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Strategic Public Relations Course Listings
PSPR 6201 – Public Relations Principles & Practices
The Theoretical Foundations of PR Strategy & Tactics
This course examines public relations history, theory, trends, tools and tactics, and provides an in-depth analysis of major theory and practices. Special attention is given to the influence of new media on the credibility and delivery of public relations and public affairs programs. Students analyze real-world case studies as context for an applied understanding of how and why to plan, execute and evaluate these programs, and they prepare a detailed professional communications plan that addresses an important management issue affecting a public relations or public affairs challenge. They also look at the growing role and value of public relations as a management function in business, government and not-for-profit institutions, and the attendant role of public affairs in addressing public policy and political issues.
(Parnell - Fall 2016)
PSPR 6202 - Advanced Writing for Communications Professionals
From Context to Composition and Beyond
This course examines the essentials of effective public relations and public affairs writing, emphasizing strategic thinking and compositional precision as the source of their efficacy and power. Students learn to write time-tested professional communications for the media and other target audiences such as legislators or voters, creating and editing their classmates’ as well as their own backgrounders, press releases, media alerts, issue primers, stump speeches, pitch letters, plans and proposals. They also study the views of reporters and editors regarding what’s right and wrong with today’s public relations and public affairs writing. Lastly, they learn about writing for blogs, Web sites and other online media, and compose a press kit of their completed assignments in both draft and edited form.
(Lopez - Fall 2016)
PSPR 6203 – Research Methods
Measuring & Evaluating PR and PA Program Success
This course examines proven pre- and post-program methods for measuring and evaluating effective public relations and public affairs campaigns and initiatives. Students learn basic and advanced tools and techniques, including statistical analysis, and analyze the panoply of research concepts and technology, including the use of the online and social media surveys, that affect consumer and/or political action. Conducting their own projects, students learn how research can be used to create, sell, manage and strengthen public relations and public affairs programs.
(Ioffreda - Spring 2017)
PSPR 6204 – Media Relations in a Digital World
New Tools, New Challenges, New Thinking
This course deconstructs the art and theory of media relations from the public relations and public affairs perspective. Students analyze the state of contemporary media – online and off – and its impact on commerce, politics and the human contract, examining key factors influencing reportorial and editorial coverage of business, government and not-for-profit interests. Special emphasis is on the advent of the Internet, the rise of citizen journalism, and the impact of blogs and other social media. Students develop a strategic media relations campaign aimed at publicizing a product, service, idea or issue of their employers or other organizations, and that uses a variety of traditional and non-traditional publicity tools and techniques guided by sound messages and directed to sensible outcomes.
(Prade - Spring 2017)
PSPR 6205 – Fundamentals of Business and Finance for PR/PA Professionals
How PR Firms and Departments Operate for Profit & Success
This course will explore the fundamentals of business that can be applied to small, mid-size and large organizations, public relations agencies, and start-up consultancies. Students will learn how to effectively integrate communications/PR skills with a financial “lens” to real-world business situations. The course will include the disciplines of leadership, human resource management, marketing, economics, and finance and accounting, with an emphasis on financial planning and budgeting. The combination of the textbook, relevant articles, in-class discussion, guest speakers and practical assignments will give students a strong understanding of the challenges facing today’s business leaders.
(Vahouny - Summer 2016)
PSPR 6206 – Ethical Standards in Public Relations & Public Affairs
The Framework of Professional Credibility & Accountability
This course explores the growing role and importance of ethics in public relations and public affairs. Students analyze personal and professional ethical assumptions and norms in American society, and consider standards, guidelines and codes of conduct that should guide relations with clients, the media, public officials, legislators, voters, employees, and others. Students learn how to identify and respond to ethical challenges, and they prepare papers as well as a research project that addresses ethical conduct in a public relations or public affairs setting.
(Kline - Summer 2016)
PSPR 6207 – Sustainability Communications
The Corporate Social Responsibility (CSR) movement is a worldwide phenomenon and corporations, trade associations and non-profits are being asked to step up and be accountable. Public relations and communications professionals need to develop the skills to prepare strategic communications plans that reflect their organization's commitment to CSR and enhance their employer's reputation in the global marketplace.
This course will examine the global CSR movement, explore the unique communications challenges it presents and offer practical suggestions and tactics to respond to this trend. The class will feature in-class activities, current research and guest speakers from NGOs, communications firms and major corporations with practical advice on meeting this challenge in the global marketplace. We will utilize case studies, professional journals and original research to explore the topic and develop a comprehensive CSR communications strategy as the capstone project for the class.
(Kindelan - Spring 2017)
PSPR 6208 – Integrated Marketing Communications
A New Paradigm for Extending the Reach & Impact of Public Relations & Public Affairs
This course examines the evolution of integrated marketing communications (IMC) as a new paradigm for extending the reach and influence of public relations and public affairs through the use of both traditional and non-traditional communications approaches and technologies. Included in the mix are advertising, direct marketing, customer service, branding, blogs, podcasts, and cause marketing. Students learn about the theoretical and tactical advantages and disadvantages of integrated strategies in for-profit and not-for-profit enterprises, and they design an integrated marketing communications program, making use of both traditional and new media tools and techniques.
(Phillips - Fall 2016)
PSPR 6210 - Nonprofit and Association Communications Strategies
This course is designed to help communicators currently working in or hoping to work in trade associations, nonprofit organizations and labor unions become more effective in the planning and execution of their programs. By its very nature, this course will be practical and reality-based, with guest speakers dawn from many organizations and communications backgrounds.
So, what does “more effective” mean? To us, it means understanding the goals, environments, structures, constraints, opportunities and challenges facing organizations, and developing and implementing plans to achieve those goals. Effective also means working within the limitations communicators often face such as (but by no means limited to): dwindling budgets, divided membership, fragmented boards and hesitant leadership, the decline of traditional news media, the rise of blogs and the surge of social media.
PSPR 6210 - Internal Communications and Change Management
This course examines the continuing and growing importance of internal communications and its impact on the organization. We will explore how to extend the reach and influence of internal communications through engagement with employees. We will also examine the concept of change management and the role of internal communications in managing organizational change.
PSPR 6223 - Public Opinion, Political Socialization and Public Relations
Through analytical research, first-hand accounts and theoretical constructs, this course explores key questions related to the formation of public opinion and political socialization. More specifically, this course looks at the process by which people view their engagement in public debates and politics and how they acquire and maintain their attitudes, biases, beliefs - in short, their opinions and the decisions they make as a result. Discussion centers on the forces that influence public opinion and political socialization, including the power of the press and its impact on our major institutions. Course goals include developing awareness and critical thinking regarding the role, formation and use of public opinion in contemporary public affairs and public relations; understanding the socialization processes that shape opinion, political and marketplace behavior; and analyzing how communications activities are used in the real world to influence opinion, attitudes and behavior.
(Zingman - Spring 2016)
PSPR 6222 - Multicultural Marketing and Engagement
As multicultural communities increase in size and reach and as diverse institutions gain national prominence, the need for engagement is clear. Today, the general market is necessarily multicultural. The course prepares students for effective and ethical public engagement on behalf of contemporary organizations communicating issues and commitments to diverse audiences and multicultural messages to the general market. From a base of cultural understanding, students will study effective engagement strategies and techniques.
PSPR 6230 - Crisis and Issues Management
The practice of Issues Management involves the intersection of a number of communications and policy disciplines, including environmental scanning, public policy analysis, public policy advocacy, strategic communications, media relations, grassroots mobilization, coalition management and corporate reputation management. This course will explore all of the approaches in detail and examine ways in which they work together to further the broad strategic goals of organizations.
The course will be conducted as a seminar and will require robust classroom discussion. The goal of the course is to provide students with an in-depth knowledge of the various elements of Issues Management and to equip them with the practical skills needed to shape public opinion and public policy in order to advance organizational goals.
CPS 6300 – Public Relations & Public Affairs Capstone Research Project
Applying PR & PA Skills and Knowledge to Independent Research
Students apply the knowledge and lessons gained in their courses in a major independent research project on a topic of immediate interest to their current employer or another organization that has a bearing on their professional aspirations. They design the project with the approval of faculty and in cooperation with the staff and management of the organization in question, conducting primary and secondary research, and preparing a publishable quality research paper, incisively elucidating their views and opinions with the goal of building greater understanding about and insight into the project topic.
(Parnell - Spring 2017)
PMGT 6420 Corporate Public Affairs (3 credits; offered spring every other year, beginning 2015)
Exploration of major functional areas in corporate public affairs, with a focus on the political and policy dynamics operating in the United States and other democracies abroad. Development and deployment of appropriate strategy, research, and tactics for corporations managing the complexities related to a global economy and shifting political alliances. (Cohen/Kennedy)
PMGT 6452 Digital Strategy (3 credits; offered fall)
Development of an integrated digital strategy for use in advocacy and electoral campaigns. Introduction to the theoretical concepts, distinctive technologies, applied skills, and managerial challenges associated with digital campaigning. Search engine optimization, GPS, online payment systems, customizing back- and front-end systems to meet strategic goals and budget parameters, working with IT vendors and distance volunteers, legal and cultural considerations in US and other regimes, site rollout and scaling, security and privacy. NOTE: This is a pre-requisite for all PMGT Digital courses. (Professors I. Koski and S. Zurn)
PMGT 6456 Speechcraft (3 credits; offered fall)
Analysis and techniques used in speechwriting and presentations for public officials and candidates. Managing the political optics and understanding a speech's visual context and non-verbal communication capabilities (Rose Garden, Oval Office, campaign stump speech, ceremonial occasion, congressional testimony). Modulating speaker style, tone, and pacing, and staging the speech for effect. (Professors D. McGroarty, R. Lehrman)
PSAD 6270 - International Public Relations and Global Advocacy
This course will survey how global public relations strategies are developed and implemented to support advocacy efforts, emphasizing successful case studies and failures. Students will examine communications theories, and from that study, gain insights into the unique challenges arising from differences in language, culture, politics, and economics worldwide. An approach that may succeed in Europe, for example, may fail in Asian countries. Social media technologies are revolutionizing how public relations executives work with stakeholders who have gained tremendous power once limited to those who had the capital to own communications enterprises. After completing this course, students will: understand public relations and its role worldwide; develop, implement, and assess a comprehensive global public relations strategy that includes social media technologies; and strengthen writing and presentation skills relevant to public relations roles through group/individual assignments and class discussions. Students can choose either this course or ADVO 6240 Global Advocacy: Strategies, Tools, and Tactics, depending on their desired track of learning.
(Lerch - Spring 2017)
6200-Global Perspective Residencies
The initial Global Perspective courses will be Advocating in Asia (Hong Kong in collaboration with Hong Kong University of Science and Technology), Advocating in the Greater Middle East and Africa (Istanbul in collaboration with Koc University), Advocating in Europe (Brussels, Belgium), Advocating in Latin America (Sao Paulo, Brazil) and Advocating in Washington, DC. Students will participate in online preparatory classes through Blackboard prior to arriving for an intensive weeklong program from dusk until dawn, meeting with business executives, public affairs experts, political leaders, NGO executives, media representatives, and professors at GW’s partner schools. Students will learn first-hand how to positively engage local society and impact regional and national governments and other institutions. They will also have the opportunity to network with some of the world’s most influential leaders and with their student peers at GW’s partner schools.
Tuition rates for on campus courses may differ from those offered at the Alexandria Graduate Education Center.