The course aims to familiarise students with the discipline of public relations and provides fundamental knowledge of public relations theory and practice. Students gain an understanding of professional practice, ethical considerations, and importance of communication strategies and practices in the area of public relations.
- Ali, M. (2001). Effective Public Relations. London: Dorling Kindersley Limited.
Other Sources
- Various books, articles and materials about Public Relations.
Course Schedules
Week
Contents
Learning Methods
1. Week
Defining Public Relations
- Eclectic, lecturing, discussion.
2. Week
Using PR with Marketing
- Eclectic, lecturing, discussion.
3. Week
Communicating with Staff
- Eclectic, lecturing, discussion.
4. Week
Managing Your Corporate Reputation
- Eclectic, lecturing, discussion.
5. Week
Planning a Campaign
- Eclectic, lecturing, discussion.
6. Week
Improving Your Presentation Skills
- Eclectic, lecturing, discussion.
7. Week
Handling Crises
- Eclectic, lecturing, discussion.
8. Week
Mid-Term Exam
Mid-Term Exam
9. Week
Making Friends with the Media
- Eclectic, lecturing, discussion.
10. Week
Attracting Coverage
- Eclectic, lecturing, discussion.
11. Week
Giving Media Interviews
- Eclectic, lecturing, discussion.
12. Week
Writing Copy
- Eclectic, lecturing, discussion.
13. Week
Designing Publicity
- Eclectic, lecturing, discussion.
14. Week
Assessing Your PR Ability
- Eclectic, lecturing, discussion.
15. Week
Final Exam
Final Exam
16. Week
Final Exam
Final Exam
17. Week
Final Exam
Final Exam
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
45
Quizzes
1
10
Final Exam
1
45
Program Outcomes
PO-1
Demonstrates a basic level of understanding in related disciplines (such as economics, sociology, psychology, quantitative sciences, etc.) that form a foundation for business administration, and makes use of and applies them to the field of business.
PO-2
Applies mathematical, scientific and social knowledge to business problems.
PO-3
Demonstrates a basic level of understanding in business functions and management (such as management, production, marketing, accounting, finance, human resources, behavioural sciences, etc.) and interprets the theoretical arguments focusing on interactions between the actors and the cultures in the field.
PO-4
Determines how to use acquired theoretical and practical knowledge and skills related to business in application and field analysis and applies them.
PO-5
Identifies and evaluates the relations in the field of business; describes the problems and presents analytical solutions through modelling and interpreting (critical thinking).
PO-6
Designs a business process in any functional stage that complies with identified objectives.
PO-7
Develops effective business communication skills (written-verbal/formal-informal).
PO-8
Owns effective working skills individually or on a team in business and multidisciplinary fields.
PO-9
Acts with a sense of professional and ethical responsibility.
PO-10
Improves effective verbal and written communication skills in English, and acquires competence in minimum one foreign language.
Learning Outcomes
LO-1
Students know core public relations concepts and can discuss how concepts apply to practice.
LO-2
Students understand the essence of PR as a practical discipline within the organization.
LO-3
Students describe types of public relations activities and recognise their use in real world settings.
LO-4
Students identify and critically analyse possible ethical issues in public relations practice.
LO-5
Students acquire awareness about crisis and crisis communication in business life.
