PUR 3000 Principles of Public Relations
3 credit hours
Tuesday and Thursday 11:00 – 12:15 p.m.
Bldg. 11, Rm. 121
Fall semester, 2013
Instructor:
Email address:
Phone:
Office:
Office Hours:
Chris Fenner, Ph.D.
cfenner@uwf.edu
474-3365
Bldg. 36, Rm. 126 (inside Rm. 124)
Monday and Wednesday 2:15 – 3:30 p.m.
Tuesday and Thursday 1:15 – 2:30 p.m.
Or Friday by appointment, please.
Course Description
Principles of Public Relations provides a broad view of the public relations discipline which
includes the role of public relations in society, the process of public relations, communication
strategies and practical applications. The course is designed to provide background for future
public relations professionals and for individuals who will work with public relations
professionals. As a student in this course, you will learn the foundation of public relations and
have a good understanding of its impact and importance on a local, national, and global
perspective.
Student Learning Outcomes
At the end of the course, you should be able to do the following:
1.
2.
3.
4.
5.
Understand the role and functions of public relations in an organization.
Increase awareness of the evolution of public relations, career opportunities in the field,
and professional/ethical/legal responsibilities.
Understand the basic process of public relations—research, planning, communication,
evaluation—and the use of communication strategies to achieve organizational goals.
Learn about various types of PR activities in corporations, government, nonprofit, health,
education, sports, entertainment and tourism, and the global arena.
Comprehend the symbiotic nature and relationship of the news media, social media, and
public relations.
Textbook and Online Sources
Public Relations Strategies and Tactics, 10th edition, by Wilcox and Cameron published in 2012
by Allyn & Bacon.
In the 21st century, it is of paramount importance to keep up with the local, regional, national,
and international news. Monitoring the news keeps you well informed of current issues and
events, which is essential to a career in public relations. I will periodically give quizzes at the
start of class related to national & international news. I will typically draw from online sources
including: The Associated Press, BBC, New York Times, Huffington Post, and/or Politico.
Assessment
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Exams: There will be a midterm and final exam in the course: 30% of final grade
Quizzes: 15% of final grade
Group project: 30% of final grade
In class assignments / homework: 20% of final grade
Participation & attendance: 5% of final grade. Participation is based on a number of factors
including the following: A range = frequent participation in class discussion, consistent
attendance, student is clearly engaged in the course. B range = regular participation in class
discussion, strong attendance, student is engaged in the course. C range or lower =
infrequent participation or infrequent attendance (3 or more absences), student does not
appear to be engaged in the course.
General List of Assignments:
This is a general list of assignments. I will add or delete from this list as appropriate or
necessary. Assignments must be types and turned in at the beginning of the class session in
which they are due. Consider that your professional “deadline.”
Grading Procedure:
93.6 – 100
89.6 – 93.5
86.6 – 89.5
83.6 – 96.5
79.6 – 83.5
76.6 – 79.5
73.6 – 76.5
69.6 – 73.5
60 – 69.5
Below 59.9
A
AB+
B
BC+
B
BD
F
I will occasionally offer extra credit during the semester. As such, I do not round up final grades
beyond the scale listed above.
Professionalism
Your professionalism will be closely monitored in this class. Your willingness to 1) take part in
class discussions, 2) arrive to class on time, 3) do your best with a positive attitude, and 4) be
collegial and ethical, all contribute to your professionalism. Your attitude toward class, your
fellow classmates, and your professor are taken into consideration throughout the entire course,
both in and out of the classroom. Mutual respect of the opinions of your classmates adds to your
overall learning process and prepares you for the business world. My expectations are that you
will perform as you would in a professional environment by being courteous, respectful,
thoughtful, thorough, and accountable.
Expectations for Academic Conduct/Plagiarism Policy
The University of West Florida is dedicated to the highest principles and standards of
academic integrity. An academic violation by a student can negatively impact a class,
program and/or college in ways that are unique to each discipline. Therefore, the
University believes that the severity of an academic infraction is best evaluated by the
faculty of the institution. The University seeks to offer students an opportunity to respond
to allegations of academic misconduct before a decision is rendered. This regulation
seeks to provide faculty and students with a fair process for addressing allegations of
academic misconduct.
Academic integrity is closely related to professional ethics and requires that students
honestly acknowledge their use of the ideas, words, and written work produced by any
other individual, institution or source. Failure to acknowledge properly the use of
another's intellectual output constitutes a form of academic misconduct.
A full statement of the academic conduct and plagiarism policy is provided at
http://uwf.edu/academic/policies/misconduct/misconduct.cfm It is your responsibility to read the
policy and adhere to the policies set forth.
Attendance & Assignments:
I take attendance at the start of class sessions. Excessive unexcused absence (defined as more
than three unexcused absences) results in a loss of ten points from your final course point total.
Students with more than five unexcused absences will not receive a passing grade for the course.
Excused absences are outlined in the UWF catalog. I may also excuse you for other sound
reasons. When possible, such absences must be arranged with me in advance. Remember, you
are responsible to notify me prior to, or as soon as possible after, any absence.
I do not accept late work without prior approval. No makeup exercises or exams are given
without prior approval. Exams are based on discussion, lecture and required readings. I will
distribute a study guide one week before the midterm and final exam. Study guides will not be
distributed for quizzes.
Tardiness:
I expect you to arrive on time for class. Accordingly, I count every three tardy arrivals to class
as one unexcused absence. Tardy is defined as arriving to class after the roll is called. If you
must be late to class, it is your responsibility to sign in/notify me after class so I can update the
attendance roster accordingly.
Cellphone and Social Media Policy
I adhere to a strict policy on the use of cellphones (including texting) and social media (i.e.
Facebook, MySpace, etc.) during class time. Unless specifically directed by the instructor, use
of cellphones and social media during class is prohibited. If you must take a call / text during
class for legitimate urgent reasons (for example, a family emergency), please inform the
instructor before class begins and leave the classroom to take the call / text. Failure to adhere to
this policy will result in the following actions:
1st warning – student will be asked to put away the phone, or close the social media site
2nd warning – student will be dismissed from the class for the day
3rd & additional warnings – student will be dropped one final grade level for
incident.
each
The following rules apply:
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Mobile phones, laptops, and other electronic devices must be silenced and stowed during
class.
Do not peek under desks, in purses or backpacks, or anywhere else to access technology
during class.
Unless otherwise noted, any student who has an electronic device visible during any inclass graded exercise will receive a zero for that assignment.
I may not cause further disruption to the class by calling you out each time. I will just
start silently deducting points from your final grade.)
Email policy
Students enrolled in this course are required to check email every day as it is utilized as a
primary means of communication between instructor and students outside of class.
Special Assistance
The Student Disability Resource Center SDRC at UWF supports an inclusive learning
environment for all students. If there are aspects of the instruction or design of this course that
hinder your full participation, please notify SDRC as soon as possible. You may contact the
SDRC office by email at sdrc@uwf.edu or by phone at 850-474-2387. Appropriate academic
accommodations will be determined based on the documented needs of the individual.
Class Schedule
August 27
Welcome and introductions. Instructor expectations. Go over syllabus.
Assignment: Read Chapter 1
August 29
Chapter 1: Defining Public Relations
Read Chapter 2
September 3
The Evolution of Public Relations
September 5
The Evolution of Public Relations (cont.
Assignment: Read Chapter 3, find an example of public relations,
corporate, political or journalistic misconduct. Print out the example and
bring it to the following course to discuss.
September 10
Chapter 3: Ethics and professionalism
Assignment: Read Chapter 5 and be prepared to discuss in class.
September 12
Quiz on Chapters 1 - 3
Chapter 5: Research
September 17
Chapter 5 (continued)
Assignment: Read Chapter 6
September 19
Chapter 6: Program Planning
Assignment: Read Chapter 7
September 24
Chapter 7: Communication
September 26
Chapter 7: Communication (cont.)
Assignment: Read Chapter 8
October 1
Chapter 8: Evaluation
Assignment: Read Chapter 9 and be prepared to discuss in class.
October 3
Chapter 9: Public opinion and persuasion
October 8
Chapter 9 (continued)
Midterm Study guide distributed
October 10
Chapter 9, mini lecture on Propaganda
October 15
Midterm Exam
Assignment: Read Chapter 10
October 17
Chapter 10: Conflict Management
October 22
Chapter 10: Conflict Management (cont)
Assignment: Read Chapter 11
October 24
Chapter 11: Reaching Diverse Audiences
Assignment: Read Chapter 12
October 29
Chapter 12: PR & the Law
Assignment: Read Ch. 13
October 31
Chapter 13: The Internet & Social Media
Assignment: Read Chapter 14, print out a press release and bring it to
class. Be prepared to discuss elements of PR writing style evident in the
release
November 5
Chapter 17: Preparing Materials for Mass Media
Assignment: Read Chapter 16
November 7
Chapter 16: Meetings & Events (preparing a PR pitch)
Assignment: Read Chapter 17
November 12
Chapter 17
Assignment: Read Chapter 18
November 14
Chapter 18: Entertainment, Sports, and Tourism
Assignment: Read chapter 19, find an article online that you feel is either
a political promotion piece of a candidate or bill, or a PR attack piece
November 19
Chapter 19: Politics and Government
Assignment: Read Chapter 20 and be prepared to discuss in class.
November 21
Chapter 20: Global Public Relations
Assignment: Begin studying for final exam.
November 26
Group Presentations
Final Exam Study guide distributed
Note: Students not in attendance during group presentation days will lose
10 points on their group project final grade. Students in attendance who
are poor audience members (disinterested, sleeping, texting, reading other
materials, etc.) will also lose 10 points on their group project final grade.
December 3
Group Presentations
December 6
Remaining Presentations (if needed), final review, Course evaluation.
December 10
meetings.
Final exam at 11:00 – 1:30 Note the time change from regular class
Academic Learning Compact for Public Relations track
Department of Communication Arts
This course supports the Academic Learning Compact that follows for the public relations
track, especially the portions in bold type.
Mission Statement: The public relations program prepares public relations practitioners as
leaders and communicators who shape organizations while building and maintaining
relationships with strategic publics.
The graduate of the UWF public relations program will be able to:
CONTENT
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Identify public relations challenges.
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Describe R-A-C-E (research, planning, communication, evaluation).
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Explain critical events in the history of the public relations profession.
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Identify career paths in public relations.
CRITICAL THINKING
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Practice R-A-C-E process to solve public relations challenges.
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Evaluate public relations case studies.
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Generate creative ideas through the development of tactical measures in support of public
relations program plans.
COMMUNICATION
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Show mastery of grammar and language use rules.
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Develop engaging and effective behavior-based interview style.
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Deliver informative and persuasive presentations.
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Use information technology effectively and efficiently to conduct research
CHARACTER/INTEGRITY/VALUES
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Distinguish ethical and unethical public relations situations.
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Describe the principles of the FPRA and PRSA Code of Ethics.
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Adhere to ethical principles in public relations practice.
PROJECT MANAGEMENT
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Develop and present public relations plans/campaigns.
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Practice effective time management strategies.
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Collaborate effectively with colleagues and clients.
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Prepare and present a professional portfolio.