COM 60911 Strategic Public Relations

(3 credit hours)

Format: Online
Duration: 8 weeks
Credits: 3 credits

The practice of public relations (PR) is often cast as a manipulative arm of corporate communications, with PR writers churning out endless press releases to rebuild a company’s tarnished image. In COM 60911, you’ll discover the other, more positive, side of public relations. You’ll learn effective theories, strategies, and planning skills that will help you grow from public relations practitioner to effective strategic communication manager.

A public relations manager’s role is to initiate effective communications that will protect and enhance a company’s reputation in the marketplace. In COM 60911, you’ll explore effective models and paradigms that will help you plan and execute strategic public relations communications. You’ll learn how to gather and analyze market data. You’ll explore different writing styles. Finally, you’ll discover presentation techniques that will add value and interest to your strategic communications proposals.

Throughout the course, weekly discussions on newsworthy events give you the chance to interact with fellow classmates and expand your thinking to include new solutions. As a final project, you’ll showcase everything you’ve learned in a complete public relations presentation. Your project will highlight your solutions to three challenges of a client of your choice. As you go through the steps that lead to your presentation, you’ll gain confidence, experience and satisfaction, knowing you have the skills to become a successful public relations manager.

What You’ll Learn in COM 60911
In this course, you will be introduced to a different side of public relations where practitioners are not just writing and image building technicians, but strategic managers. Not only will you learn about theoretical perspectives in public relations, you will also learn about the applications those perspectives hold in PR practice, especially in the strategic planning process.

Course Topics
Throughout this course, weekly topics may include but are not limited to:

  • Introduction to Strategic Public Relations
  • Strategic Planning and the Role of the Manager
  • Determining Campaign and Research Needs
  • Collecting and Analyzing Data
  • Preparing and Presenting Proposals
  • Public Relations Theory
  • The Importance of Relationships in PR

Course Learning Outcomes
Upon completion of COM 60911 Strategic Public Relations, you will be able to:

  • Understand and apply PR theory to practice.
  • Learn about the strategic planning process for public relations.

*Disclaimer: Course content and outcomes may vary and are subject to change without notice.

Request More Information
To learn more about the online Masters of Communication curriculum from Purdue University, including Strategic Public Relations, call (877) 497-5851 to speak with an admissions representative or request more information.