Public Relations - MK 445

Course Objectives

  1. Critically analyze public relations press releases, newsletters, brochures, speeches, and other persuasive pieces
  2. Develop a proficiency in the writing of public relations press releases, newsletters, brochures, speeches and other persuasive pieces
  3. Prepare and present orally speeches and other public relations types of presentations
  4. Design and present a crisis management plan
  5. Evaluate objectively his or her performance and that of others
  6. Evaluate sources of public relations information

Course Content

  • What are Public Relations?
  • Marketing Public Relations and the Marketing Communications Mix
  • MPR and the Organization It Serves
  • The MPR Framework: Objectives, Target, Connectors, Message, and Measure
  • About the Media
  • Non-media Connectors and Word-of-mouth
  • Building a Connector List
  • The Press Kit and Press Release
  • Selling the Story
  • Social Media
  • Events
  • Experts and Interviews
  • Crisis Management

Recommended Text:

Dennis L. Wilcox and Glen T. Cameron Public Relations: Strategies and Tactics, 10/E. Pearson Prentice Hall. 2012

Gaetan T. Giannini. Marketing Public Relations. Prentice Hall. 2010

Syllabus