Public Relations Applied to Business Communication

The American Business School Paris

Course Description

  • Course Name

    Public Relations Applied to Business Communication

  • Host University

    The American Business School Paris

  • Location

    Paris, France

  • Area of Study

    Communication Studies, Marketing, Public Relations

  • Language Level

    Taught In English

  • Prerequisites

    MATH 120 or its equivalent

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Contact Hours

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    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.

    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

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

Course Disclaimer

Courses and course hours of instruction are subject to change.


This site uses cookies to store information on your computer. Some are essential to make our site work; others help us improve the user experience. By using the site, you consent to the placement of these cookies.

Read our Privacy Policy to learn more.