An overview of professional public relations with a focus on trends in contemporary practice. Consideration of the history, theoretical underpinnings and practice areas attaching to the profession. A review of key factors in practice excellence, including application of ethical frameworks, professionalism, creativity, strategic integration and technical skills. Focus on the emergence of corporate social performance and the associated fields of corporate social responsibility, stakeholder engagement and community participation, in the context of strategic public relations and marketing management. -- Course Website
