(Subject to Change)
Journ 330/Principles of Public Relations
Lattimore, D., Baskin O., Heiman, S.T., Toth, E.L., & Leuven, J.K. V. Public Relations: The Profession and the Practice. Boston; McGraw Hill Higher Education.
University Bulletin Description:
Methods, tools and media used in planning and developing company, community and institutional public relations programs. Publicity and promotional techniques; copy preparation, case studies; news releases, publications and media relations.
This course provides an overview of the field of public relations and how it functions in organizations and society. The course proceeds from the perspective that public relations is a communication management function through which organizations adapt to, alter or maintain their environments to achieve organizations goals. For those planning a publications career, this course can serve as a gateway to the public relations sequence. This course also meets the needs of those who are planning other professional and managerial careers that require an understanding of public relations.
Critical thinking and critical writing are incorporated into the class, which is structured for students to develop the work ethic and professionalism required for practitioners of public relations. Ethics and diversity provide a foundation for the class: people of color and the full range of ideas and opinions, as well as ethical behavior, are to be represented fairly, accurately and honestly.
This course follows a lecture-discussion format. Lectures will cover the more theoretical underpinnings of public relations, as well as elaborate on the strategic planning and marketing communications functions inherent in public relations. Active learning will also be used and individual and group presentations are structured into the course.
Grades are determined by the work in the following
• Exams may consist of true/false, multiple choice and essay questions. Three exams are scheduled.
• Assignments are structured as problem-solving exercises. Late assignments will not be accepted.
Grades are determined by the following points system.
Grade component/ Points
Exam 1/ 40
Exam 2 /40
Assignment 1/ 10
Assignment 2/ 15
Assignment 3 /15
Assignment 4/ 20
Final Exam /50
Class participation/ 5
Total Points /200
185-200 = A; 180-184 = A-; 174-179 = B+; 165-173 = B; 160-164 = B-; 154-159 = C+; 145-153 = C; 140-144 = C-; 134-139 = D+; 125-133 = D; 120-124 = D-; Below 120 = F
Not all chapters will be covered in lectures, but you are responsible for all assigned reading. The lecture discussion will sometimes cover materials to be included in the exams but not found in the readings. Make-up exams are given only with prior approval and can be taken only with an excused absence. Assignments must be turned in the day they are due. Missed deadlines will result in a 10 percent loss of the assigned points per day. Syllabus dates are subject to change.
• Define and describe PR as communication function within an organization
• Describe PR process and interactions among environmental, organizational, communications and target audience sub-systems
• Understand and discuss the meaning of PR as a management function
• List and describe the characteristics of organizational publics
• Write a basic news release
• Describe the historical evolution of PR and its key historical figures
• Understand legal, ethical and moral PR considerations
• List and describe PR tools
• Describe emerging trends and opportunities for a career in PR
• Make a presentation