I.         Course Description

During this course, which is designed to teach management and planning skills, students will work on a public relations campaign from conception through execution, including the development of materials.  (Prerequisites:  COMM-222 and COMM-322)

II.        Rationale

Good public relations management can turn a problem into an opportunity.  Understanding an organization's publics and developing appropriate messages for them directly influences the outcome of a public relations endeavor.  This course emphasizes the development of analytical skills and the strategy expected of a public relations practitioner in an entry-level position.  It will focus on current problems and questions in the profession, ethics, and the application of public relations principles to “real world” public relations problems.  Students are expected to integrate new information with knowledge they have already gained in this major to develop a public relations plan.  The goal is to bring together everything you have learned about public relations and apply it to a real client.

III.      Textbooks

            The textbooks adopted for this course are:

·        Ronald D. Smith: “Strategic Planning for Public Relations”

·        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"

·        Any 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:

·        Use appropriate research methods for the purpose of public relations planning and evaluation

·        Analyze situations, organizations, and publics using appropriate methods

·        Formulate action and response strategies

·        Choose appropriate communication tactics

·        Apply techniques of persuasive writing to achieve various ends

·        Develop a strategic public relations plan

·        Plan and conduct a news conference

·        Develop an understanding of issues and crisis management

 V.       Instructional Methods and Activities

Methods and activities for instruction include traditional experiences in the form of lectures, class and small group discussion, hands-on activities, and individual/group projects.

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 2004SPCOMM42201).  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:

Campaign:  60 percent

The culmination of what you have learned in this class, as well as prior public relations coursework, will be featured in a campaign proposal and presentation.  Early in the semester, you will be presented with a public relations situation.  Groups acting as agencies will then prepare a campaign to “pitch” to the client.  It is the intent that this project be developed throughout the semester as you learn new techniques and strategies. 

All members of a group will receive the same grade for this project based on the following:

News conference:              100 points  (10 percent)

“Pitch” presentation:            100 points  (10 percent)

Campaign plan:                   400 points  (40 percent)

A note about group projects:  Group work means just that – all members of a group are responsible for the project.  You will need to work together to determine the direction of the campaign.  This is not a project you can parcel out for individual work during the semester and then come back together as a group at the end.  Group members will have an opportunity to provide the instructor with feedback on the contributions made by all members of the group.

Assignments:  10 percent

There will be several homework assignments, including three papers that should be formatted using the following guidelines: papers 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 format as this syllabus) with 1½-line spacing.

            Exams:  30 percent

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

The grading scale to be used is as follows:

            94 - 100           A                     80 - 83             B-                    67 - 69             D+

            90 - 93             A-                    77 - 79             C+                   64 - 66              D

            87 - 89             B+                   74 - 76             C                     60 - 63              D-

            84 - 86             B                      70 - 73             C-                    Below 60          E

Important Note:

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

VII.     Class Policies and Course Schedule

            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 scheduled class meeting on time and be prepared to participate. You learn best when you come to class.  Your attendance in this class is especially important in order to participate in group planning time.  Class attendance will be considered when assigning a final grade. 

            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.  If for some reason an assignment is not turned in on time, five points will be deducted for every class day it is late.  Although assignments are 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.

            Grading.  It is presumed that each of you is beginning this class with the capability of meeting the rigorous demands of upper-level undergraduate work.  The degree with which you demonstrate this capability will determine your final grade.  Academic integrity is expected of each student; college guidelines on academic misconduct will be enforced.  Because of the professional nature of this class, standards of grammar, punctuation, spelling, and the AP stylebook will be expected in every writing sample you submit.  Points will be deducted for misuse.  Neatness and a professional look also are expected.  All writing assignments must be typed and proofread.