PUBLIC RELATIONS: THE BASICS | A live online course with Director of Communications behind award-winning campaigns for Nike and Gatorade (PepsiCo) | ELVTR
A LIVE ONLINE COURSE
with veteran PR and communications executive
for Nike and Gatorade (PepsiCo)
Dates:
11 MAY 2021 - 22 JUN 2021
Duration:
6 WEEKS
TUESDAYS & THURSDAYS
5 PM PST / 8 PM EST
Dive headfirst into real world Public Relations with Noah Gold, PR executive for brands with global recognition. Learn the art of keeping your product and company top-of-mind through timely, effective communication campaigns, media outreach, and events.
PREPARE TO ACCELERATE

Professional Fast-Track

Get ready for the most impactful 6 weeks of your professional life yet. Noah takes you through the fundamentals of PR step-by-step, sharing insights and strategies he's developed while working on multi-million dollar campaigns.
Each week, you'll put what you've learned into practice as you develop your own professional PR plan, press release, and media pitch.

Live and Personal

Learn in real time, with the chance to interact with Noah and your peers each week. Noah will coach you throughout with individual feedback on your PR plan, media pitch, interview, and resume.
When you have a question, stop by his weekly office hours for a chat.

 
ABOUT THE COURSE
01
Master
the process

This course will equip you to successfully create and execute strategic public relations plans for any business, brand, or product across industries:

  • Develop a complete PR plan from scratch — starting with insights and audience all the way through tactical execution
  • Master messaging and PR writing
  • Discover Noah's favorite tips and tools for maximizing PR value throughout the year
02
WIN OVER
THE MEDIA
How do you get journalist buy-in for your brand? This course will teach you how to gain organic media coverage and authentically engage your audiences with tools and tips from Noah. You'll learn how to pull off press conferences and interviews without a hitch — and you'll practice in a mock interview, with you in the hot seat as brand rep.
03
PROMOTE
YOURSELF

Cap off your learning with practice for your biggest PR pitch: yourself. Noah will walk you through the many PR roles, the skills each of them favor, and share advice from his own career journey. You'll finish the course by workshopping your resume with Noah to make it a powerful asset as you promote your career or launch your job search.

Instructor
  • Veteran PR and Communications executive for Nike and Gatorade (PepsiCo)
  • Has worked with every major men's American sports league (NFL, MLB, MLS, NHL, NBA)
  • Led PR for events including the Super Bowl, MLB and NBA All-Star Games, and the NHL Winter Classic
  • Designed and executed the communications strategy for NBC and MTV's $40 million joint venture, Dew Action Sports Tour
  • Reinvented Nike’s legendary “Just do it” campaign in 2018, provoking national dialogue on women empowerment (it is Nike’s most successful PR campaign yet)
NOAH GOLD
COURSE INTRODUCTION
SYLLABUS
01
TUE (5/11) at 5 PM PST/8 PM EST
What is PR? What is it not?

"PR" is a broadly understood — and often, misunderstood — industry. In our first lesson, we'll outline the role of PR in today's business world. We'll talk about the differences between advertising, social media, and PR and the skill set you'll need to possess as a successful PR professional.

  • Why do companies need PR? How does PR work?
  • The face of PR in 2021: Key industry changes, trends, and channels
  • PR vs other communications
  • The main skills of a successful PR professional

Assignment #1: Complete the introduction exercise and answer the following questions: Why is PR important for a brand? What do PR practitioners do and what does it take to become successful? What PR competencies do you currently possess? What PR competencies do you hope to work on in the near term? What do you hope to get out of the course?

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02
THU (5/13) at 5 PM PST/8 PM EST
Make yourself an expert on your industry and business

As a PR professional, your first job is being your industry's biggest fan. I'll teach you a process for defining trends and key PR opportunities that can be applied to any industry. Then, we'll do some basic competitor analysis using tools I'll share with you in class.

  • “Meeting the market”: Understanding when you are in the flow of the market or against it
  • The idea behind “knowing tone” vs. being “tone deaf”
  • Market research
  • Consumer trends
  • Analyze research and make it relevant for your business

Assignment #2: Conduct a brief analysis of your given industry. Identify data and insights that set the backdrop for PR strategy. Pay attention to the brand’s main competitors and how they are positioned in the market. What are the latest trends in their industry? Where is there an opportunity to be a leader?

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03
TUE (5/18) at 5 PM PST/8 PM EST
Find what makes your brand unique and build a story around it

What differentiates you in the marketplace? What are the core values of your company? What do you promise to your customer? The role of a PR manager is to illustrate the answers to these questions with impactful stories. In this class, we'll learn how to identify your brand's USP. Then, I'll lay out the methods I use to translate USP into compelling stories that resonate with the target audience:

  • Why do brands need USP, original brand voice, and clear narrative direction?
  • Why brands need stories
  • Tools and tactics to create effective storytelling
  • How to alter tone/voice according to medium
  • How to create an achievable objective that will guide your PR plan

Assignment #3: Create a USP of your company (or a company of your choice) and present your brand’s objective.

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04
THU (5/20) at 5 PM PST/8 PM EST
Get to know your Target Audience

Before creating a PR strategy or a campaign, the brand needs to know who its target customers are. What’s important to them? What do they believe in? How do they consume their media? What are their habits and hobbies?
Today, I'll introduce tools and strategies to answer these questions effectively. Then, we'll learn how to take the next step: turning answers into insights that help you reach your TA effectively and authentically.

  • Behavioral and shopping habits, and psychological insights of TA
  • Identify target audience
  • Delineation of target audience
  • Reach your target audience AUTHENTICALLY

Assignment #4: Begin initial market research, focusing on identifying your target consumer. Create a portrait of your target consumers and list three insights based on that portrait.

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05
TUE (5/25) at 5 PM PST/8 PM EST
Develop your PR plan (and then do it)

Today, I'll introduce the steps and metrics needed to create an effective and powerful PR plan. We've already worked with some of these in previous classes, so today we'll be building on what you have learned — and then putting it into practice.

  • What is a PR plan and why is it important?
  • PR plan vs PR campaign
  • What makes a successful PR plan?

Assignment #5: Building off of the previous assignments, start to outline a PR plan for your company, brand, or product.

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06
THU (5/27) at 5 PM PST/8 PM EST
Create your message framework

Clear and consistent messaging is a critical component to the public relations process that is often overlooked or simply bypassed altogether. In this class, we will learn why successful PR professionals obsess over the message, and how to get it right.

  • Creating a messaging framework
  • How to build a messaging grid
  • Deep dive into message development
  • When and how to use…proactive vs. reactive

Assignment #6: Using what we've learned, create a messaging framework for your company, brand or product.

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07
THU (6/3) at 5 PM PST/8 PM EST
Master PR writing

In this lesson, you'll learn techniques for writing that expand reach and increase shares. We'll outline pitches, press releases, backgrounders, op-eds, and other PR writing. Then, I'll share with you my personal do's and don't of tone and style that help me keep the media and consumers engaged.

  • Developing eye-catching headline
  • What problem are you solving?
  • Quotations: When and how
  • Clichés and what to say instead

Assignment #7: Develop a press release for your company or the company you've been using throughout the course.

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08
TUE (6/8) at 5 PM PST/8 PM EST
Outreach the media (effectively)

Part of effective PR is knowing how to sift through the media sea to find the right outlets for your brand. Today, I'll share a strategy for doing that which can be applied to any industry, and tips for getting journalists to bite.
Then, we'll tackle the organizational skills and tools that will help you get out your message to the right audience at the right time throughout the year.

  • Paid / Earned / Owned Media and how to take advantage of added value
  • Reinforcing media relations and building your brand's digital presence
  • What is a PR calendar and why is it important?
  • Importance of media lists
  • Measuring success

Assignment #8: Identify three target media for your brand and briefly explain your choice. Then, draft an email pitch to a journalist you hope to cover your brand.

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09
THU (6/10) at 5 PM PST/8 PM EST
PR tactics beyond the press room

Traditional media outreach is just a part of PR. Today, we'll dive into how to keep your brand top-of-mind via events, influencers, content, and more.

  • How to create a powerful event (virtual or in-person) to grow community and enhance your brand story
  • Winning over influencers and getting the most value
  • Content creation
  • Panel series

Assignment #9: Choose the 2 most relevant tactics for your brand and describe the best way to use those tactics, taking into account your brand needs (e.g. event - What kind of event could it be? What is the creative concept of that event? Where would it take place? Who would attend? etc.)

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10
TUE (6/15) at 5 PM PST/8 PM EST
Crisis management

Effective crisis response means fulfilling the expectations of the audience while protecting the reputation of the brand. Today, I'll lay out my strategy for rapid, effective crisis response and take you through one of my own crisis responses point-by-point.

  • Developing a crisis response strategy
  • Learning to prepare for crisis and plan the effective response beforehand
  • Turning a failure into an opportunity

Assignment #10: Analyze 2 cases of companies that are going through a crisis and propose a PR intervention to resolve those crisis situations.

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11
THU (6/17) at 5 PM PST/8 PM EST
How to give phenomenal interviews

In this class, we'll dig into a topic that can be scary for some PR practitioners: interviews. We'll dissect the different types of interviews and how to use this medium to drive your brand goals as a brand spokesperson. Later, I'll follow up with each of you on your mock interviews and provide some pointers.

  • Identifying the right spokesperson
  • Interview preparation
  • The interview
  • Post-interview actions

Assignment #11: Record yourself (2 min. max) answering questions about your company in an interview setting.

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12
TUE (6/22) at 5 PM PST/8 PM EST
Industry closeup: Building a career in PR

By now, you know that PR includes a whole lot more than the straightforward "PR Manager" role. Today we'll zoom in on the various positions in PR and the strengths and personalities each of them play to. I'll share with you insights from my journey up the PR career ladder and advice on how to promote yourself, promote your career, and keep your motivation high in this fast-paced industry.

  • Steps to a successful PR career
  • What role will be great in?
  • Resume mini-workshop

Assignment #12: Using what we've learned today, update your resume for the type of position/business you want to pursue.

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