MKT/438 - PUBLIC RELATIONS
Course Description
This course provides an introduction to the field of public relations. Areas covered are media relations; promotion; tools used in developing public relations and publicity, and improving customer satisfaction; relationship-building strategies; and ethics and public relations.
Course Objectives
The Role of Public Relations
- Define public relations and its role in achieving organizational objectives.
- Analyze the relationship between public relations and marketing, with a focus on both similarities and differences.
- Assess the importance of good media relations in building and maintaining an organization's reputation.
Internal Public Relations
- Differentiate between internal relations and employee relations.
- Examine the various internal publics for an organization, and describe how management communicates with each.
External Public Relations
- Differentiate between internal and external publics.
- Evaluate the influence of public opinion within external public relations.
- Differentiate between the types of communication required for community, government, and investor relations.
- Explain the role of public relations in marketing communications.
Crisis Management
- Explain the need for a proactive crisis management plan.
- Examine the role of public relations in reactive crisis management.
- Evaluate the role of ethics and values in public relations.
- Analyze the various legal considerations for public relations.
Trends in Public Relations
- Analyze the impact of technology and globalization on public relations.
- Analyze the role and impact of social media on news and public opinion.
Prerequisites
NoneDisclaimers
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While widely available, not all programs are available in all locations or in both online and on-campus formats. More information about eligibility requirements, policies, and procedures can be found in the catalog.
Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.