COM 355: Introduction to Public Relations
Instructor Dr. Kathleen Frazer Oswald
Summer 2014
Class Room: Main Hall 215
Time: T/H 12:30 p.m. – 4:30 p.m.
E-mail: Kathleen.oswald@villanova.edu
Office: Main Hall 511
Office Hours: T/H 12-12:30 or by appointment
Course Catalog Description
Introduces students to the theory and practice of public relations, including research, writing, and
evaluation. PREREQ: COM 219, 224; and SPK 208.
Introduction
This course serves as an introduction to public relations. We will focus on the centrality of relationships in
public relations, PR strategies and tactics, and real-world applications. This course is ideal for students
interested in the practice of public relations as well as students who plan to work in related areas such as
marketing, sales, human resources, and other management positions.
My Teaching Philosophy and Expectations
My student-centric teaching philosophy focuses on preparation of students for the realities of the
professional, technological, and global worlds they will face. I see teaching as an instructor responsibility
to facilitate learning, provide relevant resources and strategies, and empower students to apply what they
have learned beyond the classroom. I believe learning is an active role that requires an investment on the
part of the student. I expect students to come to class prepared, contribute to class discussion, have a
positive attitude about the course, and act respectfully toward their classmates.
Course Objectives
By the end of this course students will be able to:
Explain to others what the public relations function is and how it works.
Discuss the role of the law and ethics in public relations.
Explain the role of research, strategy, and planning in the public relations field.
Demonstrate a broad knowledge of Public Relations topics.
Course Materials
th
Required Textbook: Seitel, Fraser P. (2011). The practice of public relations (11 ed.). Upper
Saddle River, NJ: Pearson Prentice Hall.
Other resources to be provided electronically.
Assignments
Class Participation (Discussion and In Class Assignments) (20 percent)
I expect everyone to complete assigned reading before class. The learning experience is richer when
everyone is involved, so I want you to come to class with something to say – a question, an example,
more information – in addition to having command of the material. In class assignments can only be
completed in class (there will be no make-up work for unexcused absences) so make sure to be there.
News Release (10 percent)
Write a two-page news release that answers the key journalistic questions (who, what, when, where, why
and how). Pay special attention to the lead, and make sure your news release follows the inverted
pyramid style and Associated Press guidelines. More detail to follow.
The Practice (20 percent)
This is a project in which you will discuss the ways that a particular social media platform can be used in
the practice of public relations. You will give an introduction to the platform, demonstrate understanding of
key PR functions, and discuss the ways in which this platform can be used to negotiate relationships with
stakeholders. You will be required to cite at least three sources (not counting your textbook) and to
include a bibliography that follows APA style. You will present your research findings to the class in a 15
minute presentation that incorporates visual aids. More details about this assignment will be given after
the mid-term exam.
Mid-term and Final Exam (mid-term = 25 percent, final = 25 percent)
The mid term will serve as a good marker of your progress in class. After the exams are graded, we will
spend time going over the exam answers, as the final exam will be cumulative. More details about the
format of exams will be given approximately one week in advance. Remember, these are not just tests,
but checklists of the things you most need to know about PR!
Percentage Breakdown
Participation (Class activities)
News Release
Final Project: The Practice
Mid-term Exam
Final Exam
20%
10%
20%
25%
25%
Total: 100%
Grades
Grades will be calculated according to the following grading scale:
A+
A
A-
99- 100%
94- 98%
90- 93%
B+
B
B-
87-89% C+
83-86% C
80-82% C-
77- 79%
73- 76%
70- 72%
D+
D
D-
67-69%
63-66%
60-72%
COURSE POLICIES
Attendance
I expect that you will attend all class meetings, as we have a great deal of material to cover. If you are not
present when I call roll, you will be marked as absent. If you do happen to arrive late, inform me at the
end of class and I will change your absence to a late. Two lates = one absence.
Unexcused Absences
You are granted one unexcused absence without penalty. Additional unexcused absences result
in a half letter grade deduction in your final grade each.
Excused Absences
Anticipated absences (e.g. university event, court attendance) must be cleared with the instructor
before the absence. Emergency absences (medical emergency, family death or illness) must be
documented appropriately and reported to the instructor as soon as possible.
If you must miss class for any reason, excused or not, it is your responsibility to find out what you missed
(notes, assignments, handouts, and etc.) and/or make arrangements to complete any missed work.
Make-up work and Late work
In-class assignments can not be made up in the case of unexcused absences. Late papers and projects
will not be accepted, given the short timeframe we are working with in this summer course. Papers turned
in early because of anticipated absences will be gladly accepted.
Distractions
Distractions include texting/chatting on your cellphone, browsing the web or playing games on your laptop
or phone, having a side conversation while a classmate or I am speaking, and anything else that manners
dictate is rude. I do not think that this will be a problem, but if it is, it will count as a deduction from your
participation score (as being a distraction is a negative kind of participation).
Americans with Disabilities Act (ADA)
Any student with a disability who believes he/she needs accommodation(s) in order to complete this
course should contact the Office of Services for Students with Disabilities as soon as possible. It is the
responsibility of each student with a disability to notify the University of such disability. The staff in the
Office of Services for Students with Disabilities will determine what accommodations are appropriate and
reasonable under the Americans with Disabilities Act. The Office of Services for Students with Disabilities
is located in Lawrence Center - Room 233, and can be reached by phone at 610-436-2564. Please
advise me of any disability and the desired accommodations immediately after the first scheduled class
period. Accommodations will not be made retroactively.
Academic Integrity
I expect that all work in this class is your work. When you turn in work as your own (as in putting your
name on it), I will take that to mean you are telling me that this work is yours and yours alone, and that
you have completed it for this class and not previously. I take plagiarism and cheating very seriously
(what if someone else was getting credit for your work? It’s no different). If you have a question about
how to properly credit a source, please ask in class or contact me.
Proof of academic misconduct can result in the automatic failure and removal from the course. Please
see the university catalog for a complete discussion of the university’s policy on academic integrity.
COURSE SCHEDULE
Day One
COURSE INTRODUCTION and PR BASICS
July 1
Course Introduction: Review Syllabus, Assignments and Final Project
Reading Assignment:
CH 1 – What is PR Anyway?
CH 2 – The History and Growth of PR
CH 3 – Communication
Day Two
PR ETHICS and MEDIA RELATIONS
July 3
Reading Assignment:
CH 4 – Public Opinion
CH 6 – Ethics
PRSA Code of Ethics (web)
Day Three
RESEARCH and PLANNING
July 8
Reading Assignment:
CH 5 – Management/Planning
CH 8 – Research
Day Four
PR WRITING
July 10
Reading Assignment:
CH 9 – Media Relations
CH 15 – PR Writing
Discussion of News Release Assignment
Workshop Time – Draft and Peer review releases
Day Five
MID TERM EXAM
July 15
Mid-term examination. Arrive promptly at 12:30. Any student arriving
late will be unable to take the midterm exam.
News Release Assignment Due
Day Six
CONVERGENT PR
July 17
Reading Assignment:
CH 18 – PR and Social Media
Discussion of Final Project
Workshop Time – Form small groups and prepare project pitch
[Last day to withdraw from the course is Friday, July 18]
Day Seven
EMPLOYEE, COMMUNITY and CONSUMER RELATIONS
July 22
Present Final Project Pitch
Reading Assignment:
CH 10 – Employee Relations
CH 11 – Community Relations
CH 13 – Consumer Relations
Day Eight
CRISIS MANAGEMENT
July 24
Reading Assignment: CH 19 – Crisis Management
Workshop Time – Time set aside to meet with groups
Day Nine
PRESENTATIONS
July 29
Assignment Due: Final drafts (by beginning of class 7/29)
Final Presentations
Final Day
FINAL EXAM
July 31
Comprehensive final exam