Public Relations –

mkt438

(3 credits)

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.

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

Topics and Objectives

The Role of Public Relations
- Define public relations (PR).
- Analyze the relationship between PR and marketing.
- Analyze the similarities and differences between proactive and reactive PR.
- Create a PR Campaign.
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.
- Evaluate the effectiveness of a PR Campaign.
- Explain the organizational and societal functions of PR.
Communicating with Internal and External Publics
- Differentiate between internal and external publics.
- Evaluate the effectiveness of communication between 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.

The University of Phoenix reserves the right to modify courses.
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.

Public Relations –

mkt438

The Role of Public Relations

Strategic Planning and Public Relations

Communicating with Internal and External Publics

Crisis Management

Trends in Public Relations

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