Public Relations

The course presents issues related to the ways individuals and organizations represent themselves to their respective publics. Public relations is a communication function within the organization which influences internal and external audiences.

UPON COMPLETION OF THE COURSE, THE STUDENT WILL BE COMPETENT IN:

• Defining public relations as a communication function within an organization.
• Describing the art and science of Public Relations.
• Listing and discussing the different kinds of PR research.
• Researching PR audiences and issues using technical and critical thinking skills.
• Identifying key issues that affect specific diverse audiences.
• Summarizing the legal, ethical, and moral considerations inherent in public relations.
• Discussing how management affects the public relations of a company.
• Listing and describing public relations tools.
• Listing and describing organizational publics such as government, media, internal publics, community groups, special interests, etc.
• Considering the values and opinions of the various publics when designing public relations positions and programs that are persuasive.
• Discussing the role of Public Relations in government.
• Analyzing the effectiveness of the various media for influencing publics.
• Determining the advantages and disadvantages of the different types of media.
• Using effective business writing skills to compose a news release.
• Creating an effective radio announcement to influence a public.
• Using critical thinking skills to plan and to design a fund raising event.
• Analyzing a crisis and developing a message which would build the image of an organization of a person.
• Determining the goal, the theme, and the media for a persuasive campaign.
• Developing a code of ethics to guide a PR career.