Syllabus - Course OutlineComSt 400P APR “Public Relations Theory and Practice”
- Enroll - Full Credit Degree Seeking
- Enroll - Credit Audit -No Grade
- Enroll - Non-Credit - No Transcript
- FS 2007 - SPECIAL STUDIES/COMM ST
- 3.0 Credits
- Reference Number: 47712 LEC VCP
- Enroll Online
- Class Meets:
- Tuesdays 6:30P - 9:30P - RH 00211 and Online (First Meeting 8/21/07)
- Web Components [Blackboard]
- Web Conferences and Presentations
- henrymp@umkc.edu
- http://h.web.umkc.edu/henrymp/
- 816-678-3698
- Academic Calendar
- Macromedia Flash Player Required
- Click HERE to join the Live Web Conference
Updated 06/20/2007
Description
This 12 week blended online class was designed for professionals in public relations and individuals working toward Accreditation in Public Relations (APR). APR is a mark of distinction for public relations professionals who demonstrate their commitment to the profession and to its ethical practice and who are selected based on broad knowledge, strategic perspective and sound professional judgment.
The class was designed in cooperation with the Public Relation Society of America and the Universal Accreditation Board. The curriculum is based on the “Knowledge, Skills & Abilities” (KSAs) that were identified through the Universal Accreditation Board’s landmark 2000 Practice Analysis1, which identified more than 60 specific subsets of these KSAs that are critical to successful public relations practice.
There will be one face to face session at the beginning of the semester. All other work may be done at a distance using the BlackBoard online course environment.
METHOD OF INSTRUCTION: This ten-module blended online course will provide active learning experiences, through online activities. A face to face orientation session is held at the beginning of the semester, and weekly web conferences are scheduled throughout the semester. Final projects are presented in a web conference. Successful completion of the course will require discussion, reading, professional presentations and individual projects. Case studies are used to illustrate the development of a communication plan, and professional responses to various situations are discussed. This comprehensive course provides opportunities to explore advanced topics in Public Relations, as well as a foundation to take the Accreditation in Public Relations (APR) Examination.
Collaboration and teamwork will be stressed in each module to simulate current business practices for the creation of Public Relations documents and projects typically created by a Public Relations professional.
The technologies employed in this online course include multimedia module introductions, asynchronous activities, case study analysis, projects, directed discussions, self-correcting quizzes and simulations. The course will begin with an online Web Conference orientation, to ensure participation and understanding of the online learning environment.
TEXTS: Effective Public Relations (9th Edition) - Scott M. Cutlip, Allen H. Center, and Glen M. Broom (Paperback - 2006)
Recommended texts are included in each module. Articles and other reading materials will be made available online.
Expectations
Readings: Participants are expected to read all assigned materials thoughtfully and keep a reading journal, summarizing articles read with a short paragraph. Read with the objective of understanding the key ideas, rather than trying to memorize the information. Participants will be encouraged to follow coverage of current Public Relations issues and technologies in the press and professional journals during the semester. Each module has one required reading assignment. You will read and post your notes from one article in each module. You will also need to post one reaction to an article posted by another participant in this class.
Assignment due dates: One of the advantages of a blended online class is the flexibility it offers in when and where participants choose to do the work. Another advantage is the opportunity to interact with other students online. To support both objectives, assignments have target due dates. You are free to submit assignments early, but you should keep up with the targets to avoid having a great deal to do at the end of the semester.
Directed discussions: Topics for discussion are posted by the instructor. Post appropriate and on-topic comments in the directed discussions. A general discussion area is provided for comments or other topics not included in the directed discussions. Your own comments in response to the initial topic or to subsequence postings are part of the participation requirement for the class. Cite references and source material, unless the discussion is an "Opinion Discussion."
Academic integrity: It is presumed that all work submitted is the original work of the participant whose name appears on it and was prepared originally for this course. Plagiarism and other acts of academic dishonesty are subject to academic penalties ranging from no credit for the assignment to a failing grade for the course.
Course Outline
Module 1 - Module 2 - Module 3 -Module 4 - Module 5 - Module 6 - Module 7 - Module 8 - Module 9 - Module 10
Module 1 – Course Introduction: History and Profession
Get Acquainted
About the APR Examination
History
Definitions of Public Relations
Benefits of Public Relations
Environment for Public Relations
Social Responsibility
Distinctions among fields
Reading Assignment
Skill Development
Study Methods
Interpersonal skills, Leadership skills, Flexibility, Initiative
Management skills, Multi-tasking, Organizational skills, Problem-solving skills
Online Activities and Assessments
1.1 Reading Activity
1.2 Get Acquainted Introductions to Other Participants
1.3 Reading Discussion
1.4 Your Working Definition of the PR Profession
1.5 MBA Class Guest Presentation
Reading Suggestions for Competencies in this Module:
- Advertising and Public Relations Law by Roy Moore. Erlbaum, 1998
- Effective Public Relations by Cutlip, Center and Broom. Prentice-Hall, 1999
- Public Relations: Strategies and Tactics by Dennis Wilcox, et. Al. Longman, 2000
- The Handbook of Strategic Public Relations and Integrated Communications by Clarke Caywood (editor), McGraw-Hill, 1997
- The Practice of Public Relations by Fraser Seitel. Prentice-Hall, 2000
- This is PR: The Realities of Public Relations by Doug Newsom, et. Al. Wadsworth, 2004
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Module 2 – Publics and Public Opinion
Concept of Publics
Ways of Organizing Publics
Public Opinion
Reading Assignment
Skill Development
Cultural and gender differences
Looking beyond prejudices/mind-set
Sensitivity to cultural issues
Online Activities and Assessments
2.1 Reading Discussion –
2.2 Organizing Your Publics
2.3 Cultural Awareness Skill Self-Assessment
2.4 Shifting Attitudes Discussion
2.5 Quiz on Module Topics and Reading
Reading Suggestions for Competencies in this Module:
Advertising and Public Relations Law by Roy Moore. Erlbaum, 1998
Effective Public Relations by Cutlip, Center and Broom. Prentice-Hall, 1999
Public Relations: Strategies and Tactics by Dennis Wilcox, et. Al. Longman, 2000
The Handbook of Strategic Public Relations and Integrated Communications by Clarke Caywood (editor), McGraw-Hill, 1997
The Practice of Public Relations by Fraser Seitel. Prentice-Hall, 2000
This is PR: The Realities of Public Relations by Doug Newsom, et. Al. Wadsworth, 2004
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- Module 3 – Communication Models and Theories
Basic Communication TheoryCommunication models
Crisis communications management
Media relations
News sensibility
Uses delivery mechanisms
Reading Assignment
Skill Development
Understanding barriers to communication
Understanding the phases of a crisis
Understanding distribution systems
Understanding media
Online Activities and Assessments
3.1 Reading Discussion
3.2 Communication Barriers Activity
3.3 Communication Model Context Activity
3.4 Quiz on Module Topics and Reading
Reading Suggestions for Competencies in this Module:
Campaign Strategies and Message Design by Mary Anne Moffitt. Praeger, 1999
Strategic Planning for Public Relations by Ronald Smith (author). Erlbaum, 2002
Advertising and Public Relations Law by Roy Moore. Erlbaum, 1998
Effective Public Relations by Cutlip, Center and Broom. Prentice-Hall, 1999
Public Relations: Strategies and Tactics by Dennis Wilcox, et. Al. Longman, 2000
The Handbook of Strategic Public Relations and Integrated Communications by Clarke Caywood (editor), McGraw-Hill, 1997
The Practice of Public Relations by Fraser Seitel. Prentice-Hall, 2000
This is PR: The Realities of Public Relations by Doug Newsom, et. Al. Wadsworth, 2004
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Module 4 – Research Process
- Research (applied)
Research (basic)
Source Material on Research
Research in the Planning Process
Clarifying the Problem
Use of Research to Remove Roadblocks
Reading Assignment
Skill Development
Analytic skills
Strategic thinking
Online Activities and Assessments
4.1 Reading Discussion – Defining Research
4.2 Analytic Ability Self-Assessment
4.3 Quiz on Module Topics and Reading
Reading Suggestions for Competencies in this Module:
Advertising and Public Relations Law by Roy Moore. Erlbaum, 1998
Effective Public Relations by Cutlip, Center and Broom. Prentice-Hall, 1999
Public Relations: Strategies and Tactics by Dennis Wilcox, et. Al. Longman, 2000
The Handbook of Strategic Public Relations and Integrated Communications by Clarke Caywood (editor), McGraw-Hill, 1997
The Practice of Public Relations by Fraser Seitel. Prentice-Hall, 2000
This is PR: The Realities of Public Relations by Doug Newsom, et. Al. Wadsworth, 2004
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Module 5 – Research Methods
Content analysis
Surveys (sampling)
Surveys (types)
Surveys (construction)
Surveys – Reporting results
Focus group research
Audits
Evaluation of programs
Control analysis
Online Activities and Assessments
5.1 Reading Discussion - Mock Problem
5.2 Case problem: Hospital and AIDS Activists
5.3 Quiz on Module Topics and Reading
Reading Suggestions for Competencies in this Module:
Primer of Public Relations Research by Don Stacks. Guilford Press, 2002
Campaign Strategies and Message Design by Mary Anne Moffitt. Praeger, 1999
Strategic Planning for Public Relations by Ronald Smith (author). Erlbaum, 2002
Advertising and Public Relations Law by Roy Moore. Erlbaum, 1998
Effective Public Relations by Cutlip, Center and Broom. Prentice-Hall, 1999
Public Relations: Strategies and Tactics by Dennis Wilcox, et. Al. Longman, 2000
The Handbook of Strategic Public Relations and Integrated Communications by Clarke Caywood (editor), McGraw-Hill, 1997
The Practice of Public Relations by Fraser Seitel. Prentice-Hall, 2000
This is PR: The Realities of Public Relations by Doug Newsom, et. Al. Wadsworth, 2004
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Module 6 – Planning
Planning Terminology Goals Objectives Strategies
Tactics, tools, activities
Organizing the Function
Parts of Plan - Examples of Parts
Organization of Public Relations Plan
Evaluation of programs
Stakeholder management
Reading Assignment
Skill Development
Team-building
Time management
Creative conceptualization/creativity
Online Activities and Assessments
6.1 Reading Discussion
6.2 Case problem: Lee King Pipe Company
6.3 Modify your Profile - Your Organizational Structure
6.4 Quiz on Planning Terms, Process and Reading
Reading Suggestions for Competencies in this Module:
Advertising and Public Relations Law by Roy Moore. Erlbaum, 1998
Effective Public Relations by Cutlip, Center and Broom. Prentice-Hall, 1999
Public Relations: Strategies and Tactics by Dennis Wilcox, et. Al. Longman, 2000
The Handbook of Strategic Public Relations and Integrated Communications by Clarke Caywood (editor), McGraw-Hill, 1997
The Practice of Public Relations by Fraser Seitel. Prentice-Hall, 2000
This is PR: The Realities of Public Relations by Doug Newsom, et. Al. Wadsworth, 2004
[TOP]
Module 7 – Diffusion and Consensus Building
The Diffusion Process
Awareness
Interest
Evaluation
Trial
Adoption (or rejection)
Reinforcement
Innovators
Early adopters
“early majority.”
majority
“nonadopters” or “laggards.”
Consensus building
Reading Assignment
Skill Development
Consulting skills
Negotiating skills
Online Activities and Assessments
7.1 Reading Discussion - Mock Examination Question
7.2 Diffusion process value to Public Relations
7.3 Quiz on Diffusion Process and Communication Theory
Reading Suggestions for Competencies in this Module:
- Advertising and Public Relations Law by Roy Moore. Erlbaum, 1998
Effective Public Relations by Cutlip, Center and Broom. Prentice-Hall, 1999
Public Relations: Strategies and Tactics by Dennis Wilcox, et. Al. Longman, 2000
The Handbook of Strategic Public Relations and Integrated Communications by Clarke Caywood (editor), McGraw-Hill, 1997
The Practice of Public Relations by Fraser Seitel. Prentice-Hall, 2000
This is PR: The Realities of Public Relations by Doug Newsom, et. Al. Wadsworth, 2004
[TOP]
Module 8 – Law and Ethics
Legal Aspects
Ethical behavior
Integrity
Reading Assignment
Skill Development
Knowledge of legal issues
- Online Activities and Assessments
Reading Discussion
Case problem for Module 8: New Sanitary Landfill
Quiz on Module Topics and Reading
Reading Suggestions for Competencies in this Module:The Associated Press Stylebook and Libel Manual
Advertising and Public Relations Law by Roy Moore. Erlbaum, 1998
Effective Public Relations by Cutlip, Center and Broom. Prentice-Hall, 1999
Public Relations: Strategies and Tactics by Dennis Wilcox, et. Al. Longman, 2000
The Handbook of Strategic Public Relations and Integrated Communications by Clarke Caywood (editor), McGraw-Hill, 1997
The Practice of Public Relations by Fraser Seitel. Prentice-Hall, 2000
This is PR: The Realities of Public Relations by Doug Newsom, et. Al. Wadsworth, 2004
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Module 9 – Information Technology
Information management
Technology literacy
Knowledge of tools and tactics
Web Site Management
Web site usability
Rich media
Weblogs
E-mail Management
News media
“permission marketing”
Monitoring news groups
Attacks, crises or rumors arising on the Internet
Reading Assignment
Skill Development
Using information technology effectively
Technology literacy
Online Activities and Assessments
9-1 Reading Discussion - Mock Examination Question
Case problem for Module 9: Technology
Quiz on Module Topics and Reading
Reading Suggestions for Competencies in this Module:
Advertising and Public Relations Law by Roy Moore. Erlbaum, 1998
Effective Public Relations by Cutlip, Center and Broom. Prentice-Hall, 1999
Public Relations: Strategies and Tactics by Dennis Wilcox, et. Al. Longman, 2000
The Handbook of Strategic Public Relations and Integrated Communications by Clarke Caywood (editor), McGraw-Hill, 1997
The Practice of Public Relations by Fraser Seitel. Prentice-Hall, 2000
This is PR: The Realities of Public Relations by Doug Newsom, et. Al. Wadsworth, 2004
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Module 10 – Business Literacy
Business Literacy
Environmental scanning
Knowledge of current company issues
Understands all levels of management
Using company resources
Financial management
Personal Presentation
Reading Assignment
Skill Development
Industry knowledge
Understands marketplace trends
Financial Literacy
Online Activities and Assessments
Final Presentation - Case Problems – PowerPoint Presentation with audio.
Reading Discussion
Quiz on Module Topics and Reading
Reading Suggestions for Competencies in this Module:
The Associated Press Stylebook and Libel Manual
Advertising and Public Relations Law by Roy Moore. Erlbaum, 1998
Effective Public Relations by Cutlip, Center and Broom. Prentice-Hall, 1999
Public Relations: Strategies and Tactics by Dennis Wilcox, et. Al. Longman, 2000
The Handbook of Strategic Public Relations and Integrated Communications by Clarke Caywood (editor), McGraw-Hill, 1997
The Practice of Public Relations by Fraser Seitel. Prentice-Hall, 2000
This is PR: The Realities of Public Relations by Doug Newsom, et. Al. Wadsworth, 2004
[TOP]