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Principles of Public Relations

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Principles of Public Relations

This course is part of Introduction to Public Relations and the Media Specialization

Instructor: Erin Willis

24,921 already enrolled

Included with

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5 modules

Gain insight into a topic and learn the fundamentals.

662 reviews

Beginner level

Recommended experience

Flexible schedule

6 hours to complete

Learn at your own pace

98%

Most learners liked this course

5 modules

Gain insight into a topic and learn the fundamentals.

662 reviews

Beginner level

Recommended experience

Flexible schedule

6 hours to complete

Learn at your own pace

98%

Most learners liked this course

What you'll learn

Define and describe the practice of public relations and how it differs from related fields like advertising and marketing.
Understand how mass media works and how news is produced, and where public relations fits into the process.
Identify target audiences and the objectives for persuasive communication.
Create public relations tools for practice, and understand how to implement them into daily use.

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

4 assignments¹

AI Graded see disclaimer

Taught in English

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Build your subject-matter expertise

This course is part of the Introduction to Public Relations and the Media Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 5 modules in this course

In this course, learners are exposed to an overview of public relations principles and theories relevant to practice. You will explore the field, including the origin and trends affecting the future of the industry as well as how to land a job in public relations. This course provides a broad overview of working in public relations and how different tenets of persuasion are used in practice. The course also addresses ethical implications of public relations.

Module details

In this module, you will learn the meaning of public relations and understand how different brands use strategic communication to reach target audiences with key messages that advance an organization’s goals.

What's included

5 videos3 readings1 assignment

5 videosTotal 43 minutes

Specialization Introduction1 minute
Introduction to Week 11 minute
Brief History and Development of the Field of Public Relations18 minutes
Public Relations Society of America12 minutes
Scholars’ Point-of-View11 minutes

3 readingsTotal 21 minutes

Course Updates and Accessibility Support1 minute
What is Public Relations?10 minutes
The Role of the PRSA10 minutes

1 assignmentTotal 30 minutes

What is public relations?30 minutes

In this module, you will learn about the four-step public relations process that informs public relations planning with both qualitative and quantitative research and shifts the public relations function from tactical to strategic.

What's included

4 videos1 reading1 assignment

In this module, you will learn about Corporate Social Responsibility (CSR), a form of self-regulation that contributes to societal goals by engaging in volunteering or ethically-oriented business practices.

What's included

4 videos1 reading1 assignment

In this module, you will learn about the different types of jobs available in the field and the different skill sets needed for working in public relations.

What's included

5 videos1 assignment

In this module, you will learn about the ethical principles applied in public relations practice and will be challenged by different real-life scenarios.

What's included

3 videos1 discussion prompt

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Instructor ratings

(217 ratings)

Erin Willis

University of Colorado Boulder

6 Courses33,184 learners

Offered by

University of Colorado Boulder

Learner reviews

5 stars
79.30%
4 stars
14.04%
3 stars
4.68%
2 stars
0.75%
1 star
1.20%

Showing 3 of 662

Reviewed on Oct 28, 2023

The instructor was efficient is delivering all the modules in this course. I gained a lot of theoretical and practical knowledge in the field of Public Relations. Excellent content. Thank you Erin!

Reviewed on Mar 26, 2025

A totally great course, the professor is genuinely interested on the field and makes good examples on her explanations.

Reviewed on Jun 28, 2023

Really great introduction to Public Relations. Covered all of the basic concepts, and perfect for someone with little to no knowledge of PR. Really well taught too.

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