Principles of Public Relations (Coursera)

What You Will Learn

- Define and describe the practice of public relations and how it differs from related fields like advertising and marketing.

- Understand how mass media works and how news is produced, and where public relations fits into the process.

- Identify target audiences and the objectives for persuasive communication.

- Create public relations tools for practice, and understand how to implement them into daily use.

Course 1 of 3 in the Introduction to Public Relations and the Media Specialization

Syllabus

WEEK 1

Defining Public Relations

In this module, you will learn the meaning of public relations and understand how different brands use strategic communication to reach target audiences with key messages that advance an organization’s goals.

WEEK 2

The 4-Step Process in Public Relations

In this module, you will learn about the four-step public relations process that informs public relations planning with both qualitative and quantitative research and shifts the public relations function from tactical to strategic.

WEEK 3

Corporate Social Responsibility

In this module, you will learn about Corporate Social Responsibility (CSR), a form of self-regulation that contributes to societal goals by engaging in volunteering or ethically-oriented business practices.

WEEK 4

Working in Public Relations

In this module, you will learn about the different types of jobs available in the field and the different skill sets needed for working in public relations.

WEEK 5

Ethics in Public Relations Practice

In this module, you will learn about the ethical principles applied in public relations practice and will be challenged by different real-life scenarios.