Take your Public Relations Campaigns course online today!
Home / FAQs / Online Degrees / Certificate Courses / Admission Policies / Class Rooms / Request Info.
Canyon College

COURSE SYLLABUS: Public Relations Campaigns

Course Title: Department: Instructor:

JC476 - Public Relations Campaigns Journalism Eric P. Brown, MBA, MS, MA E-Mail | Vita

Course Description: Public Relations Campaigns focuses on introducing the student to ideas and concepts that are integral to the development of a success public relations campaign from the planning phase to the end desired result. The student will look at real life cases and critically examine the successes, and failures encountered by real organizations. The student will explore all aspects of public relations from the realms of media, employee and member relations, community relations, public affairs and government relations, investor relations, international public relations and relations with special publics. This course will require the learner to access documents, journals and other types of articles on the Internet and InfoTrac College Edition database.

The time frame for this course is eight (8) weeks.

Required Text: Online Bookstore

Public Relations Cases , 5th Edition, Hendrix, Jerry A. Wadsworth Publishing.
ISBN: 0-534-51432-4

COURSE REQUIREMENTS

Week One

• Read Chapters 1,2
• Submit questions 1 and 2 on page 45, in a 2 to 3 page double spaced paper. Be as thorough as possible to argue theory versus practice.

Week Two

• Read Chapter 3,4
• Looking at the various forms of media outlets, discuss in a two to three page paper the pros and cons of each time of media. If you were in charge of designing a campaign, what type of media source would you use and why?

Week Three

• Read Chapter 5,6
• Submit, in a double spaced paper format, your examples of technologies that can be utilized in a public relations campaign in Activity 6.1 page 206.

Week Four

• Read Chapters 7,8
• Submit Midterm-TERM PAPER- In 8 to 10 pages, you will be tasked to find a product, event, or other feature public relations campaign that has taken place, or will take place in the near future. You may contact a PR firm, company or organization to get any information needed, or may utilize any form of media. The purpose of this exercise is to identify any and all concepts explored in the text up to this point. The student will critically analyze the strength and the weaknesses of the selected campaign, while also offering alternatives.

Week Five

• Read Chapters 9,10
• Find an article, either in the Readings In International Public Relations suggested reading, or on the Internet, related to International Public Relations. Discuss your findings and offer your insight into the approach from your perspective.

Week Six

• Read Chapters 11
• Find an article that demonstrates a PR campaign slanted towards damage control for a product or service. Highlight what you feel the company did right, and what you feel the company did wrong. Provide as many concrete examples as possible to support your opinion.

Week Seven

• Read Chapters 12
• Find an article on the Internet or in a journal that is an example of IMC. Discuss how the organization utilized the various forms of marketing communications. What would you have done differently?

Week Eight

TERM PAPER (Two Options)

• Option One-In 8 to 10 pages, double spaced, using all of the information learned from this course, revisit the theories and cases that you have read about the influence and media. In a comprehensive research paper, find an existing product that has already been introduced to the marketplace. With that product, and using the questions found on page 474, critically analyze and then answer how the public relations campaign highlighted the product and introduced it to the public. Be as specific as possible and explore and incorporate ideas and theories that you have been introduced to in this course.
• Option Two-You can use a real, or made up item in this scenario. The main goal of this paper is to design a public relations campaign from the ground up. For this paper, you will explore all phases of the campaign, from planning to implementation. Due to the level of research necessary for either paper chosen for the final project, the student should submit his or her proposal to the instructor no later than week 4.

Assignments and Writing

At the undergraduate level, students are expected to have an advanced writing style, Therefore, all written assignments must be typed on a computer in an organized format of your choice as long as it is appropriate for the information being presented. Because effective communication is a primary element of success in today's competitive business environment, spelling, grammar and punctuation will be strictly enforced and graded as part of the assignment. Exceptions will not be made.

The length of your writings is up to you as long as content is not sacrificed. Please stay within the maximum guidelines I have listed.

Plagiarism is unquestionably the worst academic violation a student can commit. If you are caught utilizing material without proper reference or citation, you will receive an automatic failing grade for this course. All references must be cited as a footnote or endnote utilizing any acceptable style of your choice. If you have any questions in this area, please contact me.

All assignments must be turned in on time to receive full credit. Please make prior arrangements for unusual circumstances.

Grading
The course grading criteria is as follows:

Attendance Mid-Term Cases Questions Final Paper

05 points 20 points 20 points 10 points 45 points

100 -90 89 - 80 79 - 70 69 - 60 Below 60

A B C D F

Final Note

I look forward to guiding you through this class and hope you find it an enjoyable experience. Feel free to contact me by phone or e-mail any time. I will be happy to assist you in any way I can during this course or any other time during your studies.