ABUS 4026

About This Course

A wise person once said, “Advertising is telling about yourself; public relations is having others tell about you.” So, how are you going to get others to tell positive stories about your organization, whether it be a large company, a small start-up, or a government? Of course you will use both traditional and nontraditional tools. But first, you must craft a story. This course is about how you craft stories, and where you tell them, to create an optimal effect.

Textbooks:

  • "The Public Relations Handbook," edited by Alison Theaker (2021)
  • APA Style Guide

Instructor

Richard Brynteson head shot
Richard Brynteson

PhD, education, University of Minnesota; MBA, marketing and finance, University of Chicago; BA, English, Dartmouth College

Dr. Richard Brynteson is a teacher, executive coach, innovation consultant, author, and public speaker. He has been a professor in the MBA program at Concordia University since 1992. He is a prolific presenter of workshops and seminars and has published six books on business subjects like innovation, decision making, and behavioral economics. Dr. Brynteson has also been a marketing manager and has worked with companies on innovation projects in Africa, Asia, and the United States, including one year as a Fulbright Scholar in Mauritius.

  • ABUS 4023W – Communicating for Strategic Results
  • ABUS 4151 – Innovation for Leaders and Organizations
  • ABUS 4026 – Guiding Public Perception in Business

Information Subject to Change

Course details, syllabus, and instructor are subject to change. Current course details can be found by clicking on the Term link(s) above.