Public Relations at UCT Cape Town

An introduction to public relations and its purpose in a company’s broader marketing strategy, as well as PR career paths and planning.

• Define what public relations entails (its purpose and functions)
• Research the current media landscape and its effect on the PR industry
• Review public relations career paths and planning
• Outline the relationship between PR, advertising, marketing, digital marketing, and social media
• Describe how PR forms part of an integrated marketing strategy
• Explain the relationship between PR and brand management
• Identify the basic principles of public relations as they relate to specific example scenarios

Learn about different types of stakeholders in public relations, and explore how these roles influence the organisation.

• Identify an organisation's stakeholders
• Outline the different types of external stakeholders
• Describe the importance of being aware of your business's financial audiences
• Discuss the importance of sociocultural awareness
• Review the importance of good internal communication
• Explain the potential impact of macro factors on public relations
• Outline the relationship between the PR industry and the government
• Discuss the role and principles of ethics in the field
• Summarise the effects of corporate social responsibility (CSR) and lobbying on a company's reputation

Learn practical writing skills required to write effectively for traditional and online media channels.

• Review general and specific traditional media writing skills
• Outline the differences between traditional and online media, and how writing for online media is unique
• Show which skills are necessary for good interviews and presentations
• Apply the skills and traits of a successful PR practitioner
• Choose how to respond to practical scenarios, using appropriate writing, interview, and presentation skills

Discover how to manage relationships with various media professionals.

• Review the fundamentals of valuable relationships with the media
• Identify methods to meet your objectives in a media relations campaign
• Outline the advantages of forming relationships with different stakeholders as part of an earned media relations strategy
• Explain the difference between a blogger and influencer
• Show how to build and maintain relationships with bloggers and influencers
• Choose how to handle and respond to scenarios with positive relationship building being the goal

Gain insight into public relations and the internet, and tools you can use for Web PR.

• Describe the relationship between PR and the internet
• Identify online tools to successfully manage PR efforts
• Apply good practices for managing websites and blogs as PR tools
• Analyse why it is important for PR professionals to monitor the internet
• Differentiate between the various online platforms and options that can be used for public relations

Discover how social media channels can be used as PR tools as part of an integrated approach to public relations.

• Discuss the significance of social media in the PR industry
• Explain how viral exposure can affect a company's reputation and how to plan a viral campaign
• Review the benefits of the various social media networks and platforms as public relations tools
• Explain how viral exposure can affect a company's reputation and how to plan a viral campaign
• Use measurement tools to monitor the efficacy of a PR campaign
• Select which social media platforms can be used for effective online reputation management

Learn about traditional PR promotional events and activities.

• Outline important considerations for hosting launches, events, and activations
• Explain the value of integrating physical public relations events and activities with an organisation’s brand and message
• Discuss which elements are key to successful sponsorships and publicity stunts
• Illustrate the benefits of using good speakers or personal appearances as an effective PR tool
• Investigate how appearing on a talk show can boost a company's public image
• Recommend ways to successfully use media to promote a chosen business in terms of public relations

Discover the vital role that crisis and brand management plays in public relations.

• Describe different types of issues, crises, and their potential catalysts
• Identify the scope of a crisis
• Illustrate how to establish crisis management teams
• Analyse a situation to plan an appropriate response
• Justify the value of post-crisis analyses
• Decide on an appropriate response to practical examples where crisis management is necessary

Learn how to implement a successful public relations campaign measurement plan.

• Explain the importance and benefits of measuring PR activities
• Use the principles and methods of online measuring to show true value in your organisation
• Investigate the various analytics tools you can use to monitor and measure your PR efforts
• Analyse your PR objectives in order to measure, track, and monitor relevant information
• Decide which of the various analytics tools available would be most suitable to your context
• Recommend ways to measure the effectiveness of PR efforts, using online and traditional methods

Discover the different elements involved in creating a public relations plan.

• Explain the benefits of creating a public relations plan
• Apply the relevant tools, tactics, and resources available to the PR practitioner
• Investigate which elements should be in a PR plan
• Recommend the benefits of having PR as part of an integrated marketing plan
• Write an outline of a public relations plan for a case study business