College: Social Programs

This major focuses on the strategies and techniques used to manage and enhance the public image of individuals, organizations, and brands. Students will study media relations, crisis communications, branding, and digital marketing. The program integrates theoretical knowledge with practical skills to prepare students for careers in public relations, corporate communications, media management, and marketing.

Learning Objectives:

• Understand the principles of public relations and their role in shaping public perception.
• Develop skills in formulating and delivering effective communication strategies.
• Learn media relations management techniques and crisis communications.
• Explore the principles of branding and digital marketing in public relations.
• Understand ethical and legal considerations in public relations practice.
• Analyze challenges and opportunities in public relations and publicity work.
• Develop critical thinking and problem-solving skills to address modern communication challenges.

Main Curriculum:

1. Introduction to Public Relations and Publicity - Overview of the field, its history, and importance in communication and marketing.
2. Media Relations - Techniques for building and maintaining relationships with the media and journalists.
3. Crisis Communication - Strategies for managing communications during crises and auditory challenges.
4. Branding and Corporate Identity - Principles of developing and positioning brands and managing identity.
5. Digital Marketing and Social Media - Using digital platforms and social media for public relations and publicity.
6. Public Relations Writing - Techniques for writing press releases, speeches, and other PR materials.
7. Ethics and Legal Issues in Public Relations - Study of ethical standards and legal considerations in PR practice.
8. Emerging Trends in Public Relations and Publicity - Impact of new technologies, such as AI and data analytics, on PR strategies.

Assessment Methods:

• PR campaigns and communication projects.
• Written assignments and research papers.
• Presentations on PR strategies and case studies.
• Participation in group discussions on contemporary issues.

Recommended Textbooks:

• "Effective Public Relations" by Scott M. Cutlip, Allen H. Center, and Glen M. Broom.
• "Public Relations: Strategies and Tactics" by Dennis L. Wilcox and Glen T. Cameron.
• "The New Rules of Marketing and PR" by David Meerman Scott.

Prerequisites:

Basic knowledge of communication, marketing, and media studies.

Program Duration:

Four years, combining lectures, practical projects, and internships.

Certification:

Degree in Public Relations and Publicity, depending on the program.

Target Audience:

Undergraduate and postgraduate students in fields of communication or marketing, and professionals looking to enhance their skills.

This major prepares students to manage and enhance public image through effective communication strategies, leveraging theoretical knowledge, practical skills, and emerging trends in public relations and publicity.