Learning Outcomes

Case Study : The Teamsters Strike on UPS

What is Public Relations

The Function of Public Relations

Lesson Summary

In this module you will learn how to provides 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.

The Development of  Public Relations

The Sub Functions of  Public Relations

In this module you will learn some of the theory 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.

Management Functions and Roles

Public Relation Strategy

Public Relations and Business

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 upon an organization.

Organizational Factors for Public Relations

Organizational Structure

The Systems Theory Approach

Stakeholders Management Approach

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.

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

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.

The Importance, Purpose, and Forms of Research

Types of Research

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.

Diploma in Public Relations - First Assessment

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

Step 1: Formative Research to  Analyze the Situation

Step 2: Strategic Action Planning

Steps 3 & 4: Communication  Implementation & Evaluation

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.

Corporate Public Relations

Agency Public Relations

Government Relations and Public Affairs

Nonprofit, NGO, and Activist  Public Relations

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.

Ethics in Public Relations

Public Relations: Ethical Conscience  Advisor

Conducting Moral Analysis

Case Study: Home Depot’s  Leadership Crisis

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.

Effectiveness and Excellence

Case Study: Entergy Responds to Hurricane Katrina

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.

Public Relations - Second Assessment

Diploma in Public Relations - Assessment

Discover the key theories, principles, and best practices of effective public relations with this free online course.

Diploma in Public Relations

With this free online Diploma in Public Relations course from Alison, you will learn the importance and best practices in the field of public relations (PR). You will look into the main models and approaches to public relations, its processes and management functions, and its four main categories. You will also examine the highest quality strategies in modern public relations and learn how to apply them in your organization.