URBS 412/512: Public Information and
Involvement
Fall Semester 2013
This syllabus is subject to change. Students should check D2L for the most current
changes.
Instructor: Mr. Mitchell R. Berg
E-mail: Mitchell.berg@mnsu.edu
Office: Morris Hall 106A
Class: M and W 12:30- 1:45 p.m.
Phone/Voice Mail: (W)507-389-5727
Office hours: M and W 2:00 – 5:00 p.m.
Required Text(s):
 Public Information Officer, Phil Politano (2009) ISBN13 0-13-171923-1
 Course Packet – to be distributed on D2L
Course Purpose:
This course is designed for students preparing for a professional career in public or
nonprofit administration, focusing on media relations and building citizen involvement
through public awareness projects. Students taking this course will learn the job of a
Public Information Officer and how to effectively manage media relations in the 21 st
century.
Learning Outcomes:
Knowledge of:
1. The Minnesota Data practices law
2. The job duties of a Public Information officer
3. Communicate effectively through print, television, radio, social media, and
other forms of media
4. Build successful media relationships
5. Be an effective communicator through stressful and crises situations
6. Market and brand your organization
7. Legal and ethical issues facing the public information profession
Values
1. A commitment to the values and ethics, for becoming a public information
officer
2. Learning how to be able to handle yourself during stressful situations
Skills
1. To develop your creative and critical thinking powers in addressing public
sector problems and opportunities
2. Improve your knowledge of new technology and social media skills
3. Effective and professional communication, both oral and written
4. Research and reflection through writing papers
Instructional Methodology and Teaching Strategies:
A variety of instructional methodologies and teaching strategies will be employed
throughout this course. Above all, my teaching style in this course is based on an
“adult-centered” model wherein students are active participants responsible for their
own learning.
Assignments:
This course is a combination of reading, completing papers, group/class discussion,
guest speakers, and research and student presentations. I will give partial credit for
assignments that come in after the class due date; assignments submitted to me after
will not earn course credit unless there is a prior agreement.

Current Event assignment (3 current events)
You will be responsible to find 1 current event during each assigned period in the
course calendar, for which the topic of the article is described in the overview.
You are to make a copy of the article and write a 2-3 page paper on the current
event. Come prepared to discuss your article and relate it to our class.

Guest Speaker questions (6 guest speaker sessions)
Be sure to ask the instructor the week before their appearance for some
background information on the speaker(s) as you will be required to develop two
(2) intelligent and meaningful questions to pose to them. Your questions must be
typed and have your name and date showing in the upper right hand corner. In
addition, you must submit your written questions to me prior to the end of class to
be eligible for credit.

Homework – as assigned – See overview of homework assignments

Papers
o Assignment 1 - See overview of writing assignment
o Assignment 2 - See overview of writing assignment
o Assignment 3 - See overview of writing assignment
Oral Presentations:
Graduate level students will be required to present oral presentations on both paper
assignments and the final, if given as a project, in order to get full points.
Graduate mentoring:
Graduate students are asked to conduct a peer review of the undergraduate papers
(both assigned papers) prior to be turned in for a final grade. A rubric will be used to
help with the mentoring process and will be handed out during class.
Midterm and Final:
The midterm may consist of multiple choices; fill in the blank; and several essay
questions. The final will consist of a final project, which may be assigned as a group
project. However, please note the instructor also reserves the right to have a
comprehensive final exam if class attendance falls off or classroom participation is poor.
Guest Speakers:
Throughout the semester guest lecturers may speak to the class. These appearances
will be listed on D2L or announced. Guest speakers may include community leaders,
lobbyists, and appointed or elected officials. Be sure to ask the instructor the week
before their appearance for some background information on the speaker(s) as you will
be required to develop two (2) intelligent and meaningful questions to pose to them.
Your questions must be typed and have your name and date showing in the upper right
hand corner to earn credit. They are to be turned in at the end of class in order to
receive credit. Note: Open laptops, text messaging, or cell phone use during these
presentations are prohibited.
Student Code of Ethics:
Students should familiarize themselves with the University’s policy on plagiarism. Be
sure to properly use APA/MLA standard formats. Plagiarized assignments will result
in a failing grade.
Course Attendance:
You are expected to attend each and every class. Students coming in late or leaving
early will not get full attendance points. Excused absences are only permitted for
University sponsored events or activities. A total of 14 class points will be awarded for
class participation. Please no text messaging or cell phones use during class.
Class Cancellations:
Due to inclement weather or events beyond the University’s or the professor’s control
there may be a class session (or more) that will need to be cancelled. Every available
attempt will be made to contact each student via D2L or by e-mail. Nevertheless, if a
class is cancelled all assignments, readings and papers shall be due on the date listed
in the course calendar.
If, however, a class is cancelled the professor has the right to adjust the syllabus and
course schedule as necessary. Any changes or adjustment to this syllabus or course
schedule shall be posted on D2L.
Grading: Maximum points 110
Attendance:
Paper #1
Current Events assignment
Guest Speaker Questions
Homework
Paper #2
Paper #3
Midterm
Final
Graduates –
undergraduate 135 or 145*for graduate students
14
10
9 (3 points per current event paper)
12 (1 point per question - max 2 points awarded per
speaker)
10
10
10
15 (Multiple Choice and Essay)
20
10 (Graduate mentoring of undergraduates)
15 (oral presentation on papers – 5 pts each)
10* (oral presentation for final - if applicable)
ADA:
ADA requires that the University provide services for persons with disabilities. For more
information regarding the services that are available to you, please contact the MSU
Disability Services Office at 507-389-2825 or 1-800-627-3529 (MRS/TTY). If you are a
person with a disability, please discuss any special needs with me within the first week
of class. This will allow you and the instructor ample opportunities to make
arrangement for taking notes, completion of assignment and examinations.
Other Policies: You should exchange information with at least two of your fellow
students. These contacts should be used to learn about what you missed when absent.
Assignments may be posted on D2L .
Overview of Writing Assignment
There are three writing assignments which are worth 10 points each, for a total
maximum of 30 points. Please use APA/MLA standard style for your writing; please
use Arial, font size 11 or 12, 1 inch margins (top/bottom/left/right), double spacing when
writing your papers. Each paper requires 5-10 pages of writing.
Paper 1- Go to the State of Minnesota Department of Administration, Information Policy
Analysis Division (IPAD) division’s website. Choose two different IPAD “data” advisory
opinions to read and:
o Provide a summary of what the two different opinions were on?
o Indicate if you agree or disagree with the Commissioner’s opinion
(decision) and why?
o Research if the matter went to court, and if so, what was the final decision
 If there was a final court ruling, do you agree or disagree with the
court’s decision?
o If you disagreed with any of the decisions (or rulings), what would you
suggest occur, to prevent this from occurring again?
o Provide any other observations, insight, or personal perspectives you
would like to share on either opinion.
Paper 2 – You are the Public Information officer of a Blue Earth County. Your County
Administrator would like to create a social media presence. Please prepare a memo,
policy, and marketing plan to your county board addressing the following:
o What you are proposing and why?
o A policy to address social media etiquette
o A marketing plan to educate residents, businesses and organizations
within the county (and externally) about the county’s social media
presence
Paper 3- Prepare a marketing plan for your local cities chamber of commerce or visitors
bureau.
o Details to be announced within class and/or posted onto D2L
Overview of Current Event Assignments
Please write a summary of the article and your own thoughts and impressions, as it
relates to chapter. Please attach a copy of the article or a copy of the web address
with your summary. Each Current Event Assignment should be no more than 2-3 pages
in length.



Find newspaper articles, television, radio or other online content for which an
organization wants to convey important information in regards to a natural or
manmade disaster or emergency that had occurred. Please identify the
message that is being conveyed, the media used to disseminate the information,
and how, if any, the messages were changed between the different media
streams.
Find an article (newspaper, journal, magazine, or on the internet) of which an
organization (or for profit business) made an announcement which turned into a
PR catastrophe. Summarize the article and explain how the organization tried to
cover up or mitigate the catastrophe. Identify also, the different sources of
media, beyond the article you read, that the organization also used to
disseminate the information needed to “calm the waters.”
Find an article (newspaper, journal, magazine, or on the internet) of which an
organization (or for profit business) had to confront a legal or ethical issue,
involving access to information. Identify if you agree or disagree with what
happened and if there was any outcome, if you agree or disagree with the
outcome.
Overview of Homework Assignments


Prepare a press release on a factious event or newsworthy item happening
within your community. Your news release should be no more than 1-2 pages
and should follow the style discussed in Chapter 4 of your textbook.
Read the Watergate scandal to find out what some of the specific PR activities
were that the Nixon White House tried.
Course Calendar
To be handled out at the beginning of class
Course Packet
McEachern, Don. “Community Branding for Local Government.” Minnesota Cities, JuneJuly 2007
Franklin, Robert. “Media Relations During Community Controversies.” Minnesota Cities,
June-July 2007
Davis, Ted. “Strategic Communications when facing litigation.” Minnesota Cities, JuneJuly 2007
“Social Media And Cities: Questions And Considerations.” Risk Management Information.
League of Minnesota Cities. September 2009.
“Social Media: Employees on Facebook Got You in a Twitter?” Risk Management
Information. League of Minnesota Cities. March 2010.
“Sample Communications Policy” Human Resources and Benefit Information. League of
Minnesota Cities. October 2009.
“Data Practices: Analyze, Classify and Respond” Information Memo. League of Minnesota
Cities. March 7, 2013.
General Records Retention Schedule. PDF. State of Minnesota. May 2013.
<http://www.mcfoa.org/vertical/sites/%7B067FFB58-E3CD-42BA-9FB111EFC7933168%7D/uploads/Retention_Schedule_for_Cities_-_May_2013_Final.pdf>