Public Relations 161
Introduction to Public Relations
Instructor:
Office Hrs: M 8-9:00 AM . . . and by appointment
INSTITUTIONAL GOALS STATEMENTS
University
University Learning Goals:
Thinking critically, reasoning logically, and communicating clearly (see p. CU UG Bulletin, 2006-2007)
Department of Communication Learning Goals: to develop an appreciation for and understanding of (1) the historical development and relationship of public communication and human interaction, (2) communication media as social forces through which an individual interprets, modifies, controls, and adjusts to the social environment, and (3) the aesthetically satisfying elements and successful performative characteristics of effective communication arts. (see CU UG Bulletin 2006-2007)
STATEMENT OF INSTITUTIONAL POLICY:
University policies governing drop dates, penalties, plagiarism, and academic integrity, as detailed in the university bulletin, student handbook(s), and/or undergraduate time schedule, will be observed.
Course Objectives:
This course is designed to help you understand:
1. Public Relations as relationship management.
2. Public
Relations at both the tactical and strategic levels.
3. How to
utilize various communication vehicles to effectively
implement a strategic plan.
4. How
to utilize critical thinking skills when analyzing, planning, implementing, and
evaluating
Public
Relations activities.
5. The
organizational structure in which Public Relations is practiced (corporate
structures, agencies, and
consultants).
6. Public
Relations as a profession.
7. The
history of Public Relations.
8. The
function and type of publicity.
9. Media
relations and dealing with the media.
10. Basics
of writing a press release.
11. Development.
12. Special
events.
13. Crisis
management.
14. Public
affairs.
15. Community
relations.
16. Reputation
management.
17. Investor
relations.
18. Media-related Internet
search strategies.
19. Large
public relations firms.
20. The
public relations activities of large corporate entities.
Course Requirements
1. Read the readings conscientiously so that you may gain insight into the philosophy and practice of Public Relations.
2. Read newspapers and magazines. Listen to the radio and watch television programs. Think about how organizations handle both good and bad news.
3. Attend class regularly. Excuses are in order for any absence.
4. Information covered on the examinations will be derived from lectures, the text, outside readings, and through interaction with Public Relations professionals.
5. All work submitted must be the student's own. Cheating in any form (see below for definitions and examples) will not be tolerated and will result in disciplinary action.
What is Academic Integrity?
"Academic Integrity"
is the expectation that all Capital students are to be honest in their academic
endeavors, and that the work one submits for academic evaluation must be
his/her own, unless an instructor expressly permits certain types of
collaboration. A non-exhaustive list of behaviors which
constitute academic misconduct and subject one to sanction(s) includes:
Cheating -- deceiving/misrepresenting
information submitted on a paper/test/project
e.g.,
-- using materials/notes not
permitted by the instructor during an examination
-- collaborating on a
test/project when not authorized to do so by the instructor
-- receiving, giving or
stealing parts of, or an entire test which has not yet been administered
-- substitution
of one student for another during an examination
Plagiarism -- submitting work that is
not expressly one's own as one's own
e.g.,
-- quoting verbatim or paraphrasing excessively
another person's words (published or unpublished) without acknowledgment of the
source
-- including facts, statistics,
or other illustrative materials that are not common knowledge without
acknowledgment of the source
-- submitting another's term
paper, essay test answer, computer program, or project as one's own
Fabrication -- using
"invented" information or falsifying research, data, or other
findings with the intent to deceive
e.g.,
-- citing information not taken
from the source indicated; failure to document a secondary source material
-- listing sources in a
bibliography not directly used in the academic exercise
-- submitting lab reports or
clinical data which contain fictitious/falsified information;
concealing/distorting the true nature, origin, or function of such data
Evaluation of Student Progress
Course grades are based on a total of 500 points. The value of each assignment is as follows:
Exam
1
125 points
Exam
2
125 points
Final
100 points
Research Assignment
One 75 points
Research Assignment
Two 75 points
Total: 500 points
Grades are assigned as follows:
460
- 500 —
A 450 -
459 — A-
440 - 449 —
B+ 410 - 439
—
B 400 -
409 — B-
390 - 399 —
C+ 360 - 389
—
C 350 -
359 — C-
340 - 349 —
D+ 310 - 339
—
D 300 -
309 — D-
000 - 299 — F
Note to Each Student
Capital is located in suburb within a larger urban setting. Capital is a 10 minute drive from the center of Columbus, and Public Relations firms, agencies, and electronic outlets are easily available. This affords numerous opportunities for campus visits by Public Relations practitioners, as well as off-campus visitations to local Public Relations firms.
The curriculum is designed to help interested students
become practitioners with the knowledge and
research skills necessary to correctly analyze a situation, the perspective
needed to put together
appropriate plans to solve situational problems within a larger strategic
framework, the skills to
implement those plans through a campaign design, and the training necessary to
accurately evaluate the impact of their programs.
Students are encouraged to go beyond requirements to fit their specialized
interest. Those with an
interest in a career in account management, for example, will want to complete
additional courses in the areas of management and marketing, while those with
an orientation for creative efforts will want to pursue additional writing and
graphics courses with the guidance of their advisor.
Schedule of Weekly Assignments
The following pages contain the tentative semester schedule. There
will be ample time for class
discussion of public relations principles. Please follow the syllabus
regularly and note the specific dates upon which examinations and reports are
scheduled.
|
Date |
Activity |
|
|
8-28 |
Introduction and overview |
|
|
8-30 |
Defining public relations |
|
|
9-1 |
Defining public relations |
Chapter 1 & 3 |
|
9-6 |
History of public relations |
|
|
9-8 |
Axioms of public relations |
|
|
9-11 |
Axioms of public relations |
|
|
9-13 |
Dimensions of organization-public relationships |
Chapter 2 |
|
9-15 |
Types of organization-public relationships |
http://www.prsa.org/_Resources/profession/careeroverview.asp?ident=prof2 |
|
9-18 |
Organization-public relationship development |
Chapter 4 |
|
9-20 |
Organization-public relationship decline |
http://www.prsa.org/_About/ethics/pdf/codeofethics.pdf?indent=eth10 |
|
9-22 |
Organization-public relationship decline |
Chapter 5 |
|
9-25 |
Wrap-up and review for exam |
|
|
9-27 |
Exam I |
|
|
9-29 |
Publicity in public relations |
Chapter 8 |
|
10-2 |
Publicity in public relations |
|
|
10-4 |
Publicity in public relations |
|
|
10-6 |
Media relations in public relations |
Chapter 10 Research Assignment
I Due |
|
10-9 |
Media relations in public relations |
|
|
10-11 |
Media relations in public relations |
|
|
10-13 |
Special Events |
|
|
10-16 |
Special Events |
|
|
10-18 |
Reputation management |
|
|
10-23 |
Reputation management |
|
|
10-25 |
Crisis management |
Chapter 6 |
|
10-27 |
Crisis management |
|
|
10-30 |
Crisis management |
|
|
11-1 |
Public affairs |
|
|
11-3 |
Community relations |
|
|
11-6 |
Community relations |
Chapter 16 |
|
11-8 |
Community relations |
|
|
11-10 |
Investor relations |
|
|
11-13 |
EXAM II |
|
|
11-15 |
Public Relations Terms |
Chapter 15 |
|
11-17 |
Public Relations Terms |
|
|
11-20 |
Public Relations Terms |
Research Assignment
II Due |
|
11-27 |
Writing a Press Release |
|
|
11-29 |
Pet Peeves of the Media |
|
|
12-1 |
Pet Peeves of the Media |
|
|
12-4 |
Finding and determining company "core values" |
Chapter 11 |
|
12-6 |
Finding and determining company mission and vision |
|
|
12-8 |
Finding and determining key constituent needs |
Chapter 12 |
Final Exam: 8-10:00, December 11, 2006