Principles of Public Relations

UMAR 301-02

University College – Tulane University

Uptown Campus / Fall 2002 -  Tuesday, 6:00 PM – 8:40 PM

Mr. Kelly Fogarty, Instructor

Voice Mail: 533-3585 -  Email: kfogarty@tulane.edu

Office hours before and after class

COURSE DESCRIPTION

Welcome to Principles of Public Relations.  This class is designed to introduce you to PR by providing a general overview of the many issues facing the public relations practitioner.  We will examine the development and trends of the industry as well as the planning and programming that goes into PR communications.  Additionally, we will discuss some of the controversies within public relations. 

Students are encouraged to bring current examples of public relations practices observed within the mass media to share with the class.

READING MATERIAL

The text for this course is The Practice of Public Relations by Fraser P. Seitel, 8th Edition (Prentice Hall Publishing).  This class requires a significant amount of reading.  Keeping up with assigned chapters—especially the assigned case studies—will enable you to more thoroughly participate in class discussions.

GRADING

There is a great deal of information to cover during the semester with a variety of assignments that reflect the principles discussed in this class.  This course focuses on developing an understanding of the fundamentals of public relations as well as PR-related writing and communication skills.  Exercises include projects and examinations intended to recognize and analyze public relations programs.

To earn the grade below, the following points are needed:

CLASS OUTLINE

INDIVIDUAL PROJECTS

The following assignments are to better understand the role of a public relations practitioner and the strategies and tactics involved in promoting a company to its various publics. You are required to prepare two (2) PR examinations; each should include a cover page and be no more than 2 pages in length.

PR Article Analysis

Due Date: October 15th

Find an article (from newspaper, magazine, Internet, etc.) that covers a public relations activity, problem or crisis and provide a brief analysis of it in your own words by answering the following questions:

·         What is the situation requiring PR?

·         Who are the audiences affected?

·         Where is this occurring?

·         When did this become a PR issue?

·         Why is this newsworthy?

·         How does this impact the publics of the organization?

A copy of the article is due September 17th.  You must provide an answer to each question to successfully complete this assignment.  Be sure to attach a copy of the article when you submit your examination.

PR News Release

Due Date: November 26th

Select a local company or organization of interest to you and develop a 2-page news release based on a new product or institutional announcement, management changes or company celebration.  Information may be obtained by speaking with a representative of the company, the organization’s Web site or brochure.  Follow the inverted pyramid structure and include these elements in your paper:

·         Contact identification information

·         Release date

·         Headline

·         Relevant facts

·         Quote from company representative

·         Slug lines

·         Boiler plate

A brief “proposal” on the scope of your news release is due October 29th.  It should include your reason for choosing the company or organization, the objective of the news release and why it is newsworthy.

PLEASE NOTE: Your grade for each assignment will be based on understanding of the subject matter as well as overall organization and clarity of writing. Be thorough yet concise.  Do not submit either paper in a presentation folder or binder.  PR Assignments are due on dates outlined above—no exceptions.