The role of public relations is crucial in effectively developing an organization’s long-term reputation and image. This course pulls together all of the communication pieces that can be used to influence the firm’s public image and to establish it’s position in the marketplace. Specific content will include identification and nuances of publics, paid advertising versus earned publicity, crisis communications, special events, community relations, internal marketing, blogging, paid social media, media training, the press release and media kit, ethics, and current PR trends across various industries and consumer groups. Students will explore useful tools for PR programs and how to develop a PR plan for their local clients and will integrate it into the larger strategic marketing plan throughout this module.
3 credits | 5 wks