BC370: Public Relations

Course Credits:
Course Hours Per Week:

Course Overview

This course introduces basic concepts and principles of public relations in terms of the analyses that must be conducted and the tactics that must be used to deliver a specific message to a targeted audience. Course content focuses on developing messages in alignment with specific organizational goals, identifying the audiences and using media they use, and creating specific communications.

The course project, Communications Investigation: Using Public Relations for Specified Purposes, is an analysis of a specific organization's use of public relations. Students will complete analyses of communications to reach specific goals and audiences and develop targeted communications.

Course Learning Objectives

  • Examine the role of public relations as a strategic partner in organizations.
  • Explore message mapping to develop key messages in alignment with communication goals.
  • Create a news release.
  • Identify media used by target audiences for dissemination of specific communications.
  • Suggest measurement techniques for measuring the effectiveness of communications.