I.          Course Description

In this course, students will learn the basic theories, history, ethical codes, and practices of public relations; how to write according to Associated Press style; and how to prepare basic written documents such as news releases and news advisories.

II.        Rationale

Public relations is all around us.  This course is designed to broaden students’ awareness of the role public relations plays in our lives by developing an understanding of the historical development of public relations, the role of public relations practitioners in diverse settings, and components of public relations programs. 

III.       Textbooks

            The textbooks adopted for this course are:

·        “Essentials of Public Relations” by Wilcox, Ault, Agee and Cameron

·        The Associated Press Stylebook

Recommended, but not required, supplementary textbooks are:

·        Any book of grammar and usage, such as Strunk & White's "The Elements of Style"

·        A dictionary

IV.       Course Objectives and Outcomes

To demonstrate achievement in this course, the student should be able to show competency in meeting the following objectives:

·        Define public relations

·        Trace the evolution of public relations from its American beginnings to modern practice and explain the profession’s impact on society (and vice versa)

·        Identify and differentiate the various roles public relations plays in organizations

·        Understand communication models and theories, and explain their use in public relations

·        Describe various legal considerations encountered during the practice of public relations

·        Outline basic guidelines for building good media relations

·        Write a news release and media advisory

·        Outline the public relations process

V.        Instructional Methods and Activities

Methods and activities for instruction include traditional experiences in the form of lectures, class and small group discussion, written assignments, research, and guest speakers.

This course actively uses BlackBoard, the college’s Web-based teaching site. The course site will include lecture outlines (posted at least one day in advance of each class), assignments, important announcements, supplemental resources, and grades.  You must “enroll” to participate in the online course (the number for this course is 2004SPCOMM22201).  Blackboard may be accessed from any computer at http://www.fredonia.edu/blackboard/.  Information on how to get started is located on the first page of the site.  Attachments will be in Word format.  If your computer currently cannot open this format, “viewers” can be downloaded for free at:

http://office.microsoft.com/downloads/2000/wd97vwr32.aspx.  For more information, visit Blackboard’s support page at http://www.fredonia.edu/blackboard.

            Please note:  E-mail messages pertaining to the course will sent through Blackboard, which uses your

            fredonia.edu account. 

 VI.      Evaluation and Grade Assignment

            The methods of evaluation and the criteria for grade assignment for this course are:

Exams:  40 percent

Four exams will be administered during this course.  Subject matter will be taken from the text, lecture notes, and class discussions. 

Journals:  30 percent

The purpose of the journal is to encourage students to examine aspects of public relations in daily life and to provide an opportunity to write on a regular, planned basis.  Journals should be at least TWO FULL pages, 8½” x 11” with a 1” margin on all sides, using    12-point Times Roman type (the same page format as this syllabus) with 1½-line spacing. 

Paper: 20 percent

The culmination of what you have learned in this class will be the focus of a final paper in which you will share insight gained from the course and additional research, as well as personal perspectives.  Papers should be at least FIVE FULL pages, 8½” x 11” with a    1” margin on all sides, using 12-point Times Roman type with 1½-line spacing.

Assignments:  10 percent

Writing is one of the primary responsibilities of a public relations practitioner.  Students will be introduced to three basic tools of the profession -- news releases, news advisories, and pitch letters – as part of a writing workshop.

Important Note

Class attendance, participation during discussions, and on-time assignments will be considered when assigning a final grade.

The grading scale to be used is as follows:

            94 - 100           A

            90 - 93             A-                   

            87 - 89             B+

            84 - 86             B

            80 - 83             B-

            77 - 79             C+

            74 - 76             C

            70 - 73             C-

            67 - 69             D+

            64 - 66             D

            60 - 63             D-

            Below 60          E

VII.     Class Policies

            Attendance.  As a public relations practitioner, you will be expected to go to work every day ready to do your job.  As a student, you are expected to come to every class prepared and on time.  Attendance will be taken at the beginning of each class.  If you join class after attendance has been taken, it is your responsibility to make sure the instructor knows you are there.

            Class Participation.  In the work place, participation involves more than mere physical presence.  Likewise, in the classroom, you are expected to be actively involved.  Take the initiative in discussion and projects, ask relevant questions, and contribute to the overall learning environment of this class. You are not in competition with other students.

            Assignments.  As a public relations practitioner, you will be responsible for distributing information on a timely basis; likewise, as a student, you will be responsible for completing assignments on time.  You will receive ample notice of assignment deadlines.  Assignments are due on the assigned day even if you cannot attend class; late assignments will reflect a deduction of five points for each class they are late.  Although assignments will be graded, they should primarily be thought of as learning experiences.  If you are absent for any reason, it is your responsibility to obtain class assignments, notes, and handouts from another student.