The course aims to:

- convey the fundamentals of public relations principles and practice to provide a working framework within which to execute public relations writing genres.

- introduce students to the working lifecycle of a public relations campaign from planning to execution and evaluation so that they can evaluate the best professional responses to public relations scenarios.

- enable students to apply public relations writing principles to practice across a selection of persuasive texts typically required in an everyday working context.

- provide examples of best practice in public relations writing and management as a way of benchmarking effective public relations work.