APR Virtual Study Course

Course Modules

Module 1 - Accreditation Process and Value

Presenter: Yolanda Stephen, MBA, APR

In this module, participants will:

• Understand what Accreditation is and why it matters.
• Review the steps required to apply for Accreditation.
• Explore the knowledge, skills, and abilities (KSAs) assessed during the Accreditation process.

Module 2 – RPIE: Research and Planning

Presenters:

• Emily Popek, APR
• Kathleen Rennie, APR, Fellow PRSA

In this module, participants will:

• Be introduced to the RPIE process.
• Understand the essential role of research at both the beginning and end of the planning process.
• Identify various research methodologies and determine when each is most appropriately used.
• Define and develop research-based goals, publics, objectives, strategies, and key messages.

Module 3 – RPIE: Implementation and Evaluation

Presenters:

• Emily Popek, APR
• Kathleen Rennie, APR, Fellow PRSA

In this module, participants will:

• Develop tactics that align with the research and planning phases of the RPIE process.
• Understand how to consider human and budgetary resources when creating a tactical plan.
• Demonstrate the ability to evaluate a campaign based on the objectives of the strategic plan.

Module 4 - Public Relations Ethics

Presenter: Cayce Myers, Ph.D., LLM., J.D., APR

In this module, participants will:

• Learn to conduct professional activities in a lawful, ethical, and principled manner.
• Understand and adhere to widely accepted standards of professional behavior, including accuracy and truthfulness, fair dealings with publics, safeguarding confidences and disclosure of information.
• Recognize ethical dilemmas and take action to address and remedy unethical conduct.

Module 5 - Public Relations Law

Presenter: Cayce Myers, Ph.D., LLM., J.D., APR

In this module, participants will: 

• ​Recognize the First Amendment as a foundational principle for public relations.
• Distinguish between commercial and corporate speech.
• Articulate conditions for libel and defenses for charges of defamation.
• Assess effects of digital record on status as public and private figure.
• Recognize and follow federal law regarding privacy (e.g. HIPAA, FERPA, DPPA), identity protection, ethical implications and digital record to effectively advise organizations on strategic adoption and effective use of technology for listening to, communicating with and engaging priority publics.
• Acknowledge and uphold applicable federal laws regarding confidentiality, disclosure, copyright, trademarks and fair use.

Module 6 - Leading the Public Relations Function

Presenter: Jason Kirsch, APR

In this module, participants will:

• Review key aspects of business literacy, including organizational structures, SEC filings, and the Sarbanes–Oxley Act.
• Refresh their understanding of resource management concepts, such as budgeting and interpreting financial statements.
• Examine line and staff roles within organizational structures and resource allocation.
• Look at problem-solving and decision-making tools, including cause-and-effect diagrams, the drill-down technique, and SWOT analysis.
• Explore the four leadership roles in public relations: communication technician, communication facilitator, problem-solving process facilitator, and expert prescriber.

Module 7 - Issues Management and Crisis Communication

Presenter: Michelle L. Marcotte, APR

In this module, participants will:

• Learn strategies for anticipating problems, minimizing risks, capitalizing on opportunities, and preventing crises.
• Examine methods for identifying, managing, and measuring risks before they escalate into crisis situations.
• Review different types of crises and the process for developing an effective crisis communication plan.

Module 8 - Managing Relationships

Presenter: Amy Hill, APR

In this module, participants will:

• Recognize the nature of different relationships and how to identify, maintain, and engage key publics like internal, external, and news media.
• Understand reputation management and why it matters.

Module 9 - Theories, Models and Concepts of Public Relations

Presenter:  Lael Wageneck, APR

In this module, participants will:

• Develop an understanding of the theories and concepts that shape how and why public relations is effective.
• Explore key communication theories, including agenda setting, two-step flow, framing, diffusion of innovation, cognitive dissonance, and agenda building.
• Examine major communication models and barriers to communication, such as press agentry/publicity, public information, two-way asymmetrical, and two-way symmetrical models.
• Review the major eras of public relations and influential historians, from the seedbed era through World Wars I and II, the booming twenties, the postwar period, the protest and empowerment era, and the digital age.