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This comprehensive course is aiming to teach a new
strategic public relations approach reflecting
changing marketing and communication needs
of today?s world. This new approach focuses
on those individuals and groups who influence
the opinion and decision of the target audience,
and has been increasingly used by major
organizations over the last decade.
This course will analyze theory and applications
of this new marketing and communication approach
in an interactive learning environment.
Key topics that will be covered in the course are:
Public relations concepts & definitions, Public
Relations' role in organizations, public relations
ethics and principles, corporate communication,
strategic communication, planning and
tailoring communication for the target
audience, research and evaluation techniques, media
relations, internal communication, crisis
communication &management, consumer relations, public sector
and government relations, Influencer
mapping-identifying &ranking influencers, effective
influencer relations, marketing through and
with influencers, word of mouth, community
and social responsibility programs ,
future of PR and influencer marketing: issues
and opportunities.
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