JB 2183 - Principles of Public Relations Oklahoma State University – Fall 2009 Instructor: Bill Handy Office: Paul Miller Bldg. Room 311 Office Hours: Tues. & Thur. 11:45 a.m. – 12:30 p.m. or by appointment You may also reach me using one of these communication tools: Email: bill.handy@okstate.edu Blog: www.billhandy.com Phone: 918.260.4883 Facebook: facebook.com/billhandy Text: 9182604883@txt.att.net Skype: Bill.handy Twitter: @billhandy Class Hours: Required Text: Tues/Thur from 9 – 10:15 a.m. Room JB 101
Public Relations: Strategies and Tactics, (8th Ed) by Wilcox, Cameron, Ault and Agee
Student Learning Outcomes and Objectives: Learning Outcomes for the School of Journalism and Broadcasting: Oklahoma State University undergraduate students in the School of Journalism and Broadcasting will: Demonstrate an understanding of the relevant constitutional freedoms, legal issues and ethical principles in mass communications. Demonstrate an understanding of the relevance of human diversity in mass communications. Demonstrate an understanding of the history and social role of mass communications. Demonstrate critical, creative and individual thinking. Demonstrate an understanding of the relevant theories and concepts of mass communications. Demonstrate an understanding of the methods and techniques of research and information gathering. Demonstrate appropriate writing, editing and production techniques in mass communications. Demonstrate an understanding of relevant planning and management methods in mass communications. In this course, we will specifically address the following learning outcomes of the JB School in these ways: Demonstrate an understanding of the history and social role of public relations. Public Relations is a relatively new profession and very important in the world of global communication and information. We will examine that social role and how it has changed and developed through classroom discussions, readings and lectures. Assessment of this learning outcome is accomplished through participation in discussions, examinations and quizzes covering the material. Your ability to successfully navigate upper division coursework, obtain valuable internships and have success in your career are also indicators of learning in this class. Demonstrate an understanding of the public relations process. Public relations practitioners must be able to understand and apply the public relations process to any public relations situation, campaign or project. We will thoroughly examine each step of the public relations process through classroom discussions, readings and lectures. Assessment of this learning outcome is accomplished through participation in discussions, examinations and quizzes covering the material. Your ability to successfully navigate upper division coursework, obtain valuable internships and have success in your career are also indicators of learning in this class. Demonstrate an understanding of the communication tools used in public relations. Public relations practitioners must be well-versed in the strengths and weaknesses of various mediums used to communicate with the public. We will examine and discuss the importance of various mediums in public relations and how practitioners use each medium to achieve strategic objectives. Assessment of this learning outcome is accomplished through participation in discussions, examinations and quizzes covering the material. Your ability to successfully navigate upper division coursework, obtain valuable internships and have success in your career are also indicators of learning in this class.
Demonstrate an understanding of the relevant constitutional freedoms, legal issues and ethical principles in public relations. We will study the law of mass communication (as it applies to public relations) from a practical and historical perspective, including the basic rights specified in the First Amendment to the Constitution of the United States and in case law. Assessment of this learning outcome in this course is accomplished through classroom discussions, examinations in which you are required to understand the legal and ethical principles involved and apply them to hypothetical situations and quizzes over the lecture and reading material. Please note, JB 2183 is a foundation course for other courses in public relations and a supplemental course for students majoring in communication studies. At the end of this course, students should have attained knowledge and understanding of the following central concepts: The role and functions of public relations in an industrialized society The basic process of public relations: research, planning, communication and evaluation The historical evolution of public relations, career opportunities in the field, and professional, ethical and legal responsibilities in public relations An understanding of public relations activities in PR firms, social agencies, trade organizations, government, education, sports and entertainment The use of communication strategies to achieve organizational goals Concepts of public relations, audience analyses, and persuasion techniques Practical guidelines for utilizing written, spoken and visual techniques to reach selected audiences Direct Outcome Assessments: Students will demonstrate competency through the successful completion of the following assignments and examinations: Three Exams @ 100 points each 300 One Final Exam @ 100 points 100 Possible five quizzes and/or mini assignments @20 points each 100 Two Assignments @ 50 points each 100 Total Points 600 Grades will be assigned as follows: A = 540-600 B = 480-539 C = 420-479 D = 360- 419 F = 359 – 0
Indirect Outcome Assessments: Demonstrating competency in this course through the successful completion of exams and assignments should be further evidenced by students’ success in subsequent PR courses and securing PR internships and jobs. Assignments: All assignments are to be completed and handed in according to set deadlines. Late work will be accepted with a 20% per day deduction and makeup exams will be given only in rare instances. This is done in fairness to those students who turn in their assignments on time. All out-of-class assignments MUST be submitted in computergenerated or typed form, double-spaced, 12 point font. NO handwritten material will be accepted, and all outof-class assignments are due before or at the beginning of class on the due date. Standards for Written Work: Written communications is an essential tool for any professional. As with any skill, writing well is the result of practice, followed by feedback, and the use of relevant and appropriate sources. Therefore, the quality of writing is graded as part of every written assignment. You should address the following guidelines when preparing any assignment.
Content, Development, Readability & Style 55% All key elements of the assignment are covered in a substantive way. Content is comprehensive, accurate, and/or persuasive. Major points are stated clearly, are supported by specific details, examples, or analysis, and are organized logically. Where appropriate, the paper supports major points with theory relevant to the development of the ideas, and uses the vocabulary of the theory correctly. Theory and practice are integrated, whereby the writer is able to link theories to practical experience (i.e., application to a real-world work setting). Research is adequate and timely for the topic. The context and purpose of the writing is clear (e.g., critique, research, sample memo, and business plan). Sentences are complete, clear, and concise. Sentences are well constructed, with consistently strong, varied structure. Sentence transitions reinforce the flow of thought. Words used are precise and unambiguous. The tone is appropriate to the content and assignment. Organization 20% The structure of the paper is clear and easy to follow. The paper’s organization emphasizes the central theme or purpose and is directed toward the appropriate audience. Ideas flow in a logical sequence. The introduction provides sufficient background on the topic and previews major points. Paragraph transitions are logical and reinforce the flow of thought throughout the paper. The conclusion is logical and flows from the body of the paper. The conclusion reviews the major points. Grammar, Punctuation, & Spelling 15% Rules of grammar, usage, and punctuation are followed. Spelling is correct. Format 10% The paper, including citations and the reference page, follows guidelines given. The paper is laid out effectively and uses reader-friendly aids (e.g., sections, summaries, table of contents, indices, and appendices), when appropriate. The paper utilizes references appropriately. Features such as headings and italics aid in the readability of the paper and are not overused. The paper is neat, with attention given to format requirements. Course Policies: Class behavior: General classroom decorum prohibits eating food, using tobacco, sleeping, reading other materials not related to the course. During class, visiting with or talking to other students about subjects not related to the class is disruptive to others and is not permitted. Any of these inappropriate class behaviors during class may result the instructor speaking to you about the problem and may result in an absence being
counted for that class period. Please turn all electronic devices off (i.e. cell phones, pagers, MP3's, etc.) during class time. Attendance Policy: You are expected to attend every class and be prepared and ready to participate. There will be no makeup exams, except for school-sponsored absences, verified illnesses, or dire circumstances. If you are ill on the day of the exam, you must contact me by phone to reschedule. Make up exams must be taken before the next class and will be different than the original test. Please note - More than three unexcused absences may lower your course grade by one full letter grade. Academic Honesty: Credibility is ultimately important in our business. Therefore, students suspected of plagiarizing or any other form of academic misconduct and/or dishonesty may receive a grade of zero for the assignment and/or the course. Special Needs: If you require special accommodations to take this class, you should inform the instructor immediately. This syllabus is subject to revisions as the course progresses. You will be notified of any changes during class, in writing or via e-mail. Weekly assignment and reading schedule ASSIGNED READING – It is important that you read all materials to be discussed in class before you come to class (i.e. on Thursday, January 15 you will need to read Chapter 1 before arriving in class). This will allow us to have an intelligent collaborative discussion which will be used not only as a learning tool, but will also be used to determine your class participation grade. If we are not able to have an intelligent, collaborative discussion we will instead have a quiz. WEEK ONE: Tuesday: Thursday WEEK TWO: Tuesday: Thursday: WEEK THREE: Tuesday: Thursday: WEEK FOUR: Tuesday: Thursday: WEEK FIVE: Tuesday: Thursday: WEEK SIX: August 18 & 20 Course introduction Chapter 1: What is PR August 25 & 27 Chapter 2: The Evolution of PR Chapter 3: Ethics and Professionalism September 1 & 3 Chapter 3: Ethics and Professionalism Chapter 4: PR Departments and Firms Review for Exam #1 (Chapters 1-4) September 8 & 10 EXAM #1 (CHAPTERS 1, 2, 3 AND 4) Exam returned and discussed September 15 & 17 Chapter 5: Research Ch. 6: Program Planning Assignment #1 September 22 & 24
Tuesday: Thursday:
Chapter 7: Communication Chapter 8: Evaluation
WEEK SEVEN: Tuesday: Thursday: WEEK EIGHT: Tuesday: Thursday: WEEK NINE: Tuesday: Thursday: WEEK TEN: Tuesday Thursday WEEK ELEVEN: Tuesday: Thursday: WEEK TWELVE: Tuesday: Thursday: WEEK THIRTEEN: Tuesday: Thursday: WEEK FOURTEEN: Tuesday: Thursday: WEEK FIFTEEN: Tuesday: Thursday: WEEK SIXTEEN: Tuesday: Thursday:
September 29 & October 1 Exam #2 review EXAM #2 (CHAPTERS 5, 6, 7 AND 8) October 6 & 8 Exam #2 results Chapter 9: Public Opinion and Persuasion October 13 & 15 Chapter 13: New Technology in PR Assignment #1 Due Chapter 13: New Technology in PR October 20 & 22 Chapters 14 – 16: Tactics Assignment #2 Chapters 14 – 16: Tactics October 27 & 29 Chapter 11: The Audience and How to Reach It Review Review for Exam #3 November 3 & 5 EXAM #3 (CHAPTERS 9, 11, 13, 14 & 16) Exam #3 results November 10 & 12 Chapter 17: Corporations ASSIGNMENT #2 Due No Class November 17 & 19 Chapter 18: Politics and Government Chapter 19: International Public Relations November 24 & 26 Chapter 20: Nonprofit Organizations No Class - Thanksgiving Break (Nov. 25 - 27) December 1 & 3 Chapter 22: Entertainment, Sports and Travel Review for final (chapters 17, 18, 19, 20, 22) December 7 - 11 -0-
WEEK SEVENTEEN: FINALS WK Thursday, December 10 from 8 - 9:50 a.m.