What courses are the materials designed for?

Introductory public relations courses

Capstone and advanced public relations case studies courses

Intermediate-advanced public relations writing courses

introductory-intermediate crisis communication courses within public relations

What careers does this courseware prepare students for?

public relations strategist, publicist, PR consultant, PR agent

PR and communications manager, PR and events manager, PR account manager

content writer, PR specialist, brand writer, copywriter

brand spokesperson, PR specialist, public affairs specialist, crisis management specialist

What is the courseware’s overall focus

Introducing students to fundamental principles of public relations. By course end, students will adeptly navigate integrated campaigns, manage crises, employ social media for relationship-building and brand recognition, execute research, craft strategic messaging in AP style, and establish SMART goals and measurable objectives for effective PR campaigns.

Learning through real-life scenarios, offering lessons in crisis communication for public relations professionals and students. The book presents twelve situations drawn from real events, encouraging readers to engage in decision-making and learn from both positive and negative outcomes. The approach combines narratives of firsthand experiences, role-playing exercises, and hands-on analysis to prepare individuals for effective problem-solving in the complex realm of public relations.

Equipping individuals with comprehensive skills in public relations writing, covering various aspects such as legal and ethical considerations, AP Style, news releases, social media, web content, persuasive writing, and campaign strategies. It emphasizes practical knowledge and techniques required for effective communication in the field, including storytelling, brevity, audience analysis, and integrating words with images.

Examining strategic communication practices and learning how to apply them before, during, and after a crisis. Special emphasis is placed on pre-crisis communication, crisis communication planning, media relations, image restoration, and ethical responses. The courseware combines hands-on activities, theoretical learning techniques, and additional practice in the accompanying simulation.

What topics differentiate the courseware from other PR textbooks?

• Identify and apply steps of navigating a crisis
• Utilize social media to build mutually beneficial relationships
• Create and write thoughtful messaging in Associated Press (AP) style
• Develop and assess SMART goals and measurable objectives, strategis, and tactics
• Conduct quantitative and qualitative research campaigns

• Prepare and present a clear, well-organized presentation to a group using appropriate visual aids
• Navigate relationships with the media, stakeholders, and the community to best represent your organization
• Develop a public relations strategy to prevent and resolve problems, issues, and crises
• Recall and articulate the basics of strategic communication management
• Adhere to the PRSA Code of Ethics and the IPRA Code of Conduct to communicate ethically

• Identify key elements of effective PR storytelling
• Develop skills to create impactful news releases and foster improved media relations
• Create persuasive email pitches and craft engaging headlines for feature stories
• Strengthen social media messaging using platform-specific techniques
• Define the role persuasion plays in PR writing and outline effective campaign strategies

• Identify the difference between a reputational and organization crisis
• Discuss ethical approaches in crisis communication
• Identify components of a Crisis Communication Plan
• Effectively answer reporters' questions
• Successfully manage social media during a crisis

Is it highly integrated with the state-of-the-art Simternship?

Yes

No

No

Yes