MASENO UNIVERSITY

SCHOOL OF BUSINESS AND ECONOMICS

DEPARTMENT OF MARKETING AND MANAGEMENT
ABA 410: PUBLIC RELATIONS
COURSE OUTLINE
Weeks Topic/Content Duration
1. INTRODUCTION TO PUBLIC RELATIONS

Definition of Public relations, Public Relations as a management function;
Public relations as a communication tool; Public relations as a means of
influencing public opinion and Objectives of public relations department.
4 hrs
2. HISTORICAL EVOLUTION OF PUBLIC RELATIONS
History of public relations; The stages in development of public relation; The
stages in development of public relation; Advantages and disadvantages of
public relations.
4 hrs
3 RELATIONSHIP BETWEEN PUBLIC RELATIONS AND OTHER

DEPARTMENTS

Comparing and contrasting public relation and its sister functions; how
public relations support marketing; functions of a PR department.
4hrs
4. PUBLIC REALTIONS IN KENYA
Public relation society of Kenya; Objectives of PRSK;
Membership benefits and categories
4 hrs
5. PUBLIC RELATION TOOLS
Media relations tools/technique and other public relations tools
4 hrs
6. PUBLIC RELATIONS DEPARTMENT (IN HOUSE PUBLIC RELATION

DEPARTMENT)

Public relations department activities; Advantages and disadvantages of

PR departments.
4 hrs
7. PUBLIC RELATION CONSULTANTS
Definition of consultancy, Reasons for engaging a public relation
consultant; Advantages and disadvantages of PR consultancy.
4 hrs
8.
MAKING MAJOR DECISIONS IN MARKETING PUBLIC RELATIONS
4 hrs