Strategic Public Relations
Curriculum guideline
Lecture 2 hours/week; Seminar 2 hours/week
or
Hybrid: 2 hours/week in class; 2 hours/week online
or
Fully online
Some or all of the following methods will be used:
1. lecture/discussion
2. group work
3. peer review
4. team and individual projects
5. instructor feedback on students’ work
6. individual consultation
7. presentation (individual or group)
8. guest speakers
9. field trips
1. Strategic Communication Theory
- define public relations
- examine the different functions of public relations
- examine different theories that inform communication and public relations practices
- describe the key theories of selected PR theorists (Lee, Bernays, Grunig, and others)
- describe communication channels (for example, paid advertising, media relations)
- identify potential blocks or barriers to effective communication
- identify crisis communication scenarios
- outline the components of the RACE and ROSIE theories
- explain the role of research in message development and issue identification
- describe different communication vehicles (for example, brochures, videos)
- select measurement and evaluation criteria
- identify target audiences
2. Strategic Communication Practice
- explain the role of the communication/PR specialist within the organizational environment
- describe communication and public relations activities and writing tasks
- evaluate and respond to crisis communication scenarios
- demonstrate the distinctions between strategy and tactics
- describe strategies for managing image and reputation
- write a strategic communication/public relations plan
- classify the different functions of public relations practice
- describe the role of internal and external communication
- discuss the ethics, law, and responsibility of public relations
Students who successfully complete this course will be able to:
1. explain the theory and models of strategic communications and public relations
2. describe the role of the communications/PR professional
3. identify and use the strategies, tactics, and techniques of crisis communications and PR programs
4. understand the best practices of the different functions of public relations
5. develop, write, and assess a strategic communications/public relations plan
Students are expected to be self-motivated and to demonstrate professionalism, which includes active participation, good attendance, punctuality, effective collaboration, ability to meet deadlines, presentation skills, and accurate self-evaluation.
Evaluation is consistent with the Douglas College Evaluation Policy and will be based on this general format:
| Short writing samples (for example, press releases, media advisory) | 20% |
| Media relations assignment | 20% |
| Crisis communication case study presentation | 20% |
| Strategic communication/public relations plan | 30% |
| Professionalism/participation (as defined above) | 10% |
| 100% |
Texts may include a current edition of Fraser Seitel’s The Practice of Public Relations.
Acceptance into the Post-Degree Diploma in Professional Communication
or a minimum of 45 credit hours including a university-transfer course in English, Communications, or Creative Writing with a grade of B or higher
or permission of the Professional Communication program coordinator
None