Public Relations 192

Case Studies in Strategic Public Relations

Course Syllabus

 

 

Professor:                     Dennis L. Wilcox, Ph.D.

Office:                          DBH110

Phone:                          (408) 924-3243

Email:                           dwilcox@casa.sjsu.edu

Office Hours:                MW:  2 to 3 p.m.

                                    TR:    4:30 to 6 p.m.

                                    Or by Appointment

 

COURSE PREREQUISITES

This course is for students who have successfully completed PR99, Contemporary Public Relations, or its equivalent at another college.  Concurrent enrollment in PR99 and PR192 is NOT permitted.  Candidates for the M.S. degree may take the course with the professor’s permission.

 

COURSE OBJECTIVES

This course is for students who are ready for more rigorous and intense study into the issues and challenges of contemporary public relations practice. At the end of the course, the student should be able to:

  • Write about ideas and concepts in correct, concise, and clear English.
  • Give a clear, well organized presentation to a group using appropriate visual aids, including PowerPoint.
  • Solve problems.  Analyze public relations situations and formulate effective problem-solving solutions.
  • Conduct primary and secondary research.  Conduct productive personal interviews, find books and periodicals in the library, use online databases, and access the Internet to gather information.
  • Synthesize large amounts of information.
  • Apply basic public relations concepts and theory to specific situations.
  • Work in a team to develop a public relations plan.
  • Understand the basics of strategic communication management.
  • Understand and apply the concepts of effective time management.

 

CLASS FORMAT

The case study is the primary mode of instruction.  Students will work through a series of case problems during the semester either by writing problem solutions or making presentations to the class.  The class is a highly interactive seminar group and ALL students are expected to take an active role in class discussion.  Students should be aware that the course has been described as "difficult" and "rigorous" in terms of workload and professor expectations.

Mastering the concepts of effective time management, planning, and research are the key components of "surviving" this course.  On the brighter side, students give the course high marks for developing their research, critical thinking, and problem-solving skills. 

 

REQUIRED TEXT

Guth, David W., and Marsh, Charles.  Adventures in Public Relations:  Case Studies and Critical Thinking.  Boston: Allyn & Bacon,  2005.

 

RECOMMENDED MATERIALS

The following are recommended as basic resources for this course:

 

Associated Press Stylebook.

 

Wall Street Journal, a daily newspaper available on a reduced student subscription rate, and delivered to your home.

 

New York Times.  a daily newspaper with national distribution.

 

PRWeek.  A weekly trade publication.  Available in the Brown Reading Room in DBH or by student subscription.

 

Wilcox & Cameron, Public Relations Strategies & Tactics (either 7E or the new 8E), which is used in PR99.  Also, Wilcox’s Public Relations Writing & Media Techniques (5E), which is used in PR190 and PR191.

 

Other:  A good grammar and style text, such as Elements of Style (White), or When Words Collide (Kessler & McDonald).  In addition, proper footnoting and reference list compilation can be found in Turabian, APA, or Campbell Style guides.

 

ASSIGNMENTS

The following course work is required:

 

Readings

Each chapter in the Guth text begins with an overview of the specific topic.  Students should read this introductory material to gain a framework for understanding the case studies in the chapter.  This material will also provide assistance in answering specific questions about the case study.  In addition, students are expected to read the case problems that are assigned for this particular semester.

 

Written Case Studies

A minimum of 8 papers, each 5-6 pages in length (including page of references) on a case study question provided by  the professor.  The analysis must be word processed on quality paper using a normal, readable font  -- such as Times Roman or Courier.  Each paper must have a minimum of three (3) outside references, of which your assigned textbook cannot be one of these references.  Since 8 papers are required,  you will lose one point from your total course score for each paper you do not write.  For example, if you have written only 5 papers during the semester, your total score will be decreased by 3 points.

 

  • Outside References may include books, magazine articles, newspaper articles, Web sites, personal interviews, government documents, etc.  A list of references MUST be at the end of each paper or you will lose one full grade.  Please see supplemental handout on how to write a paper.

 

  • Grammar/Spelling Errors.  Papers with 3 to 5 errors in grammar, punctuation, or spelling will be lowered one grade.  Papers with 6 or more errors will be lowered two full grades.

 

  • Deadlines.  Papers on a particular case are due the day the case is scheduled.  Written papers are picked up five minutes after the start of the class.  If you arrive after papers have been collected, your paper is considered "late" and will be docked one grade.  Students also have until the beginning of the next class period to submit a late paper for a one-grade reduction.  After that, papers on a particular case problem will NOT be accepted.

 

  • Absence from Class.  If you cannot attend class, the paper due that day must be placed in the professor’s mailbox (DBH105) at least 15 minutes before the start of the class.  The student also can have a fellow classmate submit the paper in class.  Papers handed in under the professor’s door after the class will be considered "late" if the janitor doesn’t throw it away.

 

  • Improving Your Grade.  You can improve your grade in this section by completing more than the required 8 papers.  Only the best 8 grades will be used to tabulate your final grade.

 

Class Presentations

Each student will be scheduled to give two (2) presentations of up to 10 minutes in length, which will give his/her analysis of a case question.  The presentation should be concise, well organized, and MUST use visual aids.  PowerPoint is required but students  -- if they wish – can supplement this with posters, handouts, videotape,etc.  Peer evaluation and the professor’s comments will be used for grading.  Please note that the professor reserves the right to make all final grading decisions in instances involving peer evaluation.

 

  • Absence from Class.  If you are absent on the day of your scheduled presentation, for whatever reason, you will receive an automatic failure for the assignment.  Because of tight scheduling, presentations can’t be rescheduled for another date.  Students with a written doctor’s note, however, will be given every possible consideration.

 

 

 

 

 

Discussant Role

Each student will serve as a discussant two times during the semester.  The purpose of the discussant is to begin class discussion by commenting (up to five minutes)  on a concept/idea that was brought up during another student’s 10-minute presentation.  Discussant comments deal with the content of the talk, not the method of delivery.  The student should reference the speaker’s comments and provide supplemental information on the case.  If the student is absent on the day of his/her scheduled discussant role, this part of the grade can’t be made up. The professor evaluates discussant roles.

 

No Duplication in Assignments

Please note there is NO duplication in completing the above assignments – the written case study, the 10-minute presentation, and the discussant role.  In other words, students cannot submit a written paper if they are also scheduled to do a presentation or a discussant role on the same case study question.

 

Group Presentations

Assigned groups will make a 30-minute presentation outlining a public relations program plan for a specific situation  The four-processes of public relations -- research, action plan, communication, and evaluation  -- must be incorporated into the presentations along with visual aids.

 

The plan presented should include the basic elements:  (l1) brief statement of the situation, (2) goals and objectives, (3) target audiences, (4) strategies, (5) tactics, (6) calendar, (7) budget, and (8) evaluation.  A good outline can be found in Wilcox and Cameron’s Public Relations Strategies & Tactics.

 

Evaluation will be done by the class (peers).  Each team member also will be evaluated by members of the team.  Student teams have the right to drop a group member if he or she consistently fails to attend meetings or do any work   A group’s decision to "fire" a member must be unanimous and submitted in a memo to the professor documenting the reasons for dropping a group member.  An individual dropped from a group fails this part of the course.

 

DROPPING THE COURSE/INCOMPLETES

University policy explicitly states that students cannot drop a course after the first three weeks of the semester unless they show evidence of a "serious and compelling reason"  which can be adequately documented.  Lack of student interest or failing the course are not considered adequate reasons.  Also, students who "drop out" during the course with receive an "F" for the course instead of a "U" (unauthorized withdrawal).   Receiving an Incomplete (I) in this course is not an option   Due to the interactive format of the class and the high emphasis on discussion and oral presentations, the awarding of an "Incomplete" is not practical.

 

 

 

 

GRADING

The course grade is based on the following areas:

Eight written papers & two 10-minute presentations                              70%

Discussant role & class participation                                                      10%

Group presentation                                                                               20%

      (includes 5% for peer evaluation)

 

A maximum of 40 points can be achieved in the class based on the above weighted percentages:

37 to 40           A                                 22 to 24           C

35 to 36           A-                                20 to 21           C-

33 to 34           B+                               18 to 19           D

30 to 32           B                                  16 to 17           D-

28 to 29           B-                                  0 to 15           F

25 to 27           C+

 

EXAMS

There are no exams, given the number of rigorous assignments throughout the semester.

 

HOUSE RULES

  • Plagiarism is a serious offense; the penalty is an "F" on your paper.  If it happens again, you will be reported to judicial affairs.  Don’t steal sentences from other authors, unless you put the comments in quotes and attribute the source.
  • Students should share research and ideas, but write individual papers.  If two or more individual papers are virtual copies of each other, all students involved will receive an "F" on the paper.
  • Be honest in all your academic course work.  Faculty are required to report all infractions to the Office of Judicial Affairs.
  • The classroom door will be closed five minutes after the period begins.  Don’t be late to class because it is disruptive, particularly during a presentation.
  • All cell phones must be turned off in the classroom.
  • No food allowed in the classroom.  Bottles of water are OK.
  • You are responsible for understanding the policies and procedures about add/drops, academic renewal, withdrawal, etc. found in the catalog and on the University Web site.

 

TIPS FOR SURVIVING PR192

  • Attend class regularly (we always discuss forthcoming case problems).
  • Arrive promptly; we usually have a full schedule of presentations.
  • If you are giving a presentation, test your visual aids before class so there isn’t set-up problems and delays during the class period.
  • Get notes from others if absent; the professor hates to repeat himself.
  • Ask questions about upcoming case problems.
  • Participate in a research group.
  • Proofread your work carefully for grammar, spelling, punctuation errors
  • Make sure you answer the question.
  • Set a personal schedule for research and writing – and stick to it.
  • Don’t procrastinate.  Do case assignments on a regular schedule throughout the semester.
  • Prepare for class -- be familiar with the case problem being discussed.
  • Ask the professor for assistance if you are having difficulties and need one-on-one assistance.  That’s why professors have office hours.

 

GOOD LUCK!!!!

 

 

Dlw

8/20/05