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Belmont University Undergraduate Catalog 2016-17

Public Relations Course Descriptions

PRL 1990-4990. Independent Studies (1-3). Courses designed with a professor for independent study purposes.

PRL 1895-4895. Special Topics (1-3). Special Topics or pilot courses.

PRL 1180. Public Relations Principles (3). Individuals, groups, organizations and all societal institutions use public relations. This course is designed to introduce the purposes, principles and practices of public relations. Students will gain an awareness and deeper understanding of how public relations shapes society by examining historical and contemporary trends as well as the social scientific theoretical underpinnings of the practice. 

PRL 2010. Tower Creative Practicum (1). This course provides students with practical experiences in public relations. Using actual, campus-based and off-campus clients, students will apply their knowledge and skills to real-­world public relations problems and opportunities. Students research, plan, write, coordinate, produce, implement and evaluate various communication strategies and tactics. This course is designed for associates of Tower Creative Consultants, Belmont University's student-run public relations firm. Repeatable up to four (4) credits. Gen. Ed. Designation: EL (I - Internships, Clinicals, Practica). 

PRL 2130. Public Relations Writing I (3). Prerequisite: PRL 1180. This course introduces students to the basic concept, style and techniques of public relations writing for journalistic (i.e., uncontrolled or earned) media. It will familiarize students with the principles of strategic and ethical public relations writing for a converged media market. Students will develop and edit strategic messages and determine the optimal time and method for distributing these messages. Particular attention will be placed on the development of news releases, fact sheets, pitches and news advisories for print, broadcast and digital communication. Emphasis will also include industry-standard conventions, such as Associated Press (AP) style. 

PRL 2180. Public Relations Writing II (3). Prerequisite: PRL 1180. This course introduces students to the basic concept, style and techniques of public relations writing for organizational (i.e., owned and paid) media. It will familiarize students with the principles of strategic and ethical public relations writing for diverse publics. Students will develop and edit strategic messages for the organizational channels through which those messages are distributed. Particular attention will be placed on the development of fliers, brochures, newsletters, reports, appeals, advertisements and speeches for print, digital and oral communication.

PRL 2510. Sport and Public Relations (3). This course familiarizes students with the principles and basic techniques of sport public relations for collegiate and professional sports. Particular attention will be placed on the role of media and sport, the creation and dissemination of messages and their distribution systems, the management of crisis situations and the demonstration of social responsibility through sport. 

PRL 2650. Nonprofit Public Relations & Development (3). This course explores the role of strategic communication management in advancing the mission and causes of nonprofit organizations. Emphasis will also include the operations of a development program, including how to find donors, manage the fundraising process, write grant applications, and secure other financial support. Gen. Ed. Designation: EL (S - Service Learning)

PRL 2710. Social Media and Public Relations (3). This course examines current and emerging web-based and mobile technologies and associated trends that are affecting public relations. Emphasis is placed on the use of social media to discover and interact with connected publics by curating, creating and sharing content, monitoring and measuring engagement and analyzing and applying insights to integrated communication strategies.

PRL 2810. Public Relations Cases (3). Prerequisite: PRL 1180. This course promotes an in-depth investigation of public relations principles and practices through classic and contemporary case studies. Emphasis is placed on developing the student's strategic communication management skills, ethics, critical thinking and problem solving abilities through oral and written case presentations and discussions.

PRL 2820. Public Relations Design & Production (3). This course equips students with the knowledge and technical skills to conceptualize, design, produce and manage various print and digital media that are commonly used in public relations programs and campaigns.

PRL 2960. International Public Relations (3). This course explores the growing impact of globalization on public relations by examining how communication management is practiced in international contexts.

PRL 3180. Public Relations Research (3). Prerequisite: PRL 2130 or PRL 2180. This course examines the roles and techniques of research for effective public relations theory building, decision making and accountability/reporting. Among the topics explored are the research process, background/secondary research, identification of publics, environmental scanning/monitoring, qualitative and quantitative methods, content analysis, in-depth and focus group interviews, surveys and experiments. Gen. Ed. Designation: EL (R - Undergraduate Research).

PRL 3710. Event Planning (3). Prerequisite: PRL 2180 or permission of the instructor. This course focuses on planning, promotion, implementation and evaluation of events as a communication tactic. Emphasis is placed on creating events that are aligned with public relations strategies and support communication objectives. Gen. Ed. Designation: EL (S - Service Leaming)

PRL 3800. Media Relations (3). Prerequisite: PRL 2130 or permission of the instructor. This course equips students to practice the media relations function of public relations by applying theories and skills needed to work effectively with traditional and new media gatekeepers. Emphasis is placed on researching media outlets, managing contacts, pitching, media training and interviewing.

PRL 4015. Public Relations Senior Capstone (3). Prerequisites: PRL 4190 or permission of the instructor. This course is the culminating experience for public relations majors and fulfills the university's senior capstone requirement. Students will reflect on their whole educational experiences in becoming young public relations professionals. Following a review of essential public relations knowledge, skills and abilities, students will develop personal public relations plans to guide their transition to life beyond Belmont. 

PRL 4190. Public Relations Campaigns (3). Prerequisites: PRL 3180. This course involves extensive team-based research, planning, implementation and evaluation of a public relations campaign, with service learning applications, for a community partner, a real-world client. Gen. Ed. Designation: EL (S - Service Leaming).

PRL 4910. Public Relations Internship (1-3). Prerequisites: PRL 2130 or PRL 2180 or permission of the instructor. Students gain on-the-job experience with public relations in a professional context. Internships will be consistent with the student's professional objectives. Repeatable for up to six (6) credits. Gen. Ed. Designation: EL (I - Internships, Clinicals, Practica).