Introduction to Public Relations

Microsoft via Coursera

Go to Course: https://www.coursera.org/learn/introduction-to-public-relations

Introduction

Describe public relations and it's role and importance across various organization types

Identify and evaluate essential components of public relations campaign strategy

Explain core media relations principles including how to craft a media pitch

Syllabus

Introduction to Public Relations

This module introduces the foundational components of public relations including strategic planning and execution of PR campaigns. You learn the role of PR in the non-profit and for-profit sectors, as well as government agencies. You also discover the importance of building and maintaining media relationships.

Basics of PR Strategy

In this module, you explore the key elements of creating a PR strategy, including research, setting objectives, and audience analysis. You discover why a deep understanding of your audience is essential for crafting compelling messages and selecting the most effective distribution channels. Additionally, you learn how to identify the basic metrics for evaluating how successful your PR campaign was.

Basics of Media Relations

You learn the definition of media relations and its critical role in achieving PR objectives. You explore how to identify media segments that align with your organization's goals, delve into the art of crafting media pitches, and learn strategies for maintaining long-term media relationships through effective follow-ups.

Introduction to Generative AI in PR

In the fourth module, you explore generative AI and its use in public relations. You discover best practices and ethical implications when leveraging these tools for PR content creation, understand how AI tailors content to different audiences, and examine predicted future trends of AI in PR.

Developing a Basic PR Strategy

In the final module, you will apply the concepts, strategies, and skills you have learned by developing the basic components of a PR campaign in a cumulative capstone project.