Skip to main content
Marketing Communications
Apply Request Info

Public Relations Concepts and Strategy

IMC 518

This course is offered in:

M.S. Integrated Marketing Communications

Top Three Course Takeaways

  1. How to develop a well-researched, impactful, and measurable PR campaign from start to finish.
  2. How to identify, research, and connect to the key publics that can help you meet your campaign objectives.
  3. How to craft meaningful PR messaging to key stakeholders.

Course Topics

  • The Basics of Public Relations
  • Using Research Methods for Effective Communication
  • The Publics of Public Relation
  • Public Relations Strategies, Tactics Scheduling and Budgeting
  • PR Measurement and Evaluation
  • Crisis Communication
  • Final PR Plan/Reflections

WORKLOAD:   (8-10 hours per week)

This course explores the capabilities of incorporating public relations within an integrated marketing communications approach. Students learn about leveraging earned media, determination of key publics, the legal and ethical responsibilities of PR practitioners, and emerging trends in the industry.

Course Learning Outcomes:

  • Discover the role public relations plays in an IMC campaign.
  • Recognize the many publics that must be identified, analyzed and potentially integrated into a public relations campaign.
  • Identify the criteria used to create public relations messages and the methods used to assess the effectiveness of those messages.
  • Recognize the importance of ethics and professionalism in public relations according to the PRSA Code of Ethics.
  • Develop a comprehensive public relations plan designed to address a specific communications problem.

View Full IMC Course Listing


PR Concepts and Strategy Instructors

Jacobs headshot
Kaden Jacobs Award-Winning Public Relations and Communications Leader
kjj00006@mix.wvu.edu Read More
Nevin headshot
Bill Nevin Associate Vice President of Communications and Donor Engagement for the WVU Foundation
wjnevin@mix.wvu.edu Read More