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50 - LONG - Long-Term Programs


LONG 514 - Business Communication and Public Relations (26 Weeks)

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Course Description

The Diploma in Business Communication and Public Relations teaches how to develop and implement communication programs, manage an organization’s reputation in the market, and identify and analyze the issues involved in implementing public sector information campaigns. Graduates will be able to relate effectively with the media, work in the social context within which communication disciplines are practiced, and apply appropriate ethical standards to their professional performance. This is an excellent qualification for communication professionals who want to advance their career, and for students training for communication, legal, management and IT careers. Graduates will be equipped to work in corporate communication, public sector communication, public relations, employee communication and online communication.

Course Objectives

  • To understand and apply theoretical principles and practical skills in managing the activities of professional public relations
  • To understand and have a working knowledge of business and organizational communication management and culture
  • To communicate and write effectively in a variety of contexts and for a variety of audiences, developing writing and tactical skills in strategic communication
  • To learn how to plan and implement strategic communication plans
  • To manage the legal and ethical communication processes involved in issues and crisis management
  • To maintain a working knowledge of media management, especially social media, in contemporary public relations practice

Who Should Attend?

  • Managers  
  • Supervisors  
  • Businessmen
  • Individuals with several years of public relations work experience looking for professional development and advancement 
  • Students with a background in journalism, communications and public relations
  • Anyone who aspires to increase his knowledge in this field

Course Details/Schedule

Week 1

  • Concepts and roles within business communication and public relations
  • Scope and framework of public relations
  • Situation analysis
  • Objectives and measurement of communication effectiveness
  • Public relations strategy and tactics

Week 2

  • The nature of public relations
  • Organizational culture and change
  • Public relations tools and skills
  • Developing best practices
  • Communication theories
  • Writing for public relations
  • Building and managing corporate image
  • Events management
  • Crisis management in public relations
  • Securing the sponsorship of events
  • Monitoring and evaluating public relations activities

Week 3

  • Contemporary theories of, and approaches to, public relations in key areas including corporate social responsibility and employee relations
  • Ethical and rhetorical issues as these arise in the development and deployment of public relations strategies and tactics

Week 4

  • Strategies for developing and fostering effective relations with the news media to achieve specific communications goals
  • Developing familiarity with media directories
  • Creating targeted media lists
  • Monitoring media coverage
  • Framing answers to questions from the media
  • Designing special events to attract media attention

Week 5

  • PR writing formats
  • Writing news and feature stories
  • Applying the fundamentals of clear, concise, coherent written communication designed to inform specific readers

Week 6

  • Different writing formats required in a corporate communications setting
  • Memos
  • Proposals
  • Brochures
  • Advertorials
  • guest columns
  • pitch letters
  • product news releases

Week 7

  • Introduction to marketing 
  • Basic marketing principles 
  • Consumer psychology 
  • Understanding MPR: marketing public relations 
  • The marketing perspective of public relations: the new partnership 
  • The importance of PR and the marketing Mix 
  • How MPR adds values 
  • Planning MPR 
  • Research in MPR planning 
  • The future of marketing public relations

Week 8

  • Types of public relations programs (PRP)
  • Planning a PRP 
  • Budget planning and scheduling 
  • Conducting research 
  • Selective appropriate media 
  • Executing a PRP 
  • Evaluating a PRP 

Week 9

  • Importance of research and evaluation in PR 
  • Common PR research methods 
  • Qualitative & quantitative research 
  • Media research 
  • Sampling techniques 
  • Drawing up a questionnaire 
  • Implementation of a survey 
  • Research summary and evaluation 
  • Research reports 
  • Effectiveness of public relations research

Week 10

  • Development of communication auditing and planning
  • Implementation and management of communication
  • The development and refining of communication policy and systems
  • Relationship between culture and human communication
  • Analytical, research and applied dimensions of intercultural communication study
  • Current scholarly debates and research
  • Communication concepts and theories to intercultural situations
  • Evaluating and improving own intercultural communication competence

Week 11

  • Economic, political and cultural issues in global communication
  • Interpretation and response to global communication issues
  • Effects of information and communication technology

Week 12

  • Relationship between communication and successful change
  • Communication strategies in support of organizational and project change
  • How to react to change
  • How to use communications to move change forward

Week 13

  • Foundation Tools
  • The Communication Process
  • Communication Skills
  • Challenging Situations
  • Understanding and Managing Conflict

Week 14

  • Origins and nature of corporate communications and public relations
  • How communications and public relations are carried out within businesses
  • Approaches to internal and external communications
  • Strategies that corporate communicators use to solve business problems

Week 15

  • Identifying ethical issues in business situations
  • Resource plans and ethics
  • Ethical decisions and recommend ethical actions

Week 16

  • Aspects of effective style (sentence length, active voice, and brevity)
  • Eliminating unnecessary words
  • Different techniques to organize and structure letters and memos
  • Analyzing and identifying purpose, audience, and message
  • Writing with a positive, reader-oriented tone
  • Understanding the importance of editing
  • Draft an effective business letter

Week 17

  • The skills of event management
  • Best practices in the specialized area of event management
  • Working in small teams
  • Creating and executing an actual event, from start to finish

Week 18

  • Identification of measurable tasks, project scope, scheduling and budgeting
  • Fundamental role of working with outside agencies/contractors as well as internal clients
  • Managing for print and other communication projects

Week 19

  • Strategy development
  • Client management
  • Program research, planning, design and evaluation
  • Budgeting and scheduling for campaigns

Week 20

  • Preparing for presentation
  • Briefing notes
  • Presentation opening
  • Speeches of introduction
  • Variety, interest, and emphasis in presentations
  • Feedback
  • Asking questions to encourage discussion
  • Listening for audience response
  • Powerful/Powerless Presentations
  • Presentation do’s and dont´s

Week 21

  • Preparation for meetings
  • Examples of difficult questions
  • Understanding the question
  • Analyzing the difficult questions
  • Responding to difficult questions

Week 22

  • Fundamentals of effective design 
  • Visual sensibilities
  • Basic knowledge of using computers tools for page design

Week 23

  • Issues and crisis management in public relations
  • Principles for communicating in a conflict or crisis situation
  • Stakeholder engagement
  • Negotiation, mediation and conflict resolution skills

Week 24

  • Practice and strategies for improving pronunciation
  • Using the phonemic chart
  • Word stress, sentence stress, intonation and linking words

Week 25

  • Getting your message across
  • Writing agendas and chairing meetings
  • Taking notes and writing action minutes

Week 26

  • Collaborative methods and techniques for problem solving and conflict resolution
  • Mutually agreeable solutions
  • Examining the differences among interests, issues, options, and proposals