CA218 Public Relations

for S1E 2006

Printer Friendly

Mission Statement: The mission of Park University, an entrepreneurial institution of learning, is to provide access to academic excellence, which will prepare learners to think critically, communicate effectively and engage in lifelong learning while serving a global community.

Vision Statement: Park University will be a renowned international leader in providing innovative educational opportunities for learners within the global society.

CourseCA 218 Public Relations PE
FacultyKeefer, Penny
Daytime Phone760-439-4745
Semester DatesJan 9 - Mar 5 2006
Class Days-M-W---
Class Time7:30 - 10:00 PM
Credit Hours3

Newsom, Turk, and Kruckeberg:  This is PR: The Realities of Public Relations, Eighth Edition 2004 ISBN: 0-534-56263-9; Pub: Wadsworth, Inc.

Course Description:
A study of the dissemination of public information through mass media; intraorganizational information; public opinion analysis, research techniques to establish psychographics within groups, applications in business, government, education, and politics.  3:0:3

Educational Philosophy:
I like a fair classroom and try to involve the students in discussions of assigned readings in such a way to stimulate thinking and creativity.  Interaction between students and the instructor is always positive and relaxed.  I do expect each student to willingly participate and do his or her best.

Learning Outcomes:

To have the student obtain a clear understanding of the fundamental concepts of the practice of public relations.  These concepts  include one-way and two-way communication, mutual understanding, public interest,  problem prevention and solution.  The student is to develop the ability to distinguish public relations from other organizational communication activities such as publicity, press agentry, promotion, advertising, marketing and merchandising, and how and when to use them.  Enable the student to understand the trends that have shaped the growth and development of public relations as a profession and its future in globalization and new technology.  Provide the student with the fundamental principles of research.

Course Assessment:
Lecture, class discussion, presentations, homework, quizzes and examinations.  If possible, we will have either a speaker, tour a local radio/television station, or attend a City Council meeting.

Completion of assigned homework and quizzes (15%)
Class participation and attendance          ( 5%)
Mid term    (25%)
Presentation                                (20%)
Final exam                                  (35%)

No extra work will be accepted for credit toward a higher grade.  The grade you receive is the grade you have earned.  Partial credit may be awarded for answers on exams if partial understanding has been shown.

90% or better A
80% up to 90%   B
70% up to 80% C
60% up to 70% D
Below 60% F

A grade of "F" (Attendance) will be awarded to a student who has three or more unexcused absences.  One absence will  be awarded for missing one class.  The student may withdraw from the course up through the fifth week with a grade of WP (Withdraw passing).

Late Submission of Course Materials:
Late submission of homework will not be accepted.

Classroom Rules of Conduct:
Class begins on time.  It is your responsibility to be here on time.
Being consistently late to class can deduct points from attendance.
Showing up for the last 15 minutes to 30 minutes of class will not be considered as being present for that class.
All cell phones will be turned off and put away.
Read the material to be covered in class before the next class.
Complete all assigned homework and turn in at each class.
Participate in class discussions.
Satisfactory completion of the midterm and final.
Give an oral presentation with an 8-page report.
Other readings or class assignments as specified.
All homework/reports must be typed in a 10-pitch courier or 12 pitch Arial and double
spaced. Handwritten papers are not acceptable.
Appearance and format will count toward grade.
Grammatical and spelling accuracy is absolutely necessary and will be graded.
Class lecture and student notes.
The students are responsible for all information in the text, all information given in the classroom and all information in the videos.
Students are expected to attend each scheduled class.  Regardless of cause, when a student is absent he/she is responsible for all material covered during that class period. The student will obtain the information given in the missed class from other students in that class. The student is subject to appropriate consequences.  A student who must miss a scheduled class may be granted an excused absence at the discretion of the instructor.  All students must bring in a written confirmation why a class was missed.
Class participation is expected, will be graded and be part of the final grade.  Students are expected to attend all classes and be on time.  Class will start on time and promptly after breaks. Roll will be checked once at
each class meeting.  The instructor must be notified if the student is unable to attend a class before the class.  Classes missed for legitimate reasons will be excused, however, no more than 8 hours of class time may be missed for any reason.  For students who miss class, work assignments for the missed class must still be completed.  Students should be prepared for quizzes at the beginning of each class. Students may anticipate spending 1 - 5 hours outside the classroom for each classroom instruction.
Read the material to be covered before the next class.
If the majority of students are unable to attend a scheduled class period due to commitments by the military, or if a special event occurs which will interrupt a class
period, other arrangements will be made.
Deviations from above will be handled based on individual situations, but the outcome will be determined by the general policies and guidelines of Park University.

Course Topic/Dates/Assignments:
Session One
9 Jan - Mon Chapter 1 PR Roles and Specialties
Session Two
11 Jan - Wed Chapter 1 Finish
         Chapter 2 PR's Origins and Evolution
Session Three Martin Luther King Day
16 Jan - Mon Chapter 3 Trends in PR

Session Four
18 Jan - Wed Chapter 4 Research: Planning, Processes and Techniques

Session Five
23 Jan - Mon Chapter 5 Publics and Public Opinion

Session Six
25 Jan – Wed Chapter 6 Theoretical Underpinnings for PR

Session Seven
30 Jan – Mon Chapter 7 PR Ethics and Responsibilities
                       Review Chapters 1-7

Session Eight
1 Feb – Wed Tour

Session Nine
6 Feb - Mon Midterm

Session Ten
8 Feb – Wed Chapter 8 PR and the Law

Session Eleven
13 Feb – Mon Chapter 9 Strategic Management in PR Practice
       Chapter 10 Communication Channels and Media

Session Twelve
15 Feb – Wed Chapter 11 Tactics and Techniques
Session Thirteen Presidents' Day
20 Feb – Mon Chapter 12 Campaigns
       Chapter 13 Crisis and Credibility

Session Fourteen
22 Feb – Wed Chapter 14 Public Relations Practice and a Worldview

Session Fifteen
27 Feb – Mon Final

Session Sixteen
1 Mar – Wed Presentations and Reports

Academic Honesty:
Academic integrity is the foundation of the academic community. Because each student has the primary responsibility for being academically honest, students are advised to read and understand all sections of this policy relating to standards of conduct and academic life.   Park University 2005-2006 Undergraduate Catalog Page 85-87

Plagiarism involves the use of quotations without quotation marks, the use of quotations without indication of the source, the use of another's idea without acknowledging the source, the submission of a paper, laboratory report, project, or class assignment (any portion of such) prepared by another person, or incorrect paraphrasing. Park University 2005-2006 Undergraduate Catalog Page 85-87

Attendance Policy:
Instructors are required to maintain attendance records and to report absences via the online attendance reporting system.

  1. The instructor may excuse absences for valid reasons, but missed work must be made up within the semester/term of enrollment.
  2. Work missed through unexcused absences must also be made up within the semester/term of enrollment, but unexcused absences may carry further penalties.
  3. In the event of two consecutive weeks of unexcused absences in a semester/term of enrollment, the student will be administratively withdrawn, resulting in a grade of "WH".
  4. A "Contract for Incomplete" will not be issued to a student who has unexcused or excessive absences recorded for a course.
  5. Students receiving Military Tuition Assistance or Veterans Administration educational benefits must not exceed three unexcused absences in the semester/term of enrollment. Excessive absences will be reported to the appropriate agency and may result in a monetary penalty to the student.
  6. Report of a "F" grade (attendance or academic) resulting from excessive absence for those students who are receiving financial assistance from agencies not mentioned in item 5 above will be reported to the appropriate agency.

Park University 2005-2006 Undergraduate Catalog Page 89

Disability Guidelines:

Park University is committed to meeting the needs of all students that meet the criteria for special assistance. These guidelines are designed to supply directions to students concerning the information necessary to accomplish this goal. It is Park University's policy to comply fully with federal and state law, including Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990, regarding students with disabilities. In the case of any inconsistency between these guidelines and federal and/or state law, the provisions of the law will apply. Park University is committed to meeting the needs of all learners that meet the criteria for special assistance. These guidelines are designed to supply directions to learners concerning the information necessary to accomplish this goal. It is Park University's policy to comply fully with federal and state law, including Section 504 of the Rehabilitation Act of 1973 and the American with Disabilities Act of 1990, regarding learners with disabilities and, to the extent of any inconsistency between these guidelines and federal and/or state law, the provisions of the law will apply. Additional information concerning Park University's policies and procedures related to disability can be found on the Park University web page:

This material is copyrighted and cannot be reused without author permission