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Course level: Graduate
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 requires proof of completion of a Bachelor's degree. Be prepared to provide documentation during the checkout process.
What you'll learn
Course skills and outcomes
- Define the scope and functions of public relations.
- Compare public relations with the marketing function.
- Evaluate methods of building long-term relationships with key target groups.
- Identify the elements of a comprehensive PR Plan.
- Analyze the specific PR Issue.
- Recommend the relevant internal and/or external target groups.
- Explain the rationale for choosing the primary target group.
- Investigate relevant ethical and legal issues in a PR campaign.
- Decide on the PR goals the campaign will accomplish.
- Appraise the strengths and weaknesses of different PR research methods.
- Design the specific message to be communicated to the target group.
- Decide on an over-arching strategy for the PR Campaign.
- Prioritize the most effective media to communicate the message to the target group.
- Examine the applicability of traditional media to communicate the message.
- Examine the applicability of web-based media to communicate the message.
- Examine the applicability of social media to communicate the message.
- Structure a crisis management plan that communicates a clear message.
- Justify the control system used to guide and correct the PR campaign.
- Measure the degree of success in accomplishing the goals of the PR campaign.