Public Relations: Best Practices and Ethics

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Modules

Topics

2-3

hours

Module 1
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.

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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Lesson Summary

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Module 2
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.

Learning Outcomes

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Corporate Public Relations

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Agency Public Relations

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Government Relations & Public Affairs

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Nonprofit, NGO, and Activist Public Relations

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Lesson Summary

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Module 3
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.

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 Analyses

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Case Study: Home Depot's Leadership Crisis

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Lesson Summary

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Module 4
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.

Learning Outcomes

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Effectiveness and Excellence

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Case Study: Entergy Responds to Hurricane Katrina

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Lesson Summary

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end of course assessment
Module 5
Public Relations - Best Practices and Ethics Assessment
Resources available

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

Public Relations: Best Practices and Ethics Assessment

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Public Relations: Best Practices and Ethics

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

Lesson Summary

Public Relations - Four Main Categories

Learning Outcomes

Corporate Public Relations

Agency Public Relations

Government Relations & Public Affairs

Nonprofit, NGO, and Activist Public Relations

Lesson Summary

Ethics, Moral Analysis and Leadership

Learning Outcomes

Ethics in Public Relations

Public Relations: Ethical Conscience Advisor

Conducting Moral Analyses

Case Study: Home Depot's Leadership Crisis

Lesson Summary

Best Practices for Excellence in Public Relations

Learning Outcomes

Effectiveness and Excellence

Case Study: Entergy Responds to Hurricane Katrina

Lesson Summary

end of course assessment

Public Relations - Best Practices and Ethics Assessment

Public Relations: Best Practices and Ethics Assessment

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