PBR 6700. Introduction to Public Relations. (3 Hours)

Introduces the ideas, skills, and principles that underlie the public relations craft. Designed both for career changers and those new to public relations. Studies the role and contributions of public relations practitioners in contemporary society, potential legal and ethical aspects of the practice of public relations, the communication process and how persuasion is used with various audiences, and how to develop a strategic communication plan to achieve measurable goals and objectives. Introduces students to specialized practice areas within public relations such as business and industry, government, nonprofits, and healthcare.


PBR 6710. Public Relations Research. (3 Hours)

Offers students an opportunity to work with a real-world, Husky Communications client, gaining an understanding of ethical PR research practices and the link to development of a good PR plan. Research is the foundation for effective PR planning. Offers a hands-on approach to practice the skills of a PR professional, including conducting client interviews, creating and running surveys and focus groups, auditing client communications, examining competitor best practices, and finding and drawing upon secondary data about stakeholders.

Prerequisite(s): PBR 6700 with a minimum grade of C-


PBR 6715. Public Relations Strategy and Planning. (3 Hours)

Coaches students to prepare a PR plan that identifies key strategies and tactics for a Husky Communications client. Examines how to utilize integrative PR planning for selecting channels and creating content that captures the attention of target audiences. Studies how to manage contact with the client, including presenting recommended PR steps. Analyzes how to measure PR effectiveness and its impact on stakeholder beliefs, attitudes, and behaviors. Intended to help students demonstrate their abilities as PR professionals who can meet the needs of real-world organizations in a global marketplace.

Prerequisite(s): PBR 6700 with a minimum grade of C-


PBR 6720. Public Relations Content. (3 Hours)

Serves as the capstone in the series of PR classes where students work with a real-world Husky Communications client to meet that client's PR objectives. Focuses on developing the content recommended in the strategic PR plan previously presented to the client. Studies basic PR writing, design, and event planning skills required in the modern PR profession. Depending on the tactics identified in the strategic plan, students develop content pieces such as publicity photos, press releases, social media and blog posts, webpages, online videos, infographics, and flyers. Also identifies evaluation methods to measure content effectiveness.


PBR 6725. Crisis Communication. (3 Hours)

Presents an overview of crisis communication. Starts with the premise that crises are a fact of life for organizations of all types and sizes. Examines the causes and impacts of crises and the key role communication plays in crisis management. Reviews key principles and examines real-life cases to present insights into four key stages of crisis communication—prevention, preparation, response, and image restoration. Studies the key role of stakeholders, messages, channels, and spokespersons. Offers students an opportunity to develop a crisis communication plan for a real-world organization.


PBR 6730. Promotional Campaigns. (3 Hours)

Provides students with hands-on experience in developing a promotional campaign in support of an organization’s needs, such as a fundraising drive, a new product or service launch, or a customer appreciation event. Exposes students to a variety of public relations, marketing, and advertising tactics, while also keeping a client's budget, timeline, and available staff in mind. Studies PR tools such as news releases, public service announcements, email blasts, digital ads, social media posts, posters, swag, and word-of-mouth promotion. Working in groups, students develop and present the key elements of a promotional campaign.


PBR 6735. Content Marketing: Becoming a Trusted Resource. (3 Hours)

Introduces marketing communication tools designed to achieve thought leadership through content that keeps drawing key stakeholders back to the organization. In today’s world of instant information access, communicators compete to position their organization as a thought leader that provides valuable ongoing information to target audiences. Offers students an opportunity to develop such a thought leadership proposal for an actual organization and to present their ideas for how to launch and operate the tool on an ongoing basis.


PBR 6740. Communications Technology Lab. (2 Hours)

Focuses on the critical skill of using a popular customer relationship management tool, HubSpot, to manage marketing communications. Proficiency with marketing technology tools is required for many marketing communications positions. Introduces key digital communications tools including content development, social media, public relations, CRM, and email marketing. Offers students an opportunity to earn valuable HubSpot certificates that validate their experience to potential employers. The foundational knowledge from this lab course is transferable to other CRM programs.


PBR 6745. Managing and Communicating Corporate Social Responsibility Programs. (2 Hours)

Introduces the history and development of corporate social responsibility within the U.S. and global context. Explores the theoretical and ethical foundations of corporate social responsibility programs. Offers students an opportunity to apply techniques in program development, evaluation, and management to corporate social responsibility. Emphasizes the connection between public relations and corporate social responsibility programs. Examines quantitative and qualitative approaches deployed by corporations first to understand communities and their needs, then to design responsive programs. Engages in active critique of corporate community relations and social responsibility initiatives.


PBR 6962. Elective. (1-4 Hours)

Offers elective credit for courses taken at other academic institutions. May be repeated without limit.


PBR 7962. Elective. (1-4 Hours)

Offers elective credit for courses taken at other academic institutions.