mkt578 | Graduate

Public Relations

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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 This course is available to take individually or To enroll, speak with an Enrollment Representative.

Course details:

Credits: 3
Continuing education units: XX
Professional development units: XX
Duration: 6

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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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    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.