1) Analyze and apply key concepts and theories of public relations to real-world business challenges.

2) Demonstrate how public relations enhance the relationships between an organization or an individual and their audiences.

3) Differentiate strategy from tactics, articulate feasible alternatives, and translate chosen strategy into pragmatic outcomes.

4) Distinguish between the communication constructs of the journalistic editorial system and the managed, controlled content provided by bloggers and

opinion leaders.

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