Course Description

Public Relations or “PR” is more than just a profession. PR is a value-added capability that enables companies and organizations to maintain communication and relationships with internal and external stakeholders to achieve strategic goals. Today’s PR professional is many things — strategist, advisor, communicator, administrator, writer, visual producer, leader — responsible for delivering information and value to a variety of stakeholders.

PR practitioners come from different backgrounds such as business, marketing, the media, journalism, government, academia, non-profit, and more. Many companies and organizations around the world rely on PR to maintain their voice and visual presence, and respond to, inform, educate, raise awareness, and influence stakeholders. In this course, students will learn about theory (strategy) and execution (tactics) of PR; how and why PR is used by companies and organizations; and how PR influences the decisions and actions of stakeholders — the ultimate goals and results of PR.

Learner Outcomes

  • Understand the fundamentals, strategies, and tactics of PR.
  • Learn the various practice areas of PR.
  • Know internal and external stakeholders.
  • Know internal and external communications.
  • Learn how to develop a communication plan.
  • Learn how to engage with the media.
  • Develop basic public speaking and writing skills.
  • Learn basic business acumen.

Applies Towards the Following Certificates

Enroll Now - Select a section to enroll in
6:00PM to 9:00PM
Apr 03, 2023 to Jun 12, 2023
Web-based Instruction
Schedule and Location
Contact Hours
  • Web-based Instruction
Delivery Options
Course Fee(s)
Course Fee credit (4 units) $650.00
Potential Discount(s)
Available for Credit
4 units
Section Notes

Steps to Enroll

How to Access Your Online Course:


One business day after enrollment but no sooner than 2 weeks before the beginning of the course, you will receive an email with detailed instructions on how to access your online course. You don’t need to take any action until you receive that email. Please note that you will not be able to access your online course until all the steps highlighted in that email are complete.

Required Textbook(s):

Cutlip and Center’s Effective Public Relations, 11th Edition

ISBN: 0132669153; ISBN-13: 9780132669153

Authors: Glen M. Broom and Bey-Ling Sha


No refunds after 04/16/23
A minimum $40 non-refundable administrative fee per course is charged for all drops. See the full Drop Policy here.