| PUBLIC RELATIONS AND PUBLICITY | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| PRL3531 | Public Relations Management and Strategy | Fall | 3 | 0 | 3 | 5 |
| The course opens with the approval of the Department at the beginning of each semester |
| Language of instruction: | En |
| Type of course: | Must Course |
| Course Level: | Bachelor |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Prof. Dr. İDİL KARADEMİRLİDAĞ SUHER |
| Course Lecturer(s): |
Prof. Dr. HALUK GÜRGEN Prof. Dr. İDİL KARADEMİRLİDAĞ SUHER Prof. Dr. HASAN KEMAL SUHER |
| Course Objectives: | This course helps students to gain knowledge and practical skills in research, planning and budgeting for strategic communication campaigns. They learn to develop and implement strategy by identifying the present situations for a corporation, it’s publics and options for communication and relationship management. Students will learn about further topics in communication tactics, message development and relations with different publics. |
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The students who have succeeded in this course; 1) Students will be able to define the strategic public relations campaign flow. 2) Students will be able to apply formative research principles for public relations strategic planning. 3) Students will be able to identify and analyze special publics. 4) Students can recognize the spesific types of goals and objectives in a public relations campaign. 5) Students will be able to compare and contrast the proactive and reactive public relations action strategies. 6) Students can produce public relations strategic messages in line with organisational mission and goals. 7) Students will be able to define different types of media tactics tools (interpersonal, organizational and news media) in public relations campaign development. 8) Students will be able to put the implementation steps of a strategic Public Relations plan in line accurately. 9) Students can formulate the correct evaluation plan for a strategic public relations campaign. 10) The students will be able to develop a comprehensive (tactical and strategic) public relations campaign including research, planning, implementation, evaluation, effectiveness, and creativity for an organizational client. |
| This course is built on the expansions of research, objectives, planning and evaluation steps, which are the basic components of a strategic public relations management. |
| Week | Subject | Related Preparation | |
| 1) | Introduction: Overview of the strategic planning process. | ||
| 2) | Analyzing the situation and organization. | ||
| 3) | Analyzing the publics. | ||
| 4) | Setting goals and objectives. | ||
| 5) | Public relations action and response strategies. | ||
| 6) | Proactive and Reactive Cases Analysis | ||
| 7) | Setting the messages for each target public | ||
| 8) | Using effective communication for developing messages / Rhetorical Tradition | ||
| 9) | Selecting communication tactics, Interpersonal and organizational techniques | ||
| 10) | Selecting communication tactics for news, advertising and promotional media | ||
| 11) | Implementing the strategic plan, schedule and budgeting | ||
| 12) | Evaluation of the strategic plan | ||
| 13) | Sample Strategic Plan Analysis | ||
| 14) | Review For The Final Exam | ||
| Course Notes: | |
| References: | Strategic Planning for Public Relations. Ronald D. Smith. |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | % 0 | |
| Laboratory | % 0 | |
| Application | % 0 | |
| Field Work | % 0 | |
| Special Course Internship (Work Placement) | % 0 | |
| Quizzes | % 0 | |
| Homework Assignments | % 0 | |
| Presentation | % 0 | |
| Project | % 0 | |
| Seminar | % 0 | |
| Midterms | 1 | % 40 |
| Preliminary Jury | % 0 | |
| Final | 1 | % 60 |
| Paper Submission | % 0 | |
| Jury | % 0 | |
| Bütünleme | % 0 | |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| Total | % 100 | |
| Activities | Number of Activities | Workload | |
| Course Hours | 14 | 42 | |
| Laboratory | |||
| Application | |||
| Special Course Internship (Work Placement) | |||
| Field Work | |||
| Study Hours Out of Class | 14 | 76 | |
| Presentations / Seminar | |||
| Project | |||
| Homework Assignments | |||
| Quizzes | |||
| Preliminary Jury | |||
| Midterms | 1 | 3 | |
| Paper Submission | |||
| Jury | |||
| Final | 1 | 4 | |
| Total Workload | 125 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | To prepare the students to become communication professionals by focusing on strategic thinking, professional writing, ethical practice and innovative use of traditional and new media | 5 |
| 2) | To be able to create effective public relations plans using fundamental planning components that include situation analysis, public profile, objectives, strategies and tactics. | 5 |
| 3) | To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how public realtions works. | 4 |
| 4) | To be able to have the ability to explain and identify problems associated with the relationships between events and facts in the areas of public relations, persuasive communication, communication management, corporate communications. | 4 |
| 5) | To be able to analyze primary and secondary research data in the fields of perception and reputation management and corporate communication practices. | 3 |
| 6) | To be able to search, write, and design articles, newsletters, and fliers, brochures, and announcements, in styles and formats appropraite various audiences, mediums and settings. | 1 |
| 7) | To be able to apply the underlying theories of communication and the necessities of work safety to different types of public relations processes and campaigns. | 4 |
| 8) | To be able to develop creative and persuasive management skills in terms of reputation, employee relations, leadership and similar corporate practices. | 3 |
| 9) | To be able to take responsibility in an individual capacity or as a team in generating solutions to given scenarios which can occur in public relations processes. | 2 |
| 10) | To be able to understand how an organizational culture works and how employees and leaders create messages as a communication tool. | 3 |
| 11) | To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of public relations. | 3 |
| 12) | To be able to to use information, communication technologies and computer software with the required level of public relations, marketing communication, persuasive communication, communication management, corporate communications. | 3 |
| 13) | To be able to explain and describe business marketing activities, economics, business law and global business practices. | 2 |
| 14) | To be able to recognize national and international, social and cultural dimensions of public relations. | 2 |