BACHELOR OF ARTS IN PUBLIC RELATIONS
THE AUBURN CREED
I believe that this is a practical world and that I can count only on what I earn. Therefore, I believe in work, hard work. I believe in education, which gives me the knowledge to work wisely and trains my mind and my hands to work skillfully. I believe in honesty and truthfulness, without which I cannot win the respect and confidence of my fellow men. I believe in a sound mind, in a sound body and a spirit that is not afraid, and in clean sports that develop these qualities. I believe in obedience to law because it protects the rights of all. I believe in the human touch, which cultivates sympathy with my fellow men and mutual helpfulness and brings happiness for all. I believe in my Country, because it is a land of freedom and because it is my own home, and that I can best serve that country by "doing justly, loving mercy, and walking humbly with my God." And because Auburn men and women believe in these things, I believe in Auburn and love it. -George Petrie (1943)
FOUNDATIONS OF PUBLIC RELATIONS
This course is designed to overview the functions, practices and growing applications of public relations in both private industry and the public sector.
PUBLIC RELATIONS CAMPAIGNS
This course practices the application of theory, research data and problem-solving techniques in the development of comprehensive public relations strategies.
This course works on identifying, characterizing and evaluating stakeholder groups and alternative channels of communication; formal research procedures including sampling, instrument design, information gathering, data processing, analysis and reporting
WRITING FOR PUBLIC RELATIONS
This course emphasizes communication tactics; planning, writing and producing public relations tools; audience and media selection; print and electronic media.
As an introduction to newswriting techniques, this course emphasizes learning news values, recognizing parts of a story and writing stories that meet standards of accuracy, grammar, style, spelling, law and ethics.
STYLE & DESIGN
This is the course within the public relations curriculum that applies style and design to public relations messages through the use of various content management systems and creative software.
PUBLIC RELATIONS CASE STUDIES
This is a course designed to enhance public relations students with an understanding of both effective and ineffective methods of PR through studying actual cases from the field itself.
This course teaches the various tasks of news reporting, emphasizing such issues as gathering information and preparing articles and other news reports under deadline pressure, beat reporting, understanding legal and ethical issues and applying reporting principles to a variety of assignments.
SOCIAL MEDIA IN PUBLIC RELATIONS
This course offers practical knowledge and provides opportunities to build the analytical skills necessary to create, evaluate, and execute social media campaigns.
This course is all about learning how to communicate the best message, through the right channels, to the desired audience, measured against organizational and communications-specific goals.