Principles of Public Relations

Principles of Public Relations

This course is part of Introduction to Public Relations and the Media Specialization

Instructor: Erin Willis

Access provided by ExxonMobil

24,333 already enrolled

5 modules

Gain insight into a topic and learn the fundamentals.

660 reviews

Beginner level

Recommended experience

Flexible schedule

6 hours to complete

Learn at your own pace

98%

Most learners liked this course

5 modules

Gain insight into a topic and learn the fundamentals.

660 reviews

Beginner level

Recommended experience

Flexible schedule

6 hours to complete

Learn at your own pace

98%

Most learners liked this course

What you'll learn

Define and describe the practice of public relations and how it differs from related fields like advertising and marketing.
Understand how mass media works and how news is produced, and where public relations fits into the process.
Identify target audiences and the objectives for persuasive communication.
Create public relations tools for practice, and understand how to implement them into daily use.

Skills you'll gain

Details to know

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Assessments

4 assignments

Taught in English

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Build your subject-matter expertise

This course is part of the Introduction to Public Relations and the Media Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 5 modules in this course

In this course, learners are exposed to an overview of public relations principles and theories relevant to practice. You will explore the field, including the origin and trends affecting the future of the industry as well as how to land a job in public relations. This course provides a broad overview of working in public relations and how different tenets of persuasion are used in practice. The course also addresses ethical implications of public relations.

In this module, you will learn the meaning of public relations and understand how different brands use strategic communication to reach target audiences with key messages that advance an organization’s goals.

What's included

5 videos3 readings1 assignment

5 videos Total 43 minutes

Specialization Introduction 1 minute
Introduction to Week 1 1 minute
Brief History and Development of the Field of Public Relations 18 minutes
Public Relations Society of America 12 minutes
Scholars’ Point-of-View 11 minutes

3 readings Total 21 minutes

Course Updates and Accessibility Support 1 minute
What is Public Relations? 10 minutes
The Role of the PRSA 10 minutes

1 assignment Total 30 minutes

What is public relations? 30 minutes

In this module, you will learn about the four-step public relations process that informs public relations planning with both qualitative and quantitative research and shifts the public relations function from tactical to strategic.

What's included

4 videos1 reading1 assignment

In this module, you will learn about Corporate Social Responsibility (CSR), a form of self-regulation that contributes to societal goals by engaging in volunteering or ethically-oriented business practices.

What's included

4 videos1 reading1 assignment

In this module, you will learn about the different types of jobs available in the field and the different skill sets needed for working in public relations.

What's included

5 videos1 assignment

In this module, you will learn about the ethical principles applied in public relations practice and will be challenged by different real-life scenarios.