PRMM Course Content

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Type                                                    :  Optional

Course Code                                       :  PRMM 11033

Title                                                     :  Strategic Public Relations

Learning Outcomes                           :

After the completion of this course unit the student should be able to;      Clarify the basic definitions and analysis of Public Relations.

  • Discuss various aspects and unique characteristics in the field of Strategic Public Relations.
  • Apply the general Public Relation concepts in the context of a specific profession.
  • Design selected classifications, types, distinctions, models, and its conception and development through the history of PR as a discipline.

Course Contents                                :

Introduction to Strategic Public Relations, Perspectives of Strategic Public Relations, Basic Components of Public Relations, Definitions of Public Relations, Classifications and types of Public Relations, Theories and Concepts of Public Relations and its Social Applicability in the various professions, Government Relations and Public Opinion (Government Relations for Organization at both the Political and Public service level including lobbying, Advocacy and Regulatory issues, Coalition Building, Public Opinion from variety of  angles, Media and Democracy), Applied Public Relations Communication, Diversity and Community Relations.


Method of teaching & Learning       :  Lectures, Discussions, Active Learning

Scheme of Assessment                      :  Assignments, Viva presentations and end of semester examination.

Recommended Readings                   :

  • Theaker, A. (2006). The Public Relation Hand Book. U.K, Routledge.
  • Boorstin, D. J. (1964). the Image; A Guide to Pseudo-events in America: New York, Harper & Row Publishers.
  • Dilenschneider, R. L. (1990). Power and Influence; Mastering the Art of Persuasion. New York: Prentice Hall Press.
  • Bernays, E. L. (1986). The Later Years: Public Relations Insights. New York: H & M Publishers.
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