Public relations (PR) is critical to any business that wants to create media exposure, sway consumer opinion, and maintain a good reputation. However, as technology evolves, communicating with the public has only gotten more complex. Modern PR demands an integrated, multichannel approach. In this course, PR expert Deirdre Breakenridge offers an effective eight-step workflow for today's PR practitioner. Learn how to research your audience, build a PR plan, develop your messaging, and use the right media mix. Next, see how to manage relationships with everyone from reporters to influencers, amplify awareness with the aid of internal champions, and gracefully navigate crises. Finally, explore PR writing and visual storytelling and see how to measure the impact of your PR efforts.