مخطط الموضوع

  • عام

  • Lesson One : Comprehending Public Relations

    Learning Objectives : 

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

    1. Define public relations and distinguish it from publicity and advertising

    2. Identify the main purposes and functions of PR within organizations.

    3. Recognize Ivy Lee’s contribution to the development of modern PR.

    4. Explain the key ethical principles outlined in Ivy Lee’s “Declaration of Principles.”

    5. Understand and correctly use core terminology related to public relations.


  • Lesson Two: Future Scope of Mass Communication in the Digital Era

    Learning Objectives : 

    1. Define the concept of mass communication in the digital era.

    2. Identify key trends shaping digital mass communication.

    3. Explain the future scope of mass communication across different digital sectors.

    4. Recognize emerging career opportunities within digital media industries.

    5. Analyze how AI and data analytics impact modern media practices.

    6. Use specialized terminology related to mass communication accurately in context.


  • Lesson Three: Media's Influence on Public Relations


    Learning objectives : 

    1.  Define key concepts in public relations and mass communication, including media relations, publicity, agenda-setting, and strategic communication.
    2.  Explain the evolution of PR practices, comparing early models (press agentry, public information) with modern strategic communication.
    3.  Analyze the role of the news media as gatekeepers and assess how PR efforts influence public opinion and media coverage.
    4. Identify and use specialized PR vocabulary accurately in academic and professional contexts.
    5.  Evaluate the relationship between journalists and PR practitioners, recognizing the tension and mutual dependence between the two fields.


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

    Learning objectives:

    1. 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.
    2. 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.
    3. Articulate the fundamental differences between managing a traditional PR crisis (presocial media) and a digital era crisis, emphasizing the necessity of transparency and empathy in the age of rapid media velocity.

  • الموضوع 5