Advanced Public Relations and Special Events

I.     Course Prefix/Number: MKT 244

       Course Name: Advanced Public Relations and Special Events

       Credits: 3 (3 lecture; 0 lab)

II.    Prerequisite

MKT 240

III.   Course (Catalog) Description

Course presents advanced perspectives of Public Relations. Content includes applying techniques learned in Public Relations I; combining marketing fundamentals with PR principles to acquire sponsorship, organize and promote a special event, use the Internet, and handle crisis communication. Focus is on the expanded role of today’s PR professional, including various components of integrated marketing.

IV.   Learning Objectives

Students will be able to:

  1. Define and understand the different methods utilized in Social Media. 
  2. Research, monitor and utilize new technologies in PR
  3. Review PR case studies in Business to Business, Business to Consumer and Not for Profit organizations
  4. Online Newsrooms and Press Kits
  5. Develop Social Media Campaigns and Networks
  6. Design special events using branding, sponsorship and publicity
  7. Create and evaluate PR plans and strategies as part of a marketing plan

V.    Academic Integrity and Student Conduct

Students and employees at Oakton Community College are required to demonstrate academic integrity and follow Oakton's Code of Academic Conduct. This code prohibits:

• cheating,
• plagiarism (turning in work not written by you, or lacking proper citation),
• falsification and fabrication (lying or distorting the truth),
• helping others to cheat,
• unauthorized changes on official documents,
• pretending to be someone else or having someone else pretend to be you,
• making or accepting bribes, special favors, or threats, and
• any other behavior that violates academic integrity.

There are serious consequences to violations of the academic integrity policy. Oakton's policies and procedures provide students a fair hearing if a complaint is made against you. If you are found to have violated the policy, the minimum penalty is failure on the assignment and, a disciplinary record will be established and kept on file in the office of the Vice President for Student Affairs for a period of 3 years.

Please review the Code of Academic Conduct and the Code of Student Conduct, both located online at

VI.   Sequence of Topics

  1. Comparing Traditional and PR 2.0 Campaigns and Case Studies
  2. Creativity in PR
  3. Writing for Social Media
  4. Blogging, E-Newsletter, Social Media Release, Video News Releases
  5. Explore Social Networks for PR and Marketing in Business to Business, Business to Consumer and Not Profit
  6. Developing Social Media Plan and Online Newsroom
  7. Creating a media list and calendar utilizing online methods    
  8. Reaching and pitching the media
  9. Webcasts and Media Conferences
  10. Special event  - marketing and public relations
  11. Creating sponsorship plans
  12. Creating 2.0 PR Plans
  13. Integrating PR into Marketing Plan

VII.  Methods of Instruction

Lecture, guest speakers, small group discussion and possible outside assignments.
Course may be taught as face-to-face, hybrid or online course.

VIII. Course Practices Required

Reading assigned text and outside material
Writing:  students will be responsible for releases and social media content Students will also be responsible for drafting a Community Relations Plan/Emergency Plan.  Actively participate in the developed and production of the Business Newsletter.
Students will be asked to organize and plan an event
Oral Presentations:  students will present their projects in an oral presentation
Computer Use:  Working on the Internet

IX.   Instructional Materials

Note: Current textbook information for each course and section is available on Oakton's Schedule of Classes.

Can We Do That.  Peter Shankman.  John Wiley & Sons,.
The New PR Tool Kit.  Deirdre Breakenridge.  Prentice Hall,
Putting the Public Back in Public Relations.  Brian Solis and Deirdre Breakenridge

X.    Methods of Evaluating Student Progress

10% Participation
20% Social Media Releases and Pitch Letters
20% Blog, E-Newsletter, or VNR   
20% Social Media PR 2.0 Plan
20%  Special Event Sponsor Plan

XI.   Other Course Information

Use of Computers and Information Technology:
When you apply at Oakton as a credit student, you are automatically assigned a computer network account and email address.  While you are registered for classes and any financial obligations to the College are fulfilled, you may use this account to log into workstations in any of the open or classroom computer labs.  Your account gives you access to the wide variety of application programs available on Oakton's Network and on-campus access to the Internet. 

Rules for computer use are posted in computer labs as well as available in writing in each of the labs. Lab assistants and tutors are available to assist you in the lab regarding software and hardware questions.

Users of the College’s information technology facilities and resources, including hardware, software, networks, and computer accounts, are expected to use computer resources responsibly and appropriately, respecting the rights of other information technology users and respecting all contractual and license agreements.

Under no circumstances is any of the software used at Oakton to be copied. Copying software is in violation of Federal law and College policies. Suspected violations will be vigorously investigated and, if warranted, appropriate penalties applied. Specifically, you do not have the right (1) to make copies of software for yourself or others, (2) to receive and use unauthorized copies of software, or (3) copy all or parts of a program written by someone else.

College Policy on the Observance of Religious Holidays:
Oakton Community College recognizes the broad diversity of religious beliefs of its constituencies. The College has embraced a practice of shared responsibility in the event a religious observance interferes with class work or assignments. Students who inform instructors well in advance of an intended absence for a major religious observance will not be penalized. The instructor will make reasonable accommodations for students, which may include providing a make up test, altering assignment dates, permitting a student to attend another section of the same course for a class period or similar remedies. Instructors are not responsible for teaching material again.

If you have a documented learning, psychological, or physical disability you may be entitled to reasonable academic accommodations or services. To request accommodations or services, contact the Access and Disability Resource Center at the Des Plaines or Skokie campus. All students are expected to fulfill essential course requirements. The College will not waive any essential skill or requirement of a course or degree program.

Oakton Community College is committed to maintaining a campus environment emphasizing the dignity and worth of all members of the community, and complies with all federal and state Title IX requirements.

Resources and support for
  • pregnancy-related and parenting accommodations; and
  • victims of sexual misconduct
can be found at

Resources and support for LGBTQ+ students can be found at

Electronic video and/or audio recording is not permitted during class unless the student obtains written permission from the instructor. In cases where recordings are allowed, such content is restricted to personal use only. Any distribution of such recordings is strictly prohibited. Personal use is defined as use by an individual student for the purpose of studying or completing course assignments.

For students who have been approved for audio and/or video recording of lectures and other classroom activities as a reasonable accommodation by Oakton’s Access Disabilities Resource Center (ADRC), applicable federal law requires instructors to permit those recordings. Such recordings are also limited to personal use. Any distribution of such recordings is strictly prohibited.

Violation of this policy will result in disciplinary action through the Code of Student Conduct.