COMM411: PR Career Skills | Saylor Academy

Public relations specialists enhance and uphold a positive public image for their clients through various tasks like engaging with reporters, bolstering online presence, and crafting public statements. Watch this video to discover the necessary education and skills for pursuing a career in this field.

Source: P-20 Network, https://youtu.be/c0LJiJFA8bk?si=ik55wBO7Z71h9wYP
This work is licensed under a Creative Commons Attribution 3.0 License.

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