1 Instructor McLemore Hall, Lab156 Tel: 601-818-9311 Email: thtdream1990@gmail.com Class Time Thursday: 6:30 pm- 9:15 pm Course Prerequisite(s) Basic knowledge on Public Relations Credit Hours This course requires 3 credit hours. The University of Southern Mississippi School of Arts and Literature Department of Communication COM 777, Fall 2011 Course Syllabus Course Format Demonstration followed by practice of designing, implementing and evaluating public relations activities. Catalog Description of Course Examine Public Relations industry and qualities a PR agent should have. Design, implement and evaluate a thorough Public Relations activity. Course Overview This course provides the students with an overview of Public Relations (PR) and PR industry. The emphasis is on understanding what qualities and habits a qualified PR agent should have. It is better that you could have a chance of accessing to a PR agency after the course with qualities mastered in the practical assignment. Course Goals Upon completion of this course, students will be able to: 1. know the definition and classification of Public Relations, 2. understand the function and procedure of Public Relations, 3. describe in simple terms when dealing with Public Relations, 4. acquire basic knowledge on the Public Relations Industry, 5. obtain the basic quality and habit a qualified PR agent should have,
2 6. experience how to design, implement and evaluate a through Public Relations activity, 7. set up goals for your future career if you decide to take part in this field. Major Topics 1. Overview a. Definition of Public Relations b. History of Public Relations industry c. Function of Public Relations 2. Public Relations Industry a. Classification of Public Relations b. Agency c. How a Public Relations agency operates 3. Public Relations Agent a. agent s life b. Intro to basic qualities agent should have c. Intro to professional qualities agent should have d. How to become an excellent agent? 4. Public Relations Procedure a. Survey and research b. Setting goals and targeted group c. Implementation of PR activities d. Evaluation of PR activities 5. Public Relations Classification a. Inner Public Relations b. Public Relations in Crisis c. Marketing Public Relations d. Political Public Relations e. International Public Relations 6. Public Relations in Crisis a. Definition of PR in Crisis b. 5S Principles for PR in Crisis c. Design an activity of PR in Crisis 7. Public Relations Integrated Marketing a. Intro to Media b. Examples of integrated marketing c. Principles of integrated marketing Required Textbook Fraser P Seitel (2011). Practice of Public Relations, 11th ed. Prentice Hall, ISBN-10: 0136088902 or ISBN-13: 978-0136088905
3 Optional/Supplementary Textbooks a. Ries. A & Ries. L (2002), The Fall of Advertising and the Rise of PR, 1 st ed. Harper Business, ISBN-10: 0060081988 or ISBN-13: 978-0060081980. b. David Ogilvy (1989), Confessions of an Advertising Man, 2 nd ed. Scribner; ISBN-10: 0689708009 or ISBN-13: 978-0689708008. Course Requirements Requirement(s) Points Points/Grading Specifics Discussion and 50 points 10% Discussion of course readings online and Participation Analysis on Specific Cases *2 participation in class. 100 points 20% Analyze specific cases with theory and method you learn in the course and give your reflection and suggestion. Group Project 100 points 20% Perform a thorough public relations activity with your group members, including designing, implementing and evaluating. Advertorial *2 100 points 20% Write two advertorials to help strengthen consumer loyalty for the brand you choose Paper 100 points 20% Complete a research paper on a relevant topic pertaining to the course Test 50 Points 10% Online practice test Total 500 points 100% Weighted semester average will be rounded to one decimal place, and be used to determine course grade based on the following scale: A = 93% - 100% A- = 90% - 92.9% B+ = 87% - 89.9% B = 83% - 86.9% B- = 80% - 82.9% C+ = 77% - 79.9% C = 73% - 76.9% C- = 70% - 72.9% D+ = 65% - 69.9% D = 60% - 64.9% F = 0% - 59.9% Conceptual Framework Addressed in Course: The Professional Education Unit s Conceptual Framework is consistent with the University s historical roots as a normal college, its mission, and its future. The University, since our founding in 1910, has been committed to the outstanding preparation of teachers, counselors, administrators, and other school personnel. In accordance with this history and the present vision and mission of the University, the mission of the Unit is fivefold: a) educate the whole student; b) prepare high quality teachers and leaders for Mississippi classrooms; c) conduct innovative, relevant research; d) promote a healthier region; and e) enhance cultural understanding. The Unit has embedded knowledge, skills, and dispositions throughout its teacher education program to prepare students to become creative, bold, and determined educational leaders who possess the power of knowledge to inform, to inspire, to transform lives, and to empower a community of learners.
4 Instructor/Department Make-up Policy If you miss class, it is your responsibility to find out what you missed in that class session and catch up on the readings, assignments and laboratory work. Furthermore, you are still required to turn in your assignments on the date indicated. If you anticipate missing an exam or if an emergency arises which causes you to miss an exam, please discuss the matter with me. Approval for making up a missed test or submitting late work is not automatic. If your assignments were submitted late, you will get 2 points off for each day late. Instructor Attendance Policy Since this is a hybrid class, most readings will be done online and all hands-on parts will be done in class. Therefore, it is very important that you attend every scheduled class meeting. Students will lose 10 points for each absent from their total of the course evaluation (whether excused or unexcused). Students who are late or leave class early more than twice will result in a deduction of one absence. I will take attendance at the beginning of the course. So, if you are late, it is your responsibility to make sure that I check you down as being present. Disability Statement If a student has a disability that qualifies under the American with Disabilities Act (ADA) and requires accommodations, he/she should contact the Office for Disability Accommodations (ODA) for information on appropriate policies and procedures. Disabilities covered by ADA may include learning, psychiatric, physical impairments, or chronic health disorders. Students should contact ODA if they are not certain whether a medical condition/disability qualifies. Box 8568; Telephone (601) 266-5024; TTY (601) 266-6837; Fax (601) 266-6035. Plagiarism/Integrity Statement Integrity is of the highest importance in the academic community and at The University of Southern Mississippi. Students are expected to conduct themselves with complete honesty and integrity. Nothing less is acceptable. Please refer to the Code of Student Conduct in the Student Handbook for greater detail. Offenses involving academic dishonesty include, but are not limited to, the following: -cheating on quizzes or examinations -computer dishonesty -plagiarism -grade falsification -collusion In the event of student dishonesty, the instructor may award failing grades either on the pertinent assignment or for the course; and, at his/her discretion, report the student to the office of the Dean of Students for possible judicial proceedings under the University s Code of Student Conduct. Faculty members are expected to enforce rigorously the University s Academic Honesty Policy. For further information on Academic Honesty, please refer to the current Bulletin or to the Student Handbook. Additionally, the University library provides a Web site that reviews the
5 topic of plagiarism at http://www.lib.usm.edu/research/plag/plagiarismtutorial.php. Students are encouraged to review the information on this site. Students are expected to adhere to the highest standards of academic honesty as outlined in the Student Handbook. Academic dishonesty will result in the grade of a 0 on the assignment or for the entire course, and/or the student may be reported to the Vice President for Academic Affairs for further action. USM Non-discrimination Policy Statement The University of Southern Mississippi offers to all persons equal access to educational, programmatic and employment opportunities without regard to age, sex, religion, color, national origin, Vietnam era veteran status or disability status. These provisions are pursuant to applicable federal and state regulations." Inquiries concerning discrimination should be directed to the following: Office of Affirmative Action/Equal Employment Opportunity 221 Weathersby Hall The University of Southern Mississippi Hattiesburg, Mississippi 39406-5168 601-266-6618 TTY: 601-266-6872 This non-discrimination policy protects students whenever they are involved in activities related to USM, both on and off campus. Cell Phones, Beepers, and other Distracting Devices Students are requested to turn off their digital communication devices during class. If a student is on call and must keep the device turned on, please inform the instructor and utilize the vibrate option so as not to disrupt the class. Continual class interruptions (cell phones, beepers, etc.) will be reflected upon the student s Homework grade.