Rationale

This course focuses on tasks and functions of corporate communication areas relating to the Public Relations field.  It is designed to enable students to analyse emerging issues and trends in contemporary corporate relations which are considered vital in maintaining a strong image for the organisation.  Reputation management, corporate strategy, stakeholder relations, corporate risk, internal communication and other areas are among the key features studied through this course aiming to enhance students’ understanding on how to construct and maintain strong organisational reputation. The students will not only evaluate corporate brands and the importance of communication in building brand equity, but they will also design corporate social responsibility and crisis management plans.  Intending to become successful public relations practitioners, this course also teaches students to identify and prioritise their role within corporate reputation management.

Learning Outcomes

At the end of the course students will be expected to:
(i)    Describe the meaning, significance and scope of corporate communication and public relations.
(ii)   Analyse the relationship between public relations, corporate communication and corporate strategy.
(iii)  Apply corporate public relations models and theories into practice.
(iv)  Evaluate the role of internal communication in business effectiveness.
(v)   Assess the concept of stakeholders in corporate relations strategy.
(vi)  Describe changes occurring in corporate Public Relations sector.
(vii) Construct reputation management plans.
(viii)Explain the ways to build reputation through a holistic approach to communication.
(ix)  Design corporate social responsibility and crisis management plans.
(x)   Evaluate different communications plans.