Courses Catalogue

Public Relations

COURSE CODE: MCO 2201
COURSE CREDIT UNIT: 3
ACADEMIC PROGRAMME: Bachelor of arts in mass communication
COLLEGE/SCHOOL/FACULTY: College of Humanities and Social Sciences
STATUS: Core
PROGRAMME TYPE: Undergraduate

Course Description

The course introduces students to the importance of communication in business management. On top of the necessary management training needed to run businesses today. This course unit introduces an all important yet of the neglected management component called public relations. The unit also delves into how public relations can assist corporate companies to build or maintain their identify. Personality and get good will from their audiences working in favour of the company. It also helps students learn how to classify audiences and their needs and how to plan for public relations complaining. 

COURSE DESCRIPTION

This course introduces students to the field of public relations and provides a foundational knowledge of public relations theory and practice. Students will begin to develop an understanding of professional practice, ethical issues, and role of communication strategies and tactics in public relations management. Students are encouraged to explore the different types of public relations practice and to begin positioning themselves to develop a career in the field.

COURSE AIM

The programme aims to develop written and verbal skills to give students the opportunity to become confident communicators, prepared to face the challenges of fast-paced modern public relations work. Students can work with multi-media technologies including video, audio and online material, and study how social media can be a volatile but powerful platform to reach large audiences.

EXPECTED LEARNING OUTCOMES

By the end of the course unit students should be able to;

  • Define public relations in the context of business or management operations.
  • Analyze tools for stakeholder mapping and its importance
  • Appreciate the value of PR in corporate branding. Identify and crisis management 
  • Differentiate between PR advertising and Marketing