Intro to Public Relations Course Syllabus

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The University of Southern Mississippi
School of Arts and Literature
Department of Communication

Intro to Public Relations

COM 777, Fall 2011

Course Syllabus

Instructor
 Hengtao Tang
 McLemore Hall, Lab156
 Tel: 601-818-9311
 Email: [email protected]

Class Time
Thursday: 6:30 pm- 9:15 pm

Course Prerequisite(s)
Basic knowledge on Public Relations

Credit Hours
This course requires 3 credit hours.

Course Format
Demonstration followed by practice of designing, implementing and evaluating public relations
activities.

Catalog Description of Course
Examine Public Relations industry and qualities a PR agent should have. Design, implement and
evaluate a thorough Public Relations activity.

Course Overview
This course provides the students with an overview of Public Relations (PR) and PR industry.
The emphasis is on understanding what qualities and habits a qualified PR agent should have. It
is better that you could have a chance of accessing to a PR agency after the course with qualities
mastered in the practical assignment.

Course Goals
Upon completion of this course, students will be able to:

1. know the definition and classification of Public Relations,
2. understand the function and procedure of Public Relations,
3. describe in simple terms when dealing with Public Relations ,
4. acquire basic knowledge on the Public Relations Industry,
5. obtain the basic quality and habit a qualified PR agent should have,

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6. experience how to design, implement and evaluate a through Public Relations activity,
7. set up goals for your future career if you decide to take part in this field.

Major Topics
1. Overview
a. Definition of Public Relations
b. History of Public Relations industry
c. Function of Public Relations

2. Public Relations Industry
a. Classification of Public Relations
b. Intro to Public Relations Agency
c. How a Public Relations agency operates

3. Public Relations Agent
a. Intro to Public Relations agent’s life
b. Intro to basic qualities agent should have
c. Intro to professional qualities agent should have
d. How to become an excellent agent?

4. Public Relations Procedure
a. Survey and research
b. Setting goals and targeted group
c. Implementation of PR activities
d. Evaluation of PR activities

5. Public Relations Classification
a. Inner Public Relations
b. Public Relations in Crisis
c. Marketing Public Relations
d. Political Public Relations
e. International Public Relations

6. Public Relations in Crisis
a. Definition of PR in Crisis
b. 5S Principles for PR in Crisis
c. Design an activity of PR in Crisis

7. Public Relations Integrated Marketing
a. Intro to Media
b. Examples of integrated marketing
c. Principles of integrated marketing

Required Textbook
Fraser P Seitel (2011). Practice of Public Relations, 11th ed. Prentice Hall, ISBN-10:
0136088902 or ISBN-13: 978-0136088905

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Optional/Supplementary Textbooks
a. Ries. A & Ries. L (2002), The Fall of Advertising and the Rise of PR, 1st ed. Harper

Business, ISBN-10: 0060081988 or ISBN-13: 978-0060081980.
b. David Ogilvy (1989), Confessions of an Advertising Man, 2nd ed. Scribner; ISBN-10:

0689708009 or ISBN-13: 978-0689708008.

Course Requirements

Requirement(s) Points Points/Grading Specifics

Discussion and 50 points 10% Discussion of course readings online and
20% participation in class.
Participation Analyze specific cases with theory and
20% method you learn in the course and give
Analysis on Specific 100 points your reflection and suggestion.
20% Perform a thorough public relations activity
Cases *2 20% with your group members, including
10% designing, implementing and evaluating.
Group Project 100 points 100% Write two advertorials to help strengthen
consumer loyalty for the brand you choose
Advertorial *2 100 points Complete a research paper on a relevant
topic pertaining to the course
Paper 100 points Online practice test

Test 50 Points
Total 500

points

Weighted semester average will be rounded to one decimal place, and be used to determine
course grade based on the following scale:

A = 93% - 100% A- = 90% - 92.9% B+ = 87% - 89.9%
B = 83% - 86.9% B- = 80% - 82.9% C+ = 77% - 79.9%
C = 73% - 76.9% C- = 70% - 72.9% D+ = 65% - 69.9%
D = 60% - 64.9% F = 0% - 59.9%

Conceptual Framework Addressed in Course: The Professional Education Unit’s Conceptual
Framework is consistent with the University’s historical roots as a normal college, its mission,
and its future. The University, since our founding in 1910, has been committed to the
outstanding preparation of teachers, counselors, administrators, and other school personnel. In
accordance with this history and the present vision and mission of the University, the mission of
the Unit is fivefold: a) educate the whole student; b) prepare high quality teachers and leaders for
Mississippi classrooms; c) conduct innovative, relevant research; d) promote a healthier region;
and e) enhance cultural understanding.

The Unit has embedded knowledge, skills, and dispositions throughout its teacher education
program to prepare students to become creative, bold, and determined educational leaders who
possess the power of knowledge to inform, to inspire, to transform lives, and to empower a
community of learners.

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Instructor/Department Make-up Policy
If you miss class, it is your responsibility to find out what you missed in that class session and
catch up on the readings, assignments and laboratory work. Furthermore, you are still required to
turn in your assignments on the date indicated. If you anticipate missing an exam or if an
emergency arises which causes you to miss an exam, please discuss the matter with me.
Approval for making up a missed test or submitting late work is not automatic.
If your assignments were submitted late, you will get 2 points off for each day late.

Instructor Attendance Policy
Since this is a hybrid class, most readings will be done online and all hands-on parts will be done
in class. Therefore, it is very important that you attend every scheduled class meeting. Students
will lose 10 points for each absent from their total of the course evaluation (whether excused or
unexcused). Students who are late or leave class early more than twice will result in a deduction
of one absence. I will take attendance at the beginning of the course. So, if you are late, it is
your responsibility to make sure that I check you down as being present.

Disability Statement
“If a student has a disability that qualifies under the American with Disabilities Act (ADA) and
requires accommodations, he/she should contact the Office for Disability Accommodations
(ODA) for information on appropriate policies and procedures. Disabilities covered by ADA
may include learning, psychiatric, physical impairments, or chronic health disorders. Students
should contact ODA if they are not certain whether a medical condition/disability qualifies. Box
8568; Telephone (601) 266-5024; TTY (601) 266-6837; Fax (601) 266-6035.”

Plagiarism/Integrity Statement
Integrity is of the highest importance in the academic community and at The University of
Southern Mississippi. Students are expected to conduct themselves with complete honesty and
integrity. Nothing less is acceptable. Please refer to the “Code of Student Conduct” in the
Student Handbook for greater detail.

Offenses involving academic dishonesty include, but are not limited to, the following:
-cheating on quizzes or examinations
-computer dishonesty
-plagiarism
-grade falsification
-collusion

In the event of student dishonesty, the instructor may award failing grades either on the pertinent
assignment or for the course; and, at his/her discretion, report the student to the office of the
Dean of Students for possible judicial proceedings under the University’s Code of Student
Conduct. Faculty members are expected to enforce rigorously the University’s Academic
Honesty Policy.

For further information on Academic Honesty, please refer to the current Bulletin or to the
Student Handbook. Additionally, the University library provides a Web site that reviews the

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topic of plagiarism at http://www.lib.usm.edu/research/plag/plagiarismtutorial.php. Students are
encouraged to review the information on this site.

Students are expected to adhere to the highest standards of academic honesty as outlined in the
Student Handbook. Academic dishonesty will result in the grade of a “0” on the assignment or
for the entire course, and/or the student may be reported to the Vice President for Academic
Affairs for further action.

USM Non-discrimination Policy Statement
The University of Southern Mississippi offers to all persons equal access to educational,
programmatic and employment opportunities without regard to age, sex, religion, color, national
origin, Vietnam era veteran status or disability status. These provisions are pursuant to applicable
federal and state regulations." Inquiries concerning discrimination should be directed to the
following:

Office of Affirmative Action/Equal Employment Opportunity
221 Weathersby Hall
The University of Southern Mississippi
Hattiesburg, Mississippi 39406-5168
601-266-6618
TTY: 601-266-6872

This non-discrimination policy protects students whenever they are involved in activities related
to USM, both on and off campus.

Cell Phones, Beepers, and other Distracting Devices
Students are requested to turn off their digital communication devices during class. If a student
is “on call” and must keep the device turned on, please inform the instructor and utilize the
vibrate option so as not to disrupt the class. Continual class interruptions (cell phones, beepers,
etc.) will be reflected upon the student’s Homework grade.

Intro to Public Relations Hengtao Tang