-
Examine the function of public relations in integrated marketing communications
Assessment Strategies
Quiz, written assignment
Criteria
Define the practice of public relations as it relates to marketing
Examine what PR professionals do within organizations
Explain why PR is important to organizations
Describe the purpose of the PRSA (Public Relations Society of America) website
Evaluate the PESO Model (Paid, Earned, Shared, Owned) and its effectiveness in public relations plans
-
Analyze business ethics into a variety of situations as related to brand communications
Assessment Strategies
Quiz, presentation, written assignment
Criteria
Identify the ethical responsibilities of a public relations professional
Describe the importance of the PRSA Code of Ethics
Explore ethical dilemmas facing public relations professionals and justify a course of action
Define the challenges of disinformation and the importance of trust in today’s business environment
-
Develop a strategic communication and public relations plan for a selected brand client
Assessment Strategies
Quiz, communication plan, case study
Criteria
Identify key SMART objectives for a communications plan
Develop programming PR for primary and secondary audiences
Determine key messaging for target personas to reach KPIs
Plan public relations tactics to support key objectives
Assess measurement of KPIs for plan success
-
Develop professional public relations collateral including press kits, media materials, and written content
Assessment Strategies
Quiz, press release, fact sheet
Criteria
Use industry standard formats
Use APA style
Communication is clear, accurate, and effective
Identify primary and secondary audiences for communications collateral
Implement APA Style Guide format in all PR writing activities
Develop a planning structure to write collateral materials
Identify and develop common types of written public relations pieces
Write and edit key collateral materials used in public relations
-
Evaluate the changing public relations landscape including the role of AI
Assessment Strategies
Written document, presentation
Criteria
Evaluate new technologies that are transforming the field of public relations
Determine AI applications successfully being used in the field of public relations
Analyze the advantages and disadvantages of the use of AI in public relations
Evaluate AI campaigns for success
Apply best practices for using AI in public relations
-
Explore social media strategies used in Public Relations
Assessment Strategies
Social media post assessment, written assignment
Criteria
Identify successful PR strategies using social media platforms
Describe current social media technology and its uses in the PR field
Distinguish between brand ambassadors and influencers
Describe the skills needed to adapt to rapid changes in social media
Create social media information sharing plans
Select social media platforms for journalists to reach key brand objectives
-
Analyze crisis management and ORM (online reputation management) tactics
Assessment Strategies
Quiz, case study, summary
Criteria
Explain the function of an online environmental scan and its impact on a public relations plan
Explore conditions of a public relations crisis
Describe the steps to successfully navigate a brand crisis
Explain and apply crisis communications theories