Introduction to Public Relations          ________________________             COMM 2330

San Antonio College Journalism-Photography Department á Ms. Merkner á Spring 2007

 

 

Course Syllabus

 

Class Meeting Time and Place

9:25 a.m.-10:40 a.m. Tuesday and Thursday, LSC 209

 

Instructor

Ms. Susan A. Merkner

Office hours: Monday: 11 a.m. to 3 p.m.

                                                     Tuesday: 11 a.m. to 2 p.m.

                                                    Wednesday: 11 a.m. to 2 p.m.

and by appointment

Office location: Loftin Student Center 220

Phone and voice mail: 733-2874 (office direct line) or 733-2870 (department)

Fax: 733-2868

E-mail: smerkner@mail.accd.edu

 

Catalogue Description/Prerequisites

Introduction to Public Relations, COMM 2330 (3-3-0).

Prerequisite: None; completion of English 1301 recommended.

Description: This course explores the history and development of public relations. It includes presentation of the theory behind and the process of public relations, including the planning, implementation and evaluation of PR campaigns. The course will provide instruction and writing practice designed to develop the professional-level writing skills expected of beginning public relations practitioners, emphasizing the different approaches required for particular audiences and media.

 

Attendance

Students are expected to attend and participate in all class sessions and are responsible for the content of each class. Students are required to arrive on time and attend the complete class to be counted present. The instructor takes roll at the start of each class. Students who arrive late are recorded tardy; two tardies count as one absence.  Those who miss more than two weeks of classes (four sessions) will be dropped with a grade of W.

 

Texts

Required: Public Relations Writing: Form and Style, 7th ed., by Doug Newsom and Jim Haynes, Thompson/Wadsworth, Belmont, Calif., 2005.

Optional: The Associated Press Stylebook. The instructor will not test specifically on the optional text, but it provides a good reference for the journalistic-style writing used in public relations.

                                   

Instruction

Techniques include lecture, video presentations, case studies, Power Point presentations, Web sites, readings, guest speakers, enrichment assignments and group activities.

 

Course Content

The purpose of this course is to increase the studentŐs understanding of public relations: its history, development, theory and process. Emphasis will be on writing skills, identifying and reaching target audiences, research, organization and career opportunities. Among the topics to be covered are: the roles and responsibilities of PR practitioners; writing principals; and writing for select and mass media publics.

Grades

Class assignments and exams carry a value of 100 points.  An absence will translate as a zero grade for that dayŐs work. The instructor does not accept late assignments.

Course grades will be determined as follows:

                  15 percent attendance and participation

                  20 percent in-class assignments

                  20 percent out-of-class assignments

                  10 percent midterm exam

                  15 percent term project (written and oral reports)

                  20 percent final exam

                 

Standards

All work done in class must be written on a computer or handwritten in blue or black ink. Work done outside of class must be typewritten or typeset on a computer in black ink only. NO WORK IN PENCIL WILL BE ACCEPTED FOR GRADING.

Accuracy is one of the primary goals of a responsible communicator. All assignments for this course will be graded for content, form, word usage, mechanics and spelling. Proofread your work. Get help, if you need it.

On ALL assignments, in the top left corner of the first page or cover, please include your full name, the class day(s) and hour, and the assignment title on separate lines.

 

Learning Outcomes and Performance Objectives

Learning Outcome 1: The student will demonstrate an understanding of the primary and secondary research methods used in public relations, including planning PR campaigns.

Performance Objectives/Methods of Measurement:

The student will:

  1. demonstrate knowledge of internal and external publics by completing written assignments such as newsletters, brochures, letters, memos, e-mail, reports, proposals and press releases.
  2. be able to find facts from a variety of sources by using the Internet, books, periodicals and interviews, and using the information in a variety of written formats such as backgrounders and position papers, and in classroom discussions of case studies.
  3. apply techniques of persuasion by completing written assignments, such as advertising copy, brochures, position papers, prepared statements for the media and speeches.

Learning Outcome 2: The student will be cognizant of various ethical and legal issues involved in the practice of public relations, including a personal commitment to ethical professional behavior. 

Performance Objectives/Methods of Measurement: 

The student will:

  1. demonstrate knowledge of legal issues impacting the PR industry, such as copyright, libel and plagiarism, through written examinations, classroom discussions and case studies.
  2. be cognizant of ethical issues such as fairness, conflict of interest and competition through the study of codes of professional organizations, classroom discussions, case studies and written examinations.

Learning Outcome 3: The student will demonstrate proficiency in the public relations style of writing and in working cooperatively with mass media. 

Performance Objectives/Methods of Measurement: 

The student will:

  1. demonstrate knowledge of targeting a specific message to a general or specific audience by using clear, concise language in enrichment assignments such as press releases and through written examinations.
  2. become proficient in the PR style of writing, including grammar and punctuation, through enrichment assignments and written examinations.
  3. be cognizant of the specific needs of various media through writing news releases for print and electronic media and developing media kits and pitches, based on case studies.
  4. become aware of the creative opportunities available within PR work, such as graphic design concepts, photography and Web site development, through written examinations, guest speakers and case studies.

Learning Outcome 4: The student will gain an understanding of various career opportunities within the public relations field.  

Performance Objectives/Methods of Measurement: 

The student will:

  1. demonstrate knowledge of various careers utilizing PR skills by participating in organized group discussions of techniques such as writing a resume, building a portfolio and preparing for a job interview.
  2. demonstrate knowledge of professionals in the public relations field by exposure to speakers from within the department and outside the college, including local PR practitioners and members of the media.
  3. be cognizant of higher-level PR functions within organizations, such as crisis communications, internal publications and Web site development, through case studies, classroom discussion, guest speakers and written examinations.

 

 

College, Department and Instructor Requirements

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."

Department requirements: 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.  Students may drop by going to the Office of Admissions and Records, or by sending the instructor an e-mail requesting that they be dropped from the class. Students dropping by e-mail must type their full name at the bottom of their request. Students also may visit Room 204-A of Loftin Student Center to pick up a drop slip.

Instructor requirements: Students are expected to read, view and listen to the media outside of class, including the daily newspaper, magazines of the studentŐs choice, and local television and radio newscasts.  Students should look for examples of public relations campaigns, crisis communications, and current topics and issues related to the field. Students are expected to read textbook assignments as determined by the instructor and to complete all assignments on time.

College Policies

 

A. San Antonio College does not discriminate on the basis of race, religion, color, national origin, sex, age or disability with respect to access, employment programs or services.

B. Students are urged not to bring children to either a class or a lab. Minors under the age of 12 must not be left unattended on campus. 

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. 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.

G. ACCD Department of Public Safety 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)

 

H. Students also must abide by the policies, procedures and rules set forth in the "Student Code of Conduct" and all other policies set forth in the San Antonio College Bulletin.

 

 

Classroom Behavior/Cell Phones/Smoking/Food and Drink

All cell phones, pagers, PDAs and other electronic devises must be turned off and left on the table at the front of the classroom during class. Any student who violates this policy may be dropped from the course. Please refrain from eating or drinking (except water) in the classroom. Excessive trips outside the classroom for visits to the restroom or water fountain will not be tolerated. San Antonio College is a smoke-free campus.