Optimize Systems Theory and Stakeholder Management Practice | Alison

The New Alison App has just launched Download Now

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.

Public Relations
Free Course
This free online course in public relations will teach you how to optimize systems theory and stakeholder management practices. Public relations, or PR, is the practice of protecting and enhancing the reputation of an organization or individual. In this course, you will learn about organizational principles, stakeholder prioritization, the research practices of modern public relations, the organizational theory of public relations, and more.
  • Duration

    1.5-3 Hours
  • Assessment

  • Certification

  • Responsive






View course modules


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.

Start Course Now

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 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.



    You have received a new notification

    Click here to view them all