Course Description

Public Relations or “PR” is more than just a profession. PR is a value-added capability that enables companies and organizations to maintain communication and relationships with internal and external stakeholders to achieve strategic goals. Today’s PR professional is many things — strategist, advisor, communicator, administrator, writer, visual producer, leader — responsible for delivering information and value to a variety of stakeholders.

PR practitioners come from different backgrounds such as business, marketing, the media, journalism, government, academia, non-profit, and more. Many companies and organizations around the world rely on PR to maintain their voice and visual presence, and respond to, inform, educate, raise awareness, and influence stakeholders. In this course, students will learn about theory (strategy) and execution (tactics) of PR; how and why PR is used by companies and organizations; and how PR influences the decisions and actions of stakeholders — the ultimate goals and results of PR.

Learner Outcomes

  • Understand the fundamentals, strategies, and tactics of PR.
  • Learn the various practice areas of PR.
  • Know internal and external stakeholders.
  • Know internal and external communications.
  • Learn how to develop a communication plan.
  • Learn how to engage with the media.
  • Develop basic public speaking and writing skills.
  • Learn basic business acumen.

Applies Towards the Following Certificates

Enroll Now - Select a section to enroll in
10:00AM to 1:00PM
Apr 06, 2024 to Jun 15, 2024
Web-based Instruction
Schedule and Location
Contact Hours
  • Web-based Instruction
Delivery Options
Course Fee(s)
Course Fee credit (4 units) $685.00
Available for Credit
4 units
Section Notes

Steps to Enroll

How to Access Your Online Course on Canvas

Late Registrations Notice: 

Self-enrollment will be available until 11:59 PM PT of the second business day after the 1st class session (i.e. If the first class starts on Thursday, self-enrollment is open until the following Monday at 11:59 pm).  If you wish to enroll after that time, please contact PaCE Support at help@professional.ucsb.edu

Required Textbook(s):
Students are required to purchase the textbook(s) assigned by the instructor. The instructor will provide details to the class before the course start date.

No refunds after 04/14/24
A minimum $40 non-refundable administrative fee per course is charged for all drops. See the full Drop Policy here.