Public Relations: Optimize Systems Theory and Stakeholder Management Practices - Revised
Learn how to protect and enhance your organization's reputation with an understanding of PR research and theory.
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This course will discuss the organizational factors and structures that apply to public relations. You will learn how the systems theory approach and the stakeholder management approach impact PR policies. You will look into the different types of stakeholders/publics and study the strategic approaches for managing them. This course will also discuss why research plays a vital role in public relations management, both in making it function strategically and in adding to its credibility as a management function.
Conducting both formative and evaluative research is vital in modern public relations management. This course will discuss the difference between formative and evaluative research. You will learn that formative research is conducted to learn what publics know and want while evaluative research shows the impact made through communication efforts after a public relations campaign. You will also study the usefulness of formal research, informal research, quantitative research, and qualitative research.
The culture and structure of an organization have an important impact on its communication function. Upon the completion of this course, you will have learned much more about the organizational and research theory that will help you achieve your organization's PR needs while simultaneously having acquired the skills to manage the stakeholders in your organization. Check out the course and learn more about PR optimization within the modern business environment.
Public Relations and Organization
Public Relations and Organizations - Learning Outcomes
Organizational Factors for Public Relations
The Systems Theory Approach
Stakeholders Management Approach
Public Relations and Organization - Lesson Summary
Identifying and Prioritizing Stakeholders and Publics
Identifying and Prioritizing Stakeholders and Publics - Learning Outcomes
Stakeholder Management and Prioritizing Publics
The Situational Theory of Publics
A Contingency Approach to Public Relations Strategy
Case Study: Building a Headquarters in a Neighborhood
Identifying and Prioritizing Stakeholders and Publics - Lesson Summary
Public Relations Research - The key to Strategy
Public Relations Research - The key to Strategy - Learning Outcomes
The Importance, Purpose, and Forms of Research
Types of Research
Public Relations Research: The Key to Strategy - Lesson Summary
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
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