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Unconventional Public Relations Fundamentals
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Module 1
PR as a Problem of Relationships and Meaning
1
Distinguishing PR Objectives from Sales and Reach Goals
Distinguish a public-relations objective, such as trust or legitimacy, from a sales or reach objective in a short creative-project brief.
2
Mapping Stakeholders by Their Stakes in a Creative Project
Map the different publics of a creative project according to their stakes in it, rather than treating them as one audience.
3
Reconstructing PR Episodes: Events and Intentions
Reconstruct a documented PR episode as a short factual timeline, separating observable events from claims about intentions.
4
Uncovering Contested Expectations in Public Disputes
Identify the implicit expectation being contested in a public dispute involving a creator, celebrity or organisation, using evidence from audience reactions.
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