Certifying Organizations
Course Description
A well-developed public relations strategy is crucial for helping an organization garner trust from the public and develop a favorable reputation. Equipped with clear objectives and data-based information on their target audience, a public relations team becomes ready to engage with the public. With guidance from the RPIE (Research, Planning, Implementation, and Evaluation) process, you can build a solid foundation to grow your organization. Following the steps of the RPIE method can help clarify the sometimes-overwhelming task of developing a public relations strategy and can help ensure the success of your organization.
In this Public Relations Strategy and Process course, you’ll explore the components of a public relations strategy and how they work together to define the communication discourse between an organization and its public. After learning the various pros and cons of traditional and digital media, you’ll understand how to develop a successful PR strategy using both. You’ll also discover the four steps of the long-established RPIE process for developing an effective public relations campaign.
Learning Objectives
- Understand the Importance of Developing a Strategy
- Identify Characteristics of Traditional and Digital Media
- Explore the Steps of the Public Relations Process
What You'll Learn
- Understand why developing a public relations strategy is important for building trust and a favorable reputation
- Identify the characteristics, pros, and cons of traditional and digital media
- Develop a successful PR strategy that uses both traditional and digital media
- Explore the four steps of the RPIE (Research, Planning, Implementation, and Evaluation) public relations process
- Examine the components of a public relations strategy and how they define communication between an organization and its public
Key Takeaways
- A well-developed public relations strategy helps an organization gain public trust and build a favorable reputation.
- Clear objectives and data-based information on the target audience prepare a PR team to engage with the public.
- Both traditional and digital media have pros and cons, and an effective PR strategy can use both.
- The RPIE process consists of four steps: Research, Planning, Implementation, and Evaluation.
- Following the RPIE method clarifies the task of developing a PR strategy and supports an organization's success.
Frequently Asked Questions
What does this course cover?
This course explores the components of a public relations strategy and how they define the communication between an organization and its public, the pros and cons of traditional and digital media, and the four steps of the RPIE (Research, Planning, Implementation, and Evaluation) process for developing an effective PR campaign.
What is the RPIE process taught in this course?
RPIE stands for Research, Planning, Implementation, and Evaluation. It is a long-established four-step process for developing an effective public relations campaign, and following it can help clarify the task of developing a PR strategy.
Will I learn about both traditional and digital media?
Yes. The course covers the characteristics, pros, and cons of both traditional and digital media and how to develop a successful PR strategy using both.
What lessons are included in this course?
The lessons are: Developing a Public Relations Strategy; Public Relations and Traditional Media; Public Relations and Digital Media; The Four-Step Public Relations Process; and Test Your Knowledge.
Professional Certifications and Continuing Education Units (CEUs)
Professional Development Credits (PDCs): 0.25
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™).
