Undergrad prereqs: CM215 and CM321; Graduate prereqs: CM701 and CM722. This course is designed as a public relations elective that focuses on learning how to evaluate public relations efforts effectively and accurately. Students will explore the complexities and variables involved in communication and understand key concepts and performance indicators that demonstrate strategic communication efforts in public relations practice. Through real-world cases, students will assess whether key metrics, such as media coverage, impressions, and engagement, are adequate and accurate for evaluating communication programs for various stakeholders on a global scale. Additionally, students can improve critical thinking and social science research skills by participating in discussions, writing, and using innovative analytical tools like social media analytics and AI-driven tools in hands-on individual assignments. By the end of this course, students will create a comprehensive report recommending more precise and effective metrics for evaluating communication efforts within the continuously evolving landscape of media environments.

Note that this information may change at any time. Please visit the MyBU Student Portal for the most up-to-date course information.