FLORIDA INTERNATIONAL UNIVERSITY
SCHOOL OF JOURNALISM AND MASS COMMUNICATION
Department of Advertising and Public Relations
PUR 3000: PRINCIPLES OF PUBLIC RELATIONS
Summer A 2014
Instructor:
Jessica Matias, Adjunct Professor
E-mail:
jematias@fiu.edu
COURSE DESCRIPTION: An introduction to the theory, history, practice, and future of public
relations. A comprehensive study of the field.
COURSE OBJECTIVES:
1. Definitions and overview of public relations
 As a managerial concept
 As a behavioral science
2. History of he 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
TEXTBOOK (REQUIRED): The Practice of Public Relations (12th edition), Fraser P. Seitel,
Prentice Hall 2013
EXPECTATIONS OF THE COURSE
1. DISCUSSIONS & IN CLASS ASSIGNMENTS (REQUIRED): There will be class discussions and
other assignments of general interest that are directly related to the course. Participation in
the discussions is required for it will be factored into your final grade (20%) Please note that
20% can make a big difference – it can mean the difference between an A and a B. These
discussions and assignments will happen in group settings in order to maximize engagement
and your learning experience.
PLEASE NOTE: THIS COURSE MOVES AT AN ACCELERATED PACE given the summer schedule, so
please carefully review the course calendar. We will be covering several chapters in any given
week. Participation in the discussions is required in order to maximize your learning experience
and earn your participation grade.
2. EXAMS: This course will include 5 closed-book exams (ONE EVERY WEEK BEGINNING WEEK
2. Exams are scheduled from THURSDAYS AT 12:00AM TO SATURDAYS AT 11:59PM. All
students must adhere to the exam schedule – no exceptions will be made due to work
schedules, vacations, mild illness, weddings, out of country emergencies, etc. The exams will
cover material from the textbook, readings and class discussions. These exams will be multiple
choice, and/or true-false (50 questions, 2 points each). The exams are not cumulative. Makeup exams will not be given unless extenuating circumstances are present and documentation
is provided in a timely manner. If that rare case should occur, the make-up exam will be
administered at the instructor’s discretion.
GRADING
Letter
Grade
A
AB+
B
Range
92 -100
89 - 91
87 - 88
82 - 86
Letter
Grade
BC+
C
D
Range
79 - 81
77 - 78
70 - 76
66 - 69
COURSE REQUIREMENTS
Letter
Grade
F
Weights
TESTS: FIVE (5) exams
80%
DISCUSSION/PARTICIPATION
20%
Total
100%
Range
< 65
DISABILITY NOTICE: I understand that there is Disability Resource Center available to me should
I need it. It is my responsibility to contact them to process my request to have my needs met. I
need to follow their procedures as to proper notification to the instructor.
RELIGIOUS HOLY DAYS: The University's policy on religious holy days as stated in the University
Catalog and Student Handbook will be followed in this class. Any student may request to be
excused from (on-line) class to observe a religious holy day of his or her faith. It is imperative
that each student reads and understands the Academic Honesty policies covered in class and
described at: Academic Policy.
RULES, POLICIES, and ACADEMIC MISCONDUCT
It is expected that interactive learning and teaching will enrich the learning experience of all
students, and that each student will work in partnership with the professor to create a positive
learning experience for all. Student engagement is a necessary condition for an effective
learning experience, and includes contributions to debate and discussion (if any), positive
interactive learning with others, and an enthusiastic attitude towards inquiry. Everyone is
expected to be a positive contributor to the class learning community, and students are
expected to share the responsibility of teaching each other.
Statement of Understanding between Professor and Student
Every student must respect the right of all to have an equitable opportunity to learn and
honestly demonstrate the quality of their learning. Therefore, all students must adhere to a
standard of academic conduct, demonstrating respect for themselves, their fellow students,
and the educational mission of the University. As a FIU student taking this class:
I will not represent someone else's work as my own.
I will not cheat, nor will I aid in another's cheating.
I will be honest in my academic endeavors.
I understand that if I am found responsible for academic misconduct, I will be subject to the
academic misconduct procedures and sanctions as outlined in the Student Handbook.
Failure to adhere to the guidelines stated above may result in one of the following:
Expulsion: Permanent separation of the student from the University, preventing readmission to
the institution. This sanction shall be recorded on the student's transcript.
Suspension: Temporary separation of the student from the University for a specific period of
time.
By taking this course I promise to adhere to FIU's Student Code of Academic Integrity. For
details on the policy and procedure go to ACADEMIC MISCONDUCT.
ELECTRONIC COMMUNICATION: You are required to join the FACEBOOK GROUP created for
this course as it will be used as a forum for discussion, articles and video postings, class
powerpoints and any other material relevant to the course. I have an account used strictly for
this purpose under the name JESSICA MATIAS – please friend me so that I can add you to the
ADV3008 group. You are responsible for checking messages and emails prior to the start of
every class session. More details regarding this GROUP will be provided in class.
ATTENDANCE/TARDINESS: Class attendance is MANDATORY; class roll will be taken at the
beginning of each class. For each unexcused absence beyond the first, two points will be
deducted from your final grade.
Absences will be excused ONLY in three situations:
1) Personal or immediate family health condition, certified by a physician or counselor
2) Personal or family legal condition, warranting your attention during class time and certified
by an attorney, judge or legal document stating time and place
3) University official business, certified by a university faculty
MAKE-UPS: For all and any assignments including exams – no exceptions will be made due to
work schedules, vacations, mild illness, weddings, out of country emergencies, etc. Make-ups
will not be given unless extenuating circumstances are present and documentation is
provided in a timely manner. If that rare case should occur, the make-up assignment will be
administered at the instructor’s discretion.
DISCREPANCIES: In the even that there is a discrepancy with your grades – whether it was not
posted with the rest of the class or if there are questions that you would like to review with
your professor – it is your responsibility to communicate with your professor in a timely manner
in order for changes to be made or office hours to be arranged.
DIGITAL ELEMENTS: I encourage you to bring our laptops to class – or any other devices such as
tablets and the like for they can be useful for class discussion as you may need to look things
up. I understand that we all feel the critical need to be connected, however during class time
you must DISCONNECT. In other words, phones on silent so that they cannot be heard and
laptops closed (unless otherwise instructed) so that I have your undivided attention.
ABSOLUTELY NO TEXTING ALLOWED DURING CLASS
This is the most important thing that I ask of you because of its disruptive nature to my
lecturing. You will be asked to leave the classroom if I see you texting. If you are dismissed
from class, I ask that you leave quietly and come back during the next class session.
COURSE CALENDAR
***Exams will be available online from THURSDAY 12:00 a.m. to SATURDAY 11:59 p.m. on the day and week
assigned. Ninety minutes is available for each test.***
MODIFIED FINAL EXAM SCHEDULE FOR TEST #5 – PLEASE SEE DATES BELOW
Module
Topic
Tests
INTRODUCTION, SYLLABUS REVIEW
WEEK 1
May 13 - 15
Chapter 1: Defining PR
Chapter 2: The History and Growth of PR
WEEK 2
Chapter 3: Communication
May 20 - 22
WEEK 3
May 27 – May 29
TEST #1 on CHAPTERS 1, 2, 3 – THURSDAY MAY 23 @12:00AM –
SATURDAY MAY 25 @11:59PM
Chapter 4: Public Opinion
Chapter 5: Management
Chapter 6: Ethics
TEST #2 on CHAPTERS 4, 5, 6 – THURSDAY MAY 29 @12:00AM –
SATURDAY MAY 31 @11:59PM
NO TEST
TEST 1
May 22 - 24
TEST 2
MAY 29 – May 31
Chapter 7: The Law
WEEK 4
June 2 - 5
Chapter 8: Research
TEST 3
Chapter 9: Media
JUNE 5 - 7
TEST #3 on CHAPTERS 7, 8, 9 – THURSDAY JUNE 5 @12:00AM –
SATURDAY JUNE 7 @11:59PM
Chapter 10: Social Media
WEEK 5
Chapter 12: Government Relations
TEST 4
June 10 - 12
Chapter 13: Community Relations
JUNE 12 - 14
TEST #4 on CHAPTERS 10, 12, 13– THURSDAY JUNE 12
@12:00AM – SATURDAY JUNE 14 @11:59PM
Chapter 15: Public Relations Writing
WEEK 6
June 17 – 19
MODIFIED FINAL
EXAM SCHEDULE
Chapter 16: Integrated Marketing Communication
Chapter 17: Crisis Management
TEST #5 on CHAPTES 15, 16, 17 – WEDNESDAY JUNE 18
@12:00AM – FRIDAY JUNE 20 @11:59PM
TEST 5
JUNE 18 - 20