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International Program
University of California, Santa Barbara

References

Instructor

PLEASE NOTE:

Most of the readings and other materials on this site are protected under US copyright law, but are permitted for use here under the 2002 Technology Education and Copyright Harmonization Act. Please do not disseminate the materials or link to them.

Day 1:

• Advertising & Marketing

• A Recipe for Marketing Success

• Public Relations and/or Advertising

• Marketing Appeals & Tactics

Online Exercise: The Communications Plan

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Day 2:

• World's Top Marketing/Advertising Countries

• World's Top Advertising Agencies
• World's Top Advertising Cities

Online Exercise: Marketing/Advertising Media Choices

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Day 3:

• Cross-Cultural Communication Strategies

Online Exercise: Hofstede's Cultural Dimensions

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Day 4:

• All About Public Relations
• Publicity Stunts Still Earn Attention
• Publicity From Thin Air
• Social Marketing

Online Exercise: Public Relations Primer

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Day 5:

• How to Improve Your Media Relations

• Practical Pointers for Powerful Press Releases

• Keep Your PR Copy Trim and Sleek

• Time to Sweeten Up the KISS Rule

• How to Pitch Like a Pro

• Ten Steps to Better Media Relations

Online Exercises: Sample Media Releases 

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Day 6:

• Guerrilla PR for the Entrepreneur

• Storytelling and PR

• Fast PR Opportunities on Slow News Days

• Don't Overlook the Small Stuff

Online Exercises: Submit Your Draft Media Release  

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Day 7:

• Making the Most of your Media Interviews

• Effective Personal Presentation

• Disneyland Deals with Death

• Why Some Crisis Plans Sink

• Crisis Management Moments

Online Exercises: Crisis Communication Plan

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