Course Description
The course has been designed
to prepare students for both agency work and leadership positions in corporate
and/or non-profit environments. While writing and presentation skills are
essential, emphasis is on application of these writing and presentation skills
for managing communication with individuals and groups in organisations.
Students undertake courses that arm them with the knowledge and skills relative
to public opinion formation, image and perception management, crisis
communication, Public Relations research, communication strategy, among others.
Learning outcomes
By the end of the course, students should be able
· To demonstrate an understanding of how media issues could impact the an entity’s activities
· To analyse how an entity’s image and reputation could be build through relevant PR tools
· To show an understanding of how ethical practices could lead to effective PR practice
· To demonstrate a mastery of effective writing and speaking skills
· To analyse the role of research in PR activities
Course Content
· History and evolution of Public Relations
· Public Relations theories and concepts
· The Public Relations process
· Publics and public relationships
· Public Relations and Ethics
· Public Relations research
· Public Relations writing
· Crisis Management
Compulsory Reading Materials
· Seitel, Fraser, P. (2013). The Practice of Public Relations (10th ed.). New Jersey: Pearson Education.
· Cutilip, S. M & Center, A. H. (2009). Effective Public Relations (9th ed.). New Jersey: Pearson Education.