Bus 320 Spring 2021
Week 1: Jan 19 and 21: What PR is (and is not) and PR Evolution in History
Course and class introduction
Evolution of PR. Wilcox, chapter 2 and selected material on Moodle
Week 2: Jan 26 and 28: PR Companies and Departments Today, PR Worldwide, Ethics
What is PR? PR departments and firms, PR Worldwide.
Wilcox, chapters 1, 4 and 20 and selected material on Moodle
Assignment of the “Adopt a PR Firm Project”: guidelines
Ethics and Professionalism, Wilcox, chapter 3
Week 3: Feb 2 and 4: Research and Program Planning
Research. Wilcox, chapter 5 and selected material on Moodle
In-class discussion of case study: Wilcox pp. 142-43
Program Planning. Wilcox, chapter 6 and selected material on Moodle
Week 4: Feb 9 and 11: Program Planning (cont’d), Evaluation
Program Planning. Wilcox, chapter 6
Evaluation. Wilcox, chapter 8
Assignment of the Program Plan Project
Week 5: Feb 16 and 18: Introduction to Persuasion, Audiences, Public Opinion & Midterm 1
Introduction to Persuasion: the Five-Stage Adoption Process. Wilcox, chapter 7, 178-188 and selected material on Moodle
Midterm 1
Week 6: Feb 23 and 25: Persuasion, Audiences, Public Opinion (cont’d)
Public Opinion, Audiences and Persuasion. Wilcox, chapters 9 and 11 and selected material on Moodle
Week 7: March 2 and 4: Trust and Reputation
Selected material on Moodle
Week 8: March 9 and 11: Spring Break
Week 9: March 16 and 18: Midterm 2
Review for the midterm
Midterm 2
Week 10: March 23 and 25: The Media and Press Releases
Wilcox, chapter 14 and material on Moodle
Week 11: March 30 and April 1: The Media and Press Releases (cont’d) & “Adopt a PR Company” Project
The project is due and presentations are delivered
Press releases due
Week 12: April 6 and 8: Conflict Management
Conflict Management. Wilcox, chapter 10
Week 13: April 13 and 15: Conflict Management (cont’d)
Class discussion and further reading
Week 14: April 20 and 22: Program Plan Presentations
Program Plan presentations due
Week 15: April 27 and 29: Final week of class and Final Exam review
Final exam review