Critical Business Skills for PR Professionals

This course provides students with a holistic view of public relations and corporate communication management, as well as strategic planning for organizational change and growth. It covers various styles and functions of management theory and introduces key principles of marketing, branding, risk management, ethics, and finance. It also introduces some of the successful public relations practices maximizing expenditure of resources. Throughout the course, students develop the ability to work cross-culturally and between crucial agency or organizational departments. Students also learn best practices of email communication, presentations, and employee relations. This course also addresses such critical issues as organizational structure, budgets, mission and vision, as well as stresses the skills necessary for communicators to have a seat at the leadership table.