MCC-UE 1755
PUBLIC RELATIONS PRINCIPLES AND PRACTICES
Required Text: Wilcox, Ault, Agee & Cameron, Public Relations Strategies and Tactics
Additional readings: to be assigned during the semester
COURSE OBJECTIVES
1. To better understand the basic concepts of effective public relations
2. To understand the difference between public relations, advertising and other
marketing techniques
3. To better understand the impact of public relations on the news and the news on
public relations
4. To better understand the ethical practice of public relations
5. To learn to think like a publicist
CLASS STRUCTURE
Every class will consist of the following:
Lecture
Review of assigned cases or reading assignments
Discussion of current events as they pertain to assigned cases, reading
assignments and class work
Presentation of current events articles
In-class project – creation of a public relations campaign
Outside (group) project – creation of a public relations campaign to be presented
during the final class
General Q&A
COURSE REQUIREMENTS
Come to class on time. Speak up. Shyness is not an option in public relations
work. Be sure to turn off your cell phones.
Participation in all class activities and discussions will significantly impact your
final grade.
Attendance is MANDATORY.
All submitted work must be typed and checked for spelling errors.
Review and discussion of actual case studies that have been covered by the
handouts.
Ongoing in-class project: Creating a PR plan. As a class, we will create a public
relations campaign. You must come to class prepared to discuss our client (to be
determined during class) in accordance with the evolving PR plan. Being
accountable and prepared will significantly impact your final grade.
Group project: Creating a PR campaign. You will be divided into groups and
will be responsible for constructing a PR plan for the client selected by your
group. Campaigns will be presented during the final class.
Article Assignments: Each student will be assigned to follow a specific media
outlet throughout the semester and should be prepared to present and lead
discussion on one article for each class. Also students should summarize each
article on no more than one typed, double-spaced page. All articles and
summaries are to be organized sequentially, put into a folder and turned in with
your final examinations.
Pop Quizzes: Be prepared. Do your reading and your research because just
when you least expect it…
Final exam: A comprehensive exam will be given at the end of the course.
GRADE REQUIREMENTS
Grades will be determined based on the following:
Articles
10%
Class discussion
20%
Class Project
20%
Group Project
25%
Final Exam
25%
Final grades will be determined by evaluation of the above stated course
requirements and assignments:
1. Attendance and contributions to classroom discussions.
a. Attendance to class is expected and mandatory. Students with more than
two absences will have their grade lowered. As a rule of thumb, more
than two classes missed will result in a grade deduction (for example, B+
to B) for each absence thereon. It is your responsibility to SIGN IN on the
attendance sheet for each class session.
b. Students who attend all class sessions will maintain the attendance portion
of the grade, provided they also contribute significantly to class
discussions. However, students who tend not to be particularly active in
classroom discussions should find other ways to participate (e.g., use my
office hours; send me questions and comments from your readings via
email) It is your responsibility to participate and effectively communicate
your involvement. Failure to actively participate will result in between
one and three grade deductions.
c. Attendance is simple – I can count absences. However, participation is
very subjective. Therefore, I will provide you with a ‘participation
progress report’ at any time – but you must request if of me via email as
proof. If you do not request at least two progress reports by mid-March
then I will not entertain ANY discussion of this portion of your grade at
the end of the semester.
d. There are several opportunities for you to participate during class sessions.
Make sure you take advantage of them!
2. Media Monitoring
a. You have each been assigned a print or broadcast media outlet to monitor
during the semester. The purpose of this assignment is to help you better
discern the impact of public relations on the news (and vice versa). Be
prepared to lead a discussion about the article you have chosen and be
ready to answer the question, “is it news or public relations?”
b. You are also encouraged to stimulate discussion of current events as they
pertain to assigned cases, reading assignments and class work.
3. Development of In-Class Public Relations Campaign
a. Our class will act as NYUPR, an energetic young agency that’s HUNGRY
for new business. We have landed a client launching a new product. It’s
our job to put together a strategic public relations plan.
b. Each week, we will discuss a different component in the development of
this specific PR plan. Be prepared to participate!
c. This process will serve as a guide for your group projects, so this process
should give you the guidance you need to create fantastic presentations.
4. Group Project
a. You will be divided into groups. Each group will act as a new business
team and be responsible for the development of a public relations
campaign. Your group will choose its client. Be on the lookout for
companies that are launching new products (such as Hasbro, Sony,
General Mills), new services (think FedEx and Kinko’s) or new divisions
(such as Delta’s Song Airlines). Perhaps you’d rather pick a company that
needs to refresh its image or consumer perception.
b. During our last class, each group will make an oral presentation of their
campaign before the rest of the class. You will be graded on both the
written and oral portions of this presentation.
Weekly Class Topics and Assignments
Class #1
01/27
What is Public Relations?
Reading: Chapters 1 & 2
Handouts distributed in class
Class #2
02/03
Public Relations in the Marketing Mix
Reading: Chapter 3
Class #3
02/10
The Ethics of Public Relations
Reading: Chapters 4
02/17-NO CLASS PRESIDENT’S DAY
Class #4
02/24
Agency versus corporate PR experience
Reading: Chapter 5
Class #5
03/03
The Role of Research in Public Relations
Reading: Chapter 6
Class #6
03/10
The Public Relations Plan
Reading: Chapters 7 & 8
03/17- NO CLASS SPRING BREAK
Class #7
03/24
Creating and Delivering the Message
Reading: Chapter 9 & 11
Class #8
03/31
Public Opinion and Persuasion
Finding Your Target Audience
Reading: Chapters 13, 14 & 15
Class #9
04/07
Communication Tools
Reading: Chapters 17 & 18
Class #10
04/14
Class #11
04/21
International, Entertainment/Sports/Travel PR
Non-profit and Education Public Relations
Reading: Chapter 10
Tylenol Case Study
Media Relations Handouts
Class #12
04/28
Crisis Communications, Issues Management, Internal
Communications, Media Relations
Group Project work in class
Final Exam Distributed
Class #15
04/27
Class Presentation
Group Project work in class
Class #16
05/05
Group Presentations
Final Exams Due
Media Monitoring Due
Class #17
05/12
Group Presentations
Final Question and Answer Session
Corporations, Politics and Government Public Relations
Group Project work in class
Reading: Chapters 19, 20, 21 and 22