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PUR 3000 |
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Fall 2002 |
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Sect. 4060, Meets: 7th period, M-W-F |
Dr. Linda M. Perry; lperry@jou.ufl.edu |
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Time: 1:55-2:45 p.m., Gannett Auditorium |
Office 2040 Weimer, 846-0991; 392-1686 |
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Credits: 3 |
Office Hours: 8th M, W; 4th-5th T, R, & by appt. |
COURSE OBJECTIVES: To introduce students to the field of public relations and to the organizational, sociietal and legal contexts in which the practice takes place. Emphasis is placed on ethics, social responsibility, the role of communication in the formation of public opinion, and the role of public relations in American democracy. This is the foundation course for students planning public relations careers. It also meets the requirements of those planning other professional and managerial careers that require an understanding of public relations. A final grade of C or better must be earned before taking higher-level public relations courses.
GRADING: Exam 1: Monday, Sept.
30 30%
30% + Issue Tracking
Report: Monday, Nov. 18 XC + Issue Tracking
Presentations: Dec. 2-11 XC Final Exam: Wednesday, Dec.
18, 7:30 a.m. 40% Grading scale: A=90-100; B+=87-89; B=80-86; C+=77-79; C=70-76;
D+=67-69; D=60-66; E=59 and below.
YOU MUST BRING PICTURE IDENTIFICATION TO ALL EXAMS. You will be tested on your mastery of lecture materials and assigned readings. Grades will be posted by the last four digits of your social security number on the bulletin board outside Gannett Auditorium. If you do not want your grade posted, you must advise the instructor before the exam. You will have two weeks to review your exam after grades are posted. Make-up exams will be given within two days of the scheduled exam but only in documented cases of excused absences. Classroom and testing accommodations will be provided for students with documentation of their need from the Dean of Students Office.
ON YOUR HONOR: Academic honesty is expected, just as high ethical standards are required professionally. There will be zero-tolerance for anything less. That means not giving, accepting or taking unauthorized aid, or doubling on any assignments without permission of all professors involved. Cases of academic dishonesty will be pursued in Honor Court.
REQUIRED
READINGS * Public Relations: Strategies
and Tactics, 7th ed., Wilcox, Dennis L., Glen T.
Cameron, Phillip H. Ault, Warren K. Agee, Boston:
Allyn and Bacon, 2002. ** Available from Journalism
Reading Room, Custom Copies, Perry, or on the
Web. + Available at Custom Copies,
Perry, the Web and the textbook. The number after +
indicates potential point-value of
satisfactory two-page reaction paper.
Reaction papers must be typed,
double-spaced, and are due on the Friday of the
week they are assigned. Points are added to exam
scores; two points equivalent to one test question.
Students may earn up to 20 points from the
readings. Week 1 Aug.
26: Defining Public
Relations * Ch. 1
What is Public Relations? Monday, Sept.
2 **Martin Luther King
Day--No class** Week 2 Sept. 4:
The History of Public
Relations * Ch.
2 The Evolution of Public
Relations +2
Cutlip, S.M., Public
Relations & the American Revolution, 2(4)
PR REVIEW, Winter 1976, pp. 11-24. +2
The Museum of Public
Relations, http://www.prmuseum.com/
(all pages on historical figures in PR). Week 3 Sept.
9: The
Practitioner&emdash;Roles, Careers * Ch. 4
The Individual in Public
Relations and * Ch. 5
Public Relations Departments
and Firms Week 4 Sept.
16: Ethics and Social
Responsibility * Ch. 3
Ethics and
Professionalism **
PRSA Code of Ethics,
http://www.prsa.org/
and click on "About PRSA." From there, click on and
read: "Objectives" and "Professional
Standards." +4
Railroad Presidents
Conference v. Noerr Motor Freight, 365 U.S. 127
(1961), at http://laws.findlaw.com/us/365/127.html Week 5 Sept.
23: Societal Context of Public
Relations * Ch.
15 Politics and
Government * Ch. 16
International Public
Relations Monday, Sept.
30 ***First Exam--through
week 5*** Weeks 6-7 Oct. 2,
7 Public Relations and the
Law * Ch.
13 Public Relations and the
Law **
Middleton, Kent R., Bill F.
Chamberlin, & Matthew D. Bunker, Corporate
Speech, THE LAW OF PUBLIC COMMUNICATION
255-295. +4
First National Bank v.
Bellotti, 435 U.S. 765 (1978), at
http://laws.findlaw.com/us/435/765.html +2
Fischer, R.,
Reporter-Source Relations Reach the Supreme
Court, PR QUARTERLY 36: 13-17 (1991),
and update, "Confidential Sources," from THE
LAW OF PUBLIC COMMUNICATION. Week 8-9 Oct. 14, 21
Theories in Public
Relations & Communication * Ch. 8
Communiation * Ch 10
Public Opinion and
Persuasion +4
DeFleur, M.L., & Everett
Dennis, The Media's Influence on
Individuals, UNDERSTANDING MASS COMMUNICATION,
2D ED. (1985) Week 10 Oct.
28 Research & Evaluation
in Public Relations * Ch. 6
Research * Ch.
9 Evaluation Wednesday,
Nov. 6 ***Second
Exam--through week 10*** Moved by unanimous
vote Week 11 Nov. 6
The Management of Public
Relations * Ch. 7
Program Planning Monday, Nov. 11 ***Veterans Day--No Class*** Week 12 Nov.
13 Communication in Public
Relations * Ch. 11
The Audience and How to Reach
It * Ch. 12
The Internet and Other New
Technologies +2 One of the application
chapters, Ch. 18 Education OR Ch. 19
Entertainment, Sports, and Travel. (Due
Monday, Nov. 18) Friday, Nov. 15 ***Homecoming--No class*** Week 13 Nov. 18:
Developing
Messages * Ch.
20 Written Tactics * Ch. 21
Spoken Tactics * Ch. 22
Visual Tactics +2
Zinsser, W.K.,
Professional Writing and Business Writing,
ON WRITING WELL. Monday, Nov.
18 + Issue-tracking reports
for extra credit due (up to 4 points to final exam
score). Week 14 Nov. 25
Other
Applications * Ch. 14
Corporations * Ch. 17
Nonprofit
Organizations Friday, Nov. 29 ***Thanksgiving holiday-- No class*** Issues
Management +
Issue-tracking
presentations for
extra credit (1-4 points added to final score) Wednesday,
Dec. 18 ***Final
Exam
(cumulative): 7:30-9:30 a.m.***
EXTRA CREDIT READINGS
CLASS SCHEDULE:
This
week's reading
Back
to Top
In Professional Standards, click on "Member Code of
Ethics" and read "Preamble," "PRSA Member Statement
of Professional Values," and "PRSA Code of
Provisions."
For help: How
to Read a Supreme Court
Opinion
For help: How
to Read a Supreme Court Opinion II