PR 986 Flashcards
PR 209
Effective Writing for Strategic Public Relations (4 units; Fall/Spring)
An intensive hands
-on writing course designed to provide students with an understanding of proper writing styles with
sensitivity to the requirements of different g
oals, situations and media (both traditional and “new”). The course will instill
competence in areas such as writing mechanics, grammar, headlines, structure and the ability to express information
clearly to an intended audience.
PR 250
Strategic Publi
c Relations: An Introduction (4 units; Fall/Spring)
This highly applied and practical, introductory course is designed to introduce students to the wide
-ranging world of
Strategic Public Relations/Communication and the rewarding career option it offers. T
he course will cover the building
blocks of the profession, including research, planning, strategies, tactics and evaluation, and how they are used to achieve
organizational goals. The course will consist of lectures, reading assignments, brainstorming se
ssions, guest speakers, and
exercises in both teamwork and individual effort.
PR 253
Theoretical Foundations of Strategic Public Relations (4 units; Fall/Spring)
This highly applied course provides students with an intellectual and conceptual foundation f
or the study and practice of
Strategic Public Relations/Communication. The course will review highly relevant theories, concepts and social
phenomenon that are driving the increasingly sophisticated practice of, and explosive expansion of public relations
.
Students will learn of the research techniques and discoveries underlying five core concepts at the heart of contemporary,
effective PR/Communication: strategy, public opinion, communication, organization and globalization.
Prerequisite:
PR
250
PR 351a/b
Working in tandem as a two
-semester long learning experience, PR
351A and 351B provide intensive, practical, hands
-on
training in all aspects of engaging with, writing for, and creating compelling content for a wide variety of contemporary
media platforms and channels, including traditional media, digital/social media, blogs, collateral materials, etc. Emphasis
will be on writing and production of content including videos, infographics, photos and collateral materials that tell a
compelling story; the creation of effective media events, press conferences, special events and inter
views; audience
research and segmentation; multi
-media content creation; feature writing; newsletter preparation; basic principles of
design; writing for the ear; creating and making presentations, and brainstorming.
Prerequisite:
PR
351A
PR 428
Social, Legal and Ethical Foundations of Strategic Public Relations (4 units; Fall/Spring)
This course provides students with a practical, applied, working understanding of the legal, ethical and social issues,
practices and responsibilities affecting the contemporary practice of Strategic Public Relations/Communication, and how
they are interconnected. Students will learn how to think and act as responsible professionals and ethical citizens in a
dynamic, increasingly “social” and transparent communicatio
n environment.
Prerequisite:
PR
250
PR 429
Business and Economic Foundations of Strategic Public Relations (4 units; Fall/Spring)
This highly practical course is designed to meet the pressing need for Strategic Public Relations/Communication
professionals who understand core principles of business and economics as they relate to the communication function.
Students will also explore various traditional and emerging business models for public relations/communication agencies,
as well as the business aspec
ts of managing the corporate communication function in public and private corporations,
government agencies and non
-profit organizations.
Prerequisite:
PR
351A
PR 450
Advanced Strategic Public Relations (4 units; Fall/Spring)
This professionally oriented, highly interactive capstone seminar utilizes exercises in strategic and critical thinking, analysis
of contemporary cases, guest speakers, and integration into coursework of students’ required internship experience, to
prepare
students for their entry into the workforce; strengthen their abilities as strategists; close any remaining gaps in
their knowledge of the discipline; and round out their years as students of
Strategic Public Relations/Communication at
USC Annenberg.
Sa
tisfactory completion of an Annenberg Senior PR Associates work experience is a requisite for this
course, and an analysis of that experience contributes significantly to the final grade.
Each student will,
within the first
three weeks of the semester
, se
cure an internship and remain in that working environment for at least 8 weeks.
Failure
to complete the SPRA work experience and/or related assignments according to the conditions outlined in the course
syllabus is, by itself, grounds for failing the course, irrespective of grades on other course elements.
Students must select
an internship preferably in the public relations field, but corporate communication, marketing and event planning are
acceptable.
Students can specialize in any area, such as non
-profit, community relations, health care, etc.
Prerequisites:
PR
351B and
PR
463
PR 463
Strategic Public Relations Research, Analysis and Insight (4 units; Fall/Spring)
A highly applied, practical course designed to introduce students to the research and e
valuation tools of which they’ll
make regular use as future Strategic Public Relations/Communication practitioners. Through in
-class projects, students
learn methods of measuring and evaluating communications efforts –
expertise that is increasingly in de
mand. Throughout
the course actual examples of research and evaluation methodology are closely examined. Students leave the course
prepared to evaluate assignments they will encounter as practitioners, direct research projects, and contract with research
professionals.
Prerequisite:
PR
351A
