Journalism serves communities and requires the development of techniques to effectively communicate TO audiences. However, the practice of public relations relies on effectively communicating WITH audiences. A PR practictioner needs to understand how to work with the press and use the tools at the disposal of journalists to create a two-way dialogue with the target audience. This course should provide students with the capacity to recognize and explain the efforts behind developing a news story and use that knowledge to develop content for the press as well as engage meaningfully with journalists to develop content for the target audience. Students will learn the difference between "reporting the news" and "making the news" and become equipped with the skills and knowledge to teach an organization about that dichotomy.