A/E/Course: PUBLIC RELATIONS AND MARKETING COMMUNICATIONS

Public relations, or PR for short, is so much more than “spin.” Done well, great PR creates, protects, and preserves brands. It engages audiences with content and messaging that’s relevant, timely and compelling. And it’s critical to your business.

PR—and its companion field of marketing communications—has depth and utility that extends far beyond the basics. For example, every talented communicator should be able to write well. Writing is the stock in trade for communicators, whether writing website content, proposals, social media posts, blogs, or news releases. And the business of communications focuses on developing and shaping brands through storytelling, earned media, social media, influencer engagement and digital content—and on building awareness and understanding of your firm with internal and external stakeholders.

Of equal importance, PR and communications must shape and provide a layer of protection to your organization or brand reputation. This is critical when your business, industry, or client is facing a crisis, which if not properly managed, can negatively impact the reputation and bottom line.

During this course, presenter Hinda Mitchell will rely on her three decades of PR experience to share techniques, best practices, and barriers to effective communications. It includes three hour-long sessions, including PR 101, Leading in Crisis, and Engaging Storytelling.

CEUs

Each 60-minute webinar in this course is approved for 1 continuing education unit (CEU) for the Certified Professional Services Marketer (CPSM) program.

About the Instructor

Hinda Mitchell
Founder & President
Inspire PR Group

Hinda Mitchell is the founder and president of Inspire PR Group, a nationally recognized, midsize communications firm representing brands across the United States. At Inspire, Hinda leads a team of public relations and digital professionals shaping communications strategies and delivering strong results for a diverse group of clients.

Hinda is a trusted public relations advisor to national organizations and corporations and provides direct counsel to CEOs, C-suite executives, and association leaders on complex business matters. She has extensive experience in providing strategic, high-level communications support to companies, state and national trade associations, advocacy groups, restaurants, education organizations, and nonprofit groups. Hinda has led communications strategy and response for numerous high-profile national crises in manufacturing and production, construction, and real estate, and environmental, as well as for nonprofit organizations and schools.   

Module 1:PR 101

Where does public relations (PR) begin? It starts with growing and developing as a great generalist communicator. That means being a great writer, knowing how to work with reporters, understanding the role of digital communications, social media management, internal communications, crisis management, and creating relevant messaging.

During this 60-minute module, participants will learn:

• The value and impact of public relations for a firm’s internal and external audiences
• How to develop as a writer
• Understanding the role of journalists for earned media
• Best practices for social media and digital content
• Building and using messaging
• The role of crisis preparedness and response

Module 2: Storytelling

Great communications starts with a compelling story, which is key to engaging and connecting with your audiences. As marketers, the way you craft and tell the story of your organization must be captivating and relevant. As you combine facts and narrative, your story is developed.

During this 60-minute module, participants will learn how to:

• Create your brand or business story
• Work through the storytelling process
• Identify your audiences
• Determine the right storytelling vehicles
• Create great content
• Share your story effectively

Module 3: Leading Through Crisis

Those with responsibility for maintaining the brand and reputation of a business have an essential role in successfully guiding a team and firm through crisis. In this module, participants will focus on how marketers and communicators can lead their business through a crisis in their operations or industry. It will examine the essential traits of a leader and provide specific crisis preparedness and response best practices.

During this 60-minute module, participants will learn:

• Developing skills as a crisis leader
• The attributes of a leader in crisis
• The difference between crisis and issues
• Message development and values messaging
• Building trust and confidence among stakeholders
• How to prepare for a crisis in your organization
• What to expect when a crisis strikes 

Each 60-minute webinar in this course is approved for 1 continuing education unit (CEU) for the Certified Professional Services Marketer program.