*Core Subjects/Syllabus* 

*Semester 1: Foundations of PR and Communication* 

1. *Introduction to Public Relations* 

   - Evolution of PR: Traditional vs. digital eras. 

   - Role of PR in corporate, government, and nonprofit sectors. 

 

2. *Strategic Communication Planning* 

   - Developing PR campaigns: Objectives, target audiences, key messages. 

   - SWOT analysis, PESTEL framework, and SMART goals. 

 

3. *Media Relations and Journalism* 

   - Building relationships with journalists, bloggers, and influencers. 

   - Writing press releases, media pitches, and press kits. 

 

4. *Ethics and Professional Responsibility* 

   - PRSA Code of Ethics, CIPR guidelines, and transparency in communication. 

   - Case studies on ethical dilemmas (e.g., greenwashing, misinformation). 

5. *Digital PR Basics* 

   - Social media strategies (LinkedIn, Twitter, Instagram). 

   - SEO for PR content and online reputation management (ORM). 

 

*Semester 2: Advanced PR Strategies and Tools* 

6. *Crisis Communication Management* 

   - Crisis planning, messaging, and post-crisis recovery. 

   - Case studies: United Airlines, BP oil spill, Tylenol recall. 

 

7. *Corporate Communication and CSR* 

   - Internal communication (employee engagement, intranets). 

   - Designing CSR campaigns aligned with ESG (Environmental, Social, Governance) goals. 

 

8. *Content Creation and Storytelling* 

   - Writing blogs, op-eds, speeches, and annual reports. 

   - Visual storytelling: Infographics, videos, podcasts. 

 

9. *Data-Driven PR* 

   - Analytics tools (Google Analytics, Cision, Meltwater). 

   - Measuring PR ROI: Media impressions, sentiment analysis, AVE. 

 

10. *Event Management* 

    - Planning press conferences, product launches, and virtual events. 

    - Budgeting, vendor coordination, and post-event reporting. 

 

*Semester 3: Specializations and Leadership* 

11. *Global and Cross-Cultural PR* 

    - Managing PR for multinational brands. 

    - Cultural sensitivity in messaging (e.g., Middle East vs. Western markets). 

 

12. *Political PR and Public Affairs* 

    - Lobbying strategies, election campaigns, and government relations. 

    - Compliance with political advertising laws. 

 

13. *Digital PR Innovations* 

    - AI in PR (chatbots, automated press releases). 

    - Influencer marketing and micro-influencer partnerships. 

 

14. *Brand Reputation Management* 

    - Rebuilding trust post-scandal (e.g., Volkswagen, Facebook). 

    - Personal branding for executives and thought leadership. 

 

15. *Capstone Project/Internship* 

    - Real-world PR campaign: Launching a brand, managing a crisis, or promoting a social cause. 

    - Internship with PR agencies, corporate communication teams, or NGOs. 

 

*Elective Subjects (Choose 2–3)* 

- *Healthcare PR* (managing health crises, pharma communications). 

- *Entertainment and Celebrity PR*. 

- *Nonprofit and Advocacy Communication*. 

- *Sports PR and Sponsorship Management*. 

- *Technology PR* (startups, cybersecurity, fintech). 

 

 

*Tools and Software Covered* 

- *Cision* (media monitoring), *Meltwater* (analytics). 

- *Canva* (design), *Hootsuite* (social media management). 

- *Grammarly* (content editing), *SEMrush* (SEO). 

 

*Assessment Methods* 

- *Campaign Projects*: Designing and executing a PR strategy for a mock/client brief. 

- *Case Study Analysis*: Solving real-world PR crises or ethical challenges. 

- *Portfolio Development*: Curating press releases, social media campaigns, and event reports. 

- *Presentations*: Pitching campaigns to simulated clients or stakeholders. 

- *Internship Evaluation*: Performance review by industry mentors.