COMM 230 - Public Relations

3 Credits: (3 lecture)

Course Description
This course is designed to discuss the principles and applications utilized in the field of public relations. The theory, history and utilization of public relations, especially in the late 19th and 20th Century America, are explored. Students learn the complexities involved in public relations, enhancing their ability to function in practical roles associated with the field.

Prerequisite ENG 101 or permission of the instructor.

A. Explain what public relations is and identify the misconceptions that exist about the profession.

B. Describe the skills and techniques used by public relations practitioners.

C. Analyze public relations as a specific management function.

D. Research the public relations theoretical backgrounds and their relationships to the public relations practices.

E. Analyze simple research skills.

F. Describe the skills needed to hold a press conference.

G. Analyze ethics in public relations.

H. Explain a public relations crisis management plan.

I. Write messages in a variety of appropriate public relations formats.

J. Explain the proper relationship between the news media and the public relations practitioner.

Content
A. The Evolution of Public Relations

B. Public Opinion

C. Ethics

D. Different types of Public Relations Research

E. Communications Theory

F. Public Relations Writing

G. Public Relations and Electronic Media

H. Legal Issues and Public Relations

I. Crisis Management

J. Management

K. Integrated Marketing

L. Employees

M. Multicultural Communities

N. Consumers

Student Evaluation
Tests, quizzes, projects and written assignments as determined by the instructor.Bibliography
Baker, Lee. The Credibility Factor: Putting Ethics to Work in Public Relations. IL: Business One Irwin, 1993.

Bivins, Thomas. Handbook for Public Relations Writing. 5th ed. Lincolnwood, IL: NYC Business Books, 1995.

Broom, Glen and David Dozier. Using Research in Public Relations: Applications to Program Management. New Jersey:

Prentice Hall, 1990.

Cutlip, Scott. The Unseen Power: Public Relations a History. New Jersey: Lawrence Erlbaum Associates, 1995.

Cutlip, Scott. Public Relations History: From the 17th to the 20th Century. NJ: Lawrence Erlbaum Associates, 1994.

Grunig, James. Excellence in Public Relations and Communication Management. NJ: Lawrence Erlbaum Associates, 1992.

Guth, David W. Marsh, Charles. Public Relations: A Values-Driven Approach. MA: Allyn and Bacon, 2000.

Moore, Roy, Ronald Farrar and Erik Collins. Advertising and Public Relations Law. NJ: Lawrence Earlbaum Associates, 1997.

Newsom, Doug, Judy Van Slyke Turk and Dean Kruckeberg. This is PR: The Realities of Public Relations. 6th ed. CA: Wadsworth, 1996.

Perloff, Richard. Political Communications: Politics, Press, and Public in America. NJ: Lawrence Erlbaum Associates, 1997.

Wilcox, Dennis, Phillip Ault and Warren Agee. Public Relations. 5th ed. New York: Addison Wesley Longman, 1998.