What is public relations, and why is it important to study?

Public relations (or “PR”) is the creation and preservation of a company’s good public image through the use of the media. As such, public relations is important because it shapes the image, builds the brand, and spreads the message of an organization. Traditionally, the main media channels utilized included writing press releases, coordinating advertising, and using other marketing communications tools such as interviews and speeches. In today’s digital marketing era, there are more channels than ever to manage. A comprehensive public relations strategy might combine the reputation-building capability of influencer marketing, content marketing that provides value for customers, and shareable social media to drive impressions and click-thrus. PR professionals today can also use software tools for sentiment analysis on social media to better understand how a company is perceived, and even join the online conversation directly to mitigate negative publicity. Regardless of which media channels and tools are being used, at the end of the day the goal of all public relations is the same: shaping a consistent, positive narrative for clients.

What kinds of careers can I have with expertise in public relations?

Public relations careers require strong communications skills including writing and speaking, whether you are fundraising for a political candidate, managing community relations in a large city, or promoting a new online streaming TV show. You also need the interpersonal skills required to build relationships with media gatekeepers and influencers. Public relations specialists work as liaisons with the media, helping clients communicate with the public through speeches, interviews, and social media programs. According to the Bureau of Labor Statistics , public relations specialists have a median salary of $61,150 per year and typically have a bachelor’s degree.

Can I learn public relations skills through online courses on Coursera?

Yes. Whether you are looking to increase your knowledge of advertising and branding, or dive deep into the use of data analytics in social media marketing, Coursera has a wide range of courses and Specializations to take your public relations skills to the next level. These courses are offered by top-ranked institutions from around the world including IE Business School, Northwestern University, and Rutgers the State University of New Jersey. Thanks to virtual office hours and collaborative projects, you can learn online from leaders in the field, all while doing the same coursework as on-campus students but at a significantly lower cost.

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Public Relations

Public Relations Courses

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Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more
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Social Media Marketing
Northwestern University
SPECIALIZATION
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Introduction to Personal Branding
University of Virginia
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Management of Fashion and Luxury Companies
Università Bocconi
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The Strategy of Content Marketing
University of California, Davis
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Viral Marketing and How to Craft Contagious Content
University of Pennsylvania
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Influencer Marketing Strategy
Rutgers the State University of New Jersey
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Social Psychology
Wesleyan University
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The Arts and Science of Relationships: Understanding Human Needs
University of Toronto
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Digital Footprint
The University of Edinburgh
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Transmedia Storytelling: Narrative worlds, emerging technologies, and global audiences
UNSW Sydney (The University of New South Wales)
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Rated 4.8 out of five stars. 417 reviews
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What is Social?
Northwestern University
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Sports Marketing
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Digital Media and Marketing Strategies
University of Illinois at Urbana-Champaign
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Communication theory: bridging academia and practice
National Research University Higher School of Economics
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Rated 4.7 out of five stars. 80 reviews
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Humanitarian communication : Addressing key challenges
University of Geneva
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Rated 4.7 out of five stars. 134 reviews
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Social Media Data Analytics
University of Washington
COURSE
Rated 4.2 out of five stars. 207 reviews
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Цифровой маркетинг и социальные сети
Peter the Great St. Petersburg Polytechnic University
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Influencing People
University of Michigan
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Rated 4.7 out of five stars. 2877 reviews
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Geopolítica y gobernanza global: riesgos y oportunidades
ESADE Business and Law School
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Frequently Asked Questions about Public Relations

Public relations (or “PR”) is the creation and preservation of a company’s good public image through the use of the media. As such, public relations is important because it shapes the image, builds the brand, and spreads the message of an organization. Traditionally, the main media channels utilized included writing press releases, coordinating advertising, and using other marketing communications tools such as interviews and speeches.
In today’s digital marketing era, there are more channels than ever to manage. A comprehensive public relations strategy might combine the reputation-building capability of influencer marketing, content marketing that provides value for customers, and shareable social media to drive impressions and click-thrus. PR professionals today can also use software tools for sentiment analysis on social media to better understand how a company is perceived, and even join the online conversation directly to mitigate negative publicity.
Regardless of which media channels and tools are being used, at the end of the day the goal of all public relations is the same: shaping a consistent, positive narrative for clients.
Public relations careers require strong communications skills including writing and speaking, whether you are fundraising for a political candidate, managing community relations in a large city, or promoting a new online streaming TV show. You also need the interpersonal skills required to build relationships with media gatekeepers and influencers.
Public relations specialists work as liaisons with the media, helping clients communicate with the public through speeches, interviews, and social media programs. According to the Bureau of Labor Statistics, public relations specialists have a median salary of $61,150 per year and typically have a bachelor’s degree.
Yes. Whether you are looking to increase your knowledge of advertising and branding, or dive deep into the use of data analytics in social media marketing, Coursera has a wide range of courses and Specializations to take your public relations skills to the next level.
These courses are offered by top-ranked institutions from around the world including IE Business School, Northwestern University, and Rutgers the State University of New Jersey. Thanks to virtual office hours and collaborative projects, you can learn online from leaders in the field, all while doing the same coursework as on-campus students but at a significantly lower cost.

What Coursera Has to Offer

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COURSE

Learn Marketing with online Marketing courses. Take courses from the world's best instructors and universities. Courses include recorded auto-graded and peer-reviewed assignments, video lectures, and community discussion forums. When you complete a course, you’ll be eligible to receive a shareable electronic Course Certificate for a small fee.

SPECIALIZATION

Learn Marketing with online Marketing Specializations. Enroll in a Specialization to master a specific career skill. You’ll complete a series of rigorous courses, tackle hands-on projects, and earn a Specialization Certificate to share with your professional network and potential employers.

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Whether you’re looking to start a new career or change your current one, Professional Certificates on Coursera help you become job ready. Learn at your own pace from top companies and universities, apply your new skills to hands-on projects that showcase your expertise to potential employers, and earn a career credential to kickstart your new career.

MASTERTRACK™ CERTIFICATE

With MasterTrack™ Certificates, portions of Master’s programs have been split into online modules, so you can earn a high quality university-issued career credential at a breakthrough price in a flexible, interactive format. Benefit from a deeply engaging learning experience with real-world projects and live, expert instruction. If you are accepted to the full Master's program, your MasterTrack coursework counts towards your degree.

DEGREE

Transform your resume with an online degree from a top university for a breakthrough price. Our modular degree learning experience gives you the ability to study online anytime and earn credit as you complete your course assignments. You'll receive the same credential as students who attend class on campus. Coursera degrees cost much less than comparable on-campus programs.

Public Relations Courses

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Showing 254 total results for "public relations"

Searches related to public relations

litigation public relations

integrated marketing communications: advertising, public relations, digital marketing and more

Skills you can learn in Marketing

Frequently Asked Questions about Public Relations

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