public policy 5分钟
Sustainability and CSR in Public Relations: Beyond the Buzzwords 4分钟
Content Marketing and the Modern PR Professional 5分钟
Emerging Technologies in PR: AI, VR and Beyond 5分钟

3篇阅读材料总计30分钟

Crisis Management and Reputation Building 10分钟
Ethics, Internal Communication, and Public Affairs 10分钟
Corporate Social Responsibility and Digital PR Strategies 10分钟

1个作业总计20分钟

Execution and Evaluation 20分钟

2个讨论话题总计10分钟

Effective Crisis Communication Planning 5分钟
Integrating Sustainability and CSR into PR Campaigns 5分钟

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.