Advanced Public Relations Strategies.

Catalog description

This course is a survey of theories of public relations and their practice by business, government, politicians, and non-profits. Assignments and discussions will emphasize case studies and the application of theory to provide an in-depth understanding of planning, executing, and evaluating a public relations campaign. Lectures and readings will cover a campaign's components: assessing the situation, developing key messages, delineating targeted publics, disseminating the message through various channels, and measuring effectiveness. Emphasis will be made on new media, social networks, blogs, and other communication platforms.