Course Description
This course offers an in-depth exploration of public relations as a strategic communication discipline, focusing on the principles, theories, and practices that shape effective PR campaigns. Students will examine key topics such as media relations, crisis communication, brand management, and audience analysis, while gaining hands-on experience in developing press materials, crafting messaging strategies, and utilizing social media platforms. Emphasis will be placed on ethical considerations and the role of public relations in shaping public perception and maintaining organizational reputation. Through various projects and assignments, students will cultivate the skills necessary to navigate the dynamic landscape of public relations in today’s digital age. (3 credits)
Prerequisites
- ENG 101: English Composition 1
- ENG 102: English Composition 2
- MKT 220: Principles of Marketing
Program Learning Outcomes (PLOs)
Students who successfully complete this course will be able to:
- PLO 2: Students will be able to design strategic marketing practices. This will include such areas as marketing research, consumer behavior, customer acquisition and retention strategies, and public relations. Additional areas include digital marketing including SEO techniques, social media strategies, leveraging artificial intelligence for targeted marketing campaigns, and driving brand loyalty.
- PLO 4: Demonstrate professional business behavior, social responsibility, and ethical decision making and conduct.
- PLO 5: Demonstrate effective critical thinking, decision-making, problem solving, organizational leadership, teamwork; oral and written communication skills utilizing tools such as AI, research databases, and other tools as required.
Student Learning Outcomes (SLOs)
Students who successfully complete this course will be able to:
- Navigate the convergence of PR, marketing, journalism, and social communication disciplines.
- Differentiate between traditional PR models and modern, integrated communication strategies.
- Evaluate, interpret, and apply the ethical considerations of PR in the age of AI.
- Research the historical development of the PR profession.
- Develop and create integrated, digital PR strategies.
- Create PR planning strategies for key audiences and measure the impact of their campaigns.
- Design PR planning systems for content planning purposes.
Course Activities and Grading
| Assignments | Points | Weight |
|---|---|---|
Discussions (Weeks 1-8) | 150 | 15% |
Assignments (Weeks 1, 2, 3, 5, 6, 7) | 600 | 60% |
Press Release and Media Pitch Research assignment (Week 4) | 100 | 10% |
Final Project (Week 8) | 150 | 15% |
Total | 1000 | 100% |
Required Textbook
- This course uses Open Educational Resources (OER). OER are openly licensed, educational resources that can be used for teaching, learning and research. OER may consist of a variety of resources such as textbooks, videos and software that are at little or no cost for students.
Additional Resources
- OER Resource - Schechter, S. (2023). Public Relations: From strategy to action. Pressbooks. Creative Commons Attribution NonCommercial ShareAlike.
- Students must be prepared to learn or utilize technology for speech delivery during the course. You may reach out to discuss your preference, ability, or existing resources with your professor.
Course Schedule
Week | PLOs | SLOs | Readings and Exercises | Assignments |
1 | 2,5 | 1,4 | Topics: Foundations of Public Relations (PR) and the New Digital Landscape
|
|
2 | 4 | 3 | Topics: PR Ethical and Legal Practice: Relationships with Audiences in Digital Ecosystems
|
|
3 | 2,5 | 2,5 | Topics: Strategic PR Planning, Research, and Content Creation
|
|
4 | 2,5 | 5 | Topic: From Media Relations to Content Creation - Evaluating AI in PR
|
|
5 | 2,4,5 | 3 | Topics: Social Media, Crisis PR, and Reputation Management
|
|
6 | 2,5 | 5,6 | Topic: From Crisis to Communication: PR with Influencers and Community Relations
|
|
7 | 2,5 | 6 | Topics: Measuring and Shaping Impact and ROI (Internal and External) in PR
|
|
8 | 2,5 | 1-8 | Topics: The Future of PR & Final Project - PR Campaign Plan
|
|
COSC Accessibility Statement
Charter Oak State College encourages students with disabilities, including non-visible disabilities such as chronic diseases, learning disabilities, head injury, attention deficit/hyperactive disorder, or psychiatric disabilities, to discuss appropriate accommodations with the Office of Accessibility Services at OAS@charteroak.edu.
COSC Policies, Course Policies, Academic Support Services and Resources
Students are responsible for knowing all Charter Oak State College (COSC) institutional policies, course-specific policies, procedures, and available academic support services and resources. Please see COSC Policies for COSC institutional policies, and see also specific policies related to this course. See COSC Resources for information regarding available academic support services and resources.