Alison Free Online Learning

Public Relations (Free Online Course With Diploma)

PR is a wide-ranging field and crucial activity for any modern organization. This course will first guide you through a case study that demonstrates the importance of developing and maintaining relationships, even with those whom you may feel are adversaries. You will study the role of public relations within an organization, and learn the benefits which effective PR management and strategy can have for an organization. You will then look into the organizational theory behind PR.

This course will also cover the topic of the importance of public relations in the management of communication between an organization and its core market. It will discuss the RACE process which acts as a guideline for creating and running a public relations campaign. You will learn about the four main categories within the profession including Corporate PR, Agency PR, Government/public affairs, and nonprofit/NGO/activist PR. You will also learn how to conduct a moral analysis, and examine the importance of good leadership through a real-life case study.

Public relations is a unique management function that contributes to an organization’s success through its focus on developing and maintaining relationships with key markets. Upon the completion of this course, you will have learned how PR helps an organization and why there is a crucial need for all PR officials to understand the ethics of the profession. So, check out the course today, and start learning how to apply the best practices of modern public relations in your organization.

Module 1

Public Relations Basis

In this module, you will learn how to provide 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.

Module 2

Models and Approaches to Public Relations

In this module, you will learn some of the theories 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.

Module 3

Public Relations as a Management Function

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 on an organization.

Module 4

Public Relations and Organization

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.

Module 5

Identifying and Prioritizing Stakeholders and Publics

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 public. 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.

Module 6

Public Relations Research - The key to Strategy

This module looks at the importance of research in developing PR strategies. 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.

Module 7

Diploma in Public Relations - First Assessment

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

Module 8

RACE - The Public Relations Process

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.

Module 9

Public Relations - Four Main Categories

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.

Module 10

Ethics, Moral Analysis and Leadership

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.

Module 11

Best Practices for Excellence in Public Relations

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 Entergy case study, which highlights the importance of best practices in achieving excellence.

Module 12

Diploma in Public Relations - Second Assessment

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

Module 13

Course assessment

What You Will Learn In This Free Course

• Define the function of public relations.
• Describe several prominent sub-functions in the PR field.
• Discuss strategic thinking in relation to PR.
• Discuss the importance of good PR management skills.
• Discuss the differences between different organizational approaches.
• Discuss different ways of prioritizing stakeholders/the public.

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