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

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 Strategic Public Relations Planning with these activities:

Review Current Trends in Public Relations

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Reviewing the latest literature on PR can strengthen your understanding of current trends and strategies.

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

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Acquire a copy of the book.
Skim the table of contents and introduction.
Read the chapters on current trends and strategies.
Summarize the key points from your reading.

Follow Online PR Tutorials

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Following online tutorials can supplement your learning and provide practical guidance on specific PR topics.

Browse courses on Public Relations

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Identify online PR tutorials that align with your interests.
Follow the tutorials and complete the exercises.
Apply what you learn to your PR work.

Read "The PR Toolkit" by Tom Watson

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Gain insights from a renowned PR expert to supplement your understanding of the course concepts.

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Read the book.
Summarize the key takeaways.

13 other activities

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Join a study group

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Enhance your understanding by discussing course concepts with peers.

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Find a study group.
Attend study group meetings.

Attend a PR Workshop or Event

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Attending PR workshops and events can expose you to new ideas and best practices.

Browse courses on Public Relations

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Research upcoming PR workshops and events.
Register for an event that aligns with your interests.
Attend the event and take notes.
Follow up with speakers or attendees to connect and learn more.

Join a PR Discussion Group

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Engaging in discussions with peers can provide you with different perspectives and reinforce your understanding of PR concepts.

Browse courses on Public Relations

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Join a PR discussion group on LinkedIn or other platforms.
Participate in discussions and share your insights.
Ask questions and learn from others.

Brainstorm media strategies

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Start developing your media strategies early on to solidify your understanding of audience analysis and messaging.

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Identify your target audience.
Analyze the media landscape.
Develop a creative brief.

Attend a PR industry event

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Connect with professionals in the PR field to expand your knowledge and learn about the latest trends.

Browse courses on Networking

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Find an industry event.
Register for the event.
Attend the event.

Complete PR Case Studies

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Analyzing PR case studies can help you learn from successful campaigns and identify areas for improvement.

Browse courses on Public Relations

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Find PR case studies that are relevant to your interests.
Read the case studies and identify the key elements.
Analyze the case studies and identify the factors that contributed to their success or failure.

Develop a PR Plan for a Local Business

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Creating a PR plan will help you apply the concepts of strategic PR planning to a real-world scenario.

Browse courses on Strategic Planning

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Identify a local business that you are familiar with.
Conduct research on the business and its industry.
Develop a PR plan that includes objectives, strategies, and tactics.
Present your plan to the business owner or manager.

Analyze PR case studies

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Apply your knowledge of strategic PR planning to real-world scenarios.

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Read a case study.
Identify the key elements of the campaign.
Evaluate the campaign's success.

Participate in a PR workshop

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Gain hands-on experience and develop practical skills through a PR workshop.

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Find a workshop.
Register for the workshop.
Attend the workshop.

Set up a PR measurement framework

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Enhance your understanding of PR measurement techniques and apply them to your own work.

Browse courses on Measurement and Evaluation

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Identify your KPIs.
Choose the right metrics.
Set up a tracking system.

Create a PR Campaign for a Nonprofit Organization

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Creating a PR campaign for a nonprofit organization can provide you with hands-on experience and make a positive impact in the community.

Browse courses on Public Relations

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Identify a nonprofit organization that you are passionate about.
Conduct research on the organization and its mission.
Develop a PR campaign that includes objectives, strategies, and tactics.
Implement the campaign and track its progress.
Evaluate the campaign's results and make adjustments as needed.

Develop a sample PR plan

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Put your knowledge into practice by creating a comprehensive PR plan.

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Define your objectives.
Identify your target audience.
Develop your key messages.
Create a timeline.
Set your budget.

Mentor a junior PR professional

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Solidify your understanding by guiding and supporting a junior PR professional.

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Find a mentee.
Meet with your mentee regularly.

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.

See salaries and explore the career path for Corporate Communications Manager

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.

See salaries and explore the career path for Public Relations Specialist

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.

See salaries and explore the career path for Media Relations Manager

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.

See salaries and explore the career path for Communications Consultant

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.

See salaries and explore the career path for Marketing Manager

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.

See salaries and explore the career path for Public Affairs Officer

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.

See salaries and explore the career path for Social Media Manager

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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