Principles of Public Relations MCOM 2193/15583

Transcription

1 Principles of Public Relations MCOM 2193/15583 Syllabus Fall 2015 Department of Mass Communication College of Liberal Arts University of Central Oklahoma Online: Desire2Learn (D2L) through learn.uco.edu Professor Dr. Sherri Johnson, Ed.D. Office COM 207F Office Hours T/R 7:30 a.m. - 8 a.m.; 11 a.m. -1 p.m. and by appointment Department Office Department Fax Communication The best way to reach me is through or D2L . I check mail frequently. If you would like to meet in person, by phone or through FaceTime or Skype, please let me know. All announcements, including schedule changes, will be posted through News on the D2L course home page. Course Description Principles of Public Relations provides an overview of the public relations profession from its historic beginnings to its contemporary role in society. The course provides a foundation for public relations and for the Strategic Communication sequence by exploring definitions, history, theories, principles, strategic planning, management practices and career possibilities. Prerequisite(s) ENG 1113 and 1213 and sophomore standing or above. Course Text/Supplies/Links 1. Public Relations Strategies & Tactics, 11 th edition (2015), by Dennis L. Wilcox, Glen T. Cameron and Bryan H. Reber. ISBN: This book is available in printed or electronic format at and many other places. For each Module, you should complete the textbook reading assignments before starting related activities and assignments. 2. See Links under the Resources tab on the course home page for related websites. Course Objectives This course is designed to: 1. Define the role and process of the profession. 2. Explain the theoretical foundations, the evolution and history of public relations. 3. Outline and illustrate the use of the four-step process.

2 4. Explain common legal and ethical concerns. 5. Discuss the strengths of public opinion and the factors that influence opinion. 6. Present information about career opportunities. 7. Explain how practitioners influence and interact with internal and external publics, including the media. 8. Describe commonly used communication tools and tactics. Online Orientation If this is your first online course with UCO or if you are unfamiliar with the Desire2Learn system, you should check out the Orientation Module and/or Student Resources on the course home page. D2L help: UCO Information Technology Help Desk: or (405) For after-hours emergencies, use the Report an Emergency option. Class Organization This is a Desire2Learn (D2L) course. Access is available through learn.uco.edu. No in-class meetings are required. Grading All assignments and tests will be submitted through the D2L system. Activities will be graded based on rubrics. Students will have access to all grades/feedback through this system. Assignments a. Tests (5; 50 points each) Each test, except Test 5, will be available for 7 days. Test 5 is available for 4 days during Finals Week. Once you start a test, you will have 2 hours to finish. The tests consist of multiple-choice and short-answer questions and will cover the textbook, related activities and discussions. You can access these through the Modules or Assessments/Quizzes. b. Activities (12; 15 points each) You will be assigned 12 activities related to the Modules. Activities vary and may include analyses, critiques and discussions. Deadlines are at midnight on Mondays, except for the combined assignment (Activities 11-12), which is due at midnight on Wednesday, Dec. 2. You can access these through the Modules or Assessments/Dropbox. c. Bonus (5; 5 points each) You will have the opportunity to complete up to five bonus assignments. Details will be announced as News items on the home page. Class Participation Your success in this class depends on how often you access the course and your ability to meet deadlines. Plan to check the class page at least three times a week. Scheduling regular times to work on the assignments will help you be successful in the course. 2

3 Makeup/Late Work Late Activities will be penalized 5 points per day. No Activities will be accepted after midnight on the last day of class, Dec. 4. Tests will not be accepted late. If you have a personal situation that is affecting your ability to meet deadlines, please contact me. Grade Determination Tests (5) 250 points A % ( points) Activities (12) 180 points B 80-89% ( points) Total 430 points C 70-79% ( points) D 60-69% ( points) F 59% and below (254 or fewer points) Final course points are subject to change, so the final grading scale will be based on the percentages as listed. Student Behavior Students are expected to conduct themselves in a professional and polite manner. You should be able to discuss ideas, share opinions and disagree with one another and/or the instructor without rudeness or personal attacks. Transformative Learning At the University of Central Oklahoma, we help students learn by providing transformative experiences so that they may become productive, creative, ethical and engaged citizens and leaders contributing to the intellectual, cultural, economic and social advancement of the communities they serve. Transformative learning is a holistic process that places students at the center of their own active and reflective learning experiences. All students at UCO will have transformative learning experiences in five core areas: leadership; research, creative and scholarly activities; service learning and civic engagement; global and cultural competencies; and health and wellness. Central Six Discipline Knowledge, Leadership, Problem Solving, Service Learning & Civic Engagement, Global and Cultural Awareness and Health & Wellness. This course engages students in critical thinking skills vital to Problem Solving & Civic Engagement. This course also meets the requirements of Discipline Knowledge through students completion of activities under the guidance of the instructor. The professor retains the right to amend the syllabus, including the assignment schedule, at any time. The contents of this syllabus are subject to revision 24 hours a day, seven days a week throughout the semester. Changes, if any, will be announced through News on the D2L course home page. 3

4 Modules Orientation (opens Aug. 17) Module 1 Terms & Definitions (opens Aug. 17) Chapter 1: What is Public Relations? Chapter 2: The Evolution of Public Relations Chapter 4: Public Relations Departments & Firms Activity 1: PR Pioneers due Aug. 24 Special Topic: From Student to PR Practitioner Activity 2: Personality Quiz due Aug. 31 Test 1 (Sept. 1 Sept. 7) covers Module 1 Module 2 Planning (opens Sept. 1) Chapter 5: Research Chapter 6: Program Planning Activity 3: Social Media Research due Sept. 14 Special Topic: The Four-Step Process Activity 4: Program Plan Writing due Sept. 21 Module 3 Communicating (opens Sept. 22) Chapter 7: Communication Chapter 8: Evaluation Chapter 9: Public Opinion & Persuasion Activity 5: Persuasion due Sept. 28 Special Topic: Writing Activity 6: News Release Critique due Oct. 5 Test 2 (Oct. 6 Oct. 12) covers Modules 2 & 3 Module 4 Diversity & Legal Issues (opens Oct. 6) Chapter 3: Ethics & Professionalism Chapter 10: Conflict Management Chapter 11: Reaching Diverse Audiences Chapter 12: Public Relations & the Law Activity 7: Conflict due Oct. 19 Special Topic: Ethics Activity 8: Ethics in PR due Oct. 26 Test 3 (Oct. 27 Nov. 2) covers Module 4 Module 5 Building Skills (opens Oct. 27) Chapter 13: The Internet & Social Media Chapter 14: Preparing Materials for Mass Media Chapter 15: Radio & Television Chapter 16: Meetings & Events Activity 9: Spokespersons due Nov. 9 Special Topic: Social Media Activity 10: Social Media Analysis due Nov. 16 Test 4 (Nov. 17 Nov. 23) covers Module 5 4

5 Module 6 Career Opportunities (opens Nov. 17) Chapter 17: Corporations Chapter 18: Entertainment, Sports & Tourism Chapter 19: Politics & Government Chapter 20: Global Public Relations Chapter 21: Nonprofit, Health & Education Special Topic: Internships Activities 11 & 12: Job Description Analysis due Dec. 2 Test 5 (Dec. 7-10) covers Module 6 Department of Mass Communication Policies Fall 2015 College of Liberal Arts University of Central Oklahoma Departmental Phone: (405) Website: UCentral Student Media has an app! Go to itunes to download it for free! Follow the department Twitter Like the UCO - Department of Mass Communication Facebook Page! MCOM Majors The department, the college, and the university utilize the UCO address assigned to each UCO student. Official information will be ed through the UCO system. Students have the option of forwarding their UCO to a personal account if preferred. For information, go to If students do not check their UCO , they risk missing vital information. If you do not use your UCO account, please forward your UCO to an account you check frequently. Student Advisement MCOM has two Student Success Advisors for MCOM majors. Each student is responsible for seeking advisement information each semester in order to graduate in a timely manner. Ms. Heather Peck o Office: COM 103 A o Phone: o hpeck3@uco.edu Mr. Gary Parsons o Office: COM 103 o Phone: o gparsons2@uco.edu UCentral Student Media: UCentral is the student media network at the University of Central Oklahoma, featuring traditional media (television, radio, newspaper) and new media (web, netcasts, social networking) created by students majoring in professional media. UCentral is located within the Mass Communication Department on the campus of UCO. Fall Events Monday, August 17: First Day of Fall Classes! Monday, September 7: Labor Day Friday, September 25: TEDxUCO, 9:00am-4:00pm, Constitution Hall, UCO@125 Event Friday, October 2: Strategic Communications Fusion Conference Wednesday-Thursday, October 7-8: Media Ethics Conference: Reporting & Living Through Life-Changing Stories Thursday-Friday, October 15-16: Fall Break Thursday, October 22: UCO@125 End of Year Gala Saturday, November 7: Homecoming Football Game Wednesday-Sunday, November 25-29: Thanksgiving Break Monday-Friday, December 7-11: Finals Week Saturday, December 12: Graduation (Probable date for MCOM/CLA Graduation Ceremony) Grade Information 5

6 Grades Submitted by Faculty Grades Posted to Transcript, Available to Students after 5:00pm Undergraduate Degrees Posted on Transcripts, Available to Students 16-Week Session: Aug 17-Dec 11 Block I: Aug 17-Oct 7 Block II: Oct 8-Dec 11 No Later than Noon on No Later than Noon on No Later than Noon on December 15 October 12 December 15 December 15 October 12 December 15 December 18 December 18 December 18 Expectation of Work Full-time college students are expected to spend approximately 40 hours each week in class attendance and study outside of class. According to Regents policy, for each hour in class a student is expected to spend two (2) to three (3) hours studying for the class (OSRHE II-2-34). For each three-credit hour course, the Regents expect students to study/prepare 6-9 hours per week. UCO Student Code of Conduct Students are responsible for all information in the Student Code of Conduct This can be accessed on the Student Affairs Publications website at ACADEMIC DISHONESTY AND PLAGIARISM: The UCO Student Code of Conduct describes Academic Dishonesty and outlines the steps for disciplinary action in the Guidelines for Alleged Academic Dishonesty. This information can be found in Section III, C, 3 & 4. Academic dishonesty: Includes but is not limited to the giving and taking of improper assistance in examinations and assignments; not adhering to correct procedures for identification of sources in reports and essays and all creative endeavors; intentional misrepresentation; cheating; plagiarism; and unauthorized possession of examinations. The UCO Student Code of Conduct provides further details. Additionally, any work submitted as an assignment for one class may not be submitted for credit in another class, without prior permission of the professor. Any work so submitted will receive an automatic "0." Plagiarism: When a student submits any assignment for a course (written, oral, videotape, audiotape, photograph or Web Site), the student will submit entirely original work or will properly cite all sources utilized in the preparation of the assignment. Without proper citation, the student is guilty of plagiarism, which is not tolerated at UCO. As a student, you are responsible for understanding what constitutes plagiarism. You should talk to your professor to ensure that you can recognize and avoid all types of plagiarism. Plagiarism occurs in two primary ways: 1. Word-for-word copying, without acknowledgement, of the language or creative work of another person. Having another person complete all or part of your assignment is plagiarism and is clearly forbidden. But, in addition, the student should include NO written, video, audio, or photographic material from an existing source, no matter how brief, without acknowledging the source. When using the written words of an existing source in your assignment, either place the borrowed words in quotation marks or set the quotation aside as a block quotation. Additionally, you must include the citation for the material in your assignment. This applies to even the briefest of phrases if they are truly distinctive. 2. The unacknowledged paraphrasing of an author s ideas. The student should no more take credit for another person s thoughts than for another person s words. Any distinctive, original idea taken from another writer should be credited to its author. If you are not sure whether or not an author s idea is distinctive, you should assume that it is: no fault attaches to overacknowledgement, but under-acknowledgement is plagiarism. Most style manuals (e.g., Publication Manual of the American Psychological Association) provide information concerning how to paraphrase and cite the ideas and writings of existing sources. Students may be dismissed from the university for plagiarism. University guidelines provide a range of disciplinary action dependent upon the severity of the offense including but not limited to: requiring a substitute assignment, awarding a reduced grade, awarding a failing grade for the assignment, awarding a failing grade for the course, or expelling the student from the university. Acknowledging that instances of plagiarism may range from minor to severe, the Department of Mass Communication allows the course professor to determine the severity and the disciplinary action for the first instance of plagiarism committed by a student in the professor s course. However, if that student commits plagiarism a second time in the course, departmental policy requires that the student receive both a failing grade ( F ) for the course and a referral to the UCO Student Conduct Officer. Students should make sure they understand professor expectations for sources and content to be cited. Turnitin.com Plagiarism Syllabus Statement: UCO subscribes to the Turnitin.com plagiarism prevention service. Students agree that by taking this course, all required assignments may be subject to submission for textual similarity review to Turnitin.com for the detection of plagiarism. All submitted assignments will be included as source documents in the Turnitin.com restricted access reference database for the purpose of detecting plagiarism of such assignments. Use of the Turnitin.com service is subject to the Terms and Conditions of Use posted on the Turnitin.com website. Turnitin.com is just one of various plagiarism prevention tools and methods which may be utilized by your faculty instructor during the terms of the semesters. In the UCO Student Handbook, there is a process for contesting any plagiarism allegations against you. ADA Statement Regarding Special Accommodations: The University of Central Oklahoma complies with Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act of Students with disabilities who need special accommodations must contact Sharla Weathers, B.S., C.S.R. in Disability Support Services [sweathers2@uco.edu] in room 309 of the Nigh University Center, (405) It is the student s 6

7 responsibility to contact the instructor as soon as possible after DSS has verified the need for accommodations to ensure that such accommodations are implemented in a timely fashion. Transformative Learning: At the University of Central Oklahoma, we help students learn by providing transformative experiences so that they may become productive, creative, ethical and engaged citizens and leaders contributing to the intellectual, cultural, economic and social advancement of the communities they serve. Transformative learning is a holistic process that places students at the center of their own active and reflective learning experiences. All students at UCO will have transformative learning experiences in five core areas: leadership; research, creative and scholarly activities; service learning and civic engagement; global and cultural competencies; and health and wellness. Class Attendance: (Taken from the Faculty Handbook) The university expects students to regularly attend classes in which they are enrolled. Faculty members are expected to establish specific attendance policies governing their classes. Attendance policies must appear in the course syllabi. Faculty members may require appropriate documentation to verify absences. Students are responsible for work missed due to absences. It is the student s responsibility to initiate a request to make up class work or examinations missed. Individual policies must allow for a reasonable but not unlimited, number of excused absences, for legitimate reasons. Excused absences approved by faculty members should be consistently applied to all students. An excused absence means that an instructor may not penalize the student and must provide a reasonable and timely accommodation or opportunity to make up exams or other course requirements that have an impact on course grade. Excused students should be allowed the same opportunities as students who were present in class. Faculty members are obligated to honor the following circumstances as excused absences: a. travel considered part of the instructional program of the university and requiring absence from class (e.g. field trips, research presentations, etc.); b. invited participation in activities directly and officially sponsored by and in the interest of the university (e.g. athletic teams, debate teams, dance company, etc.); in cases of student athletes, refer to UCO Compliance Policy Manual for Athletics or contact the Faculty Athletic Representative; c. jury duty; d. military obligation (See Appendix K in Faculty Handbook.) e. serious illness, medical condition, pregnant and parenting students rights (as outlined in Title IX), accident, or injury; and f. death or serious illness in immediate family Additional policies for this course are included in the Fall 2015 UCO Student Information Sheet and Syllabus Attachment that can be accessed at 7