Rationale

The course introduces students to the strategic process of building an organisation’s public relations campaign while coordinating the various internal organisational practices. The students will learn the importance of setting goals, objectives and selecting tactics in order to develop, implement and evaluate public relations strategies. They will be also given the opportunity to address issues and examine case studies of different Public Relations scenarios that emerge in a range of business environments. Therefore, they will be able to identify the most appropriate practices to be employed to better serve an organisation’s internal and external communication and relationship objectives, as well as, adapt to the changing times by incorporating innovative network systems.

Learning outcomes

At the end of the course students will be expected to:
(i)    Describe the strategic process of planning a Public Relations campaign.
(ii)   Synthesise fundamental components of a Public Relations strategic plan, including situation analysis, objectives, and selection of strategies and tactics.
(iii)  Identify several models used in Public Relations activities.
(iv)  Plan for resource allocation.
(v)   Discuss the strategic practice of public relations through an examination of different case studies.
(vi)  Implement communication strategies that are relevant to the organisation’s objectives.
(vii) Evaluate different case studies and campaigns from a variety of disciplines.
(viii) Identify public relations opportunities.
(ix)  Interpret changing client expectations and work in a flexible way.