| 4/20/2024 5:37:14 AM |
| Changed Course |
| CATALOG INFORMATION
|
| Discipline and Nbr:
BMK 57 | Title:
INTRO PUBLIC RELATIONS |
|
| Full Title:
Introduction to Public Relations |
| Last Reviewed:5/9/2022 |
| Units | Course Hours per Week | | Nbr of Weeks | Course Hours Total |
| Maximum | 1.50 | Lecture Scheduled | 1.50 | 17.5 max. | Lecture Scheduled | 26.25 |
| Minimum | 1.50 | Lab Scheduled | 0 | 5 min. | Lab Scheduled | 0 |
| | Contact DHR | 0 | | Contact DHR | 0 |
| | Contact Total | 1.50 | | Contact Total | 26.25 |
| |
| | Non-contact DHR | 0 | | Non-contact DHR Total | 0 |
| | Total Out of Class Hours: 52.50 | Total Student Learning Hours: 78.75 | |
Title 5 Category:
AA Degree Applicable
Grading:
Grade or P/NP
Repeatability:
00 - Two Repeats if Grade was D, F, NC, or NP
Also Listed As:
Formerly:
Catalog Description:
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The principles and practical applications of public relations within a business marketing setting including communications strategies to build strong relationships with an organization's customers and stockholders. Topics include communications management, integrated marketing communication, crisis management, and image management.
Prerequisites/Corequisites:
Recommended Preparation:
Eligibility for ENGL 100 or ESL 100
Limits on Enrollment:
Schedule of Classes Information
Description:
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The principles and practical applications of public relations within a business marketing setting including communications strategies to build strong relationships with an organization's customers and stockholders. Topics include communications management, integrated marketing communication, crisis management, and image management.
(Grade or P/NP)
Prerequisites:
Recommended:Eligibility for ENGL 100 or ESL 100
Limits on Enrollment:
Transfer Credit:CSU;
Repeatability:00 - Two Repeats if Grade was D, F, NC, or NP
ARTICULATION, MAJOR, and CERTIFICATION INFORMATION
| Associate Degree: | Effective: | | Inactive: | |
| Area: | | |
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| CSU GE: | Transfer Area | | Effective: | Inactive: |
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| IGETC: | Transfer Area | | Effective: | Inactive: |
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| CSU Transfer: | Transferable | Effective: | Fall 2002 | Inactive: | |
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| UC Transfer: | | Effective: | | Inactive: | |
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| C-ID: |
Certificate/Major Applicable:
Certificate Applicable Course
COURSE CONTENT
Outcomes and Objectives:
At the conclusion of this course, the student should be able to:
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At the end of the course, students will have the ability to:
1. Identify and compare the various techniques of marketing communications
2. Compose marketing briefs and press releases
3. Construct the PR [public relations] portion of an integrated marketing campaign
4. Solve communication challenges within the business setting
5. Evaluate the effectiveness of an organization's PR efforts
6. Organize successful marketing and PR events
7. Prepare an effective PR strategy for a new product launch
8. Employ strategic thinking in order to influence successful media relations
9. Evaluate product attributes and translate them into viable PR initiatives
10.Determine what creates authenticity, creditability and ethical PR response
Topics and Scope
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1. Communication management
a. Defining public relations problems
b. Planning and programming
c. Taking action and communicating
d. Evaluating the program
2. Integrated marketing communications
3. Image shaping
4. Situational analysis
5. Marketing writing, pitch preparation, follow-up
6. Ethics and responsibility
a. Legal considerations
b. Internal media and employee communication
c. External media and media relations
7. Crisis management
8. Print, broadcast, electronic media, media advisories
9. Investors, government regulations, communities
a. Business and industry
b. Government and public affairs
c. Nonprofit organizations, health care, and education
d. Trade associations, professional societies, and labor unions
10. Multicultural and international requirements
Assignments:
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1. Examine and discuss case studies
2. Write and present a PR plan (3 to 5 pages)
3. Prepare and present an event plan
4. Analyze persuasive marketing communication
5. Press releases or other PR materials (3 to 5)
6. Read 20 to 30 pages per week
7. Mid-term and final exams
Methods of Evaluation/Basis of Grade.
| Writing: Assessment tools that demonstrate writing skill and/or require students to select, organize and explain ideas in writing. | Writing
10 - 20% |
| Written homework, public relations plan, event plan | |
| Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills. | Problem Solving
20 - 30% |
| Homework problems, oral presentations | |
| Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams. | Skill Demonstrations
40 - 50% |
| Oral presentation of case studies. | |
| Exams: All forms of formal testing, other than skill performance exams. | Exams
10 - 20% |
| Multiple choice, completion, essay | |
| Other: Includes any assessment tools that do not logically fit into the above categories. | Other Category
10 - 20% |
| Attendance and participation | |
Representative Textbooks and Materials:
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Effective Public Relations by Cutlip, Center and Brown, Published by Prentice Hall, 2006.
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