Just as history provides a guide to leaders on how to govern, the study of past and current public relations campaigns test public relations theories, illustrate the challenge of setting objectives and offer valuable lessons on how to evaluate PR campaigns.

This class will offer students the opportunity to review, discuss and evaluate multiple PR campaigns in a variety of disciplines.  Using various models that will be discussed in the beginning of the semester, students will be able to evaluate the strengths and weaknesses of individual campaigns.  In addition, students will gain a valuable body of knowledge of public relations tactics.  While reviewing each case, students will be able to answer these types of questions:

• How did a company's digital strategy help them successfully launch a new product? 
• How did at nonprofit evaluate the level of awareness for their campaign? 
• What exactly can a social media release do for a campaign? 
• How big a budget do you need for a successful PR campaign?
• Even if an event generated maximum media coverage, did it really meet its original objective?