PART 1: PR Planning & Writing Basics
Topics covered in this part include:
Chapter 1: Cornerstones of Communication
- Good Writing
- Reading, Resourcefulness and Curiosity
- Associated Press Style
- The Writing Process
- PR Pro Advice: Hinda Mitchell, Inspire PR Group
Chapter 2: The Discovery Process
- Do the Research
- Understand Your Brand
- Identify Audiences
- How the Pros Do It: Sonoma County Responds to Shifting Traveler Priorities
- Target Specific Objectives
- How the Pros Do It: Overcoming Apathy to Register New Organ Donors
- PR Pro Advice: Marty McDonald, Fahlgren Mortine
Chapter 3: Analyzing Audiences
- How the Pros Do It: University of Pittsburgh Forges Ahead
- PR Pro Advice: Gayle Saunders, The Saunders PR Group
- How the Pros Do It: Travel Nevada Gives Post-COVID Tourists a Transformative Experience
Chapter 4: Strategic Messaging
- Know Your Message
- Create Compelling Information
- How the Pros Do It: Encouraging Millennial Moms to Learn the Signs and Act Early
- Stay True to Your Brand
- Choose Channels With a Purpose
- How the Pros Do It: Tapping Into TikTok to Target Young Teachers
- PR Pro Advice: Heather Whaling, Geben Communication
