NATIONAL OPEN UNIVERSITY OF NIGERIA SCHOOL OF ARTS AND SOCIAL SCIENCES COURSE CODE: MAC134 COURSE TITLE: PRINCIPLES & PRACTICE OF PUBLIC RELATIONS 1 COURSE GUIDE MAC134 PRINCIPLES &PRACTICE OF PUBLIC RELATIONS Course Team: Mr. Charles Onwunali (Course Developer and Writer) – University of Lagos, Akoka. Dr. Josef Bel-Molokwu (Content Editor). Chidinma H.Onwubere, Ph.D (Course Coordinator)-NOUN. Christine .I. Ofulue, Ph.D (Programme Leader)-NOUN. NATIONAL OPEN UNIVERSITY OF NIGERIA 2 National Open University of Nigeria Headquarters 14/16 Ahmadu Bello Way Victoria Island Lagos Abuja Annex 245 Samuel Adesujo Ademulegun Street Central Business District Opposite Arewa Suites Abuja e-mail: [email protected] URL: www.nou.edu.ng National Open University of Nigeria 2006 First Printed 2006 ISBN: All Rights Reserved Printed by …………….. For National Open University of Nigeria 3 TABLE OF CONTENTS Page Introduction………………………………………………………. ………… Course Aims………………………………………………………………… Course Objectives………………………………………………………….. Working through the Course………………………………………………. Course Materials…………………………………………………………… Study Units………………………………………………………………… Assessments………………………………………………………………... Tutor Marked Assignments (TMA)………………………………………… Final Examination & Grading……………………………………………… Course Marking Scheme…………………………………………………… Course Overview/Presentation Schedule…………………………………… How to get the most from this course………………………………………. Tutors & Tutorials………………………………………………………….. Summary……………………………………………………………………. 4 INTRODUCTION The code of this course is MAC 134 while the title is PRINCIPLES AND PRACTICE OF PUBLIC RELATIONS. This is a course that ushers you into the fledging and glamorous sequence of mass communication public relations. It gives you an understanding of the fundamentals of public relations, and its role in the dynamic modern society. The course takes a global view of the subject and is designed to position the students on a platform that will prepare them for entry into the challenging discipline of mass communication in general and public relations in particular. The illustrations and examples draws from a rich blend of Nigerian and foreign public relations settings. Attempt has been made in the course to blend theory and practice at the fundamental levels. The course takes into account that most of the users are beginners and who are not likely to be professionals in the field since they are first year undergraduates who may be entirely new in the discipline of mass communication in general and public relations in particular. This course guide has been designed to give you the required information about the course. This includes the course structure, aims and objectives of the course, how you will be assessed and examined and time schedule for each of the assignment and other course related activities. What You will Learn in this Course This course is written for students who need to learn basic concepts in the field of public relations. It will enable you acquire the basic knowledge about the public relations field. The course will prepare you to participate effectively in any intellectual discourse as well as the basic practical knowledge on the functions and uses of public relations in the society. Through this course, students will gain the basic understanding of public relations as a persuasive communication tool that plays an important role in human society of business and governance. Course Aims The course aims at empowering every beginner in the field of public relations with the rudimentary knowledge of the vast nature of public relations, its publics, media and tools of public relations. In addition, it will expose the student to the process, complexities and functions of public relations as a subset of mass communication. 5 Course Objectives At the end of the course, you should be able to: 1. Be fully exposed to the fundamentals and basics of public relations as a subset of mass communication. 2. Have been exposed to he various functions and roles that public relations plays as a marketing communication tool and the public relations network in the complex area of marketing communication. 3. Be acquainted with the contents and basic of planning and organizing public relations programmes. Working through this Course To successfully complete this course, you are strongly advised to read the study units provided as a course material and recommended texts. The recommended texts will give you broader perspective and good understanding of the course. You are also required to do the self assessment exercises which you will find under every unit of this course. You will be required to submit written assignments listed under the Tutor-Marked Assignment (TMA) section of this course material. The TMA shall constitute your Continuous Assessment for the course. You will be told which of them to be submitted at a particular time. At the end of the course, you will be required to write a final examination. The course should take about 15 weeks in total to complete. Course Materials The major materials you will need for this course are: 1. Course Guide 2. Study Units broken down into fourteen (14) of three modules 3. Assignment file 4. Relevant textbooks including the recommended ones 5. You may be required to read newspapers, magazines and relevant journals as well as monitor news and public relations programmes on radio and television. 6 Study Units MAC 134 is a two-unit course, packaged in three modules of fourteen (14) units. The modules and units are listed below: Module 1 Meaning and Scope of Public Relations Unit 1 Definitions and components of Public Relations/PR as a function and philosophy of management. Unit 2 Public Relations Network Unit 3 Functions and careers in public relations Unit 4 The Publics of Public Relations Module 2 Evolution and Process of Public Relations Unit 1 Historical origins and pioneers of public relations Unit 2 History and development of public relations in Nigeria Unit 3 Media and tools of public relations Unit 4 Research in public relations Unit 5 Organisation of public relations functions/setting up a public relations department. Module 3 Public Relations in Practice Unit 1 Planning and executing a public relations programme Unit 2 Public Relations for nonprofit organisations Unit 3 Writing and Speaking in public relations Unit 4 Law and Ethics in public relations Unit 5 Public Relations and society 7 Textbooks/References Ajala, Victoria O. (1993). Public Relations in Search of Professional Excellence . Ibadan: Afrika-Link Books Black, Sam (1989). Introduction to Public Relations . London: The Modino Press Limited Cutlip, S.N, Center, A.H. and Broom, G.M (1994). Effective Public Relations . 7th ed. Englewood, Cliffs, N.J:. Prentice Hall Daramola, A.C (2003). Fundamentals of Professional Public Relations A Global Overview. Lagos: Certified Marketing Communication Institute of Nigeria (CMCIN). Lucas, Stephen E. (2001). The Art of Public Speaking . New York: McGraw-Hill. Nwosu, I.E and Idemili, S.O. (1992). Public Relations, Speech, Media Writings & Copy . Enugu: ACENA Publishers. Osuji, Chuks (1990). Principles of Public Relations Practice (The Nigerian Approach) . Owerri: Opinion Research and Communications Ltd. Seitel, Fraer P. (2001). The Practice of Public Relation., 8 th ed. Upper Saddle River, N.J: Prentice Hall. APPENDIX 1-6 The Assignment File Assessment file will be made available to you. In the file, you will find details of the work you must submit to your tutor for marking. There are two aspects of the assessment of this course: the tutor marked and the written examination. T he marks you obtain in these two areas will make up your final marks. The assignment must be submitted to your tutor for formal assessment in accordance with deadlines. The works you submit to your tutor as assignment will count for 30% of your total score. Tutor-Marked Assignment You will have to submit a specified number of the (TMAs). Every unit in this course has a tutor-marked assignment. You will be assessed on four of them but the best three performances from the (TMAs) will be used for your 30% grading. When you have completed each assignment, send it together with a Tutor Marked Assignment form, to your tutor. Make sure each assignment reaches your tutor on 8 or before the deadline for submissions. If for any reason, you cannot complete your work on time, contact your tutor for a discussion on the possibility of an extension. Extensions will not be granted after the due date unless under exceptional circumstances. Final Examination and Grading The final examination will be a test of two hours. All areas of the course will be examined. Find time to read the units all over before your examination. The final examination will attract 70% of the total course grade. The examination will consist of questions, which reflect the kinds of self assessment exercises and tutor-marked assignment you have previously encountered. And all aspects of the course will be assessed. You should use the time between completing the last unit, and taking the examination to revise the entire course. Course Marking Scheme The following tables sets out how the actual course marking is broken down. Assessment Marks Four assignments (the best four of all Four assignments, each marked out of the assignments submitted for 10%, but highest scoring three selected, marking) thus totaling 30% Final examination 70% of overall course score Total 100% of course score Course Overview and Presentation Schedule Unit Title Of work Weeks Assignment Activity