Purpose of the course: To provide students the opportunity to study and analyze the management processes involved in public relations.
Course objectives: At the conclusion of the course, students will be able to explain various management systems, their bases and their effect on the organization's internal and external communication; and to analyze and assess a real-life crisis situation in terms of public relations management.
Prerequisites: COMM 245 and 309; ENGL 307
Required reading/resources: Most assigned reading will be in books on reserve at the library. You will also be required to read the Wilmington News Journal daily and the Philadelphia Inquirer, the Wall Street Journal and other major newspapers, and view and listen to broadcast news, on a regular basis. We will discuss current events, particularly those that hold public relations consequences for the organizations or individuals involved, and you will be expected to participate.
Membership and participation in PRSSA is strongly recommended for students at this level in public relations study. The experiences and contacts made through activities sponsored by the organization will not only be useful in achieving the objectives of the course, but also will prove invaluable as an element in your public relations education.
Course Parameters: This class will be conducted as a group-based learning project in which the students will select readings, determine learning issues (what's most important in each segment) and share information with one another. All written assignments will also be presented orally, and all classes will be conducted informally, relying on interaction and participation by all students.
Grading Procedures: The final grade will be determined as follows: 10% class participation; 10% short case or exam; 50% three major written/oral reports; and 30% final case analysis (10% individual contribution, 20% written report).
Deadlines are firm, as they would be in a professional setting. Any problems that threaten to delay or interfere with the accomplishment of course work should be discussed with the instructor and resolved immediately. No excuses will be accepted for missing due dates. Papers must be typed (typewriter or computer), double-spaced. Papers will be evaluated on the basis of content, clarity of expression, extent of research, analysis of material, professional appearance and quality of writing. Of course, any form of plagiarism will result in severe penalties.
Additional instructions and special requirements for graduate students will be provided separately.
This syllabus is subject to change.
Deadlines: Short Case/Exam Sept. 17
Grunig Chapter Reports Oct. 8
Muckrakers Book Reports Oct. 29
Crisis Communication Reports Nov. 12
Benlate Case Report Dec. 10
Tentative Schedule
Sept. 3 Introduction - course requirements
Sept. 8,10 Review of process; select readings,
responsibilities; start management systems
Sept. 13,15,17 More management systems; guest speaker; short
case/exam 9/17
Sept. 20,22,24 Public relations management
Sept. 27,29 Managing communication and people;
Oct. 1 responsibilities and effects; guest speaker
Oct. 4,6,8 Dealing with upper management and being part
of it; Grunig chapter reports due 10/8
Oct. 11,13,15 Serving the organization and the client;
guest speaker
Oct. 18,20,22 History and development of issues management;
guest speaker
Oct. 27,29 Reports on Muckrakers; written report due
10/29
Nov. 1,3,5 Changes through the years; the age of
advocacy
Nov. 8,10,12 When the roof falls in, what?; guest speaker
Nov. 15,17,19 Reports on crisis communications; written
report due 11/19
Nov. 22,24,29 The effects of the Benlate case on DuPont;
Dec. 1,3 discussions, examination of clippings,
consideration of material from DuPont
Dec. 6,8,10 More on Benlate; case study due 12/10;
guest speaker
Dec. 13 Wrap-up and assessment