SYLLABUS FOR COM 345-PUBLIC RELATIONS

Term:  Fall 2006 (August 28, 2006-December 9, 2006) M 7-10:00 PM

Course Number: COM 345X

Instructor:  Dawn T. Muhammad, M.A., M.S., Ph.D.

Office:  504

Office Phone: (Indiana) 219-473-4350; (Illinois) 773-721-0202, ext. 350

E-mail: dmuhammad@ccsj.edu                           

Office Hours:  By Appointment Only

Instructor Biography: My name is Dawn Muhammad. I am currently the Director of the Communication Program here at Calumet College of St. Joseph.  Prior to CCSJ, I was the Campus College Chair for General and Professional Studies at the Chicagoland Campuses of the University of Phoenix (UOP) in The Artemis School. Prior to UOP, I worked at a plethora of colleges and universities in an adjunct capacity.

Course Description: The course examines all aspects of event planning, media coverage, social impact, and public opinion directed toward the business community. Cross-listed with MFA 345

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Textbook:  The Practice Of Public Relations-10^th Edition (Fraser P. Seitel)

Public Relations is based upon four overriding principles:

1.     Public relations is the management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends.

2.     The building of effective relationships can be summarized using a six-step process -- SMARTS Relationship Building -- in which you

1.  Scan -- scan the environment in order to determine the
        current state of relationships and communication patterns,

2.  Map -- develop a strategy in which
        you set symbolic and behavioral goals and objectives,

 3. Act -- develop an action plan, conduct a
        trial/pilot study of the action plan, and assess initial effectiveness,

4.  Rollout -- implement the
        action plan designed to enhance symbolic and behavioral actions of key public members, 
        5.  Track -- to determine influence that organizational sponsorships and activities have had on
        key public member perceptions and behaviors, and

 6.  Stewardship – carefully overseeing the expenditure of time, effort, and money.  In a public relations campaign, you will be required
        go through each of these steps in an exhaustive, thorough manner.

3.    Organizations and key publics have relationships with key publics that must be managed toward the goal of mutual benefit.  Failure to manage these relationships can influence key public member attitudes toward the organization, and, ultimately the level of loyalty that is expressed.

4.    In order to build relationships, you have to understand the needs of your key publics.  Thus, primary and secondary research must be conducted.

Following the successful completion of this course, you will understand:

 1.     The components of a public relations campaign.

 2.     The role of technology in the practice of public relations.

 3.     The role of strategic planning in public relations campaigns.

 4.     Techniques for setting objectives and creating a strategic plan.

 5.     The reasons for using different strategies for internal and external publics.

 6.     The issues involved in product campaigns.

 7.     The issues involved in information campaigns.

 8.     The issues involved in special events campaigns.

 9.     The issues involved in crisis communication.

 10.   Analysis and measurement issues.

 11.   What goes into the creation of a Silver Anvil Award Winning Campaign?

Learning Strategies: Lectures, handouts, individual speeches, group critiques, reading of textbook chapters, quizzes, small and large group activities, online discussion forum.

Assessment:

Class participation/collaboration/attendance/assignments         40 % of grade

Case Studies                                                                            40 % of grade

Final Project                                                       20% of grade

Grading Scale:  A student’s final grade is based on holistic evaluations of the above components; no point system is used.  Students will receive a number grade on their based on checklists of specified criteria for content, organization, and delivery.  

Format for Written Assignments:  Outlines should be done on standard 8-1/2 by 11 paper. 

Class Policy on Attendance:  Normally, because of the laboratory nature of this course, missing more than two weeks (four sessions) of class will lower a student’s final grade one letter or at the discretion of the instructor.  This policy does not distinguish between excused and unexcused absences.  A student is responsible for material covered and assignments given in any class missed. 

Class Policy on Electronic Devices: Cell phones, beepers, and pagers are to be turned off during class.  Exception:  unusual circumstances cleared with instructor ahead of time.

Blackboard: Electronic communication has become the new standard in many environments.  As such, we will supplement our course with blackboard and email.  As a CCSJ Student, you have an email account but you have to activate it in order to use it. If you have not done so already, click on http://www.ccsj.edu/library/email.shtml to view instructions on how to activate your e-mail account.

Students may activate their e-mail account at the Whiting campus or activate/manage the email account online. 

On the days that we meet online in lieu of class, you are to complete the respective assignment AND quizzes. 

DATE	FACE TO FACE (ROOM 205)	BLACKBOARD (www.ccsj.edu)
Week 1	ICEBREAKERS INTRODUCTION OF THE COURSE BLACKBOARD ORIENTATION LECTURE CHAPTERS 1 & 2
Week 2		ACTIVATE YOUR EMAIL ACCOUNT UPDATE YOUR EMAIL ACCOUNT IN BLACKBOARD  CHANGE YOUR BLACKBOARD PASSWORD TAKE CHAPTER 1 & 2 QUIZZES EXECUTIVE SUMMARY DUE
Week 3	LECTURE- CHAPTERS 3, 4 & 5 CASE STUDY 1 LAST DAY TO REGISTER AND/OR CHANGE CLASSES
Week 4		TAKE THE CHAPTER 3, 4 & 5 QUIZZES COMMUNICATION PROCESS & BACKGROUND DUE
Week 5	LECTURE-CHAPTERS 6 & 7 CASE STUDY #2 DUE
Week 6		TAKE CHAPTER 6 & 7 QUIZZES SITUATION ANALYSIS & MESSAGE STATEMENT DUE
Week 7	LECTURE-CHAPTERS 8, 9 & 19
Week 8		TAKE CHAPTER 8, 9 & 19 QUIZZES AUDIENCES AND KEY MESSAGES DUE
Week 9	LECTURE-CHAPTERS 10, 11 & 12 CASE STUDY #3
Week 10		TAKE CHAPTER10, 11 & 12 QUIZZES IMPLEMENTATION DUE
Week 11	LECTURE-CHAPTERS 13, 14 & 15 CASE STUDY 4 DUE
Week 12		TAKE CHAPTER 13, 14 & 15 QUIZZES BUDGET DUE
Week 13	LECTURE-CHAPTERS 16, 17 & 18
Week 14		TAKE CHAPTER 16, 17 & 18 QUIZZES MONITORING AND EVALUATION DUE
Week 15	PUBLIC RELATIONS PLAN PRESENTED AND SUBMITTED

Classroom Decorum:  Students should act toward each other in a cooperative, constructive, respectful manner.  Personal or derogatory remarks are out of place.  One person talks at a time.  This rule not only applies to instructor and student presentations but also to discussions and critiques.  Sleeping and socializing are out of place during class. 

Students are expected to come to class on time.  Leaving and re-entering the room during class is not permitted except in unusual circumstances.  Food is not allowed in the classroom except for use in Demonstration speeches.  

The instructor first gives a student who engages in any inappropriate behavior a verbal warning.  If the behavior continues, the instructor may ask the student to leave the class.  To be allowed back in, the student must first meet with the instructor, acknowledge that the behavior is inappropriate, and agree not to engage in it again.  If the student continues to exhibit offending behavior, the instructor may request an administrative withdrawal, which requires approval by the Academic Dean. 

Center for Academic Excellence: Tutoring assistance is free to all students of Calumet College of St. Joseph. Call the Center for Academic Excellence (CAE), to make an appointment at 473-4287. The Center has experienced and well-trained tutors in most subject areas to help students who are struggling in a course or who are doing well and would like to do better. Regular weekly tutoring sessions are likely to improve your grade.

Statement of Plagiarism: If an instructor or other Calumet College of St. Joseph personnel find that a student has plagiarized or been involved in another form of academic dishonesty, the instructor or other personnel may elect to bring the matter up for judicial review. The maximum penalty for any form of academic dishonesty is dismissal from the College. The procedures for judicial review are listed under the section of CCSJ handbook that addresses student grievances.

Please note: Calumet College of St. Joseph subscribes to Turnitin.com and all papers can and may be submitted for checks on plagiarism from the Internet/Electronic sources/Databases.

Citation Guidelines: Calumet College of St. Joseph adheres to citation guidelines as prescribed by the particular discipline (i.e., MLA, APA, and Chicago Manual of Style or Turabian).  My preference, of course is APA.  All of these guidelines are available in the Calumet College of St. Joseph library or bookstore.  These texts outline how to cite references from a variety of sources, including electronic media.

Withdrawal from Classes Policy: After the last day for class changes has passed (see College calendar), students may withdraw from a course in which they are registered with permission from the faculty member conducting the course. A written request detailing the reason(s) for the withdrawal must be filed with the Registrar. The Registrar must receive written request for withdrawal by the last day of classes prior to the final examination dates specified in the catalogue. Written requests may be mailed to the Registrar or faxed to the College fax number 219-473-4259. Students are to make note of the refund schedule when withdrawing from courses. The request is forwarded to the faculty member, who makes the final determination to accept or deny the request. If the request is honored, the student will receive notification of official withdrawal; if denied, the notification will indicate why the withdrawal is disallowed.

“I” (“Incomplete”) grades:  “I” grades because of missing assignments are not automatic but must be requested.  Requests should include the reason for the missing work and the plan to make it up.

Statement of Plagiarism: If an instructor or other Calumet College of St. Joseph personnel find that a student has plagiarized or been involved in another form of academic dishonesty, the instructor or other personnel may elect to bring the matter up for judicial review. The maximum penalty for any form of academic dishonesty is dismissal from the College. The procedures for judicial review are listed under the section of CCSJ handbook that addresses student grievances.

Calumet College of St. Joseph adheres to citation guidelines as written in the Publication Manual of the American Psychological Association, Fourth Edition. A copy is available from the Calumet College of St. Joseph bookstore. This text outlines how to cite references from a variety of sources, including electronic media.

Administrative Withdrawal: To protect a student from failing a course, a faculty member may initiate an administrative withdrawal of a student who misses two or more consecutive weeks of classes.

Academic Alerts:  

In an effort to keep you informed of serious problems affecting your ability to pass this course, students who are in jeopardy of not passing may receive an Academic Alert to notify them of the situation and the remedial actions they should take to put them in good academic standing.

School Closing Information:

Internet: http://www.ccsj.edu

http://www.EmergencyClosings.com

Facility: Calumet College of St. Joseph

Phone: 219.473.4770

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