Public Relations and Promotion Tactics – STCO 357

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 07/28/2020


The purpose of this course is to provide the student with a clear understanding of the practices used in implementing promotional and public relation techniques. In an experiential setting, the student will apply these principles through the utilization of digitally mediated techniques and multiple channels.

Measurable Learning Outcomes

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

  1. Possess a practical working knowledge of the theory and practice of promotional techniques for digital media and marketing communication strategies.
  2. Understand the analyses and processes of communication principles practiced in promotional communications and other new media strategic communications practices used in various channels.
  3. Develop a personal working style and approach that is results- and market-oriented.
  4. Understand the advantages of a Christian worldview in the transactional marketplace.

Course Assignment

Textbook readings and lecture presentations

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in Week 1.

Discussion Board Forums (3)

Discussion boards are collaborative learning experiences. Therefore, the student is required to provide a thread in response to the provided prompt for each forum. The first Discussion Board Forum will be a 2-minute introduction. Each thread must be at least 300 words and demonstrate course-related knowledge. In addition to the thread, the student is required to reply to 2 other classmates’ threads. Each reply must be 150 words.

Client and Audience Analysis

The student will select and work with a local non-profit organization or church to assist in the organization’s public relations efforts. The Client and Audience Analysis project is a 3–4-page research-based paper in current APA format that focuses on the client organization and its target public. The paper must include at least 4 references in addition to the course textbook and the Bible. It also must include a biblical integration component.

Project Summary Paper

The student will write a 2–3-page paper summarizing the Video Testimonial, Crowdsourcing Project, Digital PR Plan, and Digital PR Plan Presentation which will be completed for the selected client organization. The Project Summary Paper must follow current APA format.

Video Testimonial

The student will use a smartphone to shoot, and Adobe Premiere to edit, a 60–70-second video of someone associated with the client organization. It is recommended that the student purchase or borrow a smartphone lavalier mic for quality audio.

Crowdsourcing Project

The student will research and write a proposal for a crowdsourcing project designed to enhance the public relations or promotional efforts of the client organization. The plan must be 3–4 pages and provide a minimum of 3 references in addition to the textbook and Bible.

Digital PR Plan

This project involves proposing a plan that features social media, mobile technology, and the internet to support the public relations efforts of the client organization. The plan must be 3–4 pages and provide 3–4 references in addition to the textbook and Bible. The plan must also include a biblical integration component.

Digital PR Plan Presentation

After completing his/her Digital PR Plan, the student will share it with an audience. The student must create a 10-slide minimum, graphically-appealing PowerPoint presentation that addresses the information included in the Digital PR Plan. Current APA format must be followed for any citations.

Quizzes (7)

Each quiz will cover the Reading & Study material for the module/week in which it is assigned. Each quiz will be open-book/open-notes, contain 5 multiple-choice and true/false questions, and have a 15-minute time limit. The student will have 2 attempts to complete each quiz.

Final Exam

The Final Exam will cover all textbook readings for the course. The exam will be open-book/open-notes, contain 25 multiple-choice and true/false questions, and have a 1-hour time limit.