مخطط الموضوع

  • عام

  • Lesson One: Concept of Public Relations and Organizational Communication

    Lesson Objectives
    By the end of this lecture, students will be able to:
    •  Define public relations (PR) and organizational communication.
    • Explain the goals and functions of PR. Differentiate between internal and external organizational communication.
    • Identify the tools used in PR practice.
    •  Recognize the link between PR and organizational communication.
    •  Consolidate specialised vocabulary related to PR and communication.
    •  Apply grammar practice using articles (“a”, “an”, “the”) in professional contexts.


  • Lesson Two: Corporate image of a company: What is it and its key elements

    By the end of the lesson, students will be able to:

    • Define the concept of corporate image and distinguish it from corporate identity.
    •  Identify and describe the types of corporate image (desired, communicated, perceived, internal).
    •  Explain the importance of corporate image in market positioning, differentiation, trust, and brand value.
    •  Recognize and analyze the key elements that build a company’s corporate image (logo, color palette, typography, etc.).
    • Apply theoretical understanding by evaluating the corporate image of real or hypothetical companies.

  • Lesson Three: Exploring the evolution of public relations in the digital age

    Lesson Objectives
    • Explain how public relations (PR) has evolved in the digital age.
    • Identify the role of digital platforms and emerging technologies in modern PR practices.
    • Describe how data-driven decision-making influences PR strategies.
    •  Discuss the importance of authenticity and audience trust in PR communication.
    •  Recognize the organizational tools used in PR, including planner apps and AI tools.
    •  Apply specialized PR terminology accurately in academic or professional contexts.


  • Lesson Four: The Future of PR – Key Trends and Concepts for Students

    Lesson Objectives
    •  Explain why modern PR has evolved and identify the key factors influencing its transformation.
    •  Describe the major PR trends for 2025, including predictive PR, hyper-personalization, integrated storytelling, and data-driven communication.
    •  Define key terminology related to contemporary public relations practice.
    • Analyze the importance of agility, real-time engagement, and crisis management in modern PR.
    •  Identify how AI, data, and new media platforms shape PR strategies today.


  • Lesson Five: The United Airlines Crisis (2017) – The Age of Viral Video PR

    Lesson objectives :
    • Critically analyze a modern, video-documented PR crisis (like the United Airlines incident) by identifying the sequence of events and evaluating the effectiveness of the initial corporate key messages and response strategies.
    • Accurately define and correctly use at least ten specialized public relations terms (e.g., virality, sentiment analysis, reputational damage, framing) in written responses and class discussion to describe crisis events and management tactics.
    •Articulate the fundamental differences between managing a traditional PR crisis (pre- social media) and a digital-era crisis, emphasizing the necessity of transparency and empathy in the age of rapid media velocity.

  • Exam Model answer and Marking Scheme