Course description
This Public Relations course represents a comprehensive introduction to the theories and practices of the public relations industry. Beginning with a short outline of the history and development of public relations, we distinguish between marketing and corporate communication and focus on the latter. How to communicate with media? How to conceptualize a communication strategy? How to communicate in times of crises? Those are some of the question to be addressed in this course.
Course goals
This course aims to provide both theoretical and practical knowledge of public relations and communication through lectures and seminars using real case studies, case simulations, strategies creating, writing skills development and communication techniques in communication with the different media.
Course results
- To understand the historical development of PR from past to present.
- To be able to distinguish between marketing and corporate communication.
- To understand how to interact with media, e.g. in interviews.
- To be able to use various PR tools and to know how and when to use them.
- To be able to conceptualize a communication strategy.
- To be able to measure the success of communication activities.
