bscom385 | undergraduate

Public Relations And Message Management

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This course focuses on the role of public relations in marketing communications and how it can be used to attain organizational marketing and sales objectives. Topics covered in this course include media relations, relationship-building strategies, crisis communication, ethics, and the development of public relations messages.

This undergraduate-level course is 5 weeks To enroll, speak with an Enrollment Representative.

Course details:

Credits: 3
Continuing education units: XX
Professional development units: XX
Duration: 5 weeks

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    Working With the Media

    • Determine the factors that cause media relations activities to succeed or fail.
    • Explain the role of the Internet in public relations communications.
    • Identify key communication trends in the media.
    • Compare communication techniques for building relationships with media.

    Audiences & Messaging

    • Identify appropriate communications tools to reach an organization’s publics.
    • Create appropriate communications messages for different publics.
    • Explain why messages for different publics need to employ differing strategies.

    Crisis Communication & Management

    • Determine appropriate messages to communicate to an organization’s key publics during a crisis.
    • Evaluate the benefits and risks of using various public relations crisis communication strategies to inform, influence, and communicate with an organization’s publics.
    • Explain how crisis communication differs from other forms of public relations.

    Media Ethics, Values, and Legal Principles

    • Compare the responsibilities and potential conflicts of public relations practitioners.
    • Identify public relations strategies for making ethical decisions in organizations.
    • Describe the primary laws that inform public relations practice.
    • Explain how public relations can balance the concepts of corporate social responsibility and reputation management.

    The Practice of PR and Its Role in Marketing Communication

    • Define the role and primary purposes of public relations strategies.
    • Analyze the role of public relations in an organization.
    • Explain the relationship among public relations, marketing, and advertising.
    • Identify appropriate public relations functions that fulfill organizational objectives.
    Tuition for individual courses varies. For more information, please call or chat live with an Enrollment Representative.

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    Teacher Rate: For some courses, special tuition rates are available for current, certified P-12 teachers and administrators. Please speak with an Enrollment Representative today for more details.

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    While widely available, not all programs are available in all locations or in both online and on-campus formats. Please check with a University Enrollment Representative.

    Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.