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COMM-2330-002 Introduction to Public Relations
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
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.
(3 sem hrs; 3 lec)
Online Course
Wilcox, D., Cameron, G., Reber, B., & Shin, J. (2013). Think public relations. (2nd ed.). Pearson Education Inc. ISBN: 978-0205857258
Internet access
Note-taking materials
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.
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".
• Rudeness and disrespectful conduct will not be tolerated.
• Any student caught plagiarizing or cheating will receive a failing grade in this course.
Grades in this course will consist of:
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Two PR case study papers |
20% |
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PR campaign project/report |
40% |
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Two multiple choice online tests over textbook and online reading |
20% |
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One news release |
10% |
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Chapter summaries/reflections |
10% |
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TOTAL |
100% |
Grading Scale
A = 90-100
B = 80-89
C = 70-79
D = 60-69
F = 59 or below
Regular participation is class is required if the student is to do well in the course. If a student has not participated in the online 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 online participation.
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.
Regular participation is class is required if the student is to do well in the course. If a student has not participated in the online 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 online participation.
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.
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Tentative Calendar for COMM 2330-002: Introduction to Public Relations Fall 2023
**You will submit a one-page, single-spaced, concise response paper of the material covered the previous week. The summary/reflection essay due dates can be found in the syllabus calendar. Please use one-inch margins and 12-point Times New Roman. Points will be deducted if the paper does not meet the full-page requirement. Do NOT exceed the one-page requirement. In these papers you must include ALL of the following information: 1. Address the key points brought forth in the readings – you will not be able to touch on everything you read. You need to discern the information you deem important. 2. Discuss any concerns or criticisms you have of the reading 3. Relate how this text may be helpful in your studies/research 4. Develop questions for discussion arising from the reading
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Major Assignment Instructions
Weekly Chapter Summaries/Reflections
You will submit a one-page, single spaced, concise summary/reflection of the material covered from the previous week. Please use one-inch margins and 12-point font. Points will be deducted if the paper does not meet the full-page requirement. Do not exceed the one-page requirement.
Case Study Papers/Video 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 via video presentation. 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.
News Releases
You will write a news release 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
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10/22/23 3:17 PM