Loyola Marymount University College of Communication & Fine Arts Spring 2011 Principles of Public Relations
71548 CMST 393 12 71622 INDA 300 01 Credit Hours: 3 Tuesdays 7:15PM – 10:00PM Room: STR 242
Lecturer: Ramona Y. Wright ’00
Office Hours: Appointment Only
Phone: 310.382.6679 CELL
Email: [email protected]
“Public relations, in this country, is the art of adapting big business to a democracy so that the people have confidence that they are being well served and at the same time the business has freedom to serve them well.”
www.awpagesociety.com - Arthur W. Page
NOTE: Please reference syllabus and calendar prior to every class.
REQUIRED TEXT
Marketing Public Relations:
A Marketers Approach to Public Relations and Social Media by Gaetan T. Giannini, Jr.
AP Style Book | www.apstylebook.com
(Individual On-line 1-year Subscription $20.00 / Purchase Actual Book On-line or in Book Stores)
Supplementary texts, materials and resources:
1) Binder; 2) Notebook; 3) Dictionary and Thesaurus 4.) GMAIL Account
COURSE DESCRIPTION
“Principles of Public Relations”offers an overview of basic public relations concepts and social media tactics used by communication professionals on behalf of business, government, religious, non-profit, and entertainment sectors. It is a class intended to provide a broad perspective of the field to students who aspire to pursue careers in public relations or communications. Students learn how to manage numerous public relations situations in ways that reflect current and appropriate professional and ethical standards by working as account executives with client case studies.
Students will discuss various theories, develop strategies, and implement public relations tactics including, but not limited to, issues of management, public image, employee communication, diversity, community/government relations, media relations, financial relations, social media, crisis management and communication. Also, students will cultivate such practical communication skills as public speaking, writing news
The course is highly interactive, requires frequent use of the Internet, and places heavy emphasis on concise grammatically correct writing and effective verbal communication. Although some assignments emphasize independent and individual productivity, most will require students to collaborate with one another and/or engage with clients, local, national, and international public relations and media professionals.
Many of the class exercises, midterm, and final portfolio presentation will simulate actual and practical conditions encountered in public relations work, textbook material, and require fast but thoughtful analysis, careful attention to details, and a willingness to face public challenges with honesty and integrity. Students should be aware that group activities are a major component of the course and may require them to critically and
comparatively evaluate their own and classmates' work.
DIVERSITY
Students are strongly encouraged to broaden their journalistic and public relations experiences, with the instructor’s help, by including in their work people and subjects such as ethnic, racial and religious minorities; the elderly, disabled and poor; Gay, Lesbian, Bisexual, Transgender, and Queer (GLBTQ); and other disenfranchised non-mainstream groups. The intent is that course work reflects the diversity of the global community and economy.
COURSE GOALS AND OBJECTIVES/EXPECTED OUTCOMES
By experiencing simulated and actual local, national and international public relations situations, using a variety of interactive, written, electronic, and practical techniques; students should:
Maintain awareness of current affairs and know how to utilize social media tools and develop strategic communication strategies;
Understand communication theories and techniques as they pertain to the management of public relations in the corporate, nonprofit, educational, religious, and entertainment sectors;
Understand public relations theories and provide a framework for understanding how to implement actual concepts and tactics;
Enhance her or his knowledge of the ethical choices involved in public relations decision making;
Take initiative to recognize and analyze opportunities as well as solve problems in terms of organizational needs, challenges, and priorities, as well as manage the public opinion about them;
Develop public relations plans to help move a client toward their goals; Write and speak in ways consistent with current public relations practices; Discover the diverse range of PR internships and employment opportunities;
STUDENTS’ GOALS, OBJECTIVES, AND EXPECTATIONS OF THE COURSE
Achieve a better understanding of public relations; which includes, but not limited to, communications, the industry, strategy, social media, the difference between advertising and marketing, and employment opportunities;
Gain practical knowledge;
Career Development;
Develop industry contacts and a professional network.
STUDENTS’ GOALS, OBJECTIVES, AND EXPECTATIONS OF THE PROFESSOR Be efficient;
Be friendly, yet professional;
Show mutual respect;
Present material that will challenge the class and make students say that “the course was worthwhile.”
FOOD FOR THOUGHT
"Seventy percent of success in life is showing up."
- Woody Allen "Regardless of how you feel inside, always try to look like a winner. Even if you are behind, a sustained look of control and confidence can give you a mental edge that results in victory."
- Arthur Ashe
"The caterpillar does all the work but the butterfly gets all the publicity."
- George Carlin
“One of the true tests of leadership is the ability to recognize a problem before it becomes an emergency.”
- Arnold Glasgow "It is not enough to show people how to live better: there is a mandate for any group with enormous powers of communication to show people how to be better."
EXPECTATIONS
Attendance and participation is expected, not rewarded;
Assigned reading must be completed prior to attending class and be prepared for discussions;
Written reports and oral presentations are an integral part of the curriculum and due weekly;
Portfolio assignments must be typed, grammatically correct and accurately formatted on-line;
NO late assignments are accepted;
Work collaboratively with classmates and stay in constant contact with clients;
In addition to the points available, the professor reserves the option of raising or dropping a final letter grade based on participation, professionalism, attendance and promptness.
CLASS REQUIREMENTS/POLICIES
Electronic Devices: Students may not use any electronic devices (i.e., laptops, cell phones, blackberry, two-ways, IPODS, MP3 Players, PSPs, etc.) during class time. If an electronic device disrupts the class, the offending student will be excused from class and marked absent.
Attendance and Participation: Most of the classroom activities will engage a student in reading, discussing, writing, observing, reporting and responding individually and in large/ small groups. Students are strongly encouraged to participate during discussions and make a contribution to the class with their ideas. Students will be graded on both attendance and their level of participation; which is determined by the instructor. Three
late arrivals will count as an absence. Each absence after two will lower a student’s grade. Missing more than three classes will be cause for failure.
Tardy: Closed door policy (marked absent) after 7:30. Please be prompt!
Grades: “D“or better to pass the course.
Web Portfolio Contents:
1. Dossiers - (Partner Bio) and Linkedin Profile
2. PR Strategy Brief - (Team project/equal grading for partners)
3. Press Release/Media Advisory - (Team project/equal grading for partners) 4. Pitch Letter - (Team project/equal grading for partners)
5. Pitch Media - (Team project/equal grading for partners)
6. PowerPoint/Final Presentation - (Team project/equal grading for partners)
7. Resume - (Client work included and reviewed by Career Development Services) Web portfolio submissions will be based on actual client case studies: an individual, corporation, non-profit, governmental agency, entertainment or media entity, religious or educational institution; assigned by the instructor. Assignments should reflect an understanding of the client’s public relations needs as well as application of the theories learned in this course. Instructions and samples of each portfolio submission will be distributed, reviewed, and discussed during portfolio workshops. Final portfolios will
Portfolio Workshops:
After the lecture portion of some classes, the professor will review instructions and samples of the portfolio submissions and discuss the draft contents that will be due at the following class session. Also, students will conference with the professor and each other to critique and discuss their portfolio drafts, and the ways in which they would like to improve them. Students can also use this time to address any challenges that they are encountering in the class. Each workshop session is considered class time, thus leaving after a lecture and skipping the workshop will constitute as an absence.
Plagiarism:
All sources should be sited. The College of Communication & Fine Arts is committed to the highest standards of academic excellence and integrity. Plagiarism and other forms of cheating will not be tolerated, and students caught cheating will be failed.
Grading Scale and Range:
Attendance and Class Participation 300
Midterm 150
Portfolio: 7 items x 50 pts. each 350
Final Presentation 100 Classmate Evaluation 100 Total: 1000 points 951 – 1000 A+ 900 – 950 A 851 – 900 B+ 800 – 850 B 751 – 800 C+ 700 – 750 C
Total Extra Credit: 15 pts. max. (Attending an event and writing a reflection)
*Students will receive a progress report via e-mail based on midterm results and in-class participation if they fall below a “C” average.
**If a student has special learning needs, please inform the instructor within the first week of class with proper LMU documentation. If you are an athlete, please submit your game schedule so arrangements may be made for missed work.
***Incompletes will be granted only for situations of extreme necessity.
Class Routine:
7:15 – 8:30 Faculty lecture, and/or guest(s) lecture, client case study consultations 8:30 – 8:45 Break (15 minutes)
8:45 – 10:00 Class discussion of text book material and current affairs (“Case Study and Discussion Starters), portfolio workshop, and prep for the next class.
RESOURCES
Research and Support - (Always Fact Check!):
AP Style Book (Individual On-line 1-year Subscription $20.00 / Purchase Actual Book On-line or in Book Stores)
www.apstylebook.com
Dictionary.com
www.dictionary.reference.com
Sign-up for the “word of the day” and enhance your vocabulary; which is a critical component of successful public relations writing.
Cision http://us.cision.com LexisNexis® www.lexisnexis.com Industry Trends: Bulldog Reporter www.bulldogreporter.com BrandChannel.com www.brandchannel.com DiversityInc. www.diversityinc.com Media Bistro www.mediabistro.com PR Week www.prweek.com
Press Release Distribution Services:
Associated Press (AP)
www.ap.org Business Wire www.businesswire.com PR Newswire www.prnewswire.com Professional Organizations:
Council of Public Relations Firms
www.prfirms.org
International Association of Business Communicators (IABC)
