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Home 2015-2016 Undergraduate College Catalog Course Offerings Marketing Communication Management (Graduate Program) Courses MKMC 5100: Public Relations Theory and Practice (3 cr.)

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MKMC 5100: Public Relations Theory and Practice (3 cr.)

This course focuses on the critical role that public relations and public relations professionals play as strategic thinkers and business partners in driving organizational strategies and marketing goals. The course provides a structural and practical framework for understanding and effectively employing contemporary public relations, and investigates the challenges of communication and problem-solving across a range of organizations and cross-cultural settings. Trends affecting public relations globally are explored and the integration of marketing and public relations with internal communications is stressed to ensure consistent organizational support and image. Students will engage in critical analysis and discussion of public relations case studies with emphasis on applying course principles in their evaluation. Major topics include, but are not limited to, public relations role in the marketing communications mix, traditional public relations activities, today’s public relations activities, proactive public relations techniques, developing and executing a Public Relations Plan, and case studies, best practices and current events. Various learning methods are used in this course, including in-class lectures, readings, discussion of current events in the world economy, and real world case analysis. Upon successful completion of this course students will understand: (a) the role of public relations within an organization’s overall marketing and communications effort; (b) how public relations can be a catalyst for business success; (c) how to develop and implement effective public relations campaigns; (d) the importance of measuring public opinion and gauging results, and the methods which can be used; (e) how to use social technologies in public relations planning and execution; and (f) the critical role that public relations plays in both averting a crisis and managing through a crisis.

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