Free Online Course from Alison: Diploma in Public Relations

Alison is offering a free online course entitled “Diploma in Public Relations”. This course will first guide you through a case study that demonstrates the importance of developing and maintaining relationships, even with those whom you may feel are adversaries. You will study the role of public relations within an organization, and learn the benefits which effective PR management and strategy can have for an organization. You will then look into the organizational theory behind PR.

This course will also cover the topic of the importance of public relations in the management of communication between an organization and its core market. It will discuss the RACE process which acts as a guideline for creating and running a public relations campaign. You will learn about the four main categories within the profession including Corporate PR, Agency PR, Government/public affairs, and nonprofit/NGO/activist PR. You will also learn how to conduct a moral analysis, and examine the importance of good leadership through a real-life case study.

Duration:

The course lasts 2-3 hours.

Course Syllabus:

Module 1: Public Relations Basis

• Case Study: The Teamsters Strike on UPS.
• What are Public Relations.
• The Function of Public Relations. 

Module 2: Models and Approaches to Public Relations 

• The Development of Public Relations.
• The Sub Functions of Public Relations.

Module 3: Public Relations as a management Function

• Management Functions and Roles.
• Public Relation Strategy. 
• Public Relations and Business.

Module 4: Public Relations and Organization

• Organizational Factors for Public Relations. 
• Organizational Structure.
• The Systems Theory Approach.
• Stakeholders Management Approach. 

Module 5: Identifying and Prioritizing Stakeholders and Publics

• 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.

Module 6: Public Relations Research - The key to Strategy

• The Importance, Purpose, and Forms of Research.
• Types of Research.

Module 7: RACE - The Public Relations Process 

• Step 1: Formative Research to Analyze the Situation.
• Step 2: Strategic Action Planning.
• Steps 3 & 4: Communication Implementation & Evaluation.

Module 8: Public Relations - Four Main Categories

• Corporate Public Relations.
• Agency Public Relations. 
• Government Relations and Public Affairs.
• Nonprofit, NGO, and Activist Public Relations. 

Module 9: Ethics, Moral Analysis and Leadership

• Ethics in Public Relations. 
• Public Relations: Ethical Conscience Advisor. 
• Conducting Moral Analysis. 
• Case Study: Home Depot's Leadership Crisis. 

Module 10: Best Practices for Excellence in Public Relations

• Effectiveness and Excellence. 
• Case Study: Entergy Responds to Hurricane Katrina.

Learning Outcome:

By the end of the course, you will be able to:

• Define the function of public relations.
• Describe several prominent sub functions in the PR field.
• Discuss strategic thinking in relation to PR.
• Discuss the importance of good PR management skills.
• Discuss the differences between different organizational approaches.
• Discuss different ways of prioritizing stakeholders/publics.

Course Costs:

All Alison courses are free to enroll, study and complete. To successfully complete this Certificate course and become an Alison Graduate, you need to achieve 80% or higher in each course assessment. Once you have completed this Certificate course, you have the option to acquire an official certificate, which is a great way to share your achievements with the world.

Your Alison Certificate is:

• Ideal for sharing with potential – include it in your CV, professional social media profiles and job applications.
• An indication of your commitment to continuously learn, upskill and achieve high results.
• An incentive for you to continue empowering yourself through lifelong learning.

Alison offer 3 types of Certificates for completed Certificate courses:

• Digital Certificate: a downloadable Certificate in PDF format, immediately available to you when you complete your purchase.
• Certificate: a physical version of your officially branded and security – marked Certificate, posted to you with free shipping.
• Framed Certificate: a physical version of your officially branded and security – marked Certificate in a stylish frame, posted to you with free shipping.

About Alison:

An eight million-strong, global online learning community, filled with free, high-quality online education resources to help you develop essential, certified workplace skills.

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