Courses
Public Relations (JOUR)
- JOUR-J 321 Principles of Public Relations (3 cr.) Students are introduced to the creative integration of advertising and public relations as a mass media campaign tool. Topics include the role of integrated communications in marketing and media, an examination of current practice, and the creative process of a campaign, including planning strategies and media characteristics.
- JOUR-J 219 Introduction to Public Relations (3 cr.) Provides an overview of public relations and introduces theory and practice of the field. Topics include the relationship between public relations and marketing, the history and development of public relations, media relations, measurement and assessment methods, ethics, and law.
- JOUR-J 340 Public Relations Tactics and Techniques (3 cr.) P: J219. Covers a wide variety of knowledge and skills needed by entry-level public relations practitioners. Topics include media relations, community relations and internal communications.
- JOUR-J 390 Public Relations Writing (3 cr.) P: J200, J219. A comprehensive survey of corporate publications from newsletters to magazines, tabloids and annual reports with an emphasis on layout and design. Includes refreshing writing skills with review on interviewing and editing.
- JOUR-J 400 Careers in Public Relations (1 cr.) P: Junior Standing Prepare for job or internship searches. Polish your resume and portfolio. Learn how to write impressive cover letters. Practice interviewing skills. Understand how to articulate your abilities and experiences to market yourself to potential employers.
- JOUR-J 428 Public Relations Planning & Research (3 cr.) P: J340 and J390. Theories and principles relevant to public relations practices in agency, corporate and nonprofit organizations, including development of goals and objectives, client relationships, budgets and research methods.
- JOUR-J 431 Public Relations for Nonprofits (3 cr.) This seminar focuses on how a nonprofit organization creates images and how it shapes its programs and goals to gain public support. Assignments and readings are designed to foster a practical understanding of promotional techniques and campaigns using journalistic and other media. (Offered in summer only)
- JOUR-J 660 Topics Colloquium (3 cr.) Topical seminar dealing with changing subjects and material from semester to semester. May be repeated twice for credit.
- JOUR-J 528 Public Relations Management (3 cr.) Designed to enable students to manage a public relations department. Theories and principles relevant to public relations practiced in agency, corporate, and not-for-profit organizations will be covered. This will include developing goals and objectives, working with clients, developing budgets, and research methods.
- JOUR-J 560 Topics Colloquium (1-4 cr.)
Topical seminar dealing with changing subjects and material from semester to semester. Topics offered may include but will not be limited to the following:
Public Relations Research and Evaluation-This course is a survey of simple and scientific research and evaluation techniques for use in organizational social environment research including target public analysis, initial research for public relations campaign and program planning, public relations program effectiveness evaluation, and continuous implementation evaluation for the purpose of facilitating periodic adjustment. This course focuses on applied research techniques such as surveys, both printed and online, interviews, focus groups, Q Sorts, secondary research techniques and others. (Required.)
Public Relations Theory-Theory is the backbone of public relations. This course examines both the historical and emerging theories underlying the practice of public relations. (Required.)
Public Relations Planning-This course provides students with an opportunity to explore and learn the advanced management techniques for public relations programs and campaigns focusing on the use of research and evaluation techniques, development of goals and objectives, segmentation of audiences, development of strategies and tactics, and creation of timelines and budgets. The course also uses the case study method to illuminate and illustrate these concepts. The course provides theoretical and practical experience in public relations project planning and execution. (Required.)
Agencies and Entrepreneurs-This course covers organizational structures, management approaches and problems commonly encountered in establishing and managing public relations, advertising, marketing and related communications firms. What you learn is relevant to those who might work in (as an employee) or with (as a client) an agency. It also covers the steps needed to establish, maintain and grow an agency or independent consultancy.
Managing Online Public Relations-From blogs to Twitter, Facebook to websites and from Myspace to all of the emerging online tools available to communications professionals today, public relations managers must be able not only to use these tools, but to be able to integrate them into a coherent strategy. This course discusses not only the tools social media of Web 3.0, but also how to manage those tools and techniques.
Issues and Crisis Communication-Identification and management of various issues impacting organizations are critical to their success. Of course, when issues become crises, or crisis strikes, management of that crisis via effective communication with key constituent public is critical to the success and even survival of the organization. This course examines the techniques of issues management and the management tools available. It also examines from a practical perspective how to manage the public relations for organizations in crisis.
Public Relations in the Life Sciences-The medical product industry, including pharmaceuticals, medical devices and medical research, including genetic research, is a special industry that demands unique public relations activities. In addition, it is highly regulated and a complete understanding of that regulatory environment and the restrictions and requirements on public relations is critical for success of any organization. This course focuses on the unique elements of this industry and provides students not only with an understanding of the industry and its regulatory environment, but also with special understanding of the conduct of public relations in the industry and the management of communication in such organizations.
Integrating Marketing Communication in Health Care-This course is designed to prepare students for senior management positions in hospitals, health care organizations, and the health support industry. It focuses on counseling senior management on unique issues regarding health care communication, unique health care communication problems and challenges, managing the public relations function in health care organizations, and orchestrating public relations campaigns in support of health care organizational goals.
Managing Public Relations Tactics and Techniques-The mastery of a public relations tactics and techniques is the cornerstone of a public relations practitioner’s skill set. This course provides extensive hands-on learning and practice in some essential tactics and techniques. This course is designed to apply theory to actual problem solving.
May be repeated twice for credit with a different topic. - JOUR-J 563 Computerized Publication Design I (3 cr.)
Institutional and industrial publications are an important means of internal and external communications. This course looks at the principles of design and production techniques. Students are provided with opportunities to create a variety of different public relations products while using state of the art desktop publishing applications.
- JOUR-J 529 Public Relations Campaigns (3 cr.)
This capstone course provides students with an opportunity to apply campaign model methodology to public relations planning so that they will be able to apply the research, theories, planning, and evaluation processes in working conditions which may not provide them with the time to deliberate on and evaluate each step in the way that the classroom provides.
- JOUR-J 531 Public Relations for Non-Profits (3 cr.)
The course provides a theoretical and practical foundation in public relations for those considering careers in nonprofit organizations or in fundraising. Specific coursework will involve the public relations campaign process and its relationship to organizational goals and to the specifics of organizational development and fundraising. An additional focus will involve the communications efforts required to maintain relationships with donors, volunteers and key community and industry officials.
