What are SMART objectives in a public relations program plan?

SMART objectives are specific, measurable, achievable, relevant, and time-bound goals that guide PR activities and make results easier to evaluate.

What is the difference between libel and slander in public relations?

Libel is defamatory communication in a fixed form, such as writing or online content, while slander is spoken defamation.

Why is a situation statement included in the PR planning process?

It defines the problem or opportunity the campaign will address, providing the research-based context for goals, strategies, and tactics.

Free Course Image Introduction to Public Relations

Free online course Introduction to Public Relations

Duration of the online course: 7 hours and 51 minutes

(8)

Build PR skills to shape reputation and influence public opinion in this free online course—cover ethics, planning, media tools, and evaluation.

In this free course, learn about

Foundations of Public Relations
The Public Relations Process
Audiences, Persuasion, and Media Relations
PR Planning and Event Management

About the free online course

Public relations is more than publicity. It is the disciplined work of building trust, protecting credibility, and creating communication that serves both an organization and the public. In this course, you will develop a clear understanding of what PR is, what it is not, and why it matters in business, marketing, and the public policy arena—especially when messages can quickly shape opinion, behavior, and community outcomes.

You will explore the purpose of public relations from an academic perspective and connect it to real-world practice: defining the problem, learning how research guides decisions, and translating insights into a program plan with objectives that are specific and measurable. This foundation helps you move beyond vague awareness goals and toward outcomes you can justify to stakeholders, whether you are supporting a campaign, advising leadership, or communicating on behalf of a public-facing institution.

Ethics is treated as a core competency rather than an afterthought. You will examine how PR professionals evaluate choices, balance competing responsibilities, and make decisions that stand up to scrutiny. Along the way, you will consider persuasion and its boundaries, including the ethical issues that arise when messages are designed to influence others.

To connect strategy with action, the course addresses implementation, the role of communication tools, and why evaluation is essential. You will also learn how PR adapts for diverse audiences, with attention to the difference between diversity-focused communication and international or global approaches. As you work with media-oriented writing and digital communication practices, you will strengthen your ability to craft clear messages while recognizing legal risks such as defamation and the practical distinction between libel and slander.

Finally, you will look at the day-to-day life of PR and the planning of events, including why defining the exact type of event is crucial before decisions about format, messaging, and success metrics can be made. By the end, you will have a cohesive view of the PR process—from situation analysis to evaluation—ready to apply to organizational communication, campaigns, and public-interest initiatives.

Course content

Video class: [JOUR 111] What is Public Relations? Part 1 48m
Exercise: What is the purpose of public relations according to the academic definition provided in the introduction to Public Relations course?
Video class: [JOUR 111] What is Public Relations? Part 2 24m
Exercise: What is the primary purpose of public relations according to the Introduction to Public Relations lecture from Biola University?
Video class: [JOUR 111] Ethics in Public Relations 51m
Exercise: Which of the following is not one of the six steps to making an ethical decision in public relations as outlined in the 'Introduction to Public Relations'?

Video class: [JOUR 111] Research and Programming 53m
Exercise: In the context of Public Relations (PR), why is it important to create SMART objectives in a program plan?
Video class: [JOUR 111] Implementation and Evaluation 46m
Exercise: What is considered the most visible part of the PR plan, and why do people often only think of this phase when they think about public relations?
Video class: [JOUR 111] The Life of Public Relations 47m
Exercise: What is the primary function of public relations as discussed in the Introduction to Public Relations course by Biola University?

Video class: [JOUR 111] Reaching Diverse Audiences and Press Release Tools 34m
Exercise: In the context of Public Relations campaigns, what is the primary distinction between diversity PR and international/global PR?
Video class: [JOUR 111] Public Opinion and Persuasion 42m
Exercise: In the context of public relations, which aspect is NOT one of the ethical considerations when engaging in persuasion?
Video class: [JOUR 111] Digital Communication and Press Release 1h02m
Exercise: What is the primary difference between libel and slander in the context of defamation?

Video class: [JOUR 111] Summary of the PR Process 31m
Exercise: What is the main purpose of including a situation or problem statement in the PR process according to the provided text?
Video class: [JOUR 111] Overview of the Planning of Events - Carolyn Kim 30m
Exercise: In the context of public relations, why is it important to define the specific type of event you are planning?

Learn aboutPublic Relations

Explore free online Public Relations courses and build essential PR skills at your own pace. Learn media relations, strategic communication, brand reputation, crisis management, press releases, and digital PR from trusted providers. Enroll today, study online for free, and earn a certificate to showcase your public relations expertise.