*Core Subjects/Syllabus* 

 *Semester 1: Foundations of Public Relations* 

1. *Introduction to Public Relations* 

   - Role of PR in organizations (corporate, government, non-profit). 

   - History and evolution of PR (traditional vs. digital). 

   - Key PR theories (Grundig’s models, two-way communication). 

 

2. *PR Writing and Content Creation* 

   - Press releases, media pitches, newsletters, and speeches. 

   - Writing for digital platforms (blogs, social media, websites). 

   - Editing and proofreading techniques. 

 

3. *Media Relations* 

   - Building relationships with journalists, influencers, and bloggers. 

   - Media pitching and press conference management. 

   - Monitoring media coverage (tools like Meltwater, Cision). 

 

4. *Ethics in Public Relations* 

   - PRSA Code of Ethics and CIPR guidelines. 

   - Managing conflicts of interest and transparency. 

   - Case studies on ethical dilemmas (e.g., crisis cover-ups). 

 

5. *Digital PR and Social Media Management* 

   - Social media strategies for brand storytelling (LinkedIn, Twitter, Instagram). 

   - Online reputation management (ORM). 

   - SEO basics for PR content. 

 

*Semester 2: Advanced PR Strategies* 

6. *Crisis Communication* 

   - Crisis planning and risk assessment. 

   - Crafting crisis messages (apology statements, FAQs). 

   - Case studies: BP oil spill, United Airlines PR disasters. 

 

7. *Corporate Communication* 

   - Internal communication (employee engagement, newsletters). 

   - Investor relations and annual reports. 

   - CSR (Corporate Social Responsibility) campaigns. 

 

8. *Event Management* 

   - Planning press launches, product launches, and charity events. 

   - Budgeting, vendor coordination, and logistics. 

   - Measuring event success (ROI, media coverage). 

 

9. *PR Campaign Planning* 

   - Research and SWOT analysis for campaign design. 

   - Setting SMART objectives and KPIs. 

   - Campaign execution and evaluation (A/B testing, surveys). 

 

10. *PR Law and Compliance* 

    - Defamation, copyright, and privacy laws. 

    - FTC guidelines for endorsements and influencer marketing. 

    - Compliance with data protection regulations (GDPR, CCPA). 

 

*Semester 3: Specializations and Practical Training* 

11. *International PR and Global Communication* 

    - Cross-cultural communication challenges. 

    - Managing PR for multinational brands. 

    - Case studies: Coca-Cola, UNICEF global campaigns. 

 

12. *Branding and Reputation Management* 

    - Brand positioning and identity development. 

    - Rebuilding damaged reputations (e.g., rebranding strategies). 

    - Celebrity and personal branding. 

 

13. *Stakeholder Engagement* 

    - Mapping stakeholders (employees, customers, regulators). 

    - Advocacy and lobbying strategies. 

    - Community relations and public affairs. 

 

14. *Emerging Trends in PR* 

    - AI in PR (chatbots, sentiment analysis tools). 

    - Virtual reality (VR) for immersive storytelling. 

    - Influencer partnerships and micro-influencer strategies. 

 

15. *Internship/Capstone Project* 

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

    - Final project: Designing and executing a PR campaign for a real client. 

 

*Elective Subjects * 

- *Political Communication and Lobbying* 

- *Non-profit and NGO Communication* 

- *Healthcare PR* 

- *Entertainment and Sports PR* 

- *Sustainability Communication* 

 

*Assessment Methods* 

- *Written exams*: Theory on PR ethics, law, and strategies. 

- *Practical assignments*: Drafting press releases, social media calendars. 

- *Campaign projects*: Group work on PR campaigns with peer reviews. 

- *Presentations*: Pitching campaigns to simulated clients. 

- *Internship evaluation* and capstone project defence