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Creating Buzz
Curriculum
5 Sections
35 Lessons
10 Weeks
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Chapter 18: Getting Hits from Buzz and Viral Marketing
9
1.1
Differentiating between Buzz Marketing and Viral Marketing
10 mins
1.2
Examining the Effectiveness of Buzz Marketing
10 mins
1.3
Boning Up on Basic Buzz Techniques
10 mins
1.4
Determining the Right Moment for Buzz
10 mins
1.5
Generating More Exposure with Buzz Marketing
10 mins
1.6
Identifying Brand Evangelists and Critics
10 mins
1.7
Leveraging Influencer Marketing for Maximum Buzz
10 mins
1.8
Measuring and Tracking Buzz
10 mins
1.9
Meeting the Legends of Buzz
10 mins
Chapter 19: Staging Publicity Events
7
2.1
Drawing Crowds and Gaining Publicity
10 mins
2.2
Setting a Budget and Figuring the Cost
10 mins
2.3
Controlling Event Costs
10 mins
2.4
Determining Your Event’s Theme and Concept
10 mins
2.5
Planning the Event and Logistics
10 mins
2.6
Publicizing Your Event
10 mins
2.7
Measuring Event Results
10 mins
Chapter 20: Spotting and Seizing Opportunities
4
3.1
Remember the Importance of Timing
10 mins
3.2
React to Current News and Events
10 mins
3.3
Look for an Opening
10 mins
3.4
Get Messages Noticed Quickly
10 mins
Chapter 21: Knowing What to Do in a PR Crisis
7
4.1
Defining a PR Crisis
10 mins
4.2
Developing a Crisis Management Plan
10 mins
4.3
Examining the Art of the Apology
10 mins
4.4
Remembering the Rules in a Crisis
10 mins
4.5
Demonstrating Care and Compassion
10 mins
4.6
Thinking of Every Crisis as a Red Alert
10 mins
4.7
Managing a Crisis with Success
10 mins
Chapter 22: Evaluating PR Results
8
5.1
Measuring by Advertising Equivalency
10 mins
5.2
Making Media Impressions
10 mins
5.3
Using Key Message Points
10 mins
5.4
Market Research Isn’t Always the Answer
10 mins
5.5
Watching the Word Spread: Hiring Clipping Services
10 mins
5.6
Measuring Inquiries and Sales
10 mins
5.7
Taking the Long View of PR Success
10 mins
5.8
Demonstrating Viability of the PR Department (Even in a Crunch)
10 mins
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