# Project Archive: Introduction to Public Relations **URL:** \ **Category:** Introduction to Public Relations\ **Created:** [September 6, 2022, 6:59pm UTC](https://forum.rebus.community/t/project-archive-introduction-to-public-relations/7733 "2022-09-06T18:59:42Z")\ **Posts on this page:** 1\ **Page:** 1
**Author:** ![marie.pelletier](https://sea1.discourse-cdn.com/flex015/user_avatar/forum.rebus.community/marie.pelletier/32/1413_2.png) [@marie.pelletier](https://forum.rebus.community/u/marie.pelletier)\ **Post date:** [September 6, 2022, 6:59pm UTC](https://forum.rebus.community/t/project-archive-introduction-to-public-relations/7733/1 "2022-09-06T18:59:42Z")
This is a snapshot of project information archived on 2 September 2022. Please contact the project team for most recent updates. Introduction to Public Relations Subject: Media, Journalism & Communication Studies Book Language: English Audience: Undergraduate students in public relations courses Book Cover: [https://miro.medium.com/max/1600/1\*K\_nM7d6VIWsJAKEeLJ51oA.jpeg](https://miro.medium.com/max/1600/1*K_nM7d6VIWsJAKEeLJ51oA.jpeg) Created date: November 15, 2019 Updated date: July 21, 2021 Target Release Date: 2020-12-31 License: • I don’t know Needs: • Contributors • Peer Reviewers • Editors Description: Introduction to public relations is a required course for all public relations majors in higher education. The textbook is meant to prepare students for the modern practices of a public relations practitioner. The text will expose students to the principles, evolution, and professional practice of public relations. An emphasis on the history of public relations, the process of public relations, diversity and globalization of public relations, and effective communication strategies. Key learning objectives that should be met with this textbook are: Demonstrate knowledge regarding the role and function of contemporary public relations in today’s society and in the global economy. Demonstrate knowledge of the evolution of public relations throughout history, and the range of careers available in today’s contemporary practice. Demonstrate knowledge of the basic process of public relations – research, planning, communication, evaluation – and how to apply this process to various situations. Demonstrate knowledge regarding the basic theories of communication/persuasion and how to apply them to specific public relations situations. Short Description: Introduction to public relations is a required course for all public relations majors in higher education. The textbook is meant to prepare students for the modern practices of a public relations practitioner. The text will expose students to the principles, evolution, and professional practice of public relations. An emphasis on the history of public relations, the process of public relations, diversity and globalization of public relations, and effective communication strategies. Outline What is Public Relations? a) A definition of public relations b) Global context of public relations c) The challenge of public relations Diversity of Public Relations Work a) Public Relations vs. Journalism b) Public Relations vs. Advertising c) Public Relations vs. Marketing d) Integrated Marketing Communications Careers in Public Relations a) The value of public relations b) Essential career skills c) Value of internships d) Salaries in the field of public relations e) Personal Branding f) Employers i) Agencies ii) Corporations iii) Nonprofits and NGOs iv) Government / Military v) Independent Pracitioner g) Areas of Specialization i) Health ii) Sports and Entertainment iii) Political and public affairs iv) Financial and entrepreneurial v) Consumer vi) International vii) Meetings and Events History of the Profession a) Theories and Communication Models i) Transmission / media-effects theories ii) Audience theories iii) Message theories iv) Public relations – specific theories b) Eras of Public Relations History i) Early Beginnings ii) Era of Press Agentry (1800s) iii) Pioneering Public Relations (1900-1950) iv) Rapid Growth of Public Relations (1950-2000) v) Digital Age and Globalism (2000 – present) The Public Relations Process a) Research i) Research in the RPIE process (1) Primary (2) Secondary (3) Formative (4) Summative ii) Situation Analysis iii) Quantitative Research iv) Qualitative Research v) Ethics in Research b) Planning i) Hierarchy of Outcomes ii) Strategic Planning for Public Relations (1) SMART Objectives iii) Timelines iv) Budgets (c) Implementation i) Channels of Communication (1) Controlled vs. Uncontrolled (2) Owned, Paid, Shared, Earned media (3) Communication in Action d) Evaluation i) Purpose of Evaluation ii) Objectives of Evaluation iii) Evaluation Research Steps iv) Models of Evaluation (1) Advertising Equivalency Model (2) Barcelona Principles (3) PESO Model v) Interpreting and Using Results Writing for Public Relations a) Writing well for public relations i) Writing for business (1) Formal business communication (2) Speechwriting (3) Internal communications ii) Writing for news media (1) Press release (2) Media advisory iii) Writing for digital and social media (1) Mobile first writing (2) Writing for search engine optimization (3) Influencer and advocate engagement iv) Engaging Content (1) Text (2) Images (3) Video (4) Curated Content Legal & Ethical Consideration a) Doing the Right Thing i) Ethics vs. Morals ii) Ethical Standards (1) Code of Ethics (2) Personal Ethics b) Sources of Law i) The First Amendment ii) Corporate Speech iii) Commercial Speech c) Regulating Public Relations i) Lobbying ii) Federal Trade Commission iii) Food and Drug Administration iv) The Securities and Exchange Commission v) Other Federal Regulations (1) Freedom of Information Act d) Damaging Another’s Reputation i) Defamation ii) Libel iii) Consent iv) Privacy Issues and Crises a) Issue vs. Crisis b) Proactive Issues Management c) Crisis Response Strategies d) Social Media and Crisis Global Public Relations a) Public relations and culture b) International public relations c) Public diplomacy Participants • @allisonbrown • @w.j.palmer • @robincookbondy