The primary objective of this course is to familiarize students with the basic concepts/principles and practices of public relations. The subject presents foundations for graduate-level critical thinking about the roles and functions of public relations, highlighting the importance and contributions that public relations makes toward the organizational effectiveness. Due emphasis is also placed on such special topics as media relations, use of social media in practice, crisis communication and management, etc.

CILO-1: Summarize and explain the roles and functions of public relations as well as the most salient areas of PR practice – media relations, crisis communication and management along with the relevant theories/concepts/principles and practices. CILO-2: Describe the historical evolution of public relations. CILO-3: Explain public relations as a process, consisting of research, planning, communication, evaluation - and the use of communication strategies to achieve organizational goals. CILO-4: Utilize various media tools (including traditional and new/social media) to reach selected stakeholders. CILO-5: Apply relevant public relations theories/principles/concepts in analyzing and managing media relations and crises in contemporary organization.