Public Relations Management

What You Will Learn

• 1 Learn the foundational principles of public relations and its evolution from press agentry to strategic communication management.
• 2 Understand the strategic communication planning process using the RACE model and how to set measurable PR objectives aligned with business goals.
• 3 Apply media relations techniques including press release writing, media list building, and pitching stories to journalists and influencers.
• 4 Analyze crisis communication frameworks and develop response strategies for different crisis types and severity levels.
• 5 Implement digital and social media PR tactics including content creation, influencer partnerships, and platform-specific audience engagement.
• 6 Explore corporate reputation management approaches for building brand trust and managing stakeholder perceptions over time.
• 7 Apply stakeholder mapping and community relations strategies to foster mutually beneficial relationships with internal and external groups.
• 8 Understand ethical frameworks and legal compliance requirements including disclosure, copyright, and privacy in public relations practice.
• 9 Develop proficiency in PR measurement and analytics using tools such as media monitoring, sentiment analysis, and ROI calculations.
• 10 Build leadership skills for managing PR teams, agencies, and integrated communication functions within organizations.