BAM 402 Public Relations

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Message from the Academic Vice President:

"On behalf of the faculty and staff of California Coast University, I wish to welcome you. You have made an excellent choice for continuing your education and choosing an educational institution that will help you meet your goals. 
At California Coast University, we created our programs to support the learning of busy professionals seeking to deepen and to broaden their knowledge and skills; and to help our students meet both professional and personal goals.  We look forward to helping you find success on your educational journey!"  
Patricia Insley, Ed.D.,
Academic Vice President
online courses

BAM 402 Public Relations

3 Semester Units

Public relations is the values-driven management of relationships with groups of people that can influence an organization’s success. This course will examine how organizations can ethically and systematically build productive, mutually beneficial relationships with such groups.

Course Objectives

Upon successful completion of this course, students will be able to:

  • Understand the different models of public relations.
  • Describe the history of the practice of public relations.
  • Explain the role of values and ethics in public relations.
  • Understand the key theories that underlie the practice of public relations.
  • Apply the standard processes of the practice of public relations.


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