Oct 02, 2023
JOU 167 - Principles of PR Credits: 3
Lecture Hours: 3
Lab Hours: 0
Practicum Hours: 0
Work Experience: 0
Course Type: General
An introduction to public relations from a practical and theoretical perspective. This class examines the functions, ethics, and legal aspects of PR. Students will also learn the steps in planning a strategic communications campaign.
Examine the strategic communications industry.
- Chart the history of strategic communications.
- Describe different jobs in strategic communications.
- Define publicity.
- Define marketing.
- Describe current trends in strategic communications.
2. Examine how organizations use PR.
- Summarize crisis communication.
- Explain how advocacy groups use PR.
- Describe how the government uses PR.
3. Evaluate tools used in PR.
- Create a press release.
- Describe how interviews are used.
- Explain when you would use a video news release.
- Discuss the role of social media in PR.
4. Examine theories relating to strategic communication.
- Explain the basic model of communication.
- Summarize Agenda Setting.
- Define Cultivation.
- Explain Framing.
- Discuss Diffusion.
5. Examine models of PR.
- Define Press Agentry/Publicity.
- Summarize the Public Information model.
- Explain Two Way Asymmetrical.
- Explain Two Way Symmetrical.
6. Evaluate steps of a strategic communication campaign.
- Adapt a strategic communications plan.
- Generate strategic communication research.
- Design strategic communication implementation.
- Describe how to evaluate strategic communication.
7. Examine PR regulation and ethics.
- Describe ethics rules according to the Public Relations Society of America.
- Define defamation.
- Summarize copyright.
- Describe how the First Amendment affects PR.
- Explain how the FCC oversees broadcast content.
Competencies Revised Date: 09/11/2019
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