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JOHN CABOT UNIVERSITY

COURSE CODE: "BUS 320"
COURSE NAME: "Public Relations"
SEMESTER & YEAR: Spring 2022
SYLLABUS

INSTRUCTOR: Michele Favorite
EMAIL: [email protected]
HOURS: TTH 4:30 PM 5:45 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 a quick 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 press/media  releases and relations with the media. Since students in this class will be participating in the Elevator Pitch Competition, our Public Speaking work will involve specific training to this end. The third concentrates on corporate reputation and crisis management. 

Throughout, this course will discuss the increasing importance of ESG (Environment, Social and Governance) issues as they define the changing role of corporations, governments and institutions in society today.  

Special attention will be devoted to the technique of storytelling and students will be expected to be able to create and evaluate a good story, one of the key strategies and techniques used in PR today to promote ideas. people and organizations.

Class readings and discussion will revolve around actual people, issues and 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. Free subscriptions to several media outlets are provided.

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.

 Course Objectives:

1. To understand the role of PR in public and private companies, governments, nonprofit organizations and agencies, in the U.S. and abroad, and to appreciate how the discussion on ESG is affecting these roles.

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, 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. 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.





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, and to appreciate how sustainable capitalism is driving change in society and PR.

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, how they are evolving, and how differently they must be addressed. Management of the media will be an important part of the learning outcomes.  The ability to spot and create a good story is also an expected outcome.

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. 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 TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
How to Avoid a Climate DisasterBill GatesPenguin Random House9780241448304     
Public Relations Strategies and Tactics, 11th editionDenis Wilcox et alPearson9780205960644      
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
PR Plan PresentationStudents will present a PR Plan to the class in the form of a PowerPoint presentation25%
ParticipationStudents' class participation is key to making this class rewarding. Some assignments will graded on the basis of students' oral contribution. Students are expected to come to class prepared to discuss the topic of the day and to be able to contribute to discussion intelligently. Please see Letter Grade Requirements for more details15%
Final ExamThis is a cumulative final exam20%
Homework assignments (some presented orally and others in writing)Case studies, in-class discussions and press releases 10%
   
Adopt a PR Company Project and PresentationStudents will choose a PR company, make contact with a representative from the company, do research on it, and present their findings to the class10%
Elevator PitchAll students will participate in the University's Elevator Pitch competition as an exercise in effective communication10%
Midterm  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:
Attendance Requirements



Two latenesses equal an absence. After three unexcused absences the student will be asked to withdraw from 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

Bus 320 Spring 2022

Week 1: Jan 17:  What PR is (and is not) & PR Evolution in History

Course and class introduction 

The evolution of PR: Wilcox, chapter 2

Assignment of the “Adopt a PR Firm” Project”, due March 15

Week 2: Jan 24: What is PR (cont’d), Working in PR: Departments and Firms, PR Worldwide, Ethics

What is PR, PR departments and firms, PR Worldwide, Career Profiles:

Wilcox, chapters 1, 4 and 20 and selected material on Moodle

Ethics and Professionalism: Wilcox, chapter 3 and other material on Moodle

Week 3: Jan 31: Research and Program Planning

Research: Wilcox, chapter 5 and selected material on Moodle

In-class discussion of Case Activity: Wilcox pp. 142-43

Program Planning: Wilcox, chapter 6 and selected material on Moodle

In-class discussion of Case Activity: Wilcox pp. 161

Week 4: Feb 7: Program Planning (cont’d), Evaluation

Program Planning: Wilcox, chapter 6

Evaluation: Wilcox, chapter 8

Assignment of the Program Plan Project, due April 18

MAKE-UP DAY: FEBRUARY 11

Week 5: Feb 14:  Communication, Persuasion, Audiences, Public Opinion & Public Speaking

Communication: Wilcox, chapter 7 and selected material on Moodle

Public Opinion & Persuasion: Wilcox chapter 9

Storytelling: why it is so effective

Public Speaking: preparation for the Elevator Pitch Competition

MAKE-UP DAY: FEBRUARY 18

Week 6:  Feb 21: Communication, Persuasion, Public Speaking, (cont’d) + Diverse Audiences

Communication, Persuasion, Public Speaking, cont’d.

Storytelling, cont'd.

Diverse Audiences: Wilcox chapter 11

Week 7:  Feb 28:  Trust and Reputation, Corporate Responsibility, ESG

Stretching the boundaries of Corporate Responsibility; Environmental, Social and Governance priorities; the changing role of CEO’s

The Edelman Trust Barometer & selected material on Moodle

Week 8:  Mar 7:  Trust and Reputation, Corporate Responsibility, ESG (cont’d)

Student presentations: Who is your ESG champion and villain? Students will present one example of ESG villain and champion

Selected material on Moodle

Week 9:  Mar 14: Midterm and Presentations 

Midterm

Week 10:  Mar 21:  Spring Break

Week 11:  Mar 28:  The Elevator Pitch & The Media and Press Releases

Wilcox, chapter 14 and material on Moodle

Presentations of Adopt a PR Company project

Unbundling a news story from its origins to the audience

Elevator Pitches are due

Week 12:  Apr 4:  The Media and Press Releases (cont’d)

Press releases are due

Week 13:  Apr 11: Conflict Management  

Conflict Management.  Wilcox, chapter 10

Week 14: Apr 18: Conflict Management (cont’d) & Program Plan Presentations

Program Plan presentations due

Class discussion and further reading

Week 15: Apr 25: Final Exam review

Week 16:  May 2: Final exams