Duration of the online course: 7 hours and 51 minutes
5
(6)
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.
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?
7 hours and 51 minutes of online video course
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Course comments: Introduction to Public Relations
Muruhuka Augustin
This is my first day and my first experience with this amazing course. I'm incredibly happy and annoying the learning our able trainer.
Felicia
she’s an excellent teacher and is the best way to get grounded in the foundations of Public Relations