People Innovation Excellence


Learning Outcomes:

Upon successful completion of this course, students are expected to be able to analyze crisis communication using the application of public relations theory and communication ethics;  create a public relations plan to manage crisis communication, demonstrate effective and ethical crisis communication skills (written and verbal) with the media, measure a public relations plan to response to a crisis, practice strategic plans and ethical conduct in a communicating crisis with the media, and apply a strategic plan of crisis communication in a real-life organizational setting through an entrepreneurial project.


This course introduces students to planning and media relations as one of the interesting subjects in public relations management. By far, the most critical part of any corporate communication department is the media relations function. Its role as a disseminator of information to many of a firm’s most important constituencies is more important today. This course explores what media relations professionals should do and how best to approach a group of journalists and how firms should try to communicate with the media through relationship building. The first step before reaching them is to understand a media organization and its content. For students, the main purpose of this course is to be able to design a fully conceptual media relations plan through an in-depth comprehension of a media organization and its content. This course explores the role of public relations in a communication crisis. It focuses on the management of communication crisis, emphasizing on the practical application of theories, strategies, and tactics from a public relations perspective.

Prerequisite(s): Introduction to PR and Creative Advertising.

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