JOU 167 - Principles of PR

1. Examine the strategic communications industry.

   1. Chart the history of strategic communications.
   2. Describe different jobs in strategic communications.
   3. Define publicity.
   4. Define marketing.
   5. Describe current trends in strategic communications.

   2. Examine how organizations use PR. 

   1. Summarize crisis communication.
   2. Explain how advocacy groups use PR.
   3. Describe how the government uses PR.

   3. Evaluate tools used in PR.

   1. Create a press release.
   2. Describe how interviews are used.
   3. Explain when you would use a video news release.
   4. Discuss the role of social media in PR.

   4. Examine theories relating to strategic communication.

   1. Explain the basic model of communication.
   2. Summarize Agenda Setting.
   3. Define Cultivation.
   4. Explain Framing.
   5. Discuss Diffusion.

   5. Examine models of PR.

   1. Define Press Agentry/Publicity.
   2. Summarize the Public Information model.
   3. Explain Two Way Asymmetrical.
   4. Explain Two Way Symmetrical.

   6. Evaluate steps of a strategic communication campaign.

   1. Adapt a strategic communications plan.
   2. Generate strategic communication research.
   3. Design strategic communication implementation.
   4. Describe how to evaluate strategic communication.

   7. Examine PR regulation and ethics.

   1. Describe ethics rules according to the Public Relations Society of America.
   2. Define defamation.
   3. Summarize copyright.
   4. Describe how the First Amendment affects PR.
   5. Explain how the FCC oversees broadcast content.