4 lessons in PR - Course content needed

We need course content for our courses in Public Relations for professional individuals as well as for small businesses.

We need 4 lessons of about 5000 words each (or audio or video lectures if you are more comfortable with giving such audio or video lessons instead of writing them out). These lessons must be divided into smaller sections and subsections within it.

These lessons are intended for individuals and small businesses who want to handle their own PR but have no prior experience in media relations with traditional media and new media outlets like bloggers, social media outlets and others.

The lessons need to be written (or spoken - if you prefer giving audio or video lectures instead of writing) in a style that is witty and conversationalist with many real world examples and case studies.

The 4 lessons we need must cover the following areas and any other areas that you feel are needed.

Lesson 1 coverage:
Getting into the news - finding and using news worthiness - Tactics like surveys, interviews, viral ideas, new ideas that have the potential to link with your product/services, launches, events and others. Getting media persons' lists and maintaining relationships with them. Using smaller blogs as an entry point to easily reach to larger blogs and online and even offline news networks.

Lesson 2 coverage:
Creating news - Publicity and stunts (without looking like a stunt or spin because spin sucks). Tactics. Case studies of professional individuals and small businesses creating successful stunts that get them tremendous exposure in the media.

Lesson 3 coverage:
Embracing controversy and even creating controversy with a plan to handle it without letting the controversy spill into the reign of negativity that can adversely affect sales or brand. Case studies of how controversies were handled or even created by individuals and small businesses to position themselves and get coverage too.

Lesson 4 coverage:
Handling negative news, disgruntled customer/s, mob mentality online and trolls. Different strategies and tactics for dealing with each one of the above separately. Erasing or diluting the effects of negative news and trolls in google search results. How to detect and handle 'mischief' and conspiracies by competitors and other opposing forces. How to counter attack the competition. Amplifying weaknesses of the competition without being seen as doing so. Case studies.

You are free to add topics in above lessons if you feel the need to.

This is a work for hire assignment and all rights to the developed content will lie with us.