Spring 2015

IDAP 300.03: Principles of Public Relations

Tuesdays, 7:15 p.m.10:00 p.m.
St. Roberts Hall 239
Professor: Alissa Zito, Lecturer
Office: St. Roberts Hall 364
Office Hours: Tuesdays, 6:00-7:00 p.m. and by appointment
Email: [email protected]
Course Description
Principles of Public Relations is an introductory course that overviews the strategies, concepts,
theories, practices and history of public relations.
Required Texts
Wilcox & Camerons Public Relations: Strategies and Tactics (11th Edition)
The Associated Press Stylebook 2014 (Associated Press Stylebook and Briefing on Media Law)
2nd Edition

Texts should be brought to class each week.

IDAP Learning Outcomes
Upon graduation, students who have taken IDAP courses:
Should KNOW:
1. Basic and foundational perspectives, theories, research methods, models, vocabularies,
concepts, and jargon for an entry into a career in public relations.
2. The role of public relations in society, communities, industries, and organizations.
3. The types of careers available in public relations.
Should be able TO:
1. Demonstrate the ability to write various types of messages using Associated Press style
guidelines.
2. Craft effective public relations messages using contemporary types of electronic and social
media.
3. Create public relations plans for a variety of types of clients and situations.
4. Evaluate news for public relations implications.
Should VALUE:
1. The relationship between public relations practices, professional ethics standards, and the
law as expressed in the standards set forth by professional public relations organizations.
2. Their responsibility to develop strategies to guide their own career opportunities in public
relations, including the development of traditional and electronic portfolios.
3. Continued opportunities for learning as demonstrated by keeping abreast of current
events in the news and public relations through participation in student and professional
public relations organizations and public relations publications, including blogs,
magazines, and academic journals.
IDAP

300.03 Learning Outcomes

Understand public relations and its role in society and business
Understand basic public relations concepts, tactics and careers
Think critically about and evaluate strategies of persuasiveness
Begin a public relations portfolio that serves as a foundation for future public relations
courses and careers

Grading Scheme
Final Project: Public Relations Portfolio and Presentation
-Drafts of 10 elements of the portfolio will be due throughout the
semester and worth 5 points each. Students will receive 5 points
for submitting a quality draft on time. A draft that requires
substantial editing will receive 3 points. Missing or late drafts will
receive 0 points.
-Students will make a final presentation during class worth 50
points.
-Students will submit the final portfolio worth 225 points.
-Details and grading rubric will be handed out and discussed
during class.

325 points

4 Tests @ 75 points each

-5 tests will be given during class
-lowest score will be dropped
-no makeup tests
Attendance @ 10 points a class
-students must attend full class to receive full points
-Weeks 1, 6 and 16 do not include attendance points
Class Participation @ 10 points a class
-quality participation in class discussion and activities will receive
full points
-Weeks 1, 6 and 16 do not include participation points
12 This Week in PR Exercises @ 10 points each
-Assignments must be typed, stapled, submitted on time during
class, include thoughtful analysis, and shared in class to receive
full points. Assignments turned in via email will not receive full
credit, unless previously agreed upon.
-Week 6s assignment will be worth 5 points as it will be
submitted via e-mail and not presented in class
Total:

300 points

130 points

130 points

115 points

1,000 points
9301,000 points earn at
least an A
900929 points earn at least
an A899870 points earn at least
a B+
869830 points earn at least
aB
829800 points earn at least
a B799770 points earn at least
a C+
769730 points earn at least
aC
729700 points earn at least
a C699651 points earn at least
aD
< 650 points earns at least
an F

Instructional Methods
The course will include the following elements:
This Week in PR A weekly exercise that will ask students to apply a concept from the
course to real world examples via the enclosed template. The typed document and
stapled example from the week will be shared and is due at the start of class. Students
will be asked to present their example and findings during class. Assignments or articles
turned in via email will not receive full credit, unless previously agreed upon. Presentation
points may not be made up.
Lectures and discussions A discussion of the assigned reading material and other
relevant PR topics

Guest speakers PR professionals representing different practices will join the class to
share their experiences and insights
Tests Will evaluate understanding of required reading and class discussions
Final project - Will simulate the Request for Proposal strategic and creative process
that is an aspect of actual PR work. Early in the semester, students will select a client
(selecting an LMU-related organization, campaign or event is encouraged). Throughout
the course, students will create a PR portfolio showcasing work they have done for the
client including a pitch email, press release, media alert, news clippings, fact sheet, PR
plan, research, social media plan and press kit with publicity photos and bio(s). On May 5,
students will make a pitch to a prospective client using the portfolio to show examples of
their work. The portfolio must be handed in at the completion of the presentation.

Please type all assignments in Calibri font and ensure your first and last name is on the top of the
first page. Any assignments requiring multiple pages must be stapled.
LMU Credit Hour Policy
3 credit hour (unit-semester hour) courses in the College of Communication and Fine Arts will
require the student spend a minimum of 6 hours a week, on average *, outside of class time
researching, applying, and otherwise investigating the material presented during class time. In
some cases, this work will involve discussion with classmates and/or independent study,
reflection, reading, and writing. In other cases, this work may also involve preparing of oral
presentations or practice in cultivating skills that are requisite to an art form. This work may also
take the form of creative engagement in an artistic or service/community-based learning project.
The final grade will reflect both attendance and participation during class as well as work outside
class. To both support and augment learning, students may consult with the instructor during
regularly scheduled office hours. Additionally, a variety of resources and support services are
available, including but not limited to: the holdings and staff of the William Hannon Library, the
staff and workshops at the Academic Resource Center, contemplative and service retreats
sponsored by a variety of on-campus organizations, and a range of varied university events (e.g.,
lectures, symposia, exhibits, and performances).
One student may spend more (or less) time with a given assignment than another. Furthermore,
there are cycles in the term where one week may be rather quiet but the demands of the next
week exceed the minimum of 6 hours of work. The syllabus will outline the projects of the term
and the professor will discuss the arc of workload during the semester.
Tests and Final Project
Five tests will be given during class time throughout the semester (see dates in course schedule
later in this syllabus). The instructor will drop the students lowest-scoring test, and only a
students top-4 test scores will factor into the final grade. As a result, no makeup tests will be
given.
The final project will include a presentation and a portfolio to be submitted. All presentations will
take place during class on Tuesday, May 5, between 7:15-10:00 p.m. Portfolios will also be
submitted at this time.
Email Communication
At times, the instructor will communicate with the entire class using campus email systems, so it
is essential that you regularly check your lion.lmu.edu email address or forward your lion account
email to your preferred email address.
Expectations for Classroom Behavior
Respect for Self and Others: As an LMU Lion, by the Lions Code, you are pledged to join the
discourse of the academy with honesty of voice and integrity of scholarship and to show respect
for staff, professors and other students.

Electronic Devices: Please turn off and put out of sight electronic devices during class time. The
interruptions and/or distractions they cause disrupt class and interfere with the learning process.
Laptops/tablets will be permitted for note-taking purposes during class lectures and discussions.
Devices during guest speakers presentations and This Week in PR discussions will not be
allowed.

Attendance and Participation

Class attendance and quality participation will count for more than 25% of a students grade.
Class will begin promptly at 7:15 p.m. Students who do not attend the full class session will not
receive full attendance points. Participation points will be based on quality participation in class
discussions and activities.
Academic Honesty
Academic dishonesty will be treated as an extremely serious matter, with serious consequences
that can range from receiving no credit for assignments/tests to expulsion. It is never permissible
to turn in any work that has been copied from another student or copied from a source (including
Internet) without properly acknowledging the source. It is the students responsibility to make
sure that his/her work meets the standard of academic honesty set forth in the LMU Honor Code
and Process which appears in the LMU Bulletin.
Special Accommodations
Students with special needs who require reasonable modifications, special assistance, or
accommodations in this course should promptly direct their request to the Disability Support
Services (DSS) Office. Any student who currently has a documented disability (ADHD, Autism
Spectrum Disorder, Learning, Physical, or Psychiatric) needing academic accommodations should
contact the DSS Office (Daum Hall 2nd floor, 310.338.4216) as early in the semester as possible.
All discussions will remain confidential. Please visit www.lmu.edu/dss for additional information.
Emergency Preparedness
To report an emergency or suspicious activity, contact the LMU Department of Public Safety by
phone (x222 or 310.338.2893) or at the nearest emergency call box. In the event of an
evacuation, follow the evacuation signage throughout the building to the designated safe refuge
area where you will receive further instruction from Public Safety or a Building Captain. For more
safety information and preparedness tips, visit http://www.lmu.edu/emergency.
Tentative Nature of the Syllabus
If necessary, this syllabus and its contents are subject to revision; students are responsible for
any changes or modifications distributed in class and/or via email.
Course Schedule
Week 1 January 13
Class
Welcome to Principles of Public Relations
Complete intake survey
Review syllabus
Introduction to AP Style Guide
Prep
Required reading: Chapter 1 What is Public Relations and Chapter 2 The Evolution of
Public Relations
Week 2 January 20
Class
Lecture: What is PR and how has it evolved?


Prep

Introduction to This Week in PR assignments

Required reading: Chapter 3: Ethics and Professionalism and Chapter 4 Public Relations
Departments and Firms
This Week in PR #1

Week 3 January 27
Class
This Week in PR #1 due
Lecture: Ethics and working as a PR professional
Prep

Required reading: Chapter 5 Research and Chapter 6 Program Planning

This Week in PR #2
Prepare for Test #1

Week 4 February 3
Class
Test #1 on Role: Chapters 1-4
This Week in PR #2 due
Lecture: Research and program planning during the PR process
Prep
Required reading: Chapter 7 Communication and Chapter 8 Evaluation
This Week in PR #3
Draft of evidence of research for final portfolio
Draft of PR plan for final portfolio
Week 5 February 10
Class
This Week in PR #3 due
Draft of evidence of research for final portfolio due
Draft of PR plan for final portfolio due
Lecture: Executing and evaluating the PR process
Guest speaker: PR and community relations
Prep
This Week in PR #4
Draft of clippings for final portfolio
Week 6 February 17 (remote)
Class work remotely and submit the following by 10:00 p.m. via email:
This Week in PR #4
Draft of clippings for final portfolio
Prep
Required reading: Chapter 12 Public Relations and the Law and Chapter 13 The Internet
and Social Media
This Week in PR #5
Prepare for Test #2
Week 7 February 24
Class
Test #2 on Process: Chapters 5-8
This Week in PR #5 due

Prep

Lecture: Social media and the law

Guest speaker: social strategy
Required reading: Chapter 9 Public Opinion and Persuasion, Chapter 10 Conflict
Management: Dealing with Issues, Risks, and Crises and Chapter 11 Reaching Diverse
Audiences
Draft of social media plan for final portfolio
This Week in PR #6

Week 8 March 3
Class
This Week in PR #6 due
Draft of social media plan for final portfolio due
Lecture: Persuading the public , managing conflict and reaching diverse audiences
Guest speaker: reaching diverse audiences
Prep
Required reading: Chapter 14 Preparing Materials for Mass Media
This Week in PR #7
Prepare for Test #3
Week 9 March 10
Class
Test #3 on Strategy: Chapters 9-13
This Week in PR #7 due
Lecture: PR tools used for mass media
Prep
Required reading: Chapter 15 Radio and Television and Chapter 16 Meetings and
Events
This Week in PR #8
Draft of pitch email for final portfolio
Draft of press release for final portfolio
Draft of media alert for final portfolio
Draft of fact sheet for final portfolio
Draft of publicity photos for final portfolio
Week 10 March 17
Class
This Week in PR #8 due

Prep

Draft of pitch email for final portfolio due

Lecture: Using radio and television and events to spread your PR message
Guest speaker: Casey Armijo, entertainment marketing manager, InStyle magazine
Required reading: Chapter 17 Corporations
This Week in PR #9
Prepare for Test #4

Week 11 March 24
Class
Test #4 on Tactics: Chapters 14-16

Prep

This Week in PR #9 due

Draft of press release for final portfolio due
Lecture: Corporations
Required reading: Chapter 19 Politics and government and Chapter 20 Global Public
Relations
This Week in PR #10

Cesar Chavez Day No Class March 31

Week 12 April 7
Class
This Week in PR #10 due
Draft of media alert for final portfolio due
Draft of fact sheet for final portfolio due
Lecture: PR in global corporations and government
Guest speaker: public information director
Prep

Required reading: Chapter 18 Entertainment, Sports and Tourism

This Week in PR #11

Week 13 April 14
Class
This Week in PR #11 due
Draft of publicity photos for final portfolio due
Lecture: PR for entertainment, sports and tourism
Guest speaker: entertainment
Prep

Required reading: Chapter 21 Nonprofit, Health and Education

This Week in PR #12
Draft of executive bio for final portfolio

Week 14 April 21
Class
Draft of executive bio for final portfolio due
This Week in PR #12 due

Prep

Lecture: PR in nonprofits, health and education

Guest speaker: Michael Miller, communications specialist, Cedars-Sinai
Final project presentations and portfolios
Prepare for Test #5

Week 15 April 28
Class
Test #5 on Application: Chapters 16-21
Complete exit survey/instructor evaluation
Prep for final project presentations and portfolios
Final project presentations and portfolios

Week 16 May 5
Class
Final project presentations and portfolios due

THIS WEEK IN PUBLIC RELATIONS

NAME
CLIPPING DATE
OUTLET
TOPIC
SUMMARY OF STORY AND PR CONCEPT/TACTIC

EVALUATION OF PR STRATEGY USED