S-Social Media and Public Relations

The roles and responsibilities of today's PR practitioners are expanding. PR Professionals must understand and embrace how to integrate social media communications with overall business communications, learn different ways to engage with customers and other stakeholders and navigate a changing media landscape with new technology that drives consumer news consumption. This course examines the role of today's communicators who are developing new strategic approaches to the practice of PR.  Students will learn how to research and evaluate various types of 2.0 collaborative technologies, monitor conversations for reputation and crisis management, develop social media objectives and strategies for integrated communications programs, create and manage the social media communications process, identify opportunities to engage via different networks, develop content for deeper interactions with stakeholders, and use different types of measurement to gauge communications success.  The class will focus on how to align strategic PR and social media programs with higher level business goals and objectives. Part of the Certificate of Journalism.

Course Details

Campus: 
Amherst
Format: 
Online
Level: 
Undergraduate
Subject: 
Journalism
Number: 
JOURNAL 391PR
Semester: 
Summer 2017
Registration Status: 
Closed
Registration: 
Monday, March 13, 2017 to Friday, July 14, 2017
Degree Finder Course Finder Request Information 877-MY-UMASS