Lesson Summary for RACE - The Public Relations Process

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Module 1: RACE - The Public Relations Process

Module 1: 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

Module 2: 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

Module 3: 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

Module 4: 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

Module 5: 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

Module 6: 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

Module 7: Diploma in Public Relations - First Assessment

Diploma in Public Relations - First Assessment

Module 8: 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

Module 9: 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

Module 10: 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

Module 11: 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

Module 12: Diploma in Public Relations - Second Assessment

Public Relations - Second Assessment

Course assessment

Diploma in Public Relations - Final Assessment

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