Dept. of Advertising and Public Relations
Grady College of Journalism and Mass Communication
The University of Georgia
Syllabus, ADPR 3850 Professor:
INTRODUCTION TO PUBLIC RELATIONS Dr. Bryan H. Reber
Spring 2009 Office: 223-D Grady College
12:20-1:10 M-W-F Telephone: (706) 542-3178
Room 102 Student Learning Center Office Hours:
11:00-12:00 Monday &
Assistant: Loren Saxton
Office Hours: TBD
Office: 411, carrel 3, Grady College
Course Communication and Record Keeping
This is a WebCT class, where communication between professor, teaching assistant, and
students is facilitated online. Additionally, your records for the class (scores, attendance,
etc.), as well as helpful supplemental course information, will be available to you on the Web
site. To access WebCT, go to http://webct.uga.edu and log into “My WebCT.” You must have
a “MyID,” which is the part of your UGA e-mail address before “@uga.edu.”
Communication on Web CT and in all e-mails related to this class must at all times be civil,
free of defamatory language, lewd or suggestive commentary, profanity, or other inappropriate
language. Any single violation will result in automatic referral to Student Affairs and possible
dismissal from the course.
This course is designed to provide you with an overview of the theory, principles,
techniques, and practices of public relations. Emphasis is divided between conceptual
understanding of theory and philosophy, and applications of theory through specific tools and
techniques. The focus throughout will be on the social responsibility of public communicators
as numerous contexts of the practice are examined.
Glen T. Cameron, Dennis L. Wilcox, Bryan H. Reber and Jae-Hwa Shin, Public Relations
Today: Managing Competition and Conflict, 1st Ed., Pearson, 2008.
Reber, Bryan H. ADPR 3850 Class Notes, Spring 2009. Available at Bel-Jean Copy/Print
Center, 163 E. Broad Street, Downtown Athens.
A good daily newspaper, i.e., The Atlanta Journal-Constitution
I. EVALUATION CRITERIA CONTRACT
As a student in ADPR 3850 you have the opportunity to select one from among several
criteria on which your grade will be determined. You may not change from one option to
another after you have made your choice and signed your contract.
Option 1: Exams Only Plus Attendance
Your grade will be determined exclusively by your scores on three examinations plus
attendance. Each exam score will be weighted as 30 percent of your final grade and
attendance will be weighted as 10 percent.
The 10 percent attendance factor is determined as follows:
0-2 absences = full credit
3-4 absences = ¾ credit
5-6 absences = ½ credit
7 or more absences = no credit
Check you attendance on WebCT regularly and report any discrepancy immediately by
WebCT e-mail. No changes will be made after two weeks from the last posting.
University activities that require your presence are excused from the policy so long as you
provide written documentation to the TA prior to any such absence.
Do not bring statements of illness from the health clinic or doctor’s office. You have two
absences for such illnesses. If you develop a lingering illness that requires hospitalization or
an extended absence you will need the official University request for absence consideration.
Option 2: Option 1 Plus Completion of an Individual Applied Project
PROJECTS ARE DUE FRIDAY, APRIL 17
Your grade will be determined by your scores on three examinations and attendance as
detailed in Option 1 above. Additionally, you will complete an individual project that consists of
either a press packet or an event plan (see details of assignments in course packet). Each
exam score will be weighted as 22.5 percent of your final grade, attendance will be weighted
as 10 percent; the project will be weighted as 22.5 percent.
Option 3: Option 1 Plus Completion of an Individual Research Paper
PAPERS ARE DUE FRIDAY, APRIL 17
Your grade will be determined by your scores on three examinations plus you will receive
credit for writing an original research paper. Each exam score will be weighted as 22.5
percent of your final grade, attendance will be weighted as 10 percent; your research
assistance and research paper will be weighted at 22.5 percent.
You will write a 10-page original research paper on a public relations topic that interests
you and that you and the professor discuss and agree upon. A sample research paper is
included in your course packet.
Option 4: Options 1 + 2 + 3
Each exam is weighted at 18 percent, attendance is weighted at 10 percent and the
individual project, and the research component will each be weighted at 18 percent of your
By Day 4 of this course you must turn in an original (not a copy) signed contract, which is
located in your Class Notes book where you select one evaluation method. You will not be
allowed to change from one option to another after this choice is made.
Note 1: FAILURE TO SIGN AND TURN IN AN ORIGINAL CONTRACT BY THE DATE
IT IS DUE WILL RESULT IN AN INSTRUCTOR INITIATED DROP FROM
Note 2: ALL GRADES MUST BE CHECKED ON WEBCT WITHIN 24 HOURS OF THE
FINAL REGULAR CLASS MEETING FOR ANY POSSIBLE DISCREPANCIES.
NO CHANGES WILL BE MADE AFTER THE 24 HOUR ELAPSED TIME.
Note 3: EVERY STUDENT WILL HAVE AN ASSIGNED SEAT REGARDLESS OF THE
OPTION YOU SELECT. THE ONE DAY THE SEATING CHART WILL BE
MADE AND FINALIZED IS DAY 3 OF THE CLASS.
* * * * * * * * * *
COURSE EVALUATION SUMMARY
Exam 1: 30%
Exam 2: 30
Exam 3: 30
Exam 1: 22.5%
Exam 2: 22.5
Exam 3: 22.5
Individual Project: 22.5
Exam 1: 22.5%
Exam 2: 22.5
Exam 3: 22.5
Research option: 22.5
Exam 1: 18%
Exam 2: 18
Exam 3: 18
Individual Project: 18
Research Option 18
II. Extra Points Availability Policy
A. On random days throughout the semester there will be occasional surprise quizzes. Each
will be 3-4 questions and each question correctly answered is worth one point. These
points cannot work against you; they can only help you. If there is ever any question that
the integrity of the pop quiz testing situation is in doubt, the professor retains the right to
either (a) discontinue them, (b) discount any already conducted; or both. Content for these
quizzes will be from current events, previous lectures, or general knowledge.
Pop Quiz Procedures
1. Immediately cease all talking.
2. As quickly as possible, get one piece of paper and fold it in half vertically.
Legibly write your name and the four digits of your UGA MyID on the outside.
3. Open your sheet and quickly answer each question to the best of your ability. Time
will be limited and no “extra” time allowed.
4. Keep your answers covered as you write. When you are finished, fold your
answer sheet in half vertically.
5. Do no talk until all answers have been collected.
Failure to comply fully with any of these procedural rules will result in NO CREDIT
being given to anyone in the class for the quiz.
At the end of the course, the number of extra credit points you have earned will be added
to your set of 3 exam scores before your final grade is computed. You are not required to
answer any pop test items. They will NOT count against you.
B. Participation as a research subject in this class may be an extra credit option.
Participation in any research is optional and is dependent on opportunities provided by
the professor. Extra credit points will be announced for any in-class research
III. EXAM TAKING
No “makeup” option exists for students who know they will be absent on a exam day.
There are three circumstances that allow a student to take an exam early:
A. If you are involved in a official University activity that REQUIRES your presence, you may
take an exam early under the following conditions:
1. At least three days before the exam you will miss, bring an official letter from
the requesting University authority that explains the proposed absence to the
2. Upon approval, arrange a time with the teaching assistant BEFORE the
regularly scheduled exam time to take the exam.
B. If a religious holiday falls on an exam date, you may bring a letter to the teaching assistant
explaining the circumstances the week BEFORE the scheduled exam. As noted above,
the exam must then be scheduled BEFORE the regularly scheduled time.
C. If an important, planned personal event occurs on the date of an exam, you may write
(type) a brief written request explaining the circumstances the week BEFORE the
scheduled exam. As previously explained, if your request is approved, the exam must
then be scheduled BEFORE the regularly scheduled exam date. Personal events that
have been allowed previously include job interviews, participation in a wedding, and a
family trip. However, the written request must be submitted; approval for early exam-
taking is not guaranteed and is granted on an individual basis for such personal situations.
Note: Failure to comply with the procedures means that the opportunity to take an
exam early will NOT be provided.
If a student misses an exam due to UNAVOIDABLE PERSONAL EMERGENCY call the
professor and TA immediately; failure to notify and make immediate plans for
completion of the exam (usually the same day) will result in no makeup option. An e-
mail message is not sufficient. Reach one of us personally in our offices the morning of
the exam. Important: a note from the Health Clinic or a personal physician that you
visited them for a sickness is NOT sufficient.
This evaluation policy will be strictly adhered to so that each student will be guaranteed
fair and equal treatment.
IV. STUDENT CONDUCT
All academic work must meet the standards contained in “A Culture of Honesty.” Each
student is responsible to inform themselves about those standards before performing any
The UGA policy on academic honesty states: “All students are responsible for maintaining
the highest standards of honesty and integrity in every phase of their academic careers. The
penalties for academic dishonesty are severe and ignorance is not an acceptable defense.”
Each of your should be committed to academic honesty. Cheating in any form
compromises your grade and lowers the quality of your diploma. Each of the following is an
example of violation of the code (this list is by no means exhaustive, simply illustrative):
• asking someone who has taken an exam early what is on the exam
• providing someone else in the class with information about an exam if you have
taken the exam early
• obtaining a copy of a exam for a sorority/fraternity file
• having in your possession or on your body any cell telephone or electronic device
• sharing any answer or information with any other student during an exam period
• being aware of cheating that is going on around you and not reporting it to the
professor or TA
• presence of any unauthorized materials during an exam
Any/every issue that raises the question of whether there has been a violation of the code
will result in an investigation by an impartial panel and due process will be guaranteed to any
individual whose behavior may be questioned.
• No laptop computers allowed in classroom
• No cell telephone, pagers or other personal electronic communication devices in your
possession or on your person during any class period. Failure to turn your telephone totally
OFF (not just on silent) will result in losing 2 points from the last exam—this includes
reading, sending or receiving any form of text message. ON AN EXAM DAY YOU MAY
NOT HAVE A CELL PHONE, EVEN IF TURNED OFF, ON YOUR PERSON OR IN ANY
OF YOUR POSSESSIONS AT YOUR SEAT.
• No reading newspapers, textbooks or materials from other classes, completing
crossword puzzles, or other non-this-class activities during this class period. Public
relations is a profession and preparation requires that you behave professionally. If
you do not wish to attend and participate in this class, please drop it. The same rules
that apply to use of cell telephones apply to these activities; if you are observed by the
TA or professor you will be e-mailed regarding the penalty and points will be adjusted
• Bring no food and no drinks except water into class. Food and drinks are distracting to
persons sitting around you. You will be asked to leave and not allowed to return that
day, resulting in an absence.
• Unless you have a personal emergency, do not leave and return in the middle of class.
It is distracting to both the lecturer and to students around you. Any offender is subject
to loss of points and disciplinary action as deemed necessary. A class period is only
50 minutes in length. If you have an extraordinary circumstance that may require you
to leave in the middle of a class session, discuss it with the TA before class so she can
arrange a special seating assignment for you.
• You will sit in your assigned seat (from Day 3) every day you are in class. You will be
penalized (and in violation of both the Honor Code and the Student Code of Conduct)
if anyone sits in on this class in your place.
• Conversations with classmates around you are disruptive to the professor and, more
importantly, students around you. Any student is invited to confidentially e-mail the TA
with any complaint of excessive conversation. You may be penalized for non-
The course syllabus is a general plan for the course and this calendar a guideline.
Deviation announced to the class via WebCT or by the professor may be necessary.
VI. COURSE SCHEDULE
Date Topic/Activity Reading/Notes
Friday, January 9 Overview of Course Syllabus/
Reber Class Notes
Monday, January 12 Defining Public Relations Chap. 1, Cameron
[LAST DROP DAY, 1/13, LAST ADD DAY, 1/14]
Wednesday, January 14 Public Relations ≠ Marketing ≠
Advertising ≠ Journalism (IMC)
Friday, January 16 Careers in Public Relations Chap. 1, Cameron/
Final Seating Chart/ Class Notes
Signed Contracts Due
Mandatory Attendance for Everyone
Monday, January 19 Martin Luther King, Jr. Holiday
Wednesday, January 21 Managing Competition Chap. 2, Cameron
Friday, January 23 Reputation and Crisis Management Chap. 2, Cameron/
Monday, January 26 Public Relations History Chap. 3, Cameron/
Wednesday, January 28 Public Relations History, cont’.
Friday, January 30 Models of Public Relations
Monday, February 2 Professionalism in Public Relations Chap. 3, Cameron/
Wednesday, February 4 Professionalism, cont’.
Friday, February 6 Departments and Firms Chap. 4, Cameron/
Monday, February 9 Guest Lecture: Today’s Practice
Wednesday, February 11 OPEN
Friday, February 13 EXAM #1: Covers Cameron chapters 1,2,3,4 plus
“Class Notes,” slides, videos, readings and
anything presented in class.
Monday, February 16 Research Methods in Chap. 5, Cameron/
Public Relations Class Notes
Wednesday, February 18 Plans and Objectives Chap. 5, Cameron
Friday, February 20 Communication
Monday, February 23 Communication
Wednesday, February 25 Measuring Success
Friday, February 27 Persuasion and Public Opinion Chap. 6, Cameron/
Monday, March 2 Persuasion and Public Opinion, cont.’
Wednesday, March 4 Guest Lecture: Trendspotting
Friday, March 6 Persuasion and Public Opinion, cont.’
Monday, March 16 Ethics and Law Chap. 7, Cameron/
Wednesday, March 18 Ethics and Law, cont.’
Friday, March 20 Reaching the Audience Chapter 8, Cameron/
Monday, March 23 Media Relations Class Notes
Wednesday, March 25 OPEN
Friday, March 27 EXAM #2 covers Cameron Chapters 5, 6, 7, 8,
plus Class Notes Readings and Slides,
plus any videos or other materials presented in class
March 30-April 3
Monday, March 30 Tech Tools and Trends Chap. 9, Cameron/
Wednesday, April 1 Guest Lecture: Tech Tools and Trends
Friday, April 3 Bill Moyers’: “The Image Makers”
Monday, April 6 Public Relations Tactics Chap. 10, Cameron/
Wednesday, April 8 Public Relations Tactics Class Notes
Friday, April 10 Global Public Relations Chap. 11, Cameron/
Monday, April 13 Corporate Public Relations Chap. 12, Cameron/
Wednesday, April 15 Internal Relations Class Notes
Friday, April 17 Entertainment Public Relations
Monday, April 20 Non-profit Public Relations Chap., 13, Cameron
Wednesday, April 22 Health, Education and Government
Friday, April 24 Guest Lecture: Health Public Relations
Monday, April 27 Political Public Relations Class Notes
Wednesday, April 29 OPEN
Thursday, April 30 Exam #3: Covers Cameron Chapters 9, 10, 11, 12, 13.
Plus all lectures, materials in Class Notes, videos, group
presentations and anything else presented in class