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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. Key activities include defining public relations, reviewing research, identifying key issues, summarizing findings and anaylzing media communication effectiveness.  

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.
• Describing public relations tools.
• 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 the public.
• Determining the advantages and disadvantages of the different types of media.
• Creating an effective internet, and/or social media, to influence the public.
• 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.
• Explore how artificial intelligence (AI) can create different media applications after the student has created a idea to enhance the workflow and productivity.
• Evaluating using AI to prepare effective public relations presentations targeting specific audience demographics and media formats.

ACQUIRED SKILLS    

• Critical Thinking
• Decision Making
• Conflict Resolution