PR 99 CONTEMPORARY PUBLIC RELATIONS
Spring 2006, Tuesday-Thursday1:30-2:45 p.m.
Instructor:
Professor
Chris Di Salvo
Office: DBH
204
Office Hours: Tuesdays:
4:30-5:30 p.m and Wednesdays-2:00-3:00 p.m. or by appointment
Phone:
On
campus: (408) 924-3284
Off
campus: (408) 265-0302
FAX: (408) 265-0195
Email: Profeff@aol.com
Required
Text:
Wilcox, Dennis
L., Ault, Phillip H., and Agee, Warren K., Cameron, Glen T. Public Relations Strategies and
Tactics, eighth edition.,
Pearson Education, Inc , 2006.
Recommended
Periodicals:
San
Jose Mercury News
San
Francisco Chronicle
Public
Relations Journal (PRSA)
Communication
World (IABC)
Wall
Street Journal
Course
Objectives:
The primary
purpose of this course is to familiarize students with the basic concepts and
principles of effective public relations. It is the introductory course for the
public relations major and a supplemental course for students in other
disciplines. Upon completion of
this course, students will have a working knowledge of:
- The role and functions of public relations in an industrialized society
- The historical evolution of public relations, career opportunities in the field, and professional/ethics/legal responsibilities.
- An understanding of public relations activity in such diverse areas as corporations counseling firms, social agencies, trade organizations, government, education,
sports, and entertainment.
- The basic process of public relations: research, planning, communication, evaluation, and the use of communication strategies to achieve organizational goals.
- Concepts of public opinion, audience analysis, and persuasion.
- Practical guidelines for utilizing written, spoken, and visual techniques to reach selected audiences.
Course Prerequisites:
There are no
prerequisites for this survey course, however, a student should have a
sophomore or junior standing. It
is an introductory course that not only attracts public relations majors but a
number of majors that may include advertising, journalism, communications,
marketing and business, as well as other fields. Graduate students can use this course as an elective.
Method of Instruction:
The primary
method of instruction is the class lecture. These lectures will be based
primarily on the required text.
However, the instructor will supplement with guest speakers from a
variety of organizations and videos.
Class participation is part of a student's grade. Consequently, students are encouraged
not only to attend class but participate in discussions related to contemporary
public relations strategies and techniques.
Assignments:
Class assignments should enhance the student's skill in writing, interview techniques, library research, speaking, organization and planning, time management, and problem solving. The following assignments
will be given:
- Assigned reading from text.
- Major Paper: A term paper of approximately 10-12 typewritten, double spaced pages on an area of public relations that the student would like to explore more thoroughly or a relevant public relations topic. The paper should include a minimum of
one personal interview and use of pertinent library materials or on-line
research. Each paper should include footnotes and an annotated
bibliography. This paper will be
discussed more fully in class.
Students are required to make a class presentation based upon
their interviews. A schedule of
presentations will be distributed in class. Presentations should last approximately 10 minutes. The presentation is worth 10% of your
total term paper grade.
- Examinations: A
mid-term and a final exam will be given. Questions will be multiple choice or
essay. (Material from class
lectures and handouts, as well as from the text will be utilized.
- Class Participation:
Class participation is encouraged and it is an element in determining
the course grade.
Grading
Criteria:
Student
assignments will be evaluated on the basis of content, clarity of expression,
extent of research, analysis of material, professional appearance and quality
of writing. Emphasis on spelling,
punctuation, and grammar is highly stressed. For example on written assignments, three mechanical errors
will lower the grade one grade level. Assignments are due the date they are
due. Late assignments will not be
accepted unless extreme circumstances are present.
Grading:
The course requirements are structured in such a way that the student's abilities and performance are measured throughout the semester. The instructor has high expectations from each student and
expects the student to act accordingly.
Your final grade
will be based on the following components:
Major
term paper: 100
Midterm 100
Final 150
Total
Points 350
315-350 A
279-314 B
243-278 C
207-242 D
Below207 F
Class
Policies:
1. Academic dishonesty will result in failure per university policy
2. Drops after the drop deadline require serious and compelling reasons,
per university policy.
3. Incompletes will be granted only under extenuating circumstances
beyond the students control, and must be prearranged and documented.
4. Assignments have due dates. No papers accepted after 5 p.m. on the
day due. If you miss class, put assignments in my faculty mailbox in the
main office.
5. Mature, courteous and civil behavior is expected at all times. Repeated
distracting or annoying behavior to the professor or fellow students may
result in the offender being asked to leave the classroom. Please arrive
on time, turn off cell phones and pagers, and restrict eating to outside
the classroom.
AEJMC STUDENT LEARNING OUTCOMES
1. Understand and apply the principles and laws of freedom of speech and press, including the right to dissent, to monitor and criticize power, and to assemble and petition for redress of grievances
2. Demonstrate an understanding of the history and role of professionals and institutions in shaping communications
3. Demonstrate an understanding of the diversity of groups in a global society in relationship to communications
4. Understand concepts and apply theories in the use and presentation of images and information
5. Demonstrate an understanding of professional ethical principles and work ethically in pursuit of truth, accuracy, fairness and diversity
6. Think critically, creatively and independently
7. Conduct research and evaluate information by methods appropriate to the communications professions in which they work
8. Write correctly and clearly in forms and styles appropriate for the communications professions, audiences and purposes they serve
9. Critically evaluate their own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness
10. Apply basic numerical and statistical concepts
11. Apply tools and technologies appropriate for the communications professions in which they work.
Course Schedule:
Jan. 26 Course Introduction
Read Chapter 1 (download PDF of Wilcox Ch. 1 PowerPoint)
Jan. 31 What is Public Relations?
Feb. 2
Feb. 7-9 The
Evolution of Public Relations
- Read Chapter 2 (download PDF of Ch. 2 PowerPoint)
Feb. 14-16 Ethics and Professionalism
- Read Chapter 3 (download PDF of Ch. 3 PowerPoint)
Feb. 21-23 Public Relations Departments and
Firms
- Read Chapter 4 (download PDF of Ch. 4 PowerPoint)
Research
Paper Guidelines
Feb. 28 Research
March 2 - Read Chapter 5 (download PDF of Ch. 5 PowerPoint)
Mar. 7-9 Program
Planning
- Read Chapter 6 (download PDF of Ch. 6 PowerPoint)
Mar. 14-16 Communication
- Read Chapter 7 (download PDF of Ch. 7 PowerPoint)
Mar. 21-23 Evaluation
- Read Chapter 8 (download PDF of Ch. 8 PowerPoint)
April 4 Midterm Review
April 6 Midterm
April 11-13 Public Opinion and Persuasion
- Read Chapter 9 (download PDF of Ch. 9 PowerPoint)
April 18-20 Conflict Management: Dealing with Issues,
Risks, and Crises
- Read Chapter 10 (download PDF of Ch. 10 PowerPoint)
April 25-27 The Audience and How to Reach It
- Read Chapter 11 (download PDF of Ch. 11 PowerPoint)
Presentations
May 2 Public
Relations and the Law
- Read Chapter 12 (download PDF of Ch. 12 PowerPoint)
Presentations
May 4 Term
Paper Due
Presentations
May 9-11 New Technologies
in Public Relations
- Read Chapter 13
Presentations
May 16 Presentations
Last
day of instruction.
Final Exam