Learning Outcomes

In this free course, you will learn how to:

• Discuss the importance of achieving goals and objectives
• Define the RACE acronym
• Compare and contrast the four primary areas of functional responsibility
• State the importance of strategic management within each PR function
• Identify how to morally analyze a business plan
• Define the terms excellence and effectiveness in regards to PR management
• Recall the variables identified in Grunig’s Excellence Study
• Distinguish between strategic objectives and ineffective objectives
• Distinguish between each of the PR functions
• Review the role of ethics in relation to PR