Stakeholder Relations and Reporting

This course is part of Microsoft Public Relations and Communications Associate Professional Certificate

Instructor: Microsoft

Included with Coursera Plus

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4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

22 hours to complete

3 weeks at 7 hours a week

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

22 hours to complete

3 weeks at 7 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Conduct a stakeholder analysis to identify key stakeholders and their potential impact and influence in various PR scenarios
Analyze key metrics to assemble basic reports that summarize PR campaign results
Develop a strategic plan for communication with community and government stakeholders that integrates their specific concerns
Implement strategies for stakeholder engagement and the integration of their feedback through a PR campaign

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

Build your Business Strategy expertise

This course is part of the Microsoft Public Relations and Communications Associate Professional Certificate

When you enroll in this course, you'll also be enrolled in this Professional Certificate.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate from Microsoft

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV

Share it on social media and in your performance review

There are 4 modules in this course

This course will equip you with the essential skills to manage stakeholder relationships and effectively report on PR campaign outcomes.

In this course, you will: • Identify key stakeholders relevant to different PR scenarios, assess their potential impact and influence on PR activities, and prioritize stakeholder engagement based on these factors. • Identify and use key metrics for evaluating the effectiveness of PR campaigns, demonstrating the ability to assemble comprehensive reports that summarize PR campaign results. • Develop a strategic plan for clear and effective communication with community and government stakeholders during a PR campaign, integrating their diverse concerns and engagement needs into the overall communication strategy. • Conduct a comprehensive stakeholder analysis to identify and characterize different stakeholder groups involved in a PR campaign, developing and implementing strategies for engagement and constructive feedback processing throughout the campaign. By the end of this course, you will be proficient in identifying and engaging key stakeholders, evaluating PR campaign effectiveness, and developing strategic communication plans.

This module introduces the fundamentals of stakeholder management in Public Relations, focusing on identifying and prioritizing key stakeholders. It covers the influence of internal and external stakeholders on PR strategies and explores tools for assessing their impact. Additionally, it integrates stakeholder management into PR campaigns, emphasizing stakeholder-centric strategies and adaptation to real-time engagement.

What's included

17 videos5 readings9 assignments

17 videosTotal 75 minutes

Microsoft Communications and Public Relations Associate Professional Certificate Introduction3 minutesPreview module
Course Introduction: Stakeholder Management and Reporting1 minute
Instructor Introduction1 minute
Introduction to Understanding Stakeholders in PR1 minute
Stakeholder Landscape in Public Relations3 minutes
Internal vs. External Stakeholders in PR7 minutes
Practical Application: Stakeholder Categorization3 minutes
Stakeholder Interest, Influence, and Impact in PR8 minutes
Assessing Stakeholder Impact in PR8 minutes
Practical Application: Analyzing Stakeholder Impact4 minutes
Strategies for Engaging Key Stakeholders5 minutes
Aligning Stakeholder Engagement to PR Goals4 minutes
Practical Application: Creating a Stakeholder Engagement Strategy3 minutes
Models of Feedback Collection6 minutes
Integrating Feedback into PR Campaigns5 minutes
Practical Application: Integrating Stakeholder Feedback into a Campaign4 minutes
Conclusion: Introduction to Stakeholder Management1 minute

5 readingsTotal 25 minutes

Course Syllabus5 minutes
Understanding Stakeholders in PR5 minutes
Assessing Stakeholder Impact and Influence5 minutes
Summary of Stakeholder Engagement Principles and Strategies5 minutes
Key Strategies for Stakeholder Integration in PR5 minutes

9 assignmentsTotal 270 minutes

Activity: Stakeholder Categorization30 minutes
Practice Quiz: Understanding Stakeholders in PR25 minutes
Activity: Stakeholder Analysis30 minutes
Practice Quiz: Assessing Stakeholder Impact and Influence25 minutes
Activity: Crafting a Stakeholder Engagement Strategy30 minutes
Practice Quiz: Prioritizing Stakeholder Engagement25 minutes
Activity: Integrating Stakeholder Feedback into a PR Campaign30 minutes
Practice Quiz: Integrating Stakeholder Management into PR25 minutes
Graded Quiz: Introduction to Stakeholder Management50 minutes

This module covers the basics of PR reporting, focusing on assembling comprehensive reports that summarize campaign results. It explores key metrics for assessing PR effectiveness, distinguishing between quantitative and qualitative metrics, and the tools for tracking them. The module also addresses structuring PR reports, using data visualization, and tailoring reports to meet the specific needs of different audiences, including external stakeholders, management, and internal teams.

What's included

19 videos5 readings8 assignments

19 videosTotal 95 minutes

Introduction: Basics of PR Reporting1 minutePreview module
The Role and Purpose of PR Reporting4 minutes
Building Blocks of PR Reporting2 minutes
Tailoring PR Reports to Different Audiences3 minutes
Understanding PR Metrics5 minutes
Quantitative vs. Qualitative Metrics in PR4 minutes
Tools for Tracking PR Metrics3 minutes
Practical Application: Implementing PR Metrics4 minutes
Structure of a PR Report8 minutes
Data Visualization for PR Reports5 minutes
Writing for PR Reports7 minutes
Presentation Techniques for PR Reports7 minutes
Practical Application: Assembling a PR Report4 minutes
Audience Analysis for PR Reporting5 minutes
PR Reports for External Stakeholders7 minutes
PR Reports for Management9 minutes
Reporting Within Teams5 minutes
Practical Application: Tailoring Reports to Diverse Audiences3 minutes
Conclusion: Basics of PR Reporting1 minute

5 readingsTotal 40 minutes

Overview of PR Reporting Essentials5 minutes
Quick Guide to Calculating Key PR Metrics5 minutes
Key Metrics for Assessing PR Effectiveness10 minutes
Key Takeaways on Assembling PR Report10 minutes
Key Points in Tailoring PR Reports for Different Audience10 minutes

8 assignmentsTotal 240 minutes

Practice Quiz: Fundamentals of PR Reporting25 minutes
Activity: Selecting PR Metrics30 minutes
Practice Quiz: Understanding and Applying PR Metrics25 minutes
Activity: Developing a PR Report30 minutes
Practice Quiz: Assembling PR Campaign Reports25 minutes
Activity: Tailoring a PR Report to Multiple Audiences30 minutes
Practice Quiz: Tailoring Reports for Different Audiences25 minutes
Graded Quiz: Basics of PR Reporting50 minutes

This module covers the essentials of community and government relations in PR, focusing on strategic communication with key stakeholders. It includes developing communication strategies for community engagement and government relations, building relationships with officials, and integrating stakeholder feedback into PR campaigns. Additionally, it emphasizes balancing diverse interests and adjusting communication strategies accordingly.

What's included

17 videos4 readings9 assignments

17 videosTotal 83 minutes

Introduction: Community and Government Relations in PR1 minutePreview module
Community and Government Relations in PR4 minutes
Role of Public Relations in Public Affairs5 minutes
Engaging with Community and Government Stakeholders6 minutes
Practical Application: Applying Principles of Engagement3 minutes
Identifying Community Stakeholder Needs5 minutes
Messaging for Community Stakeholders4 minutes
Practical Application: Developing a Community Engagement Strategy4 minutes
Identify Government Stakeholder Needs6 minutes
Messaging for Government Stakeholders7 minutes
Building Relationships with Government Officials and Policymakers5 minutes
Practical Application: Developing a Government Relations Strategy4 minutes
Balancing Community and Government Interests in PR Campaigns6 minutes
Integrating Community and Government Feedback into PR Strategies8 minutes
Evaluating and Adjusting Communication Strategies4 minutes
Practical Application: Community and Government Concerns in a Campaign3 minutes
Conclusion: Community and Government Relations in PR1 minute

4 readingsTotal 20 minutes

Key Concepts in Community and Government Relations5 minutes
Summarizing Community Engagement Strategies5 minutes
Summarizing Strategic Planning for Government Relations5 minutes
Integrating Community and Government Concerns into PR Campaigns5 minutes

9 assignmentsTotal 270 minutes

Activity: Identify a PR Campaign30 minutes
Practice Quiz: Foundations of Community and Government Relations25 minutes
Activity: Crafting Messages for Specific Community Stakeholders30 minutes
Practice Quiz: Developing Communication Strategies for Community Engagement25 minutes
Activity: Crafting Messages for Government Stakeholders30 minutes
Practice Quiz: Strategic Planning for Government Relations25 minutes
Activity: Engaging with Community and Government Stakeholders30 minutes
Practice Quiz: Integrating Community and Government Concerns into PR Campaigns25 minutes
Graded Quiz: Community and Government Relations in PR50 minutes

In the final module, you will apply the concepts, strategies, and skills you have learned by developing a stakeholder relations and reporting strategy. Then, the module introduces job preparation using AI, including creating resumes and cover letters and interview preparation. It also focuses on identifying and engaging stakeholder groups in a simulated PR campaign and formulating engagement strategies.

What's included

5 videos5 readings3 assignments1 peer review

5 videosTotal 15 minutes

Introduction to Project: Developing a PR strategy1 minutePreview module
Using AI to Create a Resume3 minutes
Using AI to Write Cover Letters4 minutes
Interview Preparedness3 minutes
Conclusion: Stakeholder Analysis & Management1 minute

5 readingsTotal 45 minutes

Walkthrough: Develop a Basic PR Strategy10 minutes
Introduction to Job Preparation with AI5 minutes
Resume Examples10 minutes
Example Cover Letters10 minutes
Sample Interview Questions10 minutes

3 assignmentsTotal 90 minutes

Create a Resume with AI30 minutes
Activity: Create a Cover Letter with AI30 minutes
Practice Interviewing with AI30 minutes

1 peer reviewTotal 90 minutes

Project: Develop a Stakeholder Relations and Reporting Strategy90 minutes

Instructor

Microsoft

196 Courses1,099,704 learners

Offered by

Microsoft

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Stakeholder Relations and Reporting

What you'll learn

Skills you'll gain

Details to know

See how employees at top companies are mastering in-demand skills

Build your Business Strategy expertise

Earn a career certificate

There are 4 modules in this course

Introduction to Stakeholder Management

What's included

Basics of PR Reporting

What's included

Community & Government Relations in PR

What's included

Project: Stakeholder Analysis and Reporting

What's included

Instructor

Offered by

Recommended if you're interested in Business Strategy

Leading the Circular and Sustainable Business

Leadership in Action and Planning

Corporate Sustainability. Understanding and Seizing the Strategic Opportunity

Fundamentals of Marketing Strategy

Why people choose Coursera for their career

New to Business Strategy? Start here.

Open new doors with Coursera Plus

Advance your career with an online degree

Join over 3,400 global companies that choose Coursera for Business

Frequently asked questions

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