Introduction to Public Relations

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

Instructor: Microsoft

What you'll learn

Describe public relations and it's role and importance across various organization types
Identify and evaluate essential components of public relations campaign strategy
Explain core media relations principles including how to craft a media pitch

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Assessments

28 assignments

Taught in English

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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.

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There are 5 modules in this course

Are you eager to launch a dynamic career in Public Relations or Communications? This course is the ideal starting point for aspiring PR professionals seeking entry-level positions. This introductory course provides an overview of PR, equipping you with the essential skills and knowledge needed to succeed in the industry.

In this course you will: • Define Public Relations, its role, and importance across various organizations • Identify crucial elements of strategic PR planning • Describe the key components of a successful PR strategy • Outline the process for creating a simple PR plan • Explain core media relations principles • Define Generative AI and its potential impact on PR • Explore basic strategies for using Generative AI tools in PR tasks By the end of this course, you will have a thorough understanding of Public Relations, strategic planning, media relations, and the innovative use of AI in PR.

This module introduces the foundational components of public relations including strategic planning and execution of PR campaigns. You learn the role of PR in the non-profit and for-profit sectors, as well as government agencies. You also discover the importance of building and maintaining media relationships.

What's included

19 videos7 readings7 assignments

19 videosTotal 72 minutes

Microsoft Communications and Public Relations Associate Professional Certificate Introduction3 minutesPreview module
Course Introduction: Fundamentals of Public Relations2 minutes
Instructor Introduction1 minute
Introduction to Public Relations1 minute
Understanding Public Relations: Key Concepts and Principles3 minutes
Strategic Planning in PR4 minutes
Executing PR Campaigns: From Planning to Impact4 minutes
The Role of Media Relations in PR5 minutes
Overview of PR in Various Sectors4 minutes
PR in the Non-Profit Sector: Building Support and Advocacy4 minutes
PR in the For-Profit Sector: Branding, Reputation, and Market Position3 minutes
Public Relations in Government: Transparency, Publicity, and Public Policy5 minutes
Practical Application: Applying PR Tactics 4 minutes
Introduction to Media Relations in PR3 minutes
Identifying and Understanding Your Media Contacts4 minutes
The Importance of the Pitch6 minutes
Building and Nurturing Media Relationships4 minutes
Practical Application: Media Relations Strategy 4 minutes
Conclusion: Introduction to Public Relations1 minute

7 readingsTotal 60 minutes

Course Syllabus5 minutes
Pretend Companies Introduction5 minutes
Summary of Core Concepts in PR Planning10 minutes
Emerging Trends in PR: Digital Media and Beyond10 minutes
Comparative Analysis of PR Strategies Across Sectors10 minutes
Summarizing Managing Media Relations10 minutes
Ethics in Media Relations10 minutes

7 assignmentsTotal 215 minutes

Graded Quiz: Introduction to Public Relations50 minutes
Activity: Evaluate Components of a PR Strategy30 minutes
Practice Quiz: Concepts, Planning, and Execution in PR25 minutes
Activity: Compare PR Strategies in Different Sectors30 minutes
Practice Quiz: The Role and Importance of PR in Different Organizations25 minutes
Activity: Evaluate a Pitch30 minutes
Practice Quiz: Establishing and Maintaining Productive Media Relationships25 minutes

In this module, you explore the key elements of creating a PR strategy, including research, setting objectives, and audience analysis. You discover why a deep understanding of your audience is essential for crafting compelling messages and selecting the most effective distribution channels. Additionally, you learn how to identify the basic metrics for evaluating how successful your PR campaign was.

What's included

22 videos5 readings8 assignments

22 videosTotal 130 minutes

Introduction: Basics of PR strategy1 minutePreview module
Introduction to PR Strategy8 minutes
The Role of Research in PR5 minutes
Setting Objectives in PR6 minutes
Understanding Your Target Audience6 minutes
Practical Application: Applying PR Strategy Foundations6 minutes
The Art of Crafting PR Messages8 minutes
Digital Tools and Social Media in PR8 minutes
Traditional PR Channels and Their Value5 minutes
Selecting the Right Channel for Your Message6 minutes
Message Consistency and Brand Voice6 minutes
Practical Application: Product Launch5 minutes
Overview of PR Tactics and Tools3 minutes
Integrating Digital and Traditional PR Tactics6 minutes
Cross-Platform Messaging Strategies6 minutes
Practical Application: Launch Campaign 6 minutes
Introduction to PR Metrics and Evaluation6 minutes
Quantitative vs. Qualitative Measurements5 minutes
Tools for Monitoring and Analysis6 minutes
Making Adjustments to PR Strategies5 minutes
Practical Application: Evaluating Product Launch4 minutes
Conclusion: Basics of PR Strategy1 minute

5 readingsTotal 50 minutes

Summarizing PR Strategy Foundations10 minutes
Summarizing Key Concepts in Message Crafting and Medium Selection10 minutes
Summarizing PR Tactics and Tools10 minutes
Summarizing Success Measurement and Strategic Adjustments in PR10 minutes
Advanced Analytics in PR: Beyond Basic Metrics10 minutes

8 assignmentsTotal 235 minutes

Graded Quiz: Basics of PR Strategy50 minutes
Activity: Identify Different Research Types30 minutes
Practice Quiz: Understanding PR Strategy Foundations25 minutes
Activity: Evaluate a Press Release30 minutes
Practice Quiz: Crafting Messages and Choosing Mediums20 minutes
Practice Quiz: Strategy Execution: Tactics and Tools25 minutes
Activity: Identify Appropriate PR Metrics30 minutes
Practice Quiz: Measuring Success and Strategic Adjustments25 minutes

You learn the definition of media relations and its critical role in achieving PR objectives. You explore how to identify media segments that align with your organization's goals, delve into the art of crafting media pitches, and learn strategies for maintaining long-term media relationships through effective follow-ups.

What's included

21 videos5 readings7 assignments

21 videosTotal 111 minutes

Introduction: Basics of Media Relations1 minutePreview module
What is Media Relations?9 minutes
The Role of Media Relations in PR Strategy4 minutes
Principles of Effective Media Relations4 minutes
Practical Application: Developing a Media Relations Plan4 minutes
Identifying Your Media Targets5 minutes
Categorizing Media Outlets Types4 minutes
Media Segmentation Strategy4 minutes
Building and Updating Media Lists8 minutes
Practical Application: Creating a Media List4 minutes
Introduction to Pitching: Understanding What Journalists Want6 minutes
Crafting Your Pitch: Key Components and Tailoring Your Approach7 minutes
Timing and Follow-up: When to Pitch and How to Follow Up4 minutes
Overcoming Common Pitching Challenges: Tips for Success5 minutes
Practical Application: Crafting a Pitch5 minutes
Beyond the Initial Pitch: Nurturing Media Relationships3 minutes
Effective Follow-Up Strategies4 minutes
Handling Media Inquiries with Tact7 minutes
Leveraging Social Media for Relationship Building8 minutes
Practical Application: Relationship Management 4 minutes
Conclusion: Basics of Media Relations1 minute

5 readingsTotal 50 minutes

Summarizing Key Concepts in Media Relations10 minutes
Summarizing Media Lists and Segmentation10 minutes
Summarizing Effective Pitching Techniques10 minutes
Summarizing Relationship Management in Media Relations10 minutes
Best Practices for PR Professionals in Media Engagement10 minutes

7 assignmentsTotal 190 minutes

Graded Quiz: Basics of Media Relations50 minutes
Practice Quiz: Introduction to Media Relations20 minutes
Activity: Develop a Media List30 minutes
Practice Quiz: Building Media Lists and Understanding Media Segments20 minutes
Activity: Develop a Pitch30 minutes
Practice Quiz: Mastering the Pitch20 minutes
Practice Quiz: Maintaining Relationships and Managing Follow-ups20 minutes

In the fourth module, you explore generative AI and its use in public relations. You discover best practices and ethical implications when leveraging these tools for PR content creation, understand how AI tailors content to different audiences, and examine predicted future trends of AI in PR.

What's included

16 videos5 readings6 assignments

16 videosTotal 77 minutes

Introduction: Generative AI in PR1 minutePreview module
Introduction to Generative AI5 minutes
Types of Generative AI and Their Uses5 minutes
Generative AI in the Context of PR5 minutes
Overview of AI Content Creation Tools7 minutes
Best Practices for Using AI in Content Creation5 minutes
Ethical Considerations and Limitations8 minutes
Practical Application: Generative AI in PR Content Strategy4 minutes
AI for Audience Segmentation and Analysis3 minutes
Personalizing PR Messages with AI6 minutes
AI Tools for Monitoring and Engagement6 minutes
Practical Application: Generative AI Enhancing PR Engagement2 minutes
Strategies for Integrating AI into PR Workflows4 minutes
Future Trends: Generative AI in PR5 minutes
Practical Application: Designing an AI-Enhanced PR Campaign 4 minutes
Conclusion: Introduction to Generative AI in PR1 minute

5 readingsTotal 50 minutes

Summarizing Generative AI Fundamentals10 minutes
Ethical Considerations of Generative AI in PR10 minutes
Summarizing Generative AI Tools for Content Creation10 minutes
Summarizing AI's Role in Audience Analysis and Engagement10 minutes
Summarizing AI Integration in PR Strategies10 minutes

6 assignmentsTotal 175 minutes

Graded Quiz: Introduction to Generative AI in PR50 minutes
Practice Quiz: Understanding Generative AI25 minutes
Activity: Create a Piece of Content with GenAI30 minutes
Practice Quiz: Generative AI Tools for Content Creation25 minutes
Practice Quiz: AI in Audience Analysis and Engagement20 minutes
Practice Quiz: Integrating Generative AI into PR Strategies25 minutes

In the final module, you will apply the concepts, strategies, and skills you have learned by developing the basic components of a PR campaign in a cumulative capstone project.