Course

10104126 Intro to Public Relations
Course Information
Description
Public Relations is a strategic communication process that builds relationships between organizations and their publics. This course will focus on basic PR communication plans that marketers can implement to build a favorable public image. Emphasis is given to press releases (traditional and social), press kits, online reputation management and crisis communication, digital press rooms and SEO, media pitches, and social responsibility and community relations.
Total Credits
3
Course Competencies (Course Outcomes)
  1. Examine the function of Public Relations
    Assessment Strategies
    Quiz, Written Product (PR functions), Reflection (“Diverse Voices”)
    Criteria
    Identify proactive and reactive PR situations
    Explain the difference between an advertising and public relations campaign
    Explain the five functions of PR
    Identify examples of both internal and external "publics"
    Explain why PR is important to organizations
    Describe the purpose of the PRSA (Public Relations Society of America) website
    Identify strategies for making a p/c/s "newsworthy”
    Discussion board post on current PR campaigns meets specifications identified by the instructor
    Reflection on “Diverse Voices” live video platform meets specifications identified by
    Submission evidences correct grammar, punctuation, and spelling

  2. Incorporate business ethics into a variety of situations
    Assessment Strategies
    Quiz, Written products (Analysis on Ethical Situations; Ethics and Bias in Media Outlets)
    Criteria
    Analysis includes a description of the most important alternatives
    Analysis includes a list of criteria for evaluating the alternatives
    Analysis includes a determination of whether or not each alternative meets the criteria
    Analysis includes the decision you selected
    Analysis includes an explanation of why the decision was selected
    Analysis reflects reliability and bias of assigned media outlets
    Analysis is well organized
    Analysis evidences correct grammar, punctuation, and spelling

  3. Develop a research-based strategic communication plan
    Assessment Strategies
    Quiz, ROPES (Research, Objectives, Planning, Evaluation) Communication Plan
    Criteria
    Explain which type of secondary research to request
    Explain which type of primary research to request
    Establish objectives for pilot
    Develop programming PR for primary and secondary audiences
    Plan includes an overall strategy statement
    Plan includes a minimum of four tactics to support strategy statement
    Submission evidences correct grammar, punctuation, and spelling

  4. Develop collateral materials used in Public Relations environments
    Assessment Strategies
    Quiz, Written Public Relations Collateral Materials
    Criteria
    Press release is written using APA style
    Use course Tip Sheet to identify errors in draft
    Select social media platforms for influencers on assigned p/c/s
    Select social media platforms for journalists on assigned p/c/s
    Identify newsworthy slants for assigned p/c/s
    FACT sheet on assigned event is written using PRSA format
    Social Media Press Release is written using HubSpot Template
    EPK (Electronic Press Kit) created for assigned client meets specifications identified by the instructor
    Written elevator (one-on-one Pitch) for media outlet meets specifications identified by the instructor
    Submission evidences correct grammar, punctuation, and spelling

  5. Write peer reviews
    Assessment Strategies
    Written document (written feedback on peer assignments throughout the term)
    Criteria
    Use an editing rubric
    Evaluate peer artifact using criteria on the rubric for basis of judgment
    Respond to/write feedback to peer in language that is inclusive and respectful
    Feedback identifies areas that meet expectations
    Feedback identifies areas that need improvement (advice)
    Writing shows evidence of correct grammar, punctuation, and spelling

  6. Explore social media strategies used in Public Relations
    Assessment Strategies
    Padlet App Showcase (in Blackboard), Written Product, Quiz, Podcast (Spin Sucks)
    Criteria
    Identify successful PR strategies using social media platforms
    Describe current technology and its uses in the PR field
    Text created for social platform is appropriate
    Use the PESO Model (Paid, Earned, Shared, Owned) with campaign example
    Explain SEO (search engine optimization) and how it relates to online releases and articles
    Distinguish between brand ambassadors and influencers
    Showcase presents successful social (Facebook, Instagram, TikTok) campaign on Padlet App
    Comment on a minimum of three campaigns on Padlet
    Submission evidences correct grammar, punctuation, and spelling

  7. Analyze crisis management and ORM (online reputation management) tactics
    Assessment Strategies
    Quiz, Case Study, Summary
    Criteria
    Explain the function of an online environmental scan
    Identify the contents of an effective PR Crisis Tool Kit
    Formulate a PR strategy to deal with rumors
    Case study on crisis management meets specifications as identified by the instructor
    Summary includes the 3 R’s of Crisis Communication (Research/Response/Recovery)
    Summary includes the results of a brand health index
    Summary includes the key points for maintaining a positive online reputation
    Submission evidences correct grammar, punctuation, and spelling