Topic outline

  • COURSE INTRODUCTION

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    • Time: 15 hours
    • Free Certificate
    Individuals, companies, organizations, and governments frequently use public relations strategies to enhance communications and influence public opinion and perception. Public relations (PR) professionals typically view the other disciplines they study in terms of how we relate and communicate with one another and how we can apply theories of human interaction to real-life situations. We can employ this mindset in nearly any endeavor, such as creating a start-up business, planning a political campaign, promoting a social program, enhancing our personal development, or getting involved in other outreach projects.

    In this course, we explore best practice models and PR primary tools and components. We study how to build a public relations portfolio, which may include background references, position papers, news releases, pitch letters, crisis communications, and other elements of the strategic public relations toolbox. We also refer to diverse examples and resources from practitioners in the field.

  • Unit 1: Public Relations Fundamentals

    Public relations experts often guide top-level executives, assisting them in crafting and conveying the company's message to stakeholders both within and outside the organization. This involves utilizing various outreach and media relations tools. PR initiatives cover a broad spectrum, including community affairs, employee and member relations, fundraising, compliance with government regulations, financial reporting, issues management, marketing communications, and media relations. It encompasses all facets of how an organization interacts with its employees, clients, and the general public. Savvy PR professionals initiate significant campaigns by undergoing a comprehensive planning process. They meticulously analyze various aspects of the project, gather necessary resources, and synchronize a timing mechanism while creating a detailed blueprint or public relations plan. This unit starts by examining the history of public relations, which can offer insights into the field's future direction. For instance, by studying the history of public relations, we can observe how the emergence of social media significantly transformed communication strategies for organizations. The unit also delves into the components of the PR planning process, which will equip you with the skills to gather relevant data, analyze market trends, and make informed decisions crucial for maintaining a positive organizational image.

    Completing this unit should take you approximately 2 hours.

  • Unit 2: Stakeholder Identification and Prioritization

    In any PR campaign, it is crucial to understand your target audience and primary stakeholders to tailor and convey your message effectively, capturing attention, resonating with them, and addressing their specific needs. Stakeholders may need a common financial interest, and awareness of connections between them or other clients might be limited. The PR message needs to engage all clients in ways that benefit them, recognizing the potential for subsequent tailored messages to individual clients. For instance, a company selling a product to a business may have managers focused on cost reduction and workers prioritizing efficiency. In contrast, other customers may prioritize different product features to meet their goals, with cost being of secondary importance. Once stakeholders are identified, the subsequent components of your communication plan should align. This unit considers the diverse individuals that may be the target audience of your message, product, or service and the various approaches to communicate with them collectively or separately if resources permit. Demographic identifiers for your target audience include age, cultural background, education level, gender, geographical location, income level, marital status, and psychographic information such as hopes and fears.

    Completing this unit should take you approximately 2 hours.

  • Unit 3: Writing for Public Relations

    Public relations writing skills are essential tools for professionals in the field. They empower practitioners to effectively convey organizational messages, navigate crises, and build and maintain positive relationships with diverse audiences. As the communication landscape evolves, adapting these skills to various platforms and mediums becomes increasingly critical in ensuring the success of public relations efforts.

    Unit 3 examines three primary working environments within public relations and their writing needs. Corporate public relations typically aligns with the interests of a singular company or industry, especially when competitors share common business objectives. Government public relations involves supporting local, state, or federal departments or agencies. Nonprofit public relations, on the other hand, predominantly focuses on advocating for issues that uphold specific public interests or missions. In these professional settings, whether businesses, government agencies, or organizations, the option exists to either employ individual in-house public relations professionals or enlist the services of a public relations agency catering to multiple clients. Irrespective of their role or position, PR practitioners must adeptly handle writing assignments across various communication channels and audiences. This includes crafting content for earned media (media relations), owned media (electronic platforms like company blogs or employee publications), and various visual formats. Social media, a significant facet of public relations, will be extensively explored later.

    Completing this unit should take you approximately 2 hours.

  • Unit 4: Social Media and Public Relations

    The advent of social media has significantly transformed the landscape of public relations. While the fundamental processes of PR have remained mainly unchanged, the impact of social media is evident in how companies and organizations engage with their key audiences, including customers, members, and stakeholders. Social media are dynamic communication tools that have compressed the time available for companies to shape, transmit, and respond to messages. Simultaneously, audiences can now swiftly generate and share their feedback and responses publicly, unrestricted by time constraints. This shift has altered the framework, influencing factors, and the individuals shaping our decision-making processes. Unit 4 examines the challenges and practical aspects of utilizing social media as a communication tool in public relations and explores how PR professionals navigate these challenges and leverage social media to communicate and manage relationships effectively in the evolving landscape of public relations. For example, companies must find a way to respond to customer inquiries or concerns on social media platforms, where interactions unfold in real time. Additionally, audiences' ability to instantly share their opinions has made maintaining a positive online reputation a constant priority for organizations.

    Completing this unit should take you approximately 4 hours.

  • Unit 5: Ethical PR and Crisis Response

    Unit 5 discusses the importance of ethical behavior. Ethical conduct safeguards an organization's reputation and ensures responsible communication, contributing to the overall positive impact of public relations efforts on society. Many consider PR professionals to be the conscience of the company or organization: they represent the organization's interests to the public and, in return, convey the public reaction to the company leadership. For example, they may be asked to determine any positive or negative moral consequences or fallout of a course of action. PR is a two-way street: Besides serving as the organization's public face, staff may need to coach their colleagues to understand how the public will perceive their actions.

    This unit also explores how public relations experts are frequently called upon to conduct damage control and crisis management when things do not go well, such as during corporate malfeasance, environmental disasters, financial catastrophes, legal difficulties, and public scandals. Those who advance cause-related programs, political campaigns, and public outreach projects incorporate many of the same PR tactics and tools as those who manage commercial endeavors. However, their goal is usually to sway emotions, generate a call to action, or raise funds rather than influence buying behavior. For example, these projects may aim to promote or change behaviors regarding public education, environmental causes, health issues, human rights, or public safety initiatives.

    Completing this unit should take you approximately 4 hours.

  • Unit 6: PR Careers and Development

    Unit 6 explores strategic approaches to PR job searching and the importance of a commitment to continuous professional development. For example, to initiate your PR career, you could start by utilizing various job search platforms, such as LinkedIn and Indeed, or industry-specific websites like PRSA Jobcenter, to identify opportunities in the field. Tailoring your resume and cover letter to highlight your relevant skills and experiences could also be advantageous, emphasizing your ability to craft compelling messages, manage relationships, and navigate diverse communication channels. Networking is also paramount in the PR industry, so you could attend industry events, engage with professionals on social media, and consider informational interviews to expand your connections and gain insights into the field.

    As your public relations career progresses, ongoing professional development becomes integral to staying current and advancing in the ever-evolving industry. You could participate in workshops, webinars, and conferences to enhance your skills in crisis communication, social media management, and strategic planning. Also, several mentorship opportunities can help you gain valuable insights from seasoned professionals, and pursuing relevant certifications will demonstrate your expertise. The dynamic nature of public relations necessitates a proactive approach to learning and adapting, ensuring that you remain a valuable asset in your role and contribute effectively to your organization's or client's success.

    Completing this unit should take you approximately 1 hour.

  • Study Guide

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  • Certificate Final Exam

    Take this exam if you want to earn a free Course Completion Certificate.

    To receive a free Course Completion Certificate, you will need to earn a grade of 70% or higher on this final exam. Your grade for the exam will be calculated as soon as you complete it. If you do not pass the exam on your first try, you can take it again as many times as you want, with a 7-day waiting period between each attempt. Once you pass this final exam, you will be awarded a free Course Completion Certificate.