1 ST. THOMAS UNIVERSITY PUR 3000 - BUS 35 PUBLIC RELATIONS SPRING 2018 Paul-Michael Klein 125 O’Mailia Hall [email protected] 305 628 6535 FAX 305 628 6504 M/F 12:15 – 1:30 PM OMH 3 CATALOG DESCRIPTION: Historical development of public relations, showing the principles, methods and means of influence and public opinion. INSTRUCTIONAL TECHNIQUES: Class lecture and discussion; textbook, handouts, Internet investigations, publishers interactive website supplement for additional reading and references, self-testing, video presentations, individual and group projects both written and oral. LIBRARY USE AND INFORMATION LITERACY ASSIGNMENT Individual and group projects TEXT: Broom & Ahs, Cutlip, & Center’s Effective Public Relations 10th Edition. Prentice Hall. 2010 or newer HANDOUTS: Will be provided. PREREQUISITES: BUS 120, BUS 332, junior standing or permission of the instructor. EXPECTATIONS AND GRADING A. ATTENDANCE & DRESS CODE: It is required to attend all classes. Tardiness beyond role call is an absence. Make-up work must be student initiated. Five points will be deducted from the final average for each absence beyond 1. For field trip/ guest speaker, proper business attire is required; anyone whose attire is deemed inappropriate will be dismissed and an absence recorded. B. PARTICIPATION: Participation must demonstrate an understanding of the material and every student is required to come to class prepared to participate. C. CELL PHONES AND PAGERS: Except in cases of emergency with prior consent of the instructor, answering calls, checking messages or talking on cell phones while class is in progress is prohibited. Audible ringers on cell, phones/pagers must be disabled. Each incident of disruption will be recorded as an absence and subject to grade penalty as aforementioned. D. WRITING REQUIREMENTS: Work must reflect the writing level expected of a university student. It should be well organized, written in a clear and concise style, with proper citation; work must be typed or word-processed. E. Technology Requirements: WP, spreadsheet, Internet investigation. F. GRADING: Exam 1 25% Exam 2 25% INDIVIDUAL PROJECT 25% GROUP PROJECT 25% GRADES AND GRADE POINTS: The grade points are used: A=4.00; A-=3.67; B+=3.33; B=3.00; B-=2.67; C+=2.33; C=2.00; C-=1.67; D+=1.33; D=1.00; F=0.00. The following terms are used: A=Superior; B=With Merit; C=Satisfactory; D=Passing; and F=Failure. Other grade indicators are: AD=Administrative Drop (permanent grade for non-payment, no credit or grade points, used in the calculation of GPA); AU=Audit (no credit or grade points); AW=Administrative Withdrawal (permanent grade, no credit or grade points, not 2 used in calculation of GPA); CP=Course in Progress (temporary grade for internship courses); I=Incomplete; NG=No Grade Submitted (temporary grade); NP=No Pass (unsatisfactory, for pass/no pass courses); P=(credit earned, for pass/no pass courses); UW=Unofficial Withdrawal (no credit or grade points, not used in calculation of GPA, can only be given if the student never attended the course); W=Official Withdrawal (no credit or grade points). ACADEMIC DISHONESTY: Academic dishonesty is considered to be the representation of another’s work as one’s own, either directly or through complicity in falsification; cheating; plagiarism; facilitating academic dishonesty; or infringing on academic rights of others. Instructors show responsibility toward the prevention of academic dishonesty by explaining to students what constitutes academic dishonesty within the particular requirements of a course. Academic dishonesty can also occur when the action does not impact grade related work of the student. Refer to the Academic Code of Conduct in the Student Handbook for specific examples of academic dishonesty and procedures for resolving the charge of academic dishonesty G. Students’ Roles & Responsibilities in a Campus Emergency General Emergency Management Responsibilities Students are responsible for familiarizing themselves with emergency plans, procedures and evacuation routes in the buildings they use frequently. Emergency plans and procedures are accessible through the Emergency Management portal of the ST. THOMAS UNIVERSITY website at http://www.stu.edu/emergency. Students are responsible for maintaining their contact information for STUALERTS! to maximize the University's capability to notify them of a life threatening emergency and issue appropriate protective actions. Information regarding STUALERT! is accessible through the STUALERT! portal of the ST. THOMAS UNIVERSITY website at http://wens.stu.edu/ or students can register by texting their appropriate status (i.e., either STU Commuter OR STU Resident) to 69310. Emergency Response Role If students are involved in or witness a life-threatening emergency, they are required to immediately call 911 and the Office of Public Safety on campus. Students must be prepared to assess emergency situations quickly but thoroughly, and use common sense in implementing any protective actions. Students are required to implement protective actions in an orderly manner when directed by faculty, staff, emergency response personnel or an STU ALERTS! message. GENERAL INFORMATION The President may close the University in the event of severe weather when normal operations would pose a danger to students, faculty and staff. In the event these conditions develop while on campus, or would prevent large numbers of the STU Community from coming to campus or returning safely to their homes, students, faculty and staff will be asked to remain indoors for their safety during the duration of the storm. Once the University has announced its official closure, all classes, meetings and other scheduled events are cancelled until further notice. Students, faculty & staff will be asked to leave campus. In the event a weather emergency occurs prior to normal hours of operation making it necessary to close the University, Department Heads will notify department personnel. Individual students, faculty and staff are responsible for calling 877.STU.Plan (877.788.7526), checking local media outlets or the University’s website www.stu.edu for updates and reopening instructions. 3 INCLEMENT WEATHER AND UNIVERSITY EMERGENCY CLOSINGS: Students are advised to check regarding class cancellation and campus closings: STU Information Line 877 STU PLAN (877 788 7526); www.stu.edu; TV: WFOR 4, WTVJ 6, WSVN 7, WPLG 10, WLTV 23, Telemundo Radio Stations: WIOD- 610, WAQI-710, WQBA-1140, WLRN 91.3, 93.1WHDR, WPOW 96.5, WEDR 99.1, WKIS 99.9, WHYI 100.7, WMXJ 102.7, WHQT 105.1, WXDJ 95.7, WRTO 98.3, WRMA 106.7, WAMR 107.5 ACADEMIC ENHANCEMENT CENTER: Please visit the Academic Enhancement Center located in the Workforce Enhancement Building if you would like to learn more about the tutoring services. The phone number is 305 628 6566 or e-mail [email protected]. STUDENT OUTCOMES Upon successful completion students should be enabled to: 1. Improve written, verbal and presentation skills 2. Define public relations, its functions and its relationship with integrated marketing and communications 3. Trace its historical evolution 4. Identify those who practice and the environments in which its is practiced 5. Describe the organization, social and legals context in which the practice takes place 6. Discuss the role of communication in the formation of public opinion 7. Describe the four step process of public relations problem solving 8. Detail and differentiate problems and challenges of the practice of public relations in a variety of environments including: businesses, associations, professional societies, voluntary agencies, politics and government, education, and health care. 9. Know the essential components of a press release, a video release and press kit 10. Be familiar with the logistics of a press conference DATE LECTURE OBJECTIVE. ASSIGNMENTS & COMMENTS MON JAN 8 INTRODUCTION: Course Requirements & Overview, Student Profiles; Chapter 1, 11, 12 FRI JAN 12 Finalize Class schedule, discuss film assignments, choose films MON JAN 15 No class – Dr. King FRI JAN 19 Individual project guidelines MON JAN 22 Public Relations Practitioners; Organizational Settings; Public Relations and the Market Plan, Operational Definitions. Publicity, Advertising, Press Agentry, Public Affairs, Issues Management, Development, Crisis Management, Special Events and Promotions, Community Affairs FRI JAN 26 Thank you for Smoking MON JAN 29 The Historic Perspective FRI FEB 2 Take Home Assignment DUE MON FEB 5 MON FEB 5 Personal Factors, Culture, the Family, Religion, Education, Economics, FRI FEB 9 No class Spring Break MON FEB 12 Ethics and Professionalism: Toward a Profession, Standards, Professional Organizations, Education and Research; Ch. 5,6,7 FRI FEB 16 Group Project – Guidelines, Teams MON FEB 19 Legal Context: First Amendment, Lobbying, Disclosure, Access, Libel, Slander Privacy, Trademarks and Copyright; Theoretical Underpinnings: Adjustment and Adaptation; Communication and Public Opinion; Ch. 2, 6 4 FRI FEB 23 Wag the Dog MON FEB 26 Exam 1 FRI MAR 2 Project Rehearsals MON MAR 12 Media and Media Relations, Traditional and Social Media FRI MAR 16 Individual Projects MON MAR 19 External Publics, Community and Community Opinion, Power Structure, Opinion Leaders, Network, Prime movers, Independents, Dissidents, Women, Youth & Ethnic Publics Ch. 10 FRI MAR 23 Student Progress Meetings and Midterm progress grades MON MAR 20 The Press Conference, The Press Kit Media & Copy. Chapter 10 FRI MAR 23 Group Project Formation and Planning Meeting MON MAR 27 Public Relations Practice: Business and Industry, Government and Politics, Health Care, Arts, Churches; Chapters 15, 16, 17, 19 FRI MAR 30 No class Easter Breaker MON APR 2 Public Relations Practice Non-Profit Organizations, Schools and Education Voluntary Agencies Ch., 18, 29 FRI APR 6 Film – The Player MON APR 9 Public Relations Practice Labor Unions Trade Associations, Professional Societies, Internal Relations and Employee communication Ch. 9, 21 FRI APR 13 Guest Speaker MON APR 16 Public Relations: The Arts, Churches, Government FRI APR 20 Group Projects MON APR 23 Group Projects FRI APR 27 Review For Final .