About this course: 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.
Created by: National University of Singapore
Taught by: Mohan Dutta, Professor, Head of Communications and New Media
Communications and New Media
| Basic Info |
Course 1 of 5 in the
Public Relations For Digital Media Specialization.
|
| Commitment | 4 weeks of study, 6-8 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 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 videos, 3 readings
- Video: Welcome Video
- Reading: Pre-course Survey
- Reading: Overall Readings on the PR Industry
- Video: Introduction to PR Part 1 - Definition of Public Relations
- Video: Introduction to PR Part 2 - Public Relations Functions
- Video: Public Relations Skillsets Part 1 - Writing
- Video: Public Relations Skillsets Part 2 - Research
- Video: Roles of a PR Practitioner Part 1 - A Day In the Life of a PR Practitioner
- Video: Roles of a PR Practitioner Part 2 - Activities
- Video: PR Jobs and Trends
- Video: Public Relations Organizations Part 1 - Roles Performed by PR Practitioners
- Video: Public Relations Organizations Part 2 - Emerging Trends
- Video: New Media: Definition and Trends
- Reading: Optional Reading For Module 1
Graded: Public Relations Trends: Understanding the Profession and Practice
WEEK 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 videos, 1 reading
- Video: What is Theory?
- Video: Grunig-Hunt Model: From Asymmetrical Communication to Symmetry
- Video: Excellence Theory
- Video: Relationship Management Theory
- Video: Rhetorical Theory
- Video: Dialogue
- Video: Engagement Theories Part 1 - Engagement and The Practice of PR in Social Media Landscape
- Video: Engagement Theories Part 2 - Engagement and Policy
- Video: Critical Theory Part 1 - Key Elements of Critical Theory
- Video: Critical Theory Part 2 - Culture-Centered Approach in Critical Public Relations
- Video: Theories of Media
- Video: Theories of Public
- Video: Theories Public Opinion
- Video: Theories of Persuasion Part 1 - Hierarchy of Effects Model and Elaboration Likelihood Model
- Video: Theories of Persuasion Part 2 - Key Points
- Reading: Optional Reading For Module 2
Graded: Quiz Module 2
WEEK 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 videos, 1 reading
- Video: Strategy and Tactics
- Video: POSTAR (Positioning, Objectives, Strategy, Tactics, Administration, Result)
- Video: RACE (Research, Action, Communication, Evaluation)
- Video: Research Overview and Secondary Research
- Video: Primary Research and Research Design
- Video: Audience Part 1 - Audience Overview and Principle of Segmentation
- Video: Audience Part 2 - Segmentation and Message Targeting
- Video: Objectives
- Video: Strategy Overview
- Video: Proactive Strategy
- Video: Reactive Strategy
- Video: Message Strategy Part 1 - Source
- Video: Message Strategy Part 2 - Content
- Reading: Optional Reading For Module 3
Graded: Quiz Module 3
WEEK 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 videos, 2 readings
- Video: Interpersonal Channels
- Video: Organizational Channels and News Media Channel
- Video: Advertising and Promotional Media Channels Part 1 - Paid For Media
- Video: Advertising and Promotional Media Channels Part 2 - Media Plan
- Video: Advertising and Promotional Media Channels Part 3 - Tactics and Strategy
- Video: Truth and Authenticity Part 1 - Communicating With a Conscience
- Video: Truth and Authenticity Part 2 - Communication of Facts
- Video: PR and Culture Part 1 - Culture and Communication Practice
- Video: PR and Culture Part 1 - Cultural Values and Differences
- Video: PR and Technology
- Video: PR Skills of the Future
- Reading: Optional Reading For Module 4
- Reading: Post-course Survey
Graded: Public Relations Plan (Brief)
FAQs
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Coursework
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Creators
National University of Singapore
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.
Pricing
| Audit | Purchase Course | |
|---|---|---|
| Access to course materials | Available | Available |
| Access to graded materials | Not available | Available |
| Receive a final grade | Not available | Available |
| Earn a shareable Course Certificate | Not available | Available |
Ratings and Reviews
EXCELLENT.
Brilliant!
Wonderful Experience. Thank-you Prof. Mohan Dutta for being such a wonderful teacher throughout the course. I'd like to thanks Coursera for the same, keep doing great work.
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IV
I would agree to pay more money, but to have possibility that writing work would be checked by real teachers, not only peers. I think it would add value to the course.