Introduction to Public Relations

Course Level 3: Advanced

Estimated Study Time: 2-3 hours

The course will guide you in a step-by-step manner through the foundation of theory, practices and real-life applications in modern public relations. The course begins by walking you through a public relations case study, designed to get you thinking about the role of PR and the real life applications of the field. You will then look at the field of public relations in broader terms, in order to determine the definition of ‘public relations’ or ‘PR’. The function of public relations in the modern world will also be explored.

You will also look at the historical origins of public relations in the United States, and the resulting PR models which emerged. These include Grunig & Hunt’s “4 Models” of public relation practice; the Press Agentry Model, the Public Information Model, the Symmetrical and Asymmetrical Models. You will see how these models apply to modern PR, and how the PR function has split into several sub functions over the years; such as the corporate and agency sub functions. You will discuss strategic PR and its role in the modern business world. You will learn more about the role of PR managers within organizations; such as their roles in company strategy, and their advisory roles.

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Course Content