PUBLIC RELATIONS: COMMUNICATION 443A/5443
Instructor: J. Mignon Kucia
601.925.3899
kucia@mc.edu
Office 102Aven
Course Objectives The primary objective of this course is to familiarize students with the basic concepts,
principles, practice and profession of public relations. It is the foundation course for other courses in
public relations and a supplemental course for students majoring in other fields. At the end of the course
students should have attained knowledge and understanding of the following central concepts:
-- The role and functions of public relations in a contemporary society.
-- The contingency views of public relations practice in the worlds of managing competition and
conflict
-- The historical evolution of public relations, career opportunities in the field, and
professional/ethical/legal responsibilities.
-- The basic process of public relations—research, planning, communication, evaluation—and
the use of communications strategies and tactics to achieve organizational goals and
objectives. -- The persuasion of public opinion and audience analyses and how to reach the
audience.
-- Practical guidelines for utilizing written, spoken, and visual techniques to reach selected
audience.
-- An understanding of public relations activities in business, sports, tourism and entertainment.
-- An understanding of public relations activities in nonprofit, education and government organizations.
Course Prerequisites There are no prerequisites for this course, but a student should be a sophomore or a
junior. It is an introductory course that not only attracts public relations majors but a number of majors in
public relations, advertising, journalism, communication, marketing, and business.
DISCLAIMER:
We will attempt to follow the outlined schedule. Be aware that changes will be made as
necessary.
SPECIAL NOTICE:
Tuition refund cannot be made on dropped classes after the first week of classes.
Required Text The text is Public Relations Today: Managing Competition and Conflict by Cameron,
Wilcox, Reber, and Shin (Boston: Allyn and Bacon, 1st Edition, 2007.)
Recommended Periodicals Students, particularly public relations majors, should take advantage of
special student discounts for the following publications: Public Relations Tactics (available through
PRSSA membership); PR Week (a weekly tabloid); Communication World (available through IABC
membership); The Wall Street Journal and The New York Times.
Method of Instruction The primary method of instruction is the class lecture. The instructor will lead
class discussion and elaborate on material from the required text through use of contemporary cases or
examples out of the text. Sample public relations materials from local organizations, occasional guest
lectures by public relations specialists and class activities will also be included.
Catalog Description:
This course addresses the task of building and maintaining positive and neutral relationships with the
public based upon performance and communications.
DISABILITY NOTICE/COUNSELING SRVICES
In order for a student to receive disability accommodations under Section 504 of the Americans with
Disabilities Act, he or she must schedule an individual meeting with the Director of Student Counseling
Services immediately upon recognition of their disability (if their disability is known they must come
in before the semester begins or make an appointment immediately upon receipt of their syllabi for the
new semester). The student must bring with them written documentation from a medical physician and/or
licensed clinician that verifies their disability. If the student has received prior accommodations, they
must bring written documentation of those accommodations (example Individualized Education Plan
from the school system). Documentation must be current (within 3 years). The student must meet with
SCS face-to face and also attend two (2) additional follow up meetings (one mid semester before or after
midterm examinations and the last one at the end of the semester). Please note that the student may also
schedule additional meetings as needed for support through SCS as they work with their professor
throughout the semester. Note: Students must come in each semester to complete their Individualized
Accommodation Plan (example: MC student completes fall semester IAP plan and even if student is a
continuing student for the spring semester they must come in again to complete their spring semester IAP
plan).
Student Counseling Services is located in Alumni Hall Room #4 or they may be contacted via email at
christia@mc.edu or rward@mc.edu. You may also reach them by phone at
601-925-7790.
Academic Integrity:
Mississippi College students are expected to be honest. The college and this instructor does not
tolerate, cheating, plagiarism, forgery or misuse of college documents. The penalty may include,
loss of credit and possible dismissal from the college. The policy is stated in the Mississippi College
Tomahawk and in Policy 2.19. Copies of the policy are available on the Mississippi College Web.
Class Participation
You are expected to participate in class. You will note that this is 10% of your final grade. Sleeping,
texting, studying for other classes, tardiness and failure to turn in assignments are some examples of
behaviors that will negatively impact your participation grade. Additionally, computers will not be open
on your desk during lecture. Please see attendance policy as it relates to this grade.
Attendance
It is in your best interest to be here. Much of what will be on tests includes material
from class meetings. I will adhere strictly to the university policy on absenteeism which requires
that you be present for 75% of the class meetings. This means that if you miss more than 12 classes
in a MWF, or more than 8 classes in a MW or TR class, you will be assigned an automatic “F”. If you are
absent, it is your responsibility to get the material you missed from another class member. As
noted previously, participation accounts for 10% of your final grade. Other than the noted
activities which can affect your participation grade, absences will also have an impact on this
grade. You will be allowed 3 absences with no penalty. After those 3 absences, you will lose points
on the participation grade. For a MW or TR class, the penalty will be 3 points, per absence over 3,
and for a MWF class there will be a 2 point reduction in your participation grade for each absence
over 3. In classes such as these, much of the learning is a result of the interaction and activities
which take place during class, therefore it is imperative that you be in attendance was much as
possible.
Final Project
The final project is considered the final exam and is an integral part of the public relations
learning process. This one project allows the student to incorporate all the elements necessary to
write a public relations plan. For this reason seniors will not be exempt from the final project. The
final project will be due the first day of the last week before final exams.
Evaluation:
A. A minimum of three discussion test will be administered during the semester.
B. The student will design, administer and analyze original surveys.
C. The student will write a newsrelease in proper form and in news writing style.
D. The student will design and produce a public relations plan for a case study or
for an organization. The project will be submitted and evaluated as a major
part of the students grade.
Graduate students
You are expected to write two major research papers. The papers are due the last week of the
semester. The topics will be approved by the instructor prior to the writing of the papers. The
papers will be written in APA Style and will account for 10% of your grade each. Graduate
students will be designated as leaders in the class projects and will offer leadership in the area.
Grading Scale:
Undergraduate
A=94-100
B=93-85
C=84-78
D=77-70
F=69Graduate
A=94-100
B+ =92-93
B= 85-91
C+=83-84
C=78-82
D+=76-77
D=70-75
F=69-
Final Grade: The final grade is calculated by determining an average of the tests, class activities, and
the final project. The final project will count one third of the final grade.
Test Re-schedule: Scheduled tests will be made-up only when there is an excused absence.
The
“Make-up test” must be taken within a two week period after the regularly scheduled
test. Any class
activity which is missed due to and excused absence will be re-assigned.
If it is a project which
requires group activity, the project will be made-up with an
alternate assignment.
COMMUNICATION MAJORS SHOULD KEEP THE PUBLIC RELATIONS PLAN FOR
THEIR PORTFOLIO.
Week One
1/12-14
Chapter 1: What is Public Relations?
Week Two
1/19-21
Chapter 2: Managing Competition and Conflict
Week Three
1/26-28
Public Relations: A Historical Perspective
Week Four
2/2-4
Chapter 4: Today’s Practice: Departments and Firms
TEST # 1 – Chapters 1-4
Week Five
2/9-11
Chapter 5: The Public Relations Process
Week Six
2/16-18
Chapter 6: Public Opinion and Persuasion
Week Seven
2/23-25
Chapter 7: Ethics and the Law
Week Eight
3/1-3
Chapter 8: Reaching the Audience
Week Nine
3/8-10
SPRING BREAK
Week Ten
3/15-17
Test # 2 Chapters 5-8
Chapter 9: Tech Tools and Trends
Week Eleven
3/22-24
Chapter 10: Public Relations Tactics
Chapter 11: Global Public Relations
Week Twelve
3/29-31
Chapter 12: Business, Sports, Tourism and Entertainment
Week Thirteen
4/5-7
Chapter 13: Nonprofit, Education, and Government
Week Fourteen
4/12-14
Chapter 13: Nonprofit, Education, and Government
Week Fifteen
4/19-21
Individual Project Presentation (Tentative)
Week Sixteen
4/26
Review and make-up day
ADP
Week One
Chapter 1 What is Public Relations?
Chapter 2 Managing Competition and Conflict
Week Two
Chapter 3 Public Relations: A Historical Perspective
Chapter 4 Today’s Practice: Departments and Firms
Week Three
Chapter 5 The Public Relations Process
Week Four
Chapter 6 Public Opinion and Persuasion
Week Five
Chapter 7 Ethics and the Law
Chapter 8 Reaching the Audience
Week Six
Chapter 9 Tech Tools and Trends
Chapter 10 Public Relations Tactics
Week Seven
Chapter 10 Public Relations Tactics
Chapter 11 Global Public Relations
Chapter 12 Business, Sports, Tourism and Entertainment
Chapter 13 Nonprofit, Education, and Government
Week Eight - Exam & Final Project Due