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COMM411: Public Relations
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Public Relations Internships
Course Syllabus
Course Syllabus
Unit 1: Foundations of Public Relations
1.1: Key Innovations and Founding Figures in the Development of Public Relations
The Economist: "Rise of the Image Men"
Mastering Public Relations: "Chapter 1: The Importance of Public Relations"
Mastering Public Relations: "Chapter 2: What Is Public Relations?"
Wikipedia: "Public Relations"
Steve Simon's "Traditional PR Still Remains Strong"
Peter Granat's "A Recipe for Marketing Success"
1.2 Models and Roles of Public Relations
Mastering Public Relations: "Chapter 3: Models and Approaches to Public Relations"
Mastering Public Relations: "Chapter 4: Public Relations as a Management Function"
1.3: New Directions in Public Relations
Marsha Friedman's "The Past, Present and Future of Public Relations"
Blake Miller's "The New Rules for Public Relations"
Unit 1 Discussion
Unit 1 Discussion
Unit 2: Public Relations Components and Planning
2.1: Essential Components of Public Relations Planning
Mastering Public Relations: "Chapter 5: Organizational Factors for Excellent Public Relations"
Mastering Public Relations: "Chapter 6: Public Relations and Organizational Effectiveness"
2.1.1: Public Relations Primer
Steven R. Van Hook's "Media and Public Relations: A Primer"
2.1.2: Fundamental Terms and Concepts
Steven R. Van Hook's "Marketing Fundamentals”
2.2: The Public Relations Plan
Mastering Public Relations: "Chapter 8: Public Relations Research: The Key to Strategy"
2.2.1: Preparing the Public Relations Plan
Craig Miyamoto's "How to Write a Comprehensive Public Relations Plan"
2.2.2: Public Relations Planning Primers
Steve Le Vine's "Public Relations: Your Saving Grace?"
Pari Noskin Taichert's "Plan It: A Four-Point PR Primer"
2.3: Constructing a Strategic Public Relations Plan
Mastering Public Relations: "Chapter 9: The Public Relations Process"
Unit 2 Discussion
Unit 2 Discussion
Unit 3: Key Target Audiences
3.1: Publics and Demographics
Mastering Public Relations: "Chapter 7: Identifying and Prioritizing Stakeholders and Publics"
Steven R. Van Hook's "Who Are Your Publics?"
3.2: International and Global Demographic Research Resources
Steven R. Van Hook's "Marketing Research Resources"
3.3: Formulating Messages for Diverse Demographics
Formulating Messages for Diverse Demographics
Steven R. Van Hook's "Transcultural Communications"
Unit 4: Media Relations
4.1: Traditional and New Media Outlets
Steven R. Van Hook's Media and Public Relations Primer: "Module 3: Understanding the Media"
Media and Technology
Mastering Public Relations: "Chapter 10: The Practice of Public Relations"
4.2.1: Attracting Media Attention
Attracting Media Attention
Steven R. Van Hook's "Communication Appeals and Tactics"
Attracting Media Attention
4.2.2: The Media Release
Media Releases
Steven R. Van Hook's Media and Public Relations Primer: "Module 4: Effective Media Releases, Kits, and Conferences"
4.2.3: Pitching Your Story
Pitching Stories
4.2.4: Presenting Yourself to the Media
Presenting Yourself
Steven R. Van Hook's Media and Public Relations Primer: "Module 5: Preparing for Media Interviews"
4.2.5: Maintaining Media Relationships
Maintaining Media Relationships
4.3 Writing for Owned Media
Write Like a PR Pro: "Chapter 4: Blogging"
4.4 Writing for Video and Visuals
Writing for Video and Visuals
Unit 4: Media Relations
4.1 The Practice of Public Relations
4.2 Writing for Earned Media (Media Relations)
4.2.1 The Associated Press Style
4.2.2 Keeping up with Current Events
4.3 Writing for Owned Media
4.4 Writing for Video and Visuals
Unit 4 Discussion
Unit 5: Writing for Public Relations
5.1.1: Conducting Research
Mastering Public Relations: "Chapter 8: Public Relations Research: The Key to Strategy"
5.1.2: Reference Materials for Proper Writing Style
The Associated Press Stylebook
5.1.3: Writing Primers
Steven R. Van Hook's "Best Writing Tips"
Improving Your Writing
5.2: Preparing PR Communications
Write Like a PR Pro: "Writing for Social Media"
5.2.1: Creating PR Materials
Creating PR Materials
5.2.2: Public Presentations
Public Speaking
5.2.3: Internal Communications
All About Public Relations
Unit 5 Discussion
Unit 5 Discussion
Unit 5: Writing for Public Relations
5.1 Public Relations to Social Relations
5.2 Writing for Social Media
5.3 Social Media Influencers
5.4 Measuring Social Media Influence
Unit 6: Social Projects and Public Relations
6.1: Public Relations in Social Marketing
Nedra Kline Weinreich's "What Is Social Marketing?"
Steven R. Van Hook's "Social Marketing"
6.2: Methods of Social Public Relations
Mastering Public Relations: "Chapter 10: The Practice of Public Relations"
Methods of Social Public Relations
6.3.1: Connecting with Social Programs
Connecting with Social Programs
6.3.2: Support Resources for Social Project Planning
Steven R. Van Hook's How-To Marketing: "Social Marketing"
Unit 6 Discussion
Unit 6 Discussion
Unit 6: Social Projects and Public Relations
6.1 The Practice of Public Relations
6.2 Cause-Related Public Relations
6.3 Issues Management
6.4 Crisis Communication
Unit 7: Crisis Communications
7.1: Crisis Events and Plan Preparation
Crisis Events and Plan Preparation
7.2.1: How to Avoid Crises
How to Avoid Crises
7.2.2: How to Apologize
Richard S. Levick's "The Art of Mea Culpa"
7.2.3: How to Fix Crises
How to Fix Crises
7.3 : Case Studies
Case Studies
Unit 7 Discussion
Unit 7 Discussion
Unit 7: Ethical Issues in Public Relation
7.1 Codes of Ethics Governing Public Relations Practitioners
7.2 Applying Codes of Ethics
Unit 8: Careers in Public Relations
8.1: Codes of Ethics Governing Public Relations Practitioners
Codes of Ethics
Illinois Institute of Technology, Center for the Study of Ethics in the Professions
8.2: Applying Codes of Ethics
Mastering Public Relations: "Chapter 11: Ethics, Leadership and Counseling, and Moral Analyses" and "Chapter 12: Best Practices for Excellence in Public Relations"
Steven Le Vine's "How to Run Ethically Sound PR Campaigns"
The Center for Media and Democracy: "PR Watch”
Unit 8 Discussion
Unit 8 Discussion
Unit 9: Careers in Public Relations
9.1: Job Outlook for Public Relations Professionals
U.S. Bureau of Labor Statistics: Occupational Outlook Handbook: "Public Relations Managers and Specialists"
Steven R. Van Hook's How-To Marketing: "Marketing Employment Trends"
9.2.1: Just Starting Out
Just Starting Out
9.2.2: Public Relations Internships
Public Relations Internships
Internship Programs
9.2.3: Entry-Level Public Relations Jobs
Entry-Level PR Jobs
9.2.4: Career Advancement
Career Advancement
9.3: Research: Employment Resources for Public Relations Job Placement
Public Relations Society of America, Job Center
Steven R. Van Hook's "Your Future in Public Relations"
Database of Transnational Organizations
Public Relations Society of America, Job Center
Unit 9 Discussion
Unit 9 Discussion
Unit 9: Professional Development
9.1 Professional Development Resources
Unit 10: Professional Development
10.1: Research: Professional Resources for Career Development
Council of Public Relations Firms
International Association of Business Communicators
Public Relations Society of America
10.2: Forming Professional Social Networks
Forming Professional Social Networks
Unit 10 Discussion
Unit 10 Discussion
Course Feedback Survey
Course Feedback Survey
Certificate Final Exam
COMM411: Certificate Final Exam
H5P Content
Chapter 5 H5P
Chapter 6 H5P
Chapter 7 H5P
Chapter 8 H5P
Chapter 9 H5P
Chapter 10 H5P
Writing like a Pro
Re-Fueling the Talent Tank
Chapter 4 H5P
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COMM411: Public Relations
Public Relations Internships
Public Relations Internships
Completion requirements
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Read these articles on internship issues.
Steven R. Van Hook's "Should I be a PR Intern?"
Sarah Smith's "Networking Without an Internship"
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Course Syllabus
The Economist: "Rise of the Image Men"
Mastering Public Relations
: "Chapter 1: The Importance of Public Relations"
Mastering Public Relations
: "Chapter 2: What Is Public Relations?"
Wikipedia: "Public Relations"
Steve Simon's "Traditional PR Still Remains Strong"
Peter Granat's "A Recipe for Marketing Success"
Mastering Public Relations
: "Chapter 3: Models and Approaches to Public Relations"
Mastering Public Relations
: "Chapter 4: Public Relations as a Management Function"
Marsha Friedman's "The Past, Present and Future of Public Relations"
Blake Miller's "The New Rules for Public Relations"
Unit 1 Discussion
Mastering Public Relations
: "Chapter 5: Organizational Factors for Excellent Public Relations"
Mastering Public Relations
: "Chapter 6: Public Relations and Organizational Effectiveness"
Steven R. Van Hook's "Media and Public Relations: A Primer"
Steven R. Van Hook's "Marketing Fundamentals”
Mastering Public Relations
: "Chapter 8: Public Relations Research: The Key to Strategy"
Craig Miyamoto's "How to Write a Comprehensive Public Relations Plan"
Steve Le Vine's "Public Relations: Your Saving Grace?"
Pari Noskin Taichert's "Plan It: A Four-Point PR Primer"
Mastering Public Relations
: "Chapter 9: The Public Relations Process"
Unit 2 Discussion
Mastering Public Relations
: "Chapter 7: Identifying and Prioritizing Stakeholders and Publics"
Steven R. Van Hook's "Who Are Your Publics?"
Steven R. Van Hook's "Marketing Research Resources"
Formulating Messages for Diverse Demographics
Steven R. Van Hook's "Transcultural Communications"
Steven R. Van Hook's
Media and Public Relations Primer
: "Module 3: Understanding the Media"
Media and Technology
Mastering Public Relations
: "Chapter 10: The Practice of Public Relations"
Attracting Media Attention
Steven R. Van Hook's "Communication Appeals and Tactics"
Attracting Media Attention
Media Releases
Steven R. Van Hook's
Media and Public Relations Primer
: "Module 4: Effective Media Releases, Kits, and Conferences"
Pitching Stories
Presenting Yourself
Steven R. Van Hook's
Media and Public Relations Primer
: "Module 5: Preparing for Media Interviews"
Maintaining Media Relationships
Write Like a PR Pro
: "Chapter 4: Blogging"
Writing for Video and Visuals
Mastering Public Relations
: "Chapter 8: Public Relations Research: The Key to Strategy"
The Associated Press Stylebook
Steven R. Van Hook's "Best Writing Tips"
Improving Your Writing
Write Like a PR Pro
: "Writing for Social Media"
Creating PR Materials
Public Speaking
All About Public Relations
Unit 5 Discussion
Nedra Kline Weinreich's "What Is Social Marketing?"
Steven R. Van Hook's "Social Marketing"
Mastering Public Relations
: "Chapter 10: The Practice of Public Relations"
Methods of Social Public Relations
Connecting with Social Programs
Steven R. Van Hook's
How-To Marketing
: "Social Marketing"
Unit 6 Discussion
Crisis Events and Plan Preparation
How to Avoid Crises
Richard S. Levick's "The Art of Mea Culpa"
How to Fix Crises
Case Studies
Unit 7 Discussion
Codes of Ethics
Illinois Institute of Technology, Center for the Study of Ethics in the Professions
Mastering Public Relations
: "Chapter 11: Ethics, Leadership and Counseling, and Moral Analyses" and "Chapter 12: Best Practices for Excellence in Public Relations"
Steven Le Vine's "How to Run Ethically Sound PR Campaigns"
The Center for Media and Democracy: "PR Watch”
Unit 8 Discussion
U.S. Bureau of Labor Statistics:
Occupational Outlook Handbook
: "Public Relations Managers and Specialists"
Steven R. Van Hook's
How-To Marketing
: "Marketing Employment Trends"
Just Starting Out
Internship Programs
Entry-Level PR Jobs
Career Advancement
Public Relations Society of America, Job Center
Steven R. Van Hook's "Your Future in Public Relations"
Database of Transnational Organizations
Public Relations Society of America, Job Center
Unit 9 Discussion
Council of Public Relations Firms
International Association of Business Communicators
Public Relations Society of America
Forming Professional Social Networks
Unit 10 Discussion
Course Feedback Survey
COMM411: Certificate Final Exam
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