COMMUNICATION STUDIES 463 Communication and Public Relations
	Fall Semester 2009 Tuesday/Thursday 8 a.m. in Main 116B

• Office: Campus House -- Phone: x1347 -- E-mail: mjohns @ luther.edu
• Office hours: (see my schedule)

LINKS

		Schedule of readings, topics, & assignments (KATIE site)			Guth & Marsh textbook site: Chapter reviews, etc.
		Public Relations Society of America Cedar Valley Chapter			Writing Resources
		International Association of Business Communicators			Luther College homepage

This advanced course will introduce you to the history, theory, and practice of public relations. You will learn about the profession and its interface with society, and develop a problem-solving approach to on-the-job situations that a public relations practitioner is likely to encounter.

OBJECTIVES

• Each student will develop an understanding of the roles and functions of PR that is based in theory and ethical practice rather than in stereotypical reactions.
• Each student will appreciate the development of PR theory and practice over time and recognize the influence of technological and social events in bringing about changes.
• Each student will begin to demonstrate a practical ability to strategically address practical public relations problems.

COURSE FORMAT

This class meets for lecture and discussion twice each week. Students who are not present at class sessions deprive themselves of information provided by the instructor that will be essential to successful completion of the course. Even more, they also deprive their classmates of the opportunity for interactive discussion and the sharing of experiences, opinions, questions, arguments and ideas. Each member of the class is expected to prepare for class by completing the readings and other assignments for the day, to be on time, and present for the entire class period.

In addition, this class involves a group project in which the group will serve as a public relations agency team working for an off-campus client. This is real-world experience of immense value to students, but it also puts students into a position of representing Luther College to an external audience. Students who do not carry out their responsibilities in this exercise not only deprive themselves of the experience, but hamper the group effort and put the College in an awkward position. Grade penalties for failure to participate fully in this project will be severe.

READINGS

Reading assignments are noted on the schedule posted on the class KATIE site.

• The primary text will be Public Relations: A Values-Driven Approach by David W. Guth and Charles Marsh (4th edition, Allyn & Bacon, 2009; ISBN 978-0-205-56945-8).
• Also strongly recommended is the Associated Press Stylebook (latest edition is 2009, edited by Darrell Christian, Sally Jacobsen and David Minthorn; ISBN 978-0-917360-53-4, but any edition in the past five years is fine). These texts are available in the book store and should be obtained before the beginning of the second class session.

Additional readings, as noted on the schedule, will be distributed in class and/or made available on library reserve or on the class web site.

ADDITIONAL RESOURCES

Computer skills are not optional for communication professionals, therefore this course will force you to practice those skills. Each student needs an e-mail account. This is the best way to communicate with classmates and instructor between classes. It is essential that you have access to the class KATIE site, http://katie.luther.edu

OBLIGATIONS, ASSIGNMENTS AND GRADING

Your overall grade for the course will be based on a scale of 1200 points calculated from:

• Reading & Participation: Being present, on time, prepared and engaged with the subject material in class discussions. May include pop quizzes or in-class assignments (100 points).
• Writing: Various practice news releases, newsletters, brochures, pitches, etc., as assigned, graded on adherence to standard form, use of proper style, attention to detail and quality of writing (200 points total).
• Projects: A group service learning project to be explained in class. You will be assigned to a local non-profit organization as your actual PR client (300 points total).
• Case Studies: Two (of three) papers prepared according to the format provided, each outlining your proposed solution to a practical PR problem. Cases will be will be graded on the basis of clarity, intelligent application of course concepts, strength and originality of ideas, and attention to detail in writing (100 points each, 200 points total).
• Quizzes: Four (of five) in-class quizzes (25 points each, 100 points total).
• Tests: Midterm and Final exams (150 points each, 300 points total).

A complete schedule of all assignments, deadlines and exams is posted on the class web site, and will be kept up to date as any changes or adjustments are made through the semester.

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