Public Relations Theories and Practices - Online Course| Alison

The New Alison App has just launched Download Now

Public Relations: Optimize Systems Theory and Stakeholder Management Practices

Learn about the organizational, prioritization and research theory behind PR functions.

Public Relations
Free Course
Learn about the organizational, prioritization and research theory behind PR functions.





View course modules


Learn about the organizational principles, stakeholder prioritization, and research practices of modern public relations by studying the course Public Relations: Optimize Systems Theory and Stakeholder Management Practices. 

This course begins by walking you through the organizational theory surrounding public relations. In particular this free course will look at organizational factors and structures, two areas vital in helping you to achieve excellent PR. The course also helps you to explore two of the main approaches used in PR today; the Systems Theory Approach, and the Stakeholder Management Approach.

You will be introduced to methods that will help you to identify and prioritize stakeholders and publics, as well as helping you learn how to manage different stakeholders. To help you understand more about stakeholders and publics the Situational Theory of Publics, and the Contingency Approach to PR Strategy will also be discussed in detail. Finally, you will be walked through a case study that is aimed at helping you understand the real life applications and benefits of effective stakeholder management.

You will learn about the importance of research in public relations, and its impact on your PR strategy. To do so you will explore the importance, purpose and forms of research. You will then build on this knowledge by learning about the different types of research.

This course will be of great interest to you if you work in the area of PR and communications, and would like to learn more about effective PR. It will also be of interest to learners who would like to learn more about the organizational and research theory that drives PR, while simultaneously learning how to manage the stakeholders in your organization.

This free Public Relations course will also be of interest to you if you would like to learn more about the optimization of PR within the modern business environment.

Start Course Now

Learning Outcomes

Having completed this course you will be able to: - Discuss the importance of good PR management skills; - Differentiate between organizational structures; - Discuss the differences between different organizational approaches; - List the different types of stakeholders/publics; - Discuss different ways of prioritizing stakeholders/publics; - Define strategic approaches to managing stakeholders/publics; - Discuss communication strategy in relation to stakeholders/publics; - Describe a case study which highlights the effectiveness of the collaborative approach; - Discuss the purpose of research within public relations; - Define the different forms and types of research; - and discuss different methods of data analysis.


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 an official Certificate, which is a great way to share your achievement with the world. Your Alison Certificate 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 Certificates 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
Framed Certificate - a physical version of your officially branded and security-marked Certificate in a stylish frame, posted to you with FREE shipping

All Certificates are available to purchase through the Alison Shop. For more information on purchasing Alison Certificates, please visit our FAQs. If you decide not to purchase your Alison Certificate, 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 Certificate pricing, please visit our Pricing Page.


    New course

    This Course has been revised!

    For a more enjoyable learning experience, we recommend that you study the mobile-friendly republished version of this course.

    Take me to revised course.

    You have received a new notification

    Click here to view them all