No.

Main Topic

Sub-Topic

Reference

The nature of public relations

1. What is public relations?
2. Elements of public relations

R1 Chapter 1

The primary objective of public relations

1. Hostility vs Sympathy
2. Prejudice vs Acceptance
3. Apathy vs Interest
4. Ignorance vs Knowledge

R2 Chapter 1

Public Relations and Marketing

1. The focus of marketing
2. The interaction between marketing and PR

R2 Chapter 1

Public Relations and advertising

1. The people addressed
2. The media
3. The costs
4. The purpose

R2 Chapter 1

Methods of appreciating the situation

1. Marketing research
2. Desk research
3. Complaints
4. Financial situation
5. Media attitudes
6. Employee-management relations
7. Community relations

R2 Chapter 4

Determining objectives

1. Importance of defining objectives
2. The process of listing objectives

R2 Chapter 5

Defining publics

1. Basic publics
2. Internal and external publics
3. Examples of publics

R2 Chapter 6 and R1 Chapter 16

Selecting the PR media

1. Principal media
2. Advantages and disadvantages of several media

R1 Chapter 8

Preparing publicity releases

1. Tips for writing news releases
2. The format of a news release

R1 Chapter 10

PR Budgeting

1. Costing and controlling costs
2. PR consultancy budget
3. Budget for a press reception
4. Budget for a PR department

R2 Chapter 8

Assessing results

1. Observation and experience
2. Feedback and its assessment
3. Research

R2 Chapter 9

Fairway’s prize-winning Fuji Film airship campaign

1. The preparation of the campaign
2. The coverage of the campaign
3. The impact of the campaign

R2 Chapter 1

Pepsi-Cola crisis

1. The cause of the causes
2. The crisis team
3. Video news releases

R1 Chapter 1

Case Study: Lions Club Book Sale

1. The previous results of the book-sale.
2. The PR program for the book-sale
3. The impact of the PR program.

R1 Chapter 7