• Semester 1 (External)

Synopsis

This  course  is  designed to introduce students  to  the  theory  and
practice  of  Public Relations at the advanced level.  Topics  covered
include  the  nature  and history of public relations,  the  tools  of
public relations, the identification of internal and external publics,
the  design  of public relations programmes and methods  of  assessing
their effectiveness. The student is introduced to the various types of
public   relations,   including  corporate  communication,   community
relations,  employee  relations, financial or investor  relations  and
government  relations. The concept of public relations as a management
function is explored and the student is introduced to the fundamentals
of  public  relations  campaign or programme  proposals,  the  use  of
objectives,  strategies and tactics in public relations planning,  and
issues  management.  The  course  also  introduces  students   to   an
examination  of  ethical issues in public relations  and  the  ethical
responsibilities  of  the public relations professional.  This  course
cannot be taken as an elective.