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JOHN CABOT UNIVERSITY

COURSE CODE: "BUS 320"
COURSE NAME: "Public Relations"
SEMESTER & YEAR: Summer Session II 2014
SYLLABUS

INSTRUCTOR: Michele Favorite
EMAIL: [email protected]
 HOURS: MTWTH 2:00 PM 3:45 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:
COURSE AIMS:

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.

3. To understand the link between credibility and reputation.

4. To appreciate the ethical considerations involved in PR.

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

5. To understand the legal environments of PR practice.

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

7. To learn how to write effective PR material.


SUMMARY OF COURSE CONTENT:
COURSE AIMS:

Course Description:

This course is divided into four parts. The first is an overview of what Public Relations (PR) is, its historical development and the trends affecting PR today. The second discusses the importance of sound research and the public. The third covers the role of ethics and the law. The fourth concentrates on a “hands-on” approach to PR: analysis of PR cases, planning and conducting a campaign, advertising, publicity and the media, crisis management. Throughout the course, emphasis will be placed on effective writing and presentation skills.

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.

3. To understand the link between credibility and reputation.

4. To appreciate the ethical considerations involved in PR.

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

5. To understand the legal environments of PR practice.

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

7. To learn how to write effective PR material.


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, the different aspects of effective PR (planning,communicating and evaluating), the challenges of crisis management, and to become comfortable with some of the main tools used by PR professionals: press releases, ad campaigns, presentations, crisis management communication, general business communication techniques. Students will be expected to write a PR plan and present it.
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Public Relations Strategies and TacticsDennis Wilcox and Glen CameronPearson978-1292025322      
REQUIRED RESERVED READING:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Public Relations WritingDoug Newsom and Jim HaynesThomson0 534 61296 2  

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Effective press release writingThe press release as one of the key PR tools; the class will discuss in detail how a press release is prepared and used by the media.10%
PR Plan PresentationStudents will present a PR Plan on an assigned topic to the class by using a PowerPoint presentation. Emphasis will be placed on the steps and procedures involved in a PR plan and the effectiveness of the presentation techniques.15%
Crisis Management Plan PresentationStudents will present a plan for the effective management of a hypothetical crisis management situation.15%
ParticipationStudents are expected to come to class prepared to discuss the topic of the day and to contribute to the discussion in an intelligent way. Please see Letter Grade Requirements for more details.15%
MidtermThe midterm will cover the main ideas covered in the first part of the course.20%
Final ExamThis is a cumulative final exam.25%

-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:
COURSE AIMS:

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.

3. To understand the link between credibility and reputation.

4. To appreciate the ethical considerations involved in PR.

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

5. To understand the legal environments of PR practice.

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

7. To learn how to write effective PR material.


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

 Schedule, Summer  2014

 What PR is (and is not)

What is PR? Wilcox, chapter 1.

The evolution of PR in history. Wilcox, chapter 2.

PR and the Corporate World/ Writing: the fundamental skill for PR success

PR departments and firms. Wilcox, chapter 4

PR and the corporation. Wilcox, chapter 17. Skills and attributes for a successful career in PR. Newsom, chapter 1.

PR and Ethics

Ethical considerations in PR. Wilcox, chapter 3.

PR and Ethics: case studies.

PR and Research

The importance of research in PR. Wilcox, chapter 5 and Newsom, chapter 4.

The Conflict management plan and PR plan presentation topics are assigned: the conflict management plan are due in the last week of  class.

Research workshop in the JCU library: librarians will introduce students to effective research methods and explain JCU resources.

Planning and Communication

Planning a PR program. Wilcox, chapter 6.

Effective communication in PR. Wilcox, chapter 7 and Newsom, chapters 5 and 6.

Evaluation and Midterm

Evaluation. Wilcox, chapter 8.

 Midterm.

Communication (cont’d) and the News Release

Midterm review. Communication (cont’d): New technologies, news releases, media alerts and pitch letters. Wilcox, chapters 13-14.

The effective news release: providing news to the media. Newsom, chapter 9.

Persuasion and Diverse Audiences

 Persuasion. Wilcox, chapter 9.

Reaching a Multicultural and Diverse Audience. Wilcox, chapter 11.

Conflict Management

Conflict Management. Wilcox, chapter 10.

Case study

Conflict Management Presentations and Politics and the Government

Conflict Management Plan Presentations.

Politics and the Government

 Guest Lecture and Miscellaneous Activities

 Non Profit Organizations and Global Public Relations

Global Public Relations. Wilcox, chapter 19.

Non Profit Organizations. Wilcox, chapter 20.

PR Plan Presentations

Review for Final Exam

Final Exam