Note: The description for this course includes the words "Plus 1 hr TBA"

Dr. B. D. Neff, Ph.D-Associate Professor Schnabel Hall-8

Adviser for the Public Relations Student Society of America (PRSSA)

Adviser for the student chapter of the Association for Women in Communication (AWC)

Email: Bonita.Neff@valpo.edu Tel: X6827 Website: Valpo faculty personal pages

Office hours: M 11:30am-2:00pm W 11:45-4:00pm (may have meetings around 3:00pm once a month)

Tu 11:30-1:30pm Th 11:45-1:30 Also by appointment

Course Goals: The field of public relations is one of the fastest growing career areas and the most changing in terms of career possibilities. This course provides an overview of the key developing areas, an analysis of the role of public relations (including the international arena), and career requirements and challenges.

In addition to the course pack, students will be studying excerpts from PRWeek, an agency-produced publication, applying the findings of the Commission on Undergraduate and Graduate Public Relations Education, and integrating key articles from both trade and academic sources.

The public relations classes will be involved in producing a special event, the "Festival of Voices," a service-learning project. This community event will be held on Sunday, November 9th in the Union Great Hall and the public relations students will be hosting the guests, organizing the student class teams, initiating fundraising, working with the artists, assisting the media, coordinating the logistics, handling the donated items, etc. for the event. Many of the weekly independent meetings will focus on this effort. You will create your budget for the special event expenses.

Prerequisite: Com 100 Survey of Communication Fields

Required: Course pack: Principles of Public Relations, 2003.

The Department of Communication sponsors two professional student communication organizations for students. Programs focusing on public relations will be attended by this class. Only academic conflicts in scheduling will be accepted for alternate assignments. Those students wishing an international/national affiliation and maintain an acceptable academic standing may also join the Valpo student chapter of the Association for Women in Communications (AWC), a professional association of 8,000 professionals and many more students involved in communication as a career. Note the VU student chapter was named an outstanding chapter in the nation in 1997, received the national outstanding advisor award in 1999, and received the national student award—the Rising Star Award in 2000. Those primarily interested in public relations will be invited to join the Public Relations Student Society of America (PRSSA). PRSSA was founded in the spring of 2001 and is sponsored by the over 30,000 member parent organization—the Public Relations Society of America (PRSA). The Chicago Chapter of PRSA is Valpo’s student chapter sponsor. Phillip Dunne, Vice President and partner of a Chicago-based public relations agency and Betsy Plank, former head of corporate communication from Illinois Bell, are Valpo’s PRSSA chapter mentors.

Evaluation. Students must successfully complete all of these assignments to receive a course grade.

1. A daily participatory grade (points) for each class session/exercise, independent sessions, and for assigned activities. (185 points)
2. A series of evaluations (quizzes, exams, exercises). (150 points)
3. Successful completion/presentation of projects, activities and/or exercises assigned as a member of a team (both individual and team evaluations conducted) (150 points).

It is the responsibility of each student to review and understand the University’s Honor Code. For purposes of this course, it is a particular violation of the Honor Code to submit papers or assignments based on material submitted by students in previous offerings of COMM 265. Project proposals are expected to be original and not derived in whole or in part on others’ work. If you have any doubts about what you plan to propose for this course, see the instructor. Plagiarism of published literature reviews and/or research designs is an absolute violation of the Honor Code. The honor code must be written in full for all assignments and evaluations.

Grading

Course grades will be based on the following point breakdowns (total available points = 485).

A 485 (95%) B- 440 (80%) D+ 401 (67%)

A- 470 (90%) C+ 431 (77%) D 395 (65%)

B+ 461 (87%) C 425 (75%) D- 380 (69%)

B 455 (85%) C- 410 (70%)

Attendance.

Because the exams and quizzes are derived from lectures and readings, regular class attendance is important—especially during class presentations. Failure to attend all such presentations will result in course points being deducted. Make-up exams and quizzes will be given for illness only when the instructor can verify the illness through a nurse and/or doctor. Make-ups for other reasons are at the instructor’s discretion, but will be difficult to obtain. All sports participants must provide official schedules of their activities. No exceptions. Arrangements for make-ups must be made in advance of the absence. Make-up quizzes will be oral. Make-up exams will usually be essay and always different from regularly scheduled exams.

Please keep a record of your grade points. That way you will easily be able to compute how well you are doing in the course on any given day.

Points

Class participation (90 points) _____

(reads assignments and prepared for discussion, enters into discussion)

Team Contribution (90) _____

(carries out team assignments, meets with team, positive attitude)

Assignments (90) _____

(performs well on quizzes, exams, experiential exercises, role playing, execution of exercises)

Projects & exercises (125 points) _____

WEEK ONE

Aug 26

Assignments (due the week scheduled)

Read Section A "Syllabus and Other Orientation Pieces"

Read Section B "’Festival of Voices’ Manual"

Read: Neff, B.D., Integrating leadership process: redefining the principles course, Public Relations Review, in press, 164 (2002), 1-11.

WEEK TWO

Sept 1

-attitudes and perceptions-

1. Public Relations Students: Today Good, Tomorrow Better

STRATEGIST, Vol 5, No. 4, Winter 2000

2. Ten Rules for the Practice of Public Relations in the New Century

TACTICS/January 2000, 29

3. Will Tomorrow’s CEO’s have respect for PR?

PRWEEK, April 3, 2000, 11

4. Worksheet: "What is wrong with this situation?" B.D. Neff, 2000

PRWEEK, July 26-1999, 28

-academic associations-

Association for Education in Journalism and Mass Communication (AEJMC): www.aejmc.sc.edu

International Academic of Business Disciplines (IABD): www.iabd.org

International Communication Association (ICA): www.ica.icahdq.org

National Communication Association (NCA): www.natcom.org

-practitioners & academic associations-

Association of Women in Communication (AWC): www.womcom.org

International Association of Business Communicators (IABC) www.iabc.org

International Association of Public Relations (IPRA): http://ipranet.org

Public Relations Society of America (PRSA): www.prsa.org

International Communication Association (IPRA): www.ipra.org

WEEK THREE

Sept 8

Obj: To appreciate the history of public relations

Section C: Overview

-background-

5. Commission Report, (October 1999)"Background." Public Relations Education for the 21^st Century: A Port of Entry, The Report of the Commission on Public Relations Education, 9-11.

6. Neff, B.D. (1989). The Emerging Theoretical Perspective in PR: An Opportunity for communication Departments, Public Relations Theory, Eds. Botan and Hazleton, Jr. Hillsdale, New Jersey: Lawrence Erlbaum Associates, Publishers, 159-172

7. Bernays’ wishes carried out with PR museum of sorts

-ethics-

8. Joanne Ciulla, Ethicist by Bernie Moser from Bill Moyer's PBS series on Ethics, 117-126.

9. Do journalistic ethics slip through the Net?

PRWEEK, March 13, 2000, 15

10. PR faces the nagging truth: a code of ethics

PRWEEK/March 20, 2000, 11.

11. The Ethical Dilemma of Promoting Spirituality

TACTICS/September 99, 32

-qualifications-

12. Assessment: "Traits Desired by PR Practitioners"

13. Neff, BD., Walker, G., Smith, M., and Creedon, P. Outcomes Desired by Practitioners and Academics, Public Relations Review, 25 (1), 29-44.

WEEK FOUR

Sept 15

Overview

-employment perspectives-

14. Ask the Professor TACTICS/August 1999, 3

15. PR Grads Enter the workplace PRWEEK, May 22, 2000, 13

16. Wider nets needed to catch prized recruits PRWEEK, October 25, 1999, 20

17. PR Salary Report 2000 PRWEEK, March 27, 2000, 25-32

18. School’s Out: PR Agencies reach out to campus kids PRWEEK, August 31, 2000. 14-15

WEEK FIVE

Sept 22

Section D: Phases

-orientation-

1. Neff, B. D. (2000). World-View. Copyright Ó July 2000, 1.

2. Babbie, E. (1986) Paradigms, Observing Ourselves. Belmont, Ca.: Wadsworth, Inc., 29-50. (lecture)

-research-

3. Neff, B.D. Overview of Communication Theory Borrowed by Public Relations from the Social Sciences, Copyright Ó July 2000, 1-8.

4. Neff, B.D. Research From a Public Relations Perspective, Copyright Ó July 2000, 1-14.

-planning-

5. Witmer, D. (2000). Spinning the Web: A Handbook for Public Relations on the Internet, New York: Longman, 39. (lecture)

-execution- (communication/programming)

6. Neff, B. N. (Fall 1998). Harmonizing Global Relations: A Speech Act Theory Analysis of PRForum. Public Relations Review, 24 3): 351-376.

-evaluation-

7. Patten, M. (1998) Writing Items to Collect Factual Information, Questionnaire Research. Los Angeles, CA: Pyrczak Publishing, 9-19. (lecture)

WEEK SIX

September 29

Obj: To understand integrated communication

Obj: To apply IC to the "Festival of Voices"

Interpreting

-professional issues-

1. Selling Strategic PRWEEK, July 9, 2001, 19

2. How will globalization affect the industry? PRWEEK, October 11, 1999, 11

3. Internal comms move from HR to PR PRWEEK, April 17, 2000, 23

4. Results-based PR is opportunity and risk PRWEEK, June 26, 2000, 15

5.PR contends with the rebirth of sports journalism PRWEEK, June 18, 2001, 14

WEEK SEVEN

October 6

-community relations-

6. Neff, B.D. Community Relations Evolving Copyright Ó July 2000, 1-11.

-legal and cultural considerations-

7. Braithwaite, Down O. (1995). "Viewing Persons with Disabilities as a Culture," Voices: A Selection of Multicultural Readings. New York: Wadsworth Publishing Company, 37-43.

8. Targeting people with special needs PRWEEK, August 2, 1999, 8

9. A magazine for women that lives la vida Latina PRWEEK, January 17, 2000, 19

10. Tap into the Latino youth explosion PRWEEK, May 8, 2000, 19

11. Top Spanish shops grew almost 20% in stellar year PRWEEK, August 9, 1999, 7

12. Asian Americans: an untapped gold mine PRWEEK, February 4, 2000, 16-17

13. Black PR alliance kicks off huge voter education push PRWEEK, Sept 1, 1999, 3

14. Clinton names first black speechwriter PRWEEK, September 2, 1999, 1

15. How three black pros broke racial barriers PRWEEK, October 11, 1999, 12

16. Ethnic budgets are rising, but some still fail to spend PRWEEK, September 7, 1999, 7

17. Is a white face hiding the true colors of PR? PRWEEK, June 19, 2000, 9

18. Social Security launches retirement—planning push PRWEEK, September 27, 1999

19. Witeck launches service for untapped gay market PRWEEK, August 16, 1999, 19

20. Kids, adults and media go crazy over Pokemon fad PRWEEK, December 6, 1999, 25.

21.Women value home, family most, study says PRWEEK, April 17, 2000, 11.

22.Good Housekeeping: not just the mag for your mom PRWEEK, December 6, 1999, 25

23. Diversity drives dollars for corporate communications, STRATEGIST, summer 2002, 25-20.

WEEK EIGHT

Oct 13 *Fall Break October 16^th

-Free Lancing-

1. Independents: working with freelance PR professionals PRWEEK, April 24, 2000, 22

-Government-

2. A War of words for the White House PRWEEK, July 17, 2000, 20-21

3. Gov’t communicators look to PR for awareness push PRWEEK, February 28, 2000, 11

4. Spinning in Space PRWEEK, December 4, 2001, 27-28

5. Police group hires Klores for $2120k NYC image work PRWEEK, November 15, 1999, 9

6. EC on PR defensive after blocking GE's buyout plans PRWEEK, July 9, 2001, 3

7. Tourism Industry PRWEEK, January 29, 2001, 34

WEEK NINE

Oct 20

Obj: Team reports on "Festival of Voices" Production

Obj: Role of public relations in non-profits

Section F: Environs

-Non-profits-

8. A PRSSA Partnership Transcends Traditional Cause-Related marketing TACTICS/September 1999, 36

9. America’s Schools Cry Out for PR Support TACTICS/September 1999, 35

10. ASAE realigns PR division to elevate external profile PRWEEK, December 6, 1999, 13

11. Beltway pro alleges Indian group is discrediting him PRWEEK, September 20, 1999, 3

12. Campus counselors PRWEEK, October 25, 1999, 31

13. Girl Scouts overhaul ‘nice’ image with PR PRWEEK, September 20, 1999, 2

14. The reasonable face of environmentalism PRWEEK, December 4, 2000, 12

15. Logging dispute spawns new environmental lobby PRWEEK, October 18, 1999, 9

16. LSU’s Forthcoming Reaction to a Binge-drinking Death on Campus TACTICS/September 1998, 4

17. Polio: the dance and dimes that led to cure PRWEEK, June 28, 1999, 16

18. PRSA conducts search for anti-drug program heads PRWEEK, July 26, 1999, 6

19. Veterans enlist Bonner to heighten political profile PRWEEK, September 27, 1999, 3

20. When your client is God PRWEEK, March 13, 2000, 20-21

WEEK TEN

Oct 27 *Monday and Thursday class meet in FOV final planning teams

Nov 3

Obj: To role-play the FOV festival

Obj: To analyze community relations and FOV

Obj: To analyze crisis communications and FOV

"Festival of Voices" produced on Sunday, November 10^th at 3:00pm in the Union Great Hall. Talent dress rehearsal in the morning.

WEEK TWELVE

Nov 10

21. Biotech messages fail to reach an apathetic public PRWEEK/March 13, 2000, 11

22. The battle of biotech arrives on US shores PRWEEK, May 22, 2000, 13

23. Biotech PR firms must get beyond the hype PRWEEK, February 5, 2001.12

24. Field of bad dreams PRWEEK, July 5, 1999, 17

25. PR serves up organic food PRWEEK, April 24, 2000, 21

26. Corporates take the field PRWEEK, August 2, 1999, 19

27. Euro health fears on McDonald’s PR menu PRWEEK, March 5, 2001, 13

28. Nike still sweats its Far East factory problems PRWEEK, March 5, 2001, 13

29. Soccer team creates new PR post, cites past gaffes PRWEEK, June 19, 2000, 5

30. Titans outshone in a one-sided PR playoff PRWEEK, January 18, 1999, 12

31. Women’s soccer and star striker Hamm score big PRWEEK, July 5, 1999, 13

32. Drinking comes of age PRWEEK, September 25. 1999, 27

33. Employee relations: how much is it worth? PRWEEK, September 1, 1999, 10

34. Can outsiders rebuild internal operations? PRWEEK, February 5, 2001.9

35. 330 jobs cut as Borders reorganizes PR division PRWEEKI, March 5, 2001, 3

36. Cramer-Krasselt adds PR to list of Winn-Dixie services PRWEEK, May 21, 2001, 7

37. Hard Rock Café reviews PR strategy as industry sage PRWEEK, February 14, 2000, 2

38. Microsoft’s PR team: dream or nightmare PRWEEK, September 1, 1999, 9

39. NIRI’s annual report survey finds Web presence, costs on the rise PRWEEK, March 13, 2000, 13

40. Roselyn Bakeries: a recipe for disaster PR PRWEEK, October 18, 1999, 17

41. The NTSB takes Flight 800 lessons to heart PRWEEK May 22, 2000, 14

42. Boning up on osteoporosis PRWEEK, May 31, 1999, 20

43. Ben & Jerry’s pledges to remain true to its heritage, PRWEEK, April 24, 2000, 7

44. Access Hollywood gears up for the Oscars PRWEEK, May 20, 2000, 17

45. Nashville moves beyond music in rebranding effort PRWEEK, November 8, 1999, 5

46.Book publicists take the PR road less traveled PRWEEK, June 24, 2001.15

47.Resumes fly in as Boeing prepares to assumable its comm. Staff in Chicago PRWEEK, July 9, 2001, 7

48. The cost of ignoring the Internet in a crisis, TACTICS, December 2001, 6, 22.

Week Thirteen

Nov 17

-Agencies-

48. Boys & girls clubs selects publicist for probono work PRWEEK, December 6, 1999, 1

49. European firms find PR gold across pond PRWEEK, July 17, 2000, 15

50. $4m pet-rescue project kicks Corsi out of PR nest PRWEEK, August 9, 1999, 4

51. PR firms not fazed by the dot-com fallout PRWEEK, April 24, 2000, 11

52. R’n R Hall of Fame to up PR beat with new agency hires PRWEEK, January 17, 2000, 11

53. Sierra club’s profile driven by volunteers PRWEEK, May 8, 2000, 12

54. The top150 healthcare rankings PRWEEK, June 26, 2000, 26-27

55. Why has environmental pr faded? PRWEEK, December 6, 1999, 26

WEEK FOURTEEN

Nov 24

Thanksgiving Vacation—Have an enjoyable holiday.

Paper due on FOV after vacation

WEEK FIFTEEN

Dec 1

Implementation

-execution: visual, written, verbal-

1. Annual reports get hip PRWEEK, May 31, 1999, 16

2. Advocacy groups use Internet to advantage PRWEEK, January 6, 2001, 11

3. How to reach the cyber-journalists PRWEEK, January 31, 2000, 26

4. Publicity Tool of Tomorrow Arrives Today: The cyber Media Tour TACTICS, July 1999, 20

5. Watching out for problems on the Internet PRWEEK, January 8, 2001, 20

6. Declining interest in the Internet presents challenge PRWEEK, January 29, 2001, 16

7. Cyberjournalism: how to work with online media sites PRWEEK, June 12, 2000, 26

8. Answering Your SMT Questions TACTICS/JULY 1999, 23

9. Are You Ready For A Communications Audit? TACTICS/AUGUST, 1999, 19

10. Attention! How to get on journalists’ radar screens PRWEEK, May 22, 2000, 22

11. Before you launch, test, test, test your message PRWEEK, November 15, 1999, 42

12. Bronze Anvil Winners, TACTICS/September 1999, 13-26

13. How to create a top-notch PSA PRWEEK, July 26, 1999, 21

14. How to make your PSAs stand out from the crowd PRWEEK, May 1, 2000, 22

15. Keeping the customer out of the dark PRWEEK, June 25, 2001, 32

16. Analyzing press clippings PRWEEK, July 16, 2001, 18

17. Out of the slush and into print PRWEEK, February 5, 2001, 18

18. Organizing a last minute press conference PRWEEK, December 4, 2001, 36

19. Speaking Out: Special Report on Speakers Bureaus TACTICS, April 1999, 16

20. Stovall, J. (1998). Writing for Public Relations, Writing for the Mass Media. New York: Allyn & Bacon, 322-326.

21. Tailoring the press release to different audiences PRWEEK, April 3, 2000, 22

22. Taking your press conference online PRWEEK, August 16, 1999, 36

23. The creative revolution PRWEEK, April 24, 2000, 18-19

24. The many and varied uses of humble press clippings, PRWEEK, 76

25. Trade Shows: Make Them Worth the Investment TACTICS, September 1999, 10-11

Dec 8 *Saturday, Dec 13 Reading Day

Obj: To understand the role of assessment in public relations

Obj: To learn how to conduct effective assessment approaches

-assessment-

26. Are we close to "holy grail’ or reputation? PRWEEK, November 15, 1999, 18

27. Get off my back; or, putting press clippings into perspective, PRWEEK, March 27, 2000, 38

28. Protecting Your Clients From Focus Groups TACTICS, August 1999, 21

29. Seek and Ye shall Find: The Search Engine spectrum, TACTICS, August 1999, 18

30. The race to measure reputation PRWEEK, May 31, 1999, 14

31. The top five PR agency Web sites: which one is the best? PRWEEK, March 20, 2000, 21

32. Using the chat room as a market research channel PRWEEK, March 13, 2000, 26

33. Whasssuuup! How to get spin-off PR from commercials, PRWEEK, June 19, 2000, 18

34. Who’s spinning who? PRWEEK, September 20, 1999, 14

Note: Spring courses offered in public relations:

Comm. 368 Public Relations Theory in Practice (on-line course developing portfolio)

Comm 374 Advanced Public Relations (case studies—two sections)

Comm 376 Crisis Public Relations

Comm 490 PR/OL Topic in Public Relations (Research Seminar taught on-line)

Final Exam: MW Class--10:30am-12:30pmTu, Dec 17 Rm 108