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COMM411: Public Relations
Sections
Course Introduction
Course Syllabus
Unit 1: Foundations of Public Relations
Unit 2: Public Relations Components and Planning
Unit 3: Key Target Audiences
Unit 4: Media Relations
Unit 5: Writing for Public Relations
Unit 6: Social Projects and Public Relations
Unit 7: Crisis Communications
Unit 8: Careers in Public Relations
Unit 9: Careers in Public Relations
Unit 10: Professional Development
Course Feedback Survey
Certificate Final Exam
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COMM411: Public Relations
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Communication
COMM411: Public Relations
Sections
Unit 1: Foundations of Public Relations
1.1: Key Innovations and Founding Figures in the Development of Public Relations
Peter Granat's "A Recipe for Marketing Success"
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Course Syllabus
The Economist: "Rise of the Image Men"
Mastering Public Relations
: "Chapter 1: The Importance of Public Relations"
Mastering Public Relations
: "Chapter 2: What Is Public Relations?"
Wikipedia: "Public Relations"
Steve Simon's "Traditional PR Still Remains Strong"
Mastering Public Relations
: "Chapter 3: Models and Approaches to Public Relations"
Mastering Public Relations
: "Chapter 4: Public Relations as a Management Function"
Marsha Friedman's "The Past, Present and Future of Public Relations"
Blake Miller's "The New Rules for Public Relations"
Unit 1 Discussion
Mastering Public Relations
: "Chapter 5: Organizational Factors for Excellent Public Relations"
Mastering Public Relations
: "Chapter 6: Public Relations and Organizational Effectiveness"
Steven R. Van Hook's "Media and Public Relations: A Primer"
Steven R. Van Hook's "Marketing Fundamentals”
Mastering Public Relations
: "Chapter 8: Public Relations Research: The Key to Strategy"
Craig Miyamoto's "How to Write a Comprehensive Public Relations Plan"
Steve Le Vine's "Public Relations: Your Saving Grace?"
Pari Noskin Taichert's "Plan It: A Four-Point PR Primer"
Mastering Public Relations
: "Chapter 9: The Public Relations Process"
Unit 2 Discussion
Mastering Public Relations
: "Chapter 7: Identifying and Prioritizing Stakeholders and Publics"
Steven R. Van Hook's "Who Are Your Publics?"
Steven R. Van Hook's "Marketing Research Resources"
Formulating Messages for Diverse Demographics
Steven R. Van Hook's "Transcultural Communications"
Steven R. Van Hook's
Media and Public Relations Primer
: "Module 3: Understanding the Media"
Media and Technology
Mastering Public Relations
: "Chapter 10: The Practice of Public Relations"
Attracting Media Attention
Steven R. Van Hook's "Communication Appeals and Tactics"
Attracting Media Attention
Media Releases
Steven R. Van Hook's
Media and Public Relations Primer
: "Module 4: Effective Media Releases, Kits, and Conferences"
Pitching Stories
Presenting Yourself
Steven R. Van Hook's
Media and Public Relations Primer
: "Module 5: Preparing for Media Interviews"
Maintaining Media Relationships
Write Like a PR Pro
: "Chapter 4: Blogging"
Writing for Video and Visuals
Mastering Public Relations
: "Chapter 8: Public Relations Research: The Key to Strategy"
The Associated Press Stylebook
Steven R. Van Hook's "Best Writing Tips"
Improving Your Writing
Write Like a PR Pro
: "Writing for Social Media"
Creating PR Materials
Public Speaking
All About Public Relations
Unit 5 Discussion
Nedra Kline Weinreich's "What Is Social Marketing?"
Steven R. Van Hook's "Social Marketing"
Mastering Public Relations
: "Chapter 10: The Practice of Public Relations"
Methods of Social Public Relations
Connecting with Social Programs
Steven R. Van Hook's
How-To Marketing
: "Social Marketing"
Unit 6 Discussion
Crisis Events and Plan Preparation
How to Avoid Crises
Richard S. Levick's "The Art of Mea Culpa"
How to Fix Crises
Case Studies
Unit 7 Discussion
Codes of Ethics
Illinois Institute of Technology, Center for the Study of Ethics in the Professions
Mastering Public Relations
: "Chapter 11: Ethics, Leadership and Counseling, and Moral Analyses" and "Chapter 12: Best Practices for Excellence in Public Relations"
Steven Le Vine's "How to Run Ethically Sound PR Campaigns"
The Center for Media and Democracy: "PR Watch”
Unit 8 Discussion
U.S. Bureau of Labor Statistics:
Occupational Outlook Handbook
: "Public Relations Managers and Specialists"
Steven R. Van Hook's
How-To Marketing
: "Marketing Employment Trends"
Just Starting Out
Public Relations Internships
Internship Programs
Entry-Level PR Jobs
Career Advancement
Public Relations Society of America, Job Center
Steven R. Van Hook's "Your Future in Public Relations"
Database of Transnational Organizations
Public Relations Society of America, Job Center
Unit 9 Discussion
Council of Public Relations Firms
International Association of Business Communicators
Public Relations Society of America
Forming Professional Social Networks
Unit 10 Discussion
Course Feedback Survey
COMM411: Certificate Final Exam
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