Communities Training Course

Introduction

The evolving definition of family and community has transformed the way brands, media, and organizations communicate. Today’s PR professionals must be equipped to engage and represent nontraditional families, including LGBTQ+ families, multigenerational households, single parents, blended families, chosen families, and culturally diverse communities.

This 5-day intensive training course focuses on inclusive, respectful, and effective communication strategies that resonate with diverse audiences. Participants will explore how to develop campaigns, engage with the media, and create authentic storytelling that reflects the realities and values of nontraditional families and communities.

Objectives

By the end of this course, participants will:
✅ Understand the changing definitions of family and community in modern society.
✅ Learn inclusive communication strategies that avoid stereotypes and tokenism.
✅ Develop PR campaigns that resonate with diverse family structures.
✅ Gain insights into media relations and storytelling that foster representation.
✅ Explore how to navigate sensitive topics and address potential backlash.
✅ Master digital engagement strategies to reach and support nontraditional communities.
✅ Learn how to measure impact and success in inclusive PR campaigns.

Who Should Attend?

✔️ PR professionals and marketers working in corporate, nonprofit, or media sectors.
✔️ Communications teams in advocacy groups, social enterprises, and government agencies.
✔️ Brands and organizations seeking to expand their audience inclusively.
✔️ Journalists and media professionals covering stories on diverse communities.
✔️ Diversity, Equity & Inclusion (DEI) specialists involved in public engagement.

5-Day Course Outline

Day 1: Understanding Nontraditional Families and Inclusive PR

• Redefining Family in the Modern Era: The evolution of family structures.
• The Role of PR in Representation: How PR shapes public perception.
• Avoiding Stereotypes and Tokenism: Crafting messages with authenticity.
• Cultural Sensitivity in PR: Understanding intersectionality and diversity.
• Hands-on Activity: Analyze existing PR campaigns for inclusivity and representation.

Day 2: Storytelling and Media Engagement for Nontraditional Families

• The Power of Authentic Narratives: How real stories build brand trust.
• Developing Inclusive Media Pitches: Engaging journalists and media outlets.
• Leveraging Community Voices: Partnering with real families for testimonials.
• Building Long-Term Media Relationships: Positioning your brand as an ally.
• Hands-on Activity: Write a media pitch featuring a diverse family story.

Day 3: Digital PR Strategies and Social Media for Nontraditional Audiences

• Creating Digital Content for Diverse Families: Inclusive messaging across platforms.
• Social Media Activism and Engagement: Supporting communities authentically.
• Influencer Marketing with Purpose: Partnering with diverse voices.
• Crisis Management in Inclusive PR: Handling negative feedback and pushback.
• Hands-on Activity: Develop a social media campaign focused on representation.

Day 4: Community Engagement and Brand Advocacy

• Grassroots PR and Localized Outreach: Connecting with nontraditional communities.
• Strategic Partnerships: Working with advocacy groups and nonprofits.
• Hosting Inclusive Events and Campaigns: Best practices for engagement.
• Measuring Community Impact: Tracking success beyond traditional metrics.
• Hands-on Activity: Design an event or initiative for a brand supporting diverse families.

Day 5: Measuring Success and Future Trends in Inclusive PR

• How to Measure PR Campaign Impact: Metrics for inclusive communications.
• Evolving Trends in Family Representation: What’s next in media and PR?
• Creating a Long-Term Inclusive PR Strategy: Sustaining authentic engagement.
• Final Project: Develop a full PR campaign for a brand or organization focused on nontraditional families.