Public Relations: Principles and Practice


This course delves into PR’s role in integrated marketing communications (IMC). It covers theoretical aspects and practical exercises, offering a global perspective with a focus on digital communication strategies. Learn to plan and execute PR programs, including research, budgeting, team management, digital technologies, and evaluation.  This is an invaluable companion for PR professionals and students alike.

Enable Group Purchase

As an institution that is responsive to changing student requirements in certain sectors of the market, we have introduced an online option offering shorter courses. These courses provide quick wins for busy professionals and can fast-track careers in a matter of weeks or months. Professionals can stay at the cutting edge of industry-relevant skills development, as they compete in the dynamic 4IR (fourth industrial revolution) job market. Like our distance courses, our online courses allow you to register at any time.  Studying is flexible and can be scheduled according to your needs.


12 Months


You can start studying this course at any time of the year as soon as you have completed your registration, you can get started. There are no specific registration dates!


Study Phase 1: Quiz 1

  • Part 1: Public Relations in Context
  • Integrating marketing, advertising, and public relations
  • The role of public opinion and research in PR
  • Public relations, ethics, and corporate social responsibility
  • Part 2: Public relations and communications
  • Strategic communication: theories and techniques
  • Global PR communication
  • Digital communication strategies

Study Phase 2: Quiz 2

  • Part 3: Public relations in practice
  • Planning and executing a PR program
  • Public relations budgeting
  • Motivating and leading PR teams
  • Digital technology and PR
  • PR research for evaluating the effectiveness

Study Phase 3: Quiz 3

  • Part 4: Management Perspectives on Public Relations
  • PR as a management function
  • A PR perspective on project management
  • Media relationship management

Work through the workbook. At the end of each Study Phase, there is a quiz to complete. You need to complete and pass each of the quizzes with a minimum of 70% to get a certificate. No restrictions on your attempts.


1. Outline the interrelationship between marketing, advertising, and public relations (PR), describing their individual disciplines and collective integration.
2. Distinguish between different key disciplines of PR such as internal communication, public affairs, publicity, reputation management, crisis management, corporate social responsibility (CSR), and financial PR.
3. Contrast PR with marketing communication, advertising, and journalism, demonstrating an understanding of their unique roles and functions.
4. Discuss areas of PR practice, including their strategies and methodologies, and how they contribute to overall business objectives.
5. Motivate for the usage of either a PR consultancy or in-house PR practice, analysing the advantages and challenges of each approach.
6. Explain how public opinion is formed and influenced, and assess its impact on public behaviour and public policy.
7. Evaluate the relationship between mass media and PR, exploring the impacts of mass media on public opinion.
8. Apply theories of cognitive dissonance and threshold of consciousness to understand public opinion dynamics in PR contexts.
9. Analyse the impact of influencers on public opinion, developing strategies to engage and collaborate with influencers for PR objectives.
10. Develop and implement PR campaigns that effectively use media channels, target appropriate audiences, and achieve desired outcomes.

Enquire Now

We use cookies to give you the best possible browsing experience. By continuing to browse this website you agree to the terms outlined in our Privacy Notice.