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.
The Role of Public Relations in Marketing Communications
Analyze the role of public relations in an organization.
Identify appropriate public relations functions that fulfill organizational objectives.
Explain the relationship among public relations, marketing, and advertising.
Public Relations Ethics and Social Responsibilities
Identify public relations strategies for making ethical decisions in organizations.
Compare the responsibilities and potential conflicts of public relations practitioners.
Explain how public relations can balance the concepts of corporate social responsibility and reputation management.
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.
Determine the factors that cause media relations activities to succeed or fail.
Compare communication techniques for building relationships with media.
Identify key communication trends in the media.
Public Relations and Messaging
Explain the role of the Internet in public relations communications.
Create appropriate communications messages for different publics.
Identify appropriate communications tools to reach an organization’s publics.
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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 Advisor.
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.