Course description
PR is a wide-ranging field and crucial activity for any modern organization. This course will first guide you through a case study that demonstrates the importance of developing and maintaining relationships, even with those whom you may feel are adversaries. You will study the role of public relations within an organization, and learn the benefits which effective PR management and strategy can have for an organization. You will then look into the organizational theory behind PR.
This course will also cover the topic of the importance of public relations in the management of communication between an organization and its core market. It will discuss the RACE process which acts as a guideline for creating and running a public relations campaign. You will learn about the four main categories within the profession including Corporate PR, Agency PR, Government/public affairs, and nonprofit/NGO/activist PR. You will also learn how to conduct a moral analysis, and examine the importance of good leadership through a real-life case study.
Public relations is a unique management function that contributes to an organization’s success through its focus on developing and maintaining relationships with key markets. Upon the completion of this course, you will have learned how PR helps an organization and why there is a crucial need for all PR officials to understand the ethics of the profession. So, check out the course today, and start learning how to apply the best practices of modern public relations in your organization.
Upcoming start dates
Training content
Public Relations Basis
Description: In this module you will learn how to provides a detailed case study which allows learners to understand the real-life applications of public relations. It also discusses the foundations of public relations, by defining the field and its functions.
- Learning Outcomes
- Case Study : The Teamsters Strike on UPS
- What is Public Relations
- The Function of Public Relations
- Lesson Summary
Models and Approaches to Public Relations
Description: In this module you will learn some of the theory behind PR, such as the different models that have developed over the years. It also examines the sub functions in detail, such as the corporate and agency sub functions.
- Learning Outcomes
- The Development of Public Relations
- The Sub Functions of Public Relations
- Lesson Summary
Public Relations as a management Function
Description: In this module you will learn the role of public relations within an organization. In particular, it explores the benefits which effective PR management and strategy can have upon an organization.
- Learning Outcomes
- Management Functions and Roles
- Public Relation Strategy
- Public Relations and Business
- Lesson Summary
Public Relations and Organization
Description: In this module you will learn the organizational theory behind PR. In order to do so you will examine the organizational factors and structures that apply to public relations. You will also learn about how the systems theory approach and the stakeholder management approach impact PR policies.
- Learning Outcomes
- Organizational Factors for Public Relations
- Organizational Structure
- The Systems Theory Approach
- Stakeholders Management Approach
- Lesson Summary
Identifying and Prioritizing Stakeholders and Publics
Description: This module teaches you how to recognize your stakeholders and their relative importance. To do so you will look at management and prioritization theory, as well as the situational theory of publics. You will also learn about how the contingency approach impacts PR. Finally, you will examine a real-life case study in order to see these theories in practice.
- Learning Outcomes
- Stakeholder Management and Prioritizing Publics
- The Situational Theory of Publics
- A Contingency Approach to Public Relations Strategy
- Case Study: Building a Headquarters in a Neighborhood
- Lesson Summary
Public Relations Research - The key to Strategy
Description: This module looks at the importance of research in developing PR strategy. You will examine different aspects of research, such as purpose and forms of research. You will also learn about the various different types of research.
- Learning Outcomes
- The Importance, Purpose, and Forms of Research
- Types of Research
- Lesson Summary
Diploma in Public Relations - First Assessment
Description: You must score 80% or more to pass this assessment.
- Assessment: Diploma in Public Relations - First Assessment
RACE - The Public Relations Process
Description: In this module you will learn about the RACE process which acts as a guideline for creating and running a public relations campaign. In particular, you will learn how to implement each of the four steps in the process; research, action planning, communication, and evaluation.
- Learning Outcomes
- Step 1: Formative Research to Analyze the Situation
- Step 2: Strategic Action Planning
- Steps 3 & 4: Communication Implementation & Evaluation
- Lesson Summary
Public Relations - Four Main Categories
Description: In this module you will examine the best practices in public relations. In order to achieve this, you will learn about the four main categories within the profession; Corporate PR, Agency PR, Government/public affairs, and nonprofit/NGO/activist PR.
- Learning Outcomes
- Corporate Public Relations
- Agency Public Relations
- Government Relations and Public Affairs
- Nonprofit, NGO, and Activist Public Relations
- Lesson Summary
Ethics, Moral Analysis and Leadership
Description: In this module you will look at ethical concerns within the PR profession. You will also learn how to conduct a moral analysis, and examine the importance of good leadership through a real-life case study.
- Learning Outcomes
- Ethics in Public Relations
- Public Relations: Ethical Conscience Advisor
- Conducting Moral Analysis
- Case Study: Home Depot’s Leadership Crisis
- Lesson Summary
Best Practices for Excellence in Public Relations
Description: In this module you will discover how to achieve excellent public relations through the use of best practices. This is further explored through an examination of the the Entergy case study, which highlights the importance of best practice in achieving excellence.
- Learning Outcomes
- Effectiveness and Excellence
- Case Study: Entergy Responds to Hurricane Katrina
- Lesson Summary
Diploma in Public Relations - Second Assessment
Description: You must score 80% or more to pass this assessment.
- Assessment: Public Relations - Second Assessment
Course assessment
- Assessment: Diploma in Public Relations - Final Assessment
Certification / Credits
Upon successful completion of this course you will be abe to:
- Define the function of public relations
- Describe several prominent sub functions in the PR field
- Discuss strategic thinking in relation to PR
- Discuss the importance of good PR management skills
- Discuss the differences between different organizational approaches
- Discuss different ways of prioritizing stakeholders/publics
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