The Bachelor of Public Relations Program aims to equip students with a comprehensive understanding of public relations and corporate communication, including its principles, foundations, and strategies. The program covers public relations management methods and approaches and the requirements for building connections with an organization's audience. It also focuses on organizing internal and external communication processes and practical public relations applications in the digital environment amid rapid technological advancements.

Vision

The Bachelor of Public Relations Program aims to provide students with the fundamental knowledge and skills needed to work in public relations departments and carry out all professional tasks and activities.

Mission

The program equips students with fundamental knowledge and high-level skills in the field of public relations, as well as expertise in managing public relations and building exceptional relationships with the organization’s audience.

Program Objectives

• Provide students with theoretical knowledge and practical skills in the field of public relations and its fundamentals.
• Prepare students to manage public relations and carry out various activities.
• Provide students with the skills to write, design, and produce media production for public relations.
• Prepare students to use new technology tools and applications in the field of public relations.
• Train students in the skills of planning, preparing, and organizing public relations campaigns, as well as special events and activities.
• Provide students with the necessary skills to conduct research studies in the field of public relations and public opinion.

Program Learning Outcomes

• Know the concepts of communication and media sciences, theories, ethical considerations, and legal frameworks.
• Explain the fundamentals of scientific research in communication and media fields, including the steps for constructing and implementing research.
• Analyze emerging communication and media phenomena and issues.
• Explain the role of public relations in crisis and risk management facing institutions.
• Create media content for public relations according to professional and ethical standards.
• Practice the functions and activities of public relations in various fields.

Skills Acquired

• Professional writing for public relations.
• Managing public relations, planning and organizing events.
• Using Media production software and applications in public relations.
• Designing, planning, and implementing public relations campaigns.
• Using new technology and digital platforms in public relations.
• Communication and public speaking skills.
• Conducting market research in public relations and measuring public opinion.

Career Opportunities

• Public Relations and Media Executive.
• Official Spokesperson.
• Government Relations Executive.
• Protocol and Etiquette Executive.
• Public Relations Media Production Designer.
• Social Media Platform Executive.
• Events and Media Campaigns Executive.

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Director of Communication and Media Program

College of Communication and Media
Al Ain University

P.O.Box: 64141
Al Ain - UAE

Phone No: +971 3 7024888
Fax No: +971 3 7024777

E-mail(Al Ain): Communication@aau.ac.ae