College: Professional School

This major provides a comprehensive understanding of the principles and practices of public relations and communications, focusing on the strategic management of information and relationships between organizations and their audiences. Students explore key areas such as media relations, crisis communications, digital public relations, and corporate communications. The program emphasizes strategic thinking, creativity, and the application of communication techniques to build and maintain a positive public image. Graduates are prepared for careers in public relations agencies, corporate communications, media, and marketing.

Learning Objectives:

• Understand the fundamentals of public relations and strategic communications.
• Develop skills in crafting and delivering effective public relations campaigns.
• Learn techniques for managing media relations and digital communications.
• Explore the role of communications in crisis situations and reputation management.
• Understand the principles of corporate communications and branding.
• Analyze challenges and opportunities in the public relations and communications industry.
• Develop critical thinking and problem-solving skills for communication projects.

Main Outline:

1. Introduction to Public Relations and Communications - Overview of the field, its history, and its importance for organizational success.
2. Strategic Communications Planning - Principles of developing public relations strategies to achieve organizational goals. Techniques for audience analysis, message development, and campaign execution.
3. Media Relations and Press Management - Study of building relationships with journalists and media outlets. Techniques for writing press releases, organizing press conferences, and managing media inquiries.
4. Digital Public Relations - Basics of using social media, blogs, and online platforms for public relations. Techniques for online reputation management and engaging with digital audiences.
5. Crisis Communications and Risk Management - Principles of managing communications during crises and emergencies. Techniques for developing crisis communication plans and mitigating reputational damage.
6. Corporate Communications and Branding - Study of internal and external communication strategies for organizations. Techniques for building and maintaining a strong brand identity.
7. Event Management and Publicity - Basics of planning and executing public relations events. Techniques for event promotion and maximizing media coverage.
8. Ethics and Legal Issues in Public Relations - Exploration of ethical considerations and legal frameworks in public relations. Techniques to ensure responsible and compliant communication practices.
9. Emerging Trends in Public Relations and Communications - Analysis of innovations such as influencer marketing, data-driven public relations, and AI in communications. Techniques for adapting to new trends and technologies in the public relations industry.
10. Capstone Project in Public Relations and Communications - Real-world project to apply skills gained in public relations strategy, campaign development, or crisis management. Techniques for delivering a comprehensive public relations and communications solution.

Assessment Methods:

• Case studies and simulations of public relations scenarios.
• Written assignments on media relations, crisis communications, and branding.
• Group projects in planning and executing public relations campaigns.
• Participation in internships or fieldwork with public relations agencies, companies, or media organizations.

Recommended Textbooks:

• "Public Relations: Strategies and Tactics" by Dennis L. Wilcox and Glen T. Cameron.
• "Effective Public Relations" by Scott M. Cutlip, Allen H. Center, and Glen M. Broom.
• "The New Rules of Marketing and PR" by David Meerman Scott.
• "Crisis Communication: Practical PR Strategies for Reputation Management and Company Survival" by Peter Anthonissen.

Prerequisites:

Basic knowledge of communications, marketing, or media studies is recommended. Suitable for students in communications, business, and related fields.

Duration:

Typically 4 years, including coursework, projects, and internships.

Degree:

Graduates may receive a degree in public relations and communications or a related field.

Target Audience:

Aspiring public relations professionals, communications specialists, media managers, and marketing professionals seeking to excel in building and maintaining positive public relations. This major equips students with the strategic, creative, and analytical skills needed to excel in public relations and communications, drive successful communication strategies, and manage positive public images.