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McCorkindale \u2013 PR for Nonprofits
1

CDAE 195: Public Relations for NonProfits
University of Vermont
Summer 2009 \u2013 CRN: 60160

Professor: Dr. Tina McCorkindale, Assistant Professor, Dept. of Communication, Cal
Poly Pomona University

Office Hours: By appointment
E-mail:tmcarroll@csupomona.edu
Webpage: (includes some course documents)http://www.csupomona.e du/~tmcarroll/

Welcome to Public Relations for Nonprofits! While this class will be challenging, you will learn a great deal about the role of public relations in nonprofits. Please feel free to talk to me if you have any issues throughout the course.

Course description: Discussion of current public relations practices in nonprofit

organizations. This course offers a culminating experience in nonprofit public relations
program planning and preparation. We will develop conceptual insight and understanding
of how communication programs can be used to attain nonprofit objectives that are
associated with a change in the informational, attitudinal, or behavioral traits of select
audiences. The course will also focus on two important aspects of nonprofits: fundraising
and volunteer recruitment.

Course Objectives: Upon completion of this course, you will have developed the
following skills and knowledge:
\u2022
Learn to recognize the fundamental steps in nonprofit public relations program
design/execution, in both abstract and concrete dimensions
\u2022
Understand how program performance in nonprofits can be measured
quantitatively and qualitatively
\u2022
Be able to relate communication objectives to the attainment of specific nonprofit
operational objectives
\u2022
Develop the ability to address issues and problems in nonprofit organizations
\u2022
Understand the fundraising and volunteer functions of nonprofits
\u2022
Be able to conceptualize and plan a basic nonprofit public relations program from
a case study perspective
Required text: Feinglass, Art. (2005). The public relations handbook for nonprofits: A
comprehensive and practical guide. San Francisco: Jossey-Bass.
Supplementary articles provided online:
Dyer, S., Buell, T., Harrison, M., & Weber, s. (2002). Managing public relations
in non-profit organizations. Public Relations Quarterly, 47, 13-17.
Frumkin, P., & Andre-Clark, A. (2000). When missions, markets, and politics
collide: Values and strategy in the nonprofit human services.Nonprofit
and Voluntary Sector Quarterly, 29(1), 141-163.
McCorkindale \u2013 PR for Nonprofits
2
Herman, R., & Renz, D. (2000). Board practices of especially effective and less
effective local nonprofit organizations. American Review of Public
Administration, 30, 146-160.
Tyminksi, R. (1998). Reducing funding risk and implementing a fundraising plan:
A case study. Nonprofit Management and Leadership, 8, 275-286.
I may provide other readings throughout the course which will be provided online.
Recommended text: Associated Press. (2005). Associated Press Stylebook and Libel
Manual.

Students must have knowledge of the external environment and current events, especially
in public relations. While the print version is preferred, I highly suggest you maintain a
subscription to the online version of the NY Times. I will provide you with PR sites where
you should subscribe to their online service and samples of trade publications. If you are
too busy to read the newspaper, listen to NPR. If I feel you are not staying abreast of
current events, a pop quiz may be given.

Conduct of the course:

Classroom time will consist of lectures, video clips, discussion, in-class and out-of-class assignments, and small group projects. Readings, in addition to the textbook, will also be distributed during the course. Students should feel free to participate and contribute to class discussion, since participation is part of your grade. In addition, material discussed is not necessarily found in the textbook; therefore, you must attend class to receive the lecture materials. Course materials when necessary will be posted online and should be downloaded before the start of the class.

Courtesy applies in the classroom. When you are in class, I expect you to pay attention. It
is inappropriate to text, instant message, or use the computer for any other use besides
class. If you are disinterested, please do not come to class. Please turn off all cell phones
and pagers before coming into class. Also, please respect the opinions of your fellow
students. All readings are expected to be completed PRIOR to coming to class. Lack of
preparation for class lectures or a lack of courtesy may be reflected in your participation
grade.

Email is the best form of communication. I send notices, assignment updates, etc.,
through email so please make sure you check your email address daily. In addition, feel
free to email me with any brief questions you may have. However, assignments must be
hand-delivered \u2013 no e-mail assignments will be accepted.

Attendance and Professionalism:

This course is different than many of your other university courses in the sense of hard deadlines. If you are absent from work in the PR profession, you may miss assignments and opportunities. Public relations is a deadline business. If you are late with a project, your reputation and credibility are affected. You wouldn\u2019t miss a meeting with the CEO or the Board of Directors because you overslept. Practice good work ethic now. Since

McCorkindale \u2013 PR for Nonprofits
3
class discussions and participation are part of your final grade, your attendance is
essential to your success in the course.

Attendance will be taken during each class meeting. If any circumstances affect you from
coming to class, please contact me PRIOR to the class meeting. This means that if you
miss class and fail to notify me before the start of class, it will count as an unexcused
absence regardless of circumstances. It is your responsibility to contact another student
for materials and information missed during class and not the instructor. Please do not
email me asking what you missed in class.

You will receive one-half day for excused or unexcused absences without any penalty to your final grade. For each additional \u201cabsence\u201d, your final course grade will be reduced by 5%. I would not recommend missing class for unexcused reasons when a legitimate reason could surface later.

Also, please be prompt and on time to class. If you are persistently late to class, your participation will be affected. In addition, if you are discourteous (see conduct of the classroom), you will be similarly penalized.

Work should be camera ready and free of grammar, spelling, and format errors.
Assignments should be proofread carefully. No handwritten work will be accepted. Also,
anticipate computer difficulties or printer issues when meeting deadlines.

Late work:

All assignments and exams must be completed as scheduled especially in the context of
this course. Late or make-up work will NOT be accepted unless I have approved it before
the due date at my discretion, generally for extraordinary or documented circumstances.
Late or make-up work will NOT be accepted for unexcused absences. If I decide to
accept your late work, you will be assessed a penalty. In addition, assignments must be
hand-delivered \u2013 no e-mail assignments will be accepted. Please keep copies of your
work I return in case there is any issue at the end of the course. Also, anticipate computer
problems, disk errors, or printing errors when preparing your assignments for deadline.

Special Assistance:

It is my hope that you succeed in this class. If you have any special needs that you feel I
should be aware of to assist you in your learning process, please feel free to set up a
conference with me during my office hours or at some other time.

Academic Dishonesty:

Academic dishonesty is a serious offense that not only comprises your personal integrity,
but the integrity of the university and your fellow classmates. Academic dishonesty
includes plagiarism, copyright violations, cheating during exams, use of unauthorized
study aids, and falsifying any university document. Any offense will be taken extremely
seriously. The academic dishonesty policy can be found in the university catalog. One of
the most common violations is plagiarism, defined by the university as:

\u201cPlagiarism is intentionally or knowingly presenting words, ideas or work of others as one's own
work. Plagiarism includes copying homework, copying lab reports, copying computer programs,

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