I.          Course Description

Analysis of classic and contemporary public relations cases in industry, labor, education, government, social welfare, and trade associations.  This course fulfills one of the College Core Curriculum (CCC) Speaking-Intensive requirements.

(Prerequisite:  COMM 222)

 II.       Rationale

Throughout life, we learn from experience, whether that experience was positive or negative.  Public relations practitioners can benefit greatly from examining the strategy behind public relations programs and their outcome. Public relations cases can be used to promote critical thinking skills, to refer to examples of strategies and tactics that have proven successful (or unsuccessful), to provide role-playing opportunities, and to allow problem-solving and decision-making experiences.  The case study format benefits students by helping them to become more autonomous learners, as well as increasing their skills in conducting research and presenting in-depth information.

 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"

·        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:

·        Identify the steps of the public relations strategic planning process

·        Apply the strategic planning process as the foundation for analyzing and discussing public relations cases

·        Demonstrate an understanding of the differences among various specialties of public relations, such as employee relations, community relations, consumer relations, media relations, and crisis communications

·        Effectively discuss the public relations implications of situations facing organizations

·        Draw upon cases to create planned responses to various public relations situations.

 V.        Instructional Methods and Activities

Methods and activities for instruction include traditional experiences in the form of lectures, class/small group discussion, and individual project presentations.

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 2004SPCOMM34401).  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:

            Case Study Analyses:  70 percent

At the core of this course is the study of strategic management of communication and relationships between organizations and their key publics.  Following the strategic planning process, each student will submit a written analysis of three classic/contemporary public relations cases, two of which also will be presented in class.  No two students will have the same case study.

Case Study #1              This case will be submitted as a six-part assignment, which will be prepared as the subject matter is learned

Paper:                          Eight to 10 pages *

Presentation:                None

Value:                           20 percent

Case Study #2              This case will focus on the four main components of the strategic planning process

Paper:                          Five to seven pages *

Presentation:                Five to seven minutes

Value:                           20 percent

Case Study #3              This case will examine the four-part strategic planning process, as well as analyze each component

Paper:                          Eight to 10 pages *

Presentation:                Nine to 11 minutes

Value:                           30 percent

*  Papers should be formatted using the following guidelines:  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.

Final:  30 percent

Students will be given one comprehensive exam, during which you will analyze a case.

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.  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.  Class participation includes active listening during presentations.

            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 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.

            Grading.  It is presumed that each of you is beginning this class with the capability of meeting the demands of 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, and spelling will be expected in every writing sample you submit.  On graded assignments, points will be deducted for misuse.  Neatness and a professional look also are expected.  All writing assignments must be typed and proofread.