COURSE OVERVIEW:

Public relations (PR) is the practice of deliberately managing the spread of information between an individual or an organisation (such as a business, government agency, or a non-profit organisation) and the public. Public relations may include an organisation or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. This differentiates it from advertising as a form of marketing communications.

Public relations is the idea of creating coverage for clients for free, rather than marketing or advertising. But now, advertising is also a part of greater PR Activities. An example of good public relations would be generating an article featuring a client, rather than paying for the client to be advertised next to the article.

The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other stakeholders and ultimately persuade them to maintain a positive or favourable view about the organisation, its leadership, products, or political decisions.

This course defines what public relations is and how it fits into an overall marketing campaign. Also examines PR uses and applications, answering the questions “Who needs PR?” and “How can it benefit me and my company?” and also outlines the basic preparation and execution of a PR Plan. In addition, provides advice for crafting an innovative and creative concept and help you assess whether your plan is a real winner. Then we explore the many reasons to do PR.

LEARNING OUTCOMES:

By the end of this course, you will be able to understand:

• What is meant by Public Relations?
• Who needs PR?
• The real value of PR
• The relationship between PR and the media
• The many components of PR
• What the label public relations typically encompasses?
• What PR is not?
• The four Ps of marketing
• Why pay for advertising while PR is (practically) free?
• The key audiences’ PR can reach
• The changing role of PR in the marketing mix today
• How to assess your situation?
• How to tell when PR is Weak?
• The PR process
• The pre-planning steps in PR
• Why use research to shape the PR process?
• How to define your goals and objectives?
• How to work out the plan details?
• How to put together the PR plan?
• How to budget to get the job done?
• The winning PR concepts: The four essential elements
• How to sharpen ideas to form creative promotions?
• How to assess PR ideas?
• How to control time and chance?
• Why do PR if you’re a little fish in a big pond?
• Why do PR if your product or service is the best — and nobody knows about it?
• Why do PR if management cuts your marketing communications budget?
• Why do PR if management demands tangible results from marketing expenditures?
• Why do PR if traditional marketing isn’t working as well as it used to?
• Why do PR if your competitors get all the good press?
• Why do PR if you need venture capital?
• Why do PR if you are media-genic?
• Why do PR if you really enjoy working with the media?

COURSE DURATION:

The typical duration of this course is approximately 2-3 hours to complete. Your enrolment is Valid for 12 Months. Start anytime and study at your own pace.

COURSE REQUIREMENTS:

You must have access to a computer or any mobile device with Adobe Acrobat Reader (free PDF Viewer) installed, to complete this course.

COURSE DELIVERY:

Purchase and download course content.

ASSESSMENT:

A simple 10-question true or false quiz with Unlimited Submission Attempts.

CERTIFICATION:

Upon course completion, you will receive a customised digital “Certificate of Completion”.