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Applied Public Relations

Applied Public Relations (IMC 628) provides practical knowledge and hands-on experience in public relations from both the client and agency perspective. Students develop and produce PR tools and tactics including press releases, public service announcements, crisis communication plans, speeches, newsletters, and special events for a chosen client.

Course Learning Outcomes

Upon successful completion of IMC 628, students will be able to:

  • Discuss the challenges involved in planning and implementing PR activities.
  • Develop a SWOT analysis.
  • Identify the advantages and disadvantages of using a celebrity spokesperson.
  • Explain the characteristics of effective press releases and speeches.
  • Develop a crisis communications plan.
  • Recognize the roles of management, front-line employees and volunteers in internal communications.
  • Draft an internal communications plan.
  • Discuss the concept of cause marketing and the benefits it provides.
  • Develop an account pitch.


  • Public Relations: Introduction/Review from the Client and Agency Perspective
  • Understanding the Client and the Agency: Dual SWOT Analyses
  • Media Relations and Tools
  • Speechwriting
  • Crisis Communication Planning
  • Internal Publics and Customer Service
  • Use of the Internet Webpages
  • The Role of Special Events
  • The Role of Research


Frank Marra
Profile: Marra