Syllabus - Course Outline

ComSt 400P APR “Public Relations Theory and Practice”

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 Theory
  • Communication 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

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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


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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]