PBRL 5322: Public Relations

(formerly MEDC 5322 Public Communications: Public Relations)

Course Description

This course integrates communications strategy with organizational mission statements, demonstrates stakeholder and issues management techniques, and considers ethical dilemmas in public relations situations. Public relations cases are examined in order to learn effective strategic and tactical answers to public-perception problems and opportunities. Emphasis is placed on public relations strategies employed by publicly traded corporations, as well as other organizations.

Prerequisites

Completion of MEDC 5000 Media Communications and 6 hours of undergraduate coursework in public relations.

Incoming Competencies

Please refer to Master of Arts degree in Public Relations program description for list of acceptable undergraduate prerequisite courses (or their equivalents). These requisites must be listed on an official transcript.

Learning Outcomes

Upon completion of this course, students should have:

Full understanding and mastery of the public relations and corporate communications functions employed in both business and nonprofit organizations including problem analysis, strategic planning, message development and tactical solutions.

Full understanding and mastery of stakeholder management techniques and their application to communication planning.

Knowledge of the communications strategic planning processes including stakeholder analysis and message development.

Ability to prepare a comprehensive communications plan addressing strategy and tactics necessary to resolve a communications problem or achieve a communications goal.

Understanding of communications strategic planning tools including research and issues management.

Knowledge of various tactics and processes employed in corporate communications including media relations, publications, community relations, consumer relations, social media, and employee communications programs.

Understanding of methods used to evaluate and measure the effectiveness of corporate communications, and case studies including English grammar, punctuation, sentence construction, word choice, and syntax.

Required Textbooks and Course Materials

Please go to MBS Direct to find the appropriate textbooks and other materials for this course.

Please be aware when purchasing your textbooks that the International versions of the text may differ from the Domestic (North American) version required for your course.

Course Activities

Reading
Participation in weekly discussions
Weekly case studies
Final project

Policy Statements

This course is governed by the University's policies, as published in the University catalog. They can also be found online at http://www.webster.edu/gradcatalog/policies.shtml.

Any student caught cheating or committing plagiarism may fail the class and be subject to further disciplinary action.

This syllabus may be revised at the discretion of the instructor without the prior notification or consent of the student.

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