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Public Relations [ENIN 204]

ENIN 204/3.0 Public Relations               

Course Description

In this course, students will learn the fundamentals of Public Relations (PR) and the basic principles, processes and applications. Students will explore the difference between PR, and marketing, and will examine the duties of creative PR practitioners before looking at the more strategic areas of focus including; PR planning, stakeholder development and management, as well as the development of communications strategies and tactical plans. Students will also examine the role of promotion and publicity within organizations and will assess how to effectively measure and evaluate a PR campaign. Course reading materials will be supplemented by practical assignments based on everyday case studies from companies such as lululemon, Burger King, Google, Apple and others. The focus is on a ‘learning-by doing’ approach that will encourage you to think critically about current events and how they relate to public relations practices. So if you have an interest in how organizations, companies, celebrities and others get their message out, and build relationship with their audiences, then this course if for you.

About the Instructor: Cormac Evans teaches Public Relations and Strategic Communications in the Queen’s Entrepreneurship and Innovation Certificate program and the Dan School’s Arts Leadership graduate program. He has 20+ years of experience in public relations and strategic planning and has worked with organizations in both the private and public sectors to help them build relationship management strategies that meet the diverse needs of stakeholders. He is currently the Executive Director of Finance and Operations for the Faculty of Arts and Science, the largest Faculty at Queen’s and provides strategic direction to Senior Management on how to effectively design and implement integrated communications strategies to suit different audiences, while also being accountable for the financial management and business operations of the Faculty in support of short and long-term planning.

Learning Outcomes:

Upon completing ENIN 204, learners will have:

  • Practiced problem-solving skills by critically analyzing current trends in public relations, including research and evaluation, event management, and social networking;
  • Applied strategy and communication tactics based on a sound understanding of public relations concepts and theory;
  • Described how the public relations process is carried out by various specializations, such as fundraising, government relations, crisis communications, and international affairs;
  • Build collegial and cooperative relationships with classmates so as to model how to form professional networks with a variety of public interest groups, internal and external clients, and the media;
  • Analyzed stakeholder interests and address a variety of public relations issues including reputation and crisis management, media relations, and social media responses;
  • Developed and delivered professional presentations;
  • Conducted and coordinated research to develop communication strategies to meet information needs of internal and external publics; and
  • Designed internal and external communications and prepared communications such as a comprehensive press kit and other collateral materials.
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