This course teaches public and media relations skills for professionals interested in understanding the foundations of strategic communications between organizations, the public, and both traditional and new media. Students will gain the skills necessary to formulate and execute effective and impactful public relations campaigns that further their organizations’ overall goals and objectives.
Well planned and implemented PR campaigns can drive strategic organizational change, shape public perceptions and enhance brand reputation with key stakeholders. With a strategic approach from the start phase to budgeting, and from choosing and leading a good team, to managing the overall implementation of the campaign, this course will provide guidance to effectively plan and execute a comprehensive PR campaign. Latest digital trends and best practice in social media and their application in PR campaigns will be also discussed and studied.