Public Relations Techniques

DESCRIPTION: 
Communication in the public relations industry. Analysis of on-the-job situations, focusing on the techniques used to attain organizational goals. Practice in the production of print applications for target audiences and the use specific media channels.

RATIONALE: 
The course furthers students’ understanding of the elements of public relations campaigns and the role of public relations practitioners. It provides a functional approach to understanding the communication tactics and skills used in the creation of media kits used to build relationships with various internal and external publics.

LEARNING OUTCOMES: 
After taking this course students should be able to:
1. Comprehend the organizational process for developing proposals for communication campaigns.
2. Understand the role of the public relations practitioner as a manager and a technician.
3. Understand apply the ethical and legal issues relevant to public relations.
4. Demonstrate public relations-driven knowledge of communication concepts and apply a variety of public relations tactics and formats.
5. Apply the writing skills needed to prepare a targeted media kit for a realworld organization or corporation.
6. Distinguish the different approaches used to communicate to print and broadcast audiences.

METHOD OF TEACHING AND LEARNING: 
In congruence with the teaching and learning strategy of the college, the following tools are used:
- Class lectures, interactive learning (the course bridges theory and practice, and it relies heavily on discussion) video presentations and case studies discussed in class.
- Office Hours: Students are encouraged to make full use of the office hours of their instructor, where they can ask questions and go over lecture material.
- Use of a Blackboard site, where instructors post lecture notes, assignment instructions, announcements and additional resources.