Mass Communication 430
Public Relations Practice and Case Studies
Spring 2005 – 4M
(101-E Talbot)
Nicki Boudreaux, M.S.
Office: 100 B Talbot
Phone: (985) 439-2537
Email: nicki.boudreaux@nicholls.edu
Office hours: M-W-F 9:40-10:35 (3M); T-Th 8:30-10:20 (2T), 1:00-3:30; and by appointment
1. Course description: Theory, research, concepts, case studies and the execution of regular and special projects. This course is designed to expose students to many facets of public relations practice. Students learn about the field and engage in critical analysis of public relations situations through studying public relations case histories, engaging in class discussions and debates, and executing written and oral assignments.
2. Course prerequisites: MACO 252, 322, 330 (Each with a grade of C or better.)
3. Course objectives:
¬ Students will demonstrate knowledge pertaining to the practice of public relations in a variety of areas including professional issues related to the field, history, ethics, diversity, media relations, publicity, crisis management, writing, the public relations process, issues management and strategic persuasion techniques.
¬ Students will demonstrate writing abilities, oral presentation skills and critical thinking ability.
¬ Students, through the study, discussion and testing of case studies, will apply knowledge of public relations activities and issues to Òreal worldÓ situations.
¬ Students will demonstrate a knowledge of ethical practices and diversity in public relations through case study examples and class discussion.
¬ Students will use the Internet to access information data banks for information retrieval and e-mail use.
4. Materials and Textbooks:
¬ Public Relations Cases, 6th Edition, Jerry A. Hendrix (Thompson/Wadsworth, 2004).
¬ The instructor may place materials on reserve in Ellender Library. Students will be required to visit the library to copy those materials.
¬ Students should have a binder to keep copies of reading materials and case studies that are not in the textbook.
5. Course Requirements:
¬ Class Procedure and Student Participation: Class time will be composed of lecture, questioning students directly on reading material, class discussion and exercises, student presentations, guest speakers, videotapes and other techniques appropriate for the course. Participation and attendance are required and will constitute 10 percent of the course grade.
¬ Attendance: Attendance and punctuality are expected at all class meetings. All missed classes hurt your potential to do well in this class. Excessive missed classes will result in failure of the course. Tardiness is a disservice to yourself and your classmates. Being tardy after roll call will result in a recorded absence.
¬ Make-up Policy: Being absent, excused or otherwise, does not excuse students from assignments due the missed class. Make-ups will only be allowed when absences are excused by the instructor or the appropriate university office. It is the responsibility of the student to approach the instructor to schedule make-up appointments.
¬ Readings: Students are expected to read all assigned materials prior to each class period. Reading prior to class is essential. An unannounced quiz on reading materials may take place at the beginning of any class period.
¬ Blackboard: This course may use Blackboard software. You are required to check the Blackboard site for this class at least every other day. You are responsible for all materials posted to the Blackboard site.
¬ News Consumption:
1. Read any two newspapers weekly, in addition to The Nicholls Worth
2. Watch or listen to national broadcast news programs at least three times a week
3. Watch or listen to local public affairs programs at least twice a week
6. Academic Honesty: Plagiarism and other forms of dishonesty will be dealt with severely, the minimum penalty being failure of the course.
7. Thoroughness: Students must complete all the work (i.e. tests, projects, presentations, papers, productions, writing assignments, etc.) required for the course. Completion of all required work does not guarantee a passing grade. Failure to complete any required work will result in a grade of F in the course.
8. Exams and Assignments:
¬ Exams: There will be one mid-term and one non-comprehensive final exam in this course. Exams will be essay and constitute 40 percent of the course grade. Quizzes will be used when needed. Note: Make-up exams will be given at the discretion of the instructor.
¬ Presentations and Projects: Oral and written student reports and projects will be worth 50 percent of the course grade. All students are required to research one case history and produce a written and oral presentation regarding that case. Additional smaller written and oral assignments will be assigned throughout the semester. Each project will be accompanied by written or oral instructions from the instructor.
¬ Assignments/class discussion/participation: Students are expected to turn in all assignments, to read the outside readings and book chapters, and to be aware of current developments in the field so that they can coherently discuss issues in class. The essential point is that homework and class participation is crucial and will be noted throughout the course. [Reminder: Class participation [useful] and attendance will constitute 10 percent of the course grade.]
¬ Format: ALL out-of-class assignments must be typed, Times 12 pt., double spaced, 1 in. margins. NO EXCEPTIONS.
9. Method of Evaluation: All grading is on a 10 point scale. The course breaks down as follows:
Mid-term Exam 200
Final Exam 200
Case Study Report 200
Case Study Oral Presentation 100
Writing and Research Assignments 100
Other writing assignments and quizzes 100
Participation-Attendance/Discussion 100
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Total Possible Points 1000
10. Requirements: Students must complete all work on time. Late assignments will NOT be accepted unless the student provides an excuse that is approved by the instructor and the appropriate university office.
11. Etiquette/Class Conduct: All cellular telephones, beepers and other noise-making, disrupting devices must be silenced during class. NO ONE should answer a cell phone during class! If a disruption occurs, the instructor reserves the right to answer the call or to instruct the student to leave the class. Students may be penalized for disruption and must receive permission from the instructor to return to the class. These devices will be allowed only for emergency purposes and the student must receive prior permission from the instructor. No children or other visitors will be allowed in class due to University liability policies.
This course encourages the free exchange of opinions and ideas as class discussion is an integral part of the course. Everyone is expected to be respectful of one another, the instructor, and any guest lecturers in the classroom.
12. Portfolios: A portfolio is required of every mass communication student. The student's portfolio will be presented and graded in the capstone course of the student's emphasis. Further details on the portfolio may be found in the MACO Student Handbook. All work in MACO courses should be corrected and archived on disk and in hard copy for possible inclusion in the portfolio.
13. Disability Services: Any student that has a documented disability that requires assistance needs to register with the Office of Disability Services for coordination of your academic accommodations. The Office of Disability Services is located in Peltier Hall, Room 100-A. The phone number is (985) 448-4430 (TDD 449-7002)
Week 1 (Jan. 18-24)
Week 2 (Jan 24-28)
Week 3 (Jan. 31-Feb. 4)
Week 4 (Feb 11)
Week 5 (Feb 14-18)
Week 6 (Feb 21-25)
Week 7 (Feb. 28-Mar. 4)
Week 8 (Mar. 7-11)
Week 9 (Mar 14-18)
Week 10 (Mar 21-25)
Week 11 (Mar 28-Apr. 1)
Week 12 (Apr 4-8)
Week 13 (Apr 11-15)
Week 14 (Apr. 18-22)
Week 15 (Apr 25-29)
FINAL EXAMS (TBA week of May 2-6)