Marketing and Public Relations
Public Affairs: Public Opinion & Issues Management
This course will focus on issues management as a way to proactively participate in the meaningful creation of public policy that affects the organization. A three - part process forms the framework for the course: identifying and understanding public opinion; targeting specific publics; and understanding the sociological and communications principles that govern public opinion (for example, 'The Laws of Public Opinion' developed by social psychologist Hadley Cantril). Students learn how to stay ahead of business and organizational issues so that senior management will see communications as having high value. Research and writing assignments include preparing testimony to be given before government fact - finding commissions. The course focuses on the United States but includes Europe as well.