Advanced PR Campaign Execution

This capstone unit focuses on executing, measuring, and sustaining integrated public relations campaigns, including event staging, media relations, influencer activation, and crisis response. Students synthesize prior skills to plan and run real-world PR activities, assess outcomes with metrics, and apply ethical and legal considerations in stakeholder communications.

Learning Objectives

• Analyze campaign results using quantitative and qualitative metrics (media impressions, inquiries, sales, event attendance, survey data, and social buzz) to produce a concise post-campaign evaluation report
• Apply crisis communication protocols and message-framing techniques in simulated emergency scenarios to demonstrate timely, consistent, and ethical responses that protect brand reputation
• Demonstrate professional media-relations and pitching skills through development and delivery of targeted pitches, mock interviews, and follow-up media outreach that secure earned placements
• Evaluate ethical, legal, and strategic distinctions between advertising, editorial, and influencer activities and recommend compliant tactics that maximize long-term stakeholder trust