Course Description

What does a Public Relations (PR) professional do? Careers as diverse as consumer relations, media relations, and entertainment PR are explored. Learn to advocate for celebrities, issues, and organizations using traditional and social media. Current events are analyzed from a PR perspective. PR tactics and strategies are discussed.

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Athena Title

Public Relations

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Equivalent Courses

Not open to students with credit in ADPR 3850, ADPR 3850H

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Non-Traditional Format

This course will be taught 95% or more online.

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Semester Course Offered

Offered summer semester every year.

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Grading System

A - F (Traditional)

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Course Objectives

This course provides an overview of the theory, principles, techniques, and practices of public relations. Emphasis is divided between a conceptual understanding of theory and applications of that theory through specific tools and techniques. A focus throughout will be on the social responsibility of public communicators in a variety of contexts. Upon completion of this course, students will have a thorough knowledge of the history and evolution of the public relations industry, including how it works today and the ways public relations both differs and overlaps with related industries like marketing, journalism, and advertising. Students will also be able to explain the unique techniques that public relations practitioners use in their day-to-day work, including in areas of consumer products, politics, crisis, entertainment, and non-profit work.

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Topical Outline

Defining Public Relations Public Relations, Advertising, Marketing Roots of Public Relations The Practice of Public Relations in Politics and Government The Public Relations Process Research Methods in Public Relations Communication Theory Tools and Techniques of Public Relations Communication Public Relations Audiences Persuasion and Attitude Change The Legal Environment for Public Relations Internal Public Relations

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