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.
Strategic Public Relations Planning
Gain insight into a topic and learn the fundamentals.
Beginner level
Recommended experience
7 hours to complete
3 weeks at 2 hours a week
Flexible schedule
Learn at your own pace
What you'll learn
Analyze and assess complex PR situations.
Develop strategic PR solutions that align with corporate communication objectives.
Create comprehensive PR plans that incorporate ethical considerations, media relations tactics, and crisis management strategies.
Evaluate the effectiveness of PR campaigns using advanced metrics and modify strategies based on data-driven insights.
Skills you'll gain
Details to know
Shareable certificate
Add to your LinkedIn profile
Assessments
4 assignments
Taught in English
See how employees at top companies are mastering in-demand skills
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV
Share it on social media and in your performance review
There are 4 modules in this course
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.
What's included
10 videos4 readings1 assignment2 discussion prompts
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.
What's included
10 videos3 readings1 assignment2 discussion prompts
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.
What's included
10 videos3 readings1 assignment2 discussion prompts
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.
What's included
11 videos3 readings1 assignment2 discussion prompts
Instructor
Offered by
Recommended if you're interested in Leadership and Management
Microsoft
University of Colorado Boulder
Microsoft
University of Colorado Boulder
Why people choose Coursera for their career
Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."
New to Leadership and Management? Start here.
Open new doors with Coursera Plus
Unlimited access to 10,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 3,400 global companies that choose Coursera for Business
Upskill your employees to excel in the digital economy
Frequently asked questions
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
You will be eligible for a full refund until two weeks after your payment date, or (for courses that have just launched) until two weeks after the first session of the course begins, whichever is later. You cannot receive a refund once you’ve earned a Course Certificate, even if you complete the course within the two-week refund period. See our full refund policy.