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Course Descriptions - PRPA (Public Relations)

PRPA 601 Public Relations Theory and Practice (3)

Prerequisites: MRKT 600 and 601. A study of the relationship between the management function of policy formulation and the communication process of disseminating ideas and information to the organization’s public. The process of planning and executing public information and public relations programs to address the concerns of the organization’s various publics are examined. Topics include message formation, media selection and audience differentiation. The impact of the Internet on public relations practices is explored in depth.

PRPA 602 Public Relations Techniques (3)

Prerequisites: MRKT 600 and 601 and PRPA 601. A presentation of advanced writing techniques designed to improve skills in the writing of specialized public relations materials. Emphasis is on audience, message and channel identification. Topics include special communication techniques necessary for broadcast and electronic media.

PRPA 610 Crisis Communication Management (3)

Prerequisites: MRKT 600 and 601 and PRPA 601 and 602. An examination of current approaches to crisis definition, issue management and crisis communications management. Traditional and Web-based approaches to analyzing crisis and communications management issues are applied using appropriate public relations research, theory, and case examples to better identify issues and audience segmentation requirements and develop strategic public responses to crisis situations.

PRPA 620 Global Public Relations (3)

Prerequisites: MRKT 600 and 601 and PRPA 601, 602 and 610. A study of the role, function and influence of public relations in a global environment. Topics include global trends, multicultural communication knowledge and skills, multiple cultures and diversity within nations, national media structures and public policy, and international legal and ethical codes in public relations. Global case studies are used to develop and implement strategic and creative communications plans.

PRPA 650 Public Relations Campaigns (3)

(Formerly PRPA 670.) Prerequisite: 30 credits, including all program coursework (except MGMT 670); approval of program director required for internship option. A study of public relations campaigns that integrates content from previous coursework. Focus is on creating a public relations strategy and a plan to execute that strategy for an existing organization. Critical principles of public relations are reviewed and applied in real world settings.