Diploma in Public Relations - Revised

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Modules

Topics

10-15

hours

learn the key theories and practices of public relations, from how to put together an effective pr strategy, to how to manage a pr team.
Module 1
Public Relations Basis
Resources available

In this module you will learn how to 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.

Public Relation Basis - Learning Outcomes

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Case Study : The Teamsters Strike on UPS

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What is Public Relations

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The Function of Public Relations

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Public Relations Basis - Lesson Summary

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Module 2
Models and Approaches to Public Relations
Resources available

In this module you will learn 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.

Models and Approaches to Public Relations - Learning Outcomes

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The Development of Public Relations

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The Sub Functions of Public Relations

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Models and Approaches to Human Relations - Lesson Summary

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Module 3
Public Relations as a management Function
Resources available

In this module you will learn 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.

Public Relations as a Management Function - Learning Outcomes

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Management Functions and Roles

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Public Relation Strategy

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Public Relations and Business

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Public Relations as a Management Function - Lesson Summary

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Module 4
Public Relations and Organization
Resources available

In this module you will learn the organizational theory behind PR. In order to do so you will examine the organizational factors and structures that apply to public relations. You will also learn about how the systems theory approach and the stakeholder management approach impact PR policies.

Public Relations and Organizations - Learning Outcomes

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Organizational Factors for Public Relations

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Organizational Structure

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The Systems Theory Approach

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Stakeholders Management Approach

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Public Relations and Organization - Lesson Summary

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Module 5
Identifying and Prioritizing Stakeholders and Publics
Resources available

This module teaches you how to recognize your stakeholders and their relative importance. To do so you will look at management and prioritization theory, as well as the situational theory of publics. You will also learn about how the contingency approach impacts PR. Finally, you will examine a real-life case study in order to see these theories in practice.

Identifying and Prioritizing Stakeholders and Publics - Learning Outcomes

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Stakeholder Management and Prioritizing Publics

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The Situational Theory of Publics

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A Contingency Approach to Public Relations Strategy

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Case Study: Building a Headquarters in a Neighborhood

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Identifying and Prioritizing Stakeholders and Publics - Lesson Summary

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Module 6
Public Relations Research - The key to Strategy
Resources available

This module looks at the importance of research in developing PR strategy. You will examine different aspects of research, such as purpose and forms of research. You will also learn about the various different types of research.

Public Relations Research - The key to Strategy - Learning Outcomes

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The Importance, Purpose, and Forms of Research

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Types of Research

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Public Relations Research: The Key to Strategy - Lesson Summary

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Module 7
Diploma in Public Relations - First Assessment
Resources available

You must score 80% or more to pass this assessment.

Diploma in Public Relations - First Assessment

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Module 8
RACE - The Public Relations Process
Resources available

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.

RACE - The Public Relations Process - Learning Outcomes

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Step 1: Formative Research to Analyze the Situation

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Step 2: Strategic Action Planning

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Steps 3 & 4: Communication Implementation & Evaluation

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RACE - The Public Relations Process - Lesson Summary

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Module 9
Public Relations - Four Main Categories
Resources available

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.

Public Relations - Four Main Categories - Learning Outcomes

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Corporate Public Relations

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Agency Public Relations

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Government Relations and Public Affairs

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Nonprofit, NGO, and Activist Public Relations

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Public Relations - Four Main Categories - Lesson Summary

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Module 10
Ethics, Moral Analysis and Leadership
Resources available

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.

Ethics, Moral Analysis and Leadership - Learning Outcomes

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Ethics in Public Relations

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Public Relations: Ethical Conscience Advisor

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Conducting Moral Analysis

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Case Study: Home Depot’s Leadership Crisis

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Ethics, Moral Analysis and Leadership - Lesson Summary

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Module 11
Best Practices for Excellence in Public Relations
Resources available

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.

Best Practices for Excellence in Public Relations - Learning Outcomes

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Effectiveness and Excellence

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Case Study: Entergy Responds to Hurricane Katrina

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Best Practices for Excellence in Public Relations - Lesson Summary

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Module 12
Diploma in Public Relations - Second Assessment
Resources available

You must score 80% or more to pass this assessment.

Public Relations - Second Assessment

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course assessment: Diploma in Public Relations - Revised
Module 13
Course assessment
Resources available

Diploma in Public Relations - Final Assessment

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Diploma in Public Relations - Revised

learn the key theories and practices of public relations, from how to put together an effective pr strategy, to how to manage a pr team.

Public Relations Basis

Public Relation Basis - Learning Outcomes

Case Study : The Teamsters Strike on UPS

What is Public Relations

The Function of Public Relations

Public Relations Basis - Lesson Summary

Models and Approaches to Public Relations

Models and Approaches to Public Relations - Learning Outcomes

The Development of Public Relations

The Sub Functions of Public Relations

Models and Approaches to Human Relations - Lesson Summary

Public Relations as a management Function

Public Relations as a Management Function - Learning Outcomes

Management Functions and Roles

Public Relation Strategy

Public Relations and Business

Public Relations as a Management Function - Lesson Summary

Public Relations and Organization

Public Relations and Organizations - Learning Outcomes

Organizational Factors for Public Relations

Organizational Structure

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

Diploma in Public Relations - First Assessment

Diploma in Public Relations - First Assessment

RACE - The Public Relations Process

RACE - The Public Relations Process - Learning Outcomes

Step 1: Formative Research to Analyze the Situation

Step 2: Strategic Action Planning

Steps 3 & 4: Communication Implementation & Evaluation

RACE - The Public Relations Process - Lesson Summary

Public Relations - Four Main Categories

Public Relations - Four Main Categories - Learning Outcomes

Corporate Public Relations

Agency Public Relations

Government Relations and Public Affairs

Nonprofit, NGO, and Activist Public Relations

Public Relations - Four Main Categories - Lesson Summary

Ethics, Moral Analysis and Leadership

Ethics, Moral Analysis and Leadership - Learning Outcomes

Ethics in Public Relations

Public Relations: Ethical Conscience Advisor

Conducting Moral Analysis

Case Study: Home Depot’s Leadership Crisis

Ethics, Moral Analysis and Leadership - Lesson Summary

Best Practices for Excellence in Public Relations

Best Practices for Excellence in Public Relations - Learning Outcomes

Effectiveness and Excellence

Case Study: Entergy Responds to Hurricane Katrina

Best Practices for Excellence in Public Relations - Lesson Summary

Diploma in Public Relations - Second Assessment

Public Relations - Second Assessment

course assessment: Diploma in Public Relations - Revised

Course assessment

Diploma in Public Relations - Final Assessment