Subject Overview

An integrated introduction to public relations as a strategic management and communication function. The subject covers foundational principles, theory, stakeholder relationships, research, planning, media and digital practice, reputation, crisis communication, ethics, measurement, technology and professional development.

Learning Goal

Students will be able to explain public relations theory and terminology; research publics and communication environments; design, implement and evaluate ethical PR programs; manage media, digital channels, reputation and crises; and apply data, AI and professional judgment in contemporary practice.

Syllabus

1. Foundations and Evolution of Public Relations

Learning Objective: Define public relations and distinguish it from advertising, journalism, marketing, publicity and propaganda; examine its history, functions, professional roles and contribution to society and organizations.

Category: foundation

2. Public Relations Theories and Models

Learning Objective: Apply press-agentry, public-information, two-way communication, systems, excellence, relationship-management, situational publics, agenda-setting, framing and diffusion perspectives to PR practice.

Category: core

3. Publics, Stakeholders and Communication Contexts

Learning Objective: Identify and prioritize internal and external publics using stakeholder mapping, power-interest analysis, segmentation, personas, environmental scanning and cultural analysis.

Category: core

4. Ethics, Law and Professional Governance

Learning Objective: Evaluate PR decisions using ethical frameworks and professional codes while addressing disclosure, consent, privacy, copyright, defamation, misinformation, conflicts of interest, transparency and accountability.

Category: strategic

5. Research, Insights and Situation Analysis

Learning Objective: Use secondary research, interviews, focus groups, surveys, social listening and content analysis; assess validity, reliability and bias; and develop SWOT, PESTLE, problem and opportunity analyses.

Category: core

6. Strategic Public Relations Planning

Learning Objective: Develop evidence-based plans using RACE, ROPE and related frameworks; formulate SMART objectives, define strategy and tactics, select channels, schedule activities, allocate budgets and manage risks.

Category: core

7. Messages, Persuasion and PR Content

Learning Objective: Create audience-centered messages using persuasion, rhetoric, narrative, framing and behavioral principles; produce briefs, news releases, pitches, speeches, features, FAQs and multimedia content.

Category: application

8. Media Relations and News Management

Learning Objective: Understand newsroom practices and news values; build ethical journalist relationships; conduct pitching, interviews, press conferences, spokesperson preparation and media monitoring across traditional and online media.

Category: application

9. Digital, Social and Community Relations

Learning Objective: Plan integrated communication across websites, search, email, social platforms, creators and online communities; apply PESO media, engagement, accessibility, moderation and platform-governance principles.

Category: contemporary

10. Internal Communication and Organizational Change

Learning Objective: Design employee communication for engagement, culture, leadership communication and organizational change using appropriate channels, feedback systems and internal communication metrics.

Category: application

11. Corporate Identity, Reputation and Responsible Communication

Learning Objective: Manage identity, image, trust and reputation; align communication with organizational behavior, brand purpose, corporate responsibility, sustainability and ESG claims while avoiding greenwashing.

Category: strategic

12. Public Affairs and Specialized PR Practice

Learning Objective: Explain government relations, advocacy and lobbying alongside consumer, nonprofit, community, investor, entertainment and international PR; adapt practice to sectoral, political and cross-cultural requirements.

Category: application

13. Issues, Risk and Crisis Communication

Learning Objective: Detect emerging issues, assess reputational risk and develop crisis plans, escalation protocols, holding statements, response strategies, stakeholder updates, simulations and post-crisis learning.

Category: strategic

14. Measurement, Evaluation and PR Analytics

Learning Objective: Connect outputs, outtakes, outcomes and impact to objectives; use KPIs, dashboards, sentiment, share of voice, web and social analytics, surveys and recognized evaluation principles while avoiding misleading metrics.

Category: core

15. PR Management, AI and the Future of Practice

Learning Objective: Manage teams, agencies, vendors, workflows and budgets; use generative AI and automation responsibly for research, content and monitoring; address bias, verification, disclosure and data security; and assess emerging careers, technologies and industry trends.

Category: contemporary