FLORIDA INTERNATIONAL UNIVERSITY
SCHOOL OF JOURNALISM AND MASS COMMUNICATION
Department of Advertising and Public Relations
SYLLABUS: FALL SEMESTER, 2014
PUR 3000: Principles of Public Relations
Tuesday/Thursday: 9:30 a.m. - 10:45 a.m.
Instructor:
Lynne Farber, Assistant Professor
E-mail:
farberl@fiu.edu
Office:
ACII 323
Phone: 305-919-5259
Office Hours: T 1– 2 p.m.
Also by appointment
Course Description: An introduction to the theory, history, practice, and future
of public relations. A comprehensive study of the field.
Text (required): The Practice of Public Relations (eleventh edition), Fraser P.
Seitel, Prentice Hall 2003
Course Objectives:
1. Definitions and overview of public relations
-As a managerial concept
-As a behavioral science
2. History of the field, from ancient beginning to modern times
-Important people, leaders in the field
-Societal factors impacting growth
3. Public relations problem-solving and planning “process”
-RACE, ROPE, other programming models
-Role of research in public relations programs
4. Public relations communication theory
-SEMDR, other communications models
-Concept of two-way communication
5. The public of public relations
-Overview of most crucial publics, including community, employees,
investors, consumers, government, news media
6. Public relations ethics and PRSA codes, and diversity
ACEJMC Course Outcomes
Understand and apply the principles and laws of freedom of speech and press
for the country in which the institution that invites ACEMC is located as well as
receive instruction in and understand the right to dissent, to monitor and
criticizes power and to assemble and petition for redress of grievances
Demonstrate an understanding of the history and role of professionals and
institutions in shaping communications
Demonstrate an understanding of gender, race ethnicity, sexual orientation and,
as appropriate, other forms of diversity in domestic society in relation to mass
communications
Demonstrate an understanding of the diversity of peoples and cultures and of
the significance and impact of mass communications in a global society
Demonstrate an understanding of professional ethical principles and work
ethically in the pursuit of truth, accuracy, fairness and diversity
Students with Disabilities
If you have any special circumstances it is your responsibility to make the
professor aware of them so you may be better accommodated. For questions
and information, please call the FIU Office of Disability Services at 305-3483532 (MMC Campus: GC 190) or 305- 919-5346 (BBC Campus: WUC 139)
Assignments/Readings: Reading assignments are listed in the attached
course schedule. Occasionally, there will be handouts or reading pertinent to
current events or special issues. You are expected to complete assigned
readings prior to class and be ready to participate in class discussion.
Departmental policy does not allow extra credit.
The School of Journalism and Mass Communication (SJMC) fosters an
environment of inclusivity and respect for diversity and multiculturalism.
The SJMC educates students to embrace diversity and understand the
root causes of discrimination, as well as social, ethnic, sexual, disability
and gender-based exclusion.
Grading: Three exams of equal weight.
Grade Scale:
A 92-100
A- 89-91
B+ 87-88
B 82-86
B- 79-81
C+ 77-78
C 70-76
D 66-69
F below 65
Departmental Writing Policy-Undergraduates: Good writing is vital to both
advertising and public relations careers. Accordingly, students will be held to a
uniform writing standard. After the completion of MMC 3104, all papers, reports
and tests written outside of the classroom-regardless of length- will first be
graded for content. Following that, the paper will be reviewed for writing.
Should a paper contain six or more errors, the work will automatically lose 10
points, based on 100. At the instructor’s discretion, more stringent grading may
be applied.
Academic Honesty
In meeting one of the major objectives of higher education, which is to develop
self-reliance, it is expected that students will be responsible for the completion
of their own academic work. The use of literature, notes, aids, or assistance
from other sources should be clearly identified with respect to all course
assignments and examinations. In addition, students are expected to use all
resources, including books, journals, and computers only in legal and
authorized ways. They should also refrain from falsification of records, attend
class as required, and participate in the educational process without disrupting
the orderly processes and functions of the University.
IMPORTANT DATES TO REMEMBER
Sept. 2: Last day to drop courses or withdraw from the University without a financial
penalty
Sept. 30: Last day to drop a course with DR grade/last day to withdraw from the
University
PUR 3000 COURSE OUTLINE
SCHEDULE
Readings and work assignments are to be completed by the time class begins
on dates shown below.
Date
Readings
T 8-26
None
R 8-28
Text, Ch 1
Class Subject-Assignments
Introduction to course. Explanation of assignments,
grading. Opportunity for students to ask questions
about the class and the public relations profession.
What is public relations? An overview of the
profession.
.
T 9-2
Text, Ch 2
The growth of public relations A historical
perspective and additional overview of the profession.
Review the Tylenol Case on page 41 for discussion.
R 9-4
Text,Ch 3
Communications. Discussion of the importance
of communications theory and different models.
T 9-9
Text, Ch 4
Public Opinion. How are attitudes influenced?
R 9-11
Text, Ch 5
Management. Role of public relations in the management
process
T 9-16
Text, Ch 6
Ethics. We will discuss the importance of ethics to the
profession.
R 9-18 Text, Ch 7
Public Relations and the Law. Overview of the
various types of law affecting the PR practitioner.
T 9-23
REVIEW
R 9-25
TEST 1
T 9-30
.
DIVERSITY DAY
R 10-2
Text, Ch 9
Research. Types and methods; review the importance of
research in public relations.
Media Relations- First half of chapter
Date
Readings
T 10-7
Text, Ch 10
R 10-9
Text, Ch 11
Class Subject-Assignments (cont)
Media Relations: Part two Employee relations
Community Relations
T 10-14 Text, Ch 12
R 10-16 Text, Ch 13
Government Relations
Consumer Relations
T 10-21
R 10-24
REVIEW FOR TEST TWO
TEST TWO
T 10-28
Text, Ch 14
International Relations. Review the international growth
of Public Relations; discuss the state of public relations
in the different regions of the world.
R 10-30 Text, Ch 15
Public Relations Writing. Review the fundamentals of
writing as public relations professional. Discuss
inverted pyramid.
____________________________________________________________________________
T 11-4
Text, Ch 16
Writing for the Eye and Ear
R 11-7
Text, Ch 17
Integrated Marketing Communications
T 11-11
Veteran’s Day
R 11-13 Text, Ch 18
PR and Social Media
___________________________________________________________________________
T 11-18
Text Ch. 19
Crisis Management Review principles of how to
manage a crisis situation.
R 11-21
as current cases in the media.
T 11-26
Text Ch 20
PR as a career
R 11-28
Thanksgiving Holiday
T 12-2
.
Review for test three
R 12-4
Test three
____________________________________________________________________________
FINAL EXAM WEEK: DECEMBER 8-12