Public Relationships

Course Purpose and Objectives

The goal of the course is to introduce students to the basic principles, strategies, and applications of Public Relations (PR) within today’s communication and marketing environment. Specific objectives include:

• Understanding the theoretical foundations and the role of PR as a strategic communication function in public and private sector organizations.
• Developing skills in strategic planning for PR programs, including defining target audiences, messages, and appropriate communication channels.
• Familiarization with specialized topics such as the use of the internet in PR, crisis management, Corporate Social Responsibility (CSR), and sponsorships.
• Connecting theory to practice through case studies and the design of an integrated PR program, with emphasis on evaluating effectiveness.

Learning Outcomes

Upon completing this course, students will be able to:

• Define the basic concepts, models, and functions of Public Relations and their place within an integrated communication strategy.
• Analyze communication environments and design PR programs considering objectives, audiences, media, and evaluation methods.
• Apply communication tools and techniques—such as online communication, crisis management, sponsorships, and CSR initiatives—within a strategic PR framework.
• Evaluate the effectiveness of PR programs by identifying measurement indicators, feedback methods, and improvement opportunities.

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