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

Public & Corporate Relations

In a 24-hour news cycle, reputation is a company’s most valuable asset. This course combines strategic communication with crisis management. Students will learn how to build beneficial relationships between organizations and their publics. The curriculum covers brand storytelling, stakeholder management, CSR (Corporate Social Responsibility), and the high-pressure skills needed to handle PR disasters in the age of social media canceling.

§ 01 By the end you can
  1. Differentiate between PR, Advertising, and Marketing
  2. Craft effective press releases, media kits, and pitch letters
  3. Develop Crisis Communication strategies to protect reputation
  4. Manage Internal Communications to align employee culture
  5. Measure PR success using sentiment analysis and Share of Voice (SOV)
§ 02 Sixteen sessions

The whole semester.

  1. 01Introduction to Public Relations: Theory & History
  2. 02The PR Process: Research, Planning, Communication, Evaluation
  3. 03Stakeholder Mapping & Analysis
  4. 04Corporate Identity vs. Brand Image
  5. 05Crisis Management: Preparation & Response
  6. 06Case Study: Crisis Wins & Failures
  7. 07Ethics in PR: Spin vs. Truth
  8. 08 · MidtermMidterm Examination
  9. 09Media Relations: Building Trust with Journalists
  10. 10The Press Release & Media Kit
  11. 11Organizing Press Conferences & Events
  12. 12Corporate Social Responsibility (CSR)
  13. 13Digital PR: Influencers & Social Listening
  14. 14Internal Communications & Employee Advocacy
  15. 15Measuring ROI in PR
  16. 16Final Project: The Strategic PR Campaign

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 Strategic PR Campaign

How it’s judged

Recommended reading
  1. The New Rules of Marketing and PR by David Meerman Scott
  2. Strategic Planning for Public Relations by Ronald D. Smith
  3. Spin Sucks by Gini Dietrich
  4. Crisis Management: Planning for the Inevitable by Steven Fink
  5. Trust Me, I'm Lying: Confessions of a Media Manipulator by Ryan Holiday
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