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JOHN CABOT UNIVERSITY

COURSE CODE: "BUS 320"
COURSE NAME: "Public Relations"
SEMESTER & YEAR: Fall 2014
SYLLABUS

INSTRUCTOR: Michele Favorite
EMAIL: [email protected]
HOURS: MW 1:30 PM 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 surveys the theory and practice of public relations, examining a model for public relations programming, the principles of public relations writing, and stakeholder/issues management techniques, together with their ethical implications. It distinguishes PR and publicity communication concepts within the framework of the firm’s overall marketing communication strategy and organizational mission. Special topics, such as Marketing Public Relations, Investor Relations, Government Relations, etc., will also be addressed. Students are expected to be able to use primary and secondary research and the information tools of communications professionals.
SUMMARY OF COURSE CONTENT:
COURSE AIMS:

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 examines writing and speaking techniques for effective PR and the different channels of communication. The third concentrates on PR for non-profit and for-profit organizations, and crisis management.  The class will specifically look at examples of companies, such as Wal Mart, Toyota, Lexus, Johnson & Johnson, and many more, to see how PR has been used differently in different situations. Speakers will be invited to the class and, if time allows, we will go off-site to visit organizations and companies.

Course Objectives:

1. To understand the role of PR in public and private companies, nonprofit organizations and agencies.

2. To appreciate the value of PR in solving problems and shaping policy. Specific corporate cases will be examined in depth.

3. To understand the link between credibility and reputation.

4. To appreciate the ethical considerations involved in PR.

5. To recognize the composite nature of today’s publics.

6. To appreciate the communication channels used in PR and how they are evolving.

7. To learn the basics of effective communication, both written and oral.  To this end, students will be asked to participate in John Cabot's Elevator Pitch Competition, which aims at providing a venue for short, persuasive presentations.



LEARNING OUTCOMES:
Students are expected to have reached the objectives of the course. Primarily, the outcome of this course is for students to be able to understand how Public Relations operates, the differences between PR as it is conducted in the U.S. and in other parts of the world and as it applies to for-profit and non-profit organizations, the different elements of effective PR (research, planning,communicating and evaluating), as well as the basics of crisis management.  In addition, students are expected to be familiar with some of the landmark cases of corporate PR  and to be comfortable with some of the main tools used by PR professionals: press releases, ad campaigns, presentations, crisis management communication, general business communication techniques.
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Public Relations Strategies and TacticsDennis Wilcox and Glen CameronPearson978 0 205 62323 5     
Public Relations WritingDoug Newsom and Jim HaynesThomson0 534 61296 2     
REQUIRED RESERVED READING:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
The Tipping PointMalcolm GladwellLittle, Brown and Company978-0-316-31696-5  

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Effective press release writingThe press release as one of the key PR tools: students will write one or more press releases, and will explain how these are used by the media.10%
PR Plan PresentationStudents will present two PR Plans to the class. The first will be a minor project, representing 10% of the grade; the second will be more comprehensive and will count for 20% of the grade.30%
Elevator Pitch CompetitionStudents will be asked to train for and participate in John Cabot's Elevator Pitch Competition. The grade will be based on the quality of the content and presentation techniques10%
ParticipationStudents' class participation is key to making this a fun and rewarding class. 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 details.15%
Final ExamThis is a cumulative final exam.25%
Miscellaneous homework assignmentsStudents will be asked to write short assignments on different topics, including an analysis of the information presented by class guests.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 course
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 Public Relations

Weekly Schedule, Fall 2014

Week 1: What PR is (and is not)

September 1: Review of syllabus. 

September 3: What is PR? Wilcox, chapter 1.

Week 2Evolution, PR Companies and Departments Today, Ethics

September 8:  The Evolution of PR in History. Wilcox, chapter 2.

September 10:  PR departments and firms. Wilcox, chapters 4 and 20.  Ethics and Professionalism, Wilcox, chapter 3.

Week 3: Writing and Speaking: the Fundamental Skills for PR

September 15: How to write for PR.  Newsom and Haynes, chapters 5 and 6. Wilcox, chapter 7, 163-178.

September 17: Public Speaking and the Elevator Pitch Competition.  Newsom and Haynes, chapter 16.

Week 4: Research and Program Planning

September 22:  Research. Wilcox, chapter 5.

September 24:  Program Planning. Wilcox, chapter 6.

Week 5: Persuasion

September 29: Persuasion:  the Five-Stage Adoption Process.  Wilcox, chapter 7, 178-188.  Gladwell, 1-133 and 193-216.

October 1:  Public Opinion, Audiences and Persuasion.  Wilcox, chapters 9 and 11.

Week 6:  Evaluation and Press Releases

October 6:  Evaluation. Wilcox, chapter 8.

October 8:  Press Releases.  Wilcox, chapter 14. Newsom and Haynes, chapter 9. 

Week 7:  Corporations vs. Non-Profits

October 13:  Corporations vs. non-profits and PR.  Wilcox, chapters 17 and 21.  Press release due.

October 14:  Guest speaker on non-profits.

Week 8:  Presentation Techniques and Program Plan Presentation

October 20:  Presentation techniques.

October 22:  Presentation of non-profit program plan.

Week 9:  Conflict Management

October 27:  Conflict Management.  Wilcox, chapter 10.

October 29:  Conflict Management, continued.

Week 10:   The Wal Mart Case

November 3:  The Wal Mart Case

November 5:  The Wal Mart Case

Week 11:  The Internet, Social Media and Radio and Television

November 10:  The Internet and Social Media.  Wilcox, chapter 13.

November 12:  Radio and Television.  Wilcox, chapter 15.

Week 12: Program Planning Recap and Presentations

November 17:  Program Planning Recap

November 18:  Guest speaker

Week 13:  Program Planning Presentations

November 24:  Program Planning Presentations

November 26:  Program Planning Presentations

Week 14:  Review

December 1 and 3:  Review for final exam