Year
Year 5
Semester
Second Semester
Credit
3
Program Description
Utilizes online channels, influencers, and content marketing for modern PR strategies.
About this course
Public relations has moved online. In this advanced course, you will learn how to use digital channels to tell stories, manage reputations, and connect with communities. You will work with content marketing, social media strategy, and influencer partnerships to build modern PR campaigns. The focus is on practical skills you can use in today’s media landscape.
By the end of the term, you will have a portfolio-ready digital PR plan. You will also learn how to measure the impact of your work using online analytics and how to handle crises in real time.
Who takes this course
Credits: 3 · Hours: 45
Prerequisites
Learning outcomes
- Develop integrated digital communication plans that align with organizational goals.
- Leverage social media platforms and online channels to build and maintain public relations.
- Collaborate with influencers and content creators to amplify brand messages.
- Monitor and analyze digital media metrics to assess campaign effectiveness.
- Manage online reputation and respond to digital crises with strategic communication.
- Create compelling digital content that engages target audiences and drives action.
Evaluation
| Component | Weight (%) |
| Digital PR Campaign Plan | 30 |
| Influencer Collaboration Project | 25 |
| Midterm Case Study Analysis | 20 |
| Final Portfolio and Presentation | 25 |