PR319F11(1) - PR319PRINCIPLESOFPUBLICRELATIONSFALL2011

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PR319                            PRINCIPLES OF PUBLIC RELATIONS                FALL 2011  http://courses.utexas.edu (UT EID required) Ron Anderson, Dept. of Advertising and Public Relations 06110: UTC 3.122 Office: CMA 7.145 11:00-12:00 MWF Contact: rba@mail.utexas.edu ; 471-1989 Office Hours: 3:00-4:30 MW (or by appointment) TA: Annick Megie: annickmegie@gmail.com Course Description : Principles of Public Relations is the foundation course for the Program in Public Relations in the Department of Advertising and Public Relations in the College of Communication. Its primary prerequisite is ADV 318J. The objective of PR319 is to increase your understanding of the theory and practice of public relations, its functions in organizations, its role in our pluralistic society, and its growth in the global economy. It addresses how organizations of all types and sizes—as well as individuals, interest and advocacy groups, and social movements—use public relations to manage communication with the publics on whom their viability depend. You will study the professional development of the field, from its early origins in press agentry to its contemporary function as a communication management discipline; issues of the practice, such as the impact of social media on organization-public relationships; and the fundamentals of program planning, implementation, and evaluation. Special attention is given to governmental public affairs and public opinion, employee relations, mainstream media relations and blogger relations, commercial and social marketing, crisis management, and the Web 2.0. Podcasts are often used to supplement lectures and are treated as additional reading. You must earn at least a C to advance in this Program. Required Text ( Print and Ebook versions are available ): Cutlip, Center, and Broom, Effective Public Relations , 10th ed., Pearson Prentice Hall, 2009. (This book is recommended by the Public Relations Society of America, and is the standard reference for members who take the Society’s accreditation
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PR319F11(1) - PR319PRINCIPLESOFPUBLICRELATIONSFALL2011

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