COMM 6170-Public Relations Concepts and Strategy
More than ever, successfully building and managing the relationship between an organization and the public requires the use of traditional and new technology as part of a strategic communication plan. Students in this course explore the needs of various public relations stakeholders including the customer, the press, and the investor. Topics include how to change behaviors, advocate for causes, design messages for specific audiences, select appropriate communication channels, and evaluate results of public relations campaigns, while considering the potential legal and ethical aspects of the practice of public relations. In addition, students examine the influence of colleagues, families, and friends on everyday brand use.
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