Penn State McKeesport
SYLLABUS
FALL 2004

Public Relations
Communication 370
Monday, Wednesday, Friday: 11:00 a.m.-11:50 a.m.

August 31- December 10

Dr. Kathleen Taylor Brown

Office phone: 412-675-9495

Email: profktaylor@aol.com
ktb2@psu.edu

Office location: 109 B Main

Office hours:
MWF 10:00 a.m. - 10:45 a.m.
MW 1:25 p.m.. –2:40 p.m.
Other times by appointment

SOME COMMENTS ON PUBLIC RELATIONS

When a trout rising to a fly gets hooked on a line and finds himself unable to swim about
freely, he begins with a fight which results in struggles and splashes and sometimes an escape. Often, of course, the situation is too tough for him…His struggles are all that the world sees and it naturally misunderstands them. It is hard for a free fish to understand what is happening to a hooked one.
- Karl Menninger

The reasonable man adapts himself to the world. The unreasonable one persists in trying to adapt the world to himself. Therefore, all progress depends on the unreasonable.

-George Bernard Shaw

COURSE PURPOSE AND MISSION

Public Relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.

This course is designed to share information about the world of public relations and promotion and provide students with an appreciation of its value and power in business, pop culture, and society. Students should also gain an appreciation for the hard work of public relations; from planning and creation, to placement and evaluation/control.

COURSE OBJECTIVES

1. To introduce and develop students’ understanding of the process and planning of public relations.
2. To assist students in developing public relations messages.
3. To introduce students to the concept of public relations message placement; including new media.
4. To introduce students to the concept of integrated marketing communication and integrated brand promotions.
5. To bridge theory and practice and assist students in the development of a comprehensive public relations plan.
6. To further students’ understanding and appreciation for team processes.
7. To enhance both analytical and communication skills.
8. To provide students with an “experiential” learning environment.

STRATEGY FOR LEARNING

The learning process for this course will include studying key concepts, reviewing relevant case histories, newspapers, print media and broadcasting and applying your expertise to real-world public relations. In the beginning of the term, we will start with broad concepts moving on to more detailed strategies and concepts to achieve growth and competitive advantage.

Throughout this course, I will employ Problem Based Learning (PBL) techniques to reinforce public relations, communication, journalism and advertising concepts and principles. This applied approach was chosen as it will increase your learning and improve your opportunities for a successful career as professional public relations consultant. Experience has shown that professional public relations consultants who have been educated in this manner achieve greater success.

PBL shares attributes of discovery learning but in its purest forms is more unstructured than discovery learning approach. It uses “real world” problems as a context for students to learn critical thinking and problem solving skills and to acquire knowledge of the essential concepts of the course. In the typical PBL process, the instructor poses a problem for students to solve. Although students may have some prior knowledge related to the problem, it is not sufficient to solve the problem. After organizing what they know, students then identify “learning issues” that guide further research and investigation. Students share the information from (group) investigations and bring it to bear on the problem at hand, working towards resolution.

COURSE ADMINISTRATION
Text
Please acquire the following textbooks, magazine, and newspapers.

Seitel, Fraser. The Practice of Public Relations. Upper Saddle River,
NJ: Prentice Hall, 2004

Fortune Magazine
August 23, 2004- Brainstorm Special Hollywood Hitman-Reality-TV
Czar Mark Burnett has changed television for good-the business model,
that is. Handout-complimentary copy
September 6, 2004 – Fastest Growing Companies/Innovation: Special Report
September 20, 2004 Fortune celebrates forty individuals under 40 who are making a name for themselves in the business world.
October 18, 2004- 50 Most Powerful Women/Tech: Special Report
November 15, 2004 – Secrets of the Best Entrepreneurs/Innovation: Special Report
November 29, 2004 - Election “04-Now What? /Tech: Special Report

(Copies can be purchased on line @ http://www.fortuneeducation.com )

• The New York Times
• The Pittsburgh Post-Gazette
• U.S.A. Today. (All three newspapers are available through the student readership program).

• Four (4) 3.5” DS HD diskettes (formatted IBM)
• One (1) .3 ring binder for course materials and journal assignments

You will be expected to read all assignments before you come to class. With only rare exceptions, we will not spend inordinate amounts of time in a class discussing the reading for that day. You are adults, and I will treat you like adults. That means you are responsible for each day’s assignments. If you have any questions about the material, please ask. I will occasionally bring miscellaneous materials to class. Please find a partner to collect these materials for you in the event you are forced to miss class.

ACTION PLAN:

This is a “process” course, and such requires your active, regular participation.

Attendance Policy: You are expected to attend all classes. The majority of the work will be done in class and missing a class could adversely affect your grade. However, I do understand that you may become ill or have emergencies from time to time. Therefore, I allow some absences for those cases only. If you must miss class, please call my office or home to let me know.
In-class Applications – periodically your group will participate in classroom exercises that are designed to help you further understand communication concepts and link these concepts to practice. These exercises will be submitted at the end of class for a grade.
Assignment Policy: Any assignment or report that is submitted after the class period in which it is due will receive a 25% reduction in grade. NO EXCEPTIONS.

COURSE POLICY, REQUIREMENTS AND GRADING

1. Assignment Type: In-class Participation Drop Box
Points Possible: 100
Project Duration: 15-30 minutes
Deliverable Length: 1-2 paragraphs

As part of Class participation, you should also be prepared to share questions and ideas formulated to springboard discussion with fellow classmates. Toward facilitating this goal, I would like everyone to write 1-2 paragraphs in a word document and then drop your thoughts into the “weekly drop box” by midnight on Saturday of each week, one or two brief questions, comments, or ideas stemming from the assigned readings of that week.

Grades for e-mail participation, will be based on class attendance, quality and quantity of contributions to class discussions and activities (i.e., drop box, and in-class activities), and when required, the presentation of material for class discussion. Quantity does not substitute for quality. Quality of contribution is judged on three (3) criteria: evidence of having read and understood the major points made in assigned readings often through recitation of the material. (“This is what the authors were saying…”); ability to integrate different concepts (Here is how I think this article is related to what we read/discussed last week”); and ability to apply the material or make it personally relevant (“I think it might be useful to take…idea and use it to achieve…objective”).

2. Assignment Type: Discussion Board-FORTUNE MAGIZINE,
Six (6)-learning events, each of which will have a discussion board component.
Points Possible: 300
Project Duration: 25-45 minutes
Deliverable Length: 3-4 paragraphs

Discussion Board Rubric

Discussion board participation is required and evaluated qualitatively utilizing the criteria below. The student should not guess at a response to a discussion board learning event. Responses should be prepared based upon readings and any research that is needed to respond effectively.
Grade of A: The student answered the learning event thoroughly and specifically
(3-4 threads) illustrating critical thinking and or/ exceptional understanding. The student used the text and/or other research sources, reasonable inferences, and/or real-life examples. The answer must be of college-level quality and all materials used should be cited per the format presented by the professor. MLA/APA
Grade of B: The student answered the learning event completely (2-3 threads). The response was posted within the allotted timeframe and was written at a college-level.
Grade of C: The student answered the learning event briefly or incompletely
(1-2 threads). Response was posted within the allotted timeframe and was written at a college-level.
Grade of D: The student answered the learning event incompletely and/or outside the allotted timeframe. If a posting occurs to a discussion board assignment after the due date, the maximum grade that can be earned is a “D” -unless prior arrangements have been made with the professor.
Grade of F: The student did not answer the learning event at all.

3. Assignment Type: You will have a total of four (4) public relations and writing assignments. Each assignment is required to be three to five pages in length. This includes at least two (2) public relations stories to be published in the Penn State McKeesport Collegian, PSM’s student-run newspaper. Your final Group Public Relations project/plan should be a bare minimum of 20-25 pages.

1. Points Possible: 600
2. Project Duration: 35-40 hours
3. Deliverable Length: total of four (4) reporting and writing assignments:
4. Grade Break Down for this assignment:
5. Public Relations Plan/participation for a product/service/social issue 50%
6. Progress report (2 @ 10%) ……………… 20%
7. Public Relations articles (2 @ 15% each)… 30%.

1. Public Relations Plan – this is a group project where “teams” are required to develop a Public Relations Plan for a product/service/social issue. This plan will consist of a situational analysis, market research information, target market considerations, and message and media strategy decisions. There are both verbal and written components to this plan.

2. Progress Reports: Two progress reports are required detailing the project progress made to date.

3. Two Public Relations newspaper articles.
- One basic, informative story about an upcoming event.
- One feature story, about a person or group of people

Writing assignments must be completed using a word processing program, follow a specified format, and be submitted on the specified due date. Save all your work and keep back up copies on disk. Also plan to save all notes from interviews you do for this class for one year, which is the accepted practice in journalism.

Academic Integrity: Academic integrity is the pursuit of scholarly activity in an open honest and responsible manner and a basic guiding principle for all academic activity at The Pennsylvania State University. As Public Relations journalists, it is your duty not to engage in or tolerate acts of falsification, misrepresentation or deception. Such acts of dishonesty violate the fundamental ethical principles of the university and journalistic communities, and compromise the worth of work completed by others. To illustrate the seriousness of the issue, any student found guilty of violating this academic policy will automatically fail the assignment, and may, at the instructor’s discretion, fail the course.

Disability Statement: Students with disabilities who require accommodations should consult with the instructor within the first two weeks of class to address modifications needed to complete course requirements. Consistent with the university policy, any student requesting an accommodation must provide documentation from the Office for Disability Services.

Wrapping It All UP

In-class Participation (10 @ 100) 100 points (10%)
Discussion Board (5 @ 60) 300 points (30%)
Public Relations Projects 600 points (60%)
__________
Total 1,000 points

Grading Scale:
1,000 - 930 A 930 – 900 A-
899 – 875 B+ 874 – 800 B
799 – 700 C 699 – 650 D less than 650 F

SCHEDULE OF ASSIGNMENT

DATE
ASSIGNMENT

August 31: First Day of Class

Ice Breaker: Case Study, “Will he? Won’t he? A dilemma for a
media supervisor

Class Discussion: Significant Points on “Advertising and Public Relations Services.” 2003- Occupational Outlook Handbook http://stats.bls.gov

Assigned reading: Please read class handout Significant Points on “Advertising and Public Relations.” Create a class discussion list of your team’s most significant points in Public Relations/Advertising.

September 1:

Due in class:
Discussion list of your team’s most significant points in Public Relations/Advertising.
1) Overview of The McKeesport Heritage Center Proposal

2) Class discussion on significant points of the job market.

3) Handout: Introduction to Analyzing Television Commercials

Assigned reading: For Wednesday, September 8.
please read the class-handout: “Vanishing Mass Market” (Business Week July 12, 2004)

September 3:

Meeting: 11:00am-11:50am

The McKeesport Heritage Center

Judith Bookhammer/ Ellen Show Public Relations Plan/Proposal – this is a group project where “teams” are required to develop a Public Relations Plan for a product/service/social issue. This plan will consist of a situational analysis, market research information, target market considerations, and message and media strategy decisions. There are both verbal and written components to this plan.
Assignment: Discussion Thread
? Discussion Board Topic: Write a descriptive narrative discussing your thoughts on the Public Relations proposal presented by The Heritage Center. Please post your thoughts by midnight on Monday.

Reading: Introduction to Analyzing Television Commercials

September 6: Labor Day No Class

Due:

• Discussion Thread-The Heritage Center. Please post your thoughts by midnight on Monday. This discussion is part of your group project grade.

September 8:

Guest Speaker:
Ms. Pat Quinn Winter
Director of Institutional Advancement
Penn State McKeesport
Class Discussion: Handout:

• Introduction to Analyzing Television Commercials
• The Vanishing Mass Market July 12, 2004. Business Week

Assignments:

• For this assignment, I would like for you to determine your VALS type. This can be done by completing the VALS questionnaire that is available on the Internet. The web site address for this questionnaire is http://future.sri.com/vals/valshome.html. After completing the survey, the VALS system will indicate what primary and secondary VALS types best describe you.
• Read Chapters 1&2 (Seitel)
• Discussion Board Topic # 1: Write a descriptive narrative-thread discussing your thoughts on the article “Hollywood Hitman” Reality-TV czar Mark Burnett has changed television for good-the business model, that is. Fortune August 23, 2004.
  September 10:

Due; in class:

VALS Questionnaire Assignment

Chapter : 1 Defining Public Relations

Chapter: 2 The Growth of Public Relations

Class Discussion on The Vanishing Mass Market July 12, 2004. Business Week

September13:

Discussion Board Topic # 1
due by 5:00pm on Monday

Drop Box # 1 by midnight on Monday
Chapter : 2 continued
Due:
- Discussion Board Topic # 1: Write a descriptive narrative-thread discussing your thoughts on the article “Hollywood Hitman” Reality-TV czar Mark Burnett has changed television for good-the business model, that is. Fortune August 23, 2004
- I would like everyone to write 1-2 paragraphs in a word document and then drop your thoughts into the “weekly drop box” by midnight on Monday of each week, one or two brief questions, comments, or ideas stemming from the assigned readings of the past week.

September15:
Chapter 3: Goals of Communication

Chapter 4: Management

September 17:

Wednesday –drop box by 5:00pm
This is a soft date

Chapter 4: Management continued

Chapter : 5 Public Opinion
Due:
- One basic, informative story about an upcoming event. The “Idea” for your story should come from the Institutional Advancement office here at PSM

September20:

Drop Box # 2 by midnight on Monday

Peer Workshop: The Heritage Center
Due:
- I would like everyone to write 1-2 paragraphs in a word document and then drop your thoughts into the “weekly drop box” by midnight on Monday of each week, one or two brief questions, comments, or ideas stemming from the assigned readings of the past week.

September22:
Chapter : 5 Public Opinion continued

Assignment: The Heritage Center-How will Jay Conger article help you with your clients?
Please read Conger, Jay. The Necessary Art of Persuasion, Harvard Business Review. May-June 1998

September 24:

Due in class:
Your thoughts on The Necessary Art of Persuasion
Chapter 6: Ethics
Discussing your thoughts on the article The Necessary Art of Persuasion

September27:

Drop Box # 3 by midnight on Monday

Peer Workshop: The Heritage Center
Assignment: Discussion Thread

• Discussion Board Topic # 2 Write a descriptive narrative-thread discussing your thoughts on the article “40 Under 40” The forty individuals under 40 who are making a name for themselves in the business world. Fortune, September 20, 2004
  Due:
• I would like everyone to write 1-2 paragraphs in a word document and then drop your thoughts into the “weekly drop box” by midnight on Monday of each week, one or two brief questions, comments, or ideas stemming from the assigned readings of the past week.

September29:
Chapter 7: The Law

October 1:

Friday –drop box by 5:00pm
This is a soft date

Chapter 8 : Research

• Due:
  One feature story, about a person or group of people. The “Idea” for your story should come from the Institutional Advancement office here at PSM

October 4:

Discussion Board Topic # 2
due by 5:00pm on Monday

Drop Box # 4 by midnight on Monday

Peer Workshop: The Heritage Center

Due:
-Discussion Board Topic # 2: Write a descriptive narrative-thread discussing your thoughts on the article “40 Under 40” The forty individuals under 40 who are making a name for themselves in the business world. Fortune, September 20, 2004

-I would like everyone to write 1-2 paragraphs in a word document and then drop your thoughts into the “weekly drop box” by midnight on Monday of each week, one or two brief questions, comments, or ideas stemming from the assigned readings of the past week.

October 6:
Chapter 9: Print Media Relations

• Discussion on your thoughts on the article “40 Under 40” The forty individuals under 40 who are making a name for themselves in the business world. Fortune, September 20, 2004

October 8:

Chapter 10: Electronic Media Relations

October11:

Drop Box # 5 by midnight on Monday

Peer Workshop: The Heritage Center
Due:

• I would like everyone to write 1-2 paragraphs in a word document and then drop your thoughts into the “weekly drop box” by midnight on Monday of each week, one or two brief questions, comments, or ideas stemming from the assigned readings of the past week.

October 13:
Chapter 11: Employee Relations

October 15: No Class-Study Day

October 18:

Drop Box # 6 by midnight on Monday

Peer Workshop: The Heritage Center

Due:

• First Progress Report
• I would like everyone to write 1-2 paragraphs in a word document and then drop your thoughts into the “weekly drop box” by midnight on Monday of each week, one or two brief questions, comments, or ideas stemming from the assigned readings of the past week.

October 20:
Chapter 12: Multicultural Community Relations

October 22:

Chapter 13: Government Relations

Chapter 14: Consumer Relations

October 25:

Drop Box # 7 by midnight on Monday

Peer Workshop: The Heritage Center

• Assignment: Discussion Thread
  Discussion Board Topic # 3 Write a descriptive narrative-thread discussing your thoughts on the article “50 Most Powerful Women in American Business” The annual profile of the most influential businesswomen in America and how they succeed in the demanding corporate climate. Fortune October 18, 2004
• 
  Due: I would like everyone to write 1-2 paragraphs in a word document and then drop your thoughts into the “weekly drop box” by midnight on Monday of each week, one or two brief questions, comments, or ideas stemming from the assigned readings of the past week.

October 27:
Chapter 15: Investor Relations

October 29:
Chapter 16 : International Relations

November 1:

Discussion Board Topic # 3
due by 5:00pm on Monday

Drop Box # 8 by midnight on Monday

Peer Workshop: The Heritage Center
Due:

• Discussion Board Topic # 3 Write a descriptive narrative-thread discussing your thoughts on the article “50 Most Powerful Women in American Business” The annual profile of the most influential businesswomen in America and how they succeed in the demanding corporate climate. Fortune October 18, 2004
• I would like everyone to write 1-2 paragraphs in a word document and then drop your thoughts into the “weekly drop box” by midnight on Monday of each week, one or two brief questions, comments, or ideas stemming from the assigned readings of the past week.

November 3:
Chapter 17: Public Relations Writing.

• Discussion on your thoughts on the article “50 Most Powerful Women in American Business” The annual profile of the most influential businesswomen in America and how they succeed in the demanding corporate climate. Fortune October 18, 2004

November 5:

Chapter 18: Writing for the Eye and Ear

November 8:

Drop Box # 9 by midnight on Monday

Assignment: Discussion Thread
- Discussion Board Topic # 4 Write a descriptive narrative-thread discussing your thoughts on the article Marketing vs. Public Relations. Bank Marketing; Nov 1999; 31, 11; ABI/INFORM Global
Due:
- I would like everyone to write 1-2 paragraphs in a word document and then drop your thoughts into the “weekly drop box” by midnight on Monday of each week, one or two brief questions, comments, or ideas stemming from the assigned readings of the past week.

November 10:
Chapter 19 : Public Relations and the Internet

November 12:

Chapter 20: Integrated Marketing Communications

November 15:

Discussion Board Topic # 4
due by 5:00pm on Monday

Drop Box # 10 by midnight on Monday

Peer Workshop: The Heritage Center
Due:
- Discussion Board Topic # 4 Write a descriptive narrative-thread discussing your thoughts on the article Marketing vs. Public Relations. Bank Marketing; Nov 1999; 31, 11; ABI/INFORM Global
-I would like everyone to write 1-2 paragraphs in a word document and then drop your thoughts into the “weekly drop box” by midnight on Monday of each week, one or two brief questions, comments, or ideas stemming from the assigned readings of the past week.

November 17:
Chapter 21 : Crisis Management

• Discussion on your thoughts on the article Marketing vs. Public Relations. Bank Marketing; Nov 1999; 31, 11; ABI/INFORM Global

November 19:
Chapter 21 : Crisis Management continued

November 22:

Drop Box by midnight on Monday

FINAL Peer Workshop: The Heritage Center

Due:

• Second Progress Report

November 24-26

No Class Thanksgiving -Day-Holiday- Break.

November 29:

LAB 1-A
Power-Point
Publisher
Streaming Video

December 1:
LAB 1-A
Power-Point
Publisher
Streaming Video

December 3:

LAB 1-A
Power-Point
Publisher
Streaming Video

December 6:

Chapter 22 : The Golden Age

Secrets of the Best Entrepreneurs Innovation: Special Report. Fortune, November 15, 2004
Assignment: Discussion Thread
Discussion Board Topic # 5 Write a descriptive narrative-thread discussing your thoughts on your work/team and participation during our time together. Please be specific. For example, I expanded my knowledge in P.R. advertising in the following ways…….

- Include discussion from Secrets of the Best Entrepreneurs
Innovation: Special Report. Fortune, November 15, 2004

- Election “04-Now What/ Tech: Special Report Fortune,
November 29, 2004.

December 8: Wrap-up…Final discussion.
Election “04-Now What/ Tech: Special Report Fortune, November 29, 2004.

December 10: LAST CLASS
Presentations: Group- Public Relations Plan

December 13-17: Finals Week

Discussion Board Topic # 5
due by 5:00pm on Wednesday

Due:
Discussion Board Topic # 5 Write a descriptive narrative-thread discussing your thoughts on your work/team and participation during our time together. Please be specific. For example, I expanded my knowledge in P.R. advertising in the following ways…….

- Include discussion from Secrets of the Best Entrepreneurs
Innovation: Special Report. Fortune, November 15, 2004

- Election “04-Now What/ Tech: Special Report Fortune,
November 29, 2004.