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This course is an introduction to the principles and practices of public relations in light of the new changes in media. Students will learn the process of public relations through the examination of various types of PR campaigns, with emphasis on specific case-studies. They will also engage in the organization and implementation of a PR event.
This course is an introduction to the principles and practices of public relations in light of the new changes in media. Students will learn the process of public relations through the examination of various types of PR campaigns, with emphasis on specific case-studies. They will also engage in the organization and implementation of a PR event.
This course is an introduction to the principles and practices of public relations in light of the new changes in media. Students will learn the process of public relations through the examination of various types of PR campaigns, with emphasis on specific case-studies. They will also engage in the organization and implementation of a PR event.
COM 213 Course Coordinator - Course Co-coordinator - Class Time and Location T.Th 4:00 pm - 5:15 pm, Fine Arts Building: 2205
Credits and Contact Hours 3.000 Credit hours Semester Fall 2013 Last Revised on September, 2013
CURRENT CATALOG DESCRIPTION This course is an introduction to the principles and practices of public relations in light of the new changes in media. Students will learn the process of public relations through the examination of various types of PR campaigns, with emphasis on specific case-studies. They will also engage in the organization and implementation of a PR event.
Office: Nicol Hall 522 Office Hours: T.TH 15_00-16:00 pm
COURSE LEARNING OUTCOMES
CLO1: Distinguish between the dominant and the critical paradigms underlying public relations theory. CLO 2: Demonstrate understanding of theories within the functionalist and the critical paradigm in exams (i.e. excellence theory, symmetry, asymmetry, systems theory, and the theory of communicative action). CLO 3: Identify linear processes underlying a public relations campaign, and the critique of linear processes. CLO4: Distinguish between the public sphere and the private sphere and the importance of public opinion in democratic societies. CLO5: Identify a public issue and the issues life cycle and evaluate a current or an emergent issue. CLO6: Analyze media outputs. CLO7: Conduct a situational analysis of an issue. CLO8: Identify the target public and develop a communication strategy aiming at behavioral change. CLO9: Select effective message strategies for a public relations campaign. CLO10: Formulate a research question on an issue. CLO11: Select an appropriate research method or a combination of methods conducting PR research. CLO12: Research an issue to indentify target public. CLO13: Recommend strategies to communicate messages to target public. CLO14: Develop a campaign plan, write a press release, and present a campaign plan.
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COURSE GRADING AND PERFORMANCE CRITERIA PARTICIPATION, AND DISCUSSIONS 10% ASSIGNMENTS, QUIZZES 20% MID TERM 20% RESEARCH PAPER 15% FINAL EXAM 15% FINAL CAMPAIGN PLAN AND PRESENTATION 20%
SEE SCHEDULE FOR ASSIGNMENTS, RESEARCH PROJECT, FINAL CAMPAIGN AND PRESENTATION IN THE COURSE SCHEDULE BELOW.
TEXTBOOK AND REFERENCES Required readings are selected from:
Anders Hansen, Simon Cottle, Ralph Negrine and Chris Newbold, Mass Communication Research Methods (New York: New York University Press: 1998).
Brad L. Rawlins Brigham Young University, Prioritizing Stakeholders for Public Relations March 2006, http://www.instituteforpr.org/topics/prioritizing-stakeholders/
Erica Weintraub and Austin, Bruce E. Pinkelton Strategic Public Relations Management: Planning and Managing Effective Communication Programs (Mahwah, New Jersey London: LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS 2001).
David H. Weaver, Thoughts on Agenda Setting, Framing, and Priming School of Journalism, University of Indiana, Bloomington, Journal of Communication http://amecorg.com/
Jim Macnamara, Media Content Analysis: Its uses; benefits and best practice methodology, University of Technology Sydney, Asia Pacific Public Relations Journal, 6(1), 134. 1 http://amecorg.com/
LEtang, Jacquie, Public Relations, Concepts, Practice and Critique, (London, LA: SAGE 2008).
Katie Delahaye Paine, KDPaine & Partners, How to Measure Social Media Relations: The More Things Change, the More They Remain the same http://amecorg.com/
USC Center of Public Diplomacy, at Annenberg School, An Evaluation of Alhurra Television Programming, http://uscpublicdiplomacy.org/media/AlHurraReport.pdf
Walter K. Lindenmann, Public Relations Research for Planning and Evaluationhttp://amecorg.com/
Internet resources:
International Association for the Measurement and Evaluation of Communication http://amecorg.com/
International Public Relations Association http://www.ipra.org/ Global Alliance for Public Relations and Communication Management http://www.globalalliancepr.org/
Society for New Communication Research http://www.sncr.org/ UNDP Communications http://www.undp.org/comtoolkit/why-communicate/why-core-concepts- what.shtml
United Nations Meetings and Press Coverage http://www.un.org/en/unpress/index.asp
MAJOR TOPICS COVERED IN THE COURSE AND TENTATIVE SCHEDULE Week Topic Reading/Assignment/Deadline Page 3 of 7
Week 1,2,3 Course Overview Defining the Discipline and the Practice Public Affairs and the Public Sphere Public Opinion and Persuasion. Intercultural Communication. Public Diplomacy International Public Relations
Key Concepts:
Public, Public Opinion, Public Relations, Public Sphere, Propaganda, Political Marketing, Political Communication, Private Sphere, Stakeholder, Lobbying Strategic PR, Systems of Knowledge
LEtang, Jacquie Chapter 2 in Public Relations, Concepts, Practice and Critique (London, LA: SAGE 2008). (E-reserve Com 213 Public Relations)
Chapter 5, Public Relations, Concepts, Practice and Critique (e-reserve Com 213 Public Affairs and the Public Sphere).
Chapter 2, Introducing Public Relations (e-reserve Com 213 Communication Models)
Chapter 11, Public Relations, Concepts, Practice and Critique (e-reserve Com 213 Public Relations in a Globalized World).
Assignment: Groups will be formed; each group member will summarize one of the chapters required for reading and present the main concepts to class.
Presenting Concepts:
LEtang, Jacquie Chapter 2 in Public Relations, Concepts, Practice and Critique
Chapter 5, Public Relations, Concepts, Practice and Critique (e-reserve Com 213 Public Affairs and the Public Sphere).
Chapter 11, Public Relations, Concepts, Practice and Critique (e-reserve Com 213 Public Relations in a Globalized World).
Week 4 Critical Thinking and Interdisciplinary Perspectives Key Thinkers and Thought in Public Relations Theories of Mass Media
Key Concepts:
Assumptions, Critical Theory, Critical Thinking, Paradigm Dominant Paradigm, Functionalism, Reflexivity, Meta- theory, Positivism, Post-positivism, Post Modern, Rhetoric, Theory of Communicative Action, Sociology of the Media
Chapter 1, Public Relations, Concepts, Practice and Critique
Chapter 2, Introducing Public Relations e-reserve Communication Models.
Chapter 12 Public Relations, Concepts, Practice and Critique
Presenting Chapter 2, Introducing Public Relations e-reserve Communication Models Week 5 Risk, Issues and Ethics Chapter 3, Public Relations, Concepts, Practice and Page 4 of 7
Critique
Individual Assignment Reflective Essay:
Ethical Corporate Social Responsibility: A Framework for Managers Jacquie L'Etang Journal of Business Ethics, Vol. 14, No. 2 (Feb., 1995), pp. 125-132 Week 6 Risk, Issues and Ethics Systems Theory Situational Analysis
Key Concepts:
Defamation, Libel, Slander, Privacy, Business Ethics, Corporate Governance, Corporate Responsibility, Corporate Punishment, Criminal Liability, Issues Management, Risk Assessment, Risk Management, Systems Theory
Chapter 4, 5, Public Relations, Concepts, Practice and Critique
Mid Term during Week 6
Week 7 Effective Message Strategies
Chapter 14, Theories for Creating Effective Message Strategies, Erica Weintraub and Austin, Bruce E. Pinkelton Strategic Public Relations Management: Planning and Managing Effective Communication Programs
Week 8
Peace Education Peace Education an overview of themes. Themes to work with for this semester projects
In class workshop
Critical thinking and active non-violence
Week 9
Developing a Research Plan Determining Research Needs Determining and Understanding Target Publics Elements of the Research Plan
Chapter 4, Erica Weintraub and Austin, Bruce E. Pinkelton Strategic Public Relations Management
Public Relations Research for Planning and Evaluation By Walter K. Lindenmann,
Project: You should have started collecting data about your issue. i.e. newspaper clippings, internet websites, publications, opinions, commentary, positions, activism, by who, what age groupetc, your aim is to determine your friendly, hostile, and neutral publics to your issue.
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Week, 10
Research Methods Content Analysis Survey Research Focus Groups
Chapter 5, 9,10, Anders Hansen, Simon Cottle, Ralph Negrine and Chris Newbold, Mass Communication Research Methods ( New York: New York University Press: 1998).
Project: You should determine what research methods you will use to indentify segments of public. Your aim is to develop targeted message strategies. You should also state your objective prior to developing the strategy. (i.e. strengthen friendly public, recruit from neutral public, normalize hostile publicsetc)
Week 11, 12
Media Perspectives: critique, effects, and evaluation.
Data collection and media Analysis
Agenda Setting Media Evaluation Media Framing Analyzing Blogs New Technologies in Public Relations, Facebook, blogs, twitter etc
Chapter 6, Public Relations, Concepts, Practice and Critique
Readings available electronically
AMEC Guide to Media Evaluation
Media content analysis: Its uses; benefits and best practice methodology Jim Macnamara
How to Measure Social Media Relations: The More Things Change, the More They Remain the Same by Katie Delahaye Paine
Thoughts on Agenda Setting, Framing, and Priming by David H. Weaver
By week 10 groups should have finalized the situational analysis of their selected issue and determined their research needs.
Week 13
The Elements of a PR Campaign
Media Press Kits (Print and Electronic) Develop Media Lists Press Releases Media Training Public service announcements (PSAs) Op-Ed Articles Letters to the Editor Press conferences Media tours Special Events Trade Shows Speech Writing Photography Audio Tapes Internet Monitoring Community Meetings Specialized Fact Sheets
Chapter 2, 3, Erica Weintraub and Austin, Bruce E. Pinkelton Strategic Public Relations Management: Planning and Managing Effective Communication Programs (Mahwah, New Jersey London: LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS 2001).
Analyze content of media coverage related to the issue of interest.
Analyze official website of your issue if applicable
Collect newspaper coverage on your issue
Determine negative publicity concerning your issue
Write a report on main concerns from press coverage
Develop a counter strategy to improve the image of your issue
Write a news release, Present your case and rationale to start planning your Campaign
Chapter 16, Erica Weintraub and Austin, Bruce E. Pinkelton Strategic Public Relations Management Exercise TBA
Discussion is composed of two class sessions. During the first session, each group will talk for 10 minutes discussing these topics in relationship to the issue under study. During the second session groups will respond to comments given in the first session. Discussion Topics: Core problem Current attitudes What is the current situation of your issue What ideas you want to change How are you planning to do the change What activities do you wish to implement Why do you want to change these ideas Where do you plan to do your activities
Week 14 Final Presentations Event Each group will present a final typed campaign plan, (separate instruction will be handed to students on structure) and make a 15 minutes presentation on issue, students can use audio- video, documentary, PowerPoint, advertisements, or any other media to create their presentations.
POLICY ON CHEATING AND PLAGIARISM Students caught cheating on an exam receive a grade of zero on the exam in their first cheating attempt and receive a warning. Students caught cheating for the second time will receive a grade of F in the course and another warning. Plagiarism on assignments and project work is a serious offense. If plagiarism is detected, a student will be subject to penalty, similar to the cheating case, which ranges from receiving a zero on the assignment concerned to an F in the course in addition to a warning.
ATTENDANCE POLICY Missing one third of classes implies that a student has to drop the course. (or alternative policy, provided that the number of missed classes is not less than 2 weeks of classes) Page 7 of 7
WITHDRAWAL POLICY
Deadline for withdrawal from courses: December 6, 2013
COURSE ONLINE EVALUATIONS Completion of the online course evaluations is required. Students will not be able to access their course grades until they have completed the course evaluations.
1. A student who withdraws after the Drop/Add period and by the end of the 5th week of classes (10th day of classes for Summer Modules) will obtain a WI on that particular course. The student may process such request directly through the Registrars Office. 2. A student who withdraws from a course between the 6th week and the end of the 10th week of classes (18th day of classes for Summer Modules) will receive either a WP or a WF. WP or WF will be determined by the instructor based on the achieved academic performance in that course till the time of withdrawal. 3. The WI and the WP will not count as a Repeat; whereas the WF will count as a Repeat. 4. WI, WP and WF will not count towards the GPA calculation.