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CA 218 Public Relations
Schumacher, Paula


Mission Statement: Park University provides access to a quality higher education experience that prepares a diverse community of learners to think critically, communicate effectively, demonstrate a global perspective and engage in lifelong learning and service to others.

Vision Statement: Park University, a pioneering institution of higher learning since 1875, will provide leadership in quality, innovative education for a diversity of learners who will excel in their professional and personal service to the global community.

Course

CA 218 Public Relations

Semester

FA 2012 HO

Faculty

Schumacher, Paula

Title

Assistant Professor of Communication Arts/Adjunct Faculty

Degrees/Certificates

M.A., Journalism, Kansas State University, Manhattan, KS
B.A., English & Journalism, Fort Hays State University, Hays, KS
Certified Fundraising Executive (CFRE), CFRE International

Office Location

TBA

Office Hours

After class by appointment

Daytime Phone

816-809-3847 -- Mobile

Other Phone

816-436-6836 -- Land Line

E-Mail

Paula.Schumacher@park.edu

pschumacher@kc.rr.com

Web Page

http://www.pssmartmarketing.com

Semester Dates

FA 2012 August 22, 2012 - December 14, 2012

Class Days

-M-W---

Class Time

1:30-2:45

Credit Hours

3


Textbook:

This is PR: The Realities of Public Relations, Doug Newsom, et. al
Class Handouts and Websites as announced

 

Additional Resources:
To Be Announced In Class Sessions. Resources--on line; handouts; updates-- will pertain to materials covered in class.

McAfee Memorial Library - Online information, links, electronic databases and the Online catalog. Contact the library for further assistance via email or at 800-270-4347.
Career Counseling - The Career Development Center (CDC) provides services for all stages of career development.  The mission of the CDC is to provide the career planning tools to ensure a lifetime of career success.
Park Helpdesk - If you have forgotten your OPEN ID or Password, or need assistance with your PirateMail account, please email helpdesk@park.edu or call 800-927-3024
Resources for Current Students - A great place to look for all kinds of information http://www.park.edu/Current/.


Course Description:
CA218 Public Realtions: 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:

The Communication Arts Department at Park University combines theoretical learning, skills mastery, and practical experience for students.  This course emphasizes effective writing and professionalism for public relations.
 
My educational philosophy centers on constructivism, which emphasizes hands-on learning and students actively participating in lessons. It is my belief that after reading and research, students should creative discover lessons in public relations hands on activity because it is the most effect way of learning. Research, read, do, ask, learn, re-learn creatively and recall are important to public relations.
 
To uphold this educational philosophy, there will be mini lctures, guest lecturers, reading, group discussions, class activities, and continual awareness of our own community, the Greater Kansas City Community, the state and the nation. All an integral to Public Relations I. We will develop a sense of community, team work combined with individuality, and a focus on creativity with strong ethical skill sets. The class, as closely as possible, will simulate what it is like to actually work in the PR industry.

Learning Outcomes:
  Core Learning Outcomes

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


  Instructor Learning Outcomes
  1. Students will develop an understanding of the power of the written and spoken word.
  2. Students will develop an understanding of ethics and truth in public relations.
  3. Students will develop a sense of how an individual and a department fous on public relations.
  4. Students will identify the power of branding and linking that brand to various forms of PR.
Core Assessment:

All Park University courses must include a core assessment that measures the relevant Core Learning Outcomes. The purpose of this assessment is to determine if expectations have been met concerning mastery of learning outcomes across all instructional modalities.  The core assessment for this course is the Public Relations Group Project.  Students will develop a pubic relations program for an organization, place, idea, product, event, or individual.  The project will consist of a paper and an oral presentation by the group.  The choice of the specific program will be left to the discretion of the group members with instructor approval.  The program should be a realistic and comprehensive as possible.  A detailed instruction sheet will be distributed in class.  (100 points) While this activity is required, its weight related to the grade computation may be modified as long as it is at least 20%of the total grade for the course. (Rubric Attached) {Assesses outcomes 1, 2, 3, 4, 5}

 

Link to Class Rubric

Class Assessment:

Student performance will be evaluated on ability to meet deadlines, participation/questions,  improvement in writing and presentation skills; i.e. how well does the student study comments on previous written materials and avoid making the same mistakes on following assignments. Overall, grades will be based on:

1. Class participation including responsiveness to speakers/presenters

2. Assignments--especially as they concern improvement in writing and PR skills
3. Essay & short answer quizzes
4. Oral presentations as they relate to the PR campaign or individual assignment
5. Group PR project
6. Individual PR Project
7. Mid-term exam
8. Final Exam
 

1.  All assignments must be typed, 12 pt., and double spaced unless assignments are completed in class.
2.  You are encouraged to bring laptops (notebooks) to class so you can type your assignmnets/essays in class and e-mail them to pschumacher@kc.rr.com by the end of class.
3.   Research projects and group/individual projects also must be typed, double spaced, 12 pt. type either Arial or Times Roman.
 
 
 
 

 

Grading:

Grading:  I will meet with you individually at mid-term and two weeks prior to the final to help you assess your grade. The meetings are not mandatory, but I am available if you want to take advantage of the opportunity. Meetings are by appointment.
 
Grades:
Assignments -- 16 @   25 pts each:    400 pts
Quizzes        --   4  @  100 pts. ea:     400 pts
Oral pres.    --    1  @  100 pts.          100 pts.
Group PR    --    1  @   400 pts.         400 pts.
Individual PR -   1  @  250 pts          250 pts.
Mid-term exam   1  @  200 pts          200 pts
Final exam          1  @  250 pts          250 pts
Total                                                  2,000
 
Grading plan:
1,780 - 2,000  =  A
1,580 - 1,779  =  B
1,320 - 1,579  =  C
1,000 - 1,319  =  D
Points less than 1,000 = F
 

Late Submission of Course Materials:

  • Public relations professionals need to meet deadlines.
  • Late assignments automatically lose 10 pts. (15 pts. rather than 25 pts.)
  • With today's technology, being late on assignments is hardly excusable. Unless a personal illness or ill health in the family precludes your being able to e-mail the assignment, you are expected to meet the deadline.
  • If you miss a quiz, short-answer essay, or major exam,  it is your responsibility to schedule a make-up date and the make-up may be no later than one week after the quiz or exam.

Classroom Rules of Conduct:

The cornerstones of good classroom conduct -- respect, honesty, integrity and being open to new and creative concepts--are imperative.
 
You will have the advanage of hearing a minimum of three (3) PR professionals. They are sharing their time and talent with you, so your ATTENDANCE during those sessions is extremely important. You will have their bios and know their areas of expertise in advance, so please review their Websites, listen carefully in class and be prepared to ask questions.
 
Rules of conduct include:
1.  Be on time to class--lateness is disruptive and extremely discourteous.
2.  Rudeness, sharp or derisive comments or inconsideration of classmates and/or speakers is inexcusable. These have no place in the world of Public Relations.
3.  Opinions are valued, but realize your opinion may differ from that of another individual. Be respectful of others' opinions.
 

Course Topic/Dates/Assignments:

 

16-Week Course
(Week/Weeks)

Dates

Subject matter

Reading/Assignments
Follow-up quizzes/Speaker comments

1

Aug, 20 & 22

What is PR?;
PR in the "real" world;
History of PR; PR theory
 
1. Guest presenter--Lisa Wade McCormick; Personal examples of the PR World
2. In-class assignment
3. Handout--Let's get acquainted

2

Aug. 27 & 29

The PR professional; The PR firm; Corporate, Government, Nonprofit PR;
Writing the Media Release; Learn the explicit difference between fact and opinion.
Media release style
AP Stylebook
Research: Textbook, Chpt. 4
 
www.seoniti.com--five rules of press releases

3/4

Sept. 5 & 10

PR media—Newspapers, TV, Radio, Advertising, Internet, Design--PR formats
 
Discussion: tools of PR
Textbook, Chapter 11
 

4-5

Sept. 12, 17 & 19

PR writing-print—(letters, media releases, events); the power of words; evaluating PR campaigns;
 
Textbook, Chpts. 5 and 7
Guest speaker --evaluating words, campaigns

6-7

Sept 24 & 25;
Oct. 1 & 3
PR writing-broadcast and Internet; The impact of social media; positioning (broadcast style news release)
Guest speaker focusing on Design, Web specialities
The New Rules of Marketing & PR; www.youtube.com
 
The New Rules of Marketing & PR--
Textbook, Chpt. 12
Guest speaker--Oct. 1-- Web specialities & design

8

 

Midterm;

Review for exam and exam

9

Oct. 22 & 24

PSAs; Websites as PR tool; Newsletters as PR Tool; Videos as PR Tool
 
 
PRSA Website--Design in Public Relations
Guest speaker: Oct. 24-Coty Beasley
 

10

Oct. 29 & 31

Group PR Project--20% of overall grade
 
Textbooks: Chpts. 7 & 10
Class Handouts
Textbook: Chpts. 10 & 13

11-12

Nov. 5 & 6
Nov. 12 & 15
Market, audience demographics, research--relationship to PR Campaign; Ethics; Branding; psychology of PR--Right brain/Left brain
 
Guest speaker re. Branding-TMC
Textbook: Chpts. 8, 9
Right brain/left brain research
 

13-14

Nov. 19 & 21
Nov. 26
PR project presentatons
Brainstorming & review sessions

15

Nov. 28, Dec. 3 & 5

Newsletters; Press conferences--putting all PR techniques to work (possible closing speaker)
 
Textbook, Chpt. 14

16

Dec.

Final Exam as  per University schedule

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 students and faculty members are encouraged to take advantage of the University resources available for learning about academic honesty (www.park.edu/current or http://www.park.edu/faculty/).from Park University 2011-2012 Undergraduate Catalog Page 95-96

Plagiarism:
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. from Park University 2011-2012 Undergraduate Catalog Page 95

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 "F".
  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 2011-2012 Undergraduate Catalog Page 98

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. Additional information concerning Park University's policies and procedures related to disability can be found on the Park University web page: http://www.park.edu/disability .

Additional Information:

Communication is key. Throughout the course, remember to always communicate with your professor and other members of your team. For example, please do not wait until you are well into the semester before you relay that you need help in a particular area. If you do not understand an assignment, ask. I'm happy to clarify.



E-mails are the best way to contact me. It is possible for me to respond faster to the pschumacher@kc.rr.com e-mail than to the University e-mail.


 

According to the 2012, "Occupational Outlook Handbook," employment of public relations specialists is expected to grow 23 percent from 2010 to 2020, faster than the average for most occupations other than health care. Employment of public relations managers is expected to grow 16 percent from 2010 to 2020, about as fast as the average for all occupations. Growth of both will be driven by the need for organizations to maintain their public image in a high-information age especially with the growth of social media. Additionally, the skills you learn in good public relations translate to other classes as well as to the workforce.

 
 


 

 



Rubric

CompetencyExceeds Expectation (3)Meets Expectation (2)Does Not Meet Expectation (1)No Evidence (0)
Synthesis                                                                                                                                                                                                                                                  
Outcomes
1, 3, 4 5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            
Constructs a specific, measurable problem statement that indicates mastery of the essential elements of what, where, who, when, why, and how. Also provides a situation analysis that supports, expands and illustrates the problem statement.

 
Constructs a specific, measurable problem statement that includes the essential elements of what, where, who, when, why, and how. Also provides a situation analysis that supports, expands and illustrates the problem statement.

 
Constructs a problem statement that is vague and not measurable and does not include all of the essential elements of what, where, who, when, why, and how. The situation analysis does not support, expand and illustrate the problem statement.

 
Problem statement is very vague and does not include any of the essential elements of what, where, who, when, why, and how. Does not include a situation analysis that supports, expands and illustrates the problem statement.

 
Analysis                                                                                                                                                                                                                                                   
Outcomes
1, 2, 4                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              
Design of short and long term plans illustrate mastery of the four principles of goal setting as outlined by George Morrisey: 1) Get Agreement and Commitment, 2) Reduce Goals to a Manageable (bite) Size, 3) State Goals in Terms of Measurable Results with Target Dates and Cost Limitations, 4) Initiate an Action Plan.

 
Design short and long term plans that meet the four principles of goal setting as outlined by George Morrisey: 1) Get Agreement and Commitment, 2) Reduce Goals to a Manageable (bite) Size, 3) State Goals in Terms of Measurable Results with Target Dates and Cost Limitations, 4) Initiate an Action Plan.

 
Short and long term plans do not meet the four principles of goal setting as outlined by George Morrisey: 1) Get Agreement and Commitment, 2) Reduce Goals to a Manageable (bite) Size, 3) State Goals in Terms of Measurable Results with Target Dates and Cost Limitations, 4) Initiate an Action Plan.

 
Short and long term plans do not meet any of the four principles of goal setting as outlined by George Morrisey: 1) Get Agreement and Commitment, 2) Reduce Goals to a Manageable (bite) Size, 3) State Goals in Terms of Measurable Results with Target Dates and Cost Limitations, 4) Initiate an Action Plan.

 
Evaluation                                                                                                                                                                                                                                                 
Outcomes
4                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    
Survey shows mastery of systematic research methods to discover patterns of human interaction and draw appropriate conclusions related to purpose of study.



 
Survey shows use of acceptable and systematic research methods to discover patterns of human interaction and draw appropriate conclusions. Survey shows use of some acceptable and systematic research methods to discover patterns of human interaction and draw appropriate conclusions. Survey does not show use of acceptable and systematic research methods and draws inappropriate conclusions. 
Terminology                                                                                                                                                                                                                                                
Outcomes
1, 3, 4                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              
Extensive use of professional-level vocabulary.








 
Acceptable use of professional- level vocabulary. Rudimentary, inappropriate use of professional-level vocabulary. Poor and inappropriate use of professional-level vocabulary. 
Concepts                                                                                                                                                                                                                                                   
Outcomes
1, 2, 3, 4, 5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        
Professional mastery in all 4 components: Problem Statement and Situation Analysis, Planning and Programming, Taking Action and Communicating, and Program Evaluation.






 
Meets acceptable standards in all 4 components: Problem Statement and Situation Analysis, Planning and Programming, Taking Action and Communicating, and Program Evaluation. Meets some of the acceptable standards in 4 components: Problem Statement and Situation Analysis, Planning and Programming, Taking Action and Communicating, and Program Evaluation. Does not meet acceptable standards in all 4 components: Problem Statement and Situation Analysis, Planning and Programming, Taking Action and Communicating, and Program Evaluation. 
Application                                                                                                                                                                                                                                                
Outcomes
1, 2, 3, 4, 5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        
A professional quality action plan, communication plan, and program implementation plan are included for each public, and an in-depth written evaluation of the group process that addresses all 7 questions on the Group Project assignment.





 
An action plan, communication plan, and program implementation plan are included for each public, and a written evaluation of the group process that addresses all 7 questions on the Group Project assignment.


 
A rudimentary action plan, communication plan, and program implementation plan are included for each public, and a written evaluation of the group process that addresses 5 or 6 questions on the Group Project assignment.

 
Action plan, communication plan, and program implementation plan are missing for each public, and a written evaluation of the group process that addresses 4 or less questions on the Group Project assignment.

 
Whole Artifact                                                                                                                                                                                                                                             
Outcomes
1, 2, 3, 4, 5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        
Project focus is clear, thoughtful and imaginative, sources are smoothly integrated and persuasively support the project focus, sequence of topics is smooth with a convincing rhetorical pattern, and there are no grammatical errors.  




 
Project focus is clear and sustained, sources clearly support the purpose, sequence of topics is logical, and occasional sentence structure or diction problems do not seriously distract the reader. Project focus is clear but commonplace, sources are not always relevant and critically discussed, sequence of topics is generally easy to follow but may occasionally wander, and there are enough mechanical problems to temporarily distract the reader. Project lacks focus, makes no use of sources, sequence of topics is difficult to follow, and has severe problems with sentence structure or word choice. 

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Last Updated:8/13/2012 11:45:26 AM