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Public Relations: Best Practices and Ethics

  • Description
  • Outcome
  • Certification
  • The free online course Public Relations: Best Practices and Ethics guides you in a step-by-step manner through the best practices and ethics necessary for excellence in public relations.

    The course begins by walking you through the RACE process in public relations. In particular you will learn about conducting Research, strategic Action planning, Communication implementation, and Evaluating your results. These are all steps which will help you to implement the RACE system in your everyday working practices.

    You will then be introduced to the best practices in public relations which will help you to identify the different areas included in the field, as well as helping you understand the functions of each. To help you see how these best practices can be applied in the real world you will review case studies of the practices in action.

    Next, you will learn about the importance of ethics, moral analysis, and leadership in public relations, and their potential impact on your PR strategy. To do so you will explore the theory behind each area, and further examine the real life impacts which a good implementation of these practices can have on your company. Finally, you will look at the best practices of public relations. These best practices are vital to developing and maintaining excellent public relations within any organization.

    This free online course will be of great interest to learners who work in the area of PR and communications, and would like to learn more about excellence in PR. It is also be of interest to learners who would like to learn more about the best practices and ethics that drive PR, while also looking at examples of excellent PR in action.

  • Having completed this course you will be able to:
    - Discuss the importance of achieving goals and objectives
    - Differentiate between strategic objectives and ineffective objectives
    - Define the RACE acronym
    - Differentiate between the four primary areas of functional responsibility
    - Differentiate between each of the PR functions
    - Discuss the importance of strategic management within each PR function
    - Discuss ethics in relation to PR
    - Discuss how to morally analyze a business plan
    - Discuss excellence and effectiveness in PR management
    - Discuss the variables identified in Grunig’s Excellence Study

  • All Alison courses are free to study. To successfully complete a course you must score 80% or higher in each course assessments. Upon successful completion of a course, you can choose to make your achievement formal by purchasing an official Alison Diploma, Certificate or PDF.

    Having an official Alison document is a great way to share your success. Plus it’s:

    • Ideal for including in CVs, job applications and portfolios
    • An indication of your ability to learn and achieve high results
    • An incentive to continue to empower yourself through learning
    • A tangible way of supporting the Alison mission to empower people everywhere through education.

Public Relations: Best Practices and Ethics
  • Free

  • 2-3 Hours

  • Saylor Foundation

  • Assessment

  • Certification

  • 50 Pts

Modules List( 5 )
  • Module
    RACE - The Public Relations Process
    • In this module you will learn about the RACE process which acts as a guideline for creating and running a public relations campaign. In particular, you will learn how to implement each of the four steps in the process; research, action planning, communication, and evaluation.
    • Learning Outcomes
    • Step 1: Formative Research to Analyze the Situation
    • Step 2: Strategic Action Planning
    • Steps 3 & 4: Communication Implementation & Evaluation
    • Lesson Summary
  • Module 2: Public Relations - Four Main Categories
    • In this module you will examine the best practices in public relations. In order to achieve this, you will learn about the four main categories within the profession; Corporate PR, Agency PR, Government/public affairs, and nonprofit/NGO/activist PR.
    • Learning Outcomes
    • Corporate Public Relations
    • Agency Public Relations
    • Government Relations & Public Affairs
    • Nonprofit, NGO, and Activist Public Relations
    • Lesson Summary
  • Module 3: Ethics, Moral Analysis and Leadership
    • In this module you will look at ethical concerns within the PR profession. You will also learn how to conduct a moral analysis, and examine the importance of good leadership through a real-life case study.
    • Learning Outcomes
    • Ethics in Public Relations
    • Public Relations: Ethical Conscience Advisor
    • Conducting Moral Analyses
    • Case Study: Home Depot's Leadership Crisis
    • Lesson Summary
  • Module 4: Best Practices for Excellence in Public Relations
    • In this module you will discover how to achieve excellent public relations through the use of best practices. This is further explored through an examination of the the Entergy case study, which highlights the importance of best practice in achieving excellence.
    • Learning Outcomes
    • Effectiveness and Excellence
    • Case Study: Entergy Responds to Hurricane Katrina
    • Lesson Summary
  • Module 5: Public Relations - Best Practices and Ethics Assessment
    • You must score 80% or more to pass this assessment.
    • Public Relations: Best Practices and Ethics Assessment
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