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Introduction to Public Relations

  • Description
  • Outcome
  • Certification
  • The free online course Introduction to Public Relations guides you in a step-by-step manner through the foundation of theory, practices and real-life applications in modern public relations.

    The course begins by walking you through a public relations case study, designed to get you thinking about the role of PR and the real life applications of the field. You will then look at the field of public relations in broader terms, in order to determine the definition of ‘public relations’ or ‘PR’. The function of public relations in the modern world will also be explored.

    You will also look at the historical origins of public relations in the Unites States, and the resulting PR models which emerged. These include Grunig & Hunt’s “4 Models” of public relation practice; the Press Agentry Model, the Public Information Model, the Symmetrical and Asymmetrical Models. You will see how these models apply to modern PR, and how the PR function has split into several sub functions over the years; such as the corporate and agency sub functions.

    You will discuss strategic PR and its role in the modern business world. You will learn more about the role of PR managers within organizations; such as their roles in company strategy, and their advisory roles.

    This free online course will be of great interest to professionals who work in the area of PR and communications and who would like to learn more about the different functions and sub functions of PR, the theoretical models that have shaped the field, and the strategical role of PR managers within an organization. It will also be of interest to learners who would like to learn more about the role of PR within the modern business environment.

  • Having completed this course you will be able to:
    - Define the field of public relations.
    - Define the function of public relations.
    - Define the characteristics of several PR models.
    - Describe several prominent sub functions in the PR field.
    - Discuss strategic thinking in relation to PR.
    - Define the management role of PR.
    - Discuss the importance of a PR representative at the highest level of a business.

  • 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.

Introduction to Public Relations
  • Free

  • 2-3 Hours

  • Saylor Foundation

  • Assessment

  • Certification

  • 50 Pts

Modules List( 4 )
  • Module
    Public Relations Basics
    • This module provides a detailed case study which allows learners to understand the real-life applications of public relations. It also discusses the foundations of public relations, by defining the field and its functions.
    • Lesson Outcomes
    • Case Study: PR Policies During the Teamsters Strike on UPS
    • What is Public Relations?
    • The Function of Public Relations
    • Lesson Summary
  • Module 2: Models and Approaches to Public Relations
    • This module looks at some of the theory behind PR, such as the different models that have developed over the years. It also examines the sub functions in detail, such as the corporate and agency sub functions.
    • Learning Outcomes
    • The Development of Public Relations
    • The Sub Functions of Public Relations
    • Lesson Summary
  • Module 3: Public Relations as a Management Function
    • This module looks at the role of public relations within an organization. In particular, it explores the benefits which effective PR management and strategy can have upon an organization.
    • Learning Outcomes
    • Management Functions and Roles
    • Public Relations Strategy
    • Public Relations and Business
    • Lesson Summary
  • Module 4: Introduction to Public Relations Assessment
    • You must score 80% or more to pass this assessment.
    • Public Relations - The Functions, Models, and Strategy of Modern PR Assessment
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