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3 semester credits
To successfully build and manage the relationship between an organization and the public in today's increasingly global community, a strategic communications plan requires the use of both traditional and new technology. Students in this course explore, from a global perspective, the needs of various public relations stakeholders, including the customer, the press, and the investor. Topics include how to change behaviors, advocate for causes, design messages for specific audiences, select appropriate communication channels, and evaluate results of public relations campaigns. Students also consider the potential legal and ethical aspects of the practice of public relations.