The focus of this course is on being able to clearly communicate the "why" behind each of the four steps in the Public Relations process - Research, Planning, Implementation, and Evaluation. The course will focus on three essential components of PR strategy: informed campaign design, clear messaging, and efficient measurement and evaluation. In addition, the course will address the changing nature of the industry and the challenges and opportunities presented that require PR practitioners to be proactive and flexible regarding strategy.  The course is designed to teach advanced public relations skills and features readings, discussion, research, and practice in public relations. It builds on the public relations knowledge and techniques studied in previous courses, therefore requires higher-level/ critical thinking and evaluation and clear application of concepts.

Upon successful completion of this course, students will be able to:

• Understand, identify, and discuss how PR strategy drives and is implemented in the public relations process.
• Examine ethical, legal, and management issues that can affect strategy decisions.
• Create elements of PR campaigns, both tactical and strategic.
• Demonstrate PR best practice principles through proposals and presentations.