Overview
In this course you will learn about the foundations of public relations as well as an overview of what is called critical public relations studies—perspectives on the study (and not just the practice) of public relations through a variety of theories and case studies. The public relations practitioner helps to construct and control the image of an organization for the public (or at least attempts to do so). It is important to consider the implications of these processes and their broader role. More than simply propaganda, public relations practice since the latter part of the twentieth century reflects the impact of powerful consumer movements and the recognition that public opinion and trust is crucial for the survival of both commercial and public organizations. This course engages with disciplines and critical perspectives including environmental studies, race, gender, sexuality, capitalism, history, disability, colonialism, ethics, and more.
Learning outcomes
Upon the completion of CMNS 444: Media Relations, you should be able to
- discuss the history of public relations, particularly its role in colonial state formation;
- recognize and apply the RACE (research, analyze, communicate, evaluate) formula to public relations functions;
- discuss the key factors, ethical considerations, and typical tasks involved in effective media relations;
- create a press release and an effective media relations plan;
- name components of an Indigenous framework for public relations and be able to apply public relations principles to social action in a range of marginalized communities and social movements;
- name a selection of digital strategies used by public relations practitioners;
- analyze examples of corporate social responsibility;
- name several public relations strategies and tools used both within and for communicating with government;
- analyze the role of public relations as a method of political manipulation in an international context
- analyze the role of journalism as a method of holding public relations practitioners accountable; and
- be familiar with several working definitions of crisis communication.
Evaluation
To obtain credit for CMNS 444, you must achieve a minimum grade of D (50 percent) or better on each assignment and a composite course grade of at least D (50 percent). The weighting of the composite mark is as follows:
| Activity | Weight |
| Assignment 1: Questions for Further Discussion | 15% |
| Assignment 2: Corporate Social Responsibility Analysis | 35% |
| Assignment 3: Questions for Further Discussion | 15% |
| Assignment 4: Research Essay | 35% |
| Total | 100% |
To learn more about assignments and examinations, please refer to Athabasca University’s online Calendar.
Materials
All course materials for CMNS 444 are available online.
Challenge for credit
Overview
The challenge for credit process allows you to demonstrate that you have acquired a command of the general subject matter, knowledge, intellectual and/or other skills that would normally be found in a university-level course.
Full information about challenge for credit can be found in the Undergraduate Calendar.
Evaluation
To receive credit for the CMNS 444 challenge registration, you must achieve a grade of at least D (50 percent) on the examination.
| Activity | Weight |
| Part I: Essay | 50% |
| Part II: Online exam | 50% |
| Total | 100% |
Challenge for credit course registration form