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	4.6 stars Average User Rating 4.6See what learners said

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

How It Works

Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

Help from Your Peers

Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.

Certificates

Earn official recognition for your work, and share your success with friends, colleagues, and employers.

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

Rated 4.6 out of 5 of 261 ratings

Very nice course, the teacher is amazing

A brilliant introduction to public relations and what I would call pure public relations before marketing and spin get to it. Great if you have a NGO or non corporate entity to PR.

This course is for those people who eager to learn PR.

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.