INTRODUCTION TO PUBLIC RELATIONS

Course Description

Introduction to Public Relations course aims to provide a foundation of the field of public relations. The course is designed to teach students the basics of public relations and to provide a background in the field’s historical development, along with various principles and theories that shape the field. Public relations is examined as a vital management function and its relationship to related fields, such as marketing, advertising and journalism is explored as part of the course. The students learn about the different roles played by public relations in corporate, government, and nonprofit organizations and learn how an effective public relations strategy can help to communicate, influence opinion and create change.

INTRODUCTION TO PUBLIC RELATIONS

Evaluation Tools (Active Term)

Course outcomes

No course outcomes have been defined yet.

Course Syllabus

Reference Books & Course Materials

1. 01 Seitel, Fraser.P. The Practice of Public Relations. 13th Ed. Pearson, 2016.
2. 02 Wolstenholme, Sue. (Ed.). Introduction to Public Relations. Pearson, 2013.

Learning Outcomes

1. L01 Identify important figures, events, and developments in the history of public relations. SOLO 2
2. L02 List the process and stages of public relations. SOLO 3
3. L03 Identify the basic professional ethical principles in public relations. SOLO 2
4. L04 Define basic theories and approaches related to public relations. SOLO 2
5. L05 Identify (2) the differences between public relations and other related fields, such as marketing and advertising. SOLO 2

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