COMMS 317
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Public Relations and Advertising Rapid Intelligence
CommunicationsCollege of Fine Arts and Communications
Course Description
This rapid Intelligence course introduces students to the fast-paced practice of applied secondary research and social listening used to inform strategic communication decisions in advertising and public relations. Students will learn to use industry databases, media monitoring platforms, and open-source information to generate quality insights and developed strategies under tight client deadlines. The course emphasizes the need for new age application of tools and approaches that encourage speed, accuracy, and synthesis, preparing students to deliver actionable intelligence that supports client goals. In today’s industry, professionals are expected to make smart business decisions with tighter turnarounds while still maintaining excellence in quality.
When Taught
Winter
Min
3
Fixed/Max
3
Fixed
3
Fixed
0
Other Prerequisites
Major status.
Title
Data Gathering
Learning Outcome
Conduct secondary research using databases, media monitoring tools, and open-source information to address client needs.
Title
Insight Generation
Learning Outcome
Synthesize findings quickly into clear, actionable insights for advertising and public relations contexts.
Title
Social Listening
Learning Outcome
Apply social listening methods to analyze conversations, sentiment, and trends relevant to strategic communication.
Title
Communicate Results
Learning Outcome
Communicate results effectively through professional deliverables including research decks and client presentations.
Title
Speed and Accuracy
Learning Outcome
Learn to support decisions and recommendations with sound data while balancing speed with accuracy and quality.
