COURSE CATALOG DESCRIPTION:

Exploration of theories, techniques, and processes of public relations including means of influencing methods of building good will, analysis of media, obtaining publicity, and implementation of public relations programs.

Credit Hours: 3
Classroom Contact Hours Per Week: 3
Lab Hours: 0

COURSE RATIONALE:

The purpose of this course is to help students learn how to evaluate public attitudes, identify policies and procedures of an organization with public interest and understand how public relations is a management function. Media consideration is an important aspect of public relations. Today, public relations are much broader and more market-oriented than in the past. Students will learn about media consolidation, affects of Internet on reporters and public relations departments. Students will also learn about public attitudes, how to establish and develop public relations plan, and execute the plan. The power of publicity is also an important topic that will be explored. Public Relations is not just about textbook learning; it challenges students to use their

critical/creative skills in all aspects of Business and Public Relations, not just those covered in this course.

PREREQUISITES: N/A

REQUIRED TEXT/MATERIALS/SOFTWARE:

Required Textbook and Supporting Materials

• The Practice of Public Relations by Seitel, Fraser, 14th edition, 2020 Pearson Education. This textbook is the only acceptable textbook for this course. 

The text and software materials for this course are part of the First Day Access (FDA) program at ACC. These items are part of your tuition when you enroll in this course, unless you opt out. It is NOT recommended that you Opt-Out, as these materials are required to complete the course. You can choose to Opt-Out on the first day of class, but you will be responsible for purchasing your course materials at the full retail price and access to your materials may be suspended. For more information and FAQs go to customercare.bncollege.com  To access the First Day Course Materials, click on the link in the upper left-hand side of the screen right below the link Announcements.

Hardware/Software

• A working webcam.  It can be an auxiliary webcam that you plug into your computer OR a built-in camera.
• Windows 10 for PC’s or Mac OS X for Mac’s. Please note: Microsoft 10 in “S” mode or Chromebooks will not allow proper access to the course or the exams.
• Download the Respondus LockDown Browser.
• Review the System Requirements for the complete requirements. In addition to the brief informational video, a Student Quick Start Guide is also available.

Technical Skills

Another requirement is that you have some basic computer technical skills. Please note that I will communicate with you through your ACC email account and Blackboard for this course.   

INSTRUCTIONAL METHODOLOGY
This is an online, Distance Learning (DIL) class.

DISTANCE EDUCATION
This course is conducted entirely online. The course will cover the same material as a traditional face-to-face course.  In order to be successful in this course, the student will need to be self-disciplined and well organized in order to submit all assignments, including discussion boards, on time. You are expected to keep up with ALL of the course requirements and to keep track of important dates. The flexibility of the course is very aggregable to many students, but those who are used to the traditional classroom may not be used to creating their own time management schedule. If this is your first course online I strongly recommend you review the ACC Distance Education General Information.

Please note that students will use the Blackboard learning management system for assignment instructions, submitting assignments, and collaboration.

GRADING SYSTEM
This course is divided into 4 Parts. Each Part will cover a specific set of chapters and at the end of each chapter, there will be a discussion through Blackboard. In addition to the chapter discussions, each Part will contain one Case Study Analysis and one Exam.

Mandatory Orientation Quiz in Blackboard, 15 points

Mandatory Welcome Self-Introduction Discussion, 15 points

Chapter Discussions, (18) 20 points each (360 points total)

Case Study Activities, (4) 40 points each (160 points total)

EXAM ONE, 50 points (Chapters 1, 2)

EXAM TWO, 150 points (Chapters 3, 4, 5, 6, 7, 8)

EXAM THREE, 150 points (Chapters 9, 10, 11, 12, 13, 14)

EXAM FOUR, 100 points (Chapters 15, 16, 17, 18)

*Extra Credit assignments (4), 20 points each (80 points total)

Orientation Quiz = 15 points, Self-Introduction = 15 points, Discussions = 360 points, Case Study Analysis = 160 points, Exams = 450 points

*Does not count towards graduation credit

Course Schedule

PART 1 EVOLUTION

Chapter 1 Defining Public Relations

Chapter 2 The History and Growth of Public Relations

PART 2 PREPARATION/PROCESS

Chapter 3 Communication

Chapter 4 Public Oprinion

Chapter 5 Management

Chapter 6 Ethics

Chapter 7 The Law

Chapter 8 Research

PART 3 THE PUBLICS

Chapter 9 Media

Chapter 10 Social Media

Chapter 11 Employee Relations

Chapter 12 Government Relations

Chapter 13 Diversit Relations

Chapter 14 International Consumer Relations

PART 4 EXECUTION

Chapter 15 Public Relations Writing

Chapter 16 Integrated Marketing Communications

Chapter 17 Crisis Management

Chapter 18 Launching a Career

PART 1 EVOLUTION

Chapter 1 Defining Public Relations

Chapter 2 The History and Growth of Public Relations

Case Study #1: The Election that Shook the World

Extra Credit #1: Key Historical Figure

PART 2 PREPARATION/PROCESS

Chapter 3 Communication

Chapter 4 Public Oprinion

Chapter 5 Management

Chapter 6 Ethics

Chapter 7 The Law

Chapter 8 Research

Case Study #2: The Tylenol Murders

Extra Credit #2: PRSA Ethics

PART 3 THE PUBLICS

Chapter 9 Media

Chapter 10 Social Media

Chapter 11 Employee Relations

Chapter 12 Government Relations

Chapter 13 Diversit Relations

Chapter 14 International Consumer Relations

Case Study #3: America’s Tweeting President

Extra Credit #3: Diversity PR

PART 4 EXECUTION

Chapter 15 Public Relations Writing

Chapter 16 Integrated Marketing Communications

Chapter 17 Crisis Management

Chapter 18 Launching a Career

Case Study #4: Black Panther Roars

Extra Credit #4: Press Releases

1. Define public relations.

2. Discuss evolution of public relations.

3. Analyze public opinion and how it affects public relations.

4. Discuss the importance of ethics in public relations.

5. Describe the types of public relations research.

6. Identify legal aspects of public relations.

7. Define communication theory.