Public Relation Campaign
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    تفاصيل الدورة

    Objective
    • List and define PR concepts and differentiate between PR and advertising
    • Create and implement a PR plan
    • List contributions of PR campaigns to strategic management
    • Manage a crisis using PR
    • Explain the importance of organizational and corporate image
    • Measure PR effectiveness
    Outline
    PR recap
    • PR: definitions, concepts
    • Stakeholders in PR
    • The many components of PR
    • Key differences between PR and advertising
    Creating and implementing a public relations plan
    • PR plan: definition and needs
    • Characteristics of a PR plan
    • SWOT analysis (Strengths, Weaknesses, Opportunities and Threats)
    • Target audience(s)
    • Goals (what we hope to accomplish)
    • Objectives (what needs to be done)
    • Key messages: simple and descriptive
    • Strategy (methods to accomplish objectives)
    • Tactics (deadlines and cost)
    • Timeline and responsibilities
    Contributions of PR campaigns to strategic management
    • PR and strategic management
    • Taking a strategic approach
    • What can PR accomplish
    • Environmental scanning
    • Internal and external environment
    • Managing issues
    Crisis management using PR
    • Defining and identifying a crisis
    • Remembering the rules in a crisis
    • Phases of a crisis
    • The disclosure principle
    • The symmetrical communication principle
    • The relationship principle
    • The accountability principle
    Importance of the organizational image
    • Public opinion (attitudes, opinions, actions)
    • Building the organizational image
    • Variables of managing the image
    • Image and reputation management
    • From identity to reputation
    • Relationship management
    Measuring PR effectiveness
    • Purpose of evaluation (output, outcome)
    • Evaluating (process and goals)
    • Matching objectives and results
    • Measurement (production, exposure)
    • Weaknesses of the traditional approach
    • Measurement techniques 
    تحديث بتاريخ 16 May, 2024

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