MARK 127 Public Relations

This course examines how a firm gains audience exposure through the strategic placement of topics of public interest and news items that do not require direct payment. Students explore the role of public relations in marketing, how it differs from advertising, and the steps to develop a public relations campaign.

Credits

3

Distribution

Career Training

Offered

6

Outcomes

1. Explain the purpose of public relations and the dynamics that stimulate continual change based on competition and diverse stakeholder demand.
2. Identify targeted audiences based on IMC strategies
3. Recognize ethical and legal issues related to public relation activities and strategies
4. Plan and create a viable public relations campaign with suitable outlets and correct message formats for selected mediums
5. Develop messages using themes and images that connect with a multicultural audience in local and global campaigns
6. Identify resources for professional networking and job opportunities in public relations