9/1/2024 3:21:24 AM |
| New Course (First Version) |
CATALOG INFORMATION
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Discipline and Nbr:
BMK 57 | Title:
INTRO PUBLIC RELATIONS |
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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 | 8 min. | Lab Scheduled | 0 |
| Contact DHR | 0 | | Contact DHR | 0 |
| Contact Total | 1.50 | | Contact Total | 26.25 |
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| 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: communications strategies to build strong relationships with an organization's customers and stockholders. Topics include writing press releases, product launches, media relations, planning a public relations program, integrated marketing, event publicity and investor relations.
Prerequisites/Corequisites:
Recommended Preparation:
Eligibility for ENGL 100 or ESL 100
Limits on Enrollment:
Schedule of Classes Information
Description:
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PR and marketing communications strategies to build strong relationships with an organization's consumers and stockholders. Key topics include press releases, media relations, product launches and event marketing.
(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:
Not Certificate/Major Applicable
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 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 a successful marketing/PR event
7. Prepare an effective PR strategy for a new product launch
8. Employ strategic thinking and influencing for successful media
relations
9. Evaluate product attributes and translate them into viable PR
initiatives
Topics and Scope
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The students will be required to apply the following concepts:
1. Communication management
2. Integrated marketing communications
3. Image shaping
4. Situational analysis
5. Marketing writing, pitch preparation, follow-up
6. Ethics and responsibility
7. Crisis management
8. Print, broadcast, electronic media
9. Investors, government regulations, communities
10. Multicultural/International requirements
Assignments:
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1. examine and discuss case studies
2. write a Public Relations plan
3. prepare an event plan
4. participate in creative team activities
5. analyze persuasive marketing communication
6. press releases or other PR materials
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, project report: online/direct marketing 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 and team activities | |
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams. | Skill Demonstrations 40 - 50% |
Class performances, Performance exams | |
Exams: All forms of formal testing, other than skill performance exams. | Exams 10 - 20% |
Multiple choice | |
Other: Includes any assessment tools that do not logically fit into the above categories. | Other Category 10 - 20% |
Class participation | |
Representative Textbooks and Materials:
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Effective Public Relations by Cutlip, Center and Brown, Published by
Prentice Hall, copyright 2000
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