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Courses

Fundamentals of Social Media:

In this course, we will explore emerging social media technologies and study their application in contemporary PR practice. We will not only examine these technologies from a theoretical perspective by reading scholarly research and writings from PR professionals, but we will also learn how to use and author content for such online PR tools ourselves. Technologies we will cover include: blogs, microblogs, collaboration tools, podcasts, RSS feeds, viral video, social bookmarking, and other emerging web technologies. We will also study how to use such technologies to monitor conversations on the Internet, engage online communities, identify influencers, and establish thought leadership.

The Agency:

Students learn to apply theory and production skills in providing communications products and services to clients. Projects involve some independent work, but the major emphasis is on teamwork in an effort to propose, plan and deliver media projects to specific client needs. This course can be repeated once. Prerequisite: JRNL 314 Writing for Public Relations

Integrated Campaigns:

This course introduces students to the theory and practice of integrated marketing public relations (IMPR) and provides an overview of developments in the field. Students learn an integrated approach toward PR/MKTG/Advertising and Social Media. Some of the topics addressed in the course include the growing developments between public relations (PR) and marketing, the history and development of advertising and public relations, public opinion and its role in IMPR planning, media relations, research for campaign design, global communication, and crisis management.

Intro to Public Relations:

This survey course introduces students to the theory and practice of public relations.  Topics include: the historical and professional development of the field; the concepts, principles, theories, and models that guide PR practice; PR’s impact on publics and its functions in society; and the variety of public relations activities and tools.  Topics will be addressed through reading, lecture, discussion, individual and group projects, and “hands-on” assignments both in and outside of class.  There will be an emphasis on clear and accurate writing, attention to detail, and appeal to audience.

Writing for Public Relations

This is a professional course in writing related to public relations activities.  You will obtain knowledge of the basic principles of public relations writing and gain experience in writing for public relations.  The primary objective of this class is to make you more proficient in the various forms of public relations writing targeted to specific audiences. These forms of public relations writing include news releases, fact sheets, media lists, speeches, feature stories, letters, memoranda, company histories, advertising and advertorials, commentary (such as letters to the editor or opinion pieces), newsletters and brochures.   In the process of studying and practicing writing, we will discuss the role of public relations in organizations, message design concepts and the research process PR practitioners go through before writing.  This background is essential to the composition of successful messages.

Crisis Communication:

Today’s public relations professionals have entered a new era where preparedness to respond rapidly to various levels of crisis is essential, especially with the 24/7 always on interaction between a company and the public. Building a positive reputation through the strategic management of communications with internal and external audiences during good times is a necessary foundation for withstanding negative press. Utilizing analysis techniques, public relations tactics, and hands-on projects, students will evaluate crisis situations, create and implement a strategic crisis communication plan, and engage in media training to learn to coach spokespersons, while maintaining the organization’s reputation and contribute to the post-crisis recovery and renewal of an organization.

 

 

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Alissa Petsche

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Southeast Michigan Media Lab

A project in Ypsilanti started by Heritage Media

Frugal & Fearless

PR & Social Media Professor, Author, Social Media junkie, Connect with me: @ginaluttrell www.ginaluttrellphd.com

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PRSA's professional development blog

PR & Social Media Professor, Author, Social Media junkie, Connect with me: @ginaluttrell www.ginaluttrellphd.com

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