Program Revision Guidelines
EASTERN MICHIGAN UNIVERSITY
DIVISION OF ACADEMIC AFFAIRS
OUTLINE FOR SUBMITTING PROPOSALS TO REVISE PROGRAMS
Use this outline to prepare proposals to revise existing programs, including undergraduate majors and minors
and graduate degree programs and certificates. Proposals for revising programs should be submitted in
narrative form, using the following outline. Guidelines are on the following page.
PROGRAM NAME AND SUBJECT CODE:
PUBLIC RELATIONS INTERDISCIPLINARY MAJOR (PURL)
REVISED PROGRAM NAME AND SUBJECT CODE (IF APPLICABLE):
DEGREE:
PUBLIC RELATIONS- BACHELOR OF ARTS OR BACHELOR OF SCIENCE
DEPARTMENT(S)/SCHOOL(S): ENGLISH LANGUAGE AND LITERATURE & COMMUNICATION AND THEATER ARTS
COLLEGE(S):
CAS
CONTACT PERSON:
LOLITA CUMMINGS CARSON
CONTACT PHONE:
7-0952
CONTACT EMAIL: ___LCUMMIN2@EMICH.EDU
REQUESTED START DATE: TERM FALL
YEAR
2012
I. Rationale SEE ATTACHED
II. Description of Current Program SEE ATTACHED
III. Proposed Revision SEE ATTACHED
IV. Impact SEE ATTACHED
V. Budget SEE ATTACHED
VI. Action of the Department/College
1. Department/School:
Vote of faculty:
For
18
Against
1
I support this proposal. The proposed revision can X
cannot
Department(s)/School(s) without additional College or University resources.
Abstentions
3
be implemented within the affected
Kathleen Stacey
11.20.2012
Department Head/CMTA
Date
For______36____
Against___0___ Abstentions______0_____
(Enter the number of votes cast in each category.)
I support this proposal. The proposed revision can X
cannot
Department(s)/School(s) without additional College or University resources.
be implemented within the affected
Mary Ramsey
Department Head/ENG Signature
Miller, Program Revision Guidelines
Sept. 09
Date
Program Revision Guidelines
2. College/Graduate School:
A. College
I support this proposal. The proposed program can X
College without additional University resources.
cannot
be implemented within the affected
College Dean Signature
Date
B. Graduate School (Graduate Program Revisions ONLY)
Graduate Dean Signature
Date
VII. Approval
Associate Vice-President for Academic Programming Signature
Date
VIII. Appendices
A. Market Analysis/Needs Assessment
B. Mandates
C. Request for New/Revised Course Forms
D. Letters of Support from Impacted Departments
E. Cost Analysis (Complete only if the revision cannot be implemented without additional University resources. Fill in
Estimated Resources for the sponsoring department(s). Attach separate estimates for other affected departments.)
Estimated Resources:
Year One
Year Two
Year Three
Faculty / Staff
$_________
$_________
$_________
SS&M
$_________
$_________
$_________
Equipment
$_________
$_________
$_________
Total
Miller, Program Revision Guidelines
Sept. 09
$_________
$_________
$_________
Program Revision Guidelines
EASTERN MICHIGAN UNIVERSITY
DIVISION OF ACADEMIC AFFAIRS
DIRECTIONS FOR PREPARING PROPOSALS TO REVISE DEGREE PROGRAMS
Proposal for Revision of Curriculum
Interdisciplinary Public Relations Program
Submitted by: Lolita Cummings Carson, APR
Professor and Program Coordinator
Department of English, Language and Literature
Lcummin2@emich.edu
Regina Luttrell, Ph.D.
Assistant Professor
Department of English, Language and Literature
rluttrel@emich.edu
I. Rationale
History of the Interdisciplinary Major in Public Relations:
EMU’s interdisciplinary public relations program was created some 25 years ago (approximately 1986) by
PR professor Eleanor Wright from the English Department and communications professor Gary Evans from
CMTA.
Between 1986 when the program was first created and 1998 when PR faculty first established EMU’s
PRSSA chapter, no changes were made to the PR curriculum. However, one condition the PRSSA set to
allow for the establishment of a student chapter here was that public relations faculty add a research course
to the curriculum. It was at that time that a CMTA research course (CMTA 475) was added to the
curriculum, as well as CTAT 241 – Radio, Television, Film Announcing -- and the addition of mandatory
internships for all public relations majors.
Between 1999 and now (2012), no official changes have been made to the public relations curriculum, in
spite of the fact that the profession has changed a great deal, especially since the emergence and popularity
of social media and technological advances.
To address the changing profession, but stagnate public relations curriculum, a committee was formed
approximately three years ago to review the curriculum and recommend changes. Committee members
included PR faculty members Lolita Cummings Carson and Melissa Motschall, who is now deceased, in
addition to several members of the PR program’s professional advisory board. Those members included Tim
McIntyre, vice president of communications for Domino’s Pizza; Tim Wieland, a PR agency executive from
Airfoil Public Relations; and Jared Meade, a healthcare PR executive. McIntyre, Wieland, and Meade are all
graduates of EMU’s program and have hired EMU students as interns and entry-level employees. Their input
in the process was especially critical because of their first-hand knowledge of the courses that are currently
included in the major (as they were once students in those courses), their current success in the profession,
and their knowledge of the strengths and weaknesses of the EMU PR students they interact within their
workplaces.
Miller, Program Revision Guidelines
Sept. 09
Program Revision Guidelines
As part of this exhaustive process that spanned more than nine months, committee members surveyed
former public relations students who had taken the courses and entered the workforce; collected course
syllabi from EMU Journalism, PR and CMTA courses required of the major; studied and considered the
2006 Commission on Public Relations Education comprehensive report (see Appendix A. p. 5); and worked
with noted and successful public relations professionals to determine needs in the current workforce. Many
of these professionals were additional members of the advisory board who were quite familiar with our
students, as they also employ our students as interns and entry-level employees.
When we had completed this process, we shared the results of our work with the entire advisory board.
Those members then reviewed all of our research, some made a few recommendations of their own, and then
we all agreed that we finally had created a curriculum that was reflective of the changes in the profession and
needs of today's successful professionals.
Near the end of the comprehensive process, and after we had made recommendations for changes to the
curriculum, Melissa Motschall was diagnosed with cancer, and we were all reluctant to implement the new
curriculum in case she was unable to continue her service at the university and a new hire was necessary.
Unfortunately, our worst fears were realized and Melissa passed away in January 2010. When that happened,
we used the research we had gathered for the new curriculum to help us establish priorities for the new hire,
as we now knew in exactly which areas of public relations we needed additional expertise. Approximately 18
months later in September 2011, Gina Luttrell was hired. Immediately upon being hired, she created
numerous new courses for the public relations curriculum, including Social Media in Public Relations, The
PR Agency, Integrated Campaigns, and Crisis Management in Public Relations, all of which our research
indicated were needed to update our PR program. In fact, members of EMU’s own University
Communications office currently have plans to enroll in and complete the proposed Fundamentals of Social
Media course as soon as it is offered.
The Present and Future of Public Relations
The profession of public relations has existed for centuries, but the growing importance and relevance of the technological advances has transformed how public relations professionals communicate with intended audiences. Some may even argue that the technological advances seen in recent years have transformed communications, and the profession of public relations as a whole (Boyd, 2009; Solis, 2011; Tapscott, 2009). Over the past few years, the profession has grown exponentially. The U. S. Department of Labor reported more than 275,000 public relations jobs in 2008 (Occupational Outlook Handbook, 2010–
2011). Increased competition and the emergence of social media as an integral part of the profession are largely due to this growth. In fact, public relations jobs are projected to grow by 24 percent between 2008 and 2018 – faster than the average for all occupations (Occupational Outlook Handbook 2010–2011). US World and News Report (2010) listed public relations as one of the 50 best careers of 2011 and forecasted strong growth over the next decade. With these changes in the public relations profession, there must also be a corresponding change in public
relations education. Following is an excerpt from the Commission on Public Relations Education 2006
report:
Undergraduate public relations education has been shifting and repositioning itself in step with the practice of public relations… When practitioners aid organizations in developing mutually beneficial relationships among diverse publics, organizations thrive. Therefore the Commission Miller, Program Revision Guidelines
Sept. 09
Program Revision Guidelines
recommends more emphasis on ethics and transparency, new technology, integration of messages and tools, interdisciplinary problem solving, diversity, global perspectives and research and results measurement. This section identifies a broad spectrum of knowledge and skills that should be taught in the under-­‐ graduate public relations curriculum. Knowledge to be acquired ranges from communication and persuasion concepts and strategies, relationships and relationship-­‐building and societal trends to uses of research and forecasting, multicultural and global issues and management concepts and theories. A similar sampling of the skills to be attained ranges from mastery of language in written and oral communications, issues management and audience segmentation to informative and persuasive writing, critical listening skills and applying cross-­‐
cultural and cross-­‐gender sensitivity. The Commission has identified the following courses for an “ideal” undergraduate major in public relations: •
Introduction to public relations (including theory, origin and principles) •
Case studies in public relations that review the professional practice •
Public relations research, measurement and evaluation •
Public relations law and ethics •
Public relations writing and production •
Public relations planning and management •
Supervised work experience in public relations (internship) •
Directed electives II. Description of the Current Program
Following are the courses required of the public relations major, as established in 1999, and documented in
EMU’s Undergraduate Catalog.
Major Requirements: 45 hours
Required Fundamental Courses: 18 hours
•
•
•
•
•
CTAC 124 - Fundamentals of Speech (Gen Ed Area I) 3 hrs
CTAT 141 - Audio and Video Production for Nonmajors 3 hrs
JRNL 215 - News Writing and Reporting 3 hrs
JRNL 312 - Introduction to Public Relations 3 hrs
JRNL 314 - Writing for Public Relations 3 hrs
One course from the following:
CTAC 224 - Public Speaking 3 hrs
CTAC 350 - Persuasion 3 hrs
Required Advanced Courses: 18 hours
•
•
•
•
•
CTAC 475W - Research in Speech Communication (Gen Ed Area I, W) 3 hrs
JRNL 306W - Feature Writing (Gen Ed Area I, W) 3 hrs
JRNL 408W - Case Studies in Public Relations (Gen Ed Area I, W) 3 hrs
One course from the following
•
JRNL 487 - Cooperative Education in Journalism/Public Relations 3 hrs
Miller, Program Revision Guidelines
Sept. 09
Program Revision Guidelines
•
JRNL 490 - Internship in Journalism/Public Relations 3 hrs
One course from the following:
•
•
CTAT 334 - Radio-Television News 3 hrs
CTAT 344W - Continuity Writing for Electronic Media (Gen Ed Area I, W) 3 hrs
One course from the following:
CTAC 354 - Organizational Communication 3 hrs
CTAC 357 - Interviewing as Communication 3 hrs
Restricted Elective Courses: 9 hours
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
ARTS 104 - Graphic Design for Nonmajors (Gen Ed Area IV) 3 hrs
CMT 204 - Photographic Communication 3 hrs
CMT 436 - Electronic Publishing Technology 3 hrs
CTAC 224 - Public Speaking 3 hrs
OR
CTAC 350 - Persuasion 3 hrs
CTAC 227 - Interpersonal Communication (Gen Ed Area IV) 3 hrs
CTAC 359 - Small Group Communication 3 hrs
CTAT 241 - Radio-Television-Film Announcing 3 hrs
CTAT 334 - Radio-Television News 3 hrs
OR
CTAT 344W - Continuity Writing for Electronic Media (Gen Ed Area I, W) 3 hrs
ENGL 323 - Writing in the Professional World 3 hrs
JRNL 307 - Copy Editing 3 hrs
JRNL 311 - Newspaper Layout and Design 3 hrs
JRNL 423 - Magazine Article Writing 3 hrs
JRNL 455 - Journalism Law and Ethics 3 hrs
Maximum of 6 hours from the following:
CTAC 387 - Cooperative Education in Communication 1 hr
CTAC 388 - Cooperative Education in Communication 2 hrs
CTAC 389 - Cooperative Education in Communication 3 hrs
CTAC 487 - Internship in Communication 1 hr
CTAC 488 - Internship in Communication 2 hrs
CTAC 489 - Internship in Communication 3 hrs
JRNL 387 - Cooperative Education in Journalism/Public Relations 3 hrs
JRNL 487 - Cooperative Education in Journalism/Public Relations 3 hrs
JRNL 488 - Internship in Journalism/Public Relations 1 hr
JRNL 489 - Internship in Journalism/Public Relations 2 hrs
JRNL 490 - Internship in Journalism/Public Relations 3 hrs
Minor Requirements:
•
•
•
•
•
•
•
•
•
•
•
This program requires a minor of the student’s choosing.
Miller, Program Revision Guidelines
Sept. 09
Program Revision Guidelines
Program Total:
Students must earn a minimum total of 124 credits at the 100-level or above.
Note:
Each student must choose a writing intensive course as part of major completion
requirements.
III. Proposed Revision
Because the courses offered in the public relations major at Eastern Michigan University no longer aptly prepare our graduating students for a career in the field, the changes listed below are proposed. This proposed curriculum will offer students a more challenging program to better prepare for their careers
by requiring them to complete courses with a higher concentration of public relations content at the entry,
mid, and upper levels.
New courses have been added and some have been moved from required to restricted electives with the
intention of having the curriculum more adequately reflect current and anticipated changes in the public
relations profession.
All changes are in bold and are as follows:
Major Requirements: 45 hours
Required Fundamental Courses: 21 hours
•
•
•
•
•
•
•
•
CTAC 124 - Fundamentals of Speech (Gen Ed Area I) 3 hrs (removed from major)
CTAT 141 - Audio and Video Production for Nonmajors 3 hrs (moved to restricted elective only)
JRNL 215 - News Writing and Reporting 3 hrs
JRNL 312 - Introduction to Public Relations 3 hrs
JRNL 314 - Writing for Public Relations 3 hrs
JRNL 201 – Public Relations and Public Responsibility 3 hrs (newly added to curriculum)
JRNL 221- Social Media in Public Relations 3 hrs (new course)
CMT 336 – Electronic Publishing Technology 3 hrs (moved from restricted elective to required)
One course from the following:
•
•
•
•
CTAC 224 - Public Speaking 3 hrs (removed from major)
CTAC 350 - Persuasion 3 hrs (moved to restricted elective only)
CTAC 354 – Organizational Communication 3 hrs
CTAC 370 – Nonprofit Organizational Communication 3 hrs (newly added to curriculum)
Required Advanced Courses: 18 hours
• CTAC 475W - Research in Speech Communication (Gen Ed Area I, W) 3 hrs
• JRNL 408W - Case Studies in Public Relations 3 hrs
• JRNL 333 Integrated Campaigns 3 hrs (new course)
• JRNL 403 The Agency 3 hrs (new course)
One course from the following:
•
JRNL 306W - Feature Writing (Gen Ed Area I, W) 3 hrs
Miller, Program Revision Guidelines
Sept. 09
Program Revision Guidelines
•
CTAT 344W – Continuity Writing for Electronic Media 3 hrs
One course from the following:
• JRNL 487 - Cooperative Education in Journalism/Public Relations 3 hrs
• JRNL 490 - Internship in Journalism/Public Relations 3 hrs
One course from the following:
•
•
CTAT 334 - Radio-Television News 3 hrs (removed from major)
CTAT 344W - Continuity Writing for Electronic Media (Gen Ed Area I, W) 3 hrs (offered as
an option above)
One course from the following:
•
•
CTAC 354 - Organizational Communication 3 hrs (offered as an option above)
CTAC 357 - Interviewing as Communication 3 hrs (moved to restricted elective only)
Restricted Elective Courses: 6 hours (Hours decreased from 9 to 6)
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
ARTS 104 - Graphic Design for Non majors (Gen Ed Area IV) 3 hrs
CMT 204 - Photographic Communication 3 hrs
CMT 336 - Electronic Publishing Technology 3 hrs (moved to required area)
CTAC 224 - Public Speaking 3 hrs (removed from major)
CTAT 141 - Audio and Video Production for Nonmajors 3 hrs (moved from required)
JRNL 307 - Copy Editing 3 hrs
JRNL 317 – Crisis Management for Public Relations (new course)
CTAC 350 - Persuasion 3 hrs
CTAC 357 – Interviewing as Communication (moved from required)
CTAC 359 - Small Group Communication 3 hrs
MKTG 360 – Principles of Marketing (newly added to curriculum)
JRNL 379 – Special Topics in PR 3 hrs (newly added to curriculum)
CTAC 227 - Interpersonal Communication (Gen Ed Area IV) 3 hrs
ENGL 323 - Writing in the Professional World 3 hrs
CTAT 241 - Radio-Television-Film Announcing 3 hrs (removed from curriculum)
CTAT 334 - Radio-Television News 3 hrs (removed from curriculum)
CTAT 344W - Continuity Writing for Electronic Media (Gen Ed Area I, W) 3 hrs (moved to
required)
JRNL 311 - Newspaper Layout and Design 3 hrs (removed from curriculum)
JRNL 423 - Magazine Article Writing 3 hrs (removed from curriculum)
JRNL 455 - Journalism Law and Ethics 3 hrs (removed from curriculum)
Maximum of 6 hours from the following:
•
•
•
•
•
•
•
CTAC 387 - Cooperative Education in Communication 1 hr (removed from curriculum)
CTAC 388 - Cooperative Education in Communication 2 hrs (removed from curriculum)
CTAC 389 - Cooperative Education in Communication 3 hrs (removed from curriculum)
CTAC 487 - Internship in Communication 1 hr (removed from curriculum)
CTAC 488 - Internship in Communication 2 hrs (removed from curriculum)
CTAC 489 - Internship in Communication 3 hrs (removed from curriculum)
JRNL 387 - Cooperative Education in Journalism/Public Relations 3 hrs (removed from
curriculum)
Miller, Program Revision Guidelines
Sept. 09
Program Revision Guidelines
•
•
•
•
JRNL 487 - Cooperative Education in Journalism/Public Relations 3 hrs (removed from
curriculum)
JRNL 488 - Internship in Journalism/Public Relations 1 hr (removed from curriculum)
JRNL 489 - Internship in Journalism/Public Relations 2 hrs (removed from curriculum)
JRNL 490 - Internship in Journalism/Public Relations 3 hrs (removed from curriculum)
Descriptions of Proposed New Courses
Social Media in Public Relations:
In this course, students will explore emerging social media technologies and study their application in
contemporary practice. Students will not only examine these technologies from a theoretical perspective by
reading scholarly research and writings from PR and business professionals, but they will also learn how to
use and author content for such online PR tools. Social Media, like technology evolves, thus new areas of the
field will be discussed when appropriate. Technologies covered will include, but are not limited to: blogs,
microblogs, collaboration tools, podcasts, RSS feeds, viral video, social bookmarking, social networking
sites, and other emerging web technologies. Students will also study how to use such technologies to monitor
conversations on the Internet, engage online communities, identify influencers, and establish thought
leadership.
The Agency:
This course simulates a Public Relations Agency environment. Students learn to apply theory and production
skills in providing communications products and services to clients. Projects involve some independent
work, but the major emphasis is on teamwork in an effort to propose, plan and deliver media projects
targeted toward specific client needs. This course can be repeated once. Prerequisite: JRNL 314 Writing for
Public Relations
Integrated Campaigns:
This course introduces students to the theory and practice of integrated marketing public relations (IMPR)
and provides an overview of developments in the field. Students learn an integrated approach toward
PR/MKTG/Advertising and Social Media. Some of the topics addressed in the course include the growing
developments between public relations (PR) and marketing, the ascendance of social media in PR,
marketing, advertising, communications, the history and development of advertising and public relations,
public opinion and its role in IMPR planning, media relations, research for campaign design, global
communication, and crisis management.
Crisis Management for Public Relations:
Today’s public relations professionals have entered a new era where preparedness to respond rapidly to
various levels of crisis is essential, especially with the 24/7 always on interaction between a company and the
public. Building a positive reputation through the strategic and ethical management of communications with
internal and external audiences during good times is a necessary foundation for withstanding negative press.
Led by the PRSA code of ethics students will utilize analysis techniques, public relations tactics, social
media strategies, and hands-on projects, to evaluate crisis situations, create and implement strategic crisis
communication plans, and engage in media training to learn how to work with media and to coach
spokespersons, while maintaining the organization’s reputation and contribute to the post-crisis recovery and
renewal of an organization.
Names of Existing EMU Courses Added to Curriculum
JRNL 201
Public Relations and Public Responsibility
Required
MKTG 360 Principles of Marketing
Restricted Elective
CTAT 370
Nonprofit Organizational Communication
Required
JRNL 379
Special Topics in PR
Restricted Elective
Miller, Program Revision Guidelines
Sept. 09
Program Revision Guidelines
Overall Result
The overall result of the changes proposed above was the shifting of numerous courses from the required to
restricted elective section and the removal of the following courses completely from the major: CTAC 124,
CTAC 224, CTAC 334, CTAC 241, JRNL 311, JRNL 423, and JRNL 455. CTAC and JRNL internship
options were also removed from the restricted electives section. In addition, the following courses were
newly added to the curriculum: CTAC 370, JRNL 201, JRNL 221, JRNL 333, JRNL 403, JRNL 317,
MKTG 360 and JRNL 379. This was all done with a great thought and consideration after realizing that to
update the major so it more closely reflected the recommendations received by the Commission on Public
Relations Education, current PR practitioners and former students, it would be necessary to create numerous
new courses (4) for inclusion into the curriculum. However, the new courses could not be inserted into the
major without the removal of other courses because we felt strongly that the total number of hours required
for the major should not increase – and they have not.
The request for new course forms are attached as Appendix C.
IV. Impact
The new curriculum removes three courses offered by the English Department and four courses offered by
CMTA. It is also important to note that a Marketing course was added as a restricted elective and a CMT
course was moved from restricted elective to required, so those programs may realize an increase in student
enrollment. Currently, the public relations program has approximately 115 majors. We do not offer a minor
or graduate program.
V. Budget
No budgetary increases are required for this program revision.
Miller, Program Revision Guidelines
Sept. 09