Strategic Public Relations Planning from Coursera

In the realm of modern public relations, practitioners face evolving challenges due to shifting media dynamics, new tools, and emerging opportunities. This course provides a comprehensive exploration of strategic PR planning within corporate communication, covering foundational concepts, measurement analysis, ethics, and execution. Real-world examples offer context and insights to reinforce key concepts.

Participants gain a nuanced understanding of the pivotal role of strategic PR planning in corporate communication. They develop skills to craft compelling PR initiatives rooted in robust strategic frameworks. Integration of technologies like GenAI enhances operational efficiency and data-driven insights.

Measuring PR effectiveness using appropriate metrics is a key takeaway. Participants learn to evaluate campaign impact and optimize strategies. Essential skills for stakeholder engagement, teamwork, and adapting to the evolving PR landscape are emphasized.

Case studies, from successful campaigns like Dove's #selfietalk to cautionary tales like BP's crisis management failure, offer valuable insights. Tailored to a beginner to intermediate level audience, this 4-hour course is for PR professionals, corporate communication managers, marketers, and business leaders aiming to master strategic PR planning and execution.

What's inside

Syllabus

Introduction and PR Fundamentals

Introduction and PR Fundamentals provides an overview of the foundational concepts of Public Relations (PR), covering its definition, importance, evolution in the digital age, strategic planning process, key stakeholders, current trends, and setting PR goals.

Audience Analysis and Messaging

Module 2 focuses on understanding target audiences, crafting tailored messages, and employing effective PR tactics and channels. It delves into audience segmentation, persona development, persuasive messaging, brand voice consistency, and channel selection, emphasizing the synthesis of these elements for impactful communication strategies.

Execution and Evaluation

Execution and Evaluation focuses on the practical implementation and assessment of public relations (PR) campaigns. It covers key aspects such as budgeting, resource allocation, monitoring, measuring, ethics, and crisis management.

Developing and Implementing a PR Plan

Module 4 delves into the strategic planning process of Public Relations (PR), focusing on integrating various elements into a cohesive plan, implementing strategies effectively, and fostering a mindset of continuous learning and adaptability in the dynamic PR landscape.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Develops strategic PR plans with frameworks and insights

Bolsters critical skills in audience analysis, messaging, and stakeholder engagement

Introduces best practices for ethics and crisis management

Integrates new technologies like GenAI to boost efficiency and gather data-driven insights

Emphasizes adaptability to a continuously evolving PR landscape

Provides real-world case studies for context and reinforcement

Career center

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

Public relations manager

Public relations (PR) managers are responsible for the communication between a company and the public. They create and execute PR campaigns, which can include writing press releases, organizing events, and managing social media accounts. This course provides a comprehensive overview of strategic public relations planning, which is essential for success in a PR management role.

See salaries and explore the career path for Public relations manager

Corporate Communications Manager

Corporate communications managers are responsible for communicating a company's message to its employees, customers, and the general public. They develop and implement communication strategies, which may include writing speeches, managing media relations, and creating company publications.

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Public Relations Specialist

Public relations specialists are responsible for supporting public relations managers in the development and execution of PR campaigns. They may write press releases, organize events, and manage social media accounts.

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Media Relations Manager

Media relations managers are responsible for managing relationships with the media. They may write press releases, pitch stories to reporters, and arrange interviews.

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Communications Consultant

Communications consultants provide communication advice to businesses and organizations. They may help clients develop communication strategies, write press releases, and manage media relations.

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Marketing Manager

Marketing managers are responsible for developing and executing marketing campaigns. They research target markets, develop marketing strategies, and create marketing materials. This course provides a foundation in strategic planning, which is essential for success in a marketing management role.

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Public Affairs Officer

Public affairs officers are responsible for managing relationships with government officials and the public. They may write speeches, organize events, and manage social media accounts.

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Political Consultant

Political consultants provide advice to political candidates and campaigns. They may develop campaign strategies, write speeches, and manage media relations.

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Social Media Manager

Social media managers are responsible for managing a company's social media presence. They create and post content, engage with followers, and track results. This course provides a foundation in strategic planning, which is essential for success in a social media management role. Additionally, the course covers topics such as audience analysis and messaging, which are specifically relevant to social media.

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Speechwriter

Speechwriters are responsible for writing speeches for public figures. They may work for politicians, CEOs, or other leaders.

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Event Planner

Event planners are responsible for planning and executing events. They may work for a variety of organizations, including corporations, non-profits, and government agencies.

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Lobbyist

Lobbyists are responsible for influencing government policy on behalf of their clients. They may meet with legislators, testify before committees, and write letters to the editor.

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Content Writer

Content writers are responsible for creating written content for a variety of purposes, such as websites, blog posts, and social media posts.

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Nonprofit Executive Director

Nonprofit executive directors are responsible for the overall management of nonprofit organizations. They may develop strategic plans, manage finances, and oversee staff.

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Teacher

Teachers are responsible for teaching students in a variety of subjects. They may work in public schools, private schools, or colleges and universities.

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Strategic Public Relations Planning

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