The emergence of the Internet, and later, the rise of social networks have fundamentally changed the way individuals, organizations and companies communicate with their target audiences. New communication channels and instruments have emerged, communication became interactive, and conversations happen publicly. The rules of classic Public Relations still apply but there are many new tools and techniques that are used specifically for digital communication.
This course will introduce students to the basic rules of classic Public Relations as well as to the new tools and techniques of digital PR. Strong practical emphasis of the course will allow students to not only understand theoretical concepts behind Public Relations but also develop practical skills by studying case examples and creating their own digital (campaign) strategy.