Communication 305 - Public Relations
Winter 2006
CRN# 15434 – TTH 8:15-10:25 a.m. – AE 105
Professor: Donna Simmons, Ph.D.
Tele: 661-654-6232
E-Mail:
Office: BDC 224
Office Hours: T&TH 10:30-1:00 p.m. or by appointment
Course Website: www.csub.edu/~dsimmons2
Description
The goal of this course is to provide you with an understanding of the nature of the profession and practice of public relations. This course covers (1) the development and history of the public relations profession, (2) major theories that inform public relations, (3) the role and position of public relations in the organization, (4) how and where public relations is practiced in contemporary society, (5) the four-step process of public relations, (6) the skills and requirements for success in the profession, and (7) ethical implications and legal issues for public relations practitioners.
Prerequisite
The prerequisite for this course is Comm 206. If you have not taken Comm 206, you will be dropped from the course.
Text
Title: Public Relations: The Profession and the Practice
Authors: Lattimore, D.; Baskin, O.; Heiman, S.; Toth, E.; and VanLeuven, J.
ISBN: 0072935316
Year: 2004
Publisher: McGraw Hill
NOTE: CD-ROM not required
Objectives
After completing the readings and assignments for this course and participating in class discussions, students will be able to
- identify prominent historical figures and events in public relations,
- define public relations and describe where and how it is practiced,
- identify the basic skills and abilities required of public relations professionals,
- apply an ethical standard to the practice of public relations,
- list and give a basic definition of the four steps in the process of public relations,
- apply a basic theory of public relations to a public relations environment,
- write public relations goals and objectives, and
- write a basic, standard news release.
Policies
4
Etiquette: Several courtesy considerations will enhance the class environment. These include:
- Cell Phones and Pagers: Either turn them off in class or put them on vibrate.
- Other Electronic Equipment: Please do not use IPods, Blackberries, or any other electronic equipment in class. The ONLY exception is if you use a computer to take class notes.
- Respect for Diversity and Diverse Opinions: A college community is a place in which ALL should feel respected and valued, whatever their background and beliefs. Tolerance and respect in class and on campus are vital to the educational mission of the university.
- Respect for Others: Being on time and being prepared for class reflect a respect for the time and efforts of others. In addition, arriving late and leaving early from class is disruptive and suggests a lack of concern and consideration for others. If you are going to be late, please consider whether you should attend the class. If you must leave early, please consider whether you should attend the class.
Readings: You are expected to complete the assigned readings PRIOR to class to be prepared for class discussions. Also, please note: we will NOT cover everything included in the exams during class so it is important to keep up on your reading assignments.
Attendance: Attendance is expected and required. You are also expected to actively attend and participate in class exercises and discussions. A pattern of missed classes and consistently late arrival to class or consistent departure before the end of class will result in the lowering of your final grade for the class. NOTE: You are responsible for information provided in class, even if you are not in class. If you have to miss a class, check with a classmate regarding announcements or changes and/or look for announcements on the course web page.
Late Papers/Assignments: Grades for late papers/assignments will be lowered by 2 points for each calendar day the paper/assignment is late. Late papers will not be accepted in class. Late papers/assignments must be turned in to the department assistant, Tina Giblin, in BDC 248. She must date stamp it and put it in my mail box.
Plagiarism and Academic Integrity: The CSUB Bulletin (2003-2005) states (page 57) “the principles of truth and integrity are recognized as fundamental to a community of teachers and scholars.” By becoming a student at CSUB you enter this community. Two ways you can weaken and hurt this community are ACADEMIC DISHONESTY (CHEATING) and PLAGIARISM. The catalog defines cheating as “fraud and deception to improve a grade or obtain course credit.” Plagiarism is copying others’ work and/or using their ideas or language and claiming it as your own intentionally or unintentionally. Plagiarism is using word-for-word or almost word-for-word language from a book or web site or other source without using quotation marks (if in a written document) and giving credit to the original author or making changes to the wording without giving credit to the original author. Whenever you use the original ideas of others without giving them credit, both verbally and in writing, you are plagiarizing. Plagiarism is also taking material from the internet or using papers other people have written as one’s own work. Plagiarism will result in a failing grade for the assignment, perhaps failing the class, and can result in dismissal from the university. It is your responsibility to read and abide by the university policy on Academic Integrity. Please read this section in the university catalog (page 57-58) carefully. It protects the integrity of the university and the integrity of your education.
E-mail: CSUB’s policy is that students may only use their RUNNERMAIL address to communicate with professors. So, I will only send e-mail to you using your RUNNERMAIL address to send you announcements and other communication. Do not send me e-mail using Yahoo, Hotmail, Roadrunner or any other e-mail account as I will not open them. I will NOT accept assignments via E-Mail unless I specifically designate an assignment to be sent to me that way. If you are not in class and must turn in an assignment outside of class, you must turn it in to the department office. See Late Papers/Assignments above.
Course Assignments and Grading
Research Assignment / 20 / 6.5%
News Release #1 / 20 / 6.5%
News Release #2 / 20 / 6.5%
Midterm, Chs 1-8 / 60 / 20%
Final / 50 / 17%
Interview & Theory Paper / 60 / 20%
Group Chapter Presentation / 50 / 17%
Attendance/Participation / 20 / 6.5%
Total Points Possible / 300
COURSE GRADE SCALE
Grades for assignments and the final grade for the course will be based on the following standard grading scale, except for class involvement/participation. See explanation above for points for class involvement/participation on page 2 under "policies."
A = 95-100% A- = 90-94% B+ = 87-89% B = 83-86% B- = 80-82% C+ = 77-79%
C = 73-76% C- = 70-72% D+ = 67-69% D = 63-66% D- = 60-62% F = 0-59%
Class Attendance/Participation. Your participation/involvement grade in the class will be based on attendance and your active participation in class discussions, small group assignments, case studies, and other in-class activities.
Attendance: Participation:
Excellent - 2 or fewer absences (10 points) Excellent (10 points)
Good - 3-4 absences (8 points) Good (8 points)
Satisfactory - 4-5 absences (6 points) Satisfactory (6 points)
Poor - 6 or more absences (1 point) Poor (1 point)
NOTE: It is your responsibility to make sure you sign the roll sheet during each class. If you forget to sign the roll sheet, you will not receive credit for attending that class.
Course Calendar
(subject to change)
Date/Week Reading Due
Week 1
1/3 Overview & Nature of Public Relations
1/5 History of Public Relations Chs 1 & 2
Week 2
1/10 Publics in Public Relations and PR Theories Ch 3
1/12 PR Theories
Discussion of Interview & Theory Paper Assignment
Week 3
1/17 Legal and Ethical Considerations Ch 4
1/19 Intro to 4-Step Process of PR & Research Ch 5
Week 4
1/24 Research (cont'd) - Research Assignment Due
1/26 Planning (Strategies and Objectives) Ch 6
Interview Scheduled and Interview Questions Due
Week 5
1/31 Communication (Developing & Executing Tactics) Ch 7
2/2 Evaluation Ch 8
News Release Writing & Discussion of News Release Assignments
Week 6
2/7 Midterm (Chapters 1-8, Lectures, Exercises)
2/9 News Release #1 Due
Week 7
2/14 Chapter Presentations:
Ch 9: Media Relations Ch 9
Ch 10: Employee Communication Ch 10
2/16 Chapter Presentations:
Ch 11: Community Relations Ch 11
Ch 12: Consumer Relations and Marketing Ch 12
Week 8
2/21 Chapter Presentations:
Ch 13: Financial Relations Ch 13
Ch 14: Public Affairs Ch 14
2/23 Chapter Presentations:
Ch 15: Nonprofit Public Relations Ch 15
Ch 16: Corporate Public Relations Ch 16
Week 9
2/28 Panel of Public Relations Professionals
3/2 Emerging Trends in Public Relations Ch 17
News Release #2 Due
Week 10
3/7 Interview and Theory Paper Due – You will give a brief informal presentation describing what you learned in your interview.
3/9 Crisis Communications, IMC, Branding & The Internet: Hot Areas in PR
Review for Final
FINAL – Thursday, March 16, 8:00-10:30 a.m.4