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Syllabus
 

COMM 3823
Principles of Public Relations
Fall 2004 Syllabus (MWF)

Prairie View A&M University
College of Arts and Sciences
Department of Languages and Communications

(PDF version of syllabus)


Instructor: Dr. Corinne Weisgerber
Email: cweisgerber@houston.rr.com
Office: 218 Hilliard Hall
Office Phone: 936-857-2229 (email recommended)
Office Hours: MWF: 12:00–1:00, 3:00–5:00, & by appointment


Required Text & Course Material:

- Seitel, P. F. (2003). The practice of public relations. Englewood Cliffs, N.J.: Prentice-Hall.

Introduction
Welcome to Principles of Public Relations! This course will help you produce an understanding of the public relations profession and of the key issues related to the practice of public relations. In this course we will focus on the basic principles, practices, and theories of public relations.
My objectives for this course are:

• To establish a basic understanding of the role of public relations in the business and social environment, and of its impact on government and business decisions
• To help you gain a better understanding of an organization’s various publics
• To assist you in gaining an understanding of the various public relations activities
• To provide you with an opportunity to put into practice the concepts learned in this class by having you research and develop a public relations campaign

Course Policies

Attendance
Prairie View A&M University requires regular class attendance. Excessive absenteeism, whether EXCUSED OR UNEXCUSED, will result in your course grade being lowered or in assignment of a grade of “F”. Absences are accumulated beginning with the first day of class.

There is no such thing as an "excused absence" except in the cases of illness (as confirmed with a doctor's note), documented death in the family, or pre-authorized university activity. Extended illnesses will be dealt with on an individual basis but the instructor MUST BE notified as soon as possible of such situations. Please be aware that absences on an exam day CANNOT be made up.

Attendance will be taken at the beginning of each class. If you are not present when attendance is taken, or if you are late, you will be marked as absent. You are required to be present at the beginning of class and stay until the end. It is your responsibility to make sure that you sign the attendance sheet each class period before leaving class. There are no bonus points given for attending class attendance is expected--you can however lose points for not attending. After three absences, your final grade will be affected in the following way:

• 4-5 absences (excused or unexcused) – drop one (1) letter grade (i.e. from an A to a B)
• 6-8 absences (excused or unexcused) – drop two (2) letter grades (i.e. from an A to a C)
• 9-10 absences (excused or unexcused) – drop three (3) letter grades (i.e. from an A to a D)
• 11 or more absences (excused or unexcused) – drop four (4) letter grades (i.e. from an A to an F)


Academic Dishonesty/Cheating/Plagiarism
Prairie View A&M University is dedicated to a high standard of academic integrity among its faculty and students. In becoming part of the Prairie View A&M University academic community, you are responsible for honesty and independent effort. Disciplinary action will be taken against any student who alone or with others engages in any act of academic fraud or deceit.


Some examples of academic dishonesty/cheating/plagiarism include, but are not limited to: using another person’s ideas without giving proper credit; making up supporting material by either inventing a source or pretending to have consulted one without actually having done so; making up research results without having conducted the research, etc. Representing someone else’s ideas as your own constitutes plagiarism. You therefore need to give credit to any source of information used as part of an assignment by either orally quoting your source, and/or identifying your source in the body of your paper. Ignorance of plagiarism is no excuse, so be sure to ask me if you suspect you may be bordering on plagiarism for any assignment in this course.


Academic dishonesty will not be tolerated and will automatically result in failure of this course (no second chances given!). It only takes one act of academic dishonesty to fail the entire course.


Courtesy
Since everyone in this section will be encouraged to actively participate in class discussions, it is essential that full courtesy is awarded to your classmates. Intentional class disturbances–which may distract another classmate or a class lecture or discussion—that blatantly disrupt course study or a speaker’s concentration (for example: distracting discourse, keeping your cell phone on during class, accepting a cell phone call during class, text messaging or listening to personal audio) will result in a penalty of absence from the class being recorded for those involved in the distracting behavior. As a courtesy to your teacher and to your class mates, please make sure at the beginning of each class period that your cell phones are turned off.


Assignments
All assignments must be typed or word-processed and turned in on time. Late or handwritten work will not be accepted.


24-7 Rule and Grade Records

When graded materials are returned, you must wait 24 hours before discussing your grade with me. This is to allow you to think calmly about the grade and your performance and to formulate a rational basis for discussion. You will also only have seven days in which the grade is open for discussion. After these seven days have passed, you can no longer discuss the grade.


You are responsible for keeping all graded work until the end of the semester in case there is any question about grades or whether or not an assignment has been turned in. If you question a grade, or whether your grade has been recorded, you need to be able to provide me with the original, graded assignment.


If you are not doing as well in the course as you had anticipated, please come talk to me so that we can discuss how you might improve your performance on the remaining assignments. Just telling me that you need to make a certain grade doesn’t help—you must do the work to attain the grade. When final grades are submitted at the end of the semester they are indeed final and not up for negotiation. Only errors in grade calculation or record keeping can result in a grade change once grades are submitted.


Student Academic Appeals Process:

Authority and responsibility for assigning grades to students rests with the faculty. However, in those instances where students believe that miscommunication, errors, or unfairness of any kind may have adversely affected the instructor’s assessment of their academic performance, the student has a right to appeal by the procedure listed in the Undergraduate Catalog (pp. 49-51) and by doing so within thirty days of receiving the grade or experiencing any other problematic academic event that prompted the complaint.


American Disabilities Act (ADA)

Students with disabilities who believe they may need an adjustment in this class are encouraged to contact the Office of Disabilities services at (903) 857-2693/2694 as soon as possible. Once you receive a letter of adjustment from the office, please make an appointment with me to discuss appropriate adjustments for this class.


Grades

Research Report 15%   90-100=A  
Press Kit 20%   80-89=B  
Progress Report 5%   70-79=C  
PR Campaign 30%   60-69=D  
Final Campaign Presentation 5%   Below 60=F  
Midterm Exam 10%      
Final Exam 15%      



Class Schedule

Week 1

Readings due by 8/25: Chapter 1 & by 8/27: Chapter 2
Mon. 8/23 Introduction to the course  
Wed. 8/25 What is PR 
Fri. 8/27 History of PR

Week 2

Readings due by 8/30: Chapter 3 & by 9/01: Chapter 20
Mon. 8/30 PR & Communication
Wed. 9/01 Integrated Marketing Communications
Fri. 9/03

Integrated Marketing Communications

Week 3

Readings due by 9/08: Chapter 17 & 18
Mon. 9/06  NO CLASS – Labor Day

Wed. 9/08

 PR Activities
Fri. 9/10  PR Activities

Week 4

Readings due by 9/13: Chapter 17 & 18
Mon. 9/13  PR Writing
Wed. 9/15  PR Writing
Fri. 9/17  PR Writing

Week 5

Readings due by 9/20: Chapter 8
Mon. 9/20  PR Writing & Research
Wed. 9/22  Conducting PR Research
Fri. 9/24

 Conducting PR Research
Group Work on the Questionnaire/Interview Schedule

Week 6

Readings due by 9/27: Chapter 5
Mon. 9/27  Understanding Public Opinion
* Press Kit Due
Wed. 9/29  Attitudes & Public Opinion
Fri. 10/01  PR Planning

Week 7

Readings due by 10/18: Chapter 20 & by 10/22: Chapter 21

Mon. 10/04  The PR Campaign & IMC
Wed. 10/06  The PR Campaign & IMC
Fri. 10/08  Crisis Management

Week 8

Readings due by 10/11: Chapter 5
Mon. 10/11 Understanding Public Opinion
* Extra-Credit News Release Due (optional)
Wed. 10/13  Exam Review
Fri. 10/15  MIDTERM EXAM

Week 9

Mon. 10/18   Progress Reports 
Wed. 10/20   Progress Reports 
Fri. 10/22   Progress Reports 

Week 10

Readings due by 10/27: Chapter 9
Mon. 10/25  Discussion of Research Problems
* Research Report Due
Wed. 10/27  PR Publics
Fri. 10/29  PR Publics -- Print Media

Week 11

Readings due by 11/01: Chapter 10, by 11/03: Chapter 11 & by 11/05: Chapter 12

Mon. 11/01  PR Publics -- Electronic Media
Wed. 11/03  PR Publics -- Employees
Fri. 11/05  PR Publics -- Community

Week 12

Readings due by 11/08: Chapter 14 & 15

Mon. 11/08  PR Publics -- Consumers & investors
Wed. 11/10  NO CLASS – National Communication Association Conference
Fri. 11/12  NO CLASS – National Communication Association Conference
Week 13
Mon. 11/15 Group Work Day -- all group members must be present
Wed. 11/17  PR Campaign due
Fri. 11/19

 Campaign Presentations

Week 14
Mon. 11/22  Campaign Presentations
Wed. 11/24  Campaign Presentations
Fri. 11/26  NO CLASS – Thanksgiving Holiday
Week 15
Mon. 11/29  Course Conclusion & Evaluation 
Wed. 12/01  NO CLASS – Study Day

 


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