Formerly "Public and Analyst Relations."
In today's rapidly evolving media landscape, building credibility and trust requires both traditional communication skills and the ability to use AI-powered technologies. This course explores how public relations, media outreach, and campaign communications are adapting to the integration of AI. Students will learn how PR and media professionals use AI to create targeted media lists, draft press releases, personalize pitches, analyze media coverage, and monitor brand reputation. The course also covers AI's role in campaign planning, message development, and reporting, along with its increasing importance in crisis communication and fighting misinformation.
| Date | Start Time | End Time | Meeting Type | Location |
|---|---|---|---|---|
| Thu, 01-08-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Thu, 01-15-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Thu, 01-22-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Thu, 01-29-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Thu, 02-05-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Thu, 02-12-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
This class meets simultaneously in a classroom and remotely via Zoom. Students are expected to attend and participate in the course, either in-person or remotely, during the days and times that are specified on the course schedule. Students attending remotely are also strongly encouraged to have their cameras on to get the most out of the remote learning experience. Students attending the class in-person are expected to bring a laptop to each class meeting.
To see all meeting dates, click "Full Schedule" below.
You will be granted access in Canvas to your course site and course materials approximately 24 hours prior to the published start date of the course.
Students attending the class in-person are expected to bring a laptop / tablet to each class meeting.
Required Tools & Materials: Charlotte's Web, E.B. White, 1952. You may purchase or get a copy from any public library. Edition does not matter.
Mastering Public Relations, The Saylor Foundation (download from CANVAS)
Public Relations Book by Ashley Wirthlin (download from CANVAS)
You will need access to a computer with a word processor and slide presentation application. I prefer Microsoft WORD and PowerPoint. You are welcome to use Google DOCS and SLIDES or Apple PAGES or KEYNOTE, but if you do, please submit a PDF, as I do not have those programs.
Recommended Tools & Materials: Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World, Fraser P. Seitel and John Doorley, St. Martin's Griffin, 2013, 978-1137278708.
Public Relations Writing: The Essentials of Style and Format, Thomas Bivins, McGraw Hill, 2013, 978-0073526232.
The Associated Press Stylebook, Darrell Christian, Paula Froke, Sally Jacobsen, David Minthorn, AP International, 2014, ISBN: 978-0-917360-71-8.
New Rules of PR and Marketing: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly, David Meerman Scott, John Wiley & Sons, Inc., 2013, 978-1119070481.
Public Relations Strategies and Tactics, Dennis L. Wilcox & Glen T. Cameron, Pearson, 2014, 978-0205960644
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