BUS 440 - Public Relations

Credits: 5
LEC hours per week: 5
This course focuses on developing the highly-attuned sense of awareness, informational and relational readiness, and communication response skills needed to successfully navigate the public relations field. Students will learn to identify and engage various “publics” comprised of a business’ internal and external stakeholders, including consumers, competitors, legislators, employees, and the media. While theories and case studies will establish a foundation of critical thinking, students will also gain hands-on experience writing public relations materials ranging from press releases to campaign narratives to crisis prevention and response plans.
Course Outcomes:

Evaluate variables, stakeholders, and goals within an organization in relation to the public.
Apply the Public Relations Society of America’s Code of Ethics within the public relations field.
Analyze audience reach, frequency, and other measurement indicators to inform media strategies.
Develop a multi-channel public relations campaign.
Write press releases.
Write crisis prevention and response plans.

Course Topics:

Audience Measurement Tools and Technology
Media Planning and Selection
Press Releases and Story Pitches
Crises Response Prevention and Planning
Cross-Channel Integrated Marketing Communications
Professional Ethics and Codes of Conduct