12/27/2024 9:30:36 AM	BMK 57 Course Outline as of Fall 2023	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:

Students will learn the principles and practical applications of public relations (PR) 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 communications, crisis management, and image management.

Prerequisites/Corequisites:

Recommended Preparation:
Eligibility for ENGL 100 or ESL 100

Limits on Enrollment:

Schedule of Classes Information
Description:

Students will learn the principles and practical applications of public relations (PR) 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 communications, 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:
CSU GE:	Transfer Area			Effective:	Inactive:
IGETC:	Transfer Area			Effective:	Inactive:
CSU Transfer:	Transferable	Effective:	Fall 2002	Inactive:
UC Transfer:		Effective:		Inactive:
C-ID:

Certificate/Major Applicable: Both Certificate and Major Applicable

COURSE CONTENT

Student Learning Outcomes:
At the conclusion of this course, the student should be able to:

1.   Examine and develop specific methods to influence public opinion and manage perceptions.

2.   Differentiate between the values of good public relations:  ethics, truth, and credibility.

3.   Demonstrate proficiency in designing effective public relations strategies to support the long-term mission of a marketing plan.

 

Objectives:

In order to achieve these learning outcomes, during the course students will:

1.  Identify and compare the various techniques of marketing communications.

2.  Compose marketing briefs and press releases.

3.  Construct the 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, credibility, and ethical PR response.

Topics and Scope

I. Communication Management

   A.  Defining public relations problems

   B.  Planning and programming

   C.  Taking action and communicating

   D.  Evaluating the program

II. Integrated Marketing Communications

III. Image Shaping and Management

IV. Situational Analysis

V. Marketing Writing, Pitch Preparation, Follow-up

VI. Ethics and Responsibility

   A.  Legal considerations - truth, credibility, consequences

   B.  Internal media and employee communication

   C.  External media and media relations

VII. Crisis Management

VIII. Print, Broadcast, Electronic Media, Media Advisories

IX. Stakeholders: 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

Assignments:

1. Reading

2. Written homework assignments  

3. Examine and discuss case studies

4. Write and present a PR/publicity plan  

5. Prepare and present a social media communications plan

6. Analyze persuasive business communication

7. Weekly examinations of current public relations practices and implementations

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 assignments ; Write a PR/publicity plan
Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.		Problem Solving 20 - 30%
Examine and discuss case studies; Analyze persuasive business communication
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.		Skill Demonstrations 40 - 50%
Examine and discuss case studies; Prepare and present a social media communications plan
Exams: All forms of formal testing, other than skill performance exams.		Exams 10 - 20%
Weekly examinations of current public relations practices and implementations
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:

Instructor prepared materials

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