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LinkedIn Learning

Public Relations Foundations

via LinkedIn Learning


Learn a modern approach to public relations. Discover an eight-step PR process to create media exposure, sway consumer opinion, and maintain a good reputation.


  • Building your first PR program
1. From PR to PR Expanded
  • Starting with your credibility
  • Using an eight-step PR approach
2. Today's Consumers
  • Developing audience profiles
  • Using trusted research with new media
  • Investigating PR and social media audits
  • Applying SWOT to move forward
3. The Integrated Approach to PR Planning
  • Developing your PR plan
  • Setting attainable goals and objectives
  • Developing your messaging
  • Understanding content optimization
  • Using a media mix to get attention
4. Relationships and Champions
  • Building media relationships
  • Igniting employee champions
  • Using influencer marketing
  • Developing community before a crisis
5. When Crisis Strikes
  • Creating your crisis team and playbook
  • Adding social media in a crisis plan
  • Comparing an issue versus a crisis
  • Building a comment response chart
  • Engaging with media during a crisis
6. PR Writing Today
  • Uncovering fake news
  • Learning visual storytelling
  • PR writing for social media
7. The Value of PR
  • Tying PR to business goals
  • Quantifying PR measurement
  • Reporting to business executives
  • Documenting lessons learned
  • Why AI matters to PR
  • Creating ethical benchmarks in PR
  • Next steps

Taught by

Deirdre Breakenridge


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