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JTC 350 - Public Relations

  • 3 credits
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How do you move beyond ‘spinning’ a story, toward strategically sending the right message, to the right audience, at the right time? In this course, you will explore the basic techniques public relations practitioners use to help shape the way an organization is perceived.  


This course is designed to help you:


  • Understand the nature of public relations, and how it relates to similar disciplines
  • Learn behavioral foundations for effective communications between an organization and its publics
  • Demonstrate the process of organizing a public relations/communications program/campaign
  • Understand basic techniques used in public relations
  • Demonstrate an understanding of professional ethical principles and work ethically in pursuit of common public relations principles: truth, accuracy, fairness, and diversity


Textbooks and Materials

Section 801


  • Public Relations Strategies and Tactics, 11th Ed.
    Dennis L. Wilcox, Glen T. Cameron and Bryan H. Reber
    ISBN: 0205960642

Textbooks and materials can be purchased at the CSU Bookstore unless otherwise indicated.


Zachary McFarlane

Zachary McFarlane has been in the marketing and communications field for over two decades; this has spanned newspapers, advertising agencies, non-profits, and higher education communications. With a deep belief in the power of clear and concise communications, Zachary teaches students how to successfully plan and launch communications plans that break through the noise, creating meaning and deepening relationships between organizations and stakeholders.  


Zachary works full-time as the Chief Marketing and Communication Officer, and Public Information Officer, for the Aims Community College system in northern Colorado. He is able to bring real-world examples of communications problems students will actually encounter in their careers directly into his course materials.


Zachary’s academic journey began at Front Range Community College, where he earned an associate’s degree after serving eight years in the United States Coast Guard. He then earned his bachelor’s in journalism from the University of Northern Colorado, as well as his master’s in public communication and technology from CSU.


Zachary currently resides in northern Colorado with his wife, three boys, and their Bernedoodle.