Public Relations

Aims of the course

- Deepen the knowledge of public relations and distinction from other forms of marketing communication.
- Develop the skills of planning, implementation and evaluation of public relations strategies.
- Students learn about the techniques and management of strategic communication programs of public relations.

Course syllabus

1. Concept, practitioners, contexts and origins of public relations (PR)
2. Foundations of public relations
2.1 Publics
2.2 Ethical and legal considerations of PR
2.3 Communication and public opinion
2.4 Media and media relations
3. Management process of public relations
3.1 Defining public relations problem
3.2 Planning and programming
3.3 Execution
3.4 Evaluating the program
4. The practice of ublic relations
4.1 Business and industry
4.2 Goverment and politics
4.3 Nonprofit organizations, health care and education
4.4 Trade associations, professional societies and labor unions
5. Crisis Management

Course director(s)