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COMM 4363 Corporate PR Fall 2010 BBN

COMM 4363 Corporate PR Fall 2010 BBN

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Published by Barbara B. Nixon
Syllabus to accompany Prof. Barbara Nixon's Corporate PR class at Southeastern University.
Syllabus to accompany Prof. Barbara Nixon's Corporate PR class at Southeastern University.

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Published by: Barbara B. Nixon on Aug 04, 2010
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COMM 4363, Fall 2010, p. 1
C
ORPORATE
P
UBLIC
R
ELATIONS
::
 
COMM 4363 ::
F
ALL
2010
Professor: Barbara B. Nixon, Ph.D. (ABD)Office: Lakeland, FL
 Office Hours: TBAPhone: 901-BNIXON4 (Google Voice, for text or voice mail)or barbara.b.nixon on SkypeBlog:http://publicrelationsmatters.com Twitter:BarbaraNixonE-mail:bbnixon@seuniversity.edu 
 
UNIVERSITY MISSION STATEMENT
 Southeastern, a dynamic, Christ-centered university, fosters student success by integratingpersonal faith and higher learning. Within our loving Pentecostal community, we challengestudents to a lifetime of good work and of preparing professionally so they can creatively servetheir generation in the Spirit of Christ.
 COURSE DESCRIPTION
This course examines the role of public relations within a corporation and its responsibilities indeveloping and maintaining external and internal relations.
COURSE OBJECTIVES
 
To understand the corporate context as it affects the corresponding practice of publicrelations
 
To understand the various roles of public relations in supporting the organizations,ranging from employee and investor relations to government, community and customerrelations
 
To explore contemporary applications and implications of corporate public relations,while also recognizing the historical context for current practice
 
To appreciate the role social media plays in corporate public relations
PREREQUISITE
: COMM 2322
REQUIRED TEXTS
:Doorley, J., & Garcia, H. F. (2010).
Reputation management: The key to successful publicrelations and corporate communications.
New York: Routledge. [NOTE: As this book isdelayed from the publisher, chapters will be available in BlackBoard in PDF format at nocost to you.]Students will be expected to read the business section of a major daily newspaper either onlineor in hard-copy (i.e.
LA Times, NY Times, Wall St. Journal 
) and stay current with breakinggeneral and business news having corporate and financial communications implications.Students will also need to subscribe to Ragan Communications’ PR Daily.
 
 
COMM 4363, Fall 2010, p. 2
GRADING:
Readiness Assessment Tests (RATS) 200Article Review 75Blog 250Interview with a Corporate PR Practitioner 75Final Project / Presentation 300Final Exam 1001000
COURSE ASSIGNMENTS
Readiness Assessment Tests (RATS):
Readiness assessment tests
 
will be given over eachreading assignment from the textbook. The open-book, multiple-choice RATS will beadministered via BlackBoard prior to you coming to class, so that our class time can be morefocused on discussion and application, rather than lectures. You may take each of the RATStwice, and the higher of the two scores will count. Most RATS will have 10 questions. RATSgrades will be averaged and will comprise 20% of your grade in the class.
Interview with a Corporate PR Practitioner:
For this assignment, you will choose and interviewa public relations professional, and then write about this interview at your blog. This post willbe a minimum of 500 words. Post your recap on your blog, and in the Assignments area inBlackBoard, you’ll need to provide me with the PR professional’s contact information (name,title & company, phone number and e-mail address).
 Article Review:
Write a review of an article on any aspect of corporate public relationsdiscussed in
Reputation Management 
. The article can come from any public relations peer-reviewed journal, such as
Public Relations Review 
,
Public Relations Journal 
or
 Journal of PublicRelations Research
. Your 500-word minimum review could take the following form:
 
What did you learn from reading the article?
 
What surprised you in the article?
 
What do you want to know more about, now that you’ve read the article?
 
How is the information in the article relevant to the corporation you’ve chosen for yourfinal project?Use APA style for source citation. Be prepared to briefly discuss this article with yourclassmates.
 
COMM 4363, Fall 2010, p. 3
BLOG:
Starting early in the semester, you will create original content for your blog. You will addnew content to your blog, including comments you post to others’ blogs, weekly. Blog poststhat are posted after their due dates may not be graded or earn credit. There will be severalgraded Blog Checkpoints, plus a final assessment of the blog. Citing sources in your blog is justas important as it is in any academic paper you write; plagiarism is not tolerated. Specificsabout the content of your blog will be shared during the first month of class. (More details onthis assignment will be provided early in the semester.)
FINAL PROJECT:
For your final project, in a team of three to five classmates, you will analyzea Fortune 500 or Inc. 500 company from a public relations perspective. The written portion of  the project is due Week 12; your presentation on your company is due Week 13.This project is worth a total of 300 points of the 1000 available; the written portion is worth250, and the class presentation is worth 50. Details on this project will be provided by the endof Week 2.
COURSE POLICIES:1. Responsibilities of Students:
Each student is expected to commit to the following guidelines:a.
 
Preparation
—the class discussion will mean little if text material is not read and theassignments are not prepared in advance.b.
 
Presence
—unique thoughts and insights cannot be contributed to group discussions,or to student learning, if you are not present. The SEU attendance policy should beyour guide and is a minimum attendance policy.c.
 
Promptness
—late arrivals disrupt the class and adversely impact the decorum of theprocess. This is unprofessional.
Note: Three times late equals one absence forevaluation purposes
.d.
 
Participation
—as part owner of the discussion, it is each student’s responsibility toshare in the advancement of the group’s collective skills and knowledgee.
 
Academic Honesty
—Any instance of academic dishonesty, including plagiarism, willbe handled in accordance with the Student Handbook.f.
 
Specific Policies
—If you cannot be present for a class, you are responsible forcontacting a fellow student by using email in order to find out what was covered inclass the day you were absent and what will be covered in the next class.
2.
Material will be covered in class that is not presented in the textbook. This material mayinclude information included in lectures, additional readings, and in-class exercises. Exams willinclude this material as well as material assigned in the textbook.
3.
Material
not turned in when due will NOT be accepted and will earn a grade of zero.
Unlessotherwise specified, all assignments must be submitted using either a Microsoft Office product(Word, PowerPoint, etc.) or Adobe PDF; if I cannot open an assignment or the file is corrupt,you cannot earn credit on the assignment.

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