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Public Affairs

Public Affairs (IMC 638) explores ways to leverage public policy relationships and strategic partners to enhance an organization’s brand and marketing strategy. Incorporates theory and real-world experience through examination of case studies.


  • Understanding Government its Impact
  • Public Relations: How it’s Used by Government Constituencies
  • Engaging Constituencies
  • Ethics, Responsibility Transparency
  • Message Development, Training Discipline
  • Media Relations
  • Social Media Online Advocacy
  • Crisis Reputation Management
  • Campaign Effectiveness Sustainability

What students say about IMC 638:

  • “This was one of the best conceived and immediately applicable courses in my IMC program experience. Government is ubiquitous. The simple fact is all of us are one government proposal away from having to mount a successful integrated campaign or face additional regulation, higher taxes, increased costs, or even the closing of our business. For most employers maintaining good, effective government-stakeholder relations is essential, and aligns directly with the IMC philosophy. Most lessons are supplemented by extensive video interviews with ‘validators,’ highly-regarded experts in the field who provide insight from their unique perspective. This was enormously valuable and gave the course a very current, personal feel. Knowing how to mount a campaign to preserve your tax status, or your funding source, or ease regulatory restrictions is every bit as important as marketing your brand. More so: if a government move restricts sales or diminishes profit, the best brand in the world will suffer.” - John McPherson