Principles of Public Relations and Communications

Public Relations October 25, 2025
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Introduction

Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. This foundational course introduces the essential principles and practices that underpin effective public relations in today's dynamic media landscape. Participants will explore the historical evolution of PR, understand its role in organizational success, and learn how to apply fundamental communication theories to real-world scenarios. The course covers the complete PR process from research and planning through implementation and evaluation, providing a comprehensive overview of the profession's core competencies and ethical responsibilities.

Objectives

Upon completion, participants will be able to:

  • Define public relations and distinguish it from related fields like marketing and advertising
  • Understand the historical development and evolution of public relations practice
  • Identify key stakeholders and publics for organizational communication
  • Apply basic communication theories to PR scenarios
  • Describe the four-step public relations process (RACE model)
  • Recognize ethical considerations and professional standards in PR
  • Understand the role of PR in organizational management and strategy
  • Identify different types of PR writing and communication channels
  • Explain how PR contributes to organizational reputation management

Target Audience

  • Aspiring PR Professionals
  • Marketing and Communications Assistants
  • Small Business Owners
  • Nonprofit Communication Staff
  • Career Changers Entering PR
  • Students Studying Communications
  • Administrative Staff with PR Responsibilities

Methodology

  • Interactive lectures and presentations
  • Case studies of successful PR campaigns
  • Group discussions on ethical scenarios
  • Writing workshops for press releases
  • Role-playing media interviews
  • Individual research assignments
  • Guest speakers from PR industry

Personal Impact

  • Enhanced communication and writing skills
  • Better understanding of media landscape
  • Improved critical thinking and analysis
  • Increased confidence in professional communication
  • Stronger ethical decision-making capabilities
  • Foundation for PR career development

Organizational Impact

  • More consistent and professional communication
  • Improved media relations and coverage
  • Stronger stakeholder relationships
  • Enhanced organizational reputation
  • Better crisis preparedness
  • More effective use of communication resources

Course Outline

Introduction to Public Relations

PR Fundamentals
  • Defining public relations and its scope
  • Distinguishing PR from marketing, advertising, and propaganda
  • The role and value of PR in organizations
  • Key PR terminology and concepts
  • Myths and misconceptions about public relations
Historical Context
  • Historical evolution of public relations
  • Pioneers and key figures in PR history
  • Major milestones in PR development
  • Global perspectives on PR practice

PR Theory and Process

Communication Theories
  • Basic communication models and theories
  • Two-way symmetrical communication
  • Stakeholder theory and relationship management
  • Diffusion of innovation theory
  • Uses and gratifications theory
The PR Process
  • The RACE model (Research, Action, Communication, Evaluation)
  • Systematic approach to PR planning
  • Situational analysis techniques
  • Objective setting in public relations

Stakeholders and Publics

Identifying Stakeholders
  • Mapping organizational stakeholders
  • Primary, secondary, and intervening publics
  • Internal vs. external stakeholders
  • Power-interest matrix analysis
  • Stakeholder expectation management
Relationship Building
  • Building and maintaining relationships
  • Trust and credibility establishment
  • Community relations principles
  • Media relationship management

PR Channels and Tactics

Traditional Media
  • Working with print, broadcast, and online media
  • Press releases and media advisories
  • Media pitching and relationship building
  • Crisis communication preparedness
Digital and Social Media
  • Social media platforms for PR
  • Content creation and distribution
  • Online reputation management
  • Integrating digital and traditional tactics

PR Writing Fundamentals

Writing Principles
  • Essential PR writing skills
  • Adapting tone and style for different audiences
  • Clarity, conciseness, and impact in PR writing
  • AP style basics for PR professionals
Document Types
  • Press releases and media kits
  • Fact sheets and backgrounders
  • Newsletters and internal communications
  • Speech writing fundamentals

Ethics and Professional Practice

Ethical Foundations
  • PRSA code of ethics and other professional standards
  • Ethical decision-making frameworks
  • Transparency and disclosure requirements
  • Legal considerations in PR
Professional Development
  • Building a career in public relations
  • Continuing education and certification
  • Networking and professional associations
  • Staying current with industry trends

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