Public Relations in Public and Private Institutions

Course Main Objective

The course aims to identify nature of public relations and its origin and development; skills required for public relations management position and connect between size, tasks and aims of department of public relations in the public institutions and public relations in the private institutions.

Course Learning Outcomes

• 1. Knowledge and Comprehension
•    1.1 Identify position of department of public relations within the organizational chart and the basic concepts related to its type of work in the public and private sectors.
• 2. Skills 
•    2.1 Develop a comprehensive conception of establishing a department for public relations in both sectors.
•    2.2 Employ communication technology in department of public relations activity.
• 3. Values 
•    3.1 Participate as a teamwork in developing a comprehensive conception to assess department of public relations in both sectors.

Course Content

• The concept, functions and fundamentals of scientific management for public and private institutions.
• Strategic planning and decision-making in public and private institutions.
• The administrative theories that set forth management activity in the institution.
• Models of public relations practice.
• Size of department of public relations in public institutions and sections thereof- responsibilities and goals of public relations in public sector.
• Size of department of public relations in private companies and sections thereof- responsibilities and goals of public relations in private sector.
• Digital public relations- public relations information systems
• Public relations and identifying stakeholder audience for public and private institutions
• Censorship: its concept, methods, and domains in public relations activity.
• Applied models from public relations in private institutions and public sector.

Textbook (s) 

- Muhammad, Saheb. S. Management of Media Institutions. Amman, Dar Al-Massera, 2011.
- Hassan, Niyazi. (2015). Scientific Basics of Advertising and Public Relations. Al-Mutanabi Bookstore.
- Mahmoud, Youssef. (2008). Public Relations Management and Planning. Al-Dar Al-Arabiya, Cairo.
- Ali, Agwa. (2008). The Scientific Basics of Public Relations. Alam Al-Kotob.
- Philip, Henslow. (2008). The Art of Public Relations. Cairo, Dar Al-Farouk.

Course ID: PRAD 405