PR 428: The Social, Legal and Ethical Foundations of Strategic Public Relations
4 Units
Twitter Hash Tag: #USCPR428
Spring 2017: Mondays, 6:30 p.m. – 9:50 p.m.
Section:21256
Location: ANN 210
Instructor: Michelle Sherman
Office Hours:By Appointment on Mondays immediately prior to class; or other mutually scheduled times.
Contact Info: ; 818-730-5996 (cell)
I.Course Description
Public Relations 428 provides an applied, working understanding of the interconnecting legal, ethical and social responsibilities affecting the contemporary practice of public relations. This course explores principles and concepts of legal, ethical and social issues that a PR professional may encounter during their career.
II. Overall Learning Objectives and Assessment
The course is intended to:
- Help students understand fundamental U.S. legal concepts in media and communications
- Enable students to develop an understanding of principles of moral reasoning and ethical problem-solving/decision-making
- Offer experiential and reflective opportunities for students to explore their personal values and ethical perspectives
- Examine concepts related to social responsibility programs, and provide an opportunity to develop social media/marketing recommendations
III. Description of Assignments
- Class discussion and interactive/experiential exercises
- Interaction with guest lecturers
- Supplemental learning through readings/multimedia presentations beyond the texts
- Written assignments, including reflective writings and papers
- Periodic pop quizzes on course reading to encourage preparation before the class sessions and more engaged classroom discussions
IV. Grading
a. Breakdown of Grade
Following is a breakdown of the contributions made to the final grade by each assignment.
Assignment / % of GradePresentation of news articles (2) / 10
Short 2-4 page papers (2) / 15
Pop Quizzes (3) / 5
Mid Term / 25
Non-profit pitch to business for CSR money / 5
Final Paper / 30
Class Discussion/Participation / 10
TOTAL / 100%
b. Grading Scale
95 to 100: A / 70 to less than 75: C+ / 45 to less than 50: D-90 to less than 95: A- / 65 to less than 70: C / 0 to less than 45: F
85 to less than 90: B+ / 60 to less than 65: C-
80 to less than 85: B / 55 to less than 60: D+
75 to less than 80: B- / 50 to less than 55: D
c. Grading Standards
A” Papers/Projects have writing near professional quality; one or no mistakes; clearly proofread and edited material. Paper/project has excellent organization and flow; original thinking. Reflects a thorough understanding of the subject matter as demonstrated by a clear explanation of the subject matter (more than rehashing what is in the course reading), and the ability to apply the subject matter to a hypothetical or fact situation. Also, the paper/project includes one or more references to secondary material outside the course reading.
“B” projects have two to five spelling or grammar mistakes. Correctly sets forth the subject matter and applies correctly to the “asks”/props of the paper or project. Includes some creativity.
“C” projects have more than five errors (spelling or grammar). Poorly edited and/or proofread. Passive rather than active verbs become the norm. Little or no creativity shown. Includes one or more substantive mistakes in stating or applying the subject matter.
“D” projects have more than 10 errors (spelling, grammar). Missed some of the “asks”/props of the assignment – incomplete (i.e. assignment calls for 3 cites to reading and less than that or none are included; assignment includes two different hypothetical fact scenarios, and only one is analyzed; assignment asks for legal test to be applied, and the wrong test if set forth and applied). Needs to work with writing coach.
“F” projects are late (without express permission from instructor in advance) or not turned in.
d.Assignment Submission Policy
Late papers and assignments are not accepted without prior written consent of the professor, and, then, they are only received by the new due date with 5 points minimum deducted from what the number grade would have been if turned in on time.
Assignments must be submitted via email and/or hard copy to the instructor by the beginning of class on their due date. It is preferred that assignments be sent by email to the professor.
V. ASSIGNMENT DESCRIPTIONS
- Presentation of news articles to class (10%): Each student will pick and present on a recent/current “real life” event or issue involving ethical, legal, or social aspects of public relations. The presentation should include 3 questions that the student has prepared to help facilitate a constructive and informative discussion of the issue being covered. Each student will be expected to present on two different articles during the semester.
Example: The VW diesel emissions scandal.
What should be said and done going forward? What PR mistakes did VW make or not make at the beginning of this crisis? What can VW do to try and rebuild its image?
- Short papers (15%): The study of ethics and comprehension of our own standards for moral behavior can be enhanced through self-reflection; you will be asked to write short papers (2-4 pages long): - (1) applying the Potter Box to a personal situation; (2) applying the Potter Box to a PR crisis of a person, business, non-profit or governmental agency that has been reported in the news; and (3) a final paper concerning a communications law issue that we are studying during the semester. There will be 3 assigned papers altogether with the lowest grade being dropped. Students will have the option of not writing one of the three papers, in lieu of having their lowest grade on a short paper dropped.
- Pop Quizzes (5%): In the course of the semester, there will be 3 random, multiple choice or true/false open book exams given at the beginning of class. The pop quiz will include questions concerning the assigned reading for that class. The lowest of these grades will be dropped thereby allowing students to miss without making up one of these pop quizzes or having their lowest grade from a graded pop quiz dropped. If a student misses more than one class in which a pop quiz was given, they are responsible for scheduling a makeup quiz with the professor or otherwise receive a “F” on the missed quiz.
- Mid Term Paper (25%): You will be able to choose from 3-4 different topics, and will be asked to write two blog articles ranging from 500-800 words. You should be prepared to discuss your blog articles in class. The blog articles should demonstrate critical thinking, and apply concepts you have learned in class by analyzing an ethical and/or legal challenge faced by an organization.
- Non-profit pitch to business for CSR dollars (5%): Tying together what students have learned from examining ethical issues in the context of personal situations and business, each student will be asked to pick a non-profit of their choosing that they believe would be a good strategic corporate social responsibility (“CSR”) match for a business that has had some PR issue in the last 6 months before the class presentation. Each student will prepare a visual aid presentation and present for up to 6 minutes to the class. Their audience for the CSR pitch is the business with the PR crisis. At the end of all presentations, students will vote on who they would give their $200 in CSR poker chips. The student receiving the most chips will receive an automatic “100” points on their presentation.
- Final Paper (30%): You will be able to choose from 3-4 different topics, and will be asked to write 1 blog article ranging from 1,000 – 1,600 words. The blog article should demonstrate critical thinking, and apply concepts you have learned in class by analyzing an ethical and/or legal challenge faced by an organization.
- Class Discussion/Participation (10%): It is important to attend class and actively participate, since class activities and interaction with peers encourage creative dialogue and diversity of perspective, and help enhance your learning. It is expected that students will come to class having read the assignment(s) and prepared to join class discussions, contributing questions and comments about the materials. Classes begin promptly, so please arrive on time. If you are unable to attend class for some reason, please notify me as soon as possible, and assume personal responsibility for gathering notes from other classmates. At the end of the semester, points will be allocated to students based upon:
Consistent demonstration that they have read the material for scheduled class discussion
Contribution to class discussion; answering questions, asking relevant questions
Demonstrating respect for fellow classmates, guest speakers, and instructor (including appropriate
use of personal technologies during classroom time)
Mature classroom behavior that supports learning
VI. WRITTEN MATERIALS RUBRIC
As PR practitioners, we strive for impeccable quality, and materials will be evaluated against that aspiration. All written materials should represent your best quality work, and reflect proper editing, grammar, spelling, and formatting. Students who struggle with language, grammar, spelling, or writing should meet with the Annenberg School’s designated Writing Coaches (details posted on Blackboard). Written materials will earn points based on overall quality, encompassing: (1) proper organization, style and presentation; (2) appropriate research and citation of sources; (3) demonstration of sound PR judgment; (4) creativity; and (5) timely submission.
VII. RESEARCH AND CITATION
On occasion, you may be asked to prepare materials on topics with which you have little knowledge. Many online resources are available to assist you, and thorough secondary research is encouraged. Please note, however, that the largely subjective nature of “wiki’s” makes them unacceptable resources for this course. Additionally, all public relations writers must learn to create original work, and inappropriate use of existing resources/materials – including failure to provide proper citation, verbatim usage of other materials, presenting existing material as one’s original work, lack of proper citation, and/or similar practices – may be construed as an act of plagiarism, and subject to the university’s disciplinary policy on acts of academic dishonesty (see below).
VIII. Required Readings and Supplementary Materials
Available through online sources, such as Amazon]
- Don Pember and Clay Calvert (19th ed), Mass Media Law, McGraw Hill, ISBN 9780077861421 (available to rent through online sites)
- Additional content from handouts, multimedia/websites, and other sources.
IX. COURSE RESOURCES
- Blackboard – Announcements, assignments, lecture PowerPoint slides, supplemental readings, interim Gradebook scores, and other information will be posted on the site for this class.
X. COURSE SCHEDULE AND OUTLINE
Under each session number there will be an assignment listed. The assignment is intended to be completed before the class session, and will be reviewed as part of the classroom discussion. If there is a written assignment, then it should be completed and emailed to Prof. Sherman before class begins at 6:30 pm.
Session 1: Course Overview & Introductions – January 9
a)Introductions
b)Student expectations and perceptions re. the teaching of ethical behavior
c) Introduction of concepts (e.g. Potter Box model of reasoning)
d)Overview of First Amendment legal issues that will be covered in course,
Review syllabus
Assignments:
a)Read before Session 1 class, the article at this link, and
b)Chap. 2 (pages 62 (beg’g with “Defining the Limits of Freedom of Expression”) - p. 81) in the Mass Media Law textbook (“MML”)
January 16 – Martin Luther King Day – University Holiday - No class
Session 2: Philosophical Foundations of Ethics – January 23
a)Discussion of the application and implications of the Potter Box Model
b)Discussion of the public policies behind the First Amendment, and the strict scrutiny test and when it is applied.
c)Review readings
Assignments (should be completed in advance of Session 2):
a) Come to class with a list of 3 ethical dilemmas you have come across in your personal life; or during the course of an internship or job. We will be using student examples to discuss and apply the Potter Box.
b)
c)Write Short Paper #1 (2-4 pages) on a personal goal that you have for yourself; and include at least 3 citations to the reading, “The Landmines Standing Between You and Your Goal”; J.K. Rowling’s speech at Harvard; or to other articles of your choosing.
d)Supplemental readings posted on Blackboard
Session 3: Industry Codes of Ethics – January 30
a)Review industry codes of ethics and apply them to some PR hypotheticals
Assignments:
a)Write and be prepared to discuss Short Paper #2 (approx.. 2-4 typed pages)
b)For Short Paper #2, pick a situation from your own experience in which you were presented with an ethical dilemma. Describe the situation, how you handled it, and analyze the ethical dilemma by applying the Potter Box Model to it. Your analysis should include applying two different principles/ethical philosophies to your ethical dilemma. Be thorough in your application of the Potter Box – Definition; Values; Principles; and Loyalties – and come to a conclusion based on your application of the Potter Box on what would be the ethical thing for you to have done.
c)Case Studies in Strategic Communications, dealing with activist publics,
d)Review and be prepared to discuss leading industry Codes of Ethics
e)Watch Ted Talk, Why 30 is not the new 20, and be prepared to discuss,
f)Supplemental current readings posted on Blackboard
Session 4: Responsible Advocacy for Nonprofits – February 6
a)The unique ethical challenges and opportunities facing nonprofit organizations
- DNC organization; leaked emails, and pro-Hillary Clinton bias,
- Discuss NAACP Lifetime Achievement Award and Donald Sterling;
b)Discuss shift in industry from corporate responsibility to relevancy.
c)Review readings
Assignments:
a)Read, Corporate Social Responsibility and the Nonprofit Sector,
b)Nonprofit pitch to corporation (classmates) for social responsibility dollars on behalf of non-profit – visual aid of some kind, i.e. power point presentations are required (5% of grade)
c)Supplemental readings posted on Blackboard
Session 5: Ethical Decision Making at Work - February 13
a)Discuss various ethical dilemmas that may come up in the context of a PR or marketing practice
b)Review areas of speech that are not protected by the First Amendment: defamation/slander; obscenity; right to privacy; false and misleading speech.
c)Midterm blog topics will have been posted by February 12, and class time set aside to answer any questions concerning the midterm
Assignments:
a)Mass Media Law: Chapters 4 (pp 149-173) and 13 (pp 503-509 (stop reading at “Child Pornography”); pp 519-530)
b)Supplemental readings posted on Blackboard
February 20 – President’s Day – No class
Session 6: Responsibility, Accountability, and Cultural Considerations in Ethics – February 27
a)To whom (or what) is the individual responsible and/or accountable?
b)The role of whistle blowers in shaping accountability
c)Responsibility/accountability in multi-national organizations
d)Review relevant cases
Assignments:
a)!Manage This! (
b)Overview of federal laws protecting whistleblowers (
c)Work on midterm
d)Supplemental readings posted on Blackboard
Session 7: Commercial Speech –March 6
Midterm Blogs (25%): Midterm Blogs due by 6:30 pm on March 6
a)Review commercial speech and the Central Hudson test.
Assignments:
a)MML (Mass Media Law) – Chapter 15
b)Supplemental readings posted on Blackboard
March13 – Spring recess – No class
Session 8: Legal Issues in PR/Communications I -March 20
a)The legal system
b)Freedom of Information Act and requests for information
c)Citizens United vs. United States
d)Review readings
Assignments:
a)Mass Media Law – Chapters 1 and 9 (pp. 338 – 366)
b)Citizens United explained,
c)Supplemental readings posted on Blackboard
Session 9: Legal Issues in PR/Communications II - March 27
a)Regulations and regulated industries
b)Financial disclosure
c)Laws and regulations affecting digital/social media
d)Invasion of Privacy
e)Review readings
Assignments:
a)Mass Media Law – Chaps. 7 and 8
b)Supplemental readings posted on Blackboard
Session 10: Operations, Ethics, Crisis and Strategic Risk Communication – April 3
Case analyses: GM, WalMart, Chrysler, and BP: The intersection of weak management, poor operations and loose ethics
Assignments:
a)Article about GM internal memo,
b)NY Times story about Foreign Corrupt Practices Act violations by WalMart in Mexico,
c)Chrysler fine for mishandling recalls,
d)Supplemental readings posted on Blackboard
Session 11: Legal Issues in PR/Communications – April 10
a) Copyright infringement and defenses
Assignments:
a)Mass Media Law – Chap. 14 (pp 542-577)
b)Supplemental readings posted on Blackboard
Session 12: Legal Issues/Truth and Transparency– April 17
a)Copyright infringement and defenses (cont’d)
b)Discuss any questions about the Final blog topics which will have been posted on Blackboard by Sunday, April 16
Assignments:
a)Readings posted on Blackboard
Session 13: Legal Issues in PR/Communications– Part III - April 24
a)Social media/Digital Millennium Copyright Act (DMCA); Licensing Content; Blogger Guidelines; Domains & Handles and Employee Communications/Social Media
b)Patents and Trademarks
Assignments:
a) Mass Media Law - - Chap. 14 (pp 535-540)
a)Read posted articles on Blackboard
b)Work on Final
April 29 – May 2 Study Days – No classes
Final Examination Period–Final blog article is due by 9 p.m. on May 8
Important note to students: Be advised that this syllabus is subject to change - and probably will change - based on the progress of the class, news events, and/or guest speaker availability.
XI. Policies and Procedures
LAPTOP POLICY
All undergraduate and graduate Annenberg majors and minors are required to have a PC or Apple laptop that can be used in Annenberg classes. Please refer to the Annenberg Virtual Commonsfor more information. To connect to USC’s Secure Wireless network, please visit USC’s Information Technology Services website.
BAN ON USE OF INTERNET AND SOCIAL MEDIA DURING CLASS
Laptops can be used to take notes during class; review written materials prepared in anticipation of class; present to the class for the CSR presentation; or complete and email pop quizzes. However, no student shall access the internet or social media using any electronic device including their laptops or smart phones. Because of the distraction of surfing the internet and looking at social media during class, more universities are starting to ban laptops completely from the classroom. See, e.g., The Case Against Laptops in the Classroom; . A student who is in violation of this ban will receive an automatic class participation grade of “D” for the class in which she/he is using the internet during class.