P. R. Basis (2021)
Replenishment date: 20.03.2021
Content: text (58 symbols)
️Automatic issue of goods ✔️
️Automatic issue of goods ✔️
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Description
PR Basis
Online course on how to promote your project.
Competent PR is an opportunity to make people know and talk about you. To achieve this, we will easily analyze the basic principles of PR that are applicable to any project. We will learn to feel our brand and audience, determine positioning and build live communications.
Together with Alice, we will discuss everything that is important to know for publication in our and world media.
Using the example of case studies, we will understand how to react to criticism and how to turn negative in our favor.
Let's raise the topic of events and learn how to make promotions so that sold-out becomes the norm.
After the course
Image
You will think over your messages and communication and understand how to make friends with the media. You will understand the crisis PR and you will be able to translate any negative in your favor.
Promo
You will work with universal PR tools and you will be able to use them to promote any project - personal brand, business, event.
Strategy
Create your own PR strategy with audience analysis and ready-made positioning.
Program:
Simple PR logic
Aesthetic, competent, unobtrusive PR
Why everyone needs PR
The goals of correct communication
How it differs from marketing and SMM
PR person as the face of a brand: responsibilities, principles and values
Homework: Tell us about the project you will be working on during the course. For training, you can take the project of your friends. What is he talking about, what communication channels he already has.
The target audience
Who are these people (C) basic characteristics and detailed portraits of their audience
Where to catch: media, locations
Comprehensible communication with “own” people
How do people understand whether to stop at your post or material or move on
How to expand, change or get rid of irrelevant audience
Homework: Describe your brand's audience. Create three to five audience portraits, including their expectations and concerns about your industry. Where to “catch” these people? Write down the wishes (goals) for expanding the audience, if any.
Brand positioning
Reputation Above All
The project is also a brand
Image and crisis PR, situational and event-driven
Positioning: how to come up with character for a brand
Tone of voice: brand tone and reference to the target audience
As always, match the given positioning and high reputation
PR strategy
What are communication and PR strategies
Content: how to determine what we are talking about
Communication Risks: Preventing Misunderstandings
Messages: we put accents in communication
Choosing tools and platforms
Goals and Results
Homework: prescribe brand positioning, tonality, assess current reputation. Divide the brand into strengths, unique and weaknesses. Highlight 2-5 messages of the communication campaign.
Ideas for media publications
Purpose and value of publications
Congratulations, you have a newsfeed!
When there are no news reasons: how to remind of yourself
Expertise and exclusive
Delivering messages through publications
Communication with journalists and editors
Features of the media sphere, including the world
How to find “your journalist”
Pitching and letter to the editor / first contact
Editorial etiquette
Paid materials and special projects
Press release and media packaging
Homework: Write up to five post ideas. Write out a list of media and journalists relevant to your current PR campaign, find their contacts, study what they write about. Decide which ideas are right for a particular media.
Promotional events: from exhibitions and presentations to festivals
Event is also a brand
We plan promo events
Goals and messages
Announcement as a start of PR: when do we start
Event positioning: loud promo vs underground
Crisis communication and risks
Organizer reputation
Online course on how to promote your project.
Competent PR is an opportunity to make people know and talk about you. To achieve this, we will easily analyze the basic principles of PR that are applicable to any project. We will learn to feel our brand and audience, determine positioning and build live communications.
Together with Alice, we will discuss everything that is important to know for publication in our and world media.
Using the example of case studies, we will understand how to react to criticism and how to turn negative in our favor.
Let's raise the topic of events and learn how to make promotions so that sold-out becomes the norm.
After the course
Image
You will think over your messages and communication and understand how to make friends with the media. You will understand the crisis PR and you will be able to translate any negative in your favor.
Promo
You will work with universal PR tools and you will be able to use them to promote any project - personal brand, business, event.
Strategy
Create your own PR strategy with audience analysis and ready-made positioning.
Program:
Simple PR logic
Aesthetic, competent, unobtrusive PR
Why everyone needs PR
The goals of correct communication
How it differs from marketing and SMM
PR person as the face of a brand: responsibilities, principles and values
Homework: Tell us about the project you will be working on during the course. For training, you can take the project of your friends. What is he talking about, what communication channels he already has.
The target audience
Who are these people (C) basic characteristics and detailed portraits of their audience
Where to catch: media, locations
Comprehensible communication with “own” people
How do people understand whether to stop at your post or material or move on
How to expand, change or get rid of irrelevant audience
Homework: Describe your brand's audience. Create three to five audience portraits, including their expectations and concerns about your industry. Where to “catch” these people? Write down the wishes (goals) for expanding the audience, if any.
Brand positioning
Reputation Above All
The project is also a brand
Image and crisis PR, situational and event-driven
Positioning: how to come up with character for a brand
Tone of voice: brand tone and reference to the target audience
As always, match the given positioning and high reputation
PR strategy
What are communication and PR strategies
Content: how to determine what we are talking about
Communication Risks: Preventing Misunderstandings
Messages: we put accents in communication
Choosing tools and platforms
Goals and Results
Homework: prescribe brand positioning, tonality, assess current reputation. Divide the brand into strengths, unique and weaknesses. Highlight 2-5 messages of the communication campaign.
Ideas for media publications
Purpose and value of publications
Congratulations, you have a newsfeed!
When there are no news reasons: how to remind of yourself
Expertise and exclusive
Delivering messages through publications
Communication with journalists and editors
Features of the media sphere, including the world
How to find “your journalist”
Pitching and letter to the editor / first contact
Editorial etiquette
Paid materials and special projects
Press release and media packaging
Homework: Write up to five post ideas. Write out a list of media and journalists relevant to your current PR campaign, find their contacts, study what they write about. Decide which ideas are right for a particular media.
Promotional events: from exhibitions and presentations to festivals
Event is also a brand
We plan promo events
Goals and messages
Announcement as a start of PR: when do we start
Event positioning: loud promo vs underground
Crisis communication and risks
Organizer reputation
Additional Information
Product launch on the marketPreparing to launch a product
Communication goals and expected results
Features of crowdfunding launches
Preparing content and assigning roles
Start and next steps
Risks and vulnerabilities to look out for
Homework: put together a communication strategy and a PR plan for your project / event / brand launch in one file or presentation, taking into account previous knowledge: brand description, audience, positioning, messages, strengths and vulnerabilities, communication goals, relevant media with ideas for publications etc.
How to solve crisis situations (cases of brands and organizers)
Internal and external crises and how to deal with them
The level of tin and preparation of the anti-crisis campaign
Brand behavior
Fakap or black PR?
The machinations of competitors
Reaction to criticism
Homework assignment: analysis of real and fictitious crises that I will give home: you need to determine where the black PR was, whether the brand got out of the situation correctly, what would you do.
Workshop
We will analyze a number of PR strategies and ideas for students' publications, we will improvise on other ideas within the framework of specific PR goals. Different works from different fields will be selected, free listeners will be able to ask questions, take part in the discussion and get ideas for themselves.