Track FOUR: Public Relations

BIC explores a very particular type of public relations — one that relates to aspects of marketing communications and branding. We explore this discipline in a cross-disciplinary and sometimes discipline agnostic way. BIC PR practitioners are more equipped to sit at the table with other communications professionals, generate and connect to a 360 degree strategy, visualize information, and create an environment in which brands flourish and all stakeholders get real value from those relationships.

Today, public relations is becoming the leading communications discipline that provides substance, two-way conversation, authenticity as well as earned media within an integrated framework. More and more, modern PR is charged with helping clients (brands, companies and and NGOs) find and activate a social purpose that is true to their brand as well as relevant and meaningful to their stakeholders. Transparency is the new currency. PR campaigns are an effective communications tool for solving business challenges relating to organizations, products, and people as well as issues.

Internal communications leverages the power of employees as brand evangelists. BICsters in the PR track gain perspective and insight into how organizations articulate, educate and engage its internal stakeholders, particularly its employees, about the attributes of its brand, and how stakeholders can be empowered, guided and conditioned to embody and communicate it.

With the rise of social media and technological advances in communications, influencers have taken on a greater significance. How a brand can harness this power and mitigate some of its undermining focus is crucial to understanding communication today.

Based on undergraduate focus and work experience, BIC grads who specialize in this track may get jobs as: Public Relations Specialists in "expanding frontier" and "fame sensitive" sectors (science, technology, fashion, entertainment, media), Internal Comms Leaders, Brand PR Practitioners, CSR Managers, Social Media Experts, etc.