Use these slides to convey to your audience the theoretical foundations and practical applications of public relations.

Create a positive public image

Public relations is commonly described by the term public relations work. This refers to the relationship management between an organization and the public. Successful PR work secures the trust of the target group and ensures a positive image for the organization.

Public relations is often perceived as press work, but it encompasses all of a company's communication activities. PR tools range from a company website and internal communication to press relations and event organization. The PR strategy is aligned with the overall corporate strategy.

Public relations focuses more on long-term effects such as public acceptance and a positive image of the company, while advertising measures promote specific products or services.

Utilize the potential of diverse PR measures for your company

Use these presentation templates to introduce your audience to the possibilities of public relations. A good starting point is the SWOT analysis, a tool for creating a profile of the company's strengths, weaknesses, and potential. This forms the basis for developing a PR strategy and selecting the appropriate tools. Online PR is a particularly relevant tool, enabling timely communication in a dialogue format. Important principles and strategies of crisis communication and political communication are also presented to provide a comprehensive overview of PR. Communication models explain key fundamentals of human communication for cultivating business relationships. Templates for PR dashboards and important key performance indicators (KPIs) offer insights into the measurability of communication activities. You will also find templates for your own corporate communications, such as a fact sheet of key performance indicators and a template for introducing your team.

The public relations template set helps you to…

• to explain the theoretical foundations of public relations in an understandable way
• To clarify the differences between advertising, marketing, and PR.
• to communicate appropriately during a crisis

This template contains:

• Quotes
• Definition of PR & Advertising
• Differences between PR/advertising/marketing
• Integration of PR into content marketing
• Public relations control loop
• PR process cycle
• Communication models: message square, iceberg model, sender-receiver model, transactional analysis
• Declaration of Principles by Ivy L. Lee
• Building a PR campaign according to Edward L. Bernays
• Roland Burkart – Communication-oriented public relations
• Grunig&Hunt's PR Stage Model
• Four models of public relations according to Grunig and Avenarius
• Areas of responsibility with target groups
• Goals of PR
• Instruments and methods
• Press and media relations
• Communication controlling
• Media monitoring
• Internal communication
• Online PR
• Sponsorship
• Media training
• Political communication
• 3 steps to a PR concept
• Corporate Communication Scorecard
• PR dashboards
• Crisis communication
• Issues Management Process
• 5 phases of the spread of crisis topics
• Types of crises
• Corporate communications templates: Fact sheet, employee presentation, company social media presence