Lewis Clark State College

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1 Lewis Clark State College Spring 2016 Business Division Course Syllabus BUS 431 Public Relations Mondays and Wednesdays from 1:30 2:45 PM TJH Room 108 Text: Instructor: Jill Thomas Jorgenson, M.A. Phone: (208) E Mail: jsthomasjorgenson@lcsc.edu (preferred method of communication). I try to get back to students on e mail within 24 hours M F. I am not generally available on weekends. Office: TJH, Room 211. Office Hours: Mondays: 9:15 10:15 AM and 12:00 1:15 PM Tuesdays: 11:15 AM until 1:15 PM Wednesdays: 9:15 10:15 AM and 12:00 1:15 PM Other days and times by appointment The Practice of Public Relations, Fraser P. Seitel, (Pearson, 2014). ISBN Course Description: This course places primary emphasis on the principles and techniques involved in creating and maintaining a favorable public image. The focus of the class will be on the development of effective public relations strategies. Course Objectives: 1. To introduce students to the process of planning and implementing public relations strategies. 2. To further develop students communication skills both orally, and through the written word. 3. To expand the students ability to address and resolve challenges in the public relations arena. 4. To assist students in understanding and appreciating that team processes can be effective in promoting an organization. 5. To provide students with the tools necessary to evaluate the effectiveness of public relation tactics.

2 Instructor Expectations: This course requires a high level of commitment and professionalism. Class attendance and participation is crucial to the successful completion of this class. Please inform me in advance (in person or ) when you will be unable to be in class. Academic Honesty: Academic dishonesty will not be tolerated. I have had unpleasant experiences in dealing with plagiarism. Please see me if you have any questions about academic honesty before you complete your projects for this class. Grading: Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. This definition was selected by the Public Relations Society of America (PRSA) in 2012 after receiving 927 suggested definitions from public relations professionals, academics, students, and the general public. This is also the definition we will use for the purpose of this class and all assignments for the class will revolve around it. According to David Rockefeller, Leaders in the public, private, and not for profit sectors have learned from painful experience that they should rely on their public relations counselors for cogent advice on strategy and policy as well as communications. With this in mind, the number one goal for success in BUS 431, Public Relations is to equip students with the technical and attitudinal requisites (page 1) that help define an effective public relations counselor. Whenever a public relations professional is faced with an assignment whether promoting a client s product or defending a client s reputation he or she should apply Marston s R A C E approach (page 6): 1. Research Research Attitudes about the issue at hand 2. Action Identify action of the client in the public interest 3. Communication Communicate that action to gain understanding, acceptance, and support 4. Evaluation Evaluate the communication to see if opinion has been influenced The text book talks about the goals of Communication on page 50: 1. To inform 2. To persuade 3. To motivate 4. To build mutual understanding

3 There will be 700 points available in this course: Attendance and Participation 200 Points This is approximately 7.5 points per class. There is an expectation that each student will be in class (two points) on time for class (one point) and contribute each class session to both class and small group discussions (4.5 points). Mid Term Exam 100 Points March 14 and 16 This exam will consist of a five minute oral presentation over Chapters 1 8 in (Part I Evolution and Part II Preparation/Process) the textbook. Each student will be given a question from a chapter in the book to answer in the presentation by March 7. Final Exam 100 Points Monday, May 9 at 1:30 PM This exam will consist of one question to be answered in an essay format using terms and concepts discussed over the course of the semester and using specific company examples. It will be over Chapters 9 18 (Part III The Publics and Part IV Execution). Individual Project 250 Points Due April 4, 6, 11 Each student will develop a portfolio using the R A C E approach that will address how to launch a career in the public relations arena and will include both a written and oral presentation element. The written portion of the project may be up to five pages in length while the oral presentation will be 5 7 minutes in length and will also include visual aids. At least three references will be required. Group Project 100 Points Due April 25, 27 and May 2 Groups of three or four students will develop an oral presentation with PowerPoint and three references that centers around how an organization can effectively communicate with its publics. The presentations will be approximately 15 slides and twenty minutes long. Total Points = Up to 700, +/ used. A % 644 to 700 points A 90 91% 630 to 643 points B+ 89% 623 to 629 points B 82 88% 574 to 622 points B 80 81% 560 to 573 points C+ 79% 553 to 559 points C 72 78% 504 to 552 points C 70 71% 490 to 503 points D 60 69% 420 to 489 points F 0 59% 0 to 419 points

4 Tentative Course Schedule: Week One January 20 Syllabus Review Week Two January 25, 27 Chapters 1 and 18 Defining Public Relations Launching A Career Week Three February 1, 3 Chapter 2 The History and Growth of Public Relations Week Four February 8, 10 Chapter 3 Communication Week Five February 17 Chapter 4 Public Opinion Week Six February 22, 24 Chapter 5 Management Week Seven February 29, March 2 Chapters 6 and 7 Ethics The Law Week Eight March 7 and 9 (no class) Chapter Eight Research Week Nine March 14, 16 Oral Mid Term Presentations Week Ten March 21, 23 Chapters 9 and 10 Media Social Media Week Eleven March 28, 30 SPRING BREAK Week Twelve April 4, 6 Individual Presentations Week Thirteen April 11, 13 (Individual Presentations) Chapters 11, 12, 13 and 14 Employee Relations Government Relations Community Relations International Consumer Relations Week Fourteen April 21, 23 Chapters 15, 16 and 17 Public Relations Writing Integrated Marketing Communications, Crisis Management Week Fifteen April 25, 27 Group Project Presentations Week Sixteen May 2, 4 Group Presentations and Final Exam Review Week Seventeen May 9 Essay Final Exam Syllabus Addendum Consumer Information In 2008, the federal government required all post secondary institutions offering federal financial aid programs to provide key data to both prospective and current students. To comply with this requirement, Lewis Clark State College has developed a consumer information page, which may be accessed at consumer information/ Disability Accommodations Students requiring special accommodations or course adaptations due to a disability and/or a healthrelated issue should consult their course instructors and the LCSC Student Counseling Center immediately (RCH 111, ). Official documentation may be required in order to provide an accommodation and/or adaptation.

5 Student Rights and Responsibilities Students have the responsibility for knowing their program requirements, course requirements, and other information associated with their enrollment at LCSC. Students should review the LCSC General Catalog ( and the LCSC Student Handbook (available at 14 Student Handbook Revised.pdf) for more information. Accidents/Student Insurance Students participating in LCSC classes normally must look to their personal health insurance policy (Student Health Insurance Plan or comparable private coverage) should an accident occur. In the event of an accident, please seek medical help, if necessary, and report the incident to LCSC Security ( ). Fieldtrips or other special student activities may also require students to submit a signed participation waiver (forms can be obtained from the supporting Division Office). Enrollment Verification/Attendance Students who are not actively pursuing their classes may have to repay part or all of their financial aid awards depending upon the circumstances. Academic Dishonesty Academic dishonesty, which includes cheating and plagiarism, is not tolerated at LCSC. Individual faculty members will impose their own policies and sanctions regarding academic dishonesty. Students who are accused of being academically dishonest may be referred to the VP for Student Affairs for official disciplinary action. Illegal File Sharing Students using LCSC s computers and/or computer network must comply with the college s appropriate use policies and are prohibited from illegally downloading or sharing data files of any kind. Specific information about the college s technology policies and its protocols for combating illegal file sharing may be found on the VP of Student Affairs web page ( affairs/studentcode of conduct/). Diversity Vision Statement Regardless of race, color, age, sex, religion, national origin, disability, veteran status, or sexual orientation, you will be treated and respected as a human being. Disclosures During this course, if you elect to discuss information with me which you consider to be sensitive or personal in nature and not to be shared with others, please state this clearly. Your confidentiality in these circumstances will be respected unless upholding that confidentiality could reasonably put you, other students, other members of the campus community, or me in danger. In those cases or when I am

6 bound by law to report what you have told me, such as incidents involving sexual assault or other violent acts, I will submit a report to appropriate campus authorities. Component Hours A. Accounting (ACT) 0 B. Marketing (MKT) 25 C. Finance (FIN) 0 D. Management 1. Management Principles (MGT) 5 2. Organizational Behavior (OB) 5 3. Human Resource Management (HRM) 5 4. Operations Management (OM) 5 Total Management 20 E. Economic/Social/Legal Environment 1. Legal Environment of Business (LAW) 2 2. Economics (ECN) 0 3. Business Ethics (ETH) 5 Total Economic/Social/Legal Environment 7 F. Decision-Support Tools 1. Information Systems (IS) 1 2. Quantitative Methods/Statistics (QM) 0 Total Decision-Support Tools 1 G. Global Dimensions of Business (GLOB) 2 H. Integrative Experience (INT) 5 Total Contact Hours 60

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