PR Branding Campaigns

Catalog description

This course provides a comprehensive overview of the PR strategic planning process within an integrated marketing communications plan. Students conduct environmental scanning on assessing a company’s business goals and objectives in creating an effective communications plan that targets key audiences and stakeholders across traditional and digital media platforms. Throughout, students understand how strategic insights drive all aspects of the messaging (paid, earned, shared, owned), to deliver measurable results that tie the business goals and objectives to the public relations strategy.