Public Relations –

mkt578

(3 credits)

This course prepares students to evaluate the use of public relations in meeting organizational objectives. Students will create a response to a given public relations challenge. Other topics include media relations, promotion, public relations tools, publicity, and ethics.

This graduate-level course is 6 weeks. To enroll, speak with an Enrollment Advisor.

Topics and Objectives

The Field of Public Relations – Definition and Scope
- Describe the origin and evolution of the public relations field.
- Explain the scope, functions, and objectives of public relations.
Internal and External Stakeholders in the Public Relations Process
- Identify the public relations needs of the organization related to internal stakeholders.
- Identify the public relations needs of the organization related to external stakeholders.
Ethical and Legal Issues in Public Relations
- Evaluate the ethicality of public relations messages and practices.
- Evaluate the legality of public relations messages and practices.
Public Relations Messages for Print Media, Television, and Radio
- Select appropriate media for public relations messages.
- Create public relations messages for print media.
- Create public relations messages for television and radio.
Public Relations Messages for Web-based and Social Media
- Create public relations messages for web-based media.
- Create public relations messages for social media.
Public Relations Planning
- Develop public relations plans.

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 –

mkt578

The Field of Public Relations – Definition and Scope

Internal and External Stakeholders in the Public Relations Process

Ethical and Legal Issues in Public Relations

Public Relations Messages for Print Media, Television, and Radio

Public Relations Messages for Web-based and Social Media

Public Relations Planning

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