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CCM701 - Writing for Public Relations Practitioners I

The Public Relations writer is an advocate for an employer/client and, must be able to write accurately in a range of styles that are clear, concise, and creative. The practitioner must consider all possible outcomes of the proposed message to all relevant publics and the employer/client. This subject, which is the first half of Writing for Public Relations Practitioners, helps prepare the learner practitioner to make decisions on what information a message should contain in a given set of circumstances with regard to a variety of audiences.

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CCM707 - Digital and Social Media

Digital and social media have transformed the way we conduct business and consume information. In the first of two courses on social and digital media, students will gain an understanding of how to develop a strategic approach to communicating with a range of stakeholders or publics. They will learn about social listening and research, measuring outcomes, ?influencer? relations, multimedia storytelling, online reputation management and developing a plan. They will also get hands-on experience testing and evaluating social/digital media platforms and tools.
 
Students will consider how digital media should be used to plan, execute and measure corporate communications programs and activities.  They will explore the underlying principles and theory behind adapting particular social media/digital communications strategies to build relationships with audiences and achieve corporate goals. This will sharpen students' abilities to make informed strategic and tactical decisions.
 
The course begins with an examination of the rise of the use of social and digital media and how they have changed both corporate and internal communications. It uses cases and examples, discussions, and lectures by guest practitioners as the foundation for understanding and analyzing the intersection between principles, theory and practice in the digital and traditional worlds.

It is designed to provide students with a beginning understanding of digital and social media by combining both theoretical and practical instruction.

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CCM708 - Public Relations Management Techniques - Internal

Never before has the function of internal communications been so critical to an organization's growth and success - if not to its very survival. Today's world of business, marked as it is by a seemingley endless stream of mergers, acquisitions, and restructuring, has understandably led to incredibly high stress levels in the workplace for employers and employees. Issues around job satisfaction, corporate culture and productivity can make or break an organization. Given such an uncertain atmosphere, public relations practitioners must ensure that all corporate messages are communicated to employees in a strategic, consistent and timely manner.Students will explore all aspects of the internal communications function. This will include; cultivating a sound theoretical basis for the practice of internal communications; examing the issues faced by today's employees; and developing an understanding of the strategic and tactical aspects of internal communications program.

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CCM718 - Strategic Communication Planning

Corporate communications, like any management function, is designed to achieve specific, measurable results that contribute to the needs of the organization. To accomplish this, the professionals responsible for the function must know how to develop and manage communications programs that integrate a range of concurrent activities carried out in key areas. Theses activities include research and analysis, measurement and evaluation, advice and counsel, internal communications, media relations, writing and other editorial services, investor relations and financial communications, government relations, community relations, stakeholder relations, issues management, crisis communications, events and others.
 
Corporate communications professionals must understand strategy, and be able to develop and execute communications plans that support business objectives, and that facilitate development of strong relationships between the organization and its stakeholders.
 
CCM 709 explores the role of the corporate communications function in the strategic management process of the organization. It reviews the principal elements of the corporate communications planning process and discusses how it can be used to help keep corporate communications aligned with the goals of the organization. Topics include research and analysis; measurement and evaluation; the difference between objectives, strategies and tactics, budgeting and staffing, and communications plan formatting.

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CCM737 - Media Relations

This subject is based on the idea that media are the corporate communicator's marketplace. The product is information and service. The customers are reporters and editors, the people who decide what's news, which information to use and how to convey it to the public. The corporate communicator's goal is to obtain desired coverage at a reasonable cost in time, money, and effort. The subject studies strategic thinking and targeting, media components as market segments, and the special needs and concerns of various types of journalists.

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CCM745 - Principles of Public Relations

This course familiarizes students with the basic concepts and principles of public relations and Problem-Based Learning (PBL).

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CCM747 - Introduction to Research

This course provides an opportunity for students to explore qualitative and quantitative research techniques and issues, and to implement both effectively for their public relations research project next semester.

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