PUBLIC RELATIONS 3360

PR 3360--Public Relations Communications

PR 3360-4533 Fall 2006
MW 11:00-12:25 p.m. Rm. 228

Syllabus >>>Top of Page

Doug Williams (O) 898-2919 (H) 371-0850 fdwilliams@mtsu.edu

Recommended Text:

Public Relations—Writing and Media Techniques - Dennis L. Wilcox

Suggested Text:

The Associated Press Guide to News Writing-Rene J. Cappon

Course Description:

Public Relations Communications 3360—is an entry level course for students interested in learning more about public relations, marketing, and the communications field. The class will look at styles of media writing, different types of public relations communications vehicles, and ethical standards and professionalism required of public relations practitioners and journalists.

Course Objectives:

The course hopes to give students a good introduction to the communications industry and provide them an entry level of competency in the basic concepts and techniques of effective public relations writing. Students will also develop an appreciation on why certain news stories receive significant media coverage and others do not. Students will learn not only how to write public relations materials, but why they are written from the standpoint of accomplishing organizational objectives.

Methods:

This class will be a mixture of lectures, writing assignments, and discussions on the theory & history of Public Relations, Journalism, and the communications industry. Grades will be determined by two major tests, an outside learning project, a series of short quizzes, and other required activities.

All well educated people keep abreast of what is happening in their world by reading newspapers and discussing current events. Therefore all students will be expected to read the local newspaper on a daily basis. There will be additional reading assignments from various sources. Two copies of the text Public Relations—Writing and Media Techniques are on reserve in the Walker Library.

Grading:

There will be ten (10) quizzes worth 10 points each that will be administered randomly throughout the semester. Students must be in class on the date the quiz is given to get credit. There will be a mid-term test (Oct. 11) worth 200 points, and one in-class writing test (Sept. 18) worth 100 pts. There will also be a press release (due Nov. 15) and an editorial (due Nov. 27) worth 100 points each (see writing assignments outline for more details). Finally there will be various extra assignments worth a total of 100 points.

The comprehensive final exam will be worth 300 points and will include all the material covered during the semester. Grades will not be curved.

Also no late papers will be accepted. Deadlines are a way of life in the communications field. Any excused work must be approved a minimum of 48 hours before the assignment is due. No exceptions.

Grading Scale

A 1,000-920

B 919-840

C 839-760

D 759-700

F 699-below

Assignments with point values

(10) Quizzes 100 pts

(1) Editorial 100 pts

(1) Press Release 100 pts

(1) In class writing test 100 pts

Extra Assignments 100 pts

(1) Mid-term test 200 pts

(1) Comprehensive Final 300 pts

Office hours:

If you are having difficulty with the subject matter, have questions about the class or the public relations field, or need assistance in looking for an internship, I am happy to arrange an appointment outside of class. Otherwise I am available immediately after class, or can be reached by phone, or by email.

Academic Honesty: Intellectual honesty and personal integrity are essential for PR professionals and students alike. Share ideas and information, but do your own work. Plagiarism and fabrication of assignments are sufficient causes for failure in this course.

Students with Disabilities: If you have a disability that may require assistance or accommodation, or you have questions related to any accommodations for testing, note takers, readers, etc., please see me as soon as possible. For more information or help, please contact the Office of Disabled Students Services (898-2783).

Lottery Scholarships: Students receiving the Lottery Scholarships must earn a 2.75 GPA after attempting 24 credit hours and a 3.0 GPA after attempting 48 hours or more. Students who drop below full-time status (12 hours) during the first 14 days of the semester will have their awards adjusted and will owe money to the University. Students who drop after the 14 th day of class will have their future lottery scholarships suspended unless the drop was approved in advance by the Financial Aid Office. Students may appeal the suspension if the drop is due to documented personal illness, illness or death of immediate family member, extreme financial hardship, military service or other extraordinary circumstances beyond the student’s control. The lottery appeal form may be obtained at www.mtsu.edu/financialaid. For more lottery information, please see www.tennesseescholardollars.com.

Attendance: Regular attendance is important and is expected. Since lectures will include a significant amount of original information, and there will be numerous “unique opportunities” in class, it would be unwise (and hazardous to your grade) to have multiple absences.

Family Educational Rights and Privacy Act (FERPA): In general, under FERPA I am not permitted to disclose your academic progress to anyone not allowed to receive such information. Thus I cannot discuss your academic progress, grades, etc., over the phone or via e-mail. All such discussions must be in person. At the end of the semester I cannot disclose your final grade over the phone or via e-mail. Nor can I "post" your grades on my door. You will receive your final grades via PIPELINEMT or WEBMT. Additionally I cannot access your grades if you have a "hold" on your records.

Sexual Harassment: MTSU is committed to establishing an atmosphere where your work, education, and participation in University activities and programs will be free from intimidation or offensive behaviors. For details of the university’s sexual harassment policy, please go to: http://mtsu32. mtsu.edu:11091/photo.htm.

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Review 3360 Syllabus and distribute copy of Frank Ritter column on the First Amendment.

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:10

Remind students to read the paper/review notes. Discuss Pipeline/WebCt (Grades, email, presentations)

:20

$64,000 Question

Student Expressions & the First Amendment -- The Tinker Ruling. Can a School Prohibit a student’s first amendment right to wear a T-Shirt with a political slogan on it?

College Football & Religion-- A college football player is kicked off the team. The coach said he was a ‘troublemaker.’ The player alleges that the coach instituted a “religious brotherhood” on the team and singled out Muslim athletes. Can the coach be sued for violating the player’s religious beliefs?

Taking the Pledge--Which one of the following actions happened within the last few years involving the Pledge of Alliance?

A. In March 1998 a 13-year-old Jehovah’s Witness middle school student in Seattle was forced to stand outside in the rain for 15 minutes for refusing to say the pledge.

B. In April 1998 a 16-year-old student in San Diego was forced to serve detention for her failure to recite the pledge.

C. In 2002 West Virginia passed a law stating students could be expelled for insubordination, while their parents could face a $50 fine and a 30-day jail term if they refused to salute the flag or recite the pledge.

D. All of these things occurred

Discussion on First Amendment (First Two slides)

Outside Assignment: Write opinion paper First Amendment 10 pts. Due Sept. 6

http://www.firstamendmentcenter.org/

:20

The History of the Written Word

*At the dawn of mankind, people communicated by drawing pictures on cave walls. This lasted possibly thousands of years and eventually progressed into cave writings.

Monks who copied the Bible by hand, by candlelight [Middle Ages]. Only the very rich could read, because they were the only ones who could afford books. This practice lasted hundreds years. Next Johann Gutenberg invented the printing press [1455]. This created a revolution of sorts. Why?

Now poor people could learn to read because books were more plentiful. Being educated created more questions—accountability. Interestingly, the Magna Carta [The Great Charter] limiting the power of the king and giving more freedoms to common man was written in 1215. It was not fully effective until the 1600s when it became a symbol of English liberty.

The 1900s spawn another communications revolution

*Layout for publications was a labor intensive process because of typesetting process. Moveable type made design improved. More graphics. Most importantly it became less expensive and time consuming.

*Computerized layout in the 1980s. Ability to “cut and paste” on screen." Faster/Cheaper layouts. Newspapers and newsletters flourished into the thousands. Almost anyone could be a publisher and look professional. This “leveled the playing field” for many small entrepreneurs and others.”

21st Century Communications revolution

Now with the internet almost everyone can author publications and opinions. This increased dramatically the “small person” in communications.

Blogs – we blogs. Wiki – On-line encyclopedia maintained by the public. RSS – Real Simple Syndication

:20

Writing is one of five important skills all Communicators must have. Public Relations as a process. It is not a gut feeling, shooting from the hip, or schmoozing media and clients. It is hard work that involves many functions. *Chapter 1 (p.2)

OUTSIDE ASSIGNMENTS LIST

Write opinion paper First Amendment 10 pts. Due Sept. 6

Watch a movie (assigned) 10 pts. Due Oct. 25

Write a Letter to the Editor 10 pts. Due Nov. 2

Get letter published 10 pts. Due Nov. 22

Write a feature story (your topic) 20 pts. Due Nov. 22

Attend a PRSSA Meeting 20 pts. Due Nov. 29

Outside communications Projects (PICK ONE)*

Participate (lead) class debate 50 pts. Due Oct. 9

Develop non-traditional media/discuss 50 pts. Due Nov. 6

Class Speech (Your topic) 50 pts. Due Nov. 13

Develop/discuss a communications plan 50 pts. Due Nov. 15

Develop/discuss an evaluation method 50 pts. Due Nov. 20

Prepare discussion on JFK assassination 50 pts. Due Nov. 22

Read A Book – Class report/discussion 50 pts. Due Nov. 29

Photography, Audio, Video project 50 pts. Due Dec. 4

Other outside communications project 50 pts.

*Must Decide by Wednesday, Sept. 13.

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PR – 3360 Third Class

Materials:

Point Point Lesson Three (2)– History of PR and News writing

:10

Quiz #1

:10

--Collect First Amendment Opinion papers

--Announce that next class will be in the LRC Lab (upstairs)

--Discuss further outside assignments (List-Dream Team video, etc)

--Remind students about attending PRSSA meeting (Zeny)

:20

Discussion on brief history on PR

:20

Writing news – the lead paragraph

:10

Look at sample news leads

Next class Assignment:

We will be discussing information from Chapters 4-5 the next few classes

Remember to meet in the LRC for practice writing next class

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PR—Writing and Media Techniques 11:00-12:25 Fourth Class

Materials:

PointPoint Lesson 4

:10

PRSSA Announcement

:10

*Return papers

*Announcement that they should check grades on WebCt

*Remind them of outside assignments (Movie assignment due October 18 w/questions)

:20

Writing the proper lead (review rules).

New medication promises to reduce the incident of heart disease in Tennessee

By Jimmy Olsen

Staff Writer

Fantastic news for Tennesseans! Within the next few days a new drug will be released that will reduce the incidence of myocardial infarction in men and women with no adverse side affects. This cutting edge study was performed on 12,323 people at 41 hospitals, in 33 counties in Tennessee, and will likely raise the life expectancy 3 years and two months in an average of 23-26 percent of the patients. The miracle drug works equally well on men and ladies, but works best on people who are fat and lazy. Since the drug is very expensive doctors are concerned that people in city who are better educated and have good insurance will benefit more than people who live in rural settings.

:40

Practice writing

Atlantis crew inspects shuttle for potential damage

CAPE CANAVERAL (AP) — Atlantis' six astronauts began inspecting the space shuttle's thermal skin for damage early Sunday as they soared toward the international space station. NASA managers said hours after Saturday's launch that there was no obvious damage to Atlantis during liftoff. Carrying a 17.50-ton addition, Atlantis and its crew were scheduled to arrive at the space station on Monday to restart construction of the orbiting space lab. The crew awoke to a version of Moon River sung by Audrey Hepburn in the movie Breakfast at Tiffany's, a request of commander Brent Jett's wife.

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LRC Lab

Practice Writing assignment in Class. Cancer researcher uses false information.

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Practice Writing assignment in Class. Vice President Dick Cheney illness. (10 pts. assignment.)

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Materials:

Announce to students that the 100 pt writing test will be an outside assignment due Monday, October 2 (No Class on September 27)

Bring copy of Today’s Response Bring copy of MTSU News Release

11:05

I will email the notes to you on Monday, September 25. You may use the class period on Wednesday, September 27 to write the story. The deadline is midnight on Wednesday, September 27.

Remember at of the important points in writing the story. This is how the story will be graded—more importantly this is how readers will judge your story.

--Writing should be in the classical news style

--The importance of the lead

--What should be in the follow-up paragraph

--What should be in the third paragraph

--The importance of quote—what is the proper style for quotes

--What is the proper length of your story

--At all cost avoid any major errors.

--Remember to proof carefully and avoid all of the “little things.”

--Style (plus or minus a couple of points)

11:15

Lecture on finding and creating news. This is from Chapter 4 & 5 in the book

12:15

Handout: MTSU Press Release (Remind Press Release Due Nov. 15). Outside: Read Chapter 2&8.

Remember to check WebCt….for your grade updates, to review the lecture notes, and to check email.

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