SIMAD UNIVERSITY

PUBLIC RELATIONS
COURSE OUTLINE

Faculty Faculty of Management Sciences

Program Business Administration

Course Title Public Relations

Course Code MGT 4707

Credit Hours 3
Semester Eight
Level Undergraduate
Pre-requisites (if Principles of Marketing | Marketing Management or Marketing Communications
any)
Lecture Methods Class lectures, in-class exercises, seminars, guest speakers, oral presentations, PR
campaign assignments and case studies.

Method of Evaluation:
Evaluation Evaluation may include but is not limited to the following:
Exams, quizzes, oral presentations, In-class exercises and discussions, class
Participation, attendance, and projects.
Assessment:
To be awarded a passing grade in this course, you must pass the mid and final
examination. The final grade for the course is regarding the following basis:

Method Percentage (%)

Class Activities 30

Midterm exam 30

Final Examination 40

InstructorName Abdiwahab Isak HASSAN

Contact
Tell +252615776809
Email abdiwahabisak@simad.edu.so

Course The student is expected to adhere to the following course requirements:

Requirements
 Regular class attendance
 Completion of all in-class and at-home assignments
 Active participation during in-class/group discussions
 Completion of midterm and final exams.

Public relations is the field within business management that strategically

develops organizational reputation. In the recent years, reputation management
Course has been a top priority of global CEOs and organizational leaders. This course
Description &
will prepare students to think firmly about managing an organization’s
Learning
objectives relationships with its various publics to achieve its goals, fulfill its purpose, and
meet its social responsibilities. The books, readings, lectures, discussions, guest
speakers, and assignments will focus on the key areas of public relations
strategies including trust and reputation management, stakeholder and
community engagement, corporate communications, media relations, issues and
crisis management, and events and marketing public relations.

Upon completion of this course, students should be able to:

1. Assess the importance of trust and reputation to business success.
2. Identify an organization’s relevant communities and stakeholders and
understand how to engage effectively with them.
3. Develop a proficiency in the writing of public relations press releases,
newsletters, brochures, speeches, and other persuasive pieces.
4. Prepare and present orally speeches and other public relations types of
presentations
5. Design and present a crisis management plan:
A. Evaluate objectively his or her performance and that of others
B. Evaluate sources of public relations information
6. Connect public relations activities and strategies to all functional areas of an
Organization.

Date Week Contents/Topics Chapters

(Optional) s
Courser Overview and
Introductions
Defining Public Relations 1
The Practice of Public Relations 2
The Role and Scope of research in 3
Public Relations

The Public Relations Process- 4

Planning
 Communication Concepts and 5
Practice in PR

Employee Relations 6
Community Relations 7
Revision

Midterm Exam
Media Relations 8
Government Relations 9
Consumer Relations 10
Investor Relations 11
Public Relations Writing 12
Integrated Marketing 13
Communications

Conflict Management & Crisis 14

Communication

Revision

Final Exam

REFERENCES Text Book:

REQUIRED

 Public Relations: Strategies and Tactics (11th Edition) Authors: Dennis L.

Wilcox, Glen T. Cameron, Bryan H. Reber Publisher: Pearson

 Public Relations: The Profession and the Practice 4th Edition (2011) by
Lattimore, Dan, Baskin, Otis, Heiman, Suzette, Toth, Elizabe, McGraw-Hill

 The New Rules of Marketing & PR: how to use social media, online video, mobile
applications, blogs..., news releases, and viral marketing to reach buyer.

RECOMMENDED READINGS:
 Public Relations Practices, 8/E (2014) by Allen H Center, Patrick Jackson,
 Stacey Smith & Frank Stansberry : Pearson High Education
 Public relations: contemporary issues and techniques (2004) by Egan, J.,
Baines, P. R., & Jefkins, Elsevier/Butterworth-Heineman.