INTRODUCTION
This is a course that ushers you into the fledging and glamorous sequence of mass communication public relations. It gives you an understanding of the fundamentals of public relations, and its role in the dynamic modern society. The course takes a global view of the subject and is designed to position the students on a platform that will prepare them for entry into the challenging discipline of mass communication in general and public relations in particular.
The illustrations and examples draws from a rich blend of African set up and foreign public relations settings. Attempt has been made in the course to blend theory and practice at the fundamental levels. The course takes into account that most of the users are beginners and who are not likely to be professionals in the field since they are first year undergraduates who may be entirely new in the discipline of mass communication in general and public relations in particular.
This course guide has been designed to give you the required information about the course. This includes the course structure, aims and objectives of the course, how you will be assessed and examined and time schedule for each of the assignment and other course related activities.
What You will Learn in this Course
This course is written for students who need to learn basic concepts in the field of public relations. It will enable you acquire the basic knowledge about the public relations field. The course will prepare you to participate effectively in any intellectual discourse as well as the basic practical knowledge on the functions and uses of public relations in the society.
Through this course, students will gain the basic understanding of public relations as a persuasive communication tool that plays an important role in human society of business and governance.
Course Aims
The course aims at empowering every beginner in the field of public relations with the rudimentary knowledge of the vast nature of public relations, its publics, media and tools of public relations. In addition, it will expose the student to the process, complexities and functions of public relations as a subset of mass communication.
Course Objectives
At the end of the course, you should be able to:
- Be fully exposed to the fundamentals and basics of public relations as a subset of mass communication.
- Have been exposed to the various functions and roles that public relations plays as a marketing communication tool and the public relations network in the complex area of marketing communication.
- Be acquainted with the contents and basic of planning and organizing public relations programmes.
Course Features
- Lectures 14
- Quizzes 0
- Duration 10 weeks
- Skill level All levels
- Language English
- Students 256
- Assessments Yes
Curriculum
- 3 Sections
- 14 Lessons
- 10 Weeks
- MODULE 1: Meaning and Scope of Public RelationsINTRODUCTION Many scholars and practitioners have presented various definitions of public relations, based on their knowledge, experience and perspectives. These definitions would assist you to appreciate and evaluate the role and functions of public relations. One thing common to these definitions is that public relations is undertaken to create and sustain goodwill and harmony among the various entities and institutions of society. OBJECTIVES At the end of this module, you should be able to: • Recall accurately two or three definitions of public relations. • Explain the basic ideas common to all these definitions. • Come up with your own definition of public relations derived from the ones stated in the module.4
- MODULE 2: EVOLUTION AND PROCESS OF PUBLIC RELATI0NSINTRODUCTION History enables us to know where we are coming from so that we can have a good understanding of where we are and a guide for the future. In this unit, we shall take a look at the development of public relations at the global level. Studying how Public Relations evolved will help you understand its place and purpose in society. OBJECTIVES At the end of this unit, you should be able to: • Explain how public relations evolved from its earliest origins. • Describes the pioneering role of the fathers of modern public relations like Ivy Lee, Edward Bernays, Rex Harlow in the growth of public relations.5
- MODULE 3 – PUBLIC RELATIONS PRACTICEPublic Relations as we explained at the beginning of this course, is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its publics. This implies that the establishment and maintenance of this mutual understanding must be planned and provided. The axiom proper planning prevent poor performance holds true in all public relations situations. Good and effective public relations involves good planning. 2.0 OBJECTIVES At the end of thus unit, you should be able: Identify the importance of planning public relation activities and programmes. Enumerate three public relations process planning models and their usefulness. Outline the steps involved in public relations planning5
