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 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