Abstract

Paper
GIS in the Public Relations Curriculum
Track: Teaching with GIS in Higher Education
Authors: Brad Howard, Jennifer Keller

GIS technology can play an essential role in PR research and communications. It can be used to develop a plan - including audience research, data analysis and program evaluation. GIS technology can also assist a PR professional in creating communications materials for the media (both traditional and digital) as well as other targeted publics.

This presentation examines how GIS can enhance the public relations curriculum by providing students with an effective tool for analysis and visualization. Students who learn GIS will have a valuable tool with which to model PR data, help organizations monitor the impact of potential decisions (issues management), develop crisis communications plans, establish benchmark data for program development and evaluation, and create fact-based messaging with appropriate visuals to communicate messages to all audiences.

In the process students will develop improved critical thinking skills and technology skills that will give them a competitive edge in the job market.