Об этом курсе: What is Public Relations? What does a Public Relations practitioner do and what is the role of Public Relations in a technologically-connected global landscape? What is the nature of the Public Relations process and how to develop Public Relations strategies and tactics? In this course, you will learn what Public Relations is, what are some of the key growth areas in Public Relations, and the future of the practice. You will learn about the various theories of Public Relations and how to put these theories to use when carrying out Public Relations activities. The course will provide you a big picture of the Public Relations process, and the important roles of strategy and tactics in the process. This is a foundation course for students wanting to pursue careers in public relations as well as a refresher for entry level PR practitioners wanting to brush up on their knowledge of the field. Throughout the course, I will converse with you about the ongoing trends in technology and culture and the ways in which these trends are shaping PR across the globe. Come join me in this fun tour of Public Relations practice, PR theories, and the PR process. We will learn together about the nature of PR in our technologically-powered networked societies and the ways in which PR careers are being transformed by global conversations.
Автор: Национальный университет Сингапура
Преподаватели: Mohan Dutta, Professor, Head of Communications and New Media
Communications and New Media
| Основные сведения | Course 1 of 5 in the Public Relations For Digital Media Specialization |
| Выполнение | 4 weeks of study, 6-8 hours/week |
| Язык | English |
| Как пройти курс | Чтобы пройти курс, выполните все оцениваемые задания. |
| Оценки пользователей |
Программа курса
НЕДЕЛЯ 1
Introduction to Public Relations in New Media Environment
Welcome! In this section, we are covering the nuts and bolts of the PR industry. We will learn what Public Relations is, what a PR job looks like, and what are the trends in the PR industry. We will describe the PR process and look at the different steps of the process. Finally, we will also learn about how technology and global culture are shaping the practice of Public Relations.
11 видео, 3 материалов для самостоятельного изучения
- Видео: Welcome Video
- Reading: Pre-course Survey
- Reading: Overall Readings on the PR Industry
- Видео: Introduction to PR Part 1 - Definition of Public Relations
- Видео: Introduction to PR Part 2 - Public Relations Functions
- Видео: Public Relations Skillsets Part 1 - Writing
- Видео: Public Relations Skillsets Part 2 - Research
- Видео: Roles of a PR Practitioner Part 1 - A Day In the Life of a PR Practitioner
- Видео: Roles of a PR Practitioner Part 2 - Activities
- Видео: PR Jobs and Trends
- Видео: Public Relations Organizations Part 1 - Roles Performed by PR Practitioners
- Видео: Public Relations Organizations Part 2 - Emerging Trends
- Видео: New Media: Definition and Trends
- Reading: Optional Reading For Module 1
Оцениваемый: Public Relations Trends: Understanding the Profession and Practice
НЕДЕЛЯ 2
Public Relations Theory
Now that we have had an overview of the PR profession and industry trends, let’s explore some of the main theories of PR that will help us better understand the PR process and the underlying mechanisms of PR. We will also learn about theories of mass media and public opinion. You will see how practical many of these theories are! In this section, I encourage you to keep thinking about the practical relevance of the theories you are picking up.
15 видео, 1 материал для самостоятельного изучения
- Видео: What is Theory?
- Видео: Grunig-Hunt Model: From Asymmetrical Communication to Symmetry
- Видео: Excellence Theory
- Видео: Relationship Management Theory
- Видео: Rhetorical Theory
- Видео: Dialogue
- Видео: Engagement Theories Part 1 - Engagement and The Practice of PR in Social Media Landscape
- Видео: Engagement Theories Part 2 - Engagement and Policy
- Видео: Critical Theory Part 1 - Key Elements of Critical Theory
- Видео: Critical Theory Part 2 - Culture-Centered Approach in Critical Public Relations
- Видео: Theories of Media
- Видео: Theories of Public
- Видео: Theories Public Opinion
- Видео: Theories of Persuasion Part 1 - Hierarchy of Effects Model and Elaboration Likelihood Model
- Видео: Theories of Persuasion Part 2 - Key Points
- Reading: Optional Reading For Module 2
Оцениваемый: Quiz Module 2
НЕДЕЛЯ 3
Public Relations Strategy
An important part of the Public Relations process is strategy. In this section, we will learn about the key elements of PR strategy and the role of research in guiding effective strategy. We will study the steps of PR planning and how to create a PR plan.
13 видео, 1 материал для самостоятельного изучения
- Видео: Strategy and Tactics
- Видео: POSTAR (Positioning, Objectives, Strategy, Tactics, Administration, Result)
- Видео: RACE (Research, Action, Communication, Evaluation)
- Видео: Research Overview and Secondary Research
- Видео: Primary Research and Research Design
- Видео: Audience Part 1 - Audience Overview and Principle of Segmentation
- Видео: Audience Part 2 - Segmentation and Message Targeting
- Видео: Objectives
- Видео: Strategy Overview
- Видео: Proactive Strategy
- Видео: Reactive Strategy
- Видео: Message Strategy Part 1 - Source
- Видео: Message Strategy Part 2 - Content
- Reading: Optional Reading For Module 3
Оцениваемый: Quiz Module 3
НЕДЕЛЯ 4
Public Relations Tactics, Trends, and Skills for the Future
Now comes the real fun! Once we have learned about strategy, we can turn our attention to the creative part of the PR process. How can we develop innovative and impactful tactics that are aligned with our strategic plan? We will learn to implement strategy through tactics. We will also explore the directions in which the PR industry is moving and the PR skills of the future.
11 видео, 2 материалов для самостоятельного изучения
- Видео: Interpersonal Channels
- Видео: Organizational Channels and News Media Channel
- Видео: Advertising and Promotional Media Channels Part 1 - Paid For Media
- Видео: Advertising and Promotional Media Channels Part 2 - Media Plan
- Видео: Advertising and Promotional Media Channels Part 3 - Tactics and Strategy
- Видео: Truth and Authenticity Part 1 - Communicating With a Conscience
- Видео: Truth and Authenticity Part 2 - Communication of Facts
- Видео: PR and Culture Part 1 - Culture and Communication Practice
- Видео: PR and Culture Part 1 - Cultural Values and Differences
- Видео: PR and Technology
- Видео: PR Skills of the Future
- Reading: Optional Reading For Module 4
- Reading: Post-course Survey
Оцениваемый: Public Relations Plan (Brief)
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Авторы
Национальный университет Сингапура
A leading global university located in Asia, the National University of Singapore (NUS) is Singapore’s flagship university, and offers a global approach to education and research with a focus on Asian perspectives and expertise. Its transformative education includes a broad-based curriculum underscored by multi-disciplinary courses and cross-faculty enrichment.
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Рейтинги и отзывы
Love it! Easy to understand and extremely relevant to my current field.
I can say the course gave me to look overall the PR since , the lecturer is professional enough and has a wide experience over the world. ..
Great Learnings.
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very Good If you Are Basic you Get here What you Want...I LIKE THIS COURSE AND HIGHLY RECOMEDED PROFESSOR IS Very GOOD FOR EXPLANATION STEP by STEP THANK YOU