COM

COM 280 Public Relations Term AY06-07 June 2007

Section - 01 CRN - 40513

INSTRUCTOR: Dr. Frank Kelley

Office: Room 5015

McAlister Hall

Phone - 215-895-6747

email: via BbVista only

Hours: Thursday, 10:OO A.M. –10:45A.M. - or by appointment

Classroom: Korman 102-A

Day/Time: Tuesday, Thursday–11:00 a.m. – 12:20 p.m.

TEXT: Public Relatons – Strategies and Tactics

Author – Dennis L. Wilcox, and Glen T. Cameron

Publisher – Pearson/Allyn and Bacon - 8^th Edition, 2006.

ISBN: 0-205-44944-1

0-205-49168-5

Recommended text: The Associated Press Style Book

Editor: Norm Goldstein

ISBN: 0-465-00488-1

Also recommended: Strunk and White. The Elements of Style. (This book is a great help to any college student in writing papers.)

NOTE: Please become acquainted with BbVista. Detail information including this syllabus, notes, assignments, attendance record, and test results will be found here.

It is your responsibility to check BbVista for assignments, tests, discussions etc.

Objectives of Course: This course is designed to give the student a strong foundation and understanding ofPublic Relations. The text, Public Relations: Strategies & Tactics, combines numerous current real-life case studies with fundamental concepts of the field, helping students relate theory to the actual practice of public relations. Grounded in scholarship, the main text and features are all built on references to landmark studies and situations in today's headlines. In this age of corporate and political scandals, terrorism and national health issues, a new chapter, “Conflict Management: Dealing with Issues, Risks and Crises,” lays the groundwork for understanding and coping with various crises. Written in a disarming and accessible style, this edition also focuses technology in every application, and it leads readers to think about other creative ways to use new media. This edition continues to be the most definitive, comprehensive introductory text in the market, written by two leading public relations educators.

Tests and Assignments:

1. –Tests – There will be three tests. The dates of these tests and the chapters covered will be announced in class. Tests will be given on-line. Your grade will be given to you immediately on completing each test.

You must take the test on the assigned date. There will be no make-up tests as a general rule. Extreme situations that will prevent you from taking the test on the assigned day should be discussed with the instructor prior to the test date.

2. Final Project: The final project will depend on how the class progresses. We will discuss two PR projects. The first will consist of preparing a media kit and presenting this to the class. We will discuss in class the details of this project. The second will be to analyze a PR case study. This will be an ongoing project and we will start on this early in the term.

A papers excel in all categories, going above and beyond the required work.

B papers are those that fulfill all the requirements above to the full extent.

C papers fulfill most of the requirements and contain few grammar and spelling errors.

D papers have serious deficits in two or more categories

F papers demonstrate little proficiency in any of the categories and contains more than five grammar and spelling errors. Reports are due at the announced date. For every 24 hour period after that it is late, it loses 10%.

Plagiarism, also known as academic cheating or theft, includes submitting another person’s work as your own or not appropriately acknowledging (through correct reference citation) material you have borrowed/taken from other writers. Plagiarism also includes using without attribution material written or created by others that you have taken from the World Wide Web. Review guidelines in the Drexel Student Handbook on pages 40-42 or speak to your instructor.

Plagiarism is a serious ethical offense that will result in a failing grade for the paper and the course as well as a letter to the University Judicial Board.

Attendance policy. Attendance and being on time is a requirement for all classes. If you are absent or late six times you cannot receive a grade higher than a C. If you miss or are late for class eight times you will fail this course.

I understand there are some reasons why you might not attend class – some valid –some not. So, I will grant you an exemption for two classes. In other words no deductions will be made for two classes missed. However, these absences will count toward the total of all missed classes. The instructor may deduct up to ten (10) points from your final grade for unexcused absences, and tardiness beyond two.

In rare cases will I grant an exemption to this rule. However, should a serious situation arise and you need an excused absence you must discuss with the instructor prior to your absence. If this is not possible, you must discuss this with the instructor at the first class session after your absence. After discussing your absence with the professor please send an email for the record.

An excused absence is not taking a friend to the airport, your dog to the Veterinarian, or waiting for the cable guy to install your new TV.

You should know how many times you have been absent. However, if unsure, it is your responsibility to check Bb Vista. If there is a legitimate reason for your absence you must inform the instructor your reasons for any missed classes. This should be done either prior to a missed class or immediately after you return to class. When discussing attendance with the professor please send an email via Bb Vista. This will document your discussion.

Grades:

Computing Final Grades;

Tests 50%

Final paper/project 50%

Plus Extra Points

Grade summary:

A+ 98% +

A 93%

A- 89%

B+ 86%

B 83%

B- 79%

C+ 76%

C 73%

C- 69%

D+ 66%

D 60%

F <60%

N.B. The instructor reserves the right to give an additional 3-5 points for outstanding work, good attendance and class participation.

In addition to test grades and the quality of work submitted, participation in discussion will be taken into consideration for final grade.

If you have any concerns about your progress in class, please contact the instructor. If you do well in your tests and get involved with the discussions you should do well in your final paper. Your grade will reflect your effort.

The basic determinant for grades will be the students' ability to project an understanding of the public relations process and how PR supports other corporate functions. Students will have a clear indication of their progress during the semester from class assignments and counseling with the instructor. All grades will be posted on BbVista before posting on banner.

Class schedule:

Week 1: The Role of PR

Chapters: 1. What is Public Relations?

2. Evolutions of Public Relations.

Week 2:

Chapters: 3. Ethics and Professionalism.

4. Public Relations Departments and Firms.

Week 3: The PROCESS.

Chapters: 5. Research.

6. Program Planning.

Week 4:

Chapters: 7. Communication.

8. Evaluation.

Week 5: STRATEGY.

Chapters: 9. Public Opinion & Persuasion.

10. Crisis Communications & Risk Management.

Week 6:

Chapters: 11. The Audience & How to Reach It.

12. Public Relations and the Law.

13. New Technologies in Public Relations.

Week 7: TACTICS.

Chapters: 14. News Releases, Newsletters & Brochures.

15. Radio, Television & the Web.

16. Presentations & Speeches.

Week 8: APPLICATION.

Chapters: 17. Corporations.

18. Politics & Government.

19. International Public Relations.

Week 9:

Chapters: 20. Nonprofit Organizations.

21. Education.

22. Entertainment, Sports & Travel.

Week 10:

Review presentations

We will try to adhere to this schedule. However, the instructor reserves the right to change the syllabus to fit the needs of the class.