Introduces public relations as a marketing activity and focuses on media relations, publicity, strategic planning, public relations research, communication with multiple audiences, and the elements of an effective public relations campaign to influence public opinion. Equips students with the basic skills for writing publicity materials and coordinating media kits.

If you do well in this course, you will be able to:

1. Explain the purpose and functions of public relations.
2. Distinguish between the activities of public relations, advertising, and marketing.
3. Describe how public relations builds and maintains relationships and persuades public opinion.
4. Give examples to illustrate how public relations has been used to mobilize public opinion and to promote change.
5. Explain the importance of ethical behavior and how it relates to public relations.
6. Give examples of various types of public relations a company may use.
7. Successfully write a press release and develop a basic media kit.

Possible Assignments Include: (Subject to change each semester. The actual assignments are available in the Syllabus in the Blackboard course site on the first day of classes.)

Your final grade may be based on the following scale. Please note that you must also pass one of the two proctored exams in order to pass the course, regardless of your scores on the other assignments.

There are 2 proctored exams in this course.

Last Updated: July 26, 2016