Course Syllabus

JOHN CABOT UNIVERSITY

COURSE CODE: "BUS 320"
COURSE NAME: "Public Relations"
SEMESTER & YEAR: Spring 2020

SYLLABUS

INSTRUCTOR: Michele Favorite
EMAIL: [email protected]
HOURS: TTH 1:30-2:45 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS:
PREREQUISITES: Prerequisites: Junior Standing, EN 110 with a grade of C or above
OFFICE HOURS:

COURSE DESCRIPTION:
This course introduces students to the importance of Public Relations and familiarizes them with effective PR tactics and strategies in a rapidly changing world scenario. Special attention is devoted to persuasion techniques, the changing role of the media and the complex nature of comprehensive PR plans. The class benefits from guest lectures from professionals and experts.

SUMMARY OF COURSE CONTENT:

Course Description:

This course is divided into three main parts. The first is an overview of what Public Relations (PR) is, its historical development, the trends affecting PR today and how PR companies and departments work. The second discusses the key elements of PR work: research, planning, communication, evaluation and persuasion. (This second part includes writing and speaking techniques that are essential for effective PR); considerable emphasis is given to the media. The third concentrates on corporate reputation and crisis management. We will take a hands-on approach and immerse ourselves in real-world issues.

Inevitably, crisis management will take on an important role throughout the course: what is the relationship between PR and the pandemic in terms of tone, content, audiences, strategies, objectives, media? A second theme that we will devote considerable time to this semester are the US presidential elections and how PR plays an important role in them.

Class readings and discussion will revolve around actual people, issues, companies which are shaping the world of PR in the US and abroad. This means that students are expected to read newspapers, magazines and journals and to be generally up to date on what's happening in PR. Please don’t rely on social media as your key source of news and analysis.

Class discussion is an important part of the course and contributions from students who typically have very diverse backgrounds is enriching for all involved. Class participation is therefore a must. From past experience, students who miss more than 3-4 classes have a hard time passing the course.

Course Objectives:

1. To understand the role of PR in public and private companies, nonprofit organizations and agencies, in the U.S. and abroad. Specifically, in Spring 2020 students are expected to understand the strategic role of PR during the Covid-19 pandemic and during the U.S. presidential elections.

2. To appreciate the value of PR in solving problems and shaping policy.

3. To understand the link between credibility and reputation, and how the concept of reputation is evolving.

4. To appreciate the ethical considerations involved in PR.

5. To recognize the composite nature of today’s publics and the challenges they pose for PR practitioners.

6.To be familiar with the communication channels used in PR, how they are evolving, and how differently they must be addressed.Management of the media will be an important part of the learning outcomes.

7. To learn the basics of effective communication, both written and oral. Students will be expected to know how to write a press release and adapt it to different media in different countries. Students will participate in John Cabot's Elevator Pitch Competition, which aims at providing a venue for short, persuasive presentations, and will be expected to have mastered the fundamentals of effective Public Speaking.

8. To understand the principles of crisis management and how crises can be turned into opportunities.

9.To understand the importance of research in PR.

10.To learn how to distinguish the key characteristics which help evaluate a PR plan.

11. To understand the bases of persuasion.

LEARNING OUTCOMES:

LEARNING OUTCOMES:
Learning Outcomes:

1. To understand the role of PR in public and private companies, nonprofit organizations and agencies, in the U.S. and abroad. An underlying outcome will relate to the role of PR during the Covid-19 pandemic and the U.S. presidential elections.

2. To appreciate the value of PR in solving problems and shaping policy.

3. To understand the link between credibility and reputation, and how the concept of reputation is evolving.

4. To appreciate the ethical considerations involved in PR.

5. To recognize the composite nature of today’s publics and the challenges they pose for PR practitioners.

6.To appreciate the communication channels used in PR and how they are evolving; the new role of social and unfiltered media and the challenges they pose.

7. To learn the basics of effective communication, both written and oral. Students will be expected to know how to write a press release and adapt it to different media and audiences.

8. To understand the principles of crisis management and how crises can be turned into opportunities. The role of apologies will be discussed at length.

9.To understand the importance of research in PR.

10.To learn how to distinguish the key characteristics which help evaluate a PR plan.

11. To understand the bases of persuasion.

TEXTBOOK:

Book Title	Author	Publisher	ISBN number	Library Call Number	Comments	Format	Local Bookstore	Online Purchase
Public Relations Strategies and Tactics, 11th edition	Dennis Wilcox et al	Pearson	9780205960644
Public Relations Strategies and Tactics, 11th edition	Dennis Wilcox et al	Pearson	9780205960644

REQUIRED RESERVED READING:

NONE

RECOMMENDED RESERVED READING:

NONE

GRADING POLICY
-ASSESSMENT METHODS:

Assignment	Guidelines	Weight
PR Plan Presentation	Students will present a PR Plan to the class in the form of a PowerPoint presentation at the end of the course	20%
Participation	Students' class participation is key to making this a fun and rewarding class. Students are expected to come to class ready to present the topic of the day and discuss it intelligently. Typically, students who miss more than 3-4 classes have difficulty passing the course.	15%
Final Exam	This is a cumulative final exam	25%
Press releases and homework assignments	Students will be graded on press releases and other assignments	20%
Midterm 1		10%
Midterm 2		10%

-ASSESSMENT CRITERIA:
AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the cou
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
DThis level of performances demonstrates that the student lacks a coherent grasp of the material.Important information is omitted and irrelevant points included.In effect, the student has barely done enough to persuade the instructor that s/he should not fail.
FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.

-ATTENDANCE REQUIREMENTS:
Students who make more than 3-4 absences tend to fail the class.

ACADEMIC HONESTY
As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.

STUDENTS WITH LEARNING OR OTHER DISABILITIES
John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy.

SCHEDULE

Fall 2020

-Week 1, Sep 21-25: What PR is (and is not) and PR Evolution in History

Course and class introduction; What is the relationship between PR and the Covid-19 pandemic?

Evolution of PR. Wilcox, chapter 2

-Week 2, Sep 28-Oct 2:PR Companies and Departments Today,PR Worldwide, Ethics

What is PR? PR departments and firms, PR Worldwide. What is the relationship between PR and the Covid-19 pandemic? Wilcox, chapters 1, 4 and 20

Ethics and Professionalism. Wilcox, chapter 3

-Week 3, Oct 5-9: Research and Program Planning

Research. Wilcox, chapter 5

Program Planning. Wilcox, chapter 6

-Week 4, Oct 12-16: Program Planning (cont’d), Evaluation

Program Planning. Wilcox, chapter 6

Evaluation. Wilcox, chapter 8

-Week 5, Oct 19-23: Persuasion, Audiences, Public Opinion

Midterm 1

Persuasion:the Five-Stage Adoption Process.Wilcox, chapter 7: 178-188

Public Opinion, Audiences and Persuasion.Wilcox, chapters 9 and 11

-Week 6, Oct 26-30: Managing the Media and Press Releases

The Media: what it is and how to manage it.Wilcox, chapter 14

-Week 7, Nov 2-6: The Media (cont’d), Public Opinion, Persuasion, Communication & the U.S. Presidential Elections

PR and the U.S. Presidential Elections

Public Opinion, Persuasion and Communication.Wilcox, chapters 7 and 9.

-Week 8, Nov 9-13: Reputation What is it, how do you manage it?

You will find an ample selection of uploaded reading material.

-Week 9, Nov 16-20:Midterm Review and Midterm

This week will be devoted to a review of all the material we covered since our last midterm and to the midterm itself.

-Week 10, Nov 23-27: Conflict Management

Wilcox, chapter 10.

As we think of conflict, let’s not only consider the traditional meaning of the phrase as it affects corporations, but let’s think of it also in terms of the potential conflict and disruption that can be caused by unexpected far-reaching global issues such as the Coronavirus. We are living through an extraordinary time: let’s analyze it from a PR perspective

-Week 11, Nov 30-Dec 4: Conflict Management (cont’d) and review for PR Plans

-Week 12: Dec 7-11: PR Plan Presentations and Review for Final Exam

-Week 13, Dec 11-14: Final Exams

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