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Jan 13, 2025
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BUS 117 - Public Relations
Credits: 3
3 Lecture Hours
Description
This course is a survey of the changing role of public relations in marketing communications. Students are introduced to the relationships of public relations to marketing practices, corporations, the consumer and government. Channels of communication, public relations tools and the major elements of public relations are examined.
Learning Outcomes
Upon completion of the course, the student will:
- Assess the role of public relations in the marketing process.
- Compare advertising efforts to public relations strategies.
- Examine the evolution of public relations in the United States.
- Investigate various research tools used in a public relations plan.
- Differentiate the various communication tools used in public relations.
- Apply public relations tactics used to meet marketing objectives for a variety of audiences.
- Compare the impact and importance of public opinion and persuasion on public relations.
- Analyze current and past public relations events.
Listed Topics
- The history of public relations
- Public relations management, strategy and tactics
- Public opinion and publicity
- Research
- Writing public relations communications
- Public relations and marketing and advertising
- Public relations targets including the government, community, consumers, investors and the international community
- Managing crises
- Public relations and the law
Reference Materials
Current textbook
Supplementary materials such as study guides, videos, handouts, library resources
Students who successfully complete this course acquire general knowledge, skills and abilities that align with CCAC’s definition of an educated person. Specifically, this course fulfills these General Education Goals: - Communication
- Information Literacy
- Technological Competence
Approved By: Dr. Quintin B. Bullock Date Approved: 2/13/2021
Last Reviewed: 5/13/2021
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