Program: Fashion Design Certificate Program

Program: Certificate in Public Relations Skills Assessment Coordinator: Dick Benoit Department: Educational Outreach Accredited/External Org: N/A

Program Description and Schedule:

This comprehensive Certificate program will prepare students for a career in Public Relations (PR). The program will provide instruction in essential skills of the Public Relations profession, including news, feature and promotional writing; public speaking and special event organization and planning; news media interview techniques, and crisis communication operations and planning. There are six required courses – Fundamentals of Public Relations, Writing for Public Relations, Ethics in Public Relations, Crisis Communications, Public Relations Research and Evaluation, and Putting It All Together: A Professional Portfolio. Fundamentals of Public Relations is conducted in ten two-hour sessions in the fall. Writing for Public Relations is conducted in ten two-hour sessions in the spring. Public Relations Research and Evaluation is conducted in four two-hour sessions in the fall. Crisis Communications is conducted in one six-hour and one four-hour session over consecutive Saturdays at various times of the year. Ethics in Public Relations is conducted in one six-hour Saturday session at various times of the year. To earn the certificate the student must complete the six required courses equaling 64 contact hours (6.4 CEU’s). In addition to the required courses, the student will choose two from a list of 10 electives including presentation and public speaking skills; relevant technology including photography, video and computer applications, and Public Relations specialty areas. The electives vary from 4 to 16 contact hours (.4 to 1.6 CEUs). Courses are scheduled during evenings and weekends.

Core Classes: Students are required to take a core program that consists of Fundamentals of Public Relations, Writing for Public Relations, Ethics in Public Relations, Crisis Communications, Public Relations Research and Evaluation, and Putting It All Together: A Professional Portfolio.

Electives: As described above, students are required to select and complete four elective classes to successfully complete the Certificate program. The elective classes rotate and the list is augmented as interest grows, wanes and new topic areas are identified. Examples of elective topics include: public speaking, photography, videography, presentation computer skills, i.e. PowerPoint, Web design computer skills, and specialty public relations areas such as healthcare, hospitality and non-profit organizations.

1 Student Learning Outcomes for the Certificate in Public Relations Skills program

a. By the end of the pr skills certificate program the student will be able to describe the role of pr in society.

b. By the end of the pr skills certificate program the student will be able to illustrate the role of pr within organizations.

c. By the end of the pr skills certificate program the student will be able to differentiate how to represent an organizations to different audiences.

d. By the end of the pr skills certificate program the student will be able to assess ethical considerations in the pr practice.

e. By the end of the pr skills certificate program the student will recognize the need for informal and formal research in pr.

f. By the end of the pr skills certificate program the student will demonstrate proficiency in planning and writing a pr survey.

g. By the end of the pr skills certificate program the student will demonstrate proficiency in writing news, feature and broadcast releases.

h. By the end of the pr skills certificate program the student will be able to create and write a comprehensive pr campaign plan.

i. By the end of the pr skills certificate program the student will be able to create and write a comprehensive crisis communication plan.

2 Certificate in Public Relations Skills: Curriculum Alignment of Student Learning Outcomes:

Public Fundamentals Writing Ethics Relations Electives: of for in Crisis Public Research (Student Public Public Public Communications Relations & Selects 4) Relations Relations Relations Portfolio Evaluation STUDENT LEARNING OUTCOMES A I E R R E R E E R E R E B I E R ER E C I E R I E E E E E D I E R E R E R R E E I E I E E R E E F I I E R E G I E R E R E E H I E E E R R E E I I E E E R E E

I-Introduced E-Enriched R-Reinforced

Electives are added and rotated based on industry trends and market demand.

3 Evidence/Artifacts used to assess Student Learning Outcomes

Methods/ Expected Instruments Measures from When and Where will the Methods / Direct and Methods or instruments and data be collected Indirect Instruments STUDENT LEARNING OUTCOMES In the required courses: 3 graded written assignments are given in the Fundamentals course; 6 graded written assignments in the Written assignments/tests/oral Percentage Writing course; 1 case study and graded quiz A presentations 70%/Pass No Pass in the Ethics course; 1 written research and writing assignment in the Research course and 1 research and written assignment in Crisis Communication course Percentage 70%/ A mid-term quiz and final exam will be Tests B Pass No Pass administered in the Fundamentals course Percentage A mid-term quiz and final exam will be Tests C 70%/Pass No Pass administered in the Fundamentals course A case study and pass/fail quiz will be Case Study and Quiz Pass/Fail D administered. A graded research and writing assignment is Written assignment Percentage 70% E given in the Research course. A graded research and writing assignment is Written assignment Percentage 70% F given in the research course. Seven graded writing assignments are given in Written assignment Percentage 70% G the writing course. In the Portfolio course a graded writing Capstone writing project and oral Percentage project (resume and products samples) and H presentation 70%/Pass No Pass oral presentation will be assigned.

Dissemination of Information over the 5-year period of this plan.

Who will Analyze the Data When, where, how will the results be disseminated to stakeholders

STUDENT LEARNING OUTCOMES

4 Instructors will submit grades at the end of PC will submit grades to the Professional Development Center (PDC) staff who will store the A each class to the Program Coordinator (PC) results and submit earned CEU’s to Registrar. Instructors will submit grades at the end of PC will submit grades to the Professional Development Center (PDC) staff who will store the B each class to the Program Coordinator (PC) results and submit earned CEU’s to Registrar. Instructors will submit grades at the end of PC will submit grades to the Professional Development Center (PDC) staff who will store the C each class to the Program Coordinator (PC) results and submit earned CEU’s to Registrar. Instructors will submit grades at the end of PC will submit grades to the Professional Development Center (PDC) staff who will store the D each class to the Program Coordinator (PC) results and submit earned CEU’s to Registrar. Instructors will submit grades at the end of PC will submit grades to the Professional Development Center (PDC) staff who will store the E each class to the Program Coordinator (PC) results and submit earned CEU’s to Registrar. Instructors will submit grades at the end of PC will submit grades to the Professional Development Center (PDC) staff who will store the F each class to the Program Coordinator (PC) results and submit earned CEU’s to Registrar. Instructors will submit grades at the end of PC will submit grades to the Professional Development Center (PDC) staff who will store the G each class to the Program Coordinator (PC) results and submit earned CEU’s to Registrar. Instructors will submit grades at the end of PC will submit grades to the Professional Development Center (PDC) staff who will store the H each class to the Program Coordinator (PC) results and submit earned CEU’s to Registrar. Instructors will submit grades at the end of PC will submit grades to the Professional Development Center (PDC) staff who will store the I each class to the Program Coordinator (PC) results and submit earned CEU’s to Registrar.