Public Relations

Welcome to the Public Relations course at New World University.

This course will introduce you to the concepts of strategic public relations. While not compulsory, it is recommended that you complete our Management and Introduction to Business courses first, as it is assumed that you have some general knowledge of management and business terminology, and this course will apply that to the discipline of public relations. This course is based in current research and scholarly knowledge of the public relations discipline as well as years of experience in professional public relations practice.

This course relies with our gratitude on the first edition of Mastering Public Relations edited by our friends at the Saylor Academy, and as such its long form readings are released under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License.

Course Information


Course Instructors

Editorial Team Editorial Team Author

This account is for the editorial team at New World University.

Kola Bakare Kola Bakare Author

The Importance of Public Relations: UPS Case

What Is Public Relations?

Models and Approaches to Public Relations

Public Relations as a Management Function

Organizational Factors for Excellent Public Relations

Public Relations and Organizational Effectiveness

Identifying and Prioritizing Stakeholders and Publics

Public Relations Research: The Key to Strategy

The Public Relations Process—RACE

The Practice of Public Relations

Ethics, Leadership and Counseling, and Moral Analyses

Best Practices for Excellence in Public Relations

Additional Public Relations Resources