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Course Criteria
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3.00 Credits
This introductory course surveys the field of advertising from its historical development and importance. Multiple media platforms from billboards to digital strategies are explored for understanding the needs of institutional, product, political, public service and corporate advertising implementation. The role of the agency or in-house department and decision alternatives for costeffective, yet results-oriented advertising also are covered. Research techniques, artistic considerations, as well as ethical and legal implications are explored. Prerequisite of PR 2 is required.
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3.00 Credits
This course introduces the writing and creative perspectives required for advertising programs. Components of audience, message and medium are explored for cost-effective yet results-oriented implementation of institutional, product, political, public service and corporate advertising. Headline, text copy, dynamic visual concepts for various media platforms as well as effective storyboarding and spot production are covered. Prerequisite of PR 2 is required.
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3.00 Credits
This course presents an overview of advertising, and then examines advertising strategies in the formulation of campaigns from how markets are segmented and types of media available with a focus on campaign themes and divergent material. This class will develop sensitivity to visual and written materials through an analysis and attention to the formulation of ideas, putting ideas to paper and completing campaigns. Prerequisite of PR 2 is required.
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3.00 Credits
Students explore how brands create a name for themselves in a marketplace that is national or global to stand out from the competition. At the same time, students look at how little brands became big ones and how they stay big, whether they are Disney, Starbucks, Coke, Oprah, Martha, JLO, or even The Donald. This course looks at what defines a brand, implementation strategies, differentiation between brands, media adopted and measurements of effectiveness. Prerequisite of PR 2 is required.
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3.00 Credits
Students will learn the methods and tools of publicists, press agents and public relations practitioners for the arts, cultural and entertainment organizations, as well as theories of promotion using current technology, special events and programming development to increase audience awareness, participation, and funding. Open to PR and ARM students only.
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3.00 Credits
This course is an introductory study of responses to crisis situations through best practices and examples. What is a crisis and the role of communication is examined. How to prepare a plan, assemble a team, designate an information spokesperson, and address the publics affected by the crisis also are covered, while role playing and simulated crisis exercises expand the experience for students. Also included is how to unify messages, evaluate public perceptions and assess results. Prerequisite of PR 2 is required.
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3.00 Credits
This course is a practicum for students who wish to gain experience in using their writing and publicity skills for promotion of WCWP-Web radio, WCWP-FM, PTV and the Pioneer. Prerequisite of PR 2 and a Media Arts Screening are required. Not open to students who have previously or are enrolled in BDST 67, BDST 68, or PR 68.
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3.00 Credits
This course is a practicum for students who wish to gain experience in using their writing and publicity skills for promotion of WCWP-Web radio, WCWP-FM, PTV and the Pioneer. Prerequisite of PR 2 is required. PR 70 Research and Evaluation in Public Relations Research and evaluation are critical to the public relations process. After learning about authoritative databases and sources of information, students then define and connect the information in strategic and analytical writing. Using quantitative and qualitative methodologies, they also evaluate the courses of action available, develop surveys for opinion research, and analyze performance to determine how a program of action should be developed, what audiences should be targeted, appropriate message development, and ultimately if a program has met desired goals. The integration of research throughout the public relations planning process is stressed. Prerequisite of PR 2 is required.
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3.00 Credits
This internship opportunity permits the advanced student to supplement classroom instruction with real-world experience. After preparation of a resume for review by the faculty mentor, the student selects an appropriate internship geared to the individual student's interests and abilities. The student works approximately 120 hours per semester, with times arranged by the student and employer. Meetings with a faculty mentor, reports, and a final paper are required. Prerequisite of Junior or Senior in good standing, program director's approval are required.
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3.00 Credits
This internship opportunity permits the advanced student to supplement classroom instruction with real-world experience. After preparation of a resume for review by the faculty mentor, the student selects an appropriate internship geared to the individual student's interests and abilities. The student works approximately 120 hours per semester, with times arranged by the student and employer. Meetings with a faculty mentor, reports, and a final paper are required. Prerequisite of PR 87 and Junior or Senior in good standing, program director's approval are required.
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