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 PTT Global Chemical

25,728 already enrolled

4 modules

Gain insight into a topic and learn the fundamentals.

664 reviews

Beginner level

Recommended experience

Flexible schedule

7 hours to complete

Learn at your own pace

98%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

664 reviews

Beginner level

Recommended experience

Flexible schedule

7 hours to complete

Learn at your own pace

98%

Most learners liked this course

What you'll learn

Define public relations and how it differs from related fields like advertising and marketing.
Apply the four-step public relations process to case examples explaining how each stage informs strategic decision-making in practice.
Differentiate between Corporate Social Responsibility (CSR) and Corporate Social Advocacy (CSA).
Compare professional pathways in public relations by distinguishing between agency and in-house roles.

Skills you'll gain

Details to know

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Assessments

5 assignments¹

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Taught in English

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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.

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There are 4 modules in this course

In this course, you will learn about branding and the role of public relations as opposed to adjacent fields like advertising and marketing. You'll gain insight into what goes on behind the scenes in the media and how to leverage storytelling with different outlets. Foundational mass communication and public relations theories will be discussed.

Welcome to Principles of Public Relations. This first module establishes a foundational understanding of what public relations is and how the field has developed over time. You will examine professional and scholarly definitions of public relations, explore the role of ethics and professional organizations, and consider why definitions matter for both practice and research. This module also introduces ongoing debates about the boundaries of public relations and its relationship to adjacent communication fields.

What's included

10 videos2 readings1 assignment

10 videosTotal 44 minutes

Course Introduction3 minutes
Meet Your Instructor2 minutes
The Brief History of Public Relations3 minutes
Key Players in Public Relations6 minutes
Definitions of Public Relations5 minutes
Public Relations Society of America5 minutes
Public Relations in Practice5 minutes
Scholars’ Definitions of Public Relations5 minutes
Why It Matters4 minutes
Blurring the Lines4 minutes

2 readingsTotal 20 minutes

What is Public Relations?10 minutes
The Role of the PRSA10 minutes

1 assignmentTotal 30 minutes

Defining Public Relations30 minutes

This module introduces the four-step public relations process as a strategic framework for planning and evaluating communication efforts. You will learn how research, planning, implementation, and evaluation work together through real-world case examples. This module emphasizes foundational planning tools to support effective and measurable public relations practice.

What's included

10 videos2 readings2 assignments

10 videosTotal 48 minutes

The Four-Step Public Relations Process6 minutes
Case Study: College Football 18 minutes
Case Study: College Football 27 minutes
Case Study: College Football 36 minutes
Shifting from Tactical to Strategic Planning5 minutes
Goals, Objectives, Strategies, and Tactics4 minutes
Writing SMART Objectives 4 minutes
Developing Insight from Research3 minutes
Implementation and Adjustment Using KPIs2 minutes
Evaluating Outcomes in Public Relations2 minutes

2 readingsTotal 40 minutes

Social Media and Purpose in Strategic Communication10 minutes
Opportunity to Practice GOST30 minutes

2 assignmentsTotal 60 minutes

Who's the SMART-est?30 minutes
The Four-Step Process in Public Relations30 minutes

This module examines the role of public relations in organizational responsibility, advocacy, and community engagement. You will differentiate between Corporate Social Responsibility (CSR) and Corporate Social Advocacy (CSA) and analyze how organizations communicate values and build stakeholder trust. This module also addresses community engagement and the importance of issue sensitivity and social license.

What's included

7 videos1 reading1 assignment

7 videosTotal 34 minutes

Defining Corporate Social Responsibility (CSR)6 minutes
CSR in Practice5 minutes
Defining Corporate Social Advocacy (CSA)5 minutes
CSA in Practice5 minutes
Stakeholder Engagement and Relationship Building4 minutes
Corporate Citizenship and Local Impact4 minutes
Issue Sensitivity, Crisis Preparedness, and Social License4 minutes

1 readingTotal 10 minutes

Corporate Social Responsibility: What It Is, Why It Matters, How It Works10 minutes

1 assignmentTotal 30 minutes

Corporate Social Responsibility (CSR)30 minutes

This final module introduces professional pathways within the public relations industry, including agency and in-house roles, and the skills needed to pursue them. This module emphasizes career preparation through networking and strategic job-search practices.

What's included

8 videos1 reading1 assignment

8 videosTotal 55 minutes

Agency vs. Corporate Communications7 minutes
Range of Jobs in Public Relations11 minutes
Polishing Your LinkedIn Profile7 minutes
Tips for Interviewing in PR5 minutes
Identifying a Path Forward4 minutes
Denver and the Front Range6 minutes
PR in the United States6 minutes
A Global Outlook on PR9 minutes

1 readingTotal 10 minutes

Preparing for a Public Relations Interview10 minutes

1 assignmentTotal 30 minutes

Working in Public Relations30 minutes

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Instructor

Instructor ratings

(217 ratings)

Erin Willis

University of Colorado Boulder

6 Courses34,457 learners

Offered by

University of Colorado Boulder

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Reviewed on May 27, 2024

This course is a great primer on public relations. I wish there was a resource will all of the recommended readings I could download for further study rather than having to copy them off the slides.

Reviewed on Aug 22, 2024

I really enjoyed this course, and Associate Professor Erin Willis did a great job with the lectures.

Reviewed on Oct 28, 2023

The instructor was efficient is delivering all the modules in this course. I gained a lot of theoretical and practical knowledge in the field of Public Relations. Excellent content. Thank you Erin!

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