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Applied Public Relations

IMC 628

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 Description

Provides 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:


Topics in this course may include:
Public Relations: Introduction/Review from the Client & Agency Perspective
Understanding the Client & the Agency: Dual SWOT Analyses
Media Relations & Tools
Crisis Communication Planning
Internal Publics & Customer Service
Use of the Internet &  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 subject to change without notice.