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Public Relations Course Listings
PSPR 201 – Public Relations Principles & Practices This course examines public relations history, theory, trends, tools and tactics, and provides an in-depth analysis of major theory and practices. Special attention is given to the influence of new media on the credibility and delivery of public relations and public affairs programs. Students analyze real-world case studies as context for an applied understanding of how and why to plan, execute and evaluate these programs, and they prepare a detailed professional communications plan that addresses an important management issue affecting a public relations or public affairs challenge. They also look at the growing role and value of public relations as a management function in business, government and not-for-profit institutions, and the attendant role of public affairs in addressing public policy and political issues. PSPR 202 - Advanced Writing for Communications Professionals This course examines the essentials of effective public relations and public affairs writing, emphasizing strategic thinking and compositional precision as the source of their efficacy and power. Students learn to write time-tested professional communications for the media and other target audiences such as legislators or voters, creating and editing their classmates’ as well as their own backgrounders, press releases, media alerts, issue primers, stump speeches, pitch letters, plans and proposals. They also study the views of reporters and editors regarding what’s right and wrong with today’s public relations and public affairs writing. Lastly, they learn about writing for blogs, Web sites and other online media, and compose a press kit of their completed assignments in both draft and edited form. (syllabus)
PSPR 204 – Media Relations in the New Media World This course deconstructs the art and theory of media relations from the public relations and public affairs perspective. Students analyze the state of contemporary media – online and off – and its impact on commerce, politics and the human contract, examining key factors influencing reportorial and editorial coverage of business, government and not-for-profit interests. Special emphasis is on the advent of the Internet, the rise of citizen journalism, and the impact of blogs and other social media. Students develop a strategic media relations campaign aimed at publicizing a product, service, idea or issue of their employers or other organizations, and that uses a variety of traditional and non-traditional publicity tools and techniques guided by sound messages and directed to sensible outcomes. PSPR 205 – The Business & Budgeting of Public Relations This course examines the management underpinnings of successful public relations firms and departments. Students analyze core financial strategies and practices affecting PR firm profitability and growth, and assess the PR budgeting process in corporate and not-for-profit organizations. In addition, they study critical human relations challenges, including hiring, firing, compensation and benefits, as well as the legal, marketing, branding, and succession issues impacting public relations and public affairs activities. Finally, they develop a detailed budget for a public relations program or public affairs project. (syllabus) PSPR 206 – Ethical Standards in Public Relations & Public Affairs This course explores the growing role and importance of ethics in public relations and public affairs. Students analyze personal and professional ethical assumptions and norms in American society, and consider standards, guidelines and codes of conduct that should guide relations with clients, the media, public officials, legislators, voters, employees, and others. Students learn how to identify and respond to ethical challenges, and they prepare papers as well as a research project that addresses ethical conduct in a public relations or public affairs setting. (syllabus) PMGT 202 – Applied Public Relations & Public Affairs Research This course examines proven pre- and post-program methods for measuring and evaluating effective public relations and public affairs campaigns and initiatives. Students learn basic and advanced tools and techniques, including statistical analysis, and analyze the panoply of research concepts and technology, including the use of the online and social media surveys, that affect consumer and/or political action. Conducting their own projects, students learn how research can be used to create, sell, manage and strengthen public relations and public affairs programs (syllabus). PSPR 208 – Strategic Marketing & Marketing Communications This course examines the evolution of integrated marketing communications (IMC) as a new paradigm for extending the reach and influence of public relations and public affairs through the use of both traditional and non-traditional communications approaches and technologies. Included in the mix are advertising, direct marketing, customer service, branding, blogs, podcasts, and cause marketing. Students learn about the theoretical and tactical advantages and disadvantages of integrated strategies in for-profit and not-for-profit enterprises, and they design an integrated marketing communications program, making use of both traditional and new media tools and techniques. (syllabus) PSPR 210 - Corporate Social Responsibility Communication Strategies The Corporate Social Responsibility (CSR) movement is a worldwide phenomenon and corporations, trade associations and non-profits are being asked to step up and be accountable. Public relations and communications professionals need to develop the skills to prepare strategic communications plans that reflect their organization's commitment to CSR and enhance their employer's reputation in the global marketplace. This course will examine the global CSR movement, explore the unique communications challenges it presents and offer practical suggestions and tactics to respond to this trend. The class will feature in-class activities, current research and guest speakers from NGOs, communications firms and major corporations with practical advice on meeting this challenge in the global marketplace. We will utilize case studies, professional journals and original research to explore the topic and develop a comprehensive CSR communications strategy as the capstone project for the class. (syllabus) PSC 220.PR1 - Public Opinion, Political Socialization and Public Relations PSPR 298 – Public Relations & Public Affairs Practicum Students apply the knowledge and lessons gained in the program in a real-world situation for their employer or another organization of their own choosing. As part of this effort, they develop and present a public relations and/or public affairs program to assist the organization in tangibly achieving current and important goals and objectives. Programs could encompass one or more of key communications functions such as media relations, crisis communications, brand management, grassroots advocacy and legislative affairs. Working with the organization’s staff and management, students engage in original research as the basis for fashioning a clear-cut strategy, applying a range of focused tactics, and measuring and evaluating results. OR PSPR 300 – Public Relations & Public Affairs Capstone Students apply the knowledge and lessons gained in their courses in a major independent research project on a topic of immediate interest to their current employer or another organization that has a bearing on their professional aspirations. They design the project with the approval of faculty and in cooperation with the staff and management of the organization in question, conducting primary and secondary research, and preparing a publishable quality research paper, incisively elucidating their views and opinions with the goal of building greater understanding about and insight into the project topic.
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