Skip to main content


Public Affairs

IMC 638

Course testimonial from WVU IMC graduate, John McPherson:

“This was one of the best conceived and immediately applicable courses in my IMC program experience. Government is ubiquitous. The simple fact is all of us are one government proposal away from having to mount a successful integrated campaign or face additional regulation, higher taxes, increased costs, or even the closing of our business. For most employers maintaining good, effective government-stakeholder relations is essential, and aligns directly with the IMC philosophy. Most lessons are supplemented by extensive video interviews with ‘validators,’ highly-regarded experts in the field who provide insight from their unique perspective. This was enormously valuable and gave the course a very current, personal feel. Knowing how to mount a campaign to preserve your tax status, or your funding source, or ease regulatory restrictions is every bit as important as marketing your brand. More so: if a government move restricts sales or diminishes profit, the best brand in the world will suffer.”

Course Description

Explores ways to leverage public policy relationships and strategic partners to enhance an organization’s brand and marketing strategy. Incorporates theory and real-world experience through examination of case studies.


Topics in this course may include:
Understanding Government & its Impact 
Public Relations: How it’s Used by Government & Constituencies
Engaging Constituencies
Ethics, Responsibility & Transparency
Message Development, Training & Discipline
Media Relations
Social Media & Online Advocacy
Crisis & Reputation Management
Campaign Effectiveness & Sustainability 

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 subjec t to change without notice.