Public relations coursework and internships place an emphasis on understanding the business environment and on handling the technical, counseling, and planning aspects of public relations work. Technical aspects include basic writing, speaking and critical thinking skills; counseling aspects include developing strategies in assisting clients in problem or crisis planning; planning aspects include leadership skills necessary in establishing and achieving managerial objectives.
The Department of Communication offers three elective courses in public relations:
CO240 Introduction to Public Relations
This course is designed to be an examination of the technical, counseling, and planning elements in public relations. Attention in the course will focus on public relations campaigns, non-profit public relations, and the often complex relationship between management strategies and promotional objectives. Emphasis also will be placed on developing proper writing techniques for public relations. Included among the writing assignments will be a press release, planning statement, contact sheet, and a press kit.CO245 Advanced Public Relations
This course is designed for students who have completed CO240 and are considering public relations as a profession. Emphasis will be on writing (press releases, query letters, profiles, press kits), speaking (oral presentations and on-camera press encounters), and strategizing (developing proactive and reactive media strategies for specific case studies).CO449 Crisis Communication
This course is designed to examine events and situations that potentially threaten the viability of an organization. Attention is devoted to developing an effective crisis communication plan, speaking to multiple stakeholders, decision-making under pressure, and resolving--rather than litigating--organizational problems. Among the studies examined are the Tylenol product tampering incident, the Exxon Valdez accident, the Union Carbide gas leak, the Challenger Space Shuttle disaster, the Three Mile Island accident, and the Pepsi syringe hoax.
There also are several other courses that are highly recommended for students who want to develop a public relations emphasis.
A journalism course:
CO227 Broadcast Writing
CO230 News Writing
CO231 Feature Writing
A communication law course:
CO249 Communication Law
CO259 Cyberlaw
CO263 Media, Law and Society
A visual communication course:
CO377 Visual Communication Theory
CO401 Visual Design
Advertising courses:
CO235 Advertising
CO310 Advertising Campaign Planning
A basic marketing class:
MK021 Marketing Principles
An introductory economics class:
EC131 Principles of Micro Economics
EC132 Principles of Macro Economics
All students interested in a career in public relations are encouraged to take advantage of internship opportunities available to you through the department (see "Communication Internships" handout or contact Christine Caswell in 21 Campanella Way 515).