https://studiegids.vu.nl/en/courses/2025-2026/S_PRUpon completion of this course, the student is able to:understand, describe and explain theories, strategies and effects of Public Relations in old and new media environments and in areas such as crisis communication, corporate social responsibility and internal communication;develop and evaluate strategies for online communicationtranslate these strategies into a PR plan for a practical case;critically reflect on this linkage between theory in the field of Public Relations and an elaborated practical case.After a brief introduction to the field of Public Relations, forms and effects of communication between organizations, news media and audiences in the field of new media are discussed. Also discussed are concrete strategies and tools of Public Relations (issue, stakeholder and reputation management, responses to consumer behavior and media relations). Finally, specific applications of online Public Relations such as crisis communication, corporate social responsibility and internal communication are discussed.Lectures: Attendance is not required but is recommended. Working Groups: Attendance is mandatory. Absence from multiple workgroup meetings will result in exclusion from the course for the current academic year.Student assessment will be based on the grade for a written examination and a group assignmentElectronic reader with scientific articles (will be announced on Canvas). All materials covered in the lectures are examination material.Master's students in Communication Studies, majoring in Marketing and Corporate Communication.The language of instruction for this course is “bilingual”, which means that the lectures are held in English but the working groups are offered separately in English or Dutch. If you are following the English-language program, please sign up (if registration is possible) for the English-language working groups.