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J321PrinciplesofPublic

Relations
Syllabus:Fall2008

Instructor:
BethWood

812/8561088
meewood@indiana.edu

FacultyAssistant:
RichardMing

812/6502227

mingt@indiana.edu

WebStudyGuide:
www.pearsonpublicrel.com

ClassMeets:
45:15p.m.,TuesdaysandThursdays

OfficeHours:23:30p.m.,Tuesdaysand
Thursdaysorbyappointment

TextandRequiredReadings:
PublicRelations:AValuesDrivenApproach,
byDavidW.GuthandCharlesMarsh,4th
edition,2009,PearsonEducation,Inc.

Adailynationalnewssource(e.g.amajor
dailynewspaperoritswebsite,adaily
networkorcablenationalnewsprogram
oritswebsite,NPRmorning/evening
news)

Localmedia(BloomingtonHeraldTimes,
IDS,TheBloomingtonAlternative,BLOOM
magazine,etc.)forissuesrelatedtoyour
chosengroupproject

Handoutsandassignedreservereadings

CourseDescription:
Inthiscourseyouwilllearnaboutthe
theoryandpracticeofpublicrelations.
Youlllearnaboutthepublicrelations
functionwithinorganizations,itsimpact

onpublics,anditsfunctioninsociety.You
willstudytheevolutionofthefield,the
rangeofrolesandresponsibilitiesthat
publicrelationspractitionersassumeina
varietyofsettings,andthesignificant
issuesandtrendsthathaveshapedthe
practice.Thecoursewilladdressthe
ethicsofpublicrelationspracticeandhow
valuesshapeanorganizationsabilityto
buildsuccessfulrelationshipswithits
publics.

Ifyouareconsideringapublicrelations
career,thiscourseprovidesafoundation
formoreadvancedstudyinthefield.Here
youllbeabletotestyourinterestinthe
professionandconsiderwhichfacetofitis
agoodmatchforyourstrengthsand
abilities.

Thiscoursewillalsobeusefulifyouare
planninganotherprofessionalor
managerialcareerthatrequiresan
understandingofpublicrelations
conceptsandpractices.Understanding
publicrelationsisusefulforadvertising
andmarketingstudents,too,because
advertising,marketing,andpublic
relationsstrategiessooftenwork
togethertoserveaclientsneeds.

Pleasebeawarethatthiscourseis
intendedtogiveyouanoverviewofthe
profession.Otherupperlevelpublic
relationscoursesgiveyouthehandson
experienceofrepresentingclientsand
producingpiecesforyourportfolio.

Mostoftheworkinthiscoursewillbe
doneindividually.However,youwillhave
onegroupprojectdesignedtoacquaint
youwiththeexperienceofworkingwitha
teamtodevelopaplanforaclient.Much
publicrelationsworkintherealworldis
carriedoutinteams.Asapractitioneryou
mustlearnhowtocollaboratewith
others,shareideas,workthrough
disagreements,pullyourownweight,

appreciatedifferentpointsofview,and
produceresultsthatmeetaclientsneeds.
Upperlevelpublicrelationscoursesare
nearlyallconductedinteams.Thiswill
introduceyoutotheprocess.
CourseObjectives:
Determinewhatpublicrelationsisand
whatitisnot;seetherangeofcareer
opportunitiesintheprofession
Identifytheskillsandeducationa
successfulpractitionerneeds
Understandtheimportanceofvalues
andethicsinpublicrelationsforthe
integrityoftheprofessionandforthe
ultimatejobsatisfactionofthe
practitioner
Developaframeworkforidentifyingand
resolvingethicalissuesastheyariseinthe
practice
Reviewkeytheoriesthatinfluenceand
shapetodayspracticeofpublicrelations
Learnaboutissuesandtrendsthatwill
shapethefutureofpublicrelationslocally
andglobally
Workthroughthebasicprocessofpublic
relationsplanningbydesigningaplanfor
aspecificclient
Experienceworkingwithateamto
accomplishgoalsforaclient
Developcriticalthinkingskillsby
addressingreallifepublicrelationsissues
inclasslearntoputyourselfintheplace
ofpublicrelationspractitionersinmany
differentfacetsoftheprofession

RequirementsandGrades:
Firstexam

20%
Secondexam
20%
Finalexam

20%
Groupproject20%
Writingassignments

&classparticipation 20%
Total

100%

ExamSchedule:
FirstexamThursday,Sept.25,covers
Chapters16

SecondexamTuesday,Oct.28,covers
Chapters711
FinalexamDayandtimetobe
determinedbyclass,coversChapters1215

Thethreeexamswillcoverthetextand
otherassignedreadings,regularclass
discussions,andguestlectures.Class
lectureswilloftenamplifythematerialin
thetext.Ifyouwanttodowellonthe
tests,besuretodoallthereadingsand
attendtheclasssessions.Perthe
universitysschedule,thefinalexamforthis
courseisTuesday,Dec.16,2:454:45p.m.in
EP220.Theclassmayelecttohavethe
finalexamonthelastdayofclass.Wewill
determinethefinalexamdateearlyinthe
semester.

GroupProject:
Becausepublicrelationsprofessionals
workinteams,youwillparticipateina
groupoffourtoprepareapublicrelations
proposalforaclientthatyouwillchoose
inclass.Youllgetinstructionsaboutthe
projectearlyinthesemester.Eachofyou
willberequiredtosubmitanevaluationof
yourcontributions,aswellasthe
contributionsofeveryothergroup
member,tothegroupproject.Itis
importantthatyoumakeasubstantial
contributiontothegroupeffort.Each
studentinthegroupwillreceivethesame
gradeforthegroupassignmentUNLESS
evaluationsfromothermembersofthe
groupandtheinstructorsobservations
showthatastudentdeservesadifferent
gradebasedonhisorhercontributions.

TentativeClassandAssignmentSchedule:
Thisscheduleandtheassignmentslisted
aresubjecttochangesthroughoutthe
semester.Anychangeswillbeannounced
inclass.Theschedulewilldependonthe
progressoftheclassandthetimingof
guestspeakersappearances.Youwillbe
responsibleforknowingaboutandabiding
byannouncedchangesinthescheduleor
assignments.
FoundationsofPublicRelations
Week1(Sept.2and4)
Orientation to course; getting
acquainted; defining public relations; the
importance of values in public relations;
jobs in public relations
Assignments:Readtext,chapters1and2;
completestudentinformationsheetand
participateinnetworkingexercise

Week2(Sept.9and11)
Originsoftheprofession;thepublicsin
publicrelations
Assignments:Readtext,chapters3and4;
selectacompanytoexamineforitsvalues
andpractices
Due:Thursday,Sept.11,Values
Assignment(tobeexplainedinclass)

Week3(Sept.16and18)
Ethicsandsocialresponsibilityinpublic
relations
Assignments:Readtext,Chapter6and
Appendix(PRSACodeofEthics)
Due:Thursday,Sept.18,Ethics
Assignment(tobeexplainedinclass)

Week4(Sept.23and25)
Communicationtheoryandpublicopinion
Assignments:Readtext,chapter5
FirstExam:Thursday,Sept.25,on
chapters16andclassdiscussions

ThePublicRelationsProcess
Week5(Sept.30andOct.2)

Anoverviewofthepublicrelationsprocess:
theimportanceofresearchandevaluation
inpublicrelations
Assignments:Readtext,chapter7and8

Week6(Oct.7and9)
Planningandpublicrelationsstrategies;
communicationtacticsofpublicrelations
GuestSpeaker:Oct.9,JannQuiqmire,
DirectorofMediaRelations,American
MedicalAssociation,Chicago
Assignments:Selectpotentialclientsto
useforgroupprojectsandformagency
groups;readtext,chapter9
Due:Thursday,Oct.9,completedAgency
ContactSheetforagencygroupand
selectionofaclientforthegroupproject

Week7(Oct.14and16)
Communication:tacticsofpublicrelations;
also,theimpactofdigitalcommunication
andthelossofmassaudiences
Assignments:Readtext,chapter11and
workingroupstodevelopstructurefor
theclientscampaign
Due:Thursday,Oct.16,Briefing
Memorandumonclientandtherationale
foraproposedcampaign(individual
assignment)

Week8(Oct.21and23)
Writingandpresentationskillsandguest
careerpanel
GuestPanel:Oct.23,recentgraduates
discusstheirPRjobs,whattheylearnedin
schoolandwhattheywishtheywould
haveknown
Assignment:Readtext,chapter10
Due:Thursday,Oct.23,detailedOutlineof
CampaignProposal(groupassignment)

Week9(Oct.28and30)
Secondexamandguestspeaker
GuestSpeaker:Oct.30,SusanConner,
LuminaFoundation,todiscussAnatomyof
aPublicServiceCampaign
Assignments:Workinagencygroupson
campaignproposals

SecondExam:Tuesday,Oct.28,on
chapters711andclassdiscussions

ContemporaryIssuesinPublicRelations
Week10(Nov.4and6)
Crisiscommunicationandguestspeaker
GuestSpeaker:Nov.6,JoshRawitch,
DirectorofMediaRelations,L.A.Dodgers,
todiscusssportspublicrelationsand
credibility
Assignment:Readtext,chapter12
Due:Thursday,Nov.6,StandbyStatement
forcrisissituationposedinclass

Week11(Nov.11and13)
PRandthelaw
GuestSpeaker:Nov.13,KennethInskeep,
GeneralCounsel,Barnes&Thornburg,LLC
Assignment:Readtext,chapter15

Week12(Nov.18and20)
Wrapupcampaignplans
Assignments:meetwithinstructoror
facultyassistanttoreviewplan
Due:Thursday,Nov.20,completedgroup
projects

Week13(Nov.25and27)Thanksgiving
week;noclassinstructorwillbeavailable
tomeetwithindividualsorgroupsabout
theirworkintheclass
Assignment:Eat,drink,bemerry,andbe
thankful

Week14(Dec.2and4
Publicrelationsandmarketing;cross
culturalcommunication
GuestSpeakers:DateTBD,guestpanelof
professionalsfromotherculturesto
discussPRandmediaintheircountries
Assignment:Readtext,chapters13and
14;bepreparedtodiscussanycross
culturalexperiencesyouhavehadeither
asastudentoratraveler

Week15(Dec.9and11)
Networkingexerciselearnhowtowork
aroom

FinalExam:maybeonDec.11ifdecided
byclass;otherwise,itwillbeonTuesday,
Dec.16,2:454:45p.m.;examcovers
chapters1215andclassdiscussions
CoursePolicies
OfficeHours.Myofficehoursmaynotbe
convenientforyoubecauseofyourclass
orworkschedule.Ifyouwouldliketotalk
withmeaboutthiscourse,thepublic
relationsprofession,yourcollegecourses,
possibleinternships,oranythingelse,
pleasetalktomebeforeorafterclass,call
orsendmeanemail.Letssetupatime
tomeet.Ienjoyhearingyourthoughts
andlearningmoreaboutyou.Ifyoudo
wanttoseemeduringmypostedoffice
hours,itsagoodideatocalloremailfirst
tomakesureImavailable.Althoughvisits
areverysparseearlyinthesemester,they
getalittlemorehectictowardstheend.I
wanttobesurethatwescheduleenough
uninterruptedtimetomeetyourspecific
needs.

Participation.Thiswillbeaninteractive
course.Pleasecometoclasspreparedto
answeranyquestionsthatmayarisefrom
theassignedmaterials.Youmaybecalled
upon,byname,duringclasssessionsto
answerthosequestions.Also,bewilling
tothinkoutloudandtakerisks.There
arentalwayseasyanswersinpublic
relations.Iencourageyoutothinkabout
anddebatewitheachothersomeofthe
toughquestionswellencounterinclass.

ProfessionalConduct.Youarepreparingto
entertheprofessionalworld,soIexpect
youtoconductyourselfasaprofessional.
Thisisthetimetoestablishgoodwork
habits.Whataregoodworkhabitsfora
student?Hereareafew:comingtoclass,
beingprompt,meetingdeadlines,paying
attention,participatingactivelyinclass
discussions,readingtheassigned
materials,havingyourassignments
printed,stapled,andreadytoturninat

thebeginningofclassonthedatedue,
beingcourteoustoclassmates,carrying
yourshareoftheloadingroupprojects,
givingyourfullattentiontoguest
speakers,doingmorethantheminimum
forclassassignments,andworkingforthe
gradeyouthinkyoudeserve.Apartof
yourclassparticipationgradewillreflect
thedegreeofprofessionalismyouexhibit
intheclass.Justshowingupisnot
enoughtomeritanAforclass
participation.Youneedconductyourself
asaprofessionalaswell.

Deadlines.Publicrelationsisadeadline
business.Allduedatesforassignments,
onceset,arefinal.Lateassignmentswill
bepenalized.Ifyouturnaprojectinafter
thedeadline(andwithoutexpress
permissionfromme)Ireservetherightto
eithergiveyoua0fortheassignment
(whichtranslatestoanF)ortolower
yourgradefortheprojectbecauseitis
late.Anticipatesuchdifficultiesas
computerproblems,faultydisks,etc.when
preparingyourassignments.Thedayan
assignmentisdueyoushouldbeprepared
tohanditinatthebeginningofthatclass.
Havetheassignmentorganized,printed,
andstapledorbound.Itisunprofessional
tosubmitanunfinishedproductonthe
duedateortoaskforanextension
becauseyouhadtechnicaldifficulties.
Excusestranslateintolossofreputation
andbusinessintheprofession.Startgood
workhabitshere.

Attendance.Attendanceisexpected.
BecauseofthesizeofthisclassIwillnot
betakingattendance.However,youwill
haveperiodicinclassassignmentsthat
willbegraded.Instructionsforthese
assignmentswillonlybegivenintheclass.
Thosewhoattendandcompletethese
assignmentswillhaveanedgeoverthose
whodonot.

Notethataportionofyourgradewill
reflectyourcompletionofthese
assignments.

Sometimesanabsenceisunavoidable.Let
Richardormeknowinadvance,if
possible,ifyouexpecttobeabsentfor
anyreason.Ifyouhaveaverifiable
explanationfortheabsenceandthe
absenceisreasonable,youmaymakeup
workmissedandyourgradeshouldnotbe
affected.Repeatedabsenceswillaffect
yourgrade.Ifyoumissaclass,youare
responsibleforfindingoutwhat
happenedinthatclass.Dontsendane
mailtoRichardormeaskingusto
summarizethelectureyoumissed.Check
withaclassmate.Ifyouwereina
professionalsetting,youwouldbe
responsibleforkeepingyourselfinformed.
Iexpectyoutobehavethesamewayin
thisclass.

AssignmentsandTests.Althoughnot
everyreadingassignmentwillbe
thoroughlyreviewedinclass,youwillbe
responsibleforknowingthematerialfor
yourassignmentsandfinalproject.
Assignmentsandtestscannotbemadeup
withoutavalidwrittenexcusethatcanbe
verified.Thinkofthisclassasa
professionalassignment.Doyouthink
youcanmissameetingwithaclient
becauseyouoverslept,forgot,ordidnt
manageyourtimewell?No.Youneedto
treatthisclassasseriouslyasyouwoulda
job.Youcanbecertainthattherewillbe
questionsontheexamsabouttheguest
lectures.

QualityWork.PRisacopyquality
business.Accuracy,spelling,grammar,
andsyntaxwillbeevaluatedasapartof
yourgrade.Proofreadassignments
carefully.Donotrelyonspellcheck.All
assignmentsshouldbetyped.Donotturn
inroughdrafts.Turninyourbestwork.

Courtesy.Guestspeakerswilljoinus
throughoutthesemestertorelatecareer
experiencesandshareprofessionaltips
andinsights.Theydeserveyourcourtesy
andfullattention.Youareexpectedto
attendandareresponsibleinyour
assignmentsforanythingtheysharein
class.Youractiveparticipationinclasses
withguestspeakersisimportantandwill
bepartofyourclassparticipationgrade.
Rememberthatguestspeakersareall
potentialemployers.Alsounderstand
thatmanyofthemgiveupbillabletimeto
takethetriptoBloomingtontoappear
beforeyou.

Promptnessisexpectedinthisclass.If
youdoarrivelate,takethefirstseat
availablesoasnottodisturbtheothersin
theclass.Similarly,ifyoumustleaveclass
earlyforanappointment,sitnexttoone
oftheexitstominimizeanydistraction.

Nocellphoneinterruptionsinclass.Be
sureyourphoneisturnedoff.

Whenyouareinclass,payattentionto
whatweredoing.Itisinappropriate,
unprofessional,andrudetoreadthe
paper,docrosswordpuzzles,sendinstant
messagestoyourfriends,surftheNet,or
sleepinclass.Ifyouaretoodisinterested
inthematerialtogiveityourfull
attention,pleasedonotcometoclass.
Or,donttakethecourse.Takesomething
thatyouwillgiveyourfullattention.

Integrity.Nocheating.Noplagiarism.
Period.

Plagiarismismakinguseofwords,ideas,
oranyinformationfromasourceother
thanyourownknowledgeandexperience
withoutgivingpropercredittothesource.
Notgivingcredittosuchborrowed
materialisplagiarism.Examplesof
actionsthatconstituteplagiarismare:

DownloadingapaperfromtheWeb,
whetherfromaWebpageorapaper
writingservice.
Copyingandpastingphrases,sentences,
orparagraphsfromsomeoneelseswork
withoutshowingthematerialasquoted
andwithoutpropercitation.
Paraphrasingorsummarizingsomeone
elseswordsorideaswithoutproper
citation.
Usingagraph,table,picture,ordesign
fromasourcewithoutproper citation.
Gettingsomeoneelsetowriteapaper
foryouorusingonefromanother
student.

Agoodruleofthumbisthatifthe
informationcamefromoutsideyourown
head,citethesource.Thatstruewhether
youreceivedtheinformationfroman
interview,theWeb,ajournalarticle,ora
book.

Source:Harris,Robert.A.,Using
SourcesEffectively:StrengtheningYour
WritingandAvoidingPlagiarism,Second
Edition,PyrczakPublishing,2005,pp.1316.

Allworkmustbeyourownorthatofthe
membersofyourgroupforthefinalgroup
presentation.Publicrelationsisallabout
yourintegrityandyourreputation.You
cannotaffordtotakeunethicalshortcuts
hereorinthepractice.Anyformof
academicdishonestyinthisclasswillresult
inanFeitherfortheassignmentorthe
course,dependingontheseverityofthe
misconduct.Ifonepersonplagiarizeson
thegroupproject,itwillaffectthegrade
ofeveryoneinthatgroup.Pleasedont
putyourselforyourfriendsinthis
position.Theconsequencesofacademic
dishonestycanfollowyouthroughout
yourcareer.

InstructorsCredentialsBethWood
Education
J.D.,IndianaUniversitySchoolofLaw,
1977

B.A.,JournalismandFrench,Indiana
University,1973
PastAcademicPositions
Adjunctinstructor,IndianaUniversity
SchoolofJournalism,Indianapolis,1981
85.
ProfessionalPositions
MarketingDirector,Barnes&Thornburg,
19962002;Congressionalcampaign
advisor,199596;DirectorofPractice
Developmentandfamilylawpractitioner;
KriegDeVaultAlexander&Capehart,1988
1995;CorporateCommunications
Associate,EliLillyandCompany,1982
1988;SeniorStaffAttorney,Legislative
ServicesAgency,19791982;Corrections
Director,IndianaLawyersCommission,
19751979;AssistantDirectorofPublic
Information,IndianaDepartmentof
Corrections,197375.Columnistand
contributingeditorforIndianapolisWeekly
Update,IndianapolisMagazine,and
IndianapolisWoman,19841990;
contributor,BLOOMmagazine,2007.

FacultyAssistantsCredentialsRichard
Ming
Education
CommunicationsUniversityofChina,
SchoolofInternationalCommunication,
Beijing,China,Englishmajorwithspecialty
ininternationaljournalism.
CurrentlyattendingIndianaUniversity
SchoolofJournalismingraduateprogram.

ProfessionalPositions
Corporateandmediarelationsintern,
OgilvyPR,Beijing,summer2008;
Reportingandeditingintern,CCTV
International,Beijing,2006;
Reporterandeditor,SoccerNews,
Sohu.com,Beijing,2004.

OtherExperience
Volunteer,StankovicContinental
ChampionsCup,Beijing,2005