Request Information

Please complete the form below, and an admissions advisor will contact you shortly.


Apply Now

Ready to take the next step?

The application process is easy. We accept and review applications year-round, and qualified applicants can begin classes any month of the year, depending on your program and location.

Click Apply Now to get started on the next exciting chapter of your life!

Apply Now

General Course Information for COM420A: Public Relations Strategies

Course: COM420A - Public Relations Strategies
Textbook: For the correct edition of the textbook assigned to a specific class, go to:

Course Prerequisite(s):
Course Description: Introduces the principles and strategies used by PR practitioners to plan and implement communication campaigns. Provides training in how to identify and reach audiences and to develop campaign plans in traditional and digital media.
Course Learning Outcomes:
  • Understand the purpose of the public relations function and its place in an organization's structure.
  • Compare major organizational communication theories as they relate to public relations.
  • Apply critical thinking skills to public relations situations.
  • Analyze the components of an effective public relations plan and campaign.
  • Formulate effective communication strategies to achieve organizational goals.
  • Apply audience research to develop effective messaging strategies to specific target audiences.
  • Analyze effective crisis preparation and communication techniques.
  • Create a complete public relations campaign plan.
Specified Program Learning Outcomes:
  • Apply appropriate theoretical precepts and practical skills in communication.
  • Apply persuasion theory to communication campaigns and media messages.
  • Apply persuasion theory to the development of media messages.
  • Demonstrate effective communication skills consistent with a professional marketing environment.
  • Develop a strategic communication program, gathering and utilizing data from the conduct of appropriate market research.
  • Develop communication campaign messaging strategies.
  • Develop multi-platform, multi-public message dissemination plans by writing plans.
  • Develop multi-platform, multi-public message dissemination plans.
  • Develop multi-platform, multi-public message disseminations plans.
  • Evaluate global marketing strategies for products and services, utilizing contemporary buyer behavior
  • Evaluate global marketing strategies for products and services, utilizing contemporary buyer behavior.
  • Explain strategic communication plans and present them online.
  • Gather appropriate data to guide the development of a strategic communications program by conducting research.
  • Integrate program content to develop a basic marketing plan that contains all essential elements, including ethical considerations.

Students with Disabilities:
Students seeking special accommodations due to a disability must submit an application with supporting documentation, as explained under this subject heading in the General Catalog. Instructors are required to provide such accommodations if they receive written notification from the University.

Writing Across the Curriculum:
Students are expected to demonstrate writing skills in describing, analyzing and evaluating ideas and experiences. Written reports and research papers must follow specific standards regarding citations of an author's work within the text and references at the end of the paper. Students are encouraged to use the services of the University's Writing Center when preparing materials.

The following website provides information on APA, MLA, and other writing and citation styles that may be required for term papers and the like:

National University Library:
National University Library supports academic rigor and student academic success by providing access to scholarly books and journals both electronically and in hard copy. Print materials may be accessed at the Library in San Diego or through document delivery for online and regional students. Librarians are available to provide training, reference assistance, and mentoring at the San Diego Library and virtually for online or regional students. Please take advantage of Library resources:


Contact the Library:

  • (858) 541-7900 (direct line)
  • 1-866-NU ACCESS x7900 (toll free)

Use the Library Training Tools (on the Library Homepage) for additional help

  • Recorded class presentations
  • Tutorials & Guides (APA/MLA, Peer-Review, and more)

Plagiarism is the presentation of someone else's ideas or work as one's own. Students must give credit for any information that is not either the result of original research or common knowledge. If a student borrows ideas or information from another author, he/she must acknowledge the author in the body of the text and on the reference page. Students found plagiarizing are subject to the penalties outlined in the Policies and Procedures section of the University Catalog, which may include a failing grade for the work in question or for the entire course. The following is one of many websites that provide helpful information concerning plagiarism for both students and faculty:

Ethical behavior in the classroom is required of every student. The course will identify ethical policies and practices relevant to course topics.

Students are expected to be competent in using current technology appropriate for this discipline. Such technology may include word processing, spreadsheet, and presentation software. Use of the internet and e-mail may also be required.

Learning to work with and value diversity is essential in every class. Students are expected to exhibit an appreciation for multinational and gender diversity in the classroom.

As a diverse community of learners, students must strive to work together in a setting of civility, tolerance, and respect for each other and for the instructor. Rules of classroom behavior (which apply to online as well as onsite courses) include but are not limited to the following:

  • Conflicting opinions among members of a class are to be respected and responded to in a professional manner.
  • Side conversations or other distracting behaviors are not to be engaged in during lectures, class discussions or presentations
  • There are to be no offensive comments, language, or gestures