PR401 Intro to Strategic Communications & Public Relations

PR401 Intro to Strategic Communications & Public Relations

About This Course

This course provides an overview of the principles of strategic communications, including the history and evolution of modern-day public relations. Instructors examine public communication strategies, the media, audience identification, message development, and the role of PR and strategic communications in organizations and in society. Participants will explore the ethics of persuasion and the critical role of digital media in developing and executing a successful public communication campaign.


Course Snapshot


Once per year (Fall)


4 weeks


Course Schedule         Register Now

Businesswoman leading a presentation


Strategic communication is the total effort of an organization to inform, motivate, and connect with its various audiences. As social media and the immediacy of digital media takes over the news cycle, understanding how an organization is perceived by its internal and external audiences is essential for...

What You’ll Learn

Upon completion of this course, students will have gained the knowledge to:

  • Define and apply key ideas in the field of strategic communications;
  • Explain the differences between communication functions and specializations;
  • Identify their own values and communication frames;
  • Understand the difference between ethical and legal;
  • Evaluate audiences and identify appropriate communication channels.

The Learning Environment

This class is fully online and includes live, online sessions with the instructor.

Other Courses in this Certificate Track

Enrolling in the full certificate program allows for more comprehensive learning in regard to strategic communications and public relations.

Courses may be taken individually and in any order unless otherwise noted. Four courses are required to complete the certificate. If pursuing the certificate, all courses in the certificate program must be completed within three years. Visit the program page for a recommended sequence.