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    COURSE INTRODUCTION
    Course Syllabus
    Unit 1: Public Relations Fundamentals
    Unit 1 Learning Objectives
    1.1: Foundation of PR
    History of Public Relation
    What Is Public Relations?
    The Importance of Public Relations
    1.2: Public Relations in Business
    PR Models and Approaches
    Public Relations as a Management Function
    PR and Organizational Effectiveness
    Organizational Factors for Excellent Public Relations
    1.3: Public Relations Strategy
    PR Research: Key to Strategy
    Quantitative PR Research
    PR Terminology
    Unit 1 Assessment
    Unit 1 Assessment
    Unit 2: Stakeholder Identification and Prioritization
    Unit 2 Learning Objectives
    2.1: Identifying Stakeholders and Target Audiences
    Identifying Stakeholders and Publics
    Public Relations Practices
    Social Marketing
    2.2: Developing Strategic Messages
    Strategic Messaging
    Your Audience, Your Content
    Unit 2 Assessment
    Unit 2 Assessment
    Unit 3: Writing for Public Relations
    Unit 3 Learning Objectives
    3.1: Crafting the Message
    PR Gatekeepers
    Cornerstones of Communication
    The Discovery Process
    Press Release Tips
    Writing a Corporate Video Script
    Visual Messaging
    3.2: Managing the Message
    Pitch Your Story Idea
    The POEM Framework
    Owned Media Platform Guide
    Unit 3 Assessment
    Unit 3 Assessment
    Unit 4: Social Media and Public Relations
    Unit 4 Learning Objectives
    4.1: The Impact of Social Media on Mass Media
    Digital Culture's Impact on PR
    New Kings: The Power of Online Influencers
    New Technology in Campaigns
    Press Conferences: Evolution or Demise?
    Marketing Success Metrics
    4.2: Social Media PR
    Social PR Tips
    Social Media Visibility
    The Internet Celebrity
    Understanding Social Media Influencers
    Unit 4 Assessment
    Unit 4 Assessment
    Unit 5: Ethical PR and Crisis Response
    Unit 5 Learning Objectives
    5.1: Ethical Practices in PR
    The Law and Public Relations
    Ethics, Leadership, and Moral Analysis in PR
    Ethics and Legalities in Public Relations
    5.2: Issues Management
    Overview
    Scanning
    Agenda Setting
    Decision-Making
    Decision Evaluation
    5.3: Crisis Management
    Crisis Communication Overview
    Crisis Types
    Crisis Management Communication
    Strategically Responding to Crisis
    Case Study: Mr. Delicious
    Case Study: Red Cross’ Sandy Relief Effort
    Unit 5 Assessment
    Unit 5 Assessment
    Unit 6: PR Careers and Development
    Unit 6 Learning Objectives
    6.1: Essential Job Skills and Career Opportunities
    PR Occupation
    PR Career Guidance
    PR Career Skills
    6.2: PR Job Search
    Importance of Internships
    LinkedIn vs Indeed
    Unit 6 Assessment
    Unit 6 Assessment
    Study Guide
    COMM411 Study Guide
    Course Feedback Survey
    Course Feedback Survey
    Certificate Final Exam
    COMM411: Certificate Final Exam
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Saylor Academy © 2010-2025 except as otherwise noted. Excluding course final exams, content authored by Saylor Academy is available under a Creative Commons Attribution 3.0 Unported license. Third-party materials are the copyright of their respective owners and shared under various licenses. See detailed licensing information. Saylor Academy®, Saylor.org®, and Harnessing Technology to Make Education Free® are trade names of the Constitution Foundation, a 501(c)(3) organization through which our educational activities are conducted.