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Updated in [September 15th, 2023]
What does this course tell?
(Please note that the following overview content is from the original platform)
The material discusses the organizational factors and structures that apply to public relations. You will learn how the systems theory approach and the stakeholder management approach impact PR policies. Look into the different types of stakeholders and the public, and study the strategic approaches for managing them. This course also explains why research plays a vital role in public relations management, both in making it function strategically and adding to its credibility as a management function.
Conducting formative and evaluative research is vital in modern PR management, and this course discusses the differences between them. You will see that formative research is conducted to learn what the public knows and wants while evaluative research shows the impact made through communication efforts after a campaign. You will also study the usefulness of formal, informal, quantitative and qualitative research.
The culture and structure of an organization have an important impact on its communication function. Upon completion of this course, you will have learnt much more about the organizational and research theory that will help you achieve your organization's PR needs while simultaneously having acquired the skills to manage the stakeholders in your organization.
We consider the value of this course from multiple aspects, and finally summarize it for you from three aspects: personal skills, career development, and further study:
(Kindly be aware that our content is optimized by AI tools while also undergoing moderation carefully from our editorial staff.)
What skills and knowledge will you acquire during this course?
During this course, the individual will acquire a range of skills and knowledge related to public relations. They will learn about the organizational factors and structures that are relevant to public relations, including how the systems theory approach and stakeholder management approach impact PR policies. They will also gain an understanding of the different types of stakeholders and the public, and study strategic approaches for effectively managing them.
The course will emphasize the importance of research in public relations management. The individual will learn why research is vital for making PR function strategically and for enhancing its credibility as a management function. They will explore the role of formative and evaluative research in modern PR management, understanding that formative research is conducted to gather information about the public's knowledge and desires, while evaluative research assesses the impact of communication efforts after a campaign. The individual will also become familiar with various research methods, including formal, informal, quantitative, and qualitative approaches.
Furthermore, the course will delve into the influence of organizational culture and structure on communication within an organization. By the end of the course, the individual will have a deeper understanding of organizational and research theory, enabling them to effectively meet their organization's PR needs. They will also develop the skills necessary to manage stakeholders within their organization, ensuring effective communication and relationship-building.
How does this course contribute to professional growth?
Taking the course "Public Relations: Optimize Systems Theory and Stakeholder Management Practices" can greatly contribute to one's professional growth. By studying the organizational factors and structures that apply to public relations, individuals can gain a deeper understanding of how PR policies are influenced by the systems theory approach and stakeholder management approach.
Through this course, individuals will also learn about the different types of stakeholders and the public, and how to strategically approach managing them. This knowledge is crucial for effective PR management, as it allows professionals to tailor their communication efforts to meet the needs and expectations of various stakeholders.
Additionally, the course emphasizes the importance of research in public relations management. By understanding the role of research in making PR function strategically and enhancing its credibility as a management function, individuals can develop the skills necessary to conduct formative and evaluative research. Formative research helps to understand the public's knowledge and desires, while evaluative research measures the impact of communication efforts after a campaign. The course also covers various research methods, such as formal, informal, quantitative, and qualitative research, providing individuals with a comprehensive understanding of research techniques in PR.
Furthermore, the course explores how the culture and structure of an organization influence its communication function. By delving into organizational and research theory, individuals can gain insights into how to effectively meet their organization's PR needs. This knowledge, combined with the skills acquired in managing stakeholders, equips professionals with the tools to excel in their PR roles.
Overall, completing this course can significantly contribute to professional growth by providing individuals with a comprehensive understanding of organizational factors, research theory, and stakeholder management practices in public relations.
Is this course suitable for preparing further education?
Yes, this course is suitable for preparing further education. It covers topics such as systems theory, stakeholder management, research methods, and organizational culture and structure, which are all important components of public relations. The course also provides an understanding of the differences between formative and evaluative research, as well as the usefulness of formal, informal, quantitative, and qualitative research. With this knowledge, students will be well-equipped to pursue further education in public relations.
Course Syllabus
Public Relations and Organization
In this module you will learn the organizational theory behind PR. In order to do so you will examine the organizational factors and structures that apply to public relations. You will also learn about how the systems theory approach and the stakeholder management approach impact PR policies.Identifying and Prioritizing Stakeholders and Publics
This module teaches you how to recognize your stakeholders and their relative importance. To do so you will look at management and prioritization theory, as well as the situational theory of publics. You will also learn about how the contingency approach impacts PR. Finally, you will examine a real-life case study in order to see these theories in practice.Public Relations Research - The key to Strategy
This module looks at the importance of research in developing PR strategy. You will examine different aspects of research, such as purpose and forms of research. You will also learn about the various different types of research.Course assessment
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