Speciality Requirements Student must complete 27 credit hours

Course Code	Course Name	Credit Hours	Prerequests
457501	Research Methods for Public Relation	3
This course aims to provide students with a comprehensive understanding of scientific research in the field of public relations. It covers the essential components of academic research, starting with how to formulate a clear and specific research title, identify a research problem, and articulate a well-defined research gap that distinguishes the study from existing literature. Students will learn how to write a hierarchical research introduction?from general context to specific focus?and understand the importance of prior studies in shaping the theoretical framework. Emphasis is placed on writing logical connections (logic flow) between previous studies and the study variables. The course also includes training in reviewing and organizing prior studies from most recent to oldest, understanding both quantitative and qualitative methodologies, and choosing the appropriate approach based on research context. Students will explore target populations, sampling strategies, and the rationale for selecting suitable samples. Furthermore, the course introduces major theories from public relations, communication, and sociology and trains students to integrate and test these theories within their own research. Additional topics include formulating hypotheses, understanding their types, and analyzing results to support or reject them. Students will also gain hands-on experience with SPSS for questionnaire data analysis and result interpretation. Finally, the course provides training in academic writing skills such as paraphrasing to reduce plagiarism and mastering various citation styles, both manual and electronic.
457502	Social Media in Public Relation	3
This course trains students to adopt tactical communication strategies, enabling them to influence others' opinions and behaviors and to develop effective engagement channels with modern, high-impact audiences. Public relations practitioners have long relied on building relationships with journalists; however, this course shifts focus to utilizing social media platforms for promoting products, services, and institutional messages. Students will explore how to develop and implement marketing campaigns using platforms such as Facebook, Twitter, Pinterest, and LinkedIn, along with an introduction to social media policies and digital marketing tools. The course also emphasizes critical thinking in navigating the digital media landscape?traditional media, social media, and digital media?by comparing their features, interactivity, and influence potential. Students will learn to design integrated marketing strategies, evaluate the effectiveness of digital communication, and analyze audience data. The course includes hands-on projects where students select a social media page and conduct a content analysis or administer a questionnaire to measure audience impact. They will analyze quantitative and qualitative data, linking their findings to theories from public relations, media studies, sociology, and political communication.
457503	Public Relation:Theory and Models	3
This course aims to expand students? theoretical knowledge and practical skills by integrating foundational principles from public relations, communication, media studies, and related social sciences, including sociology, political science, and management. Emphasis is placed on exploring both classical and contemporary communication and public relations theories through a critical and historical lens. Students will examine modern theoretical frameworks and assess their relevance to current events and real-world public relations practices. The course encourages the application of these theories in authentic scenarios to observe their functional implications. It also provides a deeper foundation in communication models as they pertain to public relations, equipping students with the tools to strategically apply theories and models for effective campaign planning, audience engagement, and organizational communication.
457504	Strategic Communication	3
This course provides an in-depth exploration of the dimensions of strategic communication within the field of public relations. It covers the full cycle of strategic communication?from research and planning, which form the foundation of effective communication, to theoretical models of strategic communication and their digital applications in PR. The course culminates in examining public relations agencies as key examples of strategic organizational structures in the profession. In this context, students will learn how to manage digital communication in institutional relationships, with practical case studies focusing on PR agencies and their clients?whether individuals, businesses, or nonprofit organizations?who represent the primary target audiences for long-term engagement and trust-building. Furthermore, the course incorporates practical examples and real-world scenarios to bridge academic theory with professional application. The primary objective is to codify practical PR strategies into a research-based framework that integrates science and practice. This approach aims to prepare a new generation of public relations professionals with both a comprehensive understanding of the field and the theoretical grounding necessary to critically assess and advance the profession in the Arab world.
457505	Advanced Writing for Public Relation	3
This course is designed to enhance students? language, writing, and rhetorical skills through intensive evaluative readings of both written and spoken media materials. It emphasizes mastering the art of crafting persuasive messages, selecting appropriate language for various target audiences, and tailoring communication to suit different media platforms?including print journalism, radio, television, and social media. The course also bridges theory with practical applications, guiding students in developing professional-level proficiency in public relations writing. Students will learn the principles, forms, and functions of writing for public relations and mass media, including press releases, reports, advisories, feature stories, and promotional materials. Emphasis is placed on mastering communication tools, understanding sources, crafting targeted messages, and addressing crisis situations effectively. Through extensive practical training, students will: Write news reports, press releases (informative, promotional, and explanatory), and institutional content. Develop skills in conducting and analyzing interviews, transcribing conversations, and converting them into reports or articles. Practice writing different types of media reports (news, analytical, interpretive, economic, etc.) and journalistic articles (opinion, editorial, and critical pieces). Learn how to address institutions through formal emails and letters, both domestically and internationally. Engage in media appearances and prepare for press interactions during crises. Gain experience with digital advertising copywriting and persuasive message construction. In the final project, students will be tasked with creating a comprehensive PR media portfolio that includes writing samples, press statements, interview summaries, and reports related to real institutional case studies.
457506	Advanced English Language for Public Relation	3
This course aims to enhance students? proficiency in professional writing and spoken communication within the context of public relations. It focuses on expanding vocabulary, improving stylistic and grammatical accuracy, and developing the ability to craft and deliver different types of professional speeches, particularly informative and persuasive messages. Students will engage in writing exercises involving press releases, news bulletins, media kits, communication plans, and content for press conferences, all tailored to real-world PR scenarios. The course also promotes interactive learning through class discussions in English, helping students build confidence and fluency in verbal communication. Additionally, the course emphasizes digital literacy by training students to produce content suitable for online platforms such as blogs, Twitter (microblogging), Facebook, and LinkedIn. The objective is to prepare students to communicate professionally and effectively in English across both traditional and digital media channels within the public relations industry.
457507	Media Relations Management	3
This course explores the foundational principles of organizational structures in public relations, including the factors influencing the size and scope of PR departments, their positioning within institutional hierarchies, and internal organization. Students will learn the administrative and communication methods employed in PR management, with a focus on roles, responsibilities, ethics, and the attributes of successful PR managers. It also distinguishes between internal PR departments and external consultants across various sectors?governmental, industrial, commercial, social, educational, and media institutions. Special emphasis is placed on understanding the performance of PR departments within media organizations, the techniques and communication channels used, and the integration of modern communication technologies?including digital media and social platforms. The course stresses the strategic role of PR management in organizational decision-making and the importance of enhancing PR performance within media entities. In parallel, the course aims to broaden and deepen students? theoretical knowledge and practical skills in media management, particularly its impact, historical ties with public relations, and its evolving role in advancing institutional objectives. Students will gain a comprehensive understanding of how to leverage contemporary and efficient media tools to maximize public relations effectiveness in today's dynamic communication environment.
457599	Thesis	6
The thesis is designed to enable the student to apply the theoretical knowledge and research skills acquired during the program by conducting original scholarly research on a topic within the field of specialization. Under the supervision of a faculty advisor, the student selects a research topic and prepares a comprehensive research proposal, including a clear problem statement, objectives, significance, research questions or hypotheses, theoretical framework, literature review, and appropriate methodology. Data is collected and analyzed using suitable tools or approaches, leading to findings and recommendations that contribute to knowledge or practice in the field. The thesis must be defended orally before an academic committee. The work should demonstrate originality, rigorous scientific methodology, and adherence to ethical research standards.

Speciality Optional Requirements Student must complete 9 credit hours

Course Code	Course Name	Credit Hours	Prerequests
457550	Advanced Public Relation Campaigns	3
This course focuses on deepening students? practical expertise in designing and managing public relations campaigns through the analysis of selected case studies. It combines theoretical foundations with hands-on application, guiding students through all stages of campaign development: conceptualization, planning, execution, management, and evaluation. Students will review relevant public relations theories and campaign management principles, including strategy formulation and assessment methodologies. The course emphasizes the process of setting campaign objectives, defining target audiences, crafting appropriate messages, and selecting the most effective communication channels for message delivery. Special attention is given to ethical considerations in campaign design and implementation. By the end of the course, students will be equipped to plan, manage, and evaluate PR campaigns using evidence-based approaches that align with institutional goals and uphold professional standards.
457551	Public Relation and Social Marketing	3
This course introduces students to the concept of social marketing within the field of public relations, with a particular focus on influencing public behavior for social good. It aims to equip students with the skills necessary to design and implement effective social marketing strategies, emphasizing behavioral change as a core goal of public relations practice. The course covers strategic tools such as viral marketing through social media platforms, enabling the dissemination of ideas and behavioral norms that enhance public image and strengthen societal engagement. Students will explore the use of modern digital tools?including WhatsApp, chatbots, and artificial intelligence?to support audience targeting and customer expectation management. By the end of the course, students will conduct case studies examining the influence of social behavior on public response in areas such as environmental awareness. The course also analyzes key success factors for social marketing campaigns and their impact on increasing public understanding and involvement in targeted social issues.
457552	Public Relations in Non-Profit Organizations	3
This course explores the vital role that non-governmental organizations (NGOs) play within societies and examines the distinctions between nonprofit, public, and private sector institutions. Students will gain foundational knowledge of NGO structures and cultures, as well as their strategic communication and development needs. The course emphasizes the application of traditional public relations planning models within nonprofit settings. Students will learn to critically assess the effectiveness of current PR strategies and outreach efforts employed by NGOs, and to propose innovative solutions that enhance their visibility, engagement, and mission alignment. Through practical exercises and case studies, students will design strategic communication plans tailored to NGO contexts, understand the dynamics of donor and stakeholder engagement, and develop creative approaches to advocacy and public messaging. The course fosters comparative thinking by distinguishing NGO operations from for-profit institutions, ultimately preparing students for communication roles within socially driven organizations.
457553	Crisis Management	3
This course explores core concepts related to crises and associated terminology, emphasizing the characteristics of effective crisis communication and its role in mitigating the negative impact of crises on organizations. It presents key theoretical frameworks for understanding and managing crisis communication, alongside the fundamentals of communication planning across different stages of a crisis. Students will examine strategic response approaches tailored to each crisis phase, utilizing both traditional and digital media channels. The course also covers internal crisis communication management, ethical considerations in crisis communication, and the importance of communication and leadership skills within crisis response teams. Additionally, students will engage in the analysis of diverse contemporary case studies, both local and international, to apply their knowledge in real-world contexts. By the end of the course, students will be equipped to design effective communication strategies that protect and enhance an organization?s reputation during and after crises.
457554	Advanced Advertising,Design and Production	3
This course primarily focuses on equipping students with the technical and creative skills necessary to design and produce printed media using professional design software. It explores the multiple stages of newspaper layout and production, clarifying the comprehensive concept of "layout" and its evolution, including the use of fixed and dynamic newspaper mockups. Students will receive hands-on training in designing various print materials such as newspapers, magazines, brochures, flyers, posters, wedding invitations, and promotional leaflets. The course also introduces key concepts and principles of layout and design for print media, with an emphasis on typographic and graphic elements. Furthermore, students will study the aesthetic schools of thought behind print design and apply this knowledge using contemporary desktop publishing software to produce professional-quality publications. By the end of the course, students will be able to create visually compelling and functionally effective printed media for various professional contexts.
457555	Strategic Management for Public Relation	3
This course introduces students to the foundational concepts and practices of strategic management in public relations. It emphasizes the importance of proactive strategic planning and tactical execution in achieving communication goals, enhancing organizational reputation, and fostering public trust. Students will learn how well-crafted PR strategies contribute to brand awareness, crisis management, audience engagement, investor and employee attraction, and the overall positioning of an organization. The course explores the core pillars of strategic PR management, including owned media, paid media, and earned media, while guiding students on when and why organizations need a strategic PR approach. Through real-world examples?such as Apple?s integrated PR and marketing strategies?students will analyze successful case studies and extract best practices for implementation. Key topics include audience identification, competitive analysis, the creation of compelling content, and strengthening an organization?s digital presence. The course also examines leadership roles in public relations strategy, equipping students with the skills to lead communication efforts during periods of growth, change, or crisis. Students will practice strategic leadership, communication planning, and apply learned theories to practical, real-life scenarios for enhanced professional readiness.
457556	Quality Management in Public Relation	3
This course focuses on the theoretical knowledge and practical skills necessary for managing quality within organizations through the lens of public relations. It explores the principles and strategies used by PR professionals to maintain and enhance organizational professionalism, service excellence, and stakeholder trust. Key topics include institutional identity (what the organization stands for), organizational reputation, service quality, and client relations. Students will learn how to develop and implement effective strategies to manage an organization?s identity and service standards across diverse public audiences. The course also addresses critical issues and practices that may jeopardize institutional identity and public confidence, with a focus on crisis impact and recovery. By analyzing real-world case studies, students will be trained to evaluate threats to quality perception, construct communication strategies that safeguard organizational reputation, and design standards and tactics that promote excellence in public relations. A special emphasis is placed on developing communication plans to mitigate reputational damage and restore quality management following organizational crises.
457557	Special Topic	3
This course is designed to provide an in-depth exploration of select contemporary themes in public relations, communication, and media. Students will be engaged in focused discussions and assignments centered around emerging technologies, modern strategies, and global challenges in the field. The course emphasizes the development of critical and analytical skills needed to assess public relations and media dynamics. Students will explore reputation enhancement practices, ethical and professional standards, and institutional communication strategies through case analysis and comparative study. It also aims to strengthen students? research capabilities?both qualitative and quantitative?while enhancing their ability to deliver professional presentations on organizational reputation management and public perception. Additionally, the course will host guest lectures and specialized seminars by local or visiting experts on urgent or specialized topics not covered in the core curriculum, offering students exposure to advanced and real-world applications in the field.
457563	Reputation Management	3
This course focuses on the strategic analysis of corporate reputation factors and how they are managed in various contexts, with case studies on media crisis management and reputation impact.
457577	Protocol and Etiquette	3
This course introduces students to the foundational principles, rules, and procedures related to etiquette, protocol, and ceremonial practices in international, governmental, and private institutions. Students will explore the formalities and behavioral codes that govern diplomatic, official, and social interactions. The course aims to develop students? understanding of the cultural and procedural standards that enhance professionalism and decorum in official events, diplomatic functions, and societal engagements. Through practical examples and case studies, students will learn how etiquette and protocol contribute to fostering respect, order, and effective communication in diverse formal settings.