Swann, Patricia (2014). Cases in Public Relations Management: The Rise of Social Media and Activism, (2^nd Ed.). ISBN: 978-0-415-51771-3

Students study public relation campaigns to learn how decision makers in the public and private sectors research, plan, execute, and evaluate communication campaigns. Topics include cases in media relations, internal communications, community relations, public affairs, governmental relations, investor relations, consumer relations, and international public relations. Students use their knowledge of public relations theories, strategies, and techniques to create a public relations campaign for an existing or hypothetical organization. Topics include the planning, implementation, promotion, and evaluation of events. Prerequisite: CT201 and CT205

1. Understand how to plan, implement, and evaluate a public relations campaign.
2. Know how to conduct research and select appropriate information for your campaign.
3. Learn how to set goals and objectives, establish themes and messages, and choose channels and strategies.
4. Understand the areas of law which apply to a public relations campaign.
5. Understand the theories behind persuasion and opinion forming.