Public Relations Management

Catalog description

This is an upper-level course designed for students who have completed the introduction to public relations courses and have a foundation in public relations and news analysis. The course builds on introductory principles from Introduction to Public Relations to provide students who are serious about a career in public relations with an opportunity to learn about strategic planning and implementation of public relations programs. This course explores the longer-term, management-oriented aspects of public relations, where practitioners conduct research, identify communications goals, develop overall strategy and use social science research methods to evaluate the effects of campaigns. Students use a case study approach, applying management theory to real public relations cases to identify tangible communication objectives, understand the values of key audiences, develop appropriate and effective message strategies, work with the media to distribute messages and develop appropriate research methods to determine the effectiveness of their campaigns.