At its most basic public relations is about managing the public profile of an organization or a person using a mixture of communications tools. These could include building awareness of yourself, your book, your organization, or your product or service. Image influence the public's attitudes to you, your book, your company or your product or service, trying to encourage the public to take an action or change your behavior. And how you go about doing it varies quite a lot depending on who your public is, for example, for Kylie Jenner, that might be primarily Gen Z girls, for a calorie counting app like My Fitness Pal, the public might be people looking to lose weight or to bulk up for an e commerce platform like Shopify. It might be entrepreneurs looking to launch an e commerce business for a charity like Greenpeace, it might be the environmentally conscious policymakers and the general public.

For the cake shop down the road. It could be really In the immediate vicinity. All of these publics in PR we call them target audiences. Use different media have different levels of knowledge of the industry in which you operate. Find out about products and services in different ways, are influenced by different people and organizations and have different priorities in life. They never therefore need to be reached in different ways.

In this course, you're going to learn how to identify who your public or target audience is, and how best to reach them and influence them. But what exactly does pr do? good PR delivers awareness, more people know about you, credibility, more people trust or respect you. In fact, PR is the ultimate form of third party endorsement, which can have a major impact on any company, leads or customers more people want to buy from you. differentiation. More people understand how you're different from competitors.

Behavior change, people start or stop doing something. Education people develop a better understanding of an issue as a result of your campaign funding, people or organizations invest in you your product or your service search rankings. Your website is more likely to rank in Google search results for specific keywords, employer branding, more people want to work for you. Pr usually sits alongside advertising branding, market research, sponsorship, and direct marketing. But the lines between PR and other marketing disciplines are becoming increasingly blurred. They all rely heavily on elements of social and digital media, content and design.

And they all need to report back to senior stakeholders on the value they're adding to the business. That means that now PR has expanded to cover tactics and activities that might previously have fallen outside of the traditional definition of PR. This is great news for you as a PR practitioner, as it means there's even more scope for creativity in your day to day PR activity. Pr is about storytelling, as Seth Godin. unsaid. People do not buy products and services.

They buy relations stories and magic. In almost every instance. Great PR is about telling great stories whether that's your company's story, your own personal story, or your customers stories. People love to read, listen to and watch stories because stories are interesting and captivating. Pr is about taking a step back and looking at your business from the outside. What stories do you have to tell?

And how can you package them in a way that will resonate with the people you're trying to target? To recap, PR is about managing your public perception by telling stories about your business that resonate with your target audience. good PR can help the business grow by attracting funding, generating leads and customers and assisting with talent acquisition. In the next lesson, we're going to go through some of the core concepts that anybody working in PR needs to understand. After that, we'll drill down into some of the tools tactics that you'll need to develop your story and packages and distributors, as well as measuring the success of your PR campaign. And finally, we're going to look at the most important part of the course which is how to pull together a strategic PR plan implemented, measure it and report back on success.