english for CO PR M2

Sessions could be structured as follows:

1. Session 1 – Introduction and definitions
• Mapping students’ prior conceptions of PR.
• Overview of key definitions and debates.
2. Session 2 – PR as a strategic management function
• Case study: PR in the C‑suite (crisis, merger, social controversy).
• Discussion of management and counselling roles.
3. Session 3 – Publics, stakeholders, and relationships
• Exercise: identifying and segmenting publics for a specific organization.
• Introduction to relationship quality dimensions.
4. Session 4 – Historical evolution and models of PR
• From press agentry to two‑way symmetrical models.
• Group work on identifying models in real‑world examples.
5. Session 5 – Boundaries: PR vs. advertising, marketing, propaganda
• Comparative table and debate.
• Ethical discussion on borderline campaigns.
6. Session 6 – Ethics and professionalization
• Study of professional codes.
• Role‑play: advising management on an ethically sensitive decision.