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Introduction to Public Relations

Public Relations
Free Course

Learn how to incorporate effective PR principles into your business practices.

Description Outcome Certification View course modules

The course Introduction to Public Relations guides you in a step-by-step manner through the foundation of theory, practices and real-life applications in modern public relations.

The course begins by walking you through a public relations case study, designed to get you thinking about the role of PR and the real life applications of the field. You will then look at the field of public relations in broader terms, in order to determine the definition of ‘public relations’ or ‘PR’. The function of public relations in the modern world will also be explored.

You will also look at the historical origins of public relations in the United States, and the resulting PR models which emerged. These include Grunig & Hunt’s “4 Models” of public relation practice; the Press Agentry Model, the Public Information Model, the Symmetrical and Asymmetrical Models. You will see how these models apply to modern PR, and how the PR function has split into several sub functions over the years; such as the corporate and agency sub functions.

You will discuss strategic PR and its role in the modern business world. You will learn more about the role of PR managers within organizations; such as their roles in company strategy, and their advisory roles.

This course will be of great interest to professionals who work in the area of PR and communications and who would like to learn more about the different functions and sub functions of PR, the theoretical models that have shaped the field, and the strategical role of PR managers within an organization. It will also be of interest to learners who would like to learn more about the role of PR within the modern business environment.

Having completed this course you will be able to: - Define the field of public relations; - Define the function of public relations; - Define the characteristics of several PR models; - Describe several prominent sub functions in the PR field; - Discuss strategic thinking in relation to PR; - Define the management role of PR; - and discuss the importance of a PR representative at the highest level of a business.

All Alison courses are free to enrol, study and complete. To successfully complete this Certificate course and become an Alison Graduate, you need to achieve 80% or higher in each course assessment. Once you have completed this Certificate course, you have the option to acquire official Certification, which is a great way to share your achievement with the world. Your Alison Certification is:

Ideal for sharing with potential employers - include it in your CV, professional social media profiles and job applications
An indication of your commitment to continuously learn, upskill and achieve high results
An incentive for you to continue empowering yourself through lifelong learning

Alison offers 3 types of Certification for completed Certificate courses:

Digital Certificate - a downloadable Certificate in PDF format, immediately available to you when you complete your purchase
Certificate - a physical version of your officially branded and security-marked Certificate, posted to you with FREE shipping
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All Certification is available to purchase through the Alison Shop. For more information on purchasing Alison Certification, please visit our faqs. If you decide not to purchase your Alison Certification, you can still demonstrate your achievement by sharing your Learner Record or Learner Achievement Verification, both of which are accessible from your Dashboard. For more details on our Certification pricing, please visit our Pricing Page.


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