Public Relations

Editorial Team

Welcome to the Public Relations course at New World University.

This course will introduce you to the concepts of strategic public relations. While not compulsory, it is recommended that you complete our Management and Introduction to Business courses first, as it is assumed that you have some general knowledge of management and business terminology, and this course will apply that to the discipline of public relations. This course is based in current research and scholarly knowledge of the public relations discipline as well as years of experience in professional public relations practice.

This course relies with our gratitude on the first edition of Mastering Public Relations edited by our friends at the Saylor Academy, and as such its long form readings are released under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License.

Course Information

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Course Instructors

Editorial Team Editorial Team Author

This account is for the editorial team at New World University.

Kola Bakare Kola Bakare Author

The Importance of Public Relations: UPS Case

The Importance of Public Relations: UPS Case
A Conflict Unfolds
What Can Be Learned From the UPS Case?

What Is Public Relations?

What Is Public Relations?
Defining Public Relations
The Function of Public Relations
Naming the Public Relations Function
What Is PR Summary

Models and Approaches to Public Relations

Models and Approaches to Public Relations
The Historical Development of Modern Public Relations
The Subfunctions of Public Relations
Models and Approaches to PR Summary

Public Relations as a Management Function

Functions of Management
Public Relations Roles
The C-Suite
PR as a Management Function Summary

Organizational Factors for Excellent Public Relations

Organizational Factors for Excellent Public Relations
Value of Public Relations
PR and Organizational Culture
PR and Organizational Structure
Organizational Factors for Excellent PR Summary

Public Relations and Organizational Effectiveness

Public Relations and Organizational Effectiveness
Goal Attainment Approach
Systems Theory Approach
Stakeholder Management Approach
PR and Organizational Effectiveness Summary

Identifying and Prioritizing Stakeholders and Publics

Stakeholder Management and Prioritizing Publics
The Situational Theory of Publics Predicts Active or Passive Behavior
A Contingency Approach to Public Relations Strategy
Case: Building a Corporate Headquarters in a Prestigious Neighborhood
Identifying and Prioritizing Stakeholders and Publics Summary

Public Relations Research: The Key to Strategy

Importance of Research in Public Relations Management
Purpose and Forms of PR Research
Types of PR Research
Public Relations Research Summary

The Public Relations Process—RACE

The Public Relations Process
Constructing the Strategic Plan for a Public Relations Campaign
The Public Relations Process Summary

The Practice of Public Relations

The Practice of Public Relations
Corporate Public Relations
Responsibilities and Focus of the Chief Communications Officer
Agency Public Relations
Government Relations and Public Affairs
Issues Management and Public Policy
Nonprofit, NGO, and Activist Public Relations
Activism Case: No Place for Gaddafi to Pitch His Tent
The Practice of PR Summary

Ethics, Leadership and Counseling, and Moral Analyses

Ethics in Public Relations
Conducting Moral Analyses
Case: Home Depot’s Leadership Crisis
Ethics in PR Summary

Best Practices for Excellence in Public Relations

Effectiveness and Excellence
Best Practices Case: Entergy Responds to Hurricane Katrina
Best Practices for Excellence in Public Relations Summary

Additional Public Relations Resources

Additional Public Relations Resources