Buy this book - there is a template inside that gives you a step-by-step breakdown for a press release. It is also a very good book to have after graduation. I still thumb through it from time to time as I find it motivating.
https://www.amazon.com/Free-PR-Chased-Without-Hiring/dp/1619615282/
You'll probably want to start with looking at case studies. When I was getting my degree, my professor assigned a book called cases in public relations management that was a good resource.
I would use this Crunchie article as a resource for Reddit concerning social impact Then demonstrating corporate PR engagement I would look at Panos Panay/Microsoft Surface GM Then cite subreddits for industry specific news cycles ie /r/technology, /r/news, etc.
I know this is a PR sub, but I'll give you a review from a marketing perspective.
I didn't buy the book but spent 15 minutes considering a buy. I was not convinced and didn't buy. Here's my thinking to help you.
Price. Amazon offered me multiple suggestions of books with as many as 172 reviews and are cheaper than your book. These books can be gotten
For example, Methods of Persuasion has 15,000 sales and is a much longer read (242 pages) than your e-book (78 pages).
Length. 80 pages signaled this was an ebook, not a rigorously researched and written tome.
Bland writing I read the product description and scanned the sample. There was never a hook to pull me in.
The Foreword was boring and skippable (but often they are). I didn't like how the Foreward pushed an external website. That's not a problem if that's your website.
The excerpt in the 1st chapter lacked flair and there was no intro that pulled me right into a story. If this was a news story, the readers would have clicked away to something else. Remember, storytelling is very important and you don't need to just have case studies is separate chapters. Tell stories everywhere.
Your competition. Amazon is all about making money for Amazon. So, Amazon distracted me more appealing books. And you know what, I did consider buying one of the other books. (I didn't though).
Organizations that have internal comms issues like this often benefit from a strategic communications audit performed by a third-party consultant. You can do one yourself for your organization, but I don't recommend it. Employees might be wary of being critical when talking with company comms pros because they fear retaliation if they speak honestly, even if you guarantee anonymity.
This book by Downs and Adrian is the standard handbook for doing these audits, and I suggest reading it before working with a consultant so that you're all on the same page. And if you really want to delve deep into internal comms, this textbook by Kramer and Bisel is excellent.
Are you goal-setting, measuring and evaluating your campaigns or are you just creating content and messaging and hoping for the best? For anyone who needs help in this area, this book by Michaelson and Stacks is very helpful.
The lack of comments speaks volumes about the lack of good comms-strategy books out there. So many gurus, so little value.
Harvard Business Review has a series called "10 Must Reads" that includes one volume on strategic marketing. That's definitely worth your time.
https://www.amazon.com/HBRs-Must-Reads-Strategic-Marketing/dp/1422189880/ref=asc\_df\_1422189880
I'd upvote that last paragraph twice if I could -- I spent too many years without a good task-list system and unnecessarily hobbled myself.
There are a million options out there, but Obsidian is free, cross-platform and stores your notes/lists as plain-text files so you can always move to another system if you like. I've got mine set up to automatically roll over unfinished items from my daily to-do list into the next day.
I recommend this desk reference for public relations and marketing writing. If you want to practice your skills, consider doing pro bono work for a nonprofit. Helping a nonprofit with a fully formed campaign will give you a chance to work on all sorts of writing: strategic communications plans, creative briefs, news releases, social media copy, ad copy, blog posts, video scripts — whatever might be necessary given their resources and your willingness to help.
There are lots of answers to this question, but I think the best can be found in David Phillip's 2007 presentation on 'Transparency, Porosity, and Agency'. Specifically how the internet is impacting how organisations need to communicate because of what social media does to the flow of information. Yes, it's theoretical, but you can easily see how it can be applied in reputation management: https://www.slideshare.net/dphillips4363/transparency-porosity-and-agency
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For context, I now work full-time in PR having graduated with a PR degree in 2012.
A professor at Cal State University addressed the "mindfulness" issue on the lations Review" podcast. This appears to be a silent problem. Listen to how he suggests reducing the stress in your PR job. The link is below.
Great start. Another solid resource is the Public Relations Review podcast. This podcast interviews professionals from all across the nation on numerous PR topics. For starters, listen to the program about how to successfully pitch your story to the media. This information from a former reporter/TV news producer. Get prepared for crisis prevention/communications with insights from one of the top crisis communications professionals--Jonathan Bernstein. Over 40 episodes worth. This link will take you to one of the podcast sites where you can decide which of the many episodes work for you. It costs you nothing but the time to listen.
Jamie Estes operates her established Louisville PR firm to promote culinary events, etc. She outlines how she got started in that area of PR. She explains her career path on the Public Relations Review podcast. You can listen to her podcast PR in the Culinary Industryinterview from the link below.
Other small companies have had the same problem. One new PR person outline the tactics she used to get some great exposure for that company. You can benefits from her experience via her interview on the Public Relations Review podcast. A link to her interview is below.
Don't be hesitant about asking questions.and offering ideas. This give you the chance to help develop the piece to you benefit. More precise guidance to pitching and working with the media was provided by Annie Scranton, a former TV producer and journalist. She offered the advice on the Public Relations Review podcast. You can hear her interview at the link below.
My company receives reviews on G2, a software review site. It's pretty helpful to track what customers say about us. Plus it's a trusted page for teams that are looking for PR & communications software.
Just like a news article, a press release should use simple language and get to the point as soon as possible. Avoid the passive voice like the plague and keep your sentences short. Hemingway is a great online tool to measure how readable your writing actually is. Aim to keep the reading grade level in the 10-12 range
This is a great resource with templates inside. I stepped away from PR for a bit and this book was a great refresh. Free PR: How to Get Chased By The... https://www.amazon.com/dp/1619615282?ref=ppx_pop_mob_ap_share