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Canyon College



COURSE SYLLABUS: Public Relations: International Perspectives

Course Title: Department: Instructor:

JC487 Public Relations: International Perspectives Political Science Eric Paul Brown, MBA, MS, MA. E-Mail - Vitae

Course Description: Public Relations: International Perspectives focuses on the role of Public Relations with its persuasive messages and technology in a global environment. This course will help the student to bridge the expanse between yesterday and tomorrow as it relates to Public Relations. The course will focus on combining elements such as technology, design, marketing, and advertising within the Public Relations realm, along with researching the role of Public Relations from both a historical perspective and as a growing medium and tool for the future.

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

Required Text: Online Bookstore

Public Relations Campaigns and Techniques. Artigue, Ray J, Matera, Fran R. Allyn & Bacon (2000).
ISBN: 0205158153

COURSE REQUIREMENTS

Week One

• Read Chapter 1,2
• Do questions 1,2,3,4, page 14
• Do questions 1,2,3,4, page 49

Week Two

• Read Chapter 3,4
• Do questions 1,2,3 page 65
• Find an article on the Internet or in a journal that deals with a PR issue or fir. Highlight the issue and submit your findings.

Week Three

• Read Chapter 5,6
• Do questions 2,5 page 99
• Do questions 1,2,3,4 on page 117

Week Four

• Read Chapters 7,8
• Do questions 1,2,3 on page 131
• Submit Midterm - In a 5-7 page paper, select on of the case studies in this chapter and critically analyze the issues explored. Compare and contrast the approached used. What would you have done differently, or the same? Support your opinion with clear examples and sources from the text, Internet or journals. Be as specific as possible.

Week Five

• Read Chapters 9,10
• Do questions 1,4,5 on page 162
• Do questions 4,5 on page 183

Week Six

• Read Chapters 11,12,13
• Do question 4,5 on page 214
• Do questions 2, 5 on page 234

Week Seven

• Read Chapters 14,15
• Do questions 2, 4 on page 254
• Do questions 1,2 on page 264

Week Eight

TERM PAPER

• Paper Topic 1-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 role of public relations. Focus in on one or two recurring themes and critically examine them. You may choose a particular medium or organization as your focus, but should include many specific examples to support your opinion(s).

• Paper Topic 2- In an 8 to 10 page paper, develop an Pubic Relations campaign for a local product from beginning to introduction to the marketplace. With this campaign, now change the focus from a domestic campaign to that of a global campaign. You may choose any country you like to be the recipient of the campaign, or may use a real campaign already done by an organization, but should supplement this with as many facts and figures possible. Due to the complexity of this paper, and all that is involved, this should be started no later than the second week of class.

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.