Faculty: Social Programs This major focuses on the strategies and techniques used to manage and enhance the public image of individuals, organizations, and brands. Students will study media relations, crisis communication, branding, and digital marketing. The program integrates theoretical knowledge with practical skills to prepare students for careers in public relations, corporate communication, media management, and marketing. **Learning Objectives:** - Understand the principles of public relations and their role in shaping public perception. - Develop skills in crafting and delivering effective communication strategies. - Learn techniques for managing media relations and crisis communication. - Explore the principles of branding and digital marketing in public relations. - Understand the ethical and legal considerations in public relations practice. - Analyze the challenges and opportunities of working in the field of public relations and publicity. - Develop critical thinking and problem-solving skills to address contemporary communication challenges. **Major Outline:** 1. **Introduction to Public Relations and Publicity** - Overview of the field, its history, and its significance in communication and marketing. 2. **Media Relations** - Techniques for building and maintaining relationships with media outlets and journalists. 3. **Crisis Communication** - Strategies for managing communication during crises and reputational challenges. 4. **Branding and Corporate Identity** - Principles of brand development, positioning, and identity management. 5. **Digital Marketing and Social Media** - Use of digital platforms and social media for public relations and publicity. 6. **Public Relations Writing** - Techniques for writing press releases, speeches, and other PR materials. 7. **Ethics and Legal Issues in Public Relations** - Study of ethical standards and legal considerations in PR practice. 8. **Emerging Trends in Public Relations and Publicity** - Impact of new technologies, such as AI and data analytics, on PR strategies. **Assessment Methods:** - PR campaigns and communication projects. - Written assignments and research papers. - Presentations on PR strategies and case studies. - Participation in group discussions on contemporary issues. **Recommended Textbooks:** - "Effective Public Relations" by Scott M. Cutlip, Allen H. Center, and Glen M. Broom. - "Public Relations: Strategies and Tactics" by Dennis L. Wilcox and Glen T. Cameron. - "The New Rules of Marketing and PR" by David Meerman Scott. **Prerequisites:** Basic knowledge of communication, marketing, and media studies. **Major Duration:** Four years, combining lectures, practical projects, and internships. **Certification:** Degree in Public Relations and Publicity, depending on the program. **Target Audience:** Undergraduate and graduate students in communication, marketing, or related fields, and professionals seeking to enhance their skills. This major prepares students to manage and enhance public image through effective communication strategies, leveraging theoretical knowledge, practical skills, and emerging trends in public relations and publicity.