San José State University School of Journalism and Mass Communications PR99 Contemporary Public Relations. Fall 2015

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1 San José State University School of Journalism and Mass Communications PR99 Contemporary Public Relations Fall 2015 Instructor: Office Location: Telephone: Office Hours: Class Days/Time: Classroom: Prerequisites: Mathew Cabot, Ph.D., APR DBH M/W 9:30-10:30 a.m.; Wed. 12:30-1:30 p.m. and by appt. (& , chat, Skype, etc.) T/TH 10:30-11:45 Uchida Hall 124 This is a foundation course for the public relations degree program. There is no prerequisite for this course, but students are better prepared for this course if they have already completed English 1A and English 1B (composition) at community college or SJSU. This course is open to all majors, including graduate students. The level of discussion and required assignments are at sophomore or junior level, which matches the composition of the class. Course Description PR 99: CONTEMPORARY PUBLIC RELATIONS (3 units). Principles, evolution, and professional practice of modern public relations. Concepts of planning and executing effective communication strategies, including message design and distribution, for any organization. Course Goals and Student Learning Objectives The School of Journalism and Mass Communications has four overarching Program Learning Objectives (PLOs) for all students in all classes. They are: 1. Demonstrate knowledge of the diversity of groups in a global society in relationship to communications. 2. Demonstrate the ability to think critically, creatively and independently. PR 99 Contemporary Public Relations, Fall 2015 Page 1 of 8

2 3. Write correctly and clearly in forms and styles appropriate for the communications professions, audiences and purposes they serve. 4. Demonstrate the ability to use tools and technologies appropriate for the communications professions in which they work. In PR99, students will work to achieve these goals through Course Learning Outcomes (CLOs). Upon successful completion of this course, students will be able to: CLO1 Demonstrate knowledge regarding the role and function of contemporary public relations in today s society and in the global economy. CLO2 Demonstrate knowledge and understanding of ethical, professional, and legal guidelines that guide today s professional practice. CLO3 Demonstrate knowledge of diverse and multicultural audiences and how to effectively communicate with these groups. CLO4 Demonstrate the ability to identify and analyze current public relations issues using public relations theories and principles. CLO5 Demonstrate knowledge regarding the role and function of a variety of strategic integrated communications tools and technologies in today s digital world. Required Texts/Readings Textbook Wilcox, Dennis, et al. (2013) THINK Public Relations (2nd ed.). New York, NY: Pearson Education. Other Readings The Wall Street Journal Recommended Supplemental Readings PRWeek (www.prweekus.com) Public Relations Tactics (www.prsa.org) Communication World (www.iabc.com) Classroom Protocol To avoid disruptions in the classroom and to foster an atmosphere for learning, the School has established the following classroom policies: All cell phones must be turned off (or set to vibrate) in the classroom. Latecomers may be denied entrance to the classroom. Similarly, do not disrupt the class by leaving early. PR 99 Contemporary Public Relations, Fall 2015 Page 2 of 8

3 Do not schedule work, personal appointments (e.g., doctor s visits), etc., that conflict with class meetings. When in the classroom, please use laptops for classroom-related activities only. Please remove your personal belongings and trash from the classroom after each class. Dropping and Adding Students are responsible for understanding the policies and procedures about add/drop, academic renewal, etc. Refer to the current semester s catalog policies section at for any add/drop deadlines, policies, and procedures section and specific registration information. Late drop policy is available at Students should be aware of the current deadlines and penalties for dropping classes. Assignments and Grading Policy The following course work is required: Readings Chapters from the required textbook will be assigned on a regular basis. Students should pay close attention to the chapter summary and the questions for review and discussion at the end of each chapter in order to master the subject matter. Students have the responsibility for reading chapters and any assigned supplemental materials before the class period in which the chapter will be discussed. For a good discussion, it s important to keep up with the readings and have some opinion about the content. Some chapters are longer than others, so it s a good idea to start reading the assignment at least a day before the class session. Media Briefs You are required to submit two media briefs from current public relations cases found in The Wall Street Journal. These briefs must be typed (3-4 pages) and include the following: (1) facts about the case, (2) the public relations issue, (3) an assessment of how well or poorly the organization handled the public relations situation, (4) your solutions or suggestions, and (5) the public relations theory or principle involved. Each brief is worth 10 points. Instructor will provide due dates. Business Book Group Presentation You will organize a small group (6-8), which will read and discuss one popular business book. Toward the end of the semester, your group will give a 15-minute PowerPoint (or Keynote) presentation on that book, summarizing its key ideas and linking it to the public relations field. In addition to your slide presentation, your group will need to create a 1-2 page graphically interesting summary of your book. Organize groups as soon as possible and begin researching possible books for your project. You must pitch the book to your professor and get his approval before beginning. PR 99 Contemporary Public Relations, Fall 2015 Page 3 of 8

4 Examinations A mid-term and a final exam will be given. Questions will be multiple choice and true/false. Students will need a T&E 200 answer sheet (8 ½ x 11). Material from the textbook, class lectures, guest speakers, etc., will be used. The midterm will cover the first half of the semester; the final will cover material primarily from the second half of the semester. Rules and Policies Complete all reading assignments as scheduled and be prepared to discuss and apply them in class. Additionally, students will be expected to submit numerous homework assignments. The nature of and guidelines for assignments will be given to you in class. All homework assignments will be due at the beginning of class. No late assignments will be accepted. Students who do not meet the deadline will receive a zero on the assignment. Problems or conflicts must be discussed with the instructor in advance of the due date. Whether completed in class or at home, assignments must be well organized and professional. All assignments must be word processed. Copy must be clean and error free. Errors, including typos, will be reflected in the grades received. Attendance Regular class attendance is important for your success in this course. Repeated absences and/or lateness and missed lectures and discussions will hurt your grade. If you must miss a class, please arrange with a classmate to get notes and any assignments. Evaluation and Grading Criteria The course requirements are structured in such a way that the student s abilities and performance are measured throughout the semester. Your final grade will be based on the following components: Assignment Points Rough Percentage Media Briefs (2x10) 20 points 10% Business Book Project (Presentation, 30 pts.; Summary, 20 pts.) 50 points 20% Midterm Exam 100 points 35% Final Exam 100 points 35% Total = 270 pts. Grades are computed according the following university standards: % = A % = A 90-92% = A % = B % = B 80-82% = B % = C % = C 70-72% = C % = D % = D 60-62% = D- Below 60% = F PR 99 Contemporary Public Relations, Fall 2015 Page 4 of 8

5 University Policies Academic integrity Students should know that the University s Academic Integrity Policy is available at Your own commitment to learning, as evidenced by your enrollment at San Jose State University and the University s integrity policy, require you to be honest in all your academic course work. Faculty members are required to report all infractions to the office of Student Conduct and Ethical Development. The Student Conduct and Ethical Development website is available at Instances of academic dishonesty will not be tolerated. Cheating on exams or plagiarism (presenting the work of another as your own, or the use of another person s ideas without giving proper credit) will result in a failing grade and sanctions by the University. For this class, all assignments are to be completed by the individual student unless otherwise specified. If you would like to include in your assignment any material you have submitted, or plan to submit for another class, please note that SJSU s Academic Policy F06-1 requires approval of instructors. Campus Policy in Compliance with the American Disabilities Act If you need course adaptations or accommodations because of a disability, or if you need to make special arrangements in case the building must be evacuated, please make an appointment with me as soon as possible, or see me during office hours. Presidential Directive requires that students with disabilities requesting accommodations must register with the Disability Resource Center (DRC) at to establish a record of their disability. Student Technology Resources Computer labs for student use are available in the Academic Success Center located on the 1 st floor of Clark Hall and on the 2 nd floor of the Student Union. Additional computer labs may be available in your department/college. Computers are also available in the Martin Luther King Library. A wide variety of audio-visual equipment is available for student checkout from Media Services located in IRC 112. These items include digital and VHS camcorders, VHS and Beta video players, 16 mm, slide, overhead, DVD, CD, and audiotape players, sound systems, wireless microphones, projection screens and monitors. PR 99 Contemporary Public Relations, Fall 2015 Page 5 of 8

6 Learning Assistance Resource Center The Learning Assistance Resource Center (LARC) is located in Room 600 in the Student Services Center. It is designed to assist students in the development of their full academic potential and to motivate them to become self-directed learners. The center provides support services, such as skills assessment, individual or group tutorials, subject advising, learning assistance, summer academic preparation and basic skills development. The LARC website is located at SJSU Writing Center The SJSU Writing Center is located in Clark Hall, Suite 126. All Writing Specialists have gone through a rigorous hiring process, and they are well trained to assist all students at all levels within all disciplines to become better writers. In addition to one-on-one tutoring services, the Writing Center also offers workshops every semester on a variety of writing topics. To make an appointment or to refer to the numerous online resources offered through the Writing Center, visit the Writing Center website at For additional resources and updated information, follow the Writing Center on Twitter and become a fan of the SJSU Writing Center on Facebook. (Note: You need to have a QR Reader to scan this code.) Peer Mentor Center The Peer Mentor Center is located on the 1 st floor of Clark Hall in the Academic Success Center. The Peer Mentor Center is staffed with Peer Mentors who excel in helping students manage university life, tackling problems that range from academic challenges to interpersonal struggles. On the road to graduation, Peer Mentors are navigators, offering roadside assistance to peers who feel a bit lost or simply need help mapping out the locations of campus resources. Peer Mentor services are free and available on a drop in basis, no reservation required. The Peer Mentor Center website is located at Diversity in Public Relations The public relations program in the School of Journalism and Mass Communications at San Jose State University recognizes the value of diversity in education and professional practice. As such, every public relations course attempts to integrate issues of diversity into the curriculum through lectures, discussion and guest speakers. PR 99 Contemporary Public Relations, Fall 2015 Page 6 of 8

7 The Public Relations Society of America and its National Diversity Committee has defined its role and diversity as follows: To advance the objectives of and develop an inclusive Society by reaching and involving members who represent a broad spectrum of ethnic, racial and sexualorientation groups, and providing professional development, knowledge and support to professionals of diverse race, gender, sexual orientation or ethnicity to help them succeed in public relations. To help its members understand the issue of diversity in public relations, PRSA created the following short video: The emphasis of diversity issues in the public relations curriculum is in accordance with JMC s diversity mission statement, which can be accessed under the Diversity tab of JMC Director Robert Rucker s website: PR 99 Contemporary Public Relations, Fall 2015 Page 7 of 8

8 PR99 Contemporary Public Relations Fall 2015 The schedule may change in order to meet course objectives and student learning outcomes. Table 1 Course Schedule Week Date (Week of) Topics, Readings, Assignments, Deadlines 1 8/20 Course/Syllabus Overview. 2 8/25 What is Public Relations? (Ch. 1) Cabot s 10 Principles of Public Relations (PowerPoint) 3 9/1 Careers in Public Relations (Ch.2) 4 9/8 The Growth of a Profession (Ch. 3) 5 9/15 Today s Practice: Department & Firms (Ch. 4) 6 9/22 Research & Campaign Planning (Ch. 5) 7 9/29 Communication & Measurement (Ch. 6) Public Opinion & Persuasion (Ch. 7) 8 10/6 Managing Competition & Conflict (Ch. 8) Midterm Study Session (10/8) 9 10/13 MIDTERM (10/13) Group Projects How to Do it Right 10 10/20 Ethics & The Law (Ch. 9) 11 10/27 Reaching Diverse Audiences (Ch. 10) Global Public Relations 12 11/3 The Mass Media (Ch. 11) The Internet & Social Media (Ch. 12) 13 11/10 Group Project Study/Prep Day (Tues., 11/10) Business Book Presentations (Days 1) Thurs., 11/ /17 Business Book Presentations (Days 2&3) 15 11/24 Business Book Presentations (Day 4) Tues., 11/24 No class on Thursday, 11/26 (Thanksgiving) 16 12/1 Business Book Presentations (Days 5&6) 17 12/8 Review for the Final (last day of instruction) Final Wednesday, Dec. 16 (9:45-noon) PR 99 Contemporary Public Relations, Fall 2015 Page 8 of 8

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