Basic rules and strategies in public relations. Major trends, major firms, and types of business and expertise. New media and integrated media communications.

Strategic thinking and compositional precision as the source of PR efficacy. Writing for blogs, websites, and other online media. Creating a press kit.

Media relations from both public relations and public affairs perspectives. Factors that influence reportorial and editorial coverage of business, government, and nonprofit interests.

The Business and Budgeting of Public Relations (3)

Management aspects, including the financial practices and human relations issues, in consulting firms, trade associations, advocacy organizations, or interest groups. Development of a budget for a PR or public affairs project.

Ethical Standards in Public Relations and Public Affairs (3)

Standards, guidelines, and codes of conduct that can guide relations with clients, the media, public officials, and others. Identification of and response to ethical challenges.

Strategic Marketing and Marketing Communications (3)

Integrated marketing communications that extend the reach and influence of public relations and public affairs, including branding, podcasts, and cause marketing.

Legal standards and rules governing PR interactions with media; legal and regulatory limits on PR activity in advocacy. Prerequisite: PSPR 6205.

Topics to be announced. May be repeated for credit provided the topic differs.

Development of consumer preferences [public opinion] with applications in PR campaigns. Prerequisite: LgAf 6223.

Application of media theory in multicultural settings. Bilingual or multilingual PR campaigns. New media practices.