Online Master's in Public Relations & Corporate Communications
Online Course Schedule for Fall 2024

Content Strategy

In response to changing consumer expectations, marketing has become less about paid advertising and more about providing value-added content to attract and retain customers. It is no longer acceptable to speak at customers; rather, they expect to be engaged in conversation around topics that they are interested in. Moreover, the addition of new web-based and social channels has created demand for large amounts of new content. Students in this course will work with clients to develop content tailored to a specific target audience. They will learn how to create a cross-channel content plan and build a portfolio of content samples for web stories, social media, email newsletters, and other channels.

Note: Students must successfully complete MPPR 5000/500, MPPR 502/5002, MPPR 508/5001, and MPPR 505/5003 before registering for this course.

Business Communications

Successful communication skills have become a critical management tool to thrive and survive in today's increasingly complex and fast-moving business climate. This hands-on, practical course teaches students to analyze, develop, and effectively communicate via all forms of business writing, presenting, visual storytelling, leadership, client management, and negotiating. This course covers the challenges of communicating across global organizations as well as the role that listening and emotional intelligence play in creating effective communication strategies.

Corporate Communications

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.

Note: Students must successfully complete Ethics MPPR 500/5000 and PR Writing MPPR 508/5001 before registering for this course.

Crisis Communications

“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.

Note: Students must successfully complete PR Ethics MPPR 5000 and PR Writing MPPR 5001 before taking this course.

Digital Comm Strategy

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.

Note: Students must successfully complete Research MPPR 5002 and Elements of Comm Planning MPPR 5003 before taking this course.

Elements of Comm Planning

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 course requirement for the PRCC program. Students must successfully complete MPPR 502/5002 and MPPR 508/5001 before registering for this course.

In Search of the Big Idea

Marketing for Entrepreneurs

Increasingly, entrepreneurship is a growth engine for the global economy – marketing is a crucial element that defines the success or failure of a fledgling business. This highly interactive class will explore business structures including how to define, identify and quantify opportunities and target markets. It will also cover key branding and marketing strategies necessary to launch, grow and maintain a small business. Bring your business ideas and be ready to learn how to market those visions into reality.

Note: This course is cross-listed with MPMC 6020-01.

Media Relations

Effective media and influencer relations are key to relationship building in today's communications landscape. By intimately understanding the news cycle - and the stakeholders within it - a practitioner has the opportunity to educate the public and elevate their client's mission and message. In this course, students will become familiar with multimedia sources and evaluate their impact on public opinion. Further, students will acquire a sophisticated understanding of how information becomes news and break through the clutter to get their clients noticed. Additionally, students will develop techniques that yield success in writing and pitching, including research on beats/segments, headline/subject line writing, newsjacking, social media engagement, and best practices for follow up. Learning Outcomes Across Both Courses: · Analyze the current media landscape for headlines, sentiments, and opportunities to engage. · Demonstrate how to maximize positive coverage or change public opinion. · Apply principles of relationship building to engage with journalists, producers, and influencers. · Develop pitches for multimedia outlets that have the potential to create news. · Create a media relations portfolio of writing samples for resume building and career opportunities.

Note: Students must successfully complete PR Ethics MPPR 5000 and PR Writing MPPR 5001 before taking this course.

Personal Branding

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: Students must successfully complete MPPR 500/5000 and MPPR 508/5001 before registering for this course.

PR & Corp Comm Capstone

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. Cannot be taken concurrently with any other required course. Must be taken in the student's final semester as they finish all coursework.

PR Ethics: Integrity and Care

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: Students must earn a "B" or better in this course to meet degree requirements.

Public Affairs

Public affairs. Political campaigns. Issue campaigns. What do they mean and why should I understand them? Why is public affairs becoming a multi-billion dollar business? Public affairs issue campaigns are designed to influence legislation, regulation, and policy at the national, state, and local levels. Borrowing tactics honed in political elections, these issue campaigns are reshaping policy in America and attitudes across the country. Upon completion of this course, you will know how to plan and manage successful public policy campaigns, frame debates, develop messages, and implement strategies.

Note: Students must successfully complete Elements MPPR 5003 before taking this class.

Public Relations Writing

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.

Research Methods for PR

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.