PRDV107: What Is a Message Strategy? | Saylor Academy

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This video discusses creating a marketing communication strategy, including why a strategy is needed, how to create one, and how to launch and evaluate your strategy.

Source: Catherine Ngahu, https://www.youtube.com/watch?v=o9Epebhceh0
This work is licensed under a Creative Commons Attribution 3.0 License.

Last modified: Thursday, 1 August 2024, 10:35 AM

Course Introduction

Course Syllabus

Unit 1: Crisis Communication Introduction

1.1: What Is Crisis Communication?

Introduction to Crisis Communication

Handling Crises in Communication

1.2: Crisis Planning and Response

Planning and Preparation

Crisis Planning

The Role of Public Relations in Crisis Management

Unit 2: Preparing for a Crisis

2.1: Preparing a Crisis Communication Plan (CCP)

Crisis Plan Overview

Planning

Planning Discussion

Six Steps of Disaster Risk Assessment

Crisis Communication Plan

Strategic Plan Discussion

2.2: The Crisis Management Team

Setting Up a Crisis Management Team

Case Study: The Role of Work Teams' Empowerment in Crisis Management

2.3: Responding during a Crisis

Crisis Response Tactics

Decision-Making during a Crisis

2.4: Dealing with News Media

Press Conferences

Press Conferences Discussion

Unit 2 Discussion

Unit 2 Discussion

Unit 3: Using Social Media during a Crisis

3.1: Social Media Considerations

Current Trends in Electronic Media

Creating a Social Media Policy

Social Media Plan Guide

Internet Social Networking Risks

Avoiding Social Media Suicide: Optimizing PR

3.2: Social Media and Crisis Communication

Managing Crisis Communication via Social Media

Mapping for Good: The Red Cross Story

Social Media and Disaster Response

Agricultural Crisis Communication Using Social Media

Social Media and Emergency Management

Utilizing Social Media for Information Dispersal

Unit 4: Designing a Crisis Communication Plan (CCP)

4.1: What Information Does a CCP Contain?

Writing a Disaster Plan

4.2: Designing a Crisis Communication Plan

Crisis Communication Plan

Crisis Communication Plan Discussion

Crisis Communication Plan Tips

Creating a Crisis Communication Plan

4.3: Testing a Crisis Communication Plan

Conducting an IR Tabletop Exercise

Unit 5: Developing Strategic Messages

5.1: Tell Your Company's Story

The Importance of Public Relations: UPS Case

Storytelling and the Information Strategy

Key Questions to Answer

What Is a Message Strategy?

Message Writing Practice

5.2: Communicate Truthful Messages

A Better Approach to Risk and Crisis Communication

Business and Marketing Ethics

5.3: Craft Messages to Target Audiences

Crafting a Message

Who's the Audience for Public Relations?

5.4: Communicate to Stakeholder Groups

Stakeholders

Identifying and Prioritizing Stakeholders and Publics

5.5: Using Online and Traditional Media Tools

Succeeding in Media Relations

Creating Social Media Messages

5.6: Pulling It All Together

Crisis Communication Scenario

5.7: Case Study: Crisis Communication and COVID-19

Learning from a Pandemic

COVID-19: From Crisis Management to Sustainable Solutions

COVID-19 Learning and Consequences for International Crisis Communication

Course Feedback Survey

Course Feedback Survey