Corporate communications is a subset of public relations that focuses on helping organizations develop compelling narratives that deepen stakeholder awareness and loyalty. Through corporate communications activities, internal and external audiences learn about what makes products and services unique through creative storytelling, reputation management, and relationship building. Designed to provide aspiring and seasoned communications professionals with skills to succeed in this field, this course will cover key areas of a practitioner’s day-to-day workflow. This includes practice in coordinating activities across departments, crafting persuasive communications that get key publics to act, and perpetuating positive sentiment. Further, through case studies, communication planning, projects, and presentations, students will demonstrate their acumen with crafting an organization's voice and image, and supporting recommendations with data and insights.
“It takes 20 years to build a reputation and five minutes to ruin it.” Warren Buffett
In today’s world of increased access to information, social media, and global news, responding to a crisis or threat to an organization’s reputation has become more critical and immediate than ever before. Effective crisis communications can prevent or minimize the damage to an organization’s reputation as a result of a crisis. The stakes are high and a strong crisis communicator needs to be prepared, nimble, and responsive.
This course is focused on the practical understanding and techniques of crisis communications learned and utilized over years of front-line experience. This class will equip students with the knowledge and practical skills necessary to prepare for and respond to incidents, issues, and crises that can threaten an organization’s valuable reputation.
Comments: This change is specific to the online section -101 of Crisis Communications.
This course will teach students to provide a clear understanding of effective Digital Communications Strategies in today's business environment. Students will increase their understanding of how digital communications relate to more traditional marketing and PR tactics, and how to combine them for the best integrated approach. We will review today's digital tools, trends, and tactics; weighing the difference between cool/hip and realistic/effective mediums. Students will leave the course with an increased knowledge and hands-on familiarity of the practical applications of digital communications, and how these lead to success.
Mastering communications planning is a building block for success in MPS PR/CC and in your career. Students learn the Georgetown way of step-by-step communications planning. The course focuses on each of the elements in-depth and provides opportunities for practice and ultimately mastery. Each element of the model builds on the next starting with the research to create a situational analysis to learning the difference between a goal and objective and strategies and tactics. Students learn how to identify key publics and to create targeted messaging. Evaluation and creating a budget and timeline are also examined. At the end of the course, students understand the planning model and know how to apply it a range of communications challenges. Students are prepared for their capstone experience and other coursework.
Note: Foundation requirement for PRCC. A minimum grade of "B" is needed to pass.
This one-credit course is designed to give credit for students doing an internship with an organization that requires them to receive credit. The internships should be substantive and have the goal of providing relevant industry experience, portfolio items or other professional work for students to use when looking for jobs.
This course is also meant as a way to help support students who are doing internships. Students are expected to check in every week with the instructor about their experience so that the instructor can give guidance for the internship and for working within a professional organization.
Students must ask for permission to take this course.
Note: Please reach out to your Program Director for approval for this course. You will be manually added to it after filling out the appropriate paperwork. This course does not meet weekly.
Note: Please reach out to your Program Director for approval to be manually added to this course. You will be manually added to it after filling out the appropriate paperwork. This course does not meet weekly.
Rarely have the stakes been higher in covering core issues of national security and diplomacy. At a moment when the American media’s credibility is under attack as never before, and the government attempts to stretch its already far-reaching powers toward legal limits, effective, insightful, and transparent reporting is essential. This class will introduce students to the fundamentals of covering matters of national security, including foreign policy, law enforcement, military issues, and reporting from conflict zones overseas. The class will provide students with an overview of agencies and organizations key to national security and diplomatic coverage, guidelines for beat reporting and sourcing, and a look at issues related to press freedom.
Note: Students must successfully complete MPPR 500/5000 before registering for this course.
Thought leadership and personal branding are two essential, yet often ambiguous ingredients in a career strategy. This course will arm students with the resources to evaluate, improve, and employ personal branding strategies for themselves and for key members of their organizational team. The course will discuss personal branding strategies in both digital and event contexts – including social media platforms, presentations, and networking opportunities.
Note: Students must have completed core/foundation courses MPPR 500 Ethics and MPPR 508 PR Writing to register for this course.
Note: Thought leadership and personal branding are two essential, yet often ambiguous,
ingredients in a career strategy. This course will arm students with the resources to
evaluate, improve, and employ personal branding strategies for themselves and for key
members of their organizational team. The course will discuss personal branding
strategies in both online and IRL contexts – including interpersonal communications,
social media, networking, career planning, and approaches to lifelong learning.
Note: Must have completed MPPR 505 to enroll. Crosslisted with MPJO 891, MPMC 891.
Learning objectives will include:
1. Articulate their personal brand to better align their natural-born talents and values
with their personal and professional goals.
2. Apply impact-driven storytelling strategies to differentiate themselves among
competitive employment environments.
3. Create a personal branding foundation upon which to plan future growth and
This course is designed to give the student the ability to communicate in the Video Age--whether on television or the web. We call it storytelling to emphasize the communication of ideas, rather than simply the technical knowledge of shooting and editing video. Students will begin by learning how shots work together, how to write compelling scripts, and how to use audio for the best effect. Then students will work with professional camera equipment to develop shooting, lighting, and audio skills. The class will also have hands-on instruction in editing techniques using Final Cut Pro. By the end of the course, students should be comfortable in the video storytelling process--from the flash of an idea to the finished product on the screen, in the field, and in the studio.
Note: This course is designed to give the student the ability to communicate in the Video Age--whether on television or the web. We call it storytelling to emphasize the communication of ideas, rather than simply the technical knowledge of shooting and editing video. Students will begin by learning how shots work together, how to write compelling scripts, and how to use audio for the best effect. Then students will work with professional camera equipment to develop shooting, lighting, and audio skills. The class will also have hands-on instruction in editing techniques using Final Cut Pro. By the end of the course, students should be comfortable in the video storytelling process--from the flash of an idea to the finished product on the screen, in the field, and in the studio.
Capstone is the final academic opportunity to assess and apply your strategic communications skills and knowledge. The course focuses on the comprehensive skills you have built throughout your time in MPS PR/CC by evaluating your writing, strategic thinking, creativity, and ethical framework in a real-time context. During your final challenge, you will apply your strategic communications skills to an existing communications challenge identified by a company/organization of your choosing. Working individually, you will respond to a communication problem or opportunity for your client. At the close of the semester, you will be expected to write and present a well-researched, insightful, creative plan that illuminates how your strategic considerations will lead to positive outcomes for your client. Your plan will tell the story of the original research, implementation plan, timelines and budget necessary to meet the client’s communication goal. Although the primary focus for the semester is on creating a comprehensive plan, there will be in-class assignments to review and diagnose your mastery of specific concepts in strategic communications planning and responsible communication. The capstone experience is intended to ensure you have the strategic skills and confidence necessary to be a leader in responsible communication, and provide a unique networking and career-enhancing opportunity. In addition to the minimum, cumulative grade point average of 3.0 required for graduation from the MPS PR/CC program, you must receive a minimum grade of a B in the capstone course to graduate. Students with a 3.0 cumulative GPA, who receive a final grade of a B- or below may receive one opportunity to retake the course, if approved by the associate dean.
Note: Core requirement for MPS degree and a minimum grade of "B" is needed to pass. Must have completed MPPR 500 or 5000- Ethics and MPPR 505 or 5003 – Elements of Communications Planning if you started the program prior to Fall 2017. If you started the program in Fall 2017 or later, you must have completed MPPR 500 or 5000 Ethics, MPPR 505 or 5003 Elements of Communications Planning, MPPR 508 or 5001 PR Writing, and MPPR 502 or 5002 Communications Research.
Public Relations Ethics: Theory, Integrity, and Care for the Whole Person.
In keeping with Georgetown University’s Jesuit values and commitment to justice and the common good, Public Relations Ethics is a core course in the Master’s in Public Relations and Corporate Communications. The MPS program aims to educate and care for the whole person and believes that this process starts with the study of ethics.
Valued public relations professionals are key advisors to their clients, serving as essential partners in creating strategic approaches to long-term success. The ability to anticipate challenges, deliberate between competing concerns, and present a persuasive case for recommended actions will marks a true leader. Public Relations Ethics explores what it means to practice public relations in a way that serves the public and clients, enhances the profession, and demonstrates personal integrity.
This course is required for all MPS students and must be completed by the second semester in the program. Note: Core requirement for the MPS degree. Students must receive a grade of a "B" or better to pass the course.
Note: Core requirement for the PRCC degree. This class requires a "B" grade or better.
Despite Internet-driven mass communications' impact on public relations strategies, a core strength of any successful communications professional is a solid understanding of what is newsworthy, coupled with strong writing skills. This course is designed to help students develop professional writing skills expected of PR practitioners, and covers many forms of public relations writing including press releases, statements, public service announcements, media correspondence, media advisories, newsletter articles, fact sheets, and talking points. Good writing takes practice, hard work, discipline, focus and persistence. Through in-class assignments and homework, students will learn to organize and plan their writing both with and without deadline pressure. Successful students will be able to continue in their PR career or pursue a job in public relations with the assurance that they have had professional exposure to a breadth of writing that will serve them well in their professional lives.
The best ideas are only as good as the research behind them. This statement is top-of-mind for every PR practitioner, and is the key to success for every communications plan. Through this course, students will get in-depth training in executing secondary and primary research and will learn how to obtain actionable insights that can be used to support/guide/inform decision-making within the organization. Beginning with the foundations of audience targeting, as well as hypothesis and research question development, students will learn how to set the stage for meaningful inquiry. Then, students will learn about the different types of primary research and work to uncover key insights that help develop client recommendations. The course will conclude through simulations of real-world research activities, like mock focus groups, Qualtrics surveys, and interviews, as well exploring case studies from today's headlines. By the end of the semester, students will not only be prepared to conduct communications research, but create data-driven solutions that solve today's most pressing communication problems.
Social media is the interaction between individuals to create, share, and exchange information. Platforms are ever-changing, always exciting, and forever in need of strategic practitioners to manage the conversation. Through this course, students will develop the skills necessary to communicate and engage with key publics on social media. The course will begin by exploring the differences between legacy and emerging (new and trendy) social media, and how to determine which to use to best achieve client goals and objectives. Students will then apply their new-found platform fluency to practice developing engaging content, write resonating copy, and monitor for impact. In addition, the course will focus on community management practices, social listening techniques, and social media campaign measurement, helping students prepare for real-time strategy and activation. By the end of the experience, students will have hands-on experience developing social media campaigns and be prepared to integrate effectively into communications planning.