APPLIED PUBLIC RELATIONS
Course testimonial from WVU IMC graduate, Ashley Noland:
“After perusing the courses offered by WVU’s IMC program, I knew that I wanted to take public relations courses – specifically Applied Public Relations. I knew early on that I most enjoyed the PR side of communications and was eager to gain knowledge and experience in this field. The course discussed challenges that arise in the world of PR and taught me methods to tackle issues timely and efficiently. While I really enjoyed the course as a student, I must say that the lessons I learned most resonated with me after I graduated and took my first job in public relations. PR is a fast-paced, high-speed field and having training on how to tackle the tough issues has been invaluable. Oftentimes in my current role there are small issues that are eclipsed by one larger problem that needs to be handled with care and grace. Applied Public Relations taught me the ability to triage the issues so that my efforts have the most impact and retain my agency’s good name.
Anyone with an interest in public relations should definitely consider taking this course as it has immeasurable value both in and out of the IMC program. Between case studies of real life PR crises and the course discussion, Applied Public Relations gave me a fantastic grasp of how to navigate difficult PR situations in my career.”
Course DescriptionProvides practical knowledge and hands-on experience in public relations from both the client and agency perspective. Students develop and produce PR tools and tactics including press releases, public service announcements, crisis communication plans, speeches, newsletters, and special events for a chosen client.
Course Learning Outcomes
Upon successful completion of IMC 628, students will be able to:
- Discuss the challenges involved in planning and implementing PR activities.
- Develop a SWOT analysis.
- Identify the advantages and disadvantages of using a celebrity spokesperson.
- Explain the characteristics of effective press releases and speeches.
- Develop a crisis communications plan.
- Recognize the roles of management, front-line employees and volunteers in internal communications.
- Draft an internal communications plan.
- Discuss the concept of cause marketing and the benefits it provides.
- Develop an account pitch.
Your final assignment is to develop a pitch presentation for your chosen client. As part of this course, you are assuming the role of an Account Executive from a real PR firm. A key function of the AE will be to meet with the nonprofit’s board of directors to make a professional sales pitch to win their business. Your goal is to win a 12-month PR contract. Prepare your pitch presentation in PowerPoint. The design and format of your slides is up to you. Creativity, persuasive communication and a demonstration of your agency’s PR capabilities are essential to this plan.
Your pitch should include:
- Who you see as key publics for your chosen nonprofit organization.
- A minimum of one core problem you feel the client faces.
- The goal of your PR efforts for the next year (relate it back to the core problem[s]).
- The objectives you will set based on your goal.
- Strategies you suggest.
- Tactics you would propose using.
- A proposed PR budget and timeline (include in your budget a breakdown of your agency’s fees).
- A discussion of your agency’s PR capabilities and related “wins.”
|Topics in this course may include:|
|Public Relations: Introduction/Review from the Client and Agency Perspective
|Understanding the Client and the Agency: Dual SWOT Analyses
|Media Relations and Tools
|Crisis Communication Planning
|Internal Publics and Customer Service
|Use of the Internet and Webpages
|The Role of Special Events
|The Role of Research
This information was taken directly from the syllabus of this IMC course.
While it is our intent to supply students with an accurate overview of the class,
please note that the information was used in a previous session and, thus, is
t to change without notice.