BBM 465: PUBLIC RELATIONS

Course Purpose
The purpose of this course is to equip students with an in-depth understanding of the role public plays in
both individual and organisational settings.
Course Objectives
1. To define and identify different components of PR
2. To identify PR process and application to individual and organizations
3. To explore the evolution and development of the practice and principles of public relations.
4. To identify the various PR strategies used by various organizations
5. To examine various Tactics in solving Public Relations problems in an organization.
Expected Learning outcomes
At the end of this course, the students should be able to:
1. Define and identify different components of PR
2. Identify the PR process and its application to individual and organizations
3. Explain the evolution and development of the practice and principles of public relations.
4. Identify the various PR strategies used by various organizations
5. Demonstrate the ability to apply various Tactics in solving Public Relations problems in an
organization.

Course Content
The nature of public relations; the origin and development of the public relations function; need for
public relations; planning, organising, leading and controlling the public relations function; the
communications task of public relations management and social responsibility, Human relations; Public
relations in action, media relations, public affairs and corporate relations, public relations and
marketing, in government, in non commercial sector, parliamentary relations and lobbying, consultancy
public relations, ethics and professional conduct, legal aspects of public relations practice, international
public relations, crisis management, sponsorship.

Learning and Teaching Methodologies:

Lectures, Tutorials, Case Studies, Group Discussions and Presentations
Instructional Materials and Equipments
Lecture rooms, white boards, white board markers, LCD projectors, laptops and case studies
Assessment:
Type Weighting
Continuous Assessment Tests 30 %
Examination 70 %
Total 100 %

Course Texts
1. Wilcox D (1998). Public Relations: Strategies and tactics, 5th ed. Longman USA
2. Fraser, S.P. (2001). The Practice of Public Relations, 8th De. Prentice Hall, Inc.
3. Baskin, Otis et al (1998). Public Relations; The Profession and Practice, 4th ed. McGraw
4. Jenkins F (1998). Public Relations, 5th ed. M & F Pitman Publishing
5. Black S (1995). The Practice of Public Relations, 4th Ed. Butterwoth-Heinmann