Program Goal and Outcomes
Program Goal: To provide students with enhanced knowledge and skills in the area of public relations for job or career advancement.
Upon completion of the program, students will be able to:
- Explain the importance of effective writing skills as they apply to public relations, advertising, and sales for target audiences
- Apply the basic elements of planning and research to strategic writing for public relations, advertising, sales, marketing, and business communication
- Employ writing to appeal to audiences through a variety of mediums, including speech, print, broadcasting, and advertising
- Identify the ethical and legal dimensions of working in the public relations field
- Trace the history of public relations as a profession
- Discuss the nature and challenges of public relations work
- Apply principles of persuasion and conflict management to public relations campaign design
- Adapt strategies and tactics of public relations campaigns to fit diverse audiences and clients
- Use resources to ensure that your grammar, spelling, and punctuation are correct
COM 110: Public Relations 1: Writing
Public Relations 1 begins by introducing students to the role of public relations writers, including their ethical and legal responsibilities. Some of the general topics covered include persuasion, research skills, the public relations planning process, writing clearly and simply, and using proper grammar, spelling, and punctuation. Specifically, the course covers writing styles and processes for emails, memos, letters, reports, proposals, news releases, broadcasts, ad copy, material for the Internet, speeches, newsletters, brochures, magazines, and annual reports. The course concludes with an examination of how to communicate information during a crisis.
Textbook: Public Relations Writing: Form and Style
COM 115: Public Relations 2: Strategies and Tactics
Public Relations 2 begins with an overview of public relations, including such topics as ethics, professionalism, public relations departments and firms, research techniques, planning and evaluating a public relations program, and the communication process. The course also includes the preparation and handling of news releases, media alerts, and pitch letters. Finally, the course covers topics that affect a public relations employee: conflict management, public opinion, new technologies in public relations, corporate public relations, public relations and the government, global public relations, and public relations for nonprofit organizations.
Textbook: Public Relations: Strategies and Tactics