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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/the-nuts-and-bolts-of-public-relations
课程评论：没有评论
课程名称：公共关系的基础知识 概述：在本课程中，您将学习如何创建与“公共关系”相关的必要材料，包括新闻稿、故事推介和媒体联系人列表。这些材料可以用来讲述贵公司的故事。所有材料都必须保持“在传达主题上”和公司使命及核心价值观一致。与记者和其他媒体专业人士的合作有时可能具有挑战性，因此我们将讨论建立这些关系的一些技巧。最后，我们将探讨社交媒体影响者以及与影响者合作是否是您沟通目标的合适策略。 课程大纲： 1. **写作新闻稿** - 描述：在此模块中，您将学习如何在组织内部识别“新闻”，并撰写新闻稿以获得媒体关注和宣传。 2. **故事推介** - 描述：在此模块中，您将学习如何制定推介以分享给记者，确保您的故事成为标题头条。您将练习撰写推介和相关的新闻稿。 3. **保持“在传达主题上”** - 描述：在此模块中，您将学习如何确保消息始终与组织的使命和核心价值观一致，以及不同媒体需要不同的信息策略。 4. **影响者** - 描述：在此模块中，您将了解社交媒体影响者及其影响力回报。您将理解影响者为何对沟通计划有价值，各种类型的影响者，以及如何选择与您组织目标一致的影响者。
Name:Writing the Press Release
Description:In this module, you will learn how to identify “news” within your organization and write a press release to gain media attention and publicity.
Name: Pitching Stories
Description:In this module, you will learn how to formulate a pitch to share with journalists that will ensure your story makes headlines. You will practice writing a pitch and accompanying press release.
Name:Staying “On Message”
Description:In this module, you will learn how messaging should always ladder up to an organization’s mission and core values, and how different media require different messaging strategies.
Name:Influencers
Description:In this module, you will learn about social media influencers and their return on influence. You will understand why influencers are valuable to communication plans, and the different types of influencers, and how to choose one that aligns with your organization’s goals.
In this course, you will learn how to create the necessary collateral related to “doing” public relations, including a press release, story pitch, and media contact list. These collateral materials can then be used to tell your company’s story. It’s important that all collateral stay “on message” and communicate a company's mission and core values. Working with journalists and other media professionals can sometimes be challenging, so we’ll talk through some tricks to building these relationships. Lastly, we’ll talk about social media influencers and if working with influencers is the right tactic for your communication goals.
