COMS 408: Public Relations Management
Prerequisites: COMS 130 (completed with a “C” or better), COMS 225, COMS 231, COMS
330 (completed with a “C” or better), and either COMS 104 or COMS 235, or permission
of instructor.
Credit hours (3)
Detailed Description of Course
This course looks at public relations as a management function that seeks to manage
the communication between an organization and its publics. It will familiarize students
with some of the techniques available to them in controlling and managing the public
relations function. Through the use of case studies, this class will get students
thinking about the many issues facing the public relations practitioner. It also gives
students practice in acting as a public relations practitioner. It is fully expected
that students will use knowledge gained in earlier public relations courses as the
basis for this course.
Note(s): Applied Learning designated course.
Detailed Description of Conduct of Course
Taught as a lecture/discussion class, with frequent in-class exercises and case study
strategy discussions.
Goals and Objectives of the Course
After completing this course, students will be able to:
1) Define public relations as a strategic communication and management function.
2) Set and evaluate objectives for public relations plans and activities.
3) Identify the appropriate research needed for the stages of a public relations
plan.
4) Apply ethical principles to managerial decisions.
5) Successfully communicate during a crisis.
Assessment Measures
Uses a mixture of individual and group assignments as well as exams.
Other Course Information
None
Review and Approval
April 19, 2016
March 01, 2021