纽约大学公共关系详解（二）

PROGRAM STRUCTURE

Core Courses Core courses provie you with the funamentals of public relations an corporate communication, an prepare you for more focuse stuy later in the program.

Electives Elective courses provie you with the opportunity to stuy niche an specialty topics in public relations an corporate communication.

Internships Internships provie you with the opportunity to acquire professional experience through a real-worl perspective an explore career options in a corporation, nonprofit organization, eucational institution, governmental or non-governmental organization, or public relations agency.

Concentrations By choosing a concentration “path” miway through the program, you gain specialize skills to succee in popular areas of professional practice.

Capstones Through the final Capstone paper, you will complete your program of stuy in a meaningful an challenging way. Designe to uniquely contribute to the fiel of public relations an corporate communication, the paper aresses a challenge facing the inustry an inclues both primary an seconary research.

Practicum The practicum course is a simulation of working within a PR agency or in-house team. Inclusive of a charge from a real client, the practicum consists of in-epth, real-time work in small teams, an eventually, a class presentation. You’ll not only gain practice in solving real-worl issues, but will sharpen time-management, team-ynamic, an communication skills.

CORE REQUIREMENTS The egree is a 42 creit program consisting of a require set of core courses (21-creits) an the selecte concentration (21-creits).

Core Curriculum Stuents are require to take all of the following courses.

PRCC1-GC1010 Communications Ethics, Law & Regulation
Communicators must eal with age-ol ilemmas like ethical uses of persuasion in a complex environment marke by rapily changing attitues, rules, an technologies, This course provies a founation for professional practice by introucing essential US ethical, legal, an regulatory principles an requirements. It explores concepts incluing free, commercial, an compelle speech, as well as efamation, privacy, intellectual property, an uty of care. It also investigates how regulatory agencies impact areas like employee an investor relations, avertising, an lobbying an reflects on the role of professional coes, ethical business stanars, an PR ethics theory.

PRCC1-GC1020 Public Relations Writing Seminar I This founational seminar covers require skills for writing strategic PR messages to achieve specific objectives with target auiences. Stuents learn Associate Press style an essential PR an prose rules for crafting clear, concise, irect an syntactically correct ocuments that use storytelling to support client an employer goals. These ocuments inclue press materials such as news releases, "pitch" letters/emails, meia alerts, letters to the eitor, an opinion pieces. Stuents stuy an write several of these assignments. Stuents also learn about the writing of emails, presentations, reports, social meia posts an blogs. By the en of the semester, stuents will have applie the classic PR writing process to the goal of becoming a skille PR writer. Successful completion of the course is require to enter Writing Seminar II. PRCC1-GC1030 Public Relations Writing Seminar II ****This secon an final course in the writing seminar sequence will help stuents apply the skills acquire in Writing Seminar I to more complex strategic an business challenges. The seminar engages the stuents to improve organizational reputation, promote proucts an services, manage issues an eal with internal an external communication concerns. Topics inclue avance storytelling, writing web content; writing to promote; avance speechwriting; an vieo scripting as well as writing for non-profits, the effective use of visuals, an best practices for cross-cultural communication/writing for toay¿s iverse, global PR environment. By the en of the semester, stuents will have applie avance PR writing theory an practice through a variety of assignments to strengthen organizational awareness, visibility, action an success.

PRCC1-GC1070 Social Meia for Public Relations Professionals **** ****Unerstaning an using social meia has become crucial for the practice of public relations an marketing communication. This course introuces the special nature of social meia in this transformative context, emphasizing strategic public relations thinking an elivery. Stuents assess an engage with leaing U.S. an global social meia platforms an learn best practices of social meia writing an apply it to blogging, content curation, pocasting, consumer relations, an the overall concept of storytelling to empower programs an messages. This course also covers social meia listening, theory an practice, an issues affecting social meia's societal impact. Throughout the course, stuents engage in group an iniviual assignments that aress the funamentals of strategic social meia planning an execution.

PRCC1-GC1080 Practicum ****The practicum consists of in-epth work on a case stuy in public relations an/or corporate communication within a corporation, nonprofit organization, eucational institution, governmental or non-governmental organization, or public relations agency. This case stuy - previously solve by the entity - provies practice in solving real-worl issues, while having the opportunity to iscuss the case with an actual employee ("client") who worke the scenario, as well as present possible solutions at the en of the course. Post presentation, stuents will learn from the client how the case was actually solve, an provie feeback on the stuents¿ work. Stuents will select or be place with a case stuy from a list of faculty-approve entities. Stuents will be require to prouce evience of their contributions uner the stewarship of a faculty member. They may also o aitional research or provie supportive case analysis base on primary research that is eeme beneficial to the organization¿s mission an objectives.

PRCC1-GC1900 Research Process & Methoology **** ****This course provies stuents with the research skills neee to successfully work in public relations. Throughout the course, stuents learn the importance of unerstaning target auiences an how to conuct research on these auiences to strengthen public relations planning an execution. The first half of the course focuses on the formal research processes, methoologies, esign, an collection. The secon half of the course focuses on research tactics, inclusive of writing surveys, conucting interviews, hosting focus groups, an preparing to conceptualize a research topic. Stuents also learn methos for correct citations, quoting works without plagiarizing, copyright infringement, legal an ethical issues in research, an receive training in working with human subjects. In this course, stuents also prepare research proposals as a springboar for their Capstone papers.

PRCC1-GC4000 Capstone

Concentration: Public Relations Management (Require) Stuents are require to take the following courses.

PRCC1-GC1000 Theory, History & Practice of Public Relations ****This course provies an overview of the history an evolution of public relations focusing on theories of persuasion an how they can be applie to communication thinking, planning, an execution. The course covers the process of taking ieas from inception to completion an gaining an unerstaning of how they are applie an implemente in a communication context. Stuents learn how to monitor for public opinion, generate an evaluate research for target auiences, mobilize teams, an evise solutions for a variety of organizational scenarios. Assessing organizational nees, ientifying stakeholers ¿ both internal an external ¿ an crafting messages will be stuie an practice to achieve specific outcomes. Within the context of a communication plan, stuents will learn to create content an evelop a eep unerstaning of the relationship among igital, social, an traitional meia.

PRCC1-GC1040 Managing Meia Relations ****This course examines how public relations professionals work with influencers to communicate their organizations¿ messages an cultivate positive meia coverage in traitional, online an social meia outlets. Stuents learn how to esign messages an communication strategies to appeal to istinct auiences, how news organizations work, an who makes ecisions within them. Stuents also gain proficiency in specific meia relations tasks such as ¿pitching stories,¿ esigning programs, visual story telling, working with social meia influencers an key bloggers, managing company social meia an hanling crises. The course explores how public relations professionals employ online, social an consumer-generate meia in a strategic plan, how rapi changes in the business of meia affect the public, commerce an the communication inustry, what ethical issues are present in meia relations an journalism, an how professional communicators balance commercial an public interests.

PRCC1-GC1050 Critical Business Skills for PR Professionals ****This course provies stuents with a holistic view of public relations an corporate communication management, as well as strategic planning for organizational change an growth. It covers various styles an functions of management theory an introuces key principles of marketing, braning, risk management, ethics, an finance. It also introuces some of the successful public relations practices maximizing expeniture of resources. Throughout the course, stuents evelop the ability to work cross-culturally an between crucial agency or organizational epartments. Stuents also learn best practices of email communication, presentations, an employee relations. This course also aresses such critical issues as organizational structure, bugets, mission an vision, as well as stresses the skills necessary for communicators to have a seat at the leaership table.

PRCC1-GC1060 Strategic Communication: Thinking, Planning, an Execution ****

****This course focuses on interisciplinary communication groune in strategic thinking, planning an execution. Stuents learn to think an act strategically for PR an marketing communication purposes, beginning with an unerstaning of what strategy means in theory an in practice. Topics covere inclue strategic communication theory, stakeholer engagement, an the application of research ata, big an small, in creating an managing strategic plans that aress crucial C-suite communication concerns. Throughout the course, stuents attain a eeper unerstaning of how strategy or a lack thereof affects business success.

Optional Courses

PRCC1-GC4010 Experiential Learning ****NYU SPS is a school committe to offering worl-class courses in applie professional stuies across multiple isciplines. Stuents are groune in theory then aske to apply those theories to specific professional practice areas. NYU SPS Real Worl puts the ¿applie¿ notion of stuent learning to the aci test. In this course, stuents will not apply their knowlege to an assignment in the classroom but to real worl problems/challenges face by real worl organizations. In this series of courses, a real worl organization assigns stuents real worl problems for which they nee actionable solutions. On the first ay of class, the organization will present a brief outlining an organizational problem/challenge that nees an actionable solution. SPS stuents will work in multi-isciplinary teams in flui consultation an communication with organization leaers an SPS faculty to research, prepare an present their solution on the final ay of class. Selecte ieas/solutions will be chosen by the organization to be implemente, concretely, into their real worl organizational practice.

PRCC1-GC3901 Internship ****

PRCC1-GC3100 Special Topics **** This course introuces stuents to topics of relevance to the global PR an communications inustry an establishes some frameworks through which to analyze an evaluate the ecosystem of these inustries. The course reviews topics that inform the competitive business strategies aopte by various players in the environment, an/or the creative process of eveloping PR an communications campaigns an the criteria use to assess whether these campaigns ha impact. Special topics are analyze in the context of how they are shape by PR an communications practice, an how they are impacte by, or alternatively, help rive globalization an igital transformation.

CONCENTRATIONS

By choosing a concentration “path” miway through the program, you gain specialize skills to succee in popular areas of professional practice.

Public Relations Management This concentration will expan your knowlege of public relations principles with a focus on key stakeholers involve in creating campaigns an riving results.

Corporate an Organizational Communication This concentration focuses on clear an effective communication through all channels of corporate life.