Rationale

This course is an introduction to the theories, processes and different practices of public relations as incorporated within different business settings. The students will be exposed to the fundamentals of public relations to become familiar with different definitions and tactics and get involved in researching, planning and implementing the relevant strategies in order to strengthen professional networks, efficiently communicate their messages influence the public opinion.

Learning outcomes

At the end of the course, the student is expected to:
(i)    Define the fundamental and key ideas of the practice of public relations.
(ii)   Describe the different definitions of public relations.
(iii)  Identify the differences between public relations, advertising and marketing.
(iv)  Evaluate various tactics and appropriately apply them to the relevant context.
(v)   Examine recent developments of the field.
(vi)  Define major theoretical concepts by borrowing theories from a number of other disciplines such as: psychology, sociology, anthropology, philosophy and business management.
(vii) Build a strategic communication campaign.
(viii) Recognise the different types of stakeholders involved in the public relations strategies of private and public organisations.
(ix)  Explain the ethical considerations involved in public relations.
(x)   Evaluate research strategies used in public relations.