Certifying Organizations
Course Description
Public relations professionals are responsible for developing relationships between their organizations and different publics depending on the unique circumstances. Building and maintaining these relationships with the media and your community is vital for success. It’s also important to build your organization’s reputation through branding. Using public relations strategies to maintain your brand image can increase your organization’s credibility and value. Public relations strategies can also be used to proactively address potential issues. Understanding how to effectively communicate in times of crisis or conflict can help you reduce any negative impacts for your organization.
In this course, Uses of Public Relations, you’ll identify how public relations personnel take actions to effectively achieve organizational goals and maintain positive reputations. You’ll also understand the role of public relations in brand management, and you’ll explore the importance of proactive issues management and crisis communication. You’ll also learn how public relations professionals effectively handle media relations and community relations.
Learning Objectives
- Learn the Importance of Branding
- Explore Issues Management, Crisis Management, and Reputation Management
- Understand the Importance of Gatekeeping and Media Relations
- Evaluate the Role of Community Relations for an Organization
What You'll Learn
- Learn the importance of branding and how to maintain a brand image to increase an organization's credibility and value
- Explore issues management, crisis management, and reputation management to proactively address potential issues
- Understand gatekeeping and media relations to effectively handle relationships with the media
- Evaluate the role of community relations for an organization
- Identify how public relations personnel take actions to achieve organizational goals and maintain positive reputations
- Communicate effectively in times of crisis or conflict to reduce negative impacts for an organization
Key Takeaways
- Public relations professionals develop relationships between their organizations and different publics depending on the unique circumstances.
- Building and maintaining relationships with the media and your community is vital for organizational success.
- Using public relations strategies to maintain a brand image can increase an organization's credibility and value.
- Public relations strategies can be used to proactively address potential issues.
- Understanding how to communicate effectively in times of crisis or conflict can help reduce negative impacts for an organization.
Frequently Asked Questions
What does this course cover?
Uses of Public Relations covers how public relations personnel act to achieve organizational goals and maintain positive reputations, the role of public relations in brand management, proactive issues management and crisis communication, and how PR professionals handle media relations and community relations.
Who is this course for?
This course is for public relations professionals, who are responsible for developing relationships between their organizations and different publics depending on the unique circumstances.
What topics are included in the lessons?
The lessons cover Branding, Issues Management, Crisis Communication, Reputation Management, Gatekeeping, Media Relations, and Community Relations, followed by a Test Your Knowledge section.
What skills will I gain from this course?
You'll learn the importance of branding, explore issues management, crisis management, and reputation management, understand gatekeeping and media relations, and evaluate the role of community relations for an organization.
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™).
