Mar 17, 2026  
2016-2017 Graduate Studies Bulletin 
    
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2016-2017 Graduate Studies Bulletin [ARCHIVED BULLETIN]

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PR 267 - Reputation Management and Crisis PR


Semester Hours: 3
Fall, Spring, Summer
This course provides students with a comprehensive understanding of the strategies, tools and techniques for successful reputation management. While exploring media relations as a key tactic in an overall strategic communications program, this course also focuses on the planning and management involved in successfully creating and maintaining a positive public image in good times and in times of crisis. Students will develop strategies to create and implement a reputation management plan, learning how to effectively and proactively use traditional and social media to disseminate and manage messages that produce and reinforce reputation. Students will examine successful and poorly executed crisis communication strategies and learn how to best handle negative publicity, recognizing the potential power of emerging technologies. Understanding public relations strategies, audiences, key messages, tools, and research, this course examines specific ways in which the PR practitioner can develop and maintain a positive reputation for the organization(s) they represent.

Prerequisite(s)/Course Notes:
PR 261 . Students may not take this course on a Pass/Fail basis. Students not matriculating in the MA in Public Relations  program may take this course as a Pass/Fail elective. (Formerly Case Studies in Reputation Management and Crisis PR.)


View Course Offering(s):

Summer Session I 2026

Summer Session II 2026

Summer Session III 2026

Fall 2026



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