Public Relations Practice and Theory

Course Code: PRC 5002

Academic Year: 2025-2026

This course examines the profession of PR and its day-to-day practice. A generally accepted definition of public relations still eludes practitioners due to the practice's broad scope and multi-dimensional nature. This course focuses on public relations theory and its practice. Students will be introduced to the history, breadth, diversity and best practices of public relations, emphasizing the key management role public relations plays to create and maintain goodwill and understanding between organizations and their publics. The course also covers the personal success factors, skills and attributes needed to be a skillful PR practitioner and the behaviour required for the success in the PR workplace, including professionalism, teamwork and leadership.