Public Relations

Public relations is the art and science of managing communication between an organization and its key public constituents, building, sustaining and developing its positive image. According to PR scholars including James Grunig, Scott M. Cutlips and Allen H. Center: PR is a planned effort to influence opinions of various publics through good character and responsible performance based upon mutual satisfactory two-way communication. This course is designed to provide the students with a more comprehensive understanding of PR, so it integrates and applies relevant theories of relationship management, situational publics and rhetorical competence to the analysis of PR in the following relationship management dimensions: 1. Evaluation of public attitudes and opinions; 2. Formulation and implementation of an organization’s policy and procedures regarding communication with its publics; 3. Coordination of communications programs; 4. Fostering rapport and good-will through a two way communication process; 5. Assisting in enhancing the corporate and brand image.