Thomas F. Patterson, Jr., Ph.D.
208D Morrill Hall
(802) 656-0042 (w), (802) 658-7496 (h)
tpatters@uvm.edu
Office Hours: Thursdays, 8:30 – 10:30 AM
Overview
The field of Public Communication is the practice of understanding, designing,
implementing, and evaluating successful communication campaigns within a framework
of public service.
It is used to inform & persuade, to build relationships, and to encourage open dialog in
the public interest. This is accomplished by crafting successful messages through the
application of research, theory, technical knowledge, and sound design principles.
Public Communication Media gives students an up-to date insight into mass media, the
public as its audience, and the messages and issues that dominate the media today. In
addition, the concept of social marketing and its relationship to social polling and media
will be explored through readings, discussions and service learning. This course
introduces students to oral, visual and written forms of communication involving media,
public relations, issue management, and social marketing. It will provide you with a
unique blend of theory and practice that will help build your base-level skills and
expertise in public communication.
Objectives
Students will:
1. be able to define, analyze and contrast mass media, to include: books, magazines,
newspapers, recordings, movies, advertising, TV, radio, World Wide Web.
2. be able to define, analyze and contrast mass media messages, to include: news, public
relations, advertising, entertainment, media research.
3. be able to define, analyze and contrast mass media issues, to include: mass media
effects, mass media and society, global mass media, mass media and governance, mass
media law, ethics and mass media.
4. be exposed to values of the CALS Core Curriculum (Citizenship and Social
Responsibility, Environmental Stewardship and Personal Growth) and how they apply to
public communication.
5. become familiar with the term and utilize the concept of social marketing through a
Service Learning experience.
6. understand and be able to conduct social polling
7. increase their writing skills
8. increase their oral communication skills and, specifically, be able to give an advanced
oral presentation
9. develop a foundation of public communication knowledge, skills and values that will
serve as a basis for advanced courses in public communication
Required Books
Vivian, John, The Media of Mass Communication. Ninth edition. (Allyn and Bacon:
Boston) 2009.
Religious Holidays
Students have the right to practice the religion of their choice. Each semester students
should submit in writing to their instructors by the end of the second full week of classes
their documented religious holiday schedule for the semester
Activities
In this class you will learn about media, practice and improve personal communication
skills and become involved in the UVM/Burlington community through a Service
Learning project. We will learn about public communications through an exhaustive
study of the Vivian textbook, and completing chapter quizzes. You will have the
opportunity to practice and improve your writing skills by composing short, two-page
essays, assigned for each Vivian chapter. You will have the opportunity to improve your
oral communication skills by helping to conduct the Vermonter poll and facilitating and
participating in class discussions. And you will get involved in being part of a team that
assesses the social marketing, conducts social polling, and develops a special project for a
local organization.
1. Vivian Text Quizzes, Essays/Student Participation, Facilitation (50%) Students
will bring completed Vivian textbook chapter quizzes and two-page essays to class, the
date the chapter is due (as indicated on the course Blackboard calendar). Students will
come prepared to go over the chapter quizzes and facilitate and participate in class
discussions of the chapter topics.
2. Polling (10%). Students will help conduct the Vermonter Poll through the Center for
Rural Studies. You are expected to attend training in class and then spend a minimum of
four hours at the Center for Rural Studies polling Vermonters. You need to complete
fours hours of polling for this class alone, regardless of other classes. To receive full
credit for this project, you are to submit a 2 to 3 page paper, reflecting on your experience
in polling Vermonters and detailing what you learned. Note: learning often takes place in
the most uncomfortable of situations. Do not use this as a “complaint” session.
3. Service Learning (40%). Students will be part of a team that conducts a servicelearning critique of a local non-profit social marketing plan and then develops a social
marketing project as an outcome of the critique. The Blackboard course site has plenty of
information on social marketing.
Grades
Doing your work on time and not procrastinating is a major key to success in this class.
Coming to class with your quizzes completed, and your essays written, revised and
finalized; actively participating in class; conducting four hours of the Vermonter poll and
reflecting on it; and being an active and positive member of your Service Learning group
– all will earn you a top grade in this class. Failure to do so, will result in a poor or
failing grade.
Vivian quizzes, essays/ Student
participation/facilitation
Polling
Service Learning Team Project
50%
10%
40%