B2B220

Public Relations for B2B Brands

PR is a powerful corporate storytelling practice that place B2B brands directly in front of their stakeholders. Often referred to as “earned media”, traditional PR tactics involve relationship-building with print journalists, magazine editors, TV commentators and radio announcers. Online networks have added social influencers to the list of PR stakeholders including bloggers, groups and niche communities.

In this course, we'll look at how to research trade titles, identify business reporters, and find top industry bloggers to customize a list of influencers that are interested in following your corporate story. You'll learn how to write news releases that catch media and influencer attention, and learn how to socialize your media coverage for your online newsroom. By creating a step-by-step PR strategy, you’ll learn when and how to spark conversations with influencers online, how to create real-time news feeds on popular social networks, and how to track the reach of your message. Using case studies, we'll examine both PR successes as well as how modern companies handle their PR in crisis situations.

Currently not available for registration.

For online offerings, registration may close up to two business days before the course begins. Your course begins on the first date listed and ends six days after the last date listed. The interim dates/times are not your actual online class times.

What will I learn?

This course will cover the following:

  • What constitutes “news” and how to turn insider news into a B2B hook
  • Planning an event around a news release and hosting an online news conference
  • How to create a media kit that includes a news release, backgrounders and social news releases for online newsrooms
  • The differences between paid, earned and owned media and how they converge
  • Monitoring media and social hits (setting up alerts and listening dashboards)
  • Creating key messages to handle a crisis
  • The differences in pitching to media, bloggers and individual influencers
  • Generating news angles from your corporate content
  • How to distribute PR content onto social channels

How will I learn?

  • Online lectures
  • Online discussions
  • Research activities on press release networks and media channels
  • Writing and pitching exercises

How will I be evaluated?

  • Online participation 10%
  • Assignments 55%
  • PR campaign plan 35%

Learning materials

  • Presentations
  • Resources
  • Online tutorials
  • Handouts

Hardware and software requirements 

We deliver this course using SFU's online course management system, Canvas. You will receive course details and Canvas access instructions on the first day of the course. You can check if your browser is compatible with Canvas here.

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