Public Relations Campaigns

The public relations campaign involves a number of integrated events andactivities strategically targeted toward specific audiences. Through the use of research-based objectives, the PR campaign is a vital part of an organization's efforts to establish strong relationships with stakeholders, influence particular issues, and/or change behavior. This course explores how such campaigns are conceived and developed, executed and evaluated. Students will examine research methodologies and audience segmentation in order to developan understanding of the strategy and tactics used in PR campaigns. Students will also learn how a variety of PR tools and techniques are integrated to create a consistent, multi-channel program to achieve defined organizational objectives.