Gain an understanding of the roles and responsibilities of public relations practitioners. Topics: PR history, terminology and techniques; PR programmes and their components; PR and communication as a profession; the impact of technology; PR in the advertising and marketing mix; event planning; writing principles; writing for newspapers, magazines and the internet; and identifying feature opportunities.

This course uses case studies throughout and is offered in three modules.

Module 1: Introduction to PR Theory and Practice;

Module 2: Communication and the Impact of Technology;

Module 3: Practical Application of PR in specialised areas: Government, Community Relations, Finance, Crisis Management and Employee Relations.

As a final project, students will prepare a PR plan that combines the areas discussed in each module.

Instructor: Keith Brown

Hours: 30

Cost: J$15,000 / US$215

Dates and Times: July 21 - 24, 26, 28-31, 2008

                            Mon - Thurs. and Sat.; weekdays 5:30 pm - 8:30 pm
Venue: UWI, Mona Campus

Prerequisites: None