Spring 2017

Focus on the unique writing requirements of social, online, broadcast, print and other media in public relations/strategic communication; emphasis on judgment, context and audience understanding.

Strategies and practices in the growing field of public relations/strategic communication, including landmark cases; special emphasis on historical roots, evolution, current and future practice.

Emphasis on conceptual, intellectual and analytical skills; knowledge of applied theory for the changing field of public relations/strategic communication.

History and development of advertising; basic advertising campaigns showing relationships of marketing, creative, print and electronic media.

Production of advertising materials; emphasis on the creation and design of advertising elements.

Introduction to media relations, social media and influencer engagement; intensive writing and creating multimedia content for traditional, emerging and social media.

Advanced course in writing, digital content and multimedia creation; production of communications collateral for social and owned media channels targeting an array of audiences.

Learn advanced public relations writing and editing, basic design skills and sophisticated video planning, shooting, editing and production skills. Open only to declared Public Relations minors.

Examines case studies on important Italian companies, ranging from the transportation to the luxury goods industries from both an economical and business point of view.

Investigates the implications of the perceptual process of mass media generated immigration discourse in Europe.

Covers the complex intersection of legal standards and regulations, ethical practices and decision making, and social responsibilities for public relations/strategic communication practitioners.

Relationship between public relations/strategic communication and other organizational disciplines; understanding business goals and objectives; economic literacy; financial/investor relations; how PR/communication agencies are built and managed.

In-depth study of methods for planning, managing and evaluating strategic communication campaigns; critical analysis of contemporary cases; development of campaigns for real world clients.

Principles and practices of public relations as a basic component in the promotion and marketing of goods and services; regulatory considerations; consumerism.

Public relations in the design, promotion, and presentation of popular entertainment, including films, broadcasting, music, expositions, amusement parks, resorts and arenas.

Introduction to the field of sports information and promotion, including lectures, media assignments, role-playing, and presentations by sports professionals.

Application of public relations principles to the context of political campaigns; emphasis on message development and delivery; relationship between candidate, news media, and electorate.

Identification of key strategic insights that drive successful communication campaigns, based on research techniques including surveys, content evaluation and social media monitoring.

Application of monitoring tools to become social media analysts and real-time content creators; interpretation of large data sets drawn from the social web; understanding of how to present data visually for optimal impact.

Individual research and readings. Not available for graduate credit.

Study of the new rules of message development and dissemination in strategic communication and marketing: Participatory Culture, Transmedia Branding, Spreadable Media, and Crowdsourcing. Open only to seniors and master students in public relations and strategic public relations.

Intensive study of a subject of contemporary relevance or of professional importance to journalists and public relations practitioners.

Selected topics in public relations.

Covers use of primary and secondary research methods, analysis, web monitoring and analytics, pre- and post-campaign testing, and other techniques in program planning and evaluation.

Covers the conceptualization and creation of strategy-based, engaging, primarily web-based multimedia content for use by organizations of all types.

Speaking the language of the board room; understanding business goals and objectives; economic literacy; financial/investor relations; understanding organizational disciplines and how they relate to corporate communication; PR/communication business processes and managed.

Specialized writing for persuasive and strategic communication contexts. Intensive focus on public relations writing for print, online, broadcast, and social media.

Focuses on theories, concepts and practices in risk assessment, issues monitoring, and crisis anticipation/management in a wide variety of organizational contexts, and from multiple perspectives.

Examination, application and critique of traditional and contemporary organizational communication theory as it applies to the entertainment industry's unique internal and external environments.

Research leading to the master's degree. Maximum units which may be applied to the degree to be determined by the department.

Credit on acceptance of thesis.

Credit on acceptance of thesis.

Credit on acceptance of thesis.

Seminar in selected topics in journalism.