Public Relations Course Descriptions

Course descriptions are listed numerically. Prerequisites, if any, are indicated in italics above the course descriptions. These prerequisites have been established to assure an adequate and uniform background for students in advanced classes. Franklin University reserves the right to alter course offerings or course content without notice. Not all courses are offered every trimester.

PBRL 325
Public Relations (4 cr. hrs.)

Prerequisite(s): Marketing (MKTG 300). Not open to students with credit for MKTG 325 or to students with credit for ORGC 325.
A general course in the technique of establishing and maintaining public relations. Activities span a variety of media to influence public opinion and manage an organization’s reputation.

PBRL 350
Media Research and Writing (4 cr. hrs.)

Prerequisite(s): Public Relations (ORGC/PBRL 325).
This course explores approaches and techniques for conducting research and writing within key public relations contexts. Students in this course will examine and utilize research techniques and methodologies that are essential for public relations professionals. Components of this course will include: journalistic research, copy writing, research and writing for broadcast, web research, writing for the Web, transforming technical information for general audiences, and media release writing. Additionally, this course will examine the ethics involved in researching and writing for public relations contexts.

PBRL 410
Public Relations Internship (1-4 cr. hrs.)

Prerequisite(s): Public Relations (ORGC/PBRL 325).
This course provides qualified students with an opportunity to receive academic credit for supervised professional training and experience in an actual work environment. This Internship is an ongoing seminar between the student, the faculty member and the employment supervisor. It involves an Internship Application and Learning Agreement, periodic meetings with the faculty representative, professional experience at a level equivalent to other senior-level courses and submission of material as established in the Internship Application and Learning Agreement. Participation cannot be guaranteed for all applicants.

PBRL 425
Media and Crisis Communication (4 cr. hrs.)

Prerequisite(s): Marketing (MKTG 300). Not open to students with credit for MKTG 425 or to students with credit for ORGC 425.
Today’s public relations professionals have entered a new era where preparedness to respond rapidly to various levels of crisis is essential. Building a positive reputation through the strategic management of communications with internal and external audiences during good times is a necessary foundation for withstanding negative press. Utilizing analysis techniques, public relations tactics, and hands-on projects, students will evaluate crisis situations, create and implement a strategic crisis communication plan, and learn to coach the corporate spokes- person and manage the media, while maintaining the organization’s reputation.

PBRL 445
Public Relations and Promotional Strategy (4 cr. hrs.)

Prerequisite(s): Marketing (MKTG 300) and Business and Professional Communication (COMM 320). Not open to students with credit for MKTG 445 or to students with credit for ORGC 445.
Students research, develop and implement persuasive and promotional campaign strategies appropriate to corporate, governmental and non- profit organizations. This advanced course is designed for those who desire specialized skills in public relations and promotional communication. Emphasis is placed on various tactics including investor relations and employee communications.

PBRL 450
Rhetoric and Social Influence (4 cr. hrs.)

Prerequisite(s): Junior standing.
This course examines how text, images, sound-bites, speeches, and other media operate to influence, define, and change public identity and thought. Students in this course will look at these verbal and non-verbal influences and how they mold and shape public discourse, cultural understanding, and our day-to-day life. Additionally, this course will examine the role of persuasion and attitudinal change in managing conflict and making decisions within various communicative contexts and amongst various publics.

PBRL 480
Special Topics in Public Relations (4 cr. hrs.)

Prerequisite(s): Determined on a course-by-course basis and published in the trimester Course Schedule.
A variable content classroom course in Public Relations in which students pursue topics or subjects of current interest that are not part of the regular curriculum. A specific course description will be published online in the Course Schedule for the trimester the course is offered.

PBRL 495
Public Relations Capstone (4 cr. hrs.)

Prerequisite(s): Completion of all other Major Area and Professional Core courses. Not open to students with credit for COMM 495 or ORGC 495.
This course examines the strategies involved in planning and managing communication in professional contexts and the ways these strategies are informed by the integration of information provided by other key areas. Students examine principles of integrated applied communication, creating written and web-based communication products in class. Working in collaborative teams, students complete a project that demonstrates planning and managing communication for organizational goals. The course includes media production of communications for a client organization.

PBRL 499
Independent Studies in Public Relations (1-4 cr. hrs.)

Prerequisite(s): Minimum 2.00 cumulative GPA, at least 16 credit hours completed at Franklin, related coursework completed with minimum grade of “B,” and permission of Program Chair.
Independent studies courses allow students in good academic standing to pursue learning in areas not covered by the regular curriculum or to extend study in areas presently taught. Study is under faculty supervision and graded on either a Pass/No Credit or a letter grade basis. (See the “Independent Studies” section of the Academic Bulletin for more details.)