Fall 2017
Week 1: What PR is (and is not) and PR Evolution
Course and class introduction
Evolution of PR. Wilcox, chapter 2
Week 2: PR Companies and Departments Today, PR Worldwide, Ethics
What is PR? PR departments and firms, PR Worldwide. Wilcox, chapters 1, 4 and 20
Ethics and Professionalism, Wilcox, chapter 3
Week 3: Research and Program Planning
Research. Wilcox, chapter 5; Newsom & Haynes, chapter 4
Program Planning. Wilcox, chapter 6
Week 4: Program Planning (cont’d), Evaluation
Program Planning. Wilcox, chapter 6
Evaluation. Wilcox, chapter 8
Guest Speaker/Visit
Week 5: Persuasion, Audiences, Public Opinion
Persuasion: the Five-Stage Adoption Process. Wilcox, chapter 7, 178-188; Gladwell, chapter 6
Public Opinion, Audiences and Persuasion. Wilcox, chapters 9 and 11
Week 6: Writing for PR, Press Releases and Managing the Media
How to write for PR. Newsom & Haynes, chapters 5 and 6; Wilcox, chapter 7, 163-178
Press Releases. Wilcox, chapter 14; Newsom & Haynes, chapter 9
Week 7: Press Releases (cont’d)
Guest speaker/Visit
Week 8: Midterm Week
Review for the midterm
Midterm
Week 9: Public Speaking
Public Speaking and pitches: Newsom & Haynes, chapter 16
Makeup Day: October 27
Week 10: Public Speaking (cont’d)
Week 11: Reputation: What is it, how do you manage it?
Reading material to be distributed in class
Week 12: Conflict Management
Conflict Management. Wilcox, chapter 10
Elevator Pitch Competition
Week 13: Conflict Management (cont’d)
Thanksgiving
Week 14: Final Week and Review
Program Plan presentations and final exam review