Upon completion of this course, students should be able to:

• Align a public relations strategy with the overall business and brand objectives
• Apply strategic planning tools and frameworks to evaluate and address a variety of public relations issues, risks and crisis situations impacting an organization
• Develop a public relations strategy using the RACE formula
• Understand the importance of credible research and apply analysis tools (such as SWOT and PEST) to gather information
• Formulate an action and response strategy that moves an organization from a reactive to a proactive public relations position
• Develop a communication strategy that incorporates audience analysis and message strategy;
• Identify the appropriate communication tactics and the communications channels for the communication strategy
• Recognize the key components required to evaluate a public relations plan and measure outcomes