- Understand Public Relations concept (PR)

- Understand and discuss Public Relations concepts and basic techniques

- Recognize the role and importance of PR professionals in organizations

- Identify RP business environment

- Conceptualizing different hypotheses of theorizing PR

- Differentiate concepts as public and stakeholder

- Recognize PR relations with different partners and how they are used in different organizations and sectors

- Differentiate concepts as "identity", "image" and reputation"

- Define a Public Relations Strategy

- Learn written techniques and tools of communication applied to PR