Develops comprehensive public relations plans to build and maintain organizational reputation.
About this course
In MKTG 5260 Public Relations Strategy, you will learn how to design and execute comprehensive public relations plans that protect and enhance an organisation's reputation. You will move beyond basic media relations to tackle complex communication challenges, including crisis management, stakeholder engagement, and digital reputation monitoring.
This course builds on your foundation in ethics and media relations. You will work on real-world case studies, developing strategic plans for hypothetical or actual clients. By the end of the term, you will be able to anticipate public relations issues before they escalate and respond with clarity and professionalism.
Who takes this course
This course is a core requirement for the Public Relations & Communications graduate certificate program.
Credits: 3 · Hours: 45
Prerequisites
Learning outcomes
- Develop integrated public relations campaigns that align with organisational goals
- Craft crisis communication plans for various business scenarios
- Evaluate media coverage and public sentiment using modern analytics tools
- Write effective press releases, speeches, and stakeholder communications
- Manage social media interactions and online reputation management
Evaluation
| Component | Weight (%) |
| Crisis Communication Plan | 30 |
| Campaign Strategy Proposal | 30 |
| Mid-term Exam | 20 |
| Participation and Quizzes | 20 |