JMS 481 Fall 2013
Syllabus revised 11/17/13
Instructor:
E-mail:
Cell phone:
Twitter:
Jim McBride
Office hours: Tues: noon-1pm & Thurs: 1-2 pm
[email protected]
or by appointment
858.204-9933
Office location: PSFA 348
#JMS481mcb
Lecture/labs: PSFA 326
Tuesday
1 pm – 3:40 pm
Thursday
2 pm – 3:40 pm
Required Materials
JMS 481 Course Reader, Fall 2013, edited by J. McBride
Associated Press Stylebook, 2012 ed., published by the Associated Press
Cutlip & Center’s Effective Public Relations, 11th ed. Glen M. Broom, PhD, & Bey-Ling Sha, PhD
Your textbook readings will be supplemented throughout the semester with articles from academic and
trade journals, as well as from other sources. Outside the classroom, you will be expected to keep up
with mass media coverage of general news topics, especially in The San Diego Union-Tribune, The
Daily Aztec and broadcast media. You will also sign up for email alerts from professional sources
such as www.Ragan.com, www.bulldogreporter.com, Cision.com, www.prnewswire.com.
Required prerequisites: Students must have completed the strategic planning, service-learning
project in JMS 480 and earned grades of “C” or better in JMS 310W and JMS 480.
Course description: This course provides students with communication skills required to work as
public relations professionals. The course teaches students writing skills needed to conduct public
relations practices in today’s business world, including writing to achieve specific objectives, by using
major public relations, media and social media tools.
Learning Outcomes: Upon successful completion of this course, students will be able to:
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Produce a complete professional public relations plan to address a major challenge or problem that
a “real world” client faces.
Conceptualize, design, and write all elements of the public relations plan.
Think critically and strategically about the purposes and audiences of written media/tools
Research strategic audiences and appropriate distribution channels for written tools
Write public relations tools in the appropriate format and style
Write and speak consistently to professional standards of public relations practice
Understand ethical issues in public relations
Plan a special event
Incorporate social media tools with traditional media tools
How to Approach the Course.
This course is your opportunity to utilize all the PR techniques and communications skills you have
learned to date, and---along with your own creative thinking---design a professional, web-based PR
Plan for a “real world” client of your choosing. To develop a public relations plan you must
demonstrate analytical thinking and professional, high quality writing. This course requires strategic
thinking and writing that achieves professional standards.
Semester Project: Public Relations Plan: By the end of the third week of the semester, each
student must select a nonprofit, non-religious organization from the community as his/her client,
interview that client’s executive director or communication specialist to determine the organization’s
public relations challenges and/or problems, and sign a Memorandum of Understanding (MOU) with
the client. The instructor recommends that you physically visit the client for personal observation and
more effective interpersonal communication. Early in the semester you will be communicating with
the contact person a “few times” to gather information as part of your analysis of the client’s situation.
During the semester you may have to confirm facts, gather additional data, etc. Communication with
the client contact person will be his/her preference (email, phone) but the initial meeting(s) should be
face to face.
During the semester, all students will develop a comprehensive public relations plan, customized for
their clients. In addition, all the tactical elements and communication tools in the plan will be written
and included as appendices in the plan. Note: students may use assignments completed during the semester
toward their semester projects and additional communication tools.
On the last day of classes, each student will present his/her problem-solving PR plan to the class and
submit a copy of the plan to the instructor. NOTE: Students should prepare a second copy of the PR
plan to be delivered to their clients. Your original PR plan will be returned to you for your portfolio.
Travel (following paragraph borrowed from Professor Sha): This project may require team members to
travel to the client site or to another location. Such travel would be for the purposes of informal data
collection, such as interviews with members of the client organization or focus groups with members
of potential target publics. No travel may take place until the instructor has received signed travel
release and waiver forms from every team member (see group project contract instructions). Students
traveling for this project are responsible for arranging their own transportation. If students will be
using their personal transportation vehicles, they must ensure that appropriate liability insurance is
maintained for use of those vehicles.
Use of Modern Technology: This course will strive to incorporate the digital workplace into the
classroom. The Blackboard course management site will be used regularly for announcements, updates
to assignments and syllabus, links to articles, posting documents, submitting assignments, etc.
Students will use Twitter to follow and communicate with classmates and the instructor. Students will
subscribe to, and monitor digital public relations newsletters such as www.ragan.com,
www.bulldogreporter.com, Cision.com. or www.prnewswire.com. The use of new media in the
workplace will be discussed in lectures and labs. Students are expected to incorporate the appropriate
use of digital and social media tools in course assignments and the final PR plan.
Academic Integrity (Portions of the following are borrowed from Professor Sha): Cheating,
fabrication, plagiarism are unprofessional behaviors that diminish the integrity of those who resort to
them. This kind of behavior by public relations professionals will quickly result in loss of credibility
and may render the person ineffective. Furthermore, it is understood that any work turned in by
students is original work produced specifically for this class; work done for other classes may not be
turned in to satisfy assignments for this course.
To help students maintain academic integrity, written materials produced in this course must comply
with the following:
 Information obtained in your research, which is not common knowledge among students in
this course, must be acknowledged by author, title, publication, date, etc.
 Every direct quotation must be identified by quotation marks or by appropriate indentation and
the original source must be cited.
 When material from another source is paraphrased or summarized in whole or in part in your
own words, the original source must be cited.
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Assignments
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Homework assignments and in-class assignments will be given regularly throughout the semester.
Assignments are graded using points.
o Homework assignments are due before the end of class on the due date.
o Late assignments submitted within 7 days of the due date are eligible for partial credit
(70 percent max). However, no credit will be given for assignments completed after
that period.
o In-class assignments are unannounced and must be completed during class or lab
periods only. Those absent can receive no credit for in-class assignments.
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All writing assignments will be submitted using the Times New Roman font & 1-1/2 line spacing.
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Reading: Students shall read assigned material prior to arriving in class. This will allow students
to participate fully in class and lab discussions. We may or may not have time to go over all
readings, however, quizzes may include key points from all readings.
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Blackboard: Students will check the course Blackboard site daily for updates, instructions,
syllabus changes, comments, grades and more.
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Students will monitor the online version of San Diego Union Tribune and be prepared for class
discussions and analysis of the public relations aspects of current news stories.
Writing Expectations
JMS 481 is a writing course. Correct grammar and spelling are essential in all written materials
produced in this course. Public relations professionals think, analyze, do research, and then focus their
energy on writing for specific target audiences in a professional, persuasive, and creative way. In
today’s multimedia world, consumers have many choices for gathering information. Your writing
must be strong enough to attract the attention of journalists and target audience members. If the
writing is humdrum, uninteresting, vague and cannot be easily understood, you have failed as a
communicator; your work is ineffective.
Exams: There is no comprehensive final exam. Rather, there are three exams throughout the
semester on material included in the Course Reader, posted articles or handouts, classroom discussion
& guest speaker comments. No make up for missed exams.
Grading: The final grade for this course is based on total points earned for homework and in-class
writing assignments; exams; class participation and the semester project, i.e., public relations plan.
Points will be totaled at the end of the semester and converted to a letter grade. There are no extra
credit opportunities in JMS 481.
The grade scale is:
93-100 A
90-92 A87-89 B+
83-86 B
80-82 B77-79 C+
73-76 C
70-72 C67-69 D+
63-66 D
60-62 D59 or below is an F
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Deadlines and Accuracy
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Grading of students’ work in JMS 481 is rigid in order to prepare students for the expectations
they will face in the workplace. A’s and B’s have to be earned.
In the professional world, mistakes in spelling, grammar and style by public relations
professionals are not acceptable; so they will not be accepted in JMS 481.
Employers expect error-free, thoughtful, and purposeful writing---this level of writing quality is
expected in JMS 481.
Meeting deadlines, a “real world” expectation, is also expected in JMS 481 (See Assignments
section above)
Class Attendance: Students are expected to attend each class and lab session because these are
learning opportunities that will enhance the reading and writing assignments, allow for questions and
answers, and provide for feedback on writing assignments, quizzes, etc. If a student misses three
meetings (lecture or lab), that’s the equivalent of missing 10 percent of the course.
Professional Conduct Policy (following paragraph borrowed from Professor Sha): We will work
within a climate that fosters mutual respect, dialogue, and interaction. It is expected that students in
this class will comport themselves with prudence, courtesy, and dignity in all course-related activities.
There will be no discrimination on the basis of race, gender, ethnicity, religion, sexual orientation, or
military/veteran status. Sexual harassment of any sort will not be tolerated during or in association
with the activities of this class. Students who wish to obtain further information regarding the campus
sexual harassment prevention policy should consult the San Diego State University Sexual Harassment
Prevention Policy in the SDSU Senate Policy File.
In addition (not borrowed from Professor Sha), no loud or distracting talk; school computers must be
turned off during lectures, and in lab meetings, there is no web surfing, texting, SM usage, emailing,
cell phone use, or working on another course assignment. To become a professional, you must act like
one now.
Contractual Nature of this Syllabus (following paragraph borrowed from Professor Sha): Students
who choose to remain enrolled in this course after the regular schedule adjustment period indicate by
their continued enrollment that they have read and understood the syllabus for this course, and that
they accept and agree to abide by its procedures and policies.
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Course Outline 111713
1. Aug 27/29
Welcome and Course Overview
 Introductions, review syllabus, class expectations, tone, rules, travel waivers, etc.
 Finalize roster: verify prerequisites, establish crash list, give out add codes
 Theoretical foundation for PR (Systems, Situational, Persuasion, Social Learning, Mass
Communication, etc) (Lattimore PowerPoint)
 Meet the Staff in class writing
Assignment for Aug 29: Purchase AP Stylebook, Course Reader & read week two articles, identify
three potential clients: names, brief descriptions (See Ask Clients RE Media Usage
Assignment for Sept 5: Contact three potential clients: name, brief description, contact persons.
2. Sept 3/5
PR is a Management Function: Company Problems are PR problems
 First Amendment Rights/Limitations; law and ethics (Lattimore)
 Strategic Planning process: Thinking, planning, research, problem solving, goal, objectives,
audiences, channels, messaging to address company/client problems.
 Due Sept 5: Share and submit brief report on three potential clients
Assignment for Sept 12: Client Selection Report
3. Sept. 10/12
Good Writing is Writing That Succeeds
 Lasswell’s model, research for PR writer--gathering information (four sources), source
characteristics, crafting messages, and media considerations. Planned, analytical and persuasive
nature of PR writing.
 Writing to clarify and simplify the complex, style, readability. Review ethical and legal issues;
potential PR conflicts; personal integrity.
 Due Sept. 12: Client Selection Report
Assignment for Sept 26 (firm): Initial PR Plan (about 10 pages), all sections formatted correctly,
professionally written.
4. Sept 17/19
News Releases…a PR Workhorse
 Writing for print media, types of releases, leads, quotes, call to action, format—traditional and
social media release, distribution systems
 Templates, examples and tips (See Golf News Release April ’12 and others)
 In class news writing exercise/peer edit
 See Link: Sample Online News Releases
Assignment for Oct 1: Write news release #1 to achieve client objective. Use traditional format; email
to JMcB with subject line: “(Client name) news release by (your name)”
5. Sept. 24/26
Exam 1 covering lectures from weeks 1-4 (Sept 24)
What’s Your Client’s Web Strategy? (See Becky’s slides/my June presentation)
 Social media, tools; strengths, strategic use; how local PR pros use SM; video engagement.
Begin Tweeting classmates (Lattimore)
 INSERT Twitter—4 ways it is changing, Jay Baer
 Due Sept 26: Initial PR Plan (In class: re-write traditional news release using SM format)
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6. Oct 1/3
Elements of Final PR Plan
 Review status/progress
 Focus on social media components
Due Oct 1: News release #1 (traditional format)
 Assignment for Oct 29: Analysis of news coverage of San Diego mayoral race: reporting
objectivity, conveying key message, target audience(s), evidence of persuasive strategy, overall
effectiveness, etc. Where possible, provide examples or quotes that support your comments. Two
to three pages, 1-1/2 spacing, Times New Roman 12 pt.
7. Oct. 8/10
Writing for the Web and Social Media (Biv)
 Web visitors’ behaviors; writing style for Internet consumption; SEO; visual aspects of web;
posting on blogs.
 See Link: Online publicity (PR Web)
 Online reputation management: Are you ready for a crisis?
Courtney Bylund and Teri Klemchuk, American Red Cross, communication department
 Something will go wrong. PR must respond immediately, compress problem-solving process
to minutes; draft & deliver statement immediately, include social media;
clear/concise writing; select & prepare spokespersons; news conference; credibility/trust crucial
 Due Oct 10: Web story for client’s website
 Due Oct 10: Submit analysis of mayor’s campaign news coverage
8. Oct. 15/17
Broadcast media…writing for the ear and eye
 Changing nature of media; compare broadcast, digital, print; generating ideas
 Formatting, writing & distributing broadcast media tools: story proposals (aka pitch letter), media
advisories, PSAs, YouTube.
 Examples presented during lab & in Course Reader.
 Assignment for Oct. 22: Watch TV morning talk show for in-studio guest interview; then write 1-2
page summary/critique of interview—what was objective, was message conveyed, call for action?
 Assignment for Oct. 22: Story proposal #1 for client (letter to persuade media to do your story)
9. Oct 22/24
Broadcast media…get media coverage for clients
 Getting clients on TV, Quick Reference Guide handout, sample pitch letters, advisories, PSAs.
 Media training & core messages (video)
 Assignment for Oct. 24: PSA #1 for client (2 versions: 10 sec & 30 sec, written for ear)
 Due Oct. 22: Story proposal #1 for client (Lab writing—convert letter to email pitch)
 Due Oct. 24: PSA #1 for client
10. Oct 29/31
Exam 2 covering lectures from weeks 5-9, including guest speaker(s)
Special Events
 As strategic PR tool, types of events, conceptualizing, planning, program, speaker(s), arrangements,
implementation, promotion, effectiveness, case study (Lattimore p280).
 Assignment for Nov. 5:
Read Course Materials (News Conference, Media Kits)
 Assignment for Nov. 7: (1) Special event concept, 2-3 pages, “paint a detailed picture” of the event.
and (2) Media advisory #1 (alert media about your event)
 Due Oct. 29: Summary/critique of talk show interview (1-2 pages)
 Due Oct. 31: Media analysis of mayoral candidates message strategies
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11. Nov 5/7
News conferences and media kits.
 When to use news conference, how to conduct one, crisis scenarios exercise, statements,
messages, spokespersons, media kit contents, collateral materials, bios, fact sheets, backgrounders,
CDs DVDs, YouTube.
 Review sample Media Kits
 See Link: Media Kit Contents
Due Nov. 7: Special event concept and media advisory #1 promoting the event
 Assignment for Nov. 12: News release #2 (different topic from release #1, online/social media
format)
 Assignment for Nov. 14: PSA #2 (30 sec only) Media advisory #2 to promote a second event.
12. Nov. 12/14
Giving Shape to Information…graphic design
 Write and design brochures, posters, flyers, posters. Samples. Locate/review templates
Due Nov. 12: News release #2 using online social media format
Due Nov. 14: PSA #2 (30 seconds only)
Assignment for Nov. 19: Two deliverables:
(1) Write 2-page brochure concept AND
(2) Create separate layout with actual brochure copy and images (template).
13. Nov 19/21
Engaging the Workforce
 Internal communication: tools such as newsletters, email intranet, social media, social media
policies, benefits of an engaged workforce.
 See Link: It’s About to be Fun Again
 Final PR Plan: PowerPoint presentation primer
Due Nov 19: Brochure concept (2 pages) and layout containing actual copy
Due Nov 21: Media advisory #2 (promoting different event from first advisory)
14. Nov 24/26 (No classes…Thanksgiving)
In lieu of class this assignment must be completed:
Assignment for Dec 3: Read & write report (2-3 pages): describe major concepts appearing in internal
communication articles in Course Reader. Homework assignment posted on Blackboard
15. Dec 3/5
Exam 3 covering lectures from weeks 10-13
What am I getting for my PR dollar?
 Your boss will ask this question.
 Public relations evaluation: measuring your effectiveness. Ways to incorporate evaluation into PR plans.
Sign up: Individual counseling for last minute questions about PR plans, Dec. 5 for 5 minutes.
 Dec 5 attendance optional: Individual counseling about PR plans (5-7 minutes per student)
 Assignment for Dec 10: Presentation of final PR Plan (PowerPoint); submit plan
16. Dec 10 (Last day)
Due Dec.10 : PowerPoint presentation (3 minutes max) AND submission of final PR Plans, farewell.
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