CAMPAIGN DESIGN IN PUBLIC RELATIONS

Course Description

This course provides students with comprehensive knowledge on how to design and implement effective public relations campaigns. Emphasizing both theory and practice, the course enables students to apply the concepts they learn through the development of their own campaign projects. Students are encouraged to think both creatively and critically as they explore methods for crafting original and impactful communication strategies. The course covers all key components of campaign development—such as research, media planning, and creative messaging—highlighting the importance of integrating these elements into a cohesive whole. By the end of the semester, students are expected to design and present an original public relations campaign that reflects their understanding and skills.

CAMPAIGN DESIGN IN PUBLIC RELATIONS

Evaluation Tools (Active Term)

Course outcomes

1. 01 Design (4) and implement (4) an adverting campaign.
2. 02 Construct (4) an advertising brief according to profesional guidelines.
3. 03 Apply (4) the principles of integrated marketing communication in campaing planning.
4. 04 Develop (5) a budget for an advertising campaign.
5. 05 Analyze (4) and discuss (5) implecit messages in product placement advertising.

Course Syllabus

Reference Books & Course Materials

1. 01 Public Relations Planning: A Practical Guide for Strategic Communication, Edward T. Vieira, Jr. and Yulong Li - Routledge © 2024
2. 02 Public Relations Campaign Strategies: Planning for Implementation by Robert Kendall.

Learning Outcomes

1. L01 List the steps in Public Relations campaign design. SOLO 3
2. L02 Conduct research and planning for developing a public relations campaign. SOLO 3
3. L03 Devise media planning for their campaign. SOLO 5
4. L04 Conduct SWOT and competitor analysis. SOLO 3

Program Outcomes

1. P01 Conduct research, planning, implementation of a plan, and evaluate the results.
2. P02 Demonstrate their knowledge of media and digital media communications related to the publicity of institutions and organizations.
3. P03 Conduct advertising and campaign processes for traditional and new media.
4. P04 Carry out internal and external communication processes within institutions and organizations.
5. P05 Use the necessary audio-visual communication tools within the fields of public relations and advertising.
6. P06 Show sensitivity toward remaining loyal to universal values, laws and ethical principles while practicing their profession.
7. P07 Proves his/her basic theoretical knowledge in the fields of public relations, advertising and communication.
8. P08 Expresses his/her knowledge of crisis management and how to find solutions to problems within the field of public relations.
9. P09 Expresses his/her knowledge of perception and reputation management for institutions and organizations.

Po-Lo Matrix