MKT/578 - PUBLIC RELATIONS

Course Description

This course prepares students to evaluate the use of public relations in meeting organizational objectives. Students will create a response to a given public relations challenge. Other topics include media relations, promotion, public relations tools, publicity, and ethics.

This graduate course is 6 weeks.

This course has a prerequisite. Please see details in the Prerequisite section below.

PLEASE NOTE:
Attendance and participation are mandatory in all university courses, and specific requirements may differ by course. If attendance requirements are not met, a student may be removed from the course. Please review the Course Attendance Policy in the Catalog for more information.

Course Objectives

Week 1

Define the scope and functions of public relations.
Compare public relations with the marketing function.
Evaluate methods of building long-term relationships with key target groups.

Week 2

Identify the elements of a comprehensive PR Plan.
Analyze the specific PR Issue.
Recommend the relevant internal and/or external target groups.
Explain the rationale for choosing the primary target group.

Week 3

Investigate relevant ethical and legal issues in a PR campaign.
Decide on the PR goals the campaign will accomplish.
Appraise the strengths and weaknesses of different PR research methods.
Design the specific message to be communicated to the target group.

Week 4

Decide on an over-arching strategy for the PR Campaign.
Prioritize the most effective media to communicate the message to the target group.
Examine the applicability of traditional media to communicate the message.

Week 5

Examine the applicability of web-based media to communicate the message.
Examine the applicability of social media to communicate the message.
Structure a crisis management plan that communicates a clear message.

Week 6

Justify the control system used to guide and correct the PR campaign.
Measure the degree of success in accomplishing the goals of the PR campaign.

Notes

During the checkout process you will be prompted to provide proof of the requirement(s). If you completed the prerequisite at another institution be prepared to upload an official/unofficial transcript. If you have questions about meeting the prerequisite requirements for this course please contact an enrollment representative at 866-354-1800.

Prerequisites

This graduate level course requires proof of completion of a Bachelor's degree. Be prepared to provide documentation during the checkout process.

Disclaimers

The University of Phoenix reserves the right to modify courses.

While widely available, not all programs are available in all locations or in both online and on-campus formats. Please check with an Enrollment Representative.

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.

If you have a question contact us at 866-345-1800.