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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Management Public Relation

Public Relations is not just about writing press releases; it is a management function essential to an organization’s survival. This course focuses on the strategic planning and management of PR programs. Students will learn how to align communication goals with business objectives, manage corporate reputation, handle internal communications, and lead PR teams during times of crisis and change.

§ 01 By the end you can
  1. Understand the role of PR as a strategic management function (The Dominant Coalition)
  2. Develop comprehensive Communication Plans aligned with organizational goals
  3. Master "Issues Management": Identifying risks before they become crises
  4. Execute Internal Communication strategies to build employee culture
  5. Measure and Evaluate PR effectiveness using KPIs and ROI (not just ad value)
§ 02 Sixteen sessions

The whole semester.

  1. 01PR as Management: Theory & Practice
  2. 02Strategic Planning: Research, Objectives, Programming, Evaluation (ROPE)
  3. 03Stakeholder Management & Analysis
  4. 04Budgeting for Public Relations
  5. 05Media Relations Strategy (Managed)
  6. 06Corporate Reputation Management
  7. 07Ethics & Law in PR Management
  8. 08 · MidtermMidterm Examination
  9. 09Internal Communications & Employee Engagement
  10. 10Community Relations & CSR Management
  11. 11Financial Relations & Investor PR
  12. 12Issues Management: Scanning the Horizon
  13. 13Crisis Communication Leadership
  14. 14Managing the PR Agency Relationship
  15. 15Evaluating Success: Barcelona Principles
  16. 16Final Project: The Corporate Strategic Comm Plan

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Corporate Strategic Comm Plan

How it’s judged

Recommended reading
  1. Effective Public Relations by Cutlip, Center, and Broom
  2. Strategic Planning for Public Relations by Ronald D. Smith
  3. Reputation Management by John Doorley and Helio Fred Garcia
  4. Public Relations Management: A Team-Based Approach by Jeffrey A. Ledingham
  5. Managing Public Relations by James E. Grunig
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