Certifying Organizations
Course Description
Public relations personnel are responsible for developing communication strategies to share relevant information about their organizations. They craft messages according to the specific needs and interests of the audience to influence them in beneficial ways. As messages start rolling out, a PR team helps establish and maintain the credibility and trustworthiness of the organization by adhering to ethical principles that guide their actions. Learning the basics of public relations can increase the depth and effectiveness of an organization’s public interactions. This leads to a more positive public opinion and higher chances of the public taking actions that benefit the organization.
In this course, Introduction to Public Relations, you’ll review the basics of public relations, its definition, goals, and uses. You’ll explore the differences among various types of public audiences and how to understand their needs to craft relevant messages that move the audience to action. You’ll come to understand the different ways a public relations team establishes credibility and adheres to ethics guidelines, and why doing both is important.
Learning Objectives
- Understand the Importance of Public Relations
- Assess the Effectiveness of Different Public Relations Messages
- Identify Methods of Establishing Credibility
- Analyze the Role of Ethical Principles in Public Relations
What You'll Learn
- Understand the definition, goals, and uses of public relations and why it matters
- Differentiate among various types of public audiences and identify their needs
- Craft relevant messages that move an audience to action
- Identify methods of establishing credibility for an organization
- Assess the effectiveness of different public relations messages
- Analyze the role of ethical principles in public relations
Key Takeaways
- Public relations personnel develop communication strategies to share relevant information about their organizations and craft messages according to the specific needs and interests of the audience.
- A PR team helps establish and maintain an organization's credibility and trustworthiness by adhering to ethical principles that guide their actions.
- Learning the basics of public relations can increase the depth and effectiveness of an organization's public interactions, leading to more positive public opinion.
- Understanding the differences among public audiences allows a PR team to craft relevant messages that move the audience to action.
- Establishing credibility and adhering to ethics guidelines are both important to effective public relations.
Frequently Asked Questions
What does this course cover?
Introduction to Public Relations reviews the basics of public relations, including its definition, goals, and uses; the differences among various types of public audiences and how to understand their needs to craft relevant messages; and the ways a public relations team establishes credibility and adheres to ethics guidelines.
What will I learn about audiences in this course?
You will explore the differences among various types of public audiences and how to understand their needs to craft relevant messages that move the audience to action.
Does this course address ethics in public relations?
Yes. The course covers how a public relations team adheres to ethical principles, includes a lesson on Ethical Issues, and helps you analyze the role of ethical principles in public relations and why adhering to them is important.
What lessons are included?
The course includes the lessons: What is Public Relations?; Knowing the Public and Crafting a Message; Ethical Issues; Establishing Credibility; and Test Your Knowledge.
Is this course suitable for beginners?
Yes. The course reviews the basics of public relations, making it appropriate for those looking to learn the fundamentals of public relations.
Professional Certifications and Continuing Education Units (CEUs)
Professional Development Credits (PDCs): 0.5
KnowledgeCity is approved by SHRM as a Recertification General Provider to offer SHRM-CP or SHRM-SCP professional development credits (PDCs). By taking the courses approved by SHRM, KnowledgeCity can award SHRM Professional Development Credits (PDCs) for HR knowledge and competency programs related to the SHRM Body of Applied Skills and Knowledge™ (the SHRM BASK™).
