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