San Antonio College -- 1300 San Pedro Ave. -- San Antonio, TX, 78212-4299

Credit Hours: 3

Instructor: See Faculty for instructors teaching the course.

Office: Loftin 204   Phone Number: (210) 733-2870  FAX: (210) 733-2868

Email: email to smerkner@mail.accd.edu  Web Address: http://www.accd.edu/sac/j-p/SusanMerkner.html

I. Catalog Description: Introduction to Public Relations (3-3-0) Prerequisite: None. ENGL 1301 recommended

This course explores the history and development of publilc relations and includes presentation of the theory behind and process of public relations, including the planning, implementation and evaluation of PR campaigns. .

II. Pre-requisites, co-requisites and other requirements: (1) Students should be eligible to take ENGL1301; the course may be taken concurrently.

III. Text: To be decided

Topics will include:
History and development of public relations
Conducting research on internal and external audiences
Media kits for print and broadcast
Pitching stories to the media
Evaluating the effectiveness of PR campaigns
... and much more

IV. Instruction will consist of: Techniques include lecture-discussion, video presentations, Power Point presentations, Web sites, readings, guest speakers, enrichment assignments and group activities.

V. Course Content: The purpose of this course is to increase the students' understanding of public relations and prepare them for effective and ethical public communication on behalf of contemporary organizations (profit and non-profit).

VI. Learning Outcomes and Performance Objectives with their methods of measurement as used to determine the students' mastery of those outcomes.

Learning Outcome 1: The student will be cognizant of developments, components, criticisms and personalities in the history of public relations in modern organizations and a variety of theories and paradigms of effective public relations. .

Performance Objectives/Method(s) of measurement for each objective

1. The student will demonstrate knowledge of strengths and weaknesses of the various methods of public relations and how and where it fits into society by written reports, class discussion and tests.
2. The student will demonstrate skills necessary for the practical arts of market/audience research and analysis, campaign development, image and text design, media reltions, crisis management and communication ethics through class assignments and discussions and tests over the information.
3. The student will demonstrate knowledge of the history of public relations and outstanding practitioners in the discipline by presenting oral reports and leading class discussions on the subjects.

Learning Outcome 2: The student will be cognizant of strategic issues and effective practices of communication between organizations and their constituencies.

Performance Objectives/Method(s) of measurement for each objective

1. The student will be able to develop market surveys, write news releases, produce public service announcements, conduct news conferences and design collateral material and demonstrate that knowledge by investigating case studies, making class presentations and taking tests.
2. The student will demonstrate knowledge of the media needed for effective public relations, including the organization of the various measurable media by participating in class field trips and writing reports on the trips.
3. The student will demonstrate knowledge of the dynamics of photography in public relations by completing written examinations and completing an enrichment assignment to use his/her knowledge of photojournalism and the magazine formula to complete a magazine cover demonstrating effective use of audience attraction.
4. The student will demonstrate knowledge of the history and development of advertising -- an important complement to public relations -- by completing written examinations and participating in an organized class/group discussion of case studies of successful advertising campaigns and using the language of advertising. The student will demonstrate knowledge of the relationship between advertising and mass media by completing written examinations and completing an enrichment assignment to design a storyboard for an advertising campaign for a given product to reach a specific target audience based on demographics and psychographics and using the language of advertising, e.g., positioning, emotional appeals and the Marketing Cycle.

Learning Outcome 3: The student will demonstrate knowledge of various career opportunities in public relations. (See Media Careers)

Performance Objectives/Method(s) of measurement for each objective

1. The student will demonstrate knowledge of his/her chosen career path by completing an interview of at least 30 minutes with a professional in the student's chosen public relations job and reporting on that interview either with a written report, a website, a video or a PowerPoint presentation. 2. The student will demonstrate knowledge of techniques of a job search by completing written examinations, participating in organized group discussions of techniques such as writing a résumé, preparing for a job interview, building a portfolio and finding his/her Unique Selling Proposition. (See Tips for getting a job) 3. The student will demonstrate knowledge of professionals in journalism, photography, public relations, advertising and design by exposure to speakers in the department from professionals and by end-of-course evaluations.

VII. Course requirements and grade computation: Methods of instruction include lecture, discussion, videotapes, slides and group activities as well as readings.

Grading will be based on four major essay exams during the semester. Other grades may include book reports, a market research assignment, an interview, daily quizzes and a public relations campaign. If a student must miss an exam, he/she should contact the instructor or call 733-2870 to make arrangements for a makeup exam.

A. College Requirements: A written, comprehensive final examination, not to exceed two and one-half hours in length, shall be given at the end of each semester for each course at the regularly scheduled time. Any exceptions to these requirements must be approved by the appropriate dean. Other examinations are given at the discretion of the instructor.

A student who must be absent from a final examination should petition that instructor for permission to postpone the examination. A student absent without permission from a final examination is graded "F." Postponed examinations result in a grade of "I." The final exam must be taken within 120 calendar days from the end of the semester or the grade automatically becomes an "F." (San Antonio College Bulletin, Faculty Handbook - January 1995)

B. Departmental Requirement: A student wishing to withdraw from this class during the semester must process a formal withdrawal through the Office of Admissions and Records. Failure to withdraw formally will result in the assignment of a failing grade (F) for the  course.  You may drop by going to the Office of Admissions and Records, or you may send me an e-mail requesting that I drop you from the class. If you do the latter, please be sure to type your full name at the bottom of your request. You also may drop by Room 204-a of Loftin Student Center to pick up a drop slip.

The college bulletin allows absences for the equivalent of two weeks of class, but you will be dropped after that number. After the drop date, each absence over six will take three (3) points off your final grade.

C. Instructor Requirements:

* Read the newspaper daily or at least on Sunday
* Read a magazine of your choice
* Watch television news occasionally and be aware of television trends
* Listen to radio
* Watch commercials on television -- form opinions as to your favorites and the most effective and least effective ads

B. Students are urged not to bring children to either a class or a lab. Minors under the age of twelve (12) must not be left unattended on campus. College Academic Council - April, 1998

C. ADA Statement: "As per Section 504 of the Vocational Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990, if accommodation is needed contact the Office of DisABILITY Support Services, CAC 124C, Phone: (210) 733-2347.

D. A Rapid Response Team exists for the purpose of responding to emergencies. If you have a disability that will require assistance in the event of a building evacuation, notify Disability Support Services, Chance Academic Center 124C, Phone: (210) 733-2347.

E. Academic Dishonesty: Students may be subject to disciplinary proceedings resulting in an academic penalty or disciplinary penalty for academic dishonesty. Academic Dishonesty includes, but is not limited to, cheating on a test, plagiarism and collusion. For additional information refer to the "Student Code of Conduct" in the San Antonio College Bulletin.

F. Students are required to silence all electronic devices (e.g., pagers, cellular phones, etc.) when in classrooms, laboratories and the library. College Academic Council, 01/ 2000.

G. San Antonio College Attendance Policy: Regular and punctual attendance at all classes and laboratories, day and/or evening, is required. A student absent for any reason is responsible for all work missed. Both tardiness and early departure from class are forms of absenteeism. The instructor establishes the policy with regard to each.

Absences of each student are recorded without exception. The counting of absences begins on the first day of class. A student absent the equivalent of two weeks of instruction in a 16-week semester may be dropped by the instructor. If a student is dropped from a class for excessive absences, the instructor will record a grade of "W' (withdraw). It is the student's responsibility to ensure that the withdrawals have been submitted.

H. San Antonio College is a smoke-free campus.

I. ACCD DPS Emergency Phone Numbers:

ACCD DPS Emergency Phone (210) 222-0911
ACCD DPS General Phone (210) 208-8099
ACCD DPS Weather Phone (210) 208-8189 (For information on college closures)