COURSE SYLLABUS FORMAT
Southeast Missouri State University
Department of
Title of Course:
Mass Media
Strategic Relations
Course No
MC231
Revision
New
2011
I. Catalog Description and Credit Hours of Course:
Strategic communication techniques for building relations with internal publics, clients and the media
through conferences and crisis/issues management. (3)
II.
Prerequisite (s): Completion of 15 credit hours.
III.
Purposes or Objective of the Course:
The Department of Mass Media at Southeast Missouri State University holds accreditation in mass
communication from the Accrediting Council for Education in Journalism and Mass Communications
(ACEJMC) and Certification in Education for Public Relations (CEPR). We embrace the values and
competencies of ACEJMC and CEPR.
The five key values are (1) freedom of speech and press; (2) history of communications; (3) diversity in
a global society; (4) application of theories in communications; and (5) legal and ethical issues in pursuit of
truth, accuracy, fairness and diversity.
The six key competencies are (1) critical, creative and independent thinking; (2) correct and clear
writing; (3) appropriate use of research and evaluation; (4) application of basic numerical and statistical
concepts; (5) appropriate application of tools and technologies for the communications professions; and (6)
critical evaluation of work for accuracy, fairness and clarity.
This course focuses on the appropriate application of tools and technologies for the communications
profession. Emphasis is on diversity in a global society; legal and ethical issues in pursuit of truth, accuracy,
fairness and diversity; and critical, creative and independent thinking.
A. To develop strategic communication for building relations with internal publics, clients and the
media.
B. To be able to conduct effective media conferences, videoconferences and other types of meetings.
IV.
Expectations of Students:
A. Attend and participate in all class sessions.
B. Complete all readings and other assignments on time.
V. Course Content or Outline (Indicate number of class hours per unit or section):
A. Strategic relations with internal publics:
Week 01 – training and orientation of internal publics
Week 02 – relationship-building with internal publics
Week 03 – team-building with internal publics
B. Strategic client relations:
Week 04 – terms and contracts
Week 05 – relationship-building with clients
Week 06 – interpersonal communications with clients
Week 07 – mediated communications with clients
C. Strategic media relations:
Week 08 – gatekeeper needs
Week 09 – relationship-building with media
Week 10 – angles and pitches for media
Week 11 – media kits
Week 12 – press conferences
Week 13 – media tours
D. Strategic issues management
Week 14 – issues planning
Week 15 – crisis management
VI. Textbook(s) and/or Other Required Materials or Equipment:
A. To be determined.
VII. Basis for Student Evaluation:
10% Unit A participation and pop quizzes
10% Unit B participation and pop quizzes
10% Unit C participation and pop quizzes
10% Unit D participation and pop quizzes
20% Week 05 exam
20% Week 10 exam
20% Final exam
A 90%
B 80%
C 70%
D 60%