This course aims to introduce students to the principles of agricultural public relations and how these can be applied in establishing and maintaining mutual working relationships and in solving public relations problems in agricultural organisations. It covers concepts of public relations and its role in agriculture; principles of agricultural public relations; agricultural public relations challenges and opportunities; current public relations situations for an agricultural organization; media relations; corporate communications, writing for public relations, role of research in agricultural public relations, agricultural organization’s public relations needs; objectives, strategies, tactics, evaluation and execution of agricultural public relations; public relations and agricultural communication plans; agricultural public relations policy; ethics and moral concerns in agricultural public relations; agricultural public relations in crisis situations; management of a agricultural public relations agency/unit; emerging trends in agricultural public relations.
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