ECTS - PR and Advertising in New Media

PR and Advertising in New Media (PR241) Course Detail

Course Name Course Code Season Lecture Hours Application Hours Lab Hours Credit ECTS
PR and Advertising in New Media PR241 3 0 0 3 5
Pre-requisite Course(s)
Course Language English
Course Type N/A
Course Level Bachelor’s Degree (First Cycle)
Mode of Delivery Face To Face
Learning and Teaching Strategies Lecture, Demonstration, Discussion, Question and Answer, Drill and Practice, Observation Case Study.
Course Coordinator
Course Lecturer(s)
  • Asst. Prof. Dr. Başak Akar
Course Assistants
Course Objectives The course goal is to provide students with the strategies, tools and techniques for successful media relations in the new media world. The course will also explore media relations as a key tactic in an overall strategic communications program, covering both traditional and new media.
Course Learning Outcomes The students who succeeded in this course;
  • Describe the differences between the traditional rules and new rules of public relations.
  • Design a public relations plan that uses social media to reach the target audience.
  • Assess the comparative effectiveness of specific social media in reaching the targeted. audience
  • Use social media to evaluate public relations communication.
  • Evaluate and design new media public relations campaigns.
Course Content The debates/discussions about the Internet as a commercial business and the nature of its impact on society and culture.

Weekly Subjects and Releated Preparation Studies

Week Subjects Preparation
1 Dimensions of Public Relations: Moving beyond Traditional Public Relations
2 Publics and Public Perception
3 Implications for Online Issues: Management and the Spiral of Silence
4 New Technologies in the Formation of Personal and Public Relations: Social Capital and Social Media
5 The Untamed Blog: Public Relations Asset or Liability?
6 The Wiki Factor: A Study of Reputation Management
7 Digital Public Relations: Online Reputation Management
8 Asingment and Presentations.
9 Assignment and Presentations
10 Relationship Building in an Internet Age
11 The Public Relations Web Site Experience
12 Consumer Empowerment through the Web
13 Saving Disney: Activating Publics through the Internet
14 Hazards, Outrage, and Affected Publics: Crisis Communication in the Internet Age
15 Project Evaluations
16 Project Evaluations


Course Book 1. Duhe, S.C., New Media and Public Relations, Peter Lang Publishing, 2007.

Evaluation System

Requirements Number Percentage of Grade
Attendance/Participation 1 10
Laboratory - -
Application - -
Field Work - -
Special Course Internship - -
Quizzes/Studio Critics - -
Homework Assignments 1 20
Presentation 1 10
Project 1 60
Report - -
Seminar - -
Midterms Exams/Midterms Jury - -
Final Exam/Final Jury - -
Toplam 4 100
Percentage of Semester Work 100
Percentage of Final Work 0
Total 100

Course Category

Core Courses X
Major Area Courses
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

The Relation Between Course Learning Competencies and Program Qualifications

# Program Qualifications / Competencies Level of Contribution
1 2 3 4 5
1 Students obtain fundamental knowledge about the theoretical approaches, concepts, research methods and techniques of public relations, advertising, media, marketing and integrated marketing. X
2 Students obtain interdisciplinary knowledge about political, cultural, economic and social process within local, national and international levels. X
3 Students obtain knowledge about the effective use of digital media intended for public relations, advertising, marketing and integrated marketing. X
4 Students obtain knowledge about the use of new media tools both theoretically and practically. X
5 Students obtain knowledge about the design and development of any public relations and advertising campaign based on the target group and strategic objectives. X
6 Students obtain knowledge about the organizational communications structures. X
7 Students obtain knowledge about various strategies of crisis management. X
8 Students obtain knowledge about required research, planning, methods and techniques within public relations and advertising fields. X
9 Students obtain knowledge about ethical principles and values of public relations and advertising X
10 Students obtain knowledge about legal regulations of both communication law and advertising. X
11 Students learn how to communicate with both local and foreign, academic and non-academic stakeholders in order to conduct PR and advertising researches or practices. X
12 Students learn how to work in teamwork for PR and advertising researches and practices. X
13 Students learn how to prepare and conduct various communicational activities of various organizations. X
14 Students learn how to collect information, analyze and present the findings of PR, advertising, marketing and consumer researches. X
15 Students learn how to plan and conduct media and advertising campaigns. X
16 Students learn how to use digital communication tools effectively and design a product. X
17 Students have the capacity of using theoretical background and conducting methodologies in order to gather information, analyze and interpret within PR and advertising fields. X
18 Students have the capacity of understanding the social-cultural context of PR and advertising practices for the related organizations. X
19 Students have the capacity of following the latest developments at national and global levels. X
20 Students have the capacity of taking the responsibilities for the possible problems in any PR program or campaign and develop creative solutions. X
21 Students have the capacity of using various applications and technological tools to conduct PR and advertising programs and advertising campaigns. X
22 Students have the capacity of exercising the ethical codes based on national and international professional standards in PR and advertising activities. X
23 Students have the capacity of forming and practicing brand management strategies. X
24 Students have the capacity of dealing with the possible risks in organizations. X

ECTS/Workload Table

Activities Number Duration (Hours) Total Workload
Course Hours (Including Exam Week: 16 x Total Hours) 16 3 48
Special Course Internship
Field Work
Study Hours Out of Class 14 1 14
Presentation/Seminar Prepration
Homework Assignments 2 15 30
Quizzes/Studio Critics
Prepration of Midterm Exams/Midterm Jury 1 15 15
Prepration of Final Exams/Final Jury 1 15 15
Total Workload 122