COM 459: Public Relations
Syllabus
Spring 2008

Required Resources

• Guth, D.W., & Marsh, C. (2003). Public Relations: A Values-Driven Approach. (3rd ed.) Boston: Allyn and Bacon.
• Outside readings and research may be assigned from the Web, library resources and handouts throughout the semester. 

Course Overview
Description
JOUR 320 is an overview of the practice and effects of public relations. Historical perspectives, strategic management, practical techniques, new communication technologies, diverse publics, ethics and social responsibility all will be emphasized. 

Objectives
In this course, you will learn the basics of public relations by studying public relations practices, history, theory, ethical values, case studies and current events. You will have the opportunity to demonstrate your knowledge of the material covered in course activities and reading assignments through exams, written assignments, class discussions and presentations.

1. Understand defining principles of public relations.
2. Discuss history of the field and the role public relations plays in modern society. 
3. Compare and contrast different career paths in public relations.
4. Practice public relations writing.
5. Demonstrate understanding of theories related to the practice of public relations.
6. Identify strategic aspects of public relations programs.
7. Critically evaluate public relations practices in terms of effects.
8. Apply your own values to critically evaluate public relations practices in terms of ethics.

Exams (2 X 30% = 60%)
Two major exams will cover material from class lectures, class discussion, guest speakers, handouts, online postings and assigned readings. Exams may include multiple-choice, short-answer and essay questions. THERE ARE ABSOLUTELY NO MAKE-UP EXAMS without proper documentation for your absence, which must be provided before the absence if at all possible. A missed exam will count as a zero. Primary course objectives covered: 1, 2, 5, 6.

Office visit assignment (10%)
Details and a grading rubric are available online (see links) and will be discussed in class. Primary course objectives covered: 3, 6, 7, 8.

News release assignment (10%)
Details will be discussed in class and a grading rubric will be made available . Primary course objective covered: 4.

Participation (10%)
Contributions to in-class discussion are essential. At the end of the semester, your participation will be rated based on the following:

• evidence of reading and understanding reading assignments
• resourcefulness of comments (e.g., accurately citing current events and sources)
• collegiality and respect for other students' time
• relevance of comments to course topics and materials

Primary course objectives covered: 2, 6, 7, 8.

Engaging in distracting behavior -- especially e-mail, iPods, texting etc. -- will hurt your participation grade in the same way that being late will hurt your attendance grade (see next section). 

Attendance (10%)
In case of absence due to an emergency such as a death in family or a serious illness in your family, you must notify me and provide appropriate documentation within a week after first missing class. Excuses for planned absences must be given to me in writing and must be approved one week in advance of the missed class period. One unexcused absence is not a problem. Two unexcused absences will mean 9 points maximum for attendance for the semester, three unexcused absences will mean 8 points, etc. Being late (arriving after attendance is taken) or leaving early without an acceptable excuse or advanced approval will equal one tardy. Being late or leaving early twice will equal one unexcused absence. Primary course objectives covered: All.

Grading Weight*

Exam 1	30%
Exam 2	30%
News release assignment	10%
Office visit assignment and course analysis	10%
Participation	10%
Attendance	10%

*Note to graduate students: Your grade weighting will be different and will include a public relations process project (Exam 1 = 20%, Exam 2 = 20%, Project = 20%). See links for details and rubric.

Final Grade Requirements
A = 90-100% 
B = 80-89%
C = 70-79%
D = 60-69%
F = Below 60%

There will be absolutely no adjustment of grades on an individual basis (e.g., "I'm only one point away from a B, and I must get a B because I'm on probation.") Any requests to do so will be seen as an attempted breach of fairness to the rest of the class.

Special Accommodations
Students requiring special accommodations must notify the instructor and present appropriate supporting documentation by the end of the second week of class.

Seeking Help
This course should provide a great learning experience for all of us. The success of the course depends largely on effective student-teacher interaction. Don't feel like you have to have a pressing problem to talk to me. I look forward to hearing your input. I'll be available during my office hours unless announced otherwise, and I'm also willing to set up an appointment if the office hours don't fit your schedule.

The phone number for the School of Communications is 956-8715. The school chair is Professor Dan Wedemeyer.

Academic Honesty
Academic dishonesty of any sort will not be tolerated. I take cheating issues very seriously, and I've had some unpleasant experiences dealing with cases of plagiarism recently. Please see me if you have any questions about academic honesty, and I'll be more than happy to discuss such issues before you complete your work.

Preliminary Class Timeline 
Please make a careful note of the exam and assignment dates. Make sure that you do not have any scheduling conflicts. The exam dates are very unlikely to change. Other topics and readings are subject to change, especially to accommodate current events and guest speaker schedules. Additional readings and assignments may be added as we go.
 

Class Days	General Topics	Assignments Due
Jan. 15, 17	Syllabus What is PR?  Values of public relations Public relations models and process	Review syllabus by 1/15 Read CH 1 by 1/17
Jan. 22, 24	Career options & the job market Discuss office visit assignment and analysis	Read CH 2 by 1/22
Jan. 29, 31	History and evolution of public relations Guest speaker Thursday: Mark Zeug	Read CH 3 by 1/29
Feb. 5, 7	Identifying and analyzing publics	Read CH 4 by 2/5
Feb. 12, 14	Communication theory Persuasion Public opinion	Read CH 5 by 2/12
Feb. 19, 21	Ethics Advocacy Social responsibility Guest speaker Thursday: Shawn Nakamoto, KSBE	Read CH 6 by 2/19
Feb. 26, 28	Law Small-group course evaluation on Thursday	Read CH 15 by 2/26
March 4, 6	Review Midterm exam	Midterm exam in class on 3/6
March 11, 13	Research in public relations work Evaluation of public relations work	Read CH 7 by 3/11
March 18, 20	Public relations writing	Read CH 10 by 3/18 Office visit appointments made by 3/20
Spring Break, March 24-28
April 1, 3	Planning public relations strategies Guest speaker Tuesday: BJ Whitman, PRstore	Read CH 8 by 4/1
April 8, 10	Communication tactics Discuss news release assignment	Read CH 9 by 4/8
April 15, 17	Public relations and crises Guest speaker (tentative): Mona Wood, Ikaika Communications	Read CH 12 by 4/15 News release due 4/17
April 22, 24	Public relations and marketing IMC Guest speaker Tuesday (tentative): Amy Hennessey, McNeil Wilson	Read CH 13 by 4/22
April 29, May 1	Cross-cultural communication Review	Read CH 14 by 4/29
May 6	Exam 2	Exam 2 in class on 5/6
Thursday, May 15 (2:15- 4:15 p.m.)	Final Exam Period	Final office visit/analysis presentations in class at 2:15 p.m. on 5/15