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Diploma in Public Relations

Diploma in Public Relations

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13

Modules

54

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

Public Relations - Second Assessment

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course assessment: Diploma in Public Relations
Module 13
Course assessment
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Diploma in Public Relations - Final Assessment

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