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JTC 550 - Public Relations

  • 3 credits
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How do you strategically send the right message, to the right audience, at the right time to help shape the way your organization is perceived? And then, how do you do this in times of crisis, when your organization is really counting on you to get it right? In this course, you will develop comprehensive communications plans that you will be able to take directly into the field.  


This course is designed to help you:


  • Recognize the role of public relations across a wide range of fields, including government, corporate, and not-for-profit organizations
  • Determine organizational goals and communications objectives
  • Identify key audience segments that aid in creating highly targeted communications campaigns, and select custom communications channels for designated audience segments
  • Create consumer-centric communications that connect with identified audience segments
  • Distinguish critical factors in both issues management and crisis communications campaigns


Textbooks and Materials

Please check the CSU Bookstore for textbook information.  Textbook listings are available at the CSU Bookstore about 3 weeks prior to the start of the term.


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.