mkt578 | Graduate
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Ethical and Legal issues, Public Relations Goals, Research, and Constructing the Message
- 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.
PR Strategy and Tools for Influencing 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.
Web-Based and Social Media, and Crisis Management
- 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.
Control Systems, Evaluation of Success, and Trends in Public Relations
- 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.
Understanding Public Relations â Definition and Purpose
- 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.
The Elements of a Public Relations Plan, the PR Issue, and 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.
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