XBPR 10104 - Communication Research, Evaluation and Analytics
1033818
Professional and Continuing Studies
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Course description
Learn about the methods, tools and techniques used to evaluate and measure the impact of public relations programs on achieving business and organizational goals. You will examine the application of analytics and the use of big data and artificial intelligence for public relations, as well as critical thinking for measurement and evaluation.Learner outcomes
Upon completion of this course, students will be able to
- describe techniques and methods for evaluating public relations and communication management.
- identify research terms, the role of research, and how research applies to public relations and communication management.
- distinguish between the different types of research and measurement methodologies used to evaluate public relations.
- review the internationally adopted Barcelona Declaration of Research Principles and measures of the efficacy of PR campaigns.
- describe how evaluation and analytics are used to assess public relations results.
- apply AMEC's Integrated Evaluation Framework to public relations and communication management.
- explore the web and social media analytics for evaluation and measurement of public relations and communication management, including software tools and applications.
- explore organizational listening.
- consider possible impacts of Big Data and Artificial Intelligence on public relations.
- explore critical thinking for measurement and evaluation.
Applies towards:
- Public Relations and Communications Management Extension Certificate : Required courses
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Thank you for your interest in our programming. There are no sections of this course currently scheduled; however, we update our schedules regularly.
- New spring and summer schedules can be viewed starting the first Monday in March.
- New winter schedules can be viewed starting the first Monday in November.
- New fall schedules can be viewed starting the first Monday in June.
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