Public Relations: Optimize Systems Theory and Stakeholder Management Practices - Revised

Public Relations
Free Course
Public relations (PR) is vital for the success of any serious modern organization. This makes PR professionals highly valuable members of the modern economy, with skills that can take them all over the world. With this free public relations course you will learn about the organizational principles, stakeholder prioritization, and research practices involved in modern public relations. This will give your PR résumé a solid boost in no time at all.
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  • Duration

    2-3 Hours
  • Assessment

  • Certification

  • Responsive





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Organizational culture and structure have significant impacts on public relations and organizational communication more widely. This course will teach you about organizational structures and how they impact different PR strategies for sustainability and growth. You will then study the Systems Theory Approach and the Stakeholder Management Approach, as well as learn the importance of professional PR management skills. The course will also cover the three ways that organizations evaluate their own effectiveness, and the six steps of the stakeholder management process.

You will then study the four different types of stakeholders which include enabling, functional, normative, and diffused stakeholders. The course will also discuss the different strategic approaches available for managing stakeholders, including the defensive approach, the responsive approach, the assertive approach, and the collaborative approach. You will also study the purpose of research within public relations, the main forms and types of research, and the different methods of data analysis.

Research plays a vital role in public relations management, both in making PR strategic and boosting its credibility as a management activity. By learning important formative and evaluative PR research methods, you will be able to optimize the PR activities of your organization. That's what this course is for. By the end of the course, you will have gained a much stronger understanding of real-life PR research methods, along with the strategies for effective stakeholder management in PR. So why wait? Start your nex learning journey, today.

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Learning Outcomes

Having completed this course you will be able to:

  • Discuss the importance of good PR management skills
  • 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
  • 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 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
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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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