Learning Objectives

 

  • Understand and apply theoretical concepts in persuasion and strategic communication.

  • Understand how to match strategic communication messages with appropriate channels of delivery in print, broadcast, interpersonally and on the Internet.

  • Master Associated Press (AP) style and the delivery of clean, concise and effective copy.

  • Develop the professional writing skills required of entry-level public relations practitioners to create persuasive communication materials.

  • Develop the critical thinking and planning skills required to plan and execute a successful public relations campaign.

  • Work successfully in teams and present effectively.

  • Develop an online brand that postures for prospective employment incorporating PR tactics explained in the course.

  • Execute market analyses that optimize PR campaign execution.

  • Understand organizational dynamics and stakeholder interests (internally and externally) when in developing PR campaigns.

  • Develop effective professional communication with all stakeholders, whether colleagues or a mass audience.