BROOKLYN COLLEGE: Department of Television and Radio
Public Relations – TVRA 2519 - Hybrid
Fall 2013
(Pre-requisite 6.5; co-requisite 16.5)
Dr. Barbara Jo Lewis
barbaraj@brooklyn.cuny.edu
TEXTBOOK: Available at the BC bookstore:
Sitel, F.P. (11th edition). The practice of public relations. New Jersey: Prentice-Hall.
Hacker, D. (most recent). A writer’s reference. New York: Bedford/St. Martins. This is
a required text for all TV/Radio classes, so please retain it. You should consult this book
concerning all style and grammar questions in your writing for this course. You may also
use Lunsford, A. (2006). Easy writer: A pocket reference, if you have already bought it.
DESCRIPTION OF COURSE: To instill in students an understanding of the practices and
principles of public relations. Students will learn about publicity, press agentry, product
promotion, public affairs, lobbying, classic P/R theories, and the legal environment.
COURSE CALENDAR:
Date
9/3
Introduction to Contemporary Public Relations
9/10 Case Study: Tylenol
History of Public Relations
9/17 Case Study: Martha Stewart
Public Opinion
9/24 Case Study: Hewlett Packard
Ethics
Public Relations Research
10/8 Case Study: Auto Bailout - Poor Judgment
10/15 no class – conversation day
read: Public Relations in Government
10/22 midterm
10/29 Case Study: Wal-Mart
Communication
Media Relations
10/23 Case Study: Exxon
Management’s Perspective (View from Above)
Employees’ Perspective (View from Within)
11/5 Tools of Communication
Elements of Persuasion
IMC
Social Media
11/12 Crisis Management
Case Study: Pam Am 103/Lockerbie
11/19 Public Relations and the Law
11/26 no class – work on group projects
CHAPTER
1
2
4
6
8
12
3
9
5
10
15
16
17
18
19
7
TVRA 2519 Public Relations
Fall 2013
Dr. Lewis
Page 2
12/3 Team Presentations
12/10 Team Presentations
12/17 Review and Conclusions (The Future)
ASSIGNMENTS: Students will write news releases (press releases) and assignment
memoranda (press alerts), each designed to function as part of a public relations program
structured to achieve a specific objective. All students will be expected to prepare a
situational analysis, a research report, a set of objectives, a plan for a special event, a news
release, a fact sheet, and recommended evaluation procedures. Class presentations are made
in teams with students presenting and evaluating the components of a program the team has
researched and executed.
COURSE OBJECTIVES: 1. Demonstrate knowledge of basic elements utilized in the Public
Relations process through writing assignments and the group project.
2. Succeed in producing a Public Relations Campaign for a client including research, written
materials (news releases, video news releases, backgrounder etc.) working both
independently and in a group over the course of the term.
3. Gain presentation skills as each student will be required to present their portion of the
group project to the class for analysis.
ANTICIPATED OUTCOMES: At the conclusion of this course, the student will be able to
assess a public relations program and judge the efficacy of such an effort. The student will
be able to identify the various components involved in a campaign that include situational
analysis, press alerts/releases, video news releases, and evaluation research. Finally, the
student will have an understanding of the evolution of the industry historically as well as
insight into future potential that new media and technologies will provide.
ATTENDANCE POLICY: You are expected to attend all classes (see The Brooklyn College
Bulletin for the school attendance policy). The attendance sheet should be signed when you
enter. After two unexcused absences your grade will be reduced by one half grade per
absence. Please turn off cell phones during class.
POLICY ON ACADEMIC INTEGRITY: The faculty and administration of Brooklyn
College support an environment free from cheating and plagiarism. Each student is
responsible for being aware of what constitutes heating and plagiarism and for avoiding both.
The complete text of the CUNY Academic Integrity Policy and the Brooklyn College
procedure for implementing that policy can be found at this site:
http://www.brooklyn.cuny.edu/bc/policies. If a faculty member suspects a violation of
academic integrity and, upon investigation, confirms that violation, or if the student admits
the violation, the faculty member MUST report the violation.
TVRA 2519 Public Relations
Fall 2013
Dr. Lewis
Page 3
GRADING: The midterm and final (not cumulative) will represent 70% of the students’
grade. The assignments described above, primarily the group project, will comprise an
additional 30% of the grade.
METHOD OF ASSESSMENT:
general class
participation
Does Not Meet
Expectations
Is absent from
class, does not ask
or answer
questions, does not
engage in
discussion, is not
attentive
presentation
class
participation
Does not attends
presentations, does
not ask questions
of the presenters,
does not comment
on presentations, is
not attentive
Exams and
Quizzes
Fails to
demonstrate
knowledge of the
subject, writes
unclearly, does not
write concisely,
employs poor
grammar, does not
write neatly, does
not pay careful
attention to the
wording and
precise meaning of
questions
Meets Expectations Exceeds
Expectations
Attends class, asks Attends class, asks
and answers
and answers
questions, engages questions
in discussion, is
frequently, engages
attentive
in discussion
frequently, is
attentive and
enthusiastic
Attends
Attends
presentations, asks presentations,
questions of the
frequently asks
presenters,
questions of the
comments on
presenters,
presentations, is
frequently
attentive
comments on
presentations, is
attentive and
enthusiastic
Demonstrates
Demonstrates deep
knowledge of the
knowledge of the
subject by
subject by
answering
answering
questions clearly
questions
and concisely,
compactly yet
employs good
insightfully,
grammar, writes
employs excellent
neatly, pays careful grammar and good
attention to the
spelling, writes
wording and
neatly
precise meaning of
questions
TVRA 2519 Public Relations
Fall 2013
Dr. Lewis
Page 4
DEPARTMENT e-GROUP:
All TVR Majors should join the department listserv by sending a blank
message to: bctvr-majors-subscribe@yahoogroups.com. This listserv will
send around information about scholarships, internships, guest speakers,
events, and other items of interest to Television and Radio majors.
OFFICE HOURS: I will be available from 12:15 until 2:15 on Tuesdays in room 407S
Whitehead or by appointment. Please phone or e-mail if you are intending to come by my
office as I sometimes am required to attend meetings or may have other student conferences
scheduled.
Professor reserves the right to change the schedule as required.