Synopsis

The syllabus deals with the principles and an introduction to the practice of public relations. It covers the history and evolution of public relations, how to identify publics and the need for public relations programs, how to plan and manage these programs and how to evaluate their effectiveness, how to manage relations with relevant publics and how to apply the range of communication processes needed and used.

Outcome

• Identify the overview of modern public relations practice in both the business and non-business sectors
• Possess an appreciation of the specialised ways in which communication skills and concepts must be applied in PR.
• Explain the relationship between PR and other major business disciplines, especially marketing and management.