课程介绍

 

　　WhatisPublicRelations?WhatdoesaPublicRelationspractitionerdoandwhatistheroleofPublicRelationsinatechnologically-connectedgloballandscape?WhatisthenatureofthePublicRelationsprocessandhowtodevelopPublicRelationsstrategiesandtactics?Inthiscourse,youwilllearnwhatPublicRelationsis,whataresomeofthekeygrowthareasinPublicRelations,andthefutureofthepractice.YouwilllearnaboutthevarioustheoriesofPublicRelationsandhowtoputthesetheoriestousewhencarryingoutPublicRelationsactivities.ThecoursewillprovideyouabigpictureofthePublicRelationsprocess,andtheimportantrolesofstrategyandtacticsintheprocess.ThisisafoundationcourseforstudentswantingtopursuecareersinpublicrelationsaswellasarefresherforentrylevelPRpractitionerswantingtobrushupontheirknowledgeofthefield.Throughoutthecourse,IwillconversewithyouabouttheongoingtrendsintechnologyandcultureandthewaysinwhichthesetrendsareshapingPRacrosstheglobe.ComejoinmeinthisfuntourofPublicRelationspractice,PRtheories,andthePRprocess.WewilllearntogetheraboutthenatureofPRinourtechnologically-powerednetworkedsocietiesandthewaysinwhichPRcareersarebeingtransformedbyglobalconversations.

 

　　课程目录

 

　　1IntroductiontoPublicRelationsinNewMediaEnvironment

 

　　1.1WelcomeVideo

 

　　1.2.1IntroductiontoPRPart1-DefinitionofPublicRelations

 

　　1.2.2IntroductiontoPRPart2-PublicRelationsFunctions

 

　　1.3.1PublicRelationsSkillsetsPart1-Writing

 

　　1.3.2PublicRelationsSkillsetsPart2-Research

 

　　1.4.1RolesofaPRPractitionerPart1-ADayIntheLifeofaPRPractitioner

 

　　1.4.2RolesofaPRPractitionerPart2-Activities

 

　　1.5PRJobsandTrends

 

　　1.6.1PublicRelationsOrganizationsPart1-RolesPerformedbyPRPractitioners

 

　　1.6.2PublicRelationsOrganizationsPart2-EmergingTrends

 

　　1.7NewMedia-DefinitionandTrends

 

　　2PublicRelationsTheory

 

　　2.1PublicRelationsTheory-Whatistheory

 

　　2.4.1Dialogue

 

　　2.7.1-TheoriesofPublic

 

　　2.7.1-TheoriesofPublic

 

　　2.3.1ExcellenceTheory

 

　　2.5.1-CriticalTheoryPart1-KeyElementsofCriticalTheory

 

　　2.3.2.RelationshipManagementTheory

 

　　2.7.2-TheoriesPublicOpinion

 

　　2.2PublicRelationsTheory-Gruning-HuntModel

 

　　2.4.2-EngagementTheoriesPart1-EngagementandThePracticeofPRinSocialMediaLandscape

 

　　2.5.2-CriticalTheoryPart2-Culture-CenteredApproachinCriticalPublicRelations

 

　　2.4.3-EngagementTheoriesPart2-EngagementandPolicy

 

　　2.4.3-EngagementTheoriesPart2-EngagementandPolicy

 

　　2.3PublicRelationsTheory-Excellence,RelationshipManagement,andRhetoricalTheory

 

　　2.3.3-RhetoricalTheory

 

　　2.4

 

　　2.4DialogueandEngagementTheories

 

　　2.5PublicRelations-CriticalTheory

 

　　2.6-TheoriesofMedia

 

　　2.7-TheoriesofPublicandPublicOpinion

 

　　2.8.TheoriesofPersuasion

 

　　3PublicRelationsStrategy

 

　　3.1StrategyandTactics

 

　　3.5.1-Objective

 

　　3.2PublicRelationsPlanningProcess

 

　　3.5.2-StrategyOverview

 

　　3.3Research

 

　　3.5.3-ProactiveStrategy

 

　　3.4-Audience

 

　　3.5.4-ReactiveStrategy

 

　　3.5-ObjectivesandStrategy

 

　　3-5-5-MessageStrategyPart1-Source

 

　　3.5.6-MessageStrategyPart2-Content

 

　　4PublicRelationsTactics,Trends,andSkillsfortheFuture

 

　　4.1PublicRelationsTactics,Trends,andSkillsfortheFuture

 

　　4.2PRTrends

 

　　4.3-PRSkillsoftheFuture