Rationale

Throughout the course, the students will develop a critical understanding of the planning steps and strategies used for a public relations campaign in order to become efficient in creatively managing this procedure, from research and situational analysis to its actual delivery. The students will also be able to identify the communication style and strategy that fits to different organisational contexts, raising in this way awareness and putting the desired promotional value. Additionally, they will look into the main components of campaign structure, as well as, the ways to adapt their planning to organisational goals and ethics, while they will have the opportunity to analyse existing campaigns. 

Learning outcomes

At the end of the course students will be expected to:
(i)    Describe the planning procedure and structure of a public relations campaign.
(ii)   Conduct environmental - situational analysis.
(iii)  Implement the relevant strategy to different types of campaigns.
(iv)  Apply different research methods and principles.
(v)   Identify the target audience for the campaign.
(vi)  Assess audience reaction.
(vii) Set measurable goals and objectives for the campaign.
(viii) Implement a combination of communication tools.
(ix)  Evaluate the campaign by monitoring the techniques used.