Public Relations And Message Management –

com352

(3 credits)

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. This course is available to take individually or as part of a degree or certificate program. To enroll, speak with an Enrollment Advisor.

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.

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.

Media Relations

  • Virtual Organizations
  • Identify key communication trends in the media.
  • Compare communication techniques for building relationships with media.
  • Determine the factors that cause media relations activities to succeed or fail.

Crisis Management and Crisis Communication

  • 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.

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.

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