Public Relations For Digital Media Specialization

Develop PR Strategy in a Digital Age

Earn a Certificate

  • Specialization via Coursera and National University of Singapore
  • $395 for 6 months
  • 3 courses + capstone project
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Public Relations For Digital Media
☆☆☆☆☆ (0 Reviews)
Prepare for a career in public relations with four hands-on courses.
Credential Type
6 months

This Specialization provides an overview of the public relations field, emphasizing the strategic role of PR management in achieving long-term business goals. You’ll study the case examples and theoretical concepts that inform PR best practices, and you’ll gain practical experience conducting qualitative and quantitative research, planning campaigns, and optimizing social media content. In the final Capstone Project, you’ll create a strategic communication plan in response to a real-world PR problem.

Incentives & Benefits

When you complete this Specialization, you’ll have practical experience with PR research, campaign planning, and content development. You’ll be prepared to apply these skills to management of real-world PR problems and campaigns, or to pursue further coursework in PR, marketing and communications, and digital media.

What You'll Learn

  • Evaluate public relations problems and conduct research to aid in problem solving
  • Develop strategic plans for addressing public relations problems
  • Implement public relations plans in social and digital media contexts

Recommended Background

    ★★★★☆ (2) 4 weeks 13th Aug, 2018
    What is Public Relations? What does a Public Relations practitioner do and what is the role of Public Relations in a technologically-connected global landscape? What is the nature of the Public Relations process and how to develop Public Relations strategies and tactics? In this course, you will learn what Public Relations is, what are some of the key growth areas in Public Relations, and the future of the practice. You will learn about the various theories of Public Relations and how to put these theories to use when carrying out Public Relations activities. The course will provide you a big picture of the Public Relations process, and the important roles of strategy and tactics in the process. This is a foundation course for students wanting to pursue careers in public relations as well as a refresher for entry level PR practitioners wanting to brush up on their knowledge of the field. Throughout the course, I will converse with you about the ongoing trends in technology and culture and the ways in which these trends are shaping PR across the globe. Come join me in this fun tour of Public Relations practice, PR theories, and the PR process. We will learn together about the nature of PR in our technologically-powered networked societies and the ways in which PR careers are being transformed by global conversations.
    ★★☆☆☆ (1) 4 weeks 3rd Sep, 2018
    Perhaps you are familiar with research. You might have learned about research or maybe you conduct research in your life. How is that different from research in Public Relations practice? In this course, you will learn the foundations of research in PR. PR research is applied research. Practical application of research allows you to improve the organization’s performance. Research can be used in many ways in Public Relations practice. For example, you can use research to analyze and assess a need for the organization, ensure your objectives are realistic and connected to your outcome, identify and describe the relevant publics, brainstorm and test messages and channels, monitor the progress of your PR efforts, show impact and effectiveness of your program. This course will provide you the basic knowledge to plan, design, and conduct research to solve a PR problem. This course is designed for students wanting to pursue careers in public relations as well as a refresher for entry level PR practitioners wanting to brush up on their knowledge of the field. Come join me in this tour of research in PR where you will learn to use research as the backbone of your strategic decisions based on evidence.
    ★★★☆☆ (2) 4 weeks 3rd Sep, 2018
    One of the most widely implemented and exciting areas of Public Relations is Public Relations Campaigns. What are PR campaigns and what are the best practices for putting together campaigns? What does the campaign process look like? How to go about putting together a campaign and evaluating it? Drawing from my experiences in researching, carrying out, and teaching campaigns, I will give you an overview of the campaign process. In this course, you will learn the structure of a PR campaign and the steps involved in putting it together. You will learn about the nuts and bolts of setting up objectives, developing strategy and creating tactics. In doing so, the course will take you through a brief tour of various campaign theories. You will also learn about the key lessons that have been derived from critical analyses and synthesis of the research on campaigns. Finally, you will pick up the key elements of campaign evaluation. I am looking forward to enjoying this journey with you in learning about PR campaigns.
    ★★★☆☆ (1) 4 weeks 20th Aug, 2018
    Have you ever wondered why some videos go viral while others flop or how some companies have successfully leveraged Facebook and Twitter to reach out to their customers and clients? How are some companies able to effectively navigate the world of social media and build thriving online communities while others flounder, crash and burn? These questions along with many others concerning the use of, management and effects of social media in today's world will be covered in this course. Embark on a journey into the realm of social media in public relations and explore the dynamics and management of social media and how it has changed public relations. We will examine the impact of digital influence, the relationship between traditional and social media as well as some of the pitfalls in the use of social media. You will also learn how to cultivate and manage relationships in social media, engage the online community, and plan and manage online content. We will also take a look at some ways of to measure and evaluate social media campaigns. Come, join me in this course and take the first step towards an exciting and rewarding career in social media.
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