PUBLIC RELATIONS CASE STUDIES

Course Description

The course examines a variety of real-world public relations cases and analyzes how public relations professionals manage different public relations situations in corporate, government and nonprofit organizations. Group discussion of cases in an interactive class atmosphere is essential for this class where each student is expected to have read assigned case material before the class and be prepared to participate actively in case discussions. The course allows the students to utilize their background knowledge gained in previous public relations courses and expand their knowledge by examining several successful and unsuccessful public relations responses to organizational issues, problems, challenges and opportunities.

PUBLIC RELATIONS CASE STUDIES

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

1. 01 Evaluate (5) public relations research, strategies and execution.
2. 02 Identify (2) public relations tactics used in everyday life.
3. 03 Analyze (4) public relations cases and critically reflect their own views.
4. 04 Conduct (3) research and prove skills in writing and presentation.
5. 05 Assess (5) ethical issues in public relations practice.

Course Syllabus

Reference Books & Course Materials

1. 01 Social Media and Crisis Communication. Yan Jin, Lucinda L. Austin. (2022).
2. 02 Applied Public Relations: Cases in Stakeholder Manager, Kathy B. Richardson and Marcie Hinton
3. 03 Public Relations Strategies and Tactics, Wilcox, Dennis L., Glen T. Cameron.
4. 04 Cases in Public Relations Management: The Rise of Social Media and Activism, Patricia Swann.

Learning Outcomes

1. L01 Evaluate (5) public relations research, strategies and execution. SOLO 5
2. L02 Assess (5) public relations tactics used in everyday life. SOLO 5
3. L03 Analyze public relations cases and critically reflect their own views. SOLO 5
4. L04 Conduct (3) research and prove (3) skills in writing and presentation. SOLO 3
5. L05 Assess (5) ethical issues in public relations practice. SOLO 5

Program Outcomes

1. P01 Has knowledge of the basic concepts, theory and methods in the field of public relations, advertising, marketing and integrated marketing communications.
2. P02 Has knowledge of the appropriate media planning processes for target audiences in the field of public relations and advertising.
3. P03 Is able to write periodic reports on the activities carried out in the fields of public relations and advertising.
4. P04 Is able to use research and planning methods and techniques related to public relations and advertising.
5. P05 Knows organisational crisis management processes.
6. P06 Knows the media and digital media communication techniques and processes related to the promotion of institutions and organisations.
7. P07 Knows the creation and application of media strategy in the field of public relations and advertising.
8. P08 Has knowledge of legal regulations and ethics related to public relations and advertising.
9. P09 Is able to conduct marketing and consumer behavior research and undertake planning based on this research data.
10. P10 Is able to conduct public relations and advertising campaigns.
11. P11 Is able to use digital media and social media in the fields of public relations and advertising.
12. P12 Has the ability to use current and effective presentation techniques in the field of public relations and advertising.
13. P13 Is able to monitor social developments and changes in the behavior of the target audience and use the information obtained to design public relations and advertising campaigns.
14. P14 Is able to take initiative in solving problems in the fields of public relations and advertising by acting as a responsible individual as well as a team member.
15. P15 Is able to create and implement brand and communication strategies.
16. P16 Is able to analyse consumer behavior in traditional and digital channels of communication using scientific methods and to evaluate the unique dynamics of these channels.
17. P17 Is aware of and acts in accordance with the standards and ethical codes of national and international professional organisations in the fields of public relations and advertising.
18. P18 Can communicate effectively within an international study and work environments.
19. P19 Can apply their learning into practice in real work contexts,

Po-Lo Matrix