PR Campaigns, Crisis, and Measurement

This unit focuses on executing integrated public relations campaigns, managing crises, and measuring impact to inform strategic decisions. Students will synthesize event publicity, influencer and media relations, concise messaging, and ethical considerations to demonstrate PR value and sustain long-term relationships.

Learning Objectives

• Analyze PR campaign outcomes by measuring event attendance, media placements, inquiries, sales leads, and social buzz to produce data-driven recommendations for improvement
• Apply tactics for event publicity, influencer collaborations, pitching, and post-appearance amplification to maximize earned media and stakeholder engagement
• Demonstrate crisis communication skills by developing a rapid-response plan, drafting concise holding and reactive statements, and performing simulated media interviews
• Evaluate ethical and long-term PR considerations—distinguishing editorial from advertising, protecting media relationships, and proposing strategies to demonstrate departmental viability during resource constraints