PBRL - Public Relations
Students learn strategic and tactical communications skills necessary for the practice of corporate communications and public relations in business, organizational, and non-profit settings. Topics covered include the history and theory of public relations, strategic communications processes, stakeholder analysis and issues management, and communications tactics such as media relations, publications, community relations, consumer relations, employee communications, and online Internet communications.
Students learn the writing skills of public relations by adapting writing style and format to specific stakeholders and to a variety of public relations situations. Students examine professional copy and produce their own writing for inclusion in their portfolios. Each student receives instructor's critique of his or her writing and has a chance to critique fellow students' work. Prerequisites: MEDC 1050, JOUR 1030, AND PBRL 2100.
These courses are offered periodically to feature topics in public relations not covered by regularly offered courses. May be repeated for credit if content differs. Prerequisite may vary with topic.
Students learn the strategic planning and production techniques involved in writing and producing public relations publications, including print and electronic newsletters and internal information pieces. The course emphasis is on needs analysis and the development of a publications plan, including communications objectives and strategies, production skills, and evaluation mechanisms. Prerequisites: PBRL 2920 and COAP 2020 OR INTM 2350.
Advanced public relations students learn to use the tools of mass communication (audio, video, film, animation, print, interactive, and photographic media) to provide informational and promotional messages to target audiences. Focuses on writing and producing public and professional information materials. Prerequisite: PBRL 2100.
Students learn the theory and organizational strategies of special events as a function of public relations. Topics include client consulting, objective setting, budgeting, sponsorships, vendor negotiations, and follow-up procedures. Students apply these concepts by developing an actual event. Prerequisite: PBRL 2100.
Students learn the basic concepts of public relations research using the Internet for instruction and assignment. Students learn how to gather and apply data to public relations program design and evaluation. The course presents primary and secondary data collection methods used in PR research, as well as basic statistical concepts for data analysis. Students also learn to interpret, to report, and to apply findings to specific public relations cases and situations. Prerequisite: PBRL 2100 Fundamentals of Strategic Communications and Public Relations or PBRL 5322 Public Relations for graduate students.
Students learn to use the tools of mass media to communicate to employees, volunteers, and special organizational internal publics, and how those internal messages are used to achieve the goals and objectives of businesses and not-for-profit organizations. Students learn the theories of organizational communication and the techniques used to conduct an internal audit of the communication climate in an organization. Prerequisite: MEDC 1010.
In this course students learn techniques for dealing with sudden and unexpected situations that have a negative impact on organizations and their images to key constituencies. Through case studies and mock crises, students develop strategic solutions for crisis situations and create a generic crisis communications plan that can be included in their personal portfolios. Prerequisite: PBRL 2100.
Prerequisites: media major, junior standing, permission of the instructor, and filing of official form. May be repeated for credit, if content differs.
Provides an opportunity for seniors to demonstrate their proficiency in public relations and/or communications campaigns. The student assumes responsibility for the production of a project under the direction of a faculty member. Prerequisites: senior standing, acceptance into the major through portfolio review, AND permission of the instructor.
Students learn the various career options in the field of public relations and develop and present their personal portfolios. They learn the value of participating in professional public relations organizations; improving their interviewing skills; and preparing their résumés. Prerequisites: public relations major AND senior standing.
Students learn the strategies and techniques of specialized publications and apply them to the production of specialized publications. Students assume positions on the staff of the MEDIA BULLETIN, the in-house print publication of the School of Communications. May be repeated once for credit. Prerequisites: PBRL 3200 AND permission of the instructor.
Students learn effective verbal and nonverbal communication techniques and apply these concepts to a series of "real-world" simulations in which they learn to attract, work with, and be interviewed by radio, television, and newspaper reporters. Prerequisite: PBRL 2100 Fundamentals of Strategic Communications and Public Relations or PBRL 5322 Public Relations for graduate students.
The culmination of the public relations curriculum, students in this course operate as a public relations agency, serving the needs of an actual client. The course offers students the opportunity to apply learned theories to developing a complete public relations campaign. Emphasis is placed upon concept, strategy, tactics, and presentation skills. Prerequisite: PBRL 2100.
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