View Descriptor

• What is public relations?
• History of public relations
• Growth as a profession
• Career options
• Campaign planning
• Publics and target audiences
• Communication measurement
• Ethics and legal aspects of public relations
• Events and promotions
• Writing news releases
• Integration and interaction with mainstream media
• Integration and interaction with social media
• Case studies

At the conclusion of this course, the student should be able to:

• Demonstrate knowledge regarding the role and function of contemporary public relations in today’s society and in the global economy
• Demonstrate knowledge of the history and growth of public relations
• Demonstrate knowledge of the range of public relations careers available in today’s contemporary practice
• Demonstrate the basic process of public relations research planning, communication, and evaluation; apply this to various situations
• Write news releases
• Define publics and target audiences
• Formulate effective public relations campaigns; identify multiple strategies. 
• Analyze legal and ethical situations

Quizzes/Exams
Projects
Group Work
Critiques; peer critiques
Professional protocol (meeting deadlines, attendance, adherence to ethics)

Wilcox, Dennis. Public Relations: Strategies and Tactics. Allyn & Bacon

Carden, Zapala. Public Relations Writing Worktext: A Practical Guide for the Profession. Routledge

Newsom, Doug et al. Cengage Advantage Books. This is PR: The Realities of Public Relations. Wadsworth Publishing

Lattimore, Dan et al. Public Relations: The Profession and the Practice. McGraw-Hill