Course aims:

To provide students with a comprehensive understanding of the principles, history, and theoretical foundations of public relations, enabling them to critically engage with the discipline and its role in contemporary society.
To develop students’ ability to design, implement, and evaluate public relations strategies and campaigns, with attention to ethical standards, stakeholder engagement, and effective communication practices.
To equip students with the skills necessary to navigate the evolving landscape of digital communication and crisis management, fostering adaptability and innovation in professional public relations contexts.

Course Entry Requirements:

None

Course contents:

1. Introduction to Public Relations
2. History and Evolution of Public Relations
3. Fundamental Theories in Public Relations
4. Public Relations Models
5. Ethics and Social Responsibility in Public Relations
6. Publics in Public Relations
7. Strategies and Tactics in Public Relations
8. The Public Relations Campaign: Stages and Structure
9. Crisis Communication
10. Current and Future Trends in Public Relations

 

Teaching methods:

Interactive lectures, debates and guided discussions, Academic writing

Learning outcomes:

• Define the scope and role of public relations within contemporary communication and organizational contexts.
• Apply key theoretical frameworks to analyze public relations practices and strategies.
• Identify and analyze target publics and stakeholders in public relations planning.
• Design strategic public relations plans using appropriate tactics and communication tools.
• Structure and implement a public relations campaign, including research, planning, execution, and evaluation.
• Manage crisis communication scenarios through effective messaging and stakeholder engagement.

Learning outcomes verification and assessment criteria:

Realization of a project

Recommended reading:

Mitruțiu Mircea, Dialog civic și social prin lobby și advocacy, Fundația pentru Dezvoltarea Societății Civile, Timisoara, 2012, 435.
Newsom, Doug; VanSlyke Turk, Judy; Kruckeberg, Dean., Totul despre relațiile publice., Polirom, Iași, 2010, 544.
Dagenais, Bernard., Campania de relații publice., Polirom, Iași, 2003, 344.