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University of Colorado Boulder

Principles of Public Relations

University of Colorado Boulder via Coursera

Overview

In this course, learners are exposed to an overview of public relations principles and theories relevant to practice. You will explore the field, including the origin and trends affecting the future of the industry as well as how to land a job in public relations. This course provides a broad overview of working in public relations and how different tenets of persuasion are used in practice. The course also addresses ethical implications of public relations.

Syllabus

  • 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.
  • 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.
  • 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.
  • 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.
  • 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.

Taught by

Erin Willis

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