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MKT442A Intro to Public Relations

Lead Faculty: Dr Ramon Corona

Course Description

An exploration of the various methods for dealing with three of the most critical audiences for business information: investors, government agencies and the public.

Learning Outcomes

  • Define and differentiate between public relations, publicity, and advertising.
  • Define and differentiate between the public image of an organization and the image of its product(s) and service(s).
  • Determine objectives and prepare a budget for a public relations campaign.
  • Develop and present a detailed public relations plan for a particular segment of the population.
  • Write press releases and public interest articles for client organizations or individuals for submission to the media.
  • Research and analyze crisis situations and make PR recommendations for dealing with crisis communications.
  • Evaluate the ethical and legal issues of public relations and spin.
  • Demonstrate a clear understanding of major marketing concepts in writing and orally using proper business communications techniques.
  • Demonstrate the ability to use on-line resources to research and prepare written and oral assignments.