Principles of Public Relations

Course details

Public Relations’ influence on society is accelerating in a local-global environment that is changing with new media, new audiences and new opportunities. This course introduces the values, ethos, ethics, history and theories of public relations engaging you with the challenges of the practice in the twenty-first century.

The course is designed to achieve the following learning outcomes: acquire an understanding of the principles, theories and practices of public relations; develop an understanding of the four-step process and how business, government and not-for-profit organizations use it to alter, adapt to or maintain their environments to achieve organizational goals.

Who should attend

This course will also be useful if you are planning another professional or managerial career that requires an understanding of public relations concepts and practices. Understanding public relations is useful for advertising and marketing students, too, because advertising, marketing, and public relations strategies so often work together to serve a client’s needs.

Learning Outcomes

• Public Relations Today: Changes and Challenges
• Public Relations ethics, ethos, values and socio-cultural responsibility
• Theoretical developments and debates
• Emerging media and audience power
• Public relations and news sources
• Research in public relations
• Public relations problem-solving process
• Proactive management: issues-crises in the corporate sector
• Political and government communication and public affairs
• Local-global crises and humanitarian public relations
• Internet, global public and corporate citizenship