Introduction to Public Relations Syllabus for 2015-2016
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Course

COMM-2330-001 Introduction to Public Relations

Prerequisites

Course Description

Exploration of the history and development of public relations. Presentation of the theory behind and process of public relations, including the planning, implementation and evaluation of PR campaigns.

Student Resources Student Resources Website

Department Expectations

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Hours

(3 sem hrs; 3 lec)

Class Type

Hybrid

Syllabus Information

Textbooks

THINK Public Relations (2nd Edition) Paperback  August 8, 2012 by Dennis L. Wilcox (Author), Glen T. Cameron (Author), Bryan H. Reber (Author), Jae-Hwa Shin (Author) ISBN: 0-205-85725-6 ISBN13: 978-0-205-85725-8 Binding: PAPERBACK

Supplies

• Internet access
• Note taking materials

Student Performance

OBJECTIVES AND GOALS OF COURSE:  The student will gain a broad understanding of the purpose and function of public relations in the U.S. economic and social system. The course is designed to increase student awareness of the increasing importance and presence of PR efforts in society. Through the course, the student will learn that effective PR campaigns are based on substantial research, planning, and analytical and creative thinking. The student will learn the methods and procedures used in the development of objectives, strategies and tactics of a PR campaign in order to improve his ability to evaluate communication methods more objectively and more insightfully. 

Upon successful completion of the course students should 

1. Demonstrate basic knowledge of public relations terms, concepts, history, and practice.

2. Describe various publics, media venues, and jobs associated with public relations.

3. Recognize PRSA code and ethical issues associated with public relations industry.

4. Create written elements of public relations practice.

5.	Identify and apply the steps of the PR process.
6.	Develop elements of a PR plan.

Students Rights and Responsibilities

Student Rights and Responsibilities

Log in using the AC Connect Portal

In order to receive your AC Connect Email, you must log in through AC Connect at https://acconnect.actx.edu .

If you are an active staff or faculty member according to Human Resources, use "Exchange". All other students, use "AC Connect (Google) Email".

Expected Student Behavior

Students will arrive for class on time. Consistent late arrival will impact class participation grade. Turn off cell phones or put them on silent ring during class. Any student caught plagiarizing or cheating will receive a failing grade. No administrative withdrawals will be initiated by the instructor.

Grading Criteria

  Grades in this course will consist of:

Job shadow and written report OR book report	20 %
Three PR case study papers and in-class presentation	20%
PR campaign project/report/in-class presentation	30%
Two multiple choice online tests over textbook and online reading	10%
Two news releases	10%
Participation/Attendance	10%
TOTAL	100%

Grading Scale

A = 90-100                       

B = 80-89

C = 70-79                       

D = 60-69

F = 59 or below

All assignments will be turned in online using Blackboard and all grades will be posted in Blackboard.

Case Study Papers/Presentations

You will research the use of public relations in three distinct situations.  You may use a case mentioned in the textbook, found online, etc. Your first case study will focus on a PR campaign that you judge as effective and what makes it effective.  Your second case study will focus on the use public relations in a crisis situation.  Your final case study will examine the use of social media in a PR campaign.

For each case study, you will prepare a 1-2 page paper (12-point font, double-spaced) and submit it to the dropbox on the due date indicated. Your paper must cite two distinct sources of information (in addition to your textbook.) The class will be divided into three groups and each student will be assigned a date to present the findings from his/her case study paper.  PowerPoint may be used during your presentation but it is not mandatory.   

Recommended Structure for Case Study Papers:

• First paragraph: Introduction.  Tell us what you are going to tell us.
• Second paragraph: Provide background on the organization, the nature of the problem or situation involved in the case and the campaign goal.
• Third paragraph: Discuss the tactics chosen for the campaign and how they were implemented.  Were the approaches creative, appropriate, successful?
• Fourth paragraph: Discuss allocation of resources such as time, money, personel, available media, etc.
• Fifth paragraph: Discuss how the success of these PR campaign/activities was evaluated.  What was the response from the organization's publics.
• Sixth paragraph: Analyze the success or failure of this PR effort and offer any recommendations.
• Seventh paragraph: Conclusion. Wrap it up and summarize what lessons you have learned from this case study exercise.

The Presentation:
1. Prepare a 3-5 minute presentation on your job shadow experience and what you learned, etc.
2. You may use notes but do not read to the class… talk to us.
3. You may use a PowerPoint presentation but it is not required.
4. Your presentation should cover the material you discuss in your paper.
5. You should also be prepared to answer questions from your classmates.

News Releases

You will write two distinct news releases for the AC organization or club you have chosen for your Campaign Project Assignment.   Remember, PR professionals use news releases to deliver messages through the mass media. To the public, the communication appears to be an action of the free press. 

Each news release should be one page long and should follow the format outlined in the online lesson 'Writing Your First News Release' and discussed in class.  Your releases should focus on achievements or activities of the organization, such as upcoming events (trips, fundraisers, performances), unique characteristics, personality profiles on outstanding members, activities the group is sponsoring or involved in, etc.  Remember to choose topics that are newsworthy.

Avoid suggestions to write about history of the organization, goals of the organization, purpose of the organzation...BORING. If desirable, these can be worked into the lower half of a story.  Identify additional human contacts you can interview within the organization to vary your approaches. Remember, it's all about building relationships...internally and externally.News releases must be turned in to the appropriate online drop box.

Job Shadow or Book Report: you must complete either the job shadow or the book report assignment

Job Shadow Rules

1. You must identify a business professional whom you would like to spend the day with, "shadowing" his/her daily schedule and ongoing projects. You do not necessarily have to know the individual on a personal level. You may know an industry (banking, local restaurant, etc.) of which you would like to learn more about the role PR plays in the business. If you can't think of one, contact Jill Gibson and she will assist you in identifying a job shadow contact.
2. You must contact Jill Gibson before you contact the business/person to confirm that this business/job shadow is "doable." 
Step 1 - introduce yourself and explain that you are fulfilling a class assignment;
Step 2 - explain to the individual the purpose of the class assignment; 
Step 3 - explain that you must spend 4-8 hours shadowing the person on-the-job and that you will willingly carry equipment, file papers, etc. for this opportunity (you may break this into 2 days, if necessary);
Step 4- explain the individual's role: 1) to let you experience PR in action, and 2) to complete a simple Job Shadow Feedback form verifying your experience; 
Step 5 - upon agreement, provide the individual with your cell phone number and e-mail address in case he/she needs to contact you to confirm or cancel. If he/she has any questions or would like to visit with me, tell him/her to contact me via email at (806) 371-5283 or jlgibson@actx.edu.
Step 6 - if he/she declines, remain positive, thank him/her for their time, and let Jill Gibson know so you can start again at step 1; and 
Step 7 - send a reminder to the individual (telephone, e-mail, text) a few days prior to the job shadow to remind him/her that you'll be in the office on the appointed date.
Step 8 - Complete the job shadow in a professional, timely manner. (Dress and behave appropriately and professionally.)
Step 9 - E-mail your professional contact a "thank you" note along with a copy of the Word version of the Job Shadow Feedback form. Instruct him/her to complete the form and e-mail it to me, jlgibson@actx.edu, to complete your grade requirements. 

The Job Shadow Paper: 
You must write a 2-3 page, double-spaced paper detailing the experience: where you job shadowed, professional contact, specific job details you observed, what you learned, what you found enjoyable, what you didn't like, advice the professional passed on to you, how what you experienced aligned with concepts presented in the text.....

Book Report Rules

1. You must select a book related to some aspect of Public Relations. Browse amazon.com or bn.com for texts which deal with current uses of technology or current issues in which someone has applied PR concepts in the "real world." Avoid simply reviewing a textbook.
2. Contact Jill Gibson for approval of book for review before you read the book. E-mail her through this course!
3. After approval from Jill Gibson, you will read your book, organize your paper, write your paper according to the assignment requirements and submit it to the drop box.
4. Deliver a 5-7 minute in-class presentation summarizing the paper.

The Book Report Paper:
You must write a 5-6 page, double-spaced paper reviewing the book. Key elements which must be present in the book report include:

1. Title page - including your full name, title of book, editor, place of publication, publisher, date of publication, edition (if necessary), the number of pages in book, semester of enrollment
2. Introductory paragraph - tells the reader what the paper will cover. Identify the book, explain why you chose the book, summarize the content of the book.
3. Body paragraphs - should explain the high points of the book in several paragraphs, explaining valuable content to the reader: - purpose of book;- key concepts delivered by the author;- support/justification for key concepts;- describe interesting elements of book;- HINT: table of contents can help you determine key concepts in book.
4. Your response to the book -- weaknesses/strengths of the book, including "readability" of the text, value to the PR professional, data, justification/arguments presented in text, etc.;- explain why you agree/disagree with certain elements of book;- explain how you will use information from the text to pursue your PR goals.
5. Alignment of concepts presented in book with concepts present in course textbook (at least 3 examples).- cite page numbers from both the book and course text where authors are in agreement or disagreement on PR concepts. Explain.
6. Conclusion - sum up your paper; leave a final impression. Explain to the reader why this text was important, meaningful and useful.

The Job Shadow or Book Report Presentation
1. Prepare a 5-7 minute presentation on your book or job shadow and what you learned from it, etc.
2. You may use notes but do not read to the class… talk to us.
3. You may use a PowerPoint presentation but it is not required.
4. Your presentation should cover the material you discuss in your paper.
5. You should also be prepared to answer questions from your classmates.

Campaign Project:

You may choose to work with a partner, or work individually on this project.  If you work with a partner, each of you must turn in an individual paper and both of you must take part in the presentation.

1. Choose an AC organization or club that you will focus on for this assignment.  If you cannot come up with an organization, you may ask your instructor to assign one to you.  Organization choices must be approved by the instructor on a first-come, first-served basis.  If another student or group has already chosen the organization you have requested, you will have to take your second choice.
2. Research the organization and meet with key representatives from the group.  Explain to the identified source that this is your class assignment, and you will be creating a PR plan to promote his/her group.  Essentially this organization is your “client”.  You must develop an understanding of the organization’s needs and goals.  The sooner you meet with representatives from your organization, the better.  Remember to be respectful of your client’s time, be polite and be professional. 
3. Prepare a written public relations plan for your organization.  This plan must address the eight elements discussed in your textbook.  Combine graphs, charts and bulleted lists with short narratives to explain each of the eight elements.  The plan must be typed, double-spaced, 12-point font and submitted to the appropriate drop box.  Late papers will not be accepted. Although there is no word or page requirement for this project, in order to be successful, you should plan on creating an approximately 5-10 page document.
4. Implement a minimum of two of the tactics referenced in your plan and provide evidence that you implemented these tactics.  For example, if you hold a news conference for your organization, your evidence would be newspaper clippings or video recordings of news coverage.  If you build a web page, your evidence would be the actual page.  You could create a brochure… make a media kit… hold a contest… host an event… etc.  These two tactics must be above and beyond the two news releases you have created for your organization; however, you can reference those releases in your plan.
5. Deliver a 5-10 minute presentation to the class explaining your PR plan.  This presentation must be accompanied by a PowerPoint presentation.  Remember, if you work in a pair, each of you must have a speaking role in the presentation.  Your PowerPoint may include, charts, graphs and bullet points, but it should also be visually appealing.  We do not want to read your presentation from the screen.  You may use notes but do not read to us.  Practice your presentation so you can talk to your classmates in a conversational and relaxed style. 
6. Consider inviting key members of the club or organization to your presentation and providing them a copy of your written plan.  Write a thank-you note to the key representatives.

The Eight Elements of a PR Plan 

1. Situation (background information on the organization and its need for  a PR program)
2. Objective(s) (the goal of the program expressed as ‘an end’)
3. Audience (the target public or publics)
4. Strategy (how the campaign will achieve the objectives)
5. Tactics (specific activities that will put strategies into operation and achieve the objectives)
6. Calendar/Timetable (when you will carry out tactics)
7. Budget (based on client input and limited—at best.)
8. Measurement (how you will evaluate success)

Attendance

Regular participation is required if the student is to do well in the course. The instructor reserves the right to lower the final course grade in light of poor attendance/online participation. Students who miss one or zero classes during the semester will receive 100% for their attendance/participation grade.

Students who arrive for class consistently late or leave early may be counted absent.  

There will be no instructor-initiated withdrawals from this class. Students are responsible for dropping or withdrawing from this course as necessary.  No official warnings will be given to students when excessive absences jeopardize the successful completion of the course.

Calendar

Additional Information

 

Students are encouraged to follow the Matney Mass Media department and The Ranger on social media and read the departmental newsletter, The Matney Mass Media Messenger, at http://acmassmedia.wordpress.com/ and the college newspaper,The Ranger, at www.acranger.com.

Matney Mass Media Department on Facebook: https://www.facebook.com/ACmassmedia
Matney Mass Media Department on Twitter: https://twitter.com/acmassmedia
The Matney Mass Media Messenger http://acmassmedia.wordpress.com/
The Ranger: www.acranger.com
The Ranger on Facebook: https://www.facebook.com/acrangerpaper
The Ranger on Twitter:https://twitter.com/acranger
The Ranger on Instagram: http://instagram.com/acranger

Department website: www.actx.edu/massmedia

To access your online lectures and turn in assignments, you must log in to AC Connect at https://acconnect.actx.edu.  Be sure to check your AC email (available through AC Connect on a daily basis.)