Public Relations Boot Camp Course Outline

Public Relations Boot Camp

How to Use This Guide

Session One: Course Overview

Session Two: Public Relations


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