PR 280 C - Public Relations Agency Management
Semester Hours: 3
Public Relations Agency Management (PRAM) course will cover the principles of management and their application to public relations. It examines the structure of a public communication agency, the management principles it considers, as well as how to administer resources to accomplish PR functions. Students will also explore management and planning, the use of human resources, organizing programs and projects, budgeting, research, and evaluation as essential tools for implementing management objectives. Emphasis is placed on the student developing the skills and ability to effectively manage public relations agency activities. This course considers crucial, for any agency owner having a deep understanding of agency life; not only the “what” (practical), but also the “why” (theoretical) of good management and leadership practices in the field of communication.
This course considers agency management and planning an essential and effective tool at the heart of all public relations and communication activity. It considers topics like agency settings and contexts, all from a public relations management, planning, and strategy perspective. It prepares students to become senior in-house executives, agency leaders, and agency owners through: (1) the principles of management and their application in a public relations agency environment; (2) the structure of public communication organizations, as well as the management of resources that can accomplish PR functions; and (3) third-party planning, for clients and organizing that require tailored strategies, programs, and projects for comprehensive goals and objectives. Also, the course considers implementation, the use of human resources, budgeting, research, and evaluation, including the implementation of management objectives and third-party client constraints.
Prerequisite(s)/Course Notes:
PR 260
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