Introduction to Public Relations Syllabus for 2021-2022
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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 ResourcesStudent Resources Website

Department Expectations

Occupational License Disclaimer

Notice to Students enrolled in an educational program for preparation of issuance of certain occupational licenses:

Students enrolled in an educational program in preparation for obtaining certain occupational licenses are potentially ineligible for such license if the student has been convicted of an offense. For further information, please contact:

Melodie Graves
Justice Involved Advocate
Student Service Center 117
mgraves24@actx.edu
806-371-5995
Make appointment at https://melodiegraves.youcanbook.me

You can also contact the Legal Clinic, or the faculty member in charge of the educational program that you seek to enroll in. The further information you will receive will include notification to you of your right to request a criminal history evaluation letter from the licensing authority in order to clarify your particular situation.

Hours

(3 sem hrs; 3 lec)

Class Type

Hybrid

Syllabus Information

Textbooks

Wilcox, D., Cameron, G., Reber, B., & Shin, J. (2013). Think public relations. (2^nd ed.). Pearson Education Inc. ISBN: 978-0205857258 

Supplies

Internet access
Note-taking materials

Student Performance

After studying the material presented in this course of study, the student will be able to do the following as evaluated by the faculty in the department/program.

1. Define Public Relations and its role in society.
2. Identify the various functions and responsibilities of PR professionals.
3. Gain a broad understanding of today’s public relations industry from a real world perspective.
4. Identify and apply the steps of the PR process.
5. Develop elements of a PR plan.
6. Explain the differences between marketing, public relations, and advertising.
7. Identify how PR practitioners work with the media to help create a company’s branding and personality.
8. Create an original PR campaign for identified client: research current market conditions, clarify desired image, identify a clear message, and develop creative promotional strategies. 

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 are expected to be in class.

• Students will arrive for class on time. Consistent late arrival will impact your final class participation grade.

• Rudeness and disrespectful conduct will not be tolerated.

• Cell phones should not be used in the classroom.

• Any student caught plagiarizing or cheating will receive a failing grade in this course.

Grading Criteria

Grades in this course will consist of:

Two PR case study papers and presentations	20%
PR campaign project/report/presentation	40%
Two multiple choice online tests over textbook and online reading	20%
One news release	10%
Participation	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.

Attendance

Regular attendance is class is required if the student is to do well in the course. If a student has not attended class by the Census Date, they will be automatically dropped from the course; this is called an Administrative Drop. 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.

If you are ill, you suspect that you are ill or you have been exposed to someone who might be ill, you should attend via Zoom. I will work with students to accomodate circumstances related to COVID, so please let me know what you are going through. Attendance will be taken at our in-class meetings but it will NOT count toward your grade.

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

Major Assignment Instructions

Case Study Papers/Presentations

You will research the use of public relations in two distinct situations. You may use a case mentioned in your textbook, found online, etc. Your first case study will focus on a PR campaign that you judge as effective. Your second case study will focus on the use of public relations in a crisis situation.

For each case study, you will prepare a 1-2 page paper (12-point font, double-spaced) and will present your findings to the class. PowerPoint may be used during your presentation but it is not mandatory. Your paper must cite two distinct sources of information (in addition to your textbook). Mention these sources in the body of your paper and include a reference section at the end of your paper in MLA or APA style. Submit your paper to the appropriate drop box.

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, personal, 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:

• Prepare a 3-5 minute presentation on your research and what you learned, etc.

• You may use two notecards but do not read to the class… talk to us.

• You may use a PowerPoint presentation but it is not required.

• Your presentation should cover the material you discuss in your paper.

• You should also be prepared to answer questions from your audience.

News Releases

You will write a news releases for the assigned organization 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 outline in Week 7 online lecture (Writing Your First News Release) and 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 organization. That’s boring. If desirable, these can be worked into the lower half of the 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.

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: http://twitter.com/acmassmedia

The Matney Mass Media Messenger http://acmassmedia.wordpress.com

The Ranger: www.acranger.com

The Ranger on Facebook: http://www.facebook.com/acrangerpaper

The Ranger Twitter: http://twitter.com/instagram.com/acranger

Department website: www.actx.edu/massmedia