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Introduction to Public Relations

Microsoft

Are you eager to launch a dynamic career in Public Relations or Communications? This course is the ideal starting point for aspiring PR professionals seeking entry-level positions. This introductory course provides an overview of PR, equipping you with the essential skills and knowledge needed to succeed in the industry.

In this course you will:

• Define Public Relations, its role, and importance across various organizations

• Identify crucial elements of strategic PR planning

• Describe the key components of a successful PR strategy

• Outline the process for creating a simple PR plan

• Explain core media relations principles

• Define Generative AI and its potential impact on PR

• Explore basic strategies for using Generative AI tools in PR tasks

By the end of this course, you will have a thorough understanding of Public Relations, strategic planning, media relations, and the innovative use of AI in PR.

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What's inside

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.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Defines the role and importance of PR across different organizations, which is standard in the industry

Covers PR strategy planning, which is core for PR professionals and aspiring practitioners

Discusses media relations principles, which is essential for building strong relationships with relevant media outlets

Explores the use of Generative AI in PR, which is a trending topic in the field

Provides an overview of PR, which is helpful for beginners or those seeking a refresher

Taught by Microsoft, who are recognized for their work in the tech industry

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Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Introduction to Public Relations with these activities:

Review concepts of public relations (PR)

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Review foundational PR concepts to refresh your understanding and prepare for the course.

Browse courses on Public Relations

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Read existing PR materials
Attend a PR industry event
Network with PR professionals

Read 'Public Relations: Theory and Practice' by Pearson

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Supplement your learning with a comprehensive textbook that provides a thorough foundation in PR principles and practices.

View Public Relations: Strategies and Tactics (11th... on Amazon

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Read assigned chapters
Take notes and highlight key concepts
Complete end-of-chapter exercises

Write a press release

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Refine your PR writing skills by drafting a comprehensive and compelling press release.

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Determine the newsworthy angle
Write a concise and informative headline
Provide supporting quotes and data
Proofread and edit carefully

Three other activities

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Explore case studies of successful PR campaigns

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Gain insights from real-world examples of effective PR strategies and tactics.

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Identify industry-specific case studies
Analyze the objectives, strategies, and outcomes
Extract key learnings and best practices

Share your PR knowledge with peers

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Reinforce your understanding by mentoring others and answering their PR-related questions.

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Identify opportunities to mentor
Prepare and organize your knowledge
Provide guidance and support

Develop a PR strategy for a hypothetical organization

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Apply your understanding of PR concepts by creating a comprehensive strategy for a real-life scenario.

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Define the organization's goals and objectives
Conduct audience research and analysis
Develop key messaging and communication channels
Outline a measurement and evaluation plan

Career center

Learners who complete Introduction to Public Relations will develop knowledge and skills that may be useful to these careers:

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Effort

5 weeks of study, 5-6 hours/week

Level

Introductory

Via

Coursera

Institution

Microsoft

Instructor

Microsoft

Session

August 5, 2024 - September 16, 2024

Language

English

Good to know

Defines the role and importance of PR across different organizations, which is standard in the industry

Covers PR strategy planning, which is core for PR professionals and aspiring practitioners

Discusses media relations principles, which is essential for building strong relationships with relevant media outlets

Explores the use of Generative AI in PR, which is a trending topic in the field

Provides an overview of PR, which is helpful for beginners or those seeking a refresher

Taught by Microsoft, who are recognized for their work in the tech industry

Share and help others discover this course

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