Course Syllabus
Course: COMM 2300
Division: Fine Arts, Comm, and New MediaDepartment: Communications
Title: Introduction to Public Relations
Semester Approved: Spring 2019
Five-Year Review Semester: Summer 2024
End Semester: Fall 2024
Catalog Description: This course introduces various perspectives on public relations, as manifested in the theories, methods, principles, and practices which predominate in the field. Special emphasis is placed on preparing and organizing various types of oral presentations appropriate to the field.
General Education Requirements: Oral Communication (OC)
Semesters Offered: Fall, Spring
Credit/Time Requirement: Credit: 3; Lecture: 3; Lab: 0
Justification: Increasingly, communication professionals are required to have knowledge of public relations practices. Many higher education institutions in Utah and throughout the US offer Public Relations programs and often require an introductory course for specific majors.
General Education Outcomes:
1: A student who completes the GE curriculum will have a fundamental knowledge of human cultures and the natural world, with particular emphasis on American institutions, the social and behavioral sciences, the physical and life sciences, the humanities, the fine arts and personal wellness. Students will know how to research, evaluate, interpret, and give oral presentations on current public relations theories, practices and trends. Students will know how to deal with communication apprehension effectively. Students will be assessed through participation, individual and group projects, exams and oral presentations.
2: A student who completes the GE curriculum can read, retrieve, evaluate, interpret, and deliver information using a variety of traditional and electronic media. Students will know how to research, evaluate, interpret, and give oral presentations on current public relations theories, practices and trends. Students will know how to deal with communication apprehension effectively. Students will be assessed through participation, individual and group projects, exams and oral presentations.
3: A student who completes the GE curriculum can speak and write effectively and respectfully as a member of the global community, and work effectively as a member of a team. Students have at least three formal, graded opportunities to orally present their campaigns/projects in the classroom. Students will receive specific instruction on how to organize, plan, prepare and deliver those presentations. Special emphasis will be placed on how to manage communication apprehension effectively. Each student will receive written and/or oral suggestions for improving the student's speaking, organizational, informative and/or persuasive, and contextual skills. Informal opportunities are also available within the projects, such as presenting ideas to community members.
4: A student who completes the GE curriculum can reason quantitatively in a variety of contexts. The campaigns/projects and presentations will require extensive research outside of the class. Students will be encouraged to use a variety of electronic media in their research. Each student will be required to use presentation software commonly used in organizations. Students will develop and deliver information through a variety of traditional and electronic media such as websites, newsletters, press releases, and brochures demonstrating mastery.
6: A student who completes the GE curriculum can reason analytically, critically, and creatively about nature, culture, facts, values, ethics, and civic policy. Students will know how to research, evaluate, interpret, and give oral presentations on current public relations theories, practices and trends. Students will know how to deal with communication apprehension effectively. Students will be assessed through participation, individual and group projects, exams and oral presentations.
General Education Knowledge Area Outcomes:
1: Students will know how to research, evaluate, interpret, and give oral presentations on current public relations theories, practices and trends. Students will know how to deal with communication apprehension effectively. Students will be assessed through participation, individual and group projects, exams and oral presentations. Students will know how to research, evaluate, interpret, and give oral presentations on current public relations theories, practices and trends. Students will know how to deal with communication apprehension effectively. Students will be assessed through participation, individual and group projects, exams and oral presentations.
2: Develop appropriate rhetorical patterns to influence attitudes, beliefs and actions, while demonstrating speaking skills from process to product. Students will believe that a strong sense of ethics of any communication professional is essential in and outside the workplace. Special emphasis will be placed on the ethical considerations of the public relations practitioner when interacting with various publics. Students will be assessed through participation, individual and group projects, exams and oral presentations.
3: Communicate orally in ways that are appropriate to the goal, communication channel, context of the communication episode while employing effective use of organizational strategies, communication ethics, verbal and nonverbal language, vocalics, and communication apprehension techniques. Students will be familiar with the various types of electronic and traditional media that public relations professionals use in order to interact with their publics. Students will be assessed through participation, individual and group projects, exams and oral presentations.
4: Manage and coordinate credible/relevant information gathered from multiple sources for the purposes of problem solving, decision-making, speech building, and supporting an argument. Students will develop an awareness of the kinds of communication activities that are commonly used by public relations professionals. Students will be assessed through participation, individual and group projects, exams and oral presentations.
5: Communicate effectively interpersonally with others in conversation, interview, and group/team contexts. Students will be assessed through participation, individual and group projects, exams and oral presentations.
6: Understand and manage conflict in a variety of communication contexts with an emphasis on team building. Students will be exposed to a variety of team building projects, and will complete a group project that emphases team building.
7: Explain the role human communication plays in the development and maintenance of societies including academic, social, and professional endeavors; communicate an understanding of vocabulary, concepts, materials, techniques, and methods of intellectual inquiry in communication. Students will know the general theories, principles, ethics and practices of public relations professionals and organizations. Students will be assessed through participation, individual and group projects, exams and oral presentations.
Student Learning Outcomes:
Students will know the general theories, principles, ethics and practices of public relations professionals and organizations. Students will be assessed through participation, individual and group projects, exams and oral presentations.
Students will develop an awareness of the kinds of communication activities that are commonly used by public relations professionals. Students will be assessed through participation, individual and group projects, exams and oral presentations.
Students will believe that a strong sense of ethics of any communication professional is essential in and outside the workplace. Special emphasis will be placed on the ethical considerations of the public relations practitioner when interacting with various publics. Students will be assessed through participation, individual and group projects, exams and oral presentations.
Students will know how to research, evaluate, interpret, and give oral presentations on current public relations theories, practices and trends. Students will know how to deal with communication apprehension effectively. Students will be assessed through participation, individual and group projects, exams and oral presentations.
Students will be familiar with the various types of electronic and traditional media that public relations professionals use in order to interact with their publics. Students will be assessed through participation, individual and group projects, exams and oral presentations.
Content:
The following topics will be covered in class:
Public Relations: role, origins, theories, and current trends; Evolving concepts of public relations; Current research for public relations; Characteristics of competent communication; Ethics and laws impacting public relations; Strategies and techniques for public relations campaigns; Careers; Case studies; Communication channels and the role of the media; Development of various media; Writing for public relations.
Key Performance Indicators:
Students will be evaluated on the following:
individual project 10 to 30%
group project 20 to 30%
oral presentations 30 to 40%
participation 10 to 20%
exams 15 to 25%
Representative Text and/or Supplies:
Seitel, Fraser P. The Practice of Public Relations. New Jersey, Prentice Hall. Current Edition.
Pedagogy Statement:
This course is taught through lectures, discussions, individual activities, group activities and hands on experiences.
Instructional Mediums:
Lecture
Maximum Class Size: 30
Optimum Class Size: 24