MKT 541 PUBLIC RELATIONS STRATEGIES

This course involves students examining the role, process, strategy, tactics, and application of public relations from an integrated perspective including the similarities and difference compared to advertising, marketing, and journalism. Students will be exposed to the legal, ethical, social responsibility, and professional standards of the field and explore how persuasion, public opinion and crisis communications are influenced in a dynamic, technology driven global society. Students will examine research techniques as a method to systematically gather information about an organization's environment, stakeholders, and competitors. Emphasis will be on developing public relation documents including media releases, pitches, and social media communications. Students will work in teams to develop and propose a full public relations program plan for an actual client.

Credits

Prerequisite

Master's level students: MKT 550. Bachelor's level students: MKT 202.

Distribution

MARKETING