PBRL - Public Relations
PBRL - Public Relations
PBRL 5322 Public Relations (3)
This course integrates communications strategy with
organizational mission statements, demonstrates stakeholder and
issues management techniques, and considers ethical dilemmas
in public relations situations. Public relations cases are examined
in order to learn effective strategic and tactical answers to public
perception problems and opportunities. Prerequisite: MEDC 5000
PBRL 5323 Organizational Communications (3)
This course considers the relationship of organizational mission,
employee values, organizational cultures, and motivation. Both
formal and informal communication networks are studied as
they pertain to appropriate use of media to communicate with
employees or volunteers. Students examine case studies showing
proactive employee information efforts. Prerequisite: MEDC 5000
and PBRL 5322 or MEDC 5300
PBRL 5342 Writing for Public Relations (3)
PBRL 5453 Communication Strategies for Nonprofit
Organizations (3)
This course addresses the specific public relations strategies
needed to effectively manage the communications function
within the nonprofit sector of organizations. The challenges of
meeting the communication needs of volunteers and donors will
be addressed as well as fundraising communication techniques.
Prerequisites: MEDC 5000 and PBRL 5322
PBRL 5465 Crisis Management Communications (3)
A specialized function of the public relations practice is the
management of crisis communications. Students in this course
study the relationship of the organization and its culture to
the external environment in times of crisis. Risk assessment,
preparation of a crisis plan, and use of appropriate media
in addressing crisis communication needs are studied.
Prerequisites: MEDC 5000 and PBRL 5322 or PBRL 4800
PBRL 5550 Topics in Public Relations (3)
PBRL 5344 Speech Writing (3)
This course focuses on the challenges and opportunities in
public relations in a global environment. Students analyze case
histories from both U.S.-based multinational companies and nonU.S. multinationals. Study is also directed toward differences
in cultures and audiences on each continent. Special attention
is given to questions such as: What kind of media works best
where? What cultural expectations inform audience decisions and
responses? Which techniques are accepted globally? Pitfalls and
common errors are examined. Review of major worldwide media
is included. Students develop global public relations strategies
and communication plans. Prerequisites: MEDC 5000 and PBRL
5322
Students review and create organizational and business
speeches, with special emphasis on assessing the audience,
incorporating the organizational mission, researching the speech,
and writing for the ear. Prerequisites: MEDC 5000 and PBRL
5322
PBRL 5380 Strategic Communication Applications (3)
This course provides students with an understanding of how
various traditional and social media communication platforms
effectively deliver key messages to different targeted audiences.
Tactical communication products such as news releases,
social media postings, blogs, e-commerce networks, special
events, video and graphic arts techniques are examined as
they are applied to meeting organizational mission and strategic
goals. Techniques for measuring the effectiveness of tactical
applications in meeting strategic goals are examined. Prerequis
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This course offers a variety of topics to address emerging
theories, practices, and applications in the field of public relations.
Topics are timely and of interest to professionals currently working
in or pursuing public relations-related careers. Prerequisites may
vary with the topic. This course may be repeated once for credit
if content differs and is appropriate for the student’s course of
study.
PBRL 5770 Multinational Public Relations (3)
: MEDC 5000
PBRL 5451 Communication Strategies for Investors
and Financial Stakeholders (3)
This course addresses the specific communication requirements
of the financial stakeholder audience, including discussion of
annual reports and meetings, analyst information programs and
meetings, shareholder communications, and legal communication
requirements. Prerequisites: MEDC 5000 and PBRL 5322
PBRL 5452 Communication Strategies for Public
Affairs and Government Relations (3)
This course focuses on managing public relations strategies
and tactics used in conducting public affairs, public policy
lobbying efforts, political campaigning, and government public
information functions. Students examine the role of the public
affairs practitioner, the role of the media in public affairs, and
military public affairs. Prerequisites: MEDC 5000 and PBRL 5322
Webster University 2016-2017 Graduate Studies Catalog DRAFT
1
Course Descriptions
This course applies public relations strategies and theories to
writing for specific stakeholder audiences in a variety of complex
public relations situations. Various persuasive techniques are
applied to specific target audience needs, as indicated by
audience analysis. Students examine professional copy and
produce their own advanced public relations writing for inclusion
in their portfolios. Topics include news releases, social media/
viral PR, pitch letters, brochures, newsletters, blogs, websites,
speechwriting, and other communications forms. Prerequisites:
MEDC 5000 and PBRL 5322