Public Relations

Course Description

This course provides an introduction to the field of public relations. Areas covered are media relations; promotion; tools used in developing public relations and publicity, and improving customer satisfaction; relationship-building strategies; and ethics and public relations.

Topics and Objectives

The Role of Public Relations

  • Define public relations (PR).
  • Analyze the relationship between PR and marketing.
  • Explain the organizational and societal functions of PR.

Strategic Planning and Public Relations

  • Recommend strategies to build media relations and generate publicity.
  • Demonstrate how publicity and advertising can be integrated to create an effective PR campaign.
  • Create a PR Campaign.
  • Evaluate the effectiveness of a PR Campaign.

Communicating with Internal and External Publics

  • Differentiate between internal and external publics.
  • Evaluate the effectiveness of communication among an organization and its publics.
  • Evaluate the benefits and risks of using various PR communications tools and techniques to inform, influence, and motivate publics.

Crisis Management

  • Explain the need for a proactive crisis management plan.
  • Examine the role of PR in reactive crisis management.

Trends in Public Relations

  • Analyze the impact of technology and globalization on PR.

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