Public Relations and Advertising in Modern MEDIA

Course Main Objective

The course aims to learn about the concept and tools of virtual public relations and electronic advertising as well as their planning and management.

Course Learning Outcomes

• 1. Knowledge and Comprehension
•    1.1 Define the concept and tools of the virtual public relations and electronic advertising.
• 2. Skills 
•    2.1 Analyze the factors which led to the emergence of online advertising.
•    2.2 Use IT in content management of the virtual public relations.
• 3. Values 
•    3.1 Practice design of the electronic advertising within a teamwork.
•   3.2 Design the electronic advertising based upon adherence to the professional and media code of ethics.

Course Content

• The concept of virtual public relations
• the importance of virtual public relations
• Tools of the virtual public relations
• Relations with the public on the web
• Projects to build virtual public relations
• Planning virtual public relations
• Providing the media content within virtual environment
• Management of the media content on websites
• the concept and definition of electronic advertising.
• Elements of the electronic advertising
• Functions of the electronic advertising
• Advantages and disadvantages of online advertising
• Types of electronic advertising
• The factors which led to emergence of online advertising
• Advantages of mass media as advertising media
• Practical application to the electronic design and production of advertising.

Textbook (s) 

• Primary Sources

- David, Philips. (2006). Online Public Relations. Cairo: Dar Al-Farouk, 2nd ed.
- Marwa, Shibl. E. (2010). Technology of Online Advertising. Arab Media House, 1st ed.
- Dashn, Muhammad. Al. (2017). Public Relations in the New Media. Al-Mutanabi Bookstore.
- Mona, Al-Hadidi. (2012). Advertising: Basics, Methods, and Arts. Al-Dar Al-Masriah Al-Lubnaniah.
- Muhammad, Gawdat. N. (2008). Propaganda, Advertising and Public Relations. Amman: Majdalawi Books.

• Proposed Sources:

- Mahmoud, Alam Al-Deen. (2005). Information and Communication Technology and Future of Journalism Industry. Dar Al-Sehab, Cairo, Egypt.
- Al-Sayed, Bekhit. (2004). The Internet As A New Mode of Communication: The Media, Journalistc, Educational and Legal Aspects. UAE: Dar Al-Kitab, Al-Ain.

Course ID: PRAD 307