CDM 4135

The purpose of this course is to introduce students to the notion and theories of strategic management of public relations. The different roles that public relations practitioners enact are presented. Students will be equipped with the practical knowledge and skills for developing, executing, and evaluating public relations strategies. Moreover, the course is designed to prepare students to effectively use various public relations tools for communicating with publics such as press releases, annual reviews, press conferences, etc.

On successful completion of this module the learner will be able to: 

• Recognize the need for the strategic management of public relations. 
• Identify the key roles and contribution of public relations in strategic management of organizations. 
• Understand the importance of strategy formulation and tactics implementation in public relations. 
• Point out the differences in the roles and responsibilities of public relations managers and communication technicians.  
• Distinguish corporate public relations from marketing public relations. 
• Formulate appropriate public relations strategies for organizing and implementing tactics and actions.  
• Assess the effectiveness of communication messages based on data collected through environmental scanning analysis, opinion surveys, personal interviews, and media relations. 
• Compare and evaluate different public relations strategies and tactics through in-depth analysis of case studies.