Public Relations Applied to Business Communication

COURSE DESCRIPTION :
This course will focus on the growing importance of Public Relations in the 21st century. Starting with a definition of and a short background on the evolution of PR throughout history, we will examine the following topics : PR?s distinct function in contrast to Advertising and Marketing, the impact of the Internet, the importance of ethics, how to handle the media, PR and crisis management, how to write a ?gripping? press release and the down side of modern PR : the ?spin? industry and PR as propaganda. We will discuss and compare various image films of international companies and talk about PR/communication within the context of Michael Moore?s Bowling for Columbine and the documentary on Rupert Murdoch?s media empire Outfoxed.

INSTRUCTIONAL METHODOLOGY :
Mixture of lecture, interactive discussion and case study analysis.
Subjects covered in class will be :
- introduction & history of PR
- research; fundamentals of PR writing
- using the media; employee communication strategies
- crisis management; the court of public opinion
- PR and the internet; government PR

TEXT :
The Practice of Public Relations, Seitel, Prentice Hall, 12th edition

EVALUATION :
Class presentations 30%; group presentation 30%; class quizzes 40%