COURSE TITLE: Public Relations and Corporate Communication

Course Code: JM 212 Credit Value: 3 Credits

Contact Hours

• Lectures: 2 hours/week

• Practical / Workshops: 2 hours/week

Duration: 15 Weeks (One Semester) Prerequisite: JM 113 – Introduction to Mass Communication

1. Course Description

This course introduces students to the theories, principles, and professional practices of public relations and corporate communication. It examines how organisations develop, manage, and sustain mutually beneficial relationships with internal and external stakeholders through strategic communication.

Students explore the roles of public relations in government, business, non-governmental organisations, and international institutions. Topics include communication planning, media relations, corporate identity, branding, stakeholder engagement, event management, crisis communication, reputation management, digital public relations, and corporate social responsibility (CSR).

Practical workshops provide hands-on experience in writing press releases, preparing communication plans, organising media events, managing corporate communication campaigns, and responding to communication crises.

The course prepares students for advanced study and professional practice in public relations, corporate communication, strategic communication, media relations, organisational communication, and communication management.

2. Course Objectives

By the end of this course, students should be able to:

1. Explain the principles, functions, and evolution of public relations and corporate communication.

2. Analyse the role of strategic communication in achieving organisational objectives.

3. Develop communication strategies for diverse stakeholders.

4. Prepare professional public relations materials, including press releases and media kits.

5. Apply media relations techniques to build productive relationships with journalists and media organisations.

6. Design communication responses for organisational crises.

7. Evaluate the role of ethics, transparency, and corporate social responsibility in organisational communication.

8. Apply digital communication tools to public relations practice.

3. Learning Outcomes

Upon successful completion, students will be able to:

• Explain the concepts, principles, and functions of public relations and corporate communication.

• Develop strategic communication plans aligned with organisational goals.

• Write professional communication materials for internal and external audiences.

• Organise media briefings, press conferences, and public events.

• Manage relationships with stakeholders using effective communication strategies.

• Apply crisis communication principles to organisational scenarios.

• Evaluate ethical issues in public relations and corporate communication.

• Produce a comprehensive public relations campaign proposal.