2021-2022 Catalog [ARCHIVED CATALOG]
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COMM 211 - Introduction to Public Relations
PREREQUISITES: ENGL 111 - English Composition
PROGRAM: Communication
CREDIT HOURS: 3
LECTURE HOURS: 3
DATE OF LAST REVISION: Fall, 2018
The course provides an introduction to the concepts, principles, and practices of public relations, from the historical to the contemporary, including public relations philosophy and theory. The course will focus on topics such as the origins of public relations, the functions and practices of public relations from past to present, ethics and law, message strategies, and research methods pertaining to public relations.
MAJOR COURSE LEARNING OBJECTIVES: Upon successful completion of this course the student will be expected to:
- Define public relations and distinguish it from other management functions.
- Describe how public relations evolved.
- Discuss the roles of the individual in public relations, the public relations department, and the public relations firm.
- Describe the purposes, functions, and processes of public relations activities, including research methods, program planning, communication strategies, and evaluation techniques.
- Create and evaluate strategies for utilizing persuasion in public relations while demonstrating appropriate awareness and consideration of public opinion, the audience, various media and technologies, and the law.
- Identify and describe the various contexts for public relations, including corporations, politics and government, international public relations, nonprofit organizations, education, entertainment, sports, and travel.
- Create ethical approaches for solving public relations problems and evaluate crises management strategies in real-life scenarios.
- Engage in the public relations process and critically evaluate public relations techniques and campaigns through the use of case studies.
- Demonstrate writing and presentational skills appropriate for public relations professionals.
- Use of effective public relations skills and related technologies within the public relations context.
COURSE CONTENT: Topical areas of study include -
Definitions and evolution of public relations
Ethics, law, and professionalism
Public relations roles - individuals, departments, firms
Public relations research methods - techniques and designs
Program planning
Communication - definitions, concepts, theories, strategies
Written, spoken, and visual strategies
Crisis communication
Measurement and evaluation of public relations programs
Persuasion - concepts and theories
Propaganda and manipulation
Public opinion
The public relations audience
Internet and other technologies
Applied public relations in various national and international institutions
Diversity and Multiculturalism
Course Addendum - Syllabus (Click to expand)
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