Public Relations Recap

• What is Public Relations
• Public Relations Process
• The Many Components of Public Relations
• Key Difference between Public Relations and Advertising

Creating and Implementing a Public Relations Plan

• Situation Analysis (S.W.O.T.)
• Target Audience(s)
• Goals (What Do We Hope To Accomplish?)
• Objectives (What Needs To Be Done?)
• Key Messages
• Strategy
• Tactics
• Timeline

Contributions of Public Relations Campaigns to Strategic Management

• Environmental Scanning
• Issues Management
• Crisis Management
• Relationship Management
• Reputation Management

Crisis Management Using Public Relations Means

• 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 Organizational Image

• Public Opinion
• Image and Reputation Management
• From Identity to Reputation
• Relationship Management

Measuring Public Relations Effectiveness

• Output
• Outcome
• Matching Objectives and Results
• Management by Objectives
• Public Opinions and Surveys
• Audits