Designing PR Projects

Instructor:Tatiana Mikhaylenko
Updated:3 February, 2016

Course Summary

The course aims to develop knowledge and skills vital for professional success in public relations. Students will grasp the role of the comprehensive approach to PR activity; develop project thinking; understand key principles of project management in public relations; learn to design complex PR projects, from research and planning to completion and efficiency evaluation; understand modern tools for implementing PR projects and contemporary requirements. The course includes case studies of effective PR projects.

Course Format

Hours of lectureHours of discussionHours of independent studyTotal numbers of hours

Please note that the time spent on independent study exceeds hours of lecture and discussion.

Course Content

The course will cover the following topics:

The course will cover the following topics:

  1. The Role of the Project Approach in Public Relations.
  2. A Comprehensive Approach to Designing PR Projects:
    • Types of PR projects
    • Aims and objectives of PR projects
  3. Methods of Project Management, Requirements to an Effective Project:
    • Key management techniques in public relations
    • PMI, Agile, etc
    • International best practices
  4. Techniques of Designing PR Projects:
    • RACE and SOSTAC systems
    • correlation between forecasts and results
  5. The First Stage of a PR Project:
    • Communication audit
    • Types of research, their correlation with project aims
  6. The Second Stage of a PR Project:
    • Planning and elaborating a project strategy
    • Key elements of a project strategy
  7. The Third Stage of a PR Project:
    • Project implementation
    • Tools of a PR professional
    • Key trends and changes in contemporary practices
  8. The Fourth Stage of a PR Project:
    • efficiency evaluation and measuring results against objectives
  9. Peculiarities of PR project implementation in various spheres.

Reading List

Required reading:

  1. Anne Gregory (2015). Planning and Managing Public Relations Campaigns: A Strategic Approach (PR in Practice). 4th edition. Kogan Page Ltd.

Recommended reading:

  1. Lawrence Ang (2014). Principles of Integrated Marketing Communications. Cambridge University Press.
  2. Gemma Puglisi (2011). Public Relations Campaigns and Portfolio Building. Pearson.
    1. Black (2013). The Practice of Public Relations. Routledge.
    1. Kutsenko, E. Lashkova (2014). Organisatsya i provedenie kommunikatsionnykh kampaniy. Academia (in Russian).
    1. Gundarin, E. Gundarina (2013). Reklamnye i PR-kampannii. Fenix (in Russian).
    1. Vasilenko (2002). PR krupnykh rossijskikh korporatsiy. Higher School of Economics (in Russian).
    1. Busin, T. Busina (2010). Mediaplanirovanie. Teoriya i praktika. Unity-Dana (in Russian).
    1. Chumikov, M. Bocharov (2010). Svyazi s obschestvennostju: teoriya i praktika. Delo ANKH (in Russian)
  3. International Journal of Project Management. Elsevier.
  4. Public Relations Review. Elsevier.

Online resources:


Homework Assignments

Homework will be assigned weekly. You will be expected to study the books from the reading list and to analyze various cases. Throughout the course, you will develop your own project, from research to efficiency evaluation. After each stage of your project work, you will present results at a seminar.


It is a graded course of study. You should complete all the assignments and take an exam.