Jinnah University for Women

Department of Business Administration

Course Title: Public Relations
Course Code: MKT632 and MKT4161
Marketing Elective
COURSE OBJECTIVE

Comprehensive study of public relations including identifying and reaching internal and external
publics; dealing with print and electronic media; advertising, printing, direct mail; and preparing
a public relations plan and budget. Also involves the writing of news releases, public service
announcements, and advertising copy.
Understand the distinction between public relations and advertising as well as between
publicity/press agencies.
Evaluate and analyze the ethical and legal responsibilities of the PR manager
Analyze and evaluate the use of specific language to bring about desired results, e.g., the
language of news writing, advertising copy, and direct mail appeals.
Write types of materials used in public relations, especially the press release and the
public service announcement.
Practice and understand the skills and techniques used to deal with media for positive
public relations and in crisis situations.

COURSE DESCRIPTION

This course deals with the application of public relations tools and techniques and the
management of public relations campaigns. Topics include methods of public relations research,
strategic planning, preparation of public relations materials, and the use of controlled and
uncontrolled media.

LEARNING OUTCOMES

This course will enable the students to,

integrate public relations into marketing by using public relations research and strategic
planning;
organize and promote special events
create related content for publications
work and communicate competently in a variety of broadcast media for public relations
coverage; and
Demonstrate an understanding of how to manage crises and public issues.
Write print and radio advertising copy and buying space and time.
Create a short-term public relations campaign plan and budget.
 Create a long-term public relations program and budget

PREREQUISITE COURSES

None

TEACHING METHODOLOGY

The teaching methodology for the assigned course is a blend of theoretical and practical
knowledge therefore the teaching tactics have been designed as per the requirements of the both
aspects;
Firstly in order to grasp the theoretical aspects; the reading assignments from the
designated course book as well as the other relevant supplementary reading material will
be provided.
In order to ensure the better understanding of the concepts productive class participation
will be encouraged as students will be giving small presentation cases as well as
theoretical cases; this will further boost their confidence as well as interest.
Furthermore assignments, quizzes will be taken in order to evaluate the ongoing learning
of the students; at the end of every class brief question and answer session will be
conducted regarding the discussed topic.
All students will be given an equal chance to participate as well as ask or discuss any
relevant query the learning responsibility lies in the hand of students thus instructor plays
the role of coach or mentor.
Advanced reading will be the most important element of the class discussion.
Class participations in this category every student will be judged on the active
participation in class through quality question and good examples from real life, they will
be also judged on the oral quiz, submission of assignments on time, performance in class
activities.

EVALUATION

You will be evaluated based on the following components according to the following weights:
Components and Weights
Midterm 30%
Class participations (assignments, quizzes, presentation, activities) 30%
Final Exam (3 hours) 40%
Total 100%

POTENTIAL MODIFICATIONS TO THE COURSE

The instructor or university as prescribed by HEC reserve the right to modify elements of the
course during the term. The university may change the dates and deadlines for any or all courses
in extreme circumstances. If either type of modification becomes necessary, reasonable notice
and communication with the students will be given with explanation and the opportunity to
comment on changes.
COURSE OUTLINE AND BREAK UP

Week COURSE CONTENTS

Week-1 Public Relations Basic
Define public relations
Identify the differences among advertising, publicity, press agency
and PR
Week-2 Role of a PR managers
Examine the different publics of an organization
Week-3 Ethical and Legal Responsibilities of the PR manager
List the core values of the PR professional
Describe the standards and practices of the Public relations in Society
Week-4 Identify some of the major laws limiting the PR professional, including libel
laws, privacy issues, and copyright
Week-5 Impact Mapping
Cases
Examples
Week-6 Writing for Select Publics
PR Releases
Define and describe the uses and purposes of email, memos, letters,
reports and proposals
Define and describe the uses and purposes of backgrounders and
position papers
Create examples of several of these types of written communication
Prepare a list of questions for a public relations interviewee
Week-7 Consumer Word of Mouth: Theory, Practice and Implications for Marketing
and Public Relations
The Bright Side of WOM
The Challenges of WOM
True Customer Lifetime Value
Final Words of Advice
Week-8 Mid-Term
Week-9 Media Scene in Pakistan
How to deal with Pakistani media
5 Principles
Control
Cases
Examples
Week-10 Event Management
Event Planning Tips
Special Events
Types Of Events
Uncertainty/Complexity (Plotting)
 Event Checklist

Week-11 Corporate Communication Through PR

TOOLS OF CORPORATE COMMUNICATION
Week-12 Mass Media Publics
Define a news release
Evaluate sample news releases
Create and write a news release
Define and examine video news releases
Examine and practice writing for the broadcast media
Week-13 Mass Media Publics
Define and write a feature item for the print media
Examine the creative writing process using symbols, type, logos,
color, photographs, art and infroraphics as well as sight, sound, and
other visual and auditory principles
Week-14 Crisis management
Crisis Communication and the Planning Process
Differentiate between reactive and pro-active planning
Week-15 Crisis management
Evaluate the process of crisis management in several recent major
corporate crises
Develop a media strategy for a proposed crisis
Week-16 Final Exam

RECOMMENDED TEXT BOOK

David A. Aaker; V. Kumar; George Day, Marketing Research, Latest Edition, John Wiley &
Sons.

RECOMMENDED REFERENCE BOOK

NK Malhotra, Marketing research: an applied orientation, Latest Edition, Pearson Prentice-Hall.