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Public Relations

Purpose of Course  showclose

Course Information  showclose

Learning Outcomes  showclose

Course Requirements  showclose

• Unit 1
• Unit 2
• Unit 3
• Unit 4
• Unit 5
• Unit 6
• Unit 7
• Unit 8
• Unit 9
• Unit 10
• Final Exam
• All Units

Unit Outline show close

Unit 1: Foundations of Public Relations  

To understand where the field of public relations is heading, it helps to know its history.  The past of public relations is still relatively young, so thankfully we do not need to dig too deep to find its roots.  Public relations campaigns can involve media relations, employee and member relations, community affairs, government regulation, financial reporting, issues management, marketing communications, fund raising, and most any aspect of an organization’s interaction with people inside or outside of its doors.  Public relations professionals frequently advise the higher rungs of management, helping top decision-makers formulate a company message.  Once that message is developed, it is disseminated to stakeholders within an organization and to the general public, using appropriate tools for effective outreach and media relations.

Unit 1 Time Advisory   show close


Unit 1 Learning Outcomes   show close


1.1 Key Innovations and Founding Figures in the Development of Public Relations  

• Reading: The Economist: “Rise of the Image Men”

  Link: The Economist: “Rise of the Image Men” (HTML)
  
  Instructions: Please click on the link above and read this entire article, which provides insightful analysis of the beginnings, evolution, and current state of the public relations industry.  Note in particular the roles played by public relations innovators Ivy Lee and Edward Bernays, both former journalists who applied their communication skills to shaping public opinion through the news media on behalf of their clients.  Also, notice how PR practitioners have sought to evolve from more than just a “mouthpiece” to participating in high-level decision-making, such as in the case of the BP Gulf of Mexico oil spill.
  
  Reading and this article and taking notes should take approximately 45 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

• Reading: Mastering Public Relations: “Chapter 1: The Importance of Public Relations” and “Chapter 2: What Is Public Relations?”

  Link: Mastering Public Relations: “Chapter 1: The Importance of Public Relations” (PDF) and “Chapter 2: What Is Public Relations?” (PDF)
  
  Instructions: Please click the links above and read Chapters 1 and 2 from the text, Mastering Public Relations, for a foundational introduction to the definitions and functions of public relations.
  
  Reading these chapters and taking notes should take approximately 2 hours.
  
  Terms of Use: The text was adapted by The Saylor Foundation under a CreativeCommons-Attribution-NonCommercial-ShareAlike 3.0 License without attribution as requested by the work's original creator or licensee.

  See a broken link? Please let us know!

• Reading: Wikipedia’s “Public Relations”

  Link: Wikipedia’s “Public Relations” (HTML)
  
  Instructions: Please click on the link above and review this useful Wikipedia article for an overview of the history, definitions, and methods of public relations.  It is not necessary to digest the entire article, but it serves well as a touch point as the course delves into the finer aspect of successful public relations practices.  As you read this overview, which describes key figures and the evolution of public relations, compare the piece with the earlier assigned article “Rise of the Image Men” for additional insights into PR practices and practitioners.  You may also research the role of Doris Fleishman as one of the early women influencing the development of public relations.
  
  Reading this article and taking notes should take approximately 1 hour and 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

• Reading: All About Public Relations: Steve Simon’s “Traditional PR Still Remains Strong” and Peter Granat’s “A Recipe for Marketing Success”

  Link: All About Public Relations: Steve Simon’s “Traditional PR Still Remains Strong” (HTML) and Peter Granat’s “A Recipe for Marketing Success” (HTML)
  
  Instructions: Please click on the links above and read these articles, prepared by long-time public relations executives.  While considering the contemporary changes in public relations practices, these pieces help to consider how much of a PR practitioner’s work remains grounded in fundamental traditions and methods.
  
  Reading these articles and taking notes should take approximately 1 hour.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

1.2 New Directions in Public Relations  

• Reading: All About Public Relations: Marsha Friedman’s “The Past, Present and Future of Public Relations” and Blake Miller’s “The New Rules for Public Relations”

  Link: All About Public Relations: Marsha Friedman’s “The Past, Present and Future of Public Relations” (HTML) and Blake Miller’s “The New Rules for Public Relations” (HTML)
  
  Instructions: Please click on the links above and read these articles, which provide practitioners’ insights into the changing environment of public relations.  In the first reading, agency owner Marsha Friedman interviews Al Ries, an international marketing expert and author.  This interview covers case studies in traditional marketing and PR campaigns.  In this interview, Friedman and Ries discuss how changing times have modified a professional’s focus.  In the second reading, public relations executive Blake Miller describes the changing strategies for challenging times in the field.
  
  Reading these articles and taking notes should take approximately 2 hours.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

1.3 Unit 1 Discussions  

• Activity: The Saylor Foundation’s “COMM411 Discussion Board: Unit 1 Discussion”

  Link: The Saylor Foundation’s “COMM411 Discussion Board: Unit 1 Discussion” (HTML)
  
  Instructions: After reviewing the unit materials, please post and respond to the following topics on the course discussion board.  Feel free to start your own related posts, and respond to other students’ postings as well.  If you haven’t done so already, you will need to create a free account at the link above to participate in the discussions.
  
  1) How do the historical foundations of public relations apply to current day news?  Please share some examples.
  2) How might the role of public relations fit within a larger marketing campaign?
  3) How do you think developments in social media are impacting the field of public relations?
  
  Posting and responding on the discussion board should take approximately 5 hours.

  See a broken link? Please let us know!

Unit 2: Public Relations Components and Planning  

Most major undertakings start with the essential process of planning.  This is especially true in public relations efforts, where a complex mix of tools and coordinated timing is crucial to the successful outcome of a campaign.  The process begins with identifying the many intricate parts of a specified project and then assembling them into a working mechanism guided by a detailed blueprint called the Public Relations Plan.

Unit 2 Time Advisory   show close


Unit 2 Learning Outcomes   show close


2.1 Essential Components of Public Relations Planning  

• Reading: Mastering Public Relation: “Chapter 3: Models and Approaches to Public Relations”

  Link: Mastering Public Relations: “Chapter 3: Models and Approaches to Public Relations” (PDF)
  
  Instructions: Please click the link above and read Chapter 3 from the text, Mastering Public Relations, for an introduction to the practical functions of public relations.
  
  Reading this chapter and taking notes should take approximately 2 hours.
  
  Terms of Use: The text was adapted by The Saylor Foundation under a CreativeCommons-Attribution-NonCommercial-ShareAlike 3.0 License without attribution as requested by the work's original creator or licensee.

  See a broken link? Please let us know!

2.1.1 Public Relations Primer  

• Reading: Steven R. Van Hook’s Media and Public Relations: A Primer

  Link: Steven R. Van Hook’s Media and Public Relations: A Primer (HTML)
  
  Instructions: Please click on the link above and visit this interactive resource.  You should briefly review each of the primer modules (Modules 1–8), and make a note of any resources or templates you may find especially useful.  These resources and templates may be useful at a future date as you undertake a public relations campaign.  We will refer back to this primer elsewhere in the course for specific examples supporting subunit topics ahead, but for now it provides a useful overview of the public relations craft and some tools at its disposal.  This primer was prepared to help government and business leaders in the former Soviet Union make the transition from a centralized system to a market environment, where they were expected to interact with a freer and more independent media.  The concept of “public and media relations” was new to many of these leaders, so this primer provides a fundamental overview of the basic ideas and tools of PR.
  
  You should dedicate approximately 2 hours for an initial review and exploration of this primer.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

2.1.2 Fundamental Terms and Concepts  

• Web Media: YouTube: Steven R. Van Hook’s “Marketing Fundamentals”

  Link: YouTube: Steven R. Van Hook’s “Marketing Fundamentals” (YouTube)
  
  Instructions: Please click on the link above and watch the video, which summarizes the fundamentals of marketing terminology and practices.  Many of the terms and concepts found in public relations are rooted in the foundations and traditions of marketing.  Please pay extra attention to the key concepts of targeting, positioning, demographics, and segmentation.  These topics are critical when defining public relations audiences and the methods to reach them.  You may read along with the transcript linked here (PDF).
  
  Watching this video, pausing to take notes, and reviewing the transcript should take approximately 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

2.2 The Public Relations Plan  

2.2.1 Preparing the Public Relations Plan  

• Reading: All About Public Relations: Craig Miyamoto’s “How to Write a Comprehensive Public Relations Plan”

  Link: All About Public Relations: Craig Miyamoto’s “How to Write a Comprehensive Public Relations Plan” (PDF)
  
  Instructions: Please click on the link above, locate the link to “How to Write a Comprehensive Public Relations Plan,” and click on the link to download the PDF.  Read this excellent primer on crafting a PR plan.
  
  Reading this article and taking notes should take approximately 1 hour and 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

2.2.2 Public Relations Planning Primers  

• Reading: All About Public Relations: Steve Le Vine’s “Public Relations: Your Saving Grace?” and Pari Noskin Taichert’s “Plan It: A Four-Point PR Primer”

  Link: All About Public Relations: Steve Le Vine’s “Public Relations: Your Saving Grace?” (HTML) and Pari Noskin Taichert’s “Plan It: A Four-Point PR Primer” (HTML)
  
  Instructions: Please click on the first link above and read the article by PR agency founder Steven Le Vine.  He provides a 5-point overview of key concepts a practitioner must keep in mind when planning a public relations campaign.  Then, click on the second link above and read Pari Noskin Taichert’s brief summary of the four initial steps for preparing a public relations plan.
  
  Reading these articles and taking notes should take approximately 1 hour.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

2.3 Unit 2 Discussions  

• Activity: The Saylor Foundation’s “COMM411 Discussion Board: Unit 2 Discussion”

  Link: The Saylor Foundation’s “COMM411 Discussion Board: Unit 2 Discussion” (HTML)
  
  Instructions: After reviewing the unit materials, please post and respond to the following topics on the course discussion board.  Feel free to start your own related posts, and respond to other students’ postings as well.
  
  1) What seems to be the most important aspects of preparing a public relations plan?
  2) Which marketing concepts may especially apply to effective public relations campaigns?
  3) If you are undertaking your own public relations campaign currently or in the future, please share any aspects of your planning process.
  
  Posting and responding on the discussion board should take approximately 5 hours.

  See a broken link? Please let us know!

Unit 3: Key Target Audiences  

Certainly the most important aspect of any outreach campaign is to first know your target audience.  Once you have clearly identified the target, all other aspects of your communications plan may readily fall into place.  Some of the demographic identifiers most critical to a communicator are age, gender, and income level.  Other useful demographic information includes education level, marital status, geographical location, culture, and psychographic information such as a person’s hopes and fears.  As we come to better understand our target audience, we are much better prepared to develop a public relations message and strategize how to disseminate this message.  Publics and stakeholders are those who share some sort of interest in the issues and outcome of an endeavor; they could be stockholders, employees, customers, members of the community, government regulators, vendors, suppliers, distributors, or even competitors.  Being a stakeholder does necessarily mean having a financial stake or even awareness that one may be connected to a company or program’s work.  Quite often, an organization’s stakeholders have conflicting interests – such as a company’s managers looking to reduce costs, while its workers demand higher pay and better benefits.  As you consider the materials in this unit, try to imagine all of the people who may have an interest in a particular message or position and the different approaches you might take to communicate with them.

Unit 3 Time Advisory   show close


Unit 3 Learning Outcomes   show close


3.1 Publics and Demographics  

• Reading: Mastering Public Relations: “Chapter 7: Identifying and Prioritizing Stakeholders and Publics”

  Link: Mastering Public Relations: “Chapter 7: Identifying and Prioritizing Stakeholders and Publics” (PDF)
  
  Instructions: Please click the link above and read Chapter 7 from the text, Mastering Public Relations, for descriptions of the steps in identifying the publics with which you will want to build beneficial relationships.  Pay attention to the definitions of stakeholders and publics, their linkages to an organization, the ways publics may behave, and the useful public relations case study of how a company sought to build its corporate headquarters in a prestigious neighborhood.
  
  Reading this chapter and taking notes should take approximately 2 hours.
  
  Terms of Use: The text was adapted by The Saylor Foundation under a CreativeCommons-Attribution-NonCommercial-ShareAlike 3.0 License without attribution as requested by the work's original creator or licensee.

  See a broken link? Please let us know!

• Web Media: YouTube: Steven R. Van Hook’s “Who Are Your Publics?”

  Link: YouTube: Steven R. Van Hook’s “Who Are Your Publics?” (YouTube)
  
  Instructions: Please click on the link above and watch the video on publics and demographics.  Among the most important aspects of a communication campaign is forming a clear picture of just who the targeted audience is.  This video helps describe key publics, demographics, and segments we should identify early in our communication planning.  You may read along with the transcript linked here (PDF).
  
  Watching this video, pausing to take notes, and reviewing the transcript should take approximately 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

3.2 International and Global Demographic Research Resources  

• Reading: Steven R. Van Hook’s How-To Marketing: “Marketing Research Resources”

  Link: Steven R. Van Hook’s How-To Marketing: “Marketing Research Resources” (HTML)
  
  Instructions: Please click on the link above and review this international research resource for connections to domestic and global demographic data including gender, age, income, national profiles, and company reports.  Among the most useful for international campaigns are the CIA World Factbook and the Economist Country Briefings, which provide extensive demographic, economic, and political detail on nations around the world.  Please share any useful findings by posting to the course discussion board.
  
  You should dedicate approximately 2 hours to exploring this resource.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

3.3 Formulating Messages for Diverse Demographics  

• Reading: All About Public Relations: Eddie Velez’s “For Best Promotion, Think Human Nature”; CR ‘Cataunya’ Ransom’s “Launching a Multicultural PR Campaign”; Neil Payne’s “Public Relations across Cultures”; N. Chandramouli’s “Putting Passion in Public Relations”; Feray Alpay’s “Technology Public Relations in Turkey”; and Fernanda Di Franco’s “The Art of Media Relations in Brazil”

  Link: All About Public Relations: Eddie Velez’s “For Best Promotion, Think Human Nature” (HTML); CR ‘Cataunya’ Ransom’s “Launching a Multicultural  PR Campaign” (HTML); Neil  Payne’s “Public Relations across Cultures” (HTML); N. Chandramouli’s “Putting Passion in Public Relations” (HTML); Feray Alpay’s “Technology Public Relations in Turkey” (HTML); and Fernanda Di Franco’s “The Art of Media Relations in Brazil” (HTML)
  
  Instructions: Please click on the links above and read these articles by public relations experts who specialize in connecting with diverse audiences.  The articles cover topics such as understanding the psychology of your target, the importance of skilled cross-cultural communications in a global marketplace, and the effectiveness of bringing passion and zeal to your communications.  Two of the articles consider the varied and challenging environments you might encounter working in different countries (such as Turkey and Brazil).
  
  Reading these articles and taking notes should take approximately 3 hours.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpages above.

  See a broken link? Please let us know!

• Web Media: YouTube: Steven R. Van Hook’s “Transcultural Communications”

  Link: YouTube: Steven R. Van Hook’s “Transcultural Communications” (YouTube)
  
  Instructions: Please click on the link above and watch the video on international communication tactics, using themes and images that transcend cultural differences.  If you publish a website, then you are positioned to reach a global audience.  English may connect us in global business with a common language, but we still need to be sensitive to cultural differences.  You may read along with the transcript linked here (PDF).
  
  Watching this video, pausing to take notes, and reviewing the summary transcription should take approximately 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpages above.

  See a broken link? Please let us know!

3.4 Unit 3 Discussions  

• Activity: The Saylor Foundation’s “COMM411 Discussion Board: Unit 3 Discussion”

  Link: The Saylor Foundation’s “COMM411 Discussion Board: Unit 3 Discussion” (HTML)
  
  Instructions: After reviewing the unit materials, please post and respond to the following topics on the course discussion board.  Feel free to start your own related posts, and respond to other students’ postings as well.
  
  1) What are some of the key publics you have worked with, or plan to work with, in your professional communications?
  2) What useful websites and tools did you find in your investigation of research resources?
  3) What nations and cultures have you worked with?  How are they different and similar to one another?
  
  Posting and responding on the discussion board should take approximately 5 hours.

  See a broken link? Please let us know!

Unit 4: Media Relations  

One sure need of all organizations that produce newspapers, magazines, television programs, radio broadcasts, and websites is material to fill up their pages and their broadcast time.  In Public Relations, you need only supply media outlets with the material they crave in a way they can use it.  Media releases are going to be your primary and most important means of contact with editors and reporters.  The Wall Street Journal estimates that 90 percent of its coverage originates from companies making their own announcements.  The best way to develop your skills in media relations is to work as a reporter in different media, but it also serves to learn to think like a reporter: what does a reporter look for?  How could you present your message in a way that appeals to the media?  This is such a critical topic; you will have a large number of related readings assigned in this unit as well as the next unit on Writing for Public Relations.

Unit 4 Time Advisory   show close


Unit 4 Learning Outcomes   show close


• Reading: Steven R. Van Hook’s Media and Public Relations Primer: “Understanding the Media”

  Link: Steven R. Van Hook’s Media and Public Relations Primer: “Understanding the Media” (HTML)
  
  Instructions: The Media and Public Relations Primer referenced earlier in the course provides a useful overview of the craft and tools used by PR practitioners.  Please revisit the primer, and focus on module 3, which features a summary of criteria that editors and reporters may use in deciding which stories to cover and provides a brief overview of characteristics particular to specific media.
  
  Reading this article and taking notes should take approximately 1 hour.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

4.1 Traditional and New Media Outlets  

• Reading: All About Public Relations: Joanna Lulesa’s “Plugging in New PR Technologies”; Diana Ennen’s “Social Networking Changes Everything”; Marsha Friedman’s “How do Mainstream Media Use Social Media?”; Mark Macias’ “Why Marketing Campaigns Must Have Video”; and Scott Lorenz’s “How to Harness the Power of YouTube”

  Link: All About Public Relations: Joanna Lulesa’s “Plugging in New PR Technologies” (HTML); Diana Ennen’s “Social Networking Changes Everything” (HTML); Marsha Friedman’s “How do Mainstream Media Use Social Media?” (HTML); Mark Macias’ “Why Marketing Campaigns Must Have Video” (HTML); and Scott Lorenz’s “How to Harness the Power of YouTube” (HTML)
  
  Instructions: Please click on the links above and read these articles written by public relations experts specializing media relations.  These articles address the changes underway in the field, which are affected by evolving technologies, social media, and the adaptations by mainstream media.
  
  Reading these articles and taking notes should take approximately 1 hour and 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

4.2 Effective Media Relations  

4.2.1 Attracting Media Attention  

• Reading: All About Public Relations: Marsha Friedman’s “How to Get the Media Interested in You”; John P. David’s “Want the Media’s Attention?”; Robert Bernarduci’s “Want More Media Coverage?”; and Marsha Friedman’s “How to Assess PR Campaign Results”

  Link: All About Public Relations: Marsha Friedman’s “How to Get the Media Interested in You” (HTML); John P. David’s “Want the Media’s Attention?” (HTML); Robert Bernarduci’s “Want More Media Coverage?” (HTML); and Marsha Friedman’s “How to Assess PR Campaign Results” (HTML)
  
  Instructions: Please click on the links above and read these articles written by PR experts who specialize in media relations.  These articles cover the topics of attracting the attention of busy assignment editors and winning more play in print and broadcast media.
  
  Reading these articles and taking notes should take approximately 1 hour and 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

• Web Media: YouTube: Steven R. Van Hook’s “Communication Appeals & Tactics”

  Link: YouTube: Steven R. Van Hook’s “Communication Appeals & Tactics” (YouTube)
  
  Instructions: Please click on the link above and watch this video, which presents basic appeals and tactics for effective communications.  This video answers questions about how to get someone’s attention and what to do if you manage to catch it.  Remember that though you are going through the media’s gatekeeping editors and reporters, it is ultimately their audiences you are trying to reach.  Have an appeal that works for their audience, and the media will help you do that.  You may read along with the transcript linked here (PDF).
  
  Watching this video, pausing to take notes, and reviewing the transcription should take approximately 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

4.2.2 The Media Release  

• Reading: All About Public Relations: Bill Stoller’s “Press Releases for Every Occasion”; Scott Lorenz’s “Fifty-Five Reasons to Send out a Release”; B.L. Ochman’s “Press Releases Are a Colossal Waste of Time”; and Steve Turner’s “How to Get Better Media Coverage”

  Link: All About Public Relations: Bill Stoller’s “Press Releases for Every Occasion” (HTML); Scott Lorenz’s “Fifty-Five Reasons to Send out a Release” (HTML); B.L. Ochman’s “Press Releases Are a Colossal Waste of Time” (HTML); and Steve Turner’s “How to Get Better Media Coverage” (HTML)
  
  Instructions: Please click on the links above and read the four articles written by PR experts who specialize in media relations.  These articles cover key topics such as formulating your message for specific occasions, events and circumstances justifying a media release, effective alternatives to media releases, and how to tailor your release to specific media.
  
  Reading these articles and taking notes should take approximately 2 hours.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

• Reading: Steven R. Van Hook’s Media and Public Relations Primer: “Effective Media Releases, Kits & Conferences”

  Link: Steven R. Van Hook’s Media and Public Relations Primer: “Effective Media Releases, Kits & Conferences” (HTML)
  
  Instructions: The Media and Public Relations Primer referenced earlier in the course provides a useful overview of the craft and tools used by PR practitioners.  Please revisit the primer, and focus on module 4 to learn how to pitch to the news media.  Be sure to click on the embedded links to sample media release formats.
  
  Reading this article and taking notes should take approximately 1 hour.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

4.2.3 Pitching Your Story  

• Reading: All About Public Relations: Arit Essien’s “How to Pitch Best for Media Placements”; Regine J. Nelson’s “The Art of Pitching to the Media”; Mark Macias’ “How to Pitch Stories Like a Journalist”; and Marsha Friedman’s “How to Be a Print Reporter’s Best Pick”

  Link: All About Public Relations: Arit Essien’s “How to Pitch Best for Media Placements” (HTML); Regine J. Nelson’s “The Art of Pitching to the Media” (HTML); Mark Macias’ “How to Pitch Stories Like a Journalist” (HTML); and Marsha Friedman’s “How to Be a Print Reporter’s Best Pick” (HTML)
  
  Instructions: Please click on the links above and read these four articles written by PR experts who specialize in media relations.  These articles cover the important topics of how to best pitch your story to a busy editor or reporter and how to stand out among the pile of other story pitches you need to compete against.
  
  Reading these articles and taking notes should take approximately 1 hour.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

4.2.4 Presenting Yourself to the Media  

• Reading: All About Public Relations: John Millen’s “Simple Techniques for Media Interviews”; Jim Cameron’s “Making the Most of Your Media Interviews”; Marsha Friedman’s “Tips for Taking on Tough Talk Radio”; Marsha Friedman’s “How to Make Sure the Camera Loves You”; and Scott Lorenz’s “What to Wear for a Television Interview”

  Link: All About Public Relations: John Millen’s “Simple Techniques for Media Interviews” (HTML); Jim Cameron’s “Making the Most of Your Media Interviews” (HTML); Marsha Friedman’s “Tips for Taking on Tough Talk Radio” (HTML); Marsha Friedman’s “How to Make Sure the Camera Loves You” (HTML); and Scott Lorenz’s “What to Wear for a Television Interview” (HTML)
  
  Instructions: Please click on the links above and read these articles written by public relations experts who specialize in relations with news media.
  
  Reading these articles and taking notes should take approximately 2 hours.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpages above.

  See a broken link? Please let us know!

• Reading: Steven R. Van Hook’s Media and Public Relations Primer: “Preparing for Media Interviews”

  Link: Steven R. Van Hook’s Media and Public Relations Primer: “Preparing for Media Interviews” (HTML)
  
  Instructions: The Media and Public Relations Primer referenced earlier in the course provides a useful overview of the craft and tools used by PR practitioners.  Please click on the link above, and study module 5.  This module addresses the ten steps in preparing for media interviews, the types of reporters you might meet, and three interview mistakes people often make.
  
  Reading this article and taking notes should take approximately 1 hour.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

4.2.5 Maintaining Media Relationships  

• Reading: All About Public Relations: Charlotte Tomic’s “Ten Core Media Relations Strategies”; Vicky Gallion’s “Winning the PR Media Game”; Jonathan Bernstein’s “Trial by Media: A Roster of Do’s and Don’ts”; Jonathan Bernstein’s “When the Media Go Too Far”

  Link: All About Public Relations: Charlotte Tomic’s “Ten Core Media Relations Strategies” (HTML); Vicky Gallion’s “Winning the PR Media Game” (HTML); Jonathan Bernstein’s “Trial by Media: A Roster of Do’s and Don’ts” (HTML); Jonathan Bernstein’s “When the Media Go Too Far” (HTML)
  
  Instructions: Please click on the links above and read these articles written by PR experts who specialize in media relations.  The writers discuss best tactics for maintaining healthy relations with editors and reporters so you have established credibility and respect the next time you pitch them with a story.  Pay extra attention to the article “When the Media Go Too Far,” so you have some steps to follow in case of a media relationship turning sour.
  
  Reading these articles and taking notes should take approximately 2 hours.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

4.3 Unit 4 Discussions  

• Activity: The Saylor Foundation’s “COMM411 Discussion Board: Unit 4 Discussion”

  Link: The Saylor Foundation’s “COMM411 Discussion Board: Unit 4 Discussion” (HTML)
  
  Instructions: After reviewing the unit materials, please post and respond to the following topics on the course discussion board.  Feel free to start your own related posts, and respond to other students’ postings as well.
  
  1) How might you change your approach to media relations based on the type of news outlet you hope to pitch (print, broadcast, online)?
  2) What advice would you provide to a newsmaker who is about to be interviewed by a reporter?
  3) What are the steps you might take to ensure ongoing and productive relations with the media?
  
  Posting and responding on the discussion board should take approximately 5 hours.

  See a broken link? Please let us know!

Unit 5: Writing for Public Relations  

Public relations communications may take many forms from media releases to public speaking, counseling, training seminars, and hosting public events.  Public relations writing will embrace a range of styles from straight-laced, corporate-speak to artsy, entertaining, and spellbinding.  Sloppy disregard for fundamental rules will alienate the editors who control the gates of information flow and will undermine authority with your audience.  One key resource for public relations writers is the AP Stylebook, which covers the standard writing style expected by most print editors.  Writing primers can help with the basis of crafting effective communication.  Examples of successful public relations materials are readily available: media releases, company reports, promotional materials, executive speeches, feature articles, and more.

Unit 5 Time Advisory   show close


Unit 5 Learning Outcomes   show close


5.1 Effective Public Relations Writing  

5.1.1 Conducting Research  

• Reading: Mastering Public Relations: “Chapter 8: Public Relations Research: The Key to Strategy”

  Link: Mastering Public Relations: “Chapter 8: Public Relations Research: The Key to Strategy” (PDF)
  
  Instructions: Please click the link above and read Chapter 8 from the text, Mastering Public Relations.  This chapter outlines the importance, purpose, and methods of conducting research – the essential first step for effective communications.
  
  Reading this chapter and taking notes should take approximately 2 hours.
  
  Terms of Use: The text was adapted by The Saylor Foundation under a CreativeCommons-Attribution-NonCommercial-ShareAlike 3.0 License without attribution as requested by the work's original creator or licensee.

  See a broken link? Please let us know!

5.1.2 Reference Materials for Proper Writing Style  

• Reading: The Associated Press’ Associated Press Stylebook

  Link: The Associated Press’ Associated Press Stylebook (HTML)
  
  Instructions: Visit the website linked above, and consider obtaining this official guide to writing in AP style, a standard form for most newspapers in the United States.  If you are going to do extensive work with the news media, it is a worthwhile investment to purchase this book.  Click on the AP press release (HTML) for details and information about the cost of the newest edition of the book.  This book serves as an example of how a well-written press release uses AP style, provides cross-promotion with social media, and injects company information and contact detail.  To see AP style at work, do a Google search on terms “AP style” and visit several pages that may give examples of the AP style rules applied to specific instances of writing.  In the United States, you will also find newspapers serving your community typically use AP style, so you can examine those as well for samples of the style rules.
  
  Reviewing this material should take approximately 1 hour and 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

5.1.3 Writing Primers  

• Web Media: YouTube: Steven R. Van Hook’s “Best Writing Tips”

  Link: YouTube: Steven R. Van Hook’s “Best Writing Tips” (YouTube)
  
  Instructions: Please click on the link above and watch this video for suggestions on how to immediately improve your written communication skills.  Public relations professionals spend lots of times writing (e.g. internal communication, external communication, media releases, company reports, and memos).  This video discusses six tips on how to do it much better.  You may also read along with the transcript linked here (PDF).
  
  Watching this video, pausing to take notes, and reviewing the transcript should take approximately 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

• Reading: All About Public Relations: Dr. Thomas Klipstine’s “How to Communication More Effectively”; Marcia Yudkin’s “Six No-Hype Copywriting Techniques”; Daphne Gray-Grant’s “Dramatically Improve PR Writing Skills”; and Ann Wylie’s “Improve Your Team’s Writing Skills”

  Link: All About Public Relations: Dr. Thomas Klipstine’s “How to Communication More Effectively” (HTML); Marcia Yudkin’s “Six No-Hype Copywriting Techniques” (HTML); Daphne Gray-Grant’s “Dramatically Improve PR Writing Skills” (HTML); and Ann Wylie’s “Improve Your Team’s Writing Skills” (HTML)
  
  Instructions: Please click on the links above and read these articles written by PR experts who specialize in public relations writing.  Your time spent learning how to communicate more effectively with the news media – improving writing skills specific to PR communications – will help ensure the success of  your immediate campaigns as well as your ongoing professional career.
  
  Reading these articles and taking notes should take approximately 2 hours.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpages above.

  See a broken link? Please let us know!

5.2 Preparing PR Communications  

5.2.1 Creating PR Materials  

• Reading: All About Public Relations: Steve Turner’s “How to Get Better Media Coverage” (HTML); Marcia Yudkin’s “Effective Content for Catalogs & the Web”; Kyle Potvin’s “The Road to Inspiration”; Sara Fletcher’s “Connecting Emotional Intelligence with PR”; and Jim Barbagallo’s “Promoting a Newly Public Company”

  Link: All About Public Relations: Steve Turner’s “How to Get Better Media Coverage” (HTML); Marcia Yudkin’s “Effective Content for Catalogs & the Web” (HTML); Kyle Potvin’s “The Road to Inspiration” (HTML); Sara Fletcher’s “Connecting Emotional Intelligence with PR” (HTML); and Jim Barbagallo’s “Promoting a Newly Public Company” (HTML)
  
  Instructions: Please click on the links above and read these articles written by PR experts who specialize in PR communications.  These articles discuss the essential aspects of effective communications, including formulating your creative message for media and promotional materials as well as writing with a style that connects with your target audience in both their heads and hearts.  Jim Barbagallo’s article on promoting a public company deals with issues specific to communicating with investors, including related rules and regulations.
  
  Reading these articles and taking notes should take approximately 1 hour and 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

• Reading: Steven R. Van Hook’s Media and Public Relations Primer: “PR Toolkit”

  Link: Steven R. Van Hook’s Media and Public Relations Primer: “PR Toolkit” (HTML)
  
  Instructions: Please click on the link above to revisit the primer and focus on module 8, which provides communication samples of media releases, public service campaign scripts, commentaries, and speeches.
  
  Reading this article and taking notes should take approximately 1 hour.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

5.2.2 Public Presentations  

• Reading: All About Public Relations: Andrew Gilman’s “How to Prepare for Speeches & Presentations”; Steve Markman’s “How to Maximize Speaking Engagements”; and Ed Barks’ “The Truth about Public Speaking”

  Link: All About Public Relations: Andrew Gilman’s “How to Prepare for Speeches & Presentations” (HTML); Steve Markman’s “How to Maximize Speaking Engagements” (HTML); and Ed Barks’ “The Truth about Public Speaking” (HTML)
  
  Instructions: Click on the links above and read these articles written by PR experts who specialize in public relations writing.  The authors provide how-to tips on preparing for more effective personal presentations and suggestions for finding more speaking opportunities.
  
  Reading these articles and taking notes should take approximately 1 hour and 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

5.2.3 Internal Communications  

• Reading: Mastering Public Relations: “Chapter 5: Organizational Factors for Excellent Public Relations” and “Chapter 6: Public Relations and Organizational Effectiveness”

  Link: Mastering Public Relations: “Chapter 5: Organizational Factors for Excellent Public Relations” (PDF) and “Chapter 6: Public Relations and Organizational Effectiveness” (PDF)
  
  Instructions: Please click the links above and read these chapters on organizational issues in public relations.  Internal communications can be essential to an organization’s success and avoiding conflicts and crises that may stem from inadequate contact with in-house stakeholders.  Pay close attention to the Chapter 5 detail on organizational culture and structures as well as the Chapter 6 section on stakeholder management and building strategic constituencies.
  
  Reading these chapters and taking notes should take approximately 3 hours.
  
  Terms of Use: The text was adapted by The Saylor Foundation under a CreativeCommons-Attribution-NonCommercial-ShareAlike 3.0 License without attribution as requested by the work's original creator or licensee.

  See a broken link? Please let us know!

• Reading: All About Public Relations: Amanda DiSilvestro’s “Why Internal PR Should Come First” and Tonya Bacon’s “How to Use Internal Communications to Engage Workers”

  Link: All About Public Relations: Amanda DiSilvestro’s “Why Internal PR Should Come First” (HTML) and Tonya Bacon’s “How to Use Internal Communications to Engage Workers” (HTML)
  
  Instructions: Please click on the links above and read these articles by public relations experts who specialize in internal communications.  Internal communications is an aspect of public relations often overlooked; some would even suggest that internal communications are more important than our external outreach, at least when it comes to ensuring a solid foundation upon which to base your campaign.
  
  Reading these articles and taking notes should take approximately 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpages above.

  See a broken link? Please let us know!

5.3 Unit 5 Discussions  

• Activity: The Saylor Foundation’s “COMM411 Discussion Board: Unit 5 Discussion”

  Link: The Saylor Foundation’s “COMM411 Discussion Board: Unit 5 Discussion” (HTML)
  
  Instructions: After reviewing the unit materials, please post and respond to the following topics on the course discussion board.  Feel free to start your own related posts, and respond to other postings as well.
  
  1) What steps do you hope to use to improve your own writing skills?
  2) How do you best activate your own creativity (e.g. do you take a walk, keep a journal, etc.)?
  3) Share an example of a public speech you may have given.  How did you prepare for the speech?  How did it go?
  
  Posting and responding on the discussion board should take approximately 5 hours.

  See a broken link? Please let us know!

Unit 6: Social Projects and Public Relations  

Public relations skills, tools, and tactics are not only for achieving business ends, but also serve to advance social programs and outreach projects in public education, health, political campaigns, human rights, and many other ends that promote a public cause rather than a private interest.  Many of the same tactics and tools apply to social promotions as to commercial, though quite often more must be undertaken on smaller budgets in the attempt to change hearts and minds, rather than simple behaviors.

Unit 6 Time Advisory   show close


Unit 6 Learning Outcomes   show close


6.1 Public Relations in Social Marketing  

• Reading: Weinreich Communications: Nedra Kline Weinreich’s “What Is Social Marketing?”

  Link: Weinreich Communications: Nedra Kline Weinreich’s “What Is Social Marketing?” (HTML)
  
  Instructions: Please click on the link above and read this article by social marketing author Nedra Kline Weinreich.  Many of the communication tactics working for social programs are the same as those applied to commercial undertakings, including the most fundamentals of traditional marketing and public relations.  However, social communications focus more on the consumer rather than the product.  Notice also how social marketing expands the concept of publics, partnerships, policy, and purse-strings for a wider range of stakeholders in a project’s activities and results.
  
  Reading this article and taking notes should take approximately 1 hour.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

• Web Media: YouTube: Steven R. Van Hook’s “Social Marketing”

  Link: YouTube: Steven R. Van Hook’s “Social Marketing” (YouTube)
  
  Instructions: Please click on the link above and watch this video about social marketing.  Most of the tools for promoting commercial projects can be applied to advancing social causes and programs.  You may read along with the transcript linked here (PDF).
  
  Viewing this video, pausing to take notes, and reviewing the transcript should take approximately 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

6.2 Methods of Social Public Relations  

• Reading: Mastering Public Relations: “Chapter 10: The Practice of Public Relations”

  Link: Mastering Public Relations: “Chapter 10: The Practice of Public Relations” (PDF)
  
  Instructions: Please click on the link above and read Chapter 10 from the text, Mastering Public Relations, for detail on how public relations functions in the corporate world also apply to and differ from government, public affairs, non-profit, and activist public relations.
  
  Reading this chapter and taking notes should take approximately 2 hours.
  
  Terms of Use: The text was adapted by The Saylor Foundation under a CreativeCommons-Attribution-NonCommercial-ShareAlike 3.0 License without attribution as requested by the work's original creator or licensee.

  See a broken link? Please let us know!

• Reading: All About Public Relations: Mary White’s “Five Simple Ways to Promote Special Events”; Kyle Potvin’s “Successful Grassroots Marketing”; and Diana Laverdure’s “Partnerships with Non-Profits”

  Link: All About Public Relations: Mary White’s “Five Simple Ways to Promote Special Events” (HTML); Kyle Potvin’s “Successful Grassroots Marketing” (HTML); and Diana Laverdure’s “Partnerships with Non-Profits” (HTML)
  
  Instructions: Please click on the links above and read these articles written by PR experts who specialize in social project public relations.  These authors provide useful suggestions on how to promote your project events, connecting with the community at a grassroots (and inexpensive) level, and how even for-profit PR campaigns might benefit from partnering with non-profit causes.
  
  Reading these articles and taking notes should take approximately 1 hour and 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpages above.

  See a broken link? Please let us know!

6.3 Resources for Social PR Practitioners  

6.3.1 Connecting with Social Programs  

• Reading: All About Public Relations: Tammie Ferguson’s “Public Relations for Non-Profits” and Anna Levy’s “Social Responsibility and Public Relations”

  Link: All About Public Relations: Tammie Ferguson’s “Public Relations for Non-Profits” (HTML) and Anna Levy’s “Social Responsibility and Public Relations” (HTML)
  
  Instructions: Please click on the links above and read these articles written by PR experts who specialize in non-profit public relations projects.  Working on non-profit projects is a fine way for a new PR practitioner to break into the field and do some good along the way.
  
  Reading these articles and taking notes should take approximately 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpages above.

  See a broken link? Please let us know!

6.3.2 Support Resources for Social Project Planning  

• Reading: Steven R. Van Hook’s How-To Marketing: “Social Marketing”

  Link: Steven R. Van Hook’s How-To Marketing: “Social Marketing” (HTML)
  
  Instructions: Visit the webpage above for links to a number of resources useful for public relations planning within social projects.  Among the selections is the Social Marketing Institute, which seeks to apply “the very best social marketing practices in a wide range of settings all over the world” with resources including success stories, papers, and employment listings.  The Social Marketing Resource Guide provides useful social marketing tools and case studies.  The Nonprofit and Philanthropy Good Practice page features hands-on tips, articles, best practices, and discussion forums supporting social project planning.
  
  You should dedicate approximately 2 hours to exploring the links on this resource.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpages above.

  See a broken link? Please let us know!

6.4 Unit 6 Discussions  

• Activity: The Saylor Foundation’s “COMM411 Discussion Board: Unit 6 Discussion”

  Link: The Saylor Foundation’s “COMM411 Discussion Board: Unit 6 Discussion” (HTML)
  
  Instructions: After reviewing the unit materials, please post and respond to the following topics on the course discussion board.  Feel free to start your own related posts, and respond to other students’ postings as well.
  
  1) What are some of the similarities and differences of commercial and social marketing?
  2) Have you ever worked on a social marketing campaign?  Please share details.
  3) What sort of social campaign might you like to work on in the future?
  
  Posting and responding on the discussion board should take approximately 5 hours.

  See a broken link? Please let us know!

Unit 7: Crisis Communications  

Success is a long haul, but disasters happen in an instant.  A little advanced preparation can help save the day when a crisis strikes, and a crisis communication strategy can calm the flames before the home burns down.  For most organizations, a crisis is a barrage of urgent, unexpected, unpleasant events that allows no time to think, organize, or plan appropriate actions.  Unfortunately, most organizations begin to plan for crises after the crisis hits.  This is a big mistake.  The goal of a crisis management plan should be containment and positive counteraction.  The three best approaches to a crisis are to 1) avoid it in the first place, 2) quickly address and resolve issues before they escalate, and 3) seek possible ways to turn your crisis into an opportunity.

Unit 7 Time Advisory   show close


Unit 7 Learning Outcomes   show close


7.1 Crisis Events and Plan Preparation  

• Reading: All About Public Relations: Gerry McCusker’s “The Truth about PR Disasters”; Gerard Braud’s “Writing Your Crisis Communications Plan”; Ellie Whims’ “Crisis Communications for Small Business”; and Andrew Gilman’s “The Case for a Reputation Protection Model”

  Link: All About Public Relations: Gerry McCusker’s “The Truth about PR Disasters” (HTML); Gerard Braud’s “Writing Your Crisis Communications Plan” (HTML); Ellie Whims’ “Crisis Communications for Small Business” (HTML); and Andrew Gilman’s “The Case for a Reputation Protection Model” (HTML)
  
  Instructions: Please click on the links above and read these articles by public relations experts who specialize in planning and executing crisis management programs.  Take detailed notes on this important aspect of public relations services: crisis management.
  
  Reading these articles and taking notes should take approximately 2 hours and 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpages above.

  See a broken link? Please let us know!

7.2 Crisis Management and Public Outreach  

7.2.1 How to Avoid Crises  

• Reading: All About Public Relations: Mark Grabowski’s “Crisis Prevention through Foresight”; and Robbie Vorhaus’ “Escaping the Taint of Scandal”

  Link: All About Public Relations: Mark Grabowski’s “Crisis Prevention through Foresight” (HTML); and Robbie Vorhaus’ “Escaping the Taint of Scandal” (HTML)
  
  Instructions: Please click on the links above and read these articles by three public relations experts who specialize in avoiding crisis situations.  The time to plan for crisis management is before a disaster happens.
  
  Reading these articles and taking notes should take approximately 1 hour.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpages above.

  See a broken link? Please let us know!

7.2.2 How to Apologize  

• Reading: All About Public Relations: Richard S. Levick’s “The Art of Mea Culpa”

  Link: All About Public Relations: Richard S. Levick’s “The Art of Mea Culpa” (HTML)
  
  Instructions: Please click on the link above and read this strategic communications article on how to help corporate clients apologize for their mistakes.
  
  Reading this article and taking notes should take approximately 45 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

7.2.3 How to Fix Crises  

• Reading: All About Public Relations: Abbe Ruttenberg Serphos’ “Effective First Steps to Counter a Crisis”; Jonathan Bernstein’s “The Three C’s of Credibility in Crises”; and Camrick Clark’s “Twitter: A Crisis Communications Tool”

  Link: All About Public Relations: Abbe Ruttenberg Serphos’ “Effective First Steps to Counter a Crisis” (HTML); Jonathan Bernstein’s “The Three C’s of Credibility in Crises” (HTML); and Camrick Clark’s “Twitter: A Crisis Communications Tool” (HTML)
  
  Instructions: Please click on the links above and read these articles by three public relations experts who specialize in resolving crisis situations.  Once a crisis is underway, you can take steps to counter the crisis before it escalates into a disaster by establishing credibility with the public and media and using effective tools to get your message out.
  
  Reading these articles and taking notes should take approximately 1 hour.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpages above.

  See a broken link? Please let us know!

7.3 Crisis Case Studies  

• Reading: All About Public Relations: Amanda DiSilvestro’s “Learning from Past Public Relations Crises”; Soterios Zoulas’ “The 1982 Tylenol Crisis”; and Steven R. Van Hook’s “Crisis Management Moments”

  Link: All About Public Relations: Amanda DiSilvestro’s “Learning from Past Public Relations Crises” (HTML); Soterios Zoulas’ “The 1982 Tylenol Crisis” (HTML); and Steven R. Van Hook’s “Crisis Management Moments” (HTML)
  
  Instructions: Please click on the links above and read these articles by three public relations experts who focus on crisis case studies.
  
  Reading these articles and taking notes should take approximately 1 hour.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpages above.

  See a broken link? Please let us know!

7.4 Unit 7 Discussions  

• Activity: The Saylor Foundation’s “COMM411 Discussion Board: Unit 7 Discussion”

  Link: The Saylor Foundation’s “COMM411 Discussion Board: Unit 7 Discussion” (HTML)
  
  Instructions: After reviewing the unit materials, please post and respond to the following topics on the course discussion board.  Feel free to start your own related posts, and respond to other students’ postings as well.
  
  1) What examples of crisis communications have you seen lately in the news?  Can you find cases illustrating how both corporate and government officials dealt with crises?
  2) Think of a time you had to apologize for some offense you committed: what did you do well?  What might you have done better?
  3) What you would say are the most important aspects of careful crisis planning?
  
  Posting and responding on the discussion board should take approximately 5 hours.

  See a broken link? Please let us know!

Unit 8: Ethical Issues in Public Relations  

The public relations professional is frequently the conscience of a company, not only by representing the organization’s interests to the public, but also by conveying the public’s interests back to the company.  PR people are often put on the spot – if not to determine the morality of a course, at least to help envision the fallout.  Fortunately, there are valuable touchstone tools for finding our way.  We might also remember that public relations is a two way street: not only do we represent our organization to the public, but we must also present the opinions of the public back to our organization.  We should help our colleagues understand how the public perceives our actions.

Unit 8 Time Advisory   show close


Unit 8 Learning Outcomes   show close


8.1 Codes of Ethics Governing Public Relations Practitioners  

• Reading: All About Public Relations: Steven R. Van Hook’s “Ethical Public Relations: Not an Oxymoron” and Peter O’Malley’s “In Praise of Secrecy: The Ethical Foundations of Public Relations”

  Link: All About Public Relations: Steven R. Van Hook’s “Ethical Public Relations: Not an Oxymoron” (HTML) and Peter O’Malley’s “In Praise of Secrecy: The Ethical Foundations of Public Relations” (HTML)
  
  Instructions: Please click on the links above and read these articles, which detail fundamental ethical questions facing PR practitioners.  Consider where the greater obligation lies: to the good of society on the whole, or the particular self-interests of a company or client, or some balance in between.
  
  Reading these articles and taking notes should take approximately 1 hour.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

• Reading: Illinois Institute of Technology’s Center for the Study of Ethics in the Professions

  Link: Illinois Institute of Technology’s Center for the Study of Ethics in the Professions (HTML)
  
  Instructions: Please click on the link above to visit this website, which provides hyperlinks to codes of ethics and other related resources for a large number of professional fields.  Public relations practitioners work in a sweeping array of fields, so it is useful to be familiar with a wide range of ethics codes.  Please click on the “Codes of Ethics Collections” under “Our Research.”  Then, click the “Index of Codes” link to find a wide range of keywords, organizations, and professional categories to research for codes of ethics.  Research at least two different professional categories (such as “marketing” and “health care”) for related codes of ethics.
  
  You should dedicate approximately 2 hours to exploring this resource.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

8.2 Applying Codes of Ethics  

• Reading: Mastering Public Relations: “Chapter 11: Ethics, Leadership and Counseling, and Moral Analyses” and “Chapter 12: Best Practices for Excellence in Public Relations”

  Link: Mastering Public Relations: “Chapter 11: Ethics, Leadership and Counseling, and Moral Analyses” (PDF) and “Chapter 12: Best Practices for Excellence in Public Relations” (PDF)
  
  Instructions: Please click on the links above and read Chapters 11 and 12 for an analysis of ethical practices in public relations, the public relations professional’s role in moral decision-making, and applying “best practices” to proper conduct.  After reading Chapter 12 on best practices in public relations, compare the authors’ suggested practices with the codes of ethics you considered in subunit 8.1 above.
  
  Reading these chapters and taking notes should take approximately 3 hours and 30 minutes.
  
  Terms of Use: The text was adapted by The Saylor Foundation under a CreativeCommons-Attribution-NonCommercial-ShareAlike 3.0 License without attribution as requested by the work's original creator or licensee.

  See a broken link? Please let us know!

• Reading: All About Public Relations: Steven Le Vine’s “How to Run Ethically Sound PR Campaigns”

  Link: All About Public Relations: Steven Le Vine’s “How to Run Ethically Sound PR Campaigns” (HTML)
  
  Instructions: Please click on the link above and read this article by public relations agency founder Steven Le Vine for a five-point summary on how to avoid ethical hazards in PR campaigns.
  
  Reading this article and taking notes should take approximately 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

• Reading: The Center for Media and Democracy’s “PR Watch”

  Link: The Center for Media and Democracy’s “PR Watch” (HTML)
  
  Instructions: Please click on the link above to visit this website, which provides for a large assortment of reports and links providing a critical look at specific cases of shady public relations.  Spend some time reading several articles to give yourself an idea of steps you might take to avoid becoming a target and to recognize when codes of ethics are violated.
  
  You should dedicate approximately 1 hour 30 minutes to exploring this resource and reading articles.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

8.3 Unit 8 Discussions  

• Activity: The Saylor Foundation’s “COMM411 Discussion Board: Unit 8 Discussion”

  Link: The Saylor Foundation’s “COMM411 Discussion Board: Unit 8 Discussion” (HTML)
  
  Instructions: After reviewing the unit materials, please post and respond to the following topics on the course discussion board.  Feel free to start your own related posts, and respond to other students’ postings as well.
  
  1) What ethical issues do you feel are most often faced by public relations professionals?
  2) What are some practical examples of public relations ethics you have seen done well and poorly?
  3) What did you gather from your codes of ethics research that might best apply to your own standards of conduct?
  
  Posting and responding on the discussion board should take approximately 5 hours.

  See a broken link? Please let us know!

Unit 9: Careers in Public Relations  

Well-honed public relations skills have a place in just about every human enterprise from international commerce to campaigns for public office to solving social ills.  The U.S. Bureau of Labor Statistics predicts that the employment opportunities for public relations practitioners will grow in the years ahead.  Among the issues to consider for those contemplating a job in public relations are the skillsets required, the working conditions, the potential for advancement, and salary levels.  This unit will introduce you to employment resources available that aid public relations aspirants in finding their first job and advancing through a professional career.

Unit 9 Time Advisory   show close


Unit 9 Learning Outcomes   show close


9.1 Job Outlook for Public Relations Professionals  

• Reading: U.S. Bureau of Labor Statistics’ Occupational Outlook Handbook: “Public Relations Managers and Specialists”

  Link: U.S. Bureau of Labor Statistics’ Occupational Outlook Handbook: “Public Relations Managers and Specialists” (HTML)
  
  Instructions: Please click on the link above and start by reading the “What They Do” tab.  Then, click on the rest of the tabs from “Work Environment” to “Contacts for More Info,” and read each of these webpages.  After reading these tabs, go back and click on the “Summary” tab for an overview of what you read.  This resource provides extensive data on the public relations profession including pay, education and skill requirements, current and projected number of jobs, work environment, and so on.
  
  Reading these pages and taking notes should take approximately 2 hours.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

• Reading: Steven R. Van Hook’s How-To Marketing: “Marketing Employment Trends”

  Link: Steven R. Van Hook’s How-To Marketing: “Marketing Employment Trends” (HTML)
  
  Instructions: Please click on the link above and read the entire article, which summarizes employment outlook in the fields of marketing, public relations, advertising, and sales.
  
  Reading this article and taking notes should take approximately 15 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

9.2 PR Employment Tips  

9.2.1 Just Starting Out  

• Reading: All About Public Relations: Dick Pirozzolo’s “New PR Graduates: Words of Advice” and Cori McKeever’s “The Public Relations Career X Factor”

  Link: All About Public Relations: Dick Pirozzolo’s “New PR Graduates: Words of Advice” (HTML) and Cori McKeever’s “The Public Relations Career X Factor” (HTML)
  
  Instructions: Please click on the links above and read these two articles for advice from experienced PR professionals on the first steps towards a career in public relations.  These articles will be especially useful for recent college graduates in this competitive field.
  
  Reading these articles and taking notes should take approximately 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpages above.

  See a broken link? Please let us know!

9.2.2 Public Relations Internships  

• Reading: All About Public Relations: Steven R. Van Hook’s “Should I be a PR Intern?” and Sarah Smith’s “Networking Without an Internship”

  Link: All About Public Relations: Steven R. Van Hook’s “Should I be a PR Intern?” (HTML) and Sarah Smith’s “Networking Without an Internship” (HTML)
  
  Instructions: Please click on the links above and read these articles on internship issues.
  
  Reading these articles should take approximately 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpages above.

  See a broken link? Please let us know!

• Activity: Internship Programs

  Link: Internship Programs (HTML)
  
  Instructions: Please click on the link above to visit the Internship Programs website.  On the website, spend some time searching for internship opportunities by industry (e.g. “public relations”) and location.
  
  You should dedicate approximately 1 hour to exploring this resource.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

9.2.3 Entry Level Public Relations Jobs  

• Reading: All About Public Relations: Amanda DiSilvestro’s “How to Start a Dream Career in Public Relations” and Carlo Pandian’s “How to Get a Job in Public Relations”

  Link: All About Public Relations: Amanda DiSilvestro’s “How to Start a Dream Career in Public Relations” (HTML) and Carlo Pandian’s “How to Get a Job in Public Relations” (HTML)
  
  Instructions: Please click on the links above and read these two articles by young public relations professionals.  The authors discuss their best tips on landing a first job in PR.
  
  Reading these articles and taking notes should take approximately 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpages above.

  See a broken link? Please let us know!

9.2.4 Career Advancement  

• Reading: All About Public Relations: Amanda DiSilvestro’s “How to Start Your Own Public Relations Agency” and Mike Crawford’s “Marketing Yourself for a Public Relations Job”

  Link: All About Public Relations: Amanda DiSilvestro’s “How to Start Your Own Public Relations Agency” (HTML) and Mike Crawford’s “Marketing Yourself for a Public Relations Job” (HTML)
  
  Instructions: Please click on the links above and read these two articles written by PR professionals.  In these articles, the authors discuss advanced career options and methods in public relations.
  
  Reading these articles and taking notes should take approximately 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpages above.

  See a broken link? Please let us know!

9.3 Research: Employment Resources for Public Relations Job Placement  

• Activity: Public Relations Society of America’s “Job Center”

  Link: Public Relations Society of America’s “Job Center” (HTML)
  
  Instructions: Please click on the link above and browse the resources on this website for articles on finding work and links to employment agencies for jobs in public relations, communications, and marketing.  At the PRSA’s Job Center, you can search under “Job Seekers” for public relations jobs according to the industry and location that you desire.  At the PRSA site, you can also post your resume as well as research career and education resources.
  
  You should dedicate approximately 1 hour and 30 minutes to exploring the PRSA website.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

• Reading: All About Public Relations: Steven R. Van Hook’s “Your Future in Public Relations”

  Link: All About Public Relations: Steven R. Van Hook’s “Your Future in Public Relations” (HTML)
  
  Instructions: Please click on the link above and read the entire article.  The article provides information about career opportunities in public relations as well as links to information on large PR employers, qualifications you will need to develop, and how to advance in your career.  Please share any useful leads in the course discussion forum.
  
  Reading this article and taking notes should take approximately 30 minutes.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpages above.

  See a broken link? Please let us know!

• Activity: Database of Transnational Organizations

  Link: Database of Transnational Organizations (HTML)
  
  Instructions: Please click on the link above to visit this database, which provides links to numerous international organizations involved in governmental and non-profit activities around the world.  Scan through each database entry providing access to information about the organization, its mission, and its geographical range of activity.  Each database entry also provides a direct link to the organization’s job pages, where you can search for employment opportunities in public relations and communications.  This resource is especially useful for practitioners who hope to apply their public relations skills to government work, social marketing, and development programs.  Please share any useful information and leads in the course discussions.
  
  You should dedicate approximately 2 hours and 30 minutes to exploring this database.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

9.4 Unit 9 Discussions  

• Activity: The Saylor Foundation’s “COMM411 Discussion Board: Unit 9 Discussion”

  Link: The Saylor Foundation’s “COMM411 Discussion Board: Unit 9 Discussion” (HTML)
  
  Instructions: After reviewing the unit materials, please post and respond to the following topics on the course discussion board.  Feel free to start your own related posts, and respond to other students’ postings as well.
  
  1) Where in the world would you most like to work, and what kinds of public relations projects would you like to be involved with?
  2) What useful employment resources and job leads did you find in your research for this unit?
  3) Based on your studies in this unit, what words of advice would you offer to someone just starting out in a PR career?
  
  Posting and responding on the discussion board should take approximately 5 hours.

  See a broken link? Please let us know!

Unit 10: Professional Development  

The public relations office can be a lonely spot, hovering between the realms of internal and external interests.  Fortunately, there are many professional organizations and support systems in place for PR practitioners, including social networking that provides a means to share tips, job leads, case studies, and mutual support for colleagues facing common problems.  Successful professionals will make use of these resources, as well as make their own contribution to the expanding field of knowledge and best practices.

Unit 10 Time Advisory   show close


Unit 10 Learning Outcomes   show close


10.1 Research: Professional Resources for Career Development  

• Activity: Council of Public Relations Firms; International Association of Business Communicators; International Public Relations Association; and Public Relations Society of America

  Link: Council of Public Relations Firms (HTML); International Association of Business Communicators (HTML); International Public Relations Association (HTML); and Public Relations Society of America (HTML)
  
  Instructions: Please click on the links above to visit these organizations’ websites, which support public relations professionals.  You may want to associate with one of these organizations as you rise in a public relations career.  Please pay special attention to the many free resources they provide non-members.  For example, on the Council of Public Relations page, click the “Resources” tab to find examples of best practices, case studies, and white papers on PR topics.  On the International Association of Business Communicators page, you can click the “Jobs” tab to view job and internship opportunities, post your resume and set up job alerts.  The International Public Relations Association under the “PR Links” tab provides information on public relations associations around the world.  On the Public Relations Society of America page under the “Education Resources,” you will find professional development resources for entry-level through senior-level PR practitioners.
  
  Studying these resources should take approximately 4 hours.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpages above.

  See a broken link? Please let us know!

10.2 Forming Professional Social Networks  

• Reading: All About Public Relations: Dr. Dan Eller’s “Friendraising New PR Relationships”; Mark Macias’ “How to Effectively Promote Yourself with Networking”; and Pari Noskin Taichert’s “Put Your Networking to Work”

  Links: All About Public Relations: Dr. Dan Eller’s “Friendraising New PR Relationships” (HTML); Mark Macias’ “How to Effectively Promote Yourself with Networking” (HTML); and Pari Noskin Taichert’s “Put Your Networking to Work” (HTML)
  
  Instructions: Please click on the links above and read these articles by public relations professionals.  These articles discuss tips, tactics, and the benefits of networking for career advancement in public relations.  The very same skills you use to promote your company and causes can also be used to effectively market yourself.
  
  Reading these articles and taking notes will take approximately 1 hour.
  
  Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

  See a broken link? Please let us know!

10.3 Unit 10 Discussions  

• Activity: The Saylor Foundation’s “COMM411 Discussion Board: Unit 10 Discussion”

  Link: The Saylor Foundation’s “COMM411 Discussion Board: Unit 10 Discussion” (HTML)
  
  Instructions: After reviewing the unit materials, please post and respond to the following topics on the course discussion board.  Feel free to start your own related posts, and respond to other students’ postings as well.
  
  1) What social networks do you currently participate in?
  2) As you researched the offerings of the professional associations linked in this unit, what resources did you find especially useful?
  3) How do you feel networking may help improve your own career goals?
  
  Posting and responding on the discussion board should take approximately 5 hours.

  See a broken link? Please let us know!

Final Exam  

• Final Exam: The Saylor Foundation’s “COMM411 Final Exam”

  Link: The Saylor Foundation’s “COMM411 Final Exam”
  
  Instructions: You must be logged into your Saylor Foundation School account in order to access this exam. If you do not yet have an account, you will be able to create one, free of charge, after clicking the link.

  See a broken link? Please let us know!