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.

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.

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.