CA218 Public Relations

for FA 2004

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CA 218 – Public Relations – Park University

Fall 2004

T/TH 8:45 – 10:00 AM

Copley 300


Ms. Sacheen Mobley

Email: or

Phone: Leave messages with Laure Christensen at (816) 584-6263

Office Hours: by appointment


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.


What this is:

A study of the dissemination of public information through mass media; intra-organizational information; public opinion analysis; research techniques to establish psychographics within groups; applications in business, government, education, and politics.


What I expect from you by the end of the course (objectives):

  1. Students will have a critical understanding of the centrality of communication skills to their successful performance as a public relations practitioner.
  2. Students will critically evaluate studies pertaining to research in public relations
  3. Students will develop a practical methodology for identifying problems, implementing solutions and evaluating programs.
  4. Students will develop an understanding of the historical roots of the field and ethical conduct.
  5. Students will identify the role of the public relations practitioner in the context of organizations and society.


Educational Philosophy: The instructor’s educational philosophy is one of interactiveness based on lectures, readings, dialogues, examinations, Internet, web sites and writings.  There will be lecture and readings. I will cover material in lecture not present in the readings. Come to class prepared for critical discussion.


Required Text: Cutlip, Center & Broom.  Effective Public Relations. Eighth (or most current) edition.  Upper Saddle River, NJ: Prentice Hall, 2003.)


Academic Honesty: Academic Honesty is required of all members of a learning community.  Hence, Park will not tolerate cheating or plagiarism on tests, examinations, papers or other course assignments.  Students who engage in such dishonesty may be given failing grades or expelled from Park.


Attendance Policy: Instructors are required to keep attendance records and report absences.  Please notify me 24 hours in advance of an absence to gain approval. It is your responsibility to get in touch with me.


Work missed through unexcused and excused absences must be made up within the term of enrollment, but unexcused absences may carry further penalties.


In the event of two consecutive weeks of unexcused absences in a term of enrollment, the student will be administratively withdrawn, resulting in a grade of “F”.  An Incomplete will not be issued to a student who has unexcused or excessive absences recorded for a course. 


Students receiving Military Tuition Assistance (TA) or Veterans Administration (VA) educational benefits must not exceed three unexcused absences in the term of enrollment. Excessive absences will be reported to the appropriate agency and may result in a monetary penalty to the student.  Reports of F grade (attendance or academic) resulting from excessive absence for students receiving financial assistance from agencies not mentioned above will be reported to the appropriate agency.


Late Submission of Course Materials: No assignment will be accepted late without an excuse. Late papers or assignments submitted automatically lose one letter grade.


If you miss an exam, you must make it up during the next class. You will be responsible for any material missed during the make-up exam.


No extra credit work is assigned or accepted.


There is no make-up for the final exam. Failure to take the final will result in an F for the final.


Classroom Codes of Conduct:

  1. Computers make writing and revising much easier and more productive.  Students must recognize though that technology can also cause problems.  Printers run out of ink and hard drive crash.  Students must be responsible for planning ahead and meeting deadlines in spite of technology.  Be sure to save copies of your work to disk, hard drive, and print out paper copies for backup purposes.
  2. Papers must be submitted typed on quality bond paper. No onion skin.
  3. Pagers, cell phones, PDA’s and other personal electronic devices are to be kept in silent mode or turned off during class sessions.



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 American with Disabilities Act of 1990, regarding students 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:


Course Topics/Dates/Assignments: Public Relations






August 24

Instructional policies, course specifications.

Case Study 1 assigned


August 26

Chapter 1: Introduction to Contemporary Public Relations

Chapter 2: Practitioners of Public Relations


August 31

Chapter 4: Historical Origins of Public Relations Chapter 3: Organizational Settings


September 2

Persuasion and Classis Communication Theory


September 7

Chapter 5: Ethics and Professionalism


September 9

Case Study Presentations


September 14

Case Study Presentations


September 16

Chapter 6: Legal Considerations


September 21

Chapter 7: Theoretical Underpinnings: Adjustment and Adaptations

General Systems Theory

Case Study 2 assigned


September 23

Chapter 8: Communication and Public Opinion


September 28

Chapter 9: Media and Media Relations


September 30

Chapter 14: Business and Industry

Chapter 15: Government and Politics


October 5

Chapter 16: Nonprofit Organizations, Health Care and Education

Chapter 17: Trade Associations, Professional Societies and Labor Unions


October 7

Group Activity

Case Study #2 Due


October 12

Review for Midterm Exam


October 14



October 19 & 21

NO CLASS – Fall Recess


October 26

Return of Midterm

Assignment of Group Project

Sign-Up for Group Project Day


October 28

Chapter 10: Step One: Defining Public Relations Problems (Part 1)


November 2

Chapter 10: Step One: Defining Public Relations Problems (Part 2)


November 4

Chapter 11: Step Two: Planning and Programming (Part 1)


November 9

Chapter 11: Step Two: Planning and Programming

(Part 2)


November 11

No Class – Veterans Day


November 16

Group In-Class Work Day


November 18

Chapter 12: Step Three: Taking Action and Communicating


November 23

Chapter 13: Step 4: Evaluating The Program


November 25

No Class – Happy Thanksgiving


November 30

Group In-Class Work Day


December 2

Group Presentations


December 7

Group Presentations


December 9

Group Presentations End/

Final Exam Review


December 15

Final Exam: 8:00 AM – 10:00 AM





Case Study I –             75 points

            Case Study II –            50 points

            Group Presentation –    200 points

            Midterm –                    150 points

Final Exam –                100 points

            Total                            575 points



            A – (575 – 518)

            B – (517 – 460)

            C – (459 – 403)

            D – (402 – 345)

            F – (344 and below)



Important Notes:


You need to check your PirateMail accounts for weather delays, class cancellations, or any other correspondence that I may send to you. If you have never activated your account, please do so as soon as possible. If you have questions on how to set it up, please contact Student Services.


This syllabus is tentative and subject to change at the discretion of the instructor.