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Crisis Management and Crisis Communication
- Evaluate the benefits and risks of using various public relations crisis communication strategies to inform, influence, and communicate with an organization’s publics.
- Determine appropriate messages to communicate to an organization’s key publics during a crisis.
Public Relations Ethics and Social Responsibilities
- Compare the responsibilities and potential conflicts of public relations practitioners.
- Identify public relations strategies for making ethical decisions in organizations.
- Explain how public relations can balance the concepts of corporate social responsibility and reputation management.
The Role of Public Relations in Marketing Communications
- 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.
- Identify key communication trends in the media.
- Virtual Organizations
- Compare communication techniques for building relationships with media.
- Determine the factors that cause media relations activities to succeed or fail.
Public Relations and Messaging
- Identify appropriate communications tools to reach an organization’s publics.
- Create appropriate communications messages for different publics.
- Explain the role of the Internet in public relations communications.
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