Distance Education. CRN Fall 2015 Second Start 12 Weeks September 21 through December 9. Contact Information

Transcription

1 Distance Education COMM 2330 Introduction to Public Relations Syllabus CRN Fall 2015 Second Start 12 Weeks September 21 through December 9 Contact Information Debbie Service [email protected] Students should feel free to call, text or concerning any problems in this course. Student success can best be ensured through effective communication. Course Description Credit: 3 (3 lecture) After becoming acquainted with the principles and practices of public relations, students will learn hands-on techniques to influence positive public opinion within and outside of organizations. The course will require creation of various deliverables: feature and news articles, press releases, press kit, brochure, and brief work plan utilizing the four-step planning process or the planning cycle for resolving PR problems. Students will be trained to write effective copy, construct PR goals and objectives, conduct practical research to determine public attitudes and opinion, arrange and conduct press conferences, and develop positive media relationships (Houston Community College System, 2014). Course Resources (Required Text and Purchase Options) Wilcox, D.L., et. al. (2013). THINK Public Relations (2 nd ed.), Boston, MA: Pearson ISBN: Wilcox, D.L., et. al. (2013). THINK Public Relations etext (2 nd ed.), Boston, MA: Pearson. ISBN: Note: No lab access card required. Electronic Resources ?xid=PSED

2 Course Goals Student Learning Outcomes The course meets the needs of those planning professional and managerial careers that require an understanding of public relations concepts and management practices. Students will learn about the theory and practice of public relations, how public relations operates in organizations, and its impact on publics and its functions in society. For those planning public relations careers, this course provides a foundation for the public relations major. It is the foundation course for other courses in public relations and a supplemental course for students majoring in other fields. The primary outcome of this course is to familiarize students with the basic concepts, principles, practice and profession of public relations. Students will apply course materials to public relations program planning and management by developing a strategic planning project (press kit). Learning Objectives At the end of the course students should have attained knowledge and understanding of the following central concepts: The role and functions of public relations in a contemporary society The contingency views of public relations practice in the worlds of managing competition and conflict The historical evolution of public relations, career opportunities in the field, and professional/ethical/legal responsibilities The basic process of public relations research, planning, communication, evaluation and the use of communications strategies and tactics to achieve organizational goals and objectives The persuasion of public opinion and audience analyses and how to reach diverse audiences Practical guidelines for utilizing written, spoken, and visual techniques to reach selected audience An understanding of how public relations is a global phenomenon How the Internet and social media are changing the way public relations professionals build and sustain relationships between an organization and its constituents An understanding of public relations activities in business, sports, tourism and entertainment An understanding of public relations activities in nonprofit, education and government organizations After reading, analyzing, and discussing Chapter 1, What Is Public Relations?, students should be able to 1. define public relations as the management function that emphasizes builds and maintains relationships between organizations and their publics. 2. distinguish between the public relations and marketing functions of organizations, 2 Public Relations COMM 2330

3 identifying the exchange between provider and customer as the distinguishing characteristic of marketing relationships. 3. define and differentiate among related concepts, including internal relations, publicity, advertising, press agentry, employee relations, public affairs, issues management, lobbying, investor relations, and development. 4. outline how public relations helps improve organizations and society. 5. describe practitioners characteristics and work assignments. 6. define the four major roles played by practitioners, discuss the major differences among the roles, and distinguish among them in practice. 7. list the five criteria for evaluating the professional status of public relations and discuss the extent to which public relations measures up on each of the criteria. 8. outline the major requirements for success in public relations, identifying writing as the primary requirement for entry in the field and success in the practice. After reading, analyzing, and discussing Chapter 2, Careers in Public Relations, students should 1. understand the essential personal qualifications and attitudes expected of budding practitioners. 2. discern the changing foci of public relations work. 3. be able to explain how social media and Web 2.0 have impacted the skills and tasks required of public relations practitioners. 4. recognize the relative value of various internship opportunities. 5. be able to understand the types of careers available in public relations. 6. gain an understanding of salaries and opportunities for advancement in public relations work. 7. understand ramifications for gender disparities in salary, and growth opportunities for women in the industry. After reading, analyzing, and discussing Chapter 3, The Growth of a Profession, students should 1. understand and recall the significant events and personalities that helped shape today's contemporary public relations practice. 2. be able to place in context the evolution of public relations from ancient times to today's current trends in public relations. 3. understand trends in the industry, including factors such as gender, race, and education levels in salary structure and upward mobility. 4. understand the meaning and importance of professionalism in public relations practice. 5. be familiar with major public relations professional organizations. 6. be able to differentiate between licensing and accreditation of public relations practitioners. After reading, analyzing, and discussing Chapter 4, Today s Practice: Departments and Firms, students should be able to 1. understand the functions and day-to-day operation of a public relations department 3 Public Relations COMM 2330

4 in an organization versus the roles and expectations involved in working for a public relations counseling firm. 2. know the levels of influence that a practitioner can attain, and the relative importance and expectations of each. 3. understand the advantages and disadvantages of working for a public relations department or a public relations firm. 4. understand the fee structure of a public relations firm. After reading, analyzing, and discussing Chapter 5, Research and Campaign Planning, students should be able to 1. understand the necessity of research as the first (formative) and last (evaluative) steps in any public relations activity. 2. understand the basic elements of scientific sampling. 3. review the pros and cons of the effective use of mail, telephone, personal, and piggyback surveys. 4. distinguish among the specific types of qualitative and quantitative research. 5. understand that an effective and efficient public relations program is based on systematic planning. 6. understand elements of a public relations plan. 7. discern key points about audience with regard to strategies and tactics. After reading, analyzing, and discussing Chapter 6, Communication and Measurement, students should be able to 1. identify techniques of communication appropriate to various audiences. 2. identify the basic steps in the adoption of an idea and the use of appropriate symbols and slogans. 3. understand theoretical perspectives of communication and apply to communication techniques and goals in reaching target audiences. After reading, analyzing, and discussing Chapter 7, Public Opinion and Persuasion, students should be able to 1. understand what constitutes public opinion, and how it is formed. 2. recognize the different types of opinion leaders. 3. understand key media perspectives and the role of the mass media in the formation of public opinion and the concepts of agenda setting and framing. 4. recognize how conflict often defines the development of public opinion. 5. apply the concepts of effective persuasion and select appropriate techniques for a public relations situation. 6. distinguish persuasion from propaganda and understand the guidelines for the ethical use of persuasive tools. After reading, analyzing, and discussing Chapter 8, Managing Competition and Conflict, students should be able to 1. understand the role of public relations in managing conflict and a system for managing conflict. 4 Public Relations COMM 2330

5 2. identify the life cycle of strategic conflict management. 3. understand the concept of contingency theory of strategic conflict management, and the two basic principles. 4. distinguish among specific elements of issues management, risk management and crisis management. 5. know variables that affect risk perceptions. 6. understand how to communicate during a crisis and how some organizations have handled crises. 7. understand the foundations of reputation management. After reading, analyzing, and discussing Chapter 9, Ethics and the Law, students should be able to 1. discuss the role of ethics and law in public relations practice. 2. understand ethical standards of conduct (and common expectations/themes) set by national professional organizations. 3. identify their own personal values and standards as public relations professionals. 4. know about laws and government regulations that affect the content and distribution of messages. 5. understand the concepts of copyright and trademark. 6. understand the trends and perceptions of corporate/employee free speech, including examples of recent legal action regarding corporate speech. After reading, analyzing, and discussing Chapter 10, Reaching Diverse Audiences, students should be able to 1. understand how to reach various audiences with targeted media. 2. understand how the mass media newspapers, magazines, radio, television and online services operate in our society and what their characteristics are. 3. identify public relations opportunities in a variety of mass media, including those geared to senior citizens, youth, ethnic, global and other emerging audiences. 4. know general guidelines for the delivery of public relations materials suitable for mass media distribution. After reading, analyzing, and discussing Chapter 11, The Mass Media, students should be able to 1. understand why news releases are the most commonly used public relations tactic. 2. know how media advisories, fact sheets, media kits and pitch letters are used in public relations campaigns. 3. determine which public relations tactics are best for reaching television and radio audiences. 4. know how to leverage product placements to promote products and services. After reading, analyzing, and discussing Chapter 12, The Internet and Social Media, students should be able to 1. understand how new technologies such as Web 2.0 and social media work, how these technologies have revolutionized the dissemination of public relations 5 Public Relations COMM 2330

6 messages, and have exploded in other aspects of public relations practice. 2. know what the Internet is and how it works by identifying the primary uses of the Internet by public relations practitioners and some of its problems. 3. understand how new technologies have enhanced the competitiveness of public relations. 4. understand the advantages and benefits of other computer applications and various technologies, and their application to public relations work. 5. know the future trends of technologies in public relations. After reading, analyzing, and discussing Chapter 13, Events and Promotions, students should 1. understand public relations activities in corporations, events and promotions. 2. understand the several types of events in which a company can participate and a public relations professional can host. 3. be aware of the intricacies of hosting an event and the multitude of factors that contribute to a successful show. 4. be able to discuss the values and pitfalls of corporate sponsorships. 5. be able to conceptualize event planning and promotions as specialized fields within the broad field of public relations. 6. understand the mystique of celebrity and why the public is fascinated with public figures. After reading, analyzing, and discussing Chapter 14, Global Public Relations, students should 1. be aware of the tremendous growth and role of public relations in global settings. 2. recognize the difficulties of cross-cultural and multi-national communications from a public relations perspective. 3. better grasp the varied nature of international public relations conducted by corporations, public relations firms, voluntary agencies, and national governments. 4. understand the public relations dimensions of operating U.S. corporations in foreign countries. 5. be able to discuss how American public relations firms represent foreign clients in the United States. 6. understand the objectives of nongovernmental organizations (NGOs). 7. recognize public relations development in other nations. 8. know what personal qualities and education are needed for those who wish to specialize in international public relations. After reading, analyzing, and discussing Chapter 15, Corporate Public Relations, students should 1. have a better understanding of public relations activities in modern corporations 2. understand the role of media relations, customer relations, activism, employee relations, investor relations and marketing communication in business practice. 3. understand the impact of environmentalism on corporations and how to deal with activist groups. 6 Public Relations COMM 2330

7 4. be able to discuss the values and pitfalls of corporate philanthropy. 5. be able to conceptualize entertainment, sports, and travel public relations as specialized fields within the broad field of public relations. After reading, analyzing, and discussing Chapter 16, Entertainment, Sports, and Tourism, students should 1. have a better understanding of public relations activities in entertainment, sports and tourism. 2. be able to conceptualize entertainment, sports, and travel public relations as specialized fields within the broad field of public relations. 3. be able to compare the notion of press agentry and publicity in this genre versus prescribed tactics and strategies in other fields. 4. understand the cult of celebrity and why the public is fascinated with public figures. 5. know the key elements of a personality campaign. After reading, analyzing, and discussing Chapter 17, Government and Politics, students should be able to 1. identify the role of public relations in federal, state and local governments. 2. understand the types of activities performed by governmental relations specialists. 3. know the role of lobbying and its political contributions in a democratic society, as well as the pitfalls of lobbying. 4. understand the role of public relations in political election campaigns. After reading, analyzing, and discussing Chapter 18, Nonprofit, Health, and Education, students should be able to 1. understand the role of public relations in nonprofit organizations, including membership organizations, advocacy groups, social service organizations, and health organizations. 2. differentiate and identify the typical public relations methods used by these nonprofit organizations. 3. understand the importance of fund-raising for nonprofit groups, and how fundraising activities are organized and conducted. 4. explain the role of public relations and how public relations activities serve different publics in higher education. Instructional Methods Through online mini-lectures, discussions, chapter reviews, activities, and assessments, students will be guided through material that will give them a broad overview the professional development of the public relations; concepts, issues, and principles in the profession; and models and theories guiding the profession. 7 Public Relations COMM 2330

8 Course Map DAY, DATE FOCUS TITLE, TOPIC, ACTIVITY WEEK 1 Sept Chapter 2 Careers in Public Relations WEEK 2 Sept. 28-Oct. 4* Chapter 1 Chapter 11 WEEK 3 Oct Chapter 3 Chapter 4 WEEK 4 Oct Chapter 5 Chapter 6 WEEK 5 Oct Chapter 7 Chapter 8 Chapter 9 WEEK 6 Oct. 26- Nov. 1 Chapter 12 Chapter 13 WEEK 7 Nov. 2-8 Chapter 15 Chapter 17 What Is Public Relations? The Mass Media The Growth of Public Relations Today s Practice: Departments and Firms Research and Campaign Planning Communication and Measurement Public Opinion and Persuasion Managing Competition and Conflict Ethics and the Law The Internet and Social Media Events and Promotions Corporate Public Relations Government and Politics WEEK 8 (Media Kits due) Nov LAB Assemble Media Kits. WEEK 9 Nov Chapter 10 Chapter 14 Reaching Diverse Audiences Global Public Relations WEEK 10 Nov LAB Revise Media Kits. WEEK 11 Nov. 30-Dec. 6 Chapter 16 Chapter 18 Entertainment, Sports, and Tourism Nonprofit, Health, and Education WEEK 12 Dec. 7-9 LAB Wrap up all assignments, final exam review, final exam. *Official Date of Record Student Assignments Assignment Category Possible Points Points Earned Weekly Quizzes 20 Deliverable 1 (Word Document) 10 Deliverable 2 (Word Document) 10 Deliverable 3 (Word Document) 10 Media Kit (Chapter 11). Three deliverables and seven 30 collateral pieces. Due Nov. 15 to guarantee opportunity to revise and re-submit for a higher grade.) Final Exam 20 Total Public Relations COMM 2330

9 Distance Education Student Handbook The Distance Education Student Handbook contains policies and procedures unique to the DE student. Students should have reviewed the handbook as part of the mandatory orientation. It is the student's responsibility to be familiar with the handbook's contents. The handbook contains valuable information, answers, and resources, such as DE contacts, policies and procedures (how to drop, attendance requirements, etc.), student services (ADA, financial aid, degree planning, etc.), course information, testing procedures, technical support, and academic calendars. Refer to the DE Student Handbook by visiting Scholastic Dishonesty Students are responsible for conducting themselves with honor and integrity in fulfilling course requirements. Penalties and/or disciplinary proceedings may be initiated by College System officials against a student accused of scholastic dishonesty. Scholastic dishonesty includes, but is not limited to, cheating on a test, plagiarism, and collusion. Cheating on a test includes copying from another student s test paper; using materials during a test that are not authorized by the person giving the test; collaborating with another student during a test without authority; knowingly using, buying, selling, stealing, transporting, or soliciting in whole or part the contents of a test not yet administered; and bribing another person to obtain a test that is to be administered. Plagiarism means the appropriation of another s work and the unacknowledged incorporation of that work in one s own written work offered for credit. Collusion means the unauthorized collaboration with another person in preparing written work offered for credit. Possible punishments for academic dishonesty may include a grade of zero or F on the particular assignment, failure in the course, and/or recommendation for probation or dismissal from the College System. (2014) Participation To be considered present in this class, each student must post a comment to a discussion topic or another student s comment. Each student must have one post three DAYS out of seven to be considered present for a full week. The student is responsible for dropping a course for non-attendance. Failure to withdraw officially may result in a grade of F in the course. The instructor will drop students for excessive (maximum of four) absences. Administrative drops are at the discretion of the instructor. Students may be dropped from a course after accumulating absences in excess of 12.5 percent of the total hours of instruction. For a three credithour lecture class meeting three hours per week (48 hours of instruction), students can be dropped after six hours of absence. Failure to "attend class" regularly will generate an alert and then withdrawal. 9 Public Relations COMM 2330

10 Drop and Withdrawal Refunds Schedule Class Length Last Day for 100% Refund * 70%* 25%* 12 wks. 9/18/ /5/ /8/2015 *A $15.00 Change of Schedule Fee is deducted after computing the percentage refund. All non-refundable fees (see catalog) will be deducted before the percentage for refund is applied. Repeat Course Fee The State of Texas encourages students to complete college without having to repeat failed classes. To increase student success, students who repeat the same course more than twice, are required to pay extra tuition. The purpose of this extra tuition fee is to encourage students to pass their courses and to graduate. Effective Fall 2006, HCC will charge a higher tuition rate to students registering the third or subsequent time for a course. Instructor Requirements Provide the grading scale and detailed grading formula explaining how student grades are to be derived. Facilitate an effective learning environment through class activities, discussions, and lectures. Provide a description of any special projects or assignments. Inform students of policies such as attendance, withdrawal, tardiness and make-up. Provide the course outline and class calendar, which will include a description of any special projects or assignments. Arrange to meet with individual students as required. Student Requirements Complete the Distance Education Orientation (This generates a report that provides information faculty may need later in the course.). Attend class and participate in class discussions and activities. Read and comprehend the textbook. Complete the required assignments and exams. Ask for help when a question or problem arises. Devise a filing method to keep copies of all paperwork, including this syllabus, handouts and all assignments. Establish HCC address (Contact for help if needed.). Course Changes Students will receive notice if either the syllabus or the class assignments changes. A new syllabus or an addendum will be issued electronically. 10 Public Relations COMM 2330

11 Course and Grading Standards Students are required to submit assignments electronically. Students are to submit homework assignments by the dates indicated on the Assignments chart. Students should attain a score no lower than a C or its equivalent on all exercises, tests, assignments and exams. All performance assessment depends upon the accomplishment of certain learning outcomes (2014). Students are graded on achievement rather than effort. LETTER GRADE NUMERICAL SCALE EVALUATION A Excellent B Good C Fair D Passing F 0-59 Failing IP In Progress W Withdrawn I Incomplete Students may access their grades within one week of the end of the course at (2014). Incompletes Students can expect an incomplete, or I, to be posted as a grade only in extenuating circumstances and after discussion with faculty. Student tardiness in submitting assignments is not a reason for seeking/awarding an I. Writing Standards Students writing assignments must conform to college-level grammatical standards which include complete and concise sentence structures; impeccable spelling, usage, punctuation, and capitalization; and appropriate paragraphing. Computer Assistance and Open Labs The Communications Department provides computers for student use in journalism and mass communication classes. Each college has student labs for supplemental course study and any duly enrolled student with student ID may use the open computer labs (2014). Late Assignments Students who choose to procrastinate cannot expect to receive feedback or an opportunity to re-submit written assignments. The day of the final is the last opportunity to submit work. 11 Public Relations COMM 2330

12 Feedback and Confidentiality Students can expect all work to be graded and returned the week after it is submitted. Student assignments will be returned by the instructor in a timely manner with specific and objective feedback to facilitate student learning. The student may contact the instructor to discuss concerns or schedule a conference. For the purpose of confidentiality, any discussion of scores or dispute of grades will take place only between an individual student and the instructor through a secure electronic method. Sexual Harassment For an employee, agent, or student of the College to engage in sexual harassment as defined in the Equal Employment Opportunity Commission (EEOC) guidelines is a violation of HCC policy. Any student who has a complaint concerning this policy has the opportunity to seek resolution of such a complaint in accordance with procedures set forth in the Student Handbook. Report any complaints immediately to College Administration or call the Institutional Equity & Compliance Office Meningitis Immunization Required Texas Senate Bill 1107 passed in May 2011, requires that new HCC students and former HCC students returning after an absence of at least one fall or spring semester who are under the age of 30 are required to present a physician-signed certificate showing they have been vaccinated against bacterial meningitis. Beginning with Spring registration, November 7, students will have to satisfy this requirement prior to enrollment. For more information and a list of exemptions please go to EGLS3: Evaluation for Greater Learning Student Survey System At Houston Community College, professors believe that thoughtful student feedback is necessary to improve teaching and learning. During a designated time, you will be asked to answer a short online survey of research-based questions related to instruction. The anonymous results of the survey will be made available to your professors and division chairs for continual improvement of instruction. Look for the survey as part of the Houston Community College Student System online near the end of the term. 12 Public Relations COMM 2330

13 Reference Houston Community College System, (2014). Student Handbook. Houston, TX: Houston Community College. 13 Public Relations COMM 2330