Public Relations Theories and Applications

Course description

Whether working in a small start-up or large multinational company, Executive Assistants (EAs) play a pivotal role in managing an organization’s image and brand across multiple internal and external stakeholders. In this course, students will be introduced to the foundational principles of Public Relations (PR) including media relations, crisis communications, reputation management, community relations, social media and employee communications. Students will develop PR plans based on the R.A.C.E. framework. Additionally, students will demonstrate how their own personal PR plays a significant role in reflecting an organization’s brand. Through case studies based on current situations, experiential learning activities and practical assignments, students will deepen their ability to work strategically and broadly while developing critical thinking skills.

Course details