PR Occupation: **Training & Credentials | Saylor Academy

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COURSE INTRODUCTION

Course Syllabus

Unit 1: Public Relations Fundamentals

Unit 1 Learning Objectives

1.1: Foundation of PR

History of Public Relation

What Is Public Relations?

The Importance of Public Relations

1.2: Public Relations in Business

PR Models and Approaches

Public Relations as a Management Function

PR and Organizational Effectiveness

Organizational Factors for Excellent Public Relations

1.3: Public Relations Strategy

PR Research: Key to Strategy

Quantitative PR Research

PR Terminology

Unit 1 Assessment

Unit 1 Assessment

Unit 2: Stakeholder Identification and Prioritization

Unit 2 Learning Objectives

2.1: Identifying Stakeholders and Target Audiences

Identifying Stakeholders and Publics

Public Relations Practices

Social Marketing

2.2: Developing Strategic Messages

Strategic Messaging

Your Audience, Your Content

Unit 2 Assessment

Unit 2 Assessment

Unit 3: Writing for Public Relations

Unit 3 Learning Objectives

3.1: Crafting the Message

PR Gatekeepers

Cornerstones of Communication

The Discovery Process

Press Release Tips

Writing a Corporate Video Script

Visual Messaging

3.2: Managing the Message

Pitch Your Story Idea

The POEM Framework

Owned Media Platform Guide

Unit 3 Assessment

Unit 3 Assessment

Unit 4: Social Media and Public Relations

Unit 4 Learning Objectives

4.1: The Impact of Social Media on Mass Media

Digital Culture's Impact on PR

New Kings: The Power of Online Influencers

New Technology in Campaigns

Press Conferences: Evolution or Demise?

Marketing Success Metrics

4.2: Social Media PR

Social PR Tips

Social Media Visibility

The Internet Celebrity

Understanding Social Media Influencers

Unit 4 Assessment

Unit 4 Assessment

Unit 5: Ethical PR and Crisis Response

Unit 5 Learning Objectives

5.1: Ethical Practices in PR

The Law and Public Relations

Ethics, Leadership, and Moral Analysis in PR

Ethics and Legalities in Public Relations

5.2: Issues Management

Overview

Scanning

Agenda Setting

Decision-Making

Decision Evaluation

5.3: Crisis Management

Crisis Communication Overview

Crisis Types

Crisis Management Communication

Strategically Responding to Crisis

Case Study: Mr. Delicious

Case Study: Red Cross’ Sandy Relief Effort

Unit 5 Assessment