Course outline for
Public Relations Boot Camp
Public Relations Boot Camp Course Outline
How to Use This Guide
Session One: Course Overview
Session Two: Public Relations
Introduction
Pre-Assignment Review
What Public Relations Is All About
Session Three: Building Your PR Plan
Defining Reality
Defining the Goal
Selecting Your Strategy and Tactics
The Plan
Getting Down to Business
Wisdom Work
Session Four: Structuring Messages
Creating Your Media Image
Getting Clear on Your Message
Making Connections
Media Kits
Creating Strong, Positive Messages
Session Five: Establishing Media Guidelines
Defining Guidelines
Two Groups are Better Than One
Selecting a Spokesperson
Approval Process
Session Six: Managing the Media
Building Rapport with Reporters
Answering Tough Questions
Speaking in Sound Bites
Getting Creative
Options When You Have “No Comment”
Session Seven: The Press Release
Before You Start
Other Options
The Basics
Give it a Shot
Session Eight: PR and the Crisis
Business Continuity and Recovery
Setting Priorities
Essential Crisis Plan Elements
Exercising Options
Reviewing and Revising
Session Nine: Social Media and Public Relations
Where It Is
Monitoring Tips and Tricks
Recommended Reading List
Post-Course Assessment
Pre- and Post-Assessment Answer Keys
Personal Action Plan
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