CA363:
Prerequisites
Meeting Times, Location, & Course Delivery Details
This course explores strategic communication processes intended to build relationships between organizations and their public. Students will learn about the theoretical underpinnings of public and media relations, in addition to the principles, strategies, and best practices common within the field. Skills taught include active listening, relationship building, interviewing, negotiating, making public presentations, and event planning. Prerequisite: CA233.
Contact Information
Textbook: A Modern Guide to Public Relations: Unveiling the Mystery of PR: Including: Content Marketing, SEO, Social Media & PR Best Practices
ISBN: 1736514008
Author: Amy Rosenberg
Publisher: Veracity Marketing
1) Explore theories, models, methods, and best practices in copywriting for public media
2) Understand the principles of comm theory and design theory
3) Develop skills in a variety of media & technologies appropriate to an audience &
standard within the field
Tentative Course Schedule: Modules will contain weekly reading/annotation assignments in Blackboard as well as any major projects or papers. All module assignments are due the following Sunday at 5 pm unless otherwise noted. Assignments must be submitted via Blackboard link. Do not email assignments.
| Week of 8/18 | MODULE 1: Blackboard Readings & Intro and CH 1 PR 101 Week of 8/25 |
Week of 8/25 | MODULE 2: Blackboard Readings & CH 2 Forget Your Story Project #1: Media Relations Campaign Review Assigned (due 9/7 by 5pm) |
Week of 9/1 | MODULE 3: Blackboard Readings & CH 3 Your PR Toolbox |
Week of 9/8 | MODULE 4: Blackboard Readings & CH 4 Understanding the Media Project #2: Electronic Media Kit Assigned (due 9/28 by 5pm) |
Week of 9/15 | MODULE 5: Blackboard Readings & CH 5 Working with Print and Online |
Week of 9/22 | MODULE 6: Blackboard Readings & CH 6 Working with Television |
Week of 9/29 | MODULE 7: Blackboard Readings & CH 7 Working with Radio and Podcasts |
Week of 10/6 | MODULE 8: Blackboard Readings & CH 8 Operating like a Newsroom Project #3: Promotional Rack Card Assigned (due 10/19 by 5pm) |
Week of 10/13 | MODULE 9: Blackboard Readings & CH 9 PR Cheats 6 |
Week of 10/20 | MODULE 10: Blackboard Readings & CH 10 Infusing Other Disciplines |
Week of 10/27 | MODULE 11: Blackboard Readings & CH 11 Tying it All Together |
Week of 11/3 | MODULE 12: Blackboard Readings & CH 12 Living the PR Lifestyle Project #4: Toastmasters’ Speech Assigned (due 11/16 by 5pm) |
Week of 11/10 | MODULE 13: Blackboard Readings & Toastmasters/Self Eval |
Week of 11/17 | MODULE 14: Blackboard Readings & Interviews from “The New New Journalism” |
Week of 11/24 | MODULE 15: These last two weeks we will focus on careers in journalism and public relations, leaning heavily on the latter. Your assignment is to interview a journalist, a public relations professional, or someone who works in media relations. |
Week of 12/1 | MODULE 16: These last two weeks we will focus on careers in journalism and public relations, leaning heavily on the latter. Your assignment is to interview a journalist, a public relations professional, or someone who works in media relations. THE FINAL EXAM/INTERVIEW RESPONSE IS DUE 11/30 BY 5 PM. |
Major Assignment Descriptions:
Project #1: Find a Media Relations campaign you would like to review. No student can do the
same campaign as someone else. So, I will ask you to share the campaign on Blackboard in a designated
Discussion Board. Once you have your campaign chosen, you need to find the following elements:
● Some sort of live interview--Either with a specific outlet or at a press conference
● The Media Kit (or at least a press release)
● Some of the media coverage that this campaign generated
Evaluate the campaign in essay format based on the following areas:
● The speaking quality to the press
● The tone of the coverage and its ability to carry the theme most likely desired by the PR person
● What do you believe went well?
● What could have been improved?
Be thorough and include specific examples from the campaign to illustrate the points you are trying to
make.
You will have three weeks to work on this assignment. Due Date: 9/7
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Project #2 Media Kit: While there are print and electronic media kits, this project will be an
electronic media kit.
Select a client with something that could use an electronic media kit (either an upcoming event, a product
or project launch, a major announcement, etc.). There cannot be an existing media kit for the selected
event/individual/organization.
Each Media Kit is unique to its purpose, but at the very least your kit needs to
include:
● A press release
● A FAQ
● A Backgrounder
● Photos
The above items are the “least” that you need. It would not be an A project to just do the very least. Other
items to consider: illustrations, a brochure, samples, etc. You also need to consider formatting—use
effective layout and design and have a visual theme or brand identity across each piece of your Media Kit.
You will have 3 weeks to complete this project. Be sure your kit is saved in PDF format. Due date: 9/28
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Project #3 Rack Card: Design a promotional rack card to use in advertising/marketing one of Wilmington
College's academic programs.
First, select an academic major from the college website--it is helpful if you select a major that already
includes a link to an “8-semester plan.” Then, use background information about the major, its faculty, its
curriculum, its academic plan, and its career outcomes to design a rack card (sized either 3.5″ x 8.5″ or 4″ x
9″).
You will be able to use either InDesign (if experienced) or Canva to design your rack card. Once
complete, you will present it via Discussion Board upload to the class for review/discussion. In
addition, you will need to develop a 5-slide deck (saved in a single PDF) that conveys your concept,
branding (must use WC-brand colors), layout, and final design. Upload the PDF to Blackboard.
For inspiration, consider: https://brandpacks.com/rack-card-templates-design-ideas/
You will have 3 weeks to complete this project. Due date: 10/19
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Project #4 Toastmasters Speech: The purpose of this project is to introduce yourself to the class and learn the
basic structure of a public speech. Your speech may be humorous, informational, or any other style
that appeals to you.
Your Toastmasters' speech can cover any part of your life. What you speak about is completely at your
discretion. Your speech will need an opening, a body, and a conclusion. As you consider what to include,
keep in mind that the length of the speech is four to six minutes. Be sure to practice your speech in front
of a mirror, and present it to a family member or friend to get their feedback. Be aware that these speeches
will be LIVE- so make sure your background is appropriate. These speeches will be conducted via Zoom. A sign-up genius link will be added to Blackboard where you can select the time you would like to present along with an area to upload your transcribed speech. Once everyone in the class has selected times, each student will be asked to attend at least one other speech as part of their own grade.
Be prepared to provide feedback after the speech has concluded (there is a
project in Blackboard to provide your feedback). I will provide a tips sheet for giving feedback on
Blackboard as well. Links to the meeting will be sent out via email 11/9 and the speeches will be on
Tuesday and Thursday throughout the day.
Your uploaded transcript is due in 3 weeks. Due date: 11/16
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Final Project #5: You will interview someone who works in journalism, public relations,
and/or media relations and record their responses to the following interview questions:
● Why do you love PR/journalism/media relations?
● What is your ideal work environment?
● When responding to media and public inquiries, what question do you find most difficult to
answer?
● What does “public relations” mean to you?
● What sources of media do you follow regularly, and why those ones?
● Describe a media crisis you had. How did you handle it?
● What's the difference between public relations and advertising?
● Why do companies need public relations?
● In what direction do you see the public relations industry and/or journalism heading?
● What personality characteristics are most important to be successful in PR/journalism/media
relations?
● Do you believe there is a communications crisis right now?
● +Make sure to add at least 5 of your own questions to make the interview your own
Be sure to take detailed notes and thoroughly record your interviewee's responses. You may not use
anyone from the Wilmington College PR team for this assignment. Save your interview notes in PDF
format and upload them to Blackboard. You have 2 weeks to complete this assignment. Due date: 11/30
Students will be evaluated via performance indicators applied to a variety of assignments, quizzes, and tests designed to evaluate students’ mastery of course concepts.
A = above 89%
B = 80 – 89%
C = 70 – 79%
D = 60 – 69%
F = below 60%
All late work will be returned to students with no grade (zero) for that assignment. Students are instructed to request an extension for any assignment that cannot be completed by the deadline. Requests must come in at least 48 hours prior to the start of the class during which the assignment is due.
Instructor Course Policies
As is consistent in the field of journalism and public relations, punctuality and the ability to meet deadlines
are critical attributes for any individual working to achieve success in the field. Therefore, in this classroom,
we practice those attributes. It is expected that all assignments meet the deadlines specified in the syllabus.
See the current Student Handbook for the College’s Academic Integrity Policies as they pertain to
examinations, plagiarism, classroom behavior, and the process for handling academic misconduct charges.
Institutional and Program-Level Policies
All exams will follow the Final Exam Schedule. Students scheduled to take three or more final examinations on one day may request to arrange their examination schedule, so no more than two exams occur on one day.
Requests for early or late exams are considered only under extreme circumstances. Prior to the exam period, the student must file a written request on the Early/Late Exam Form available in the Student One Stop Center, Academic Records, and on the WC portal. The form must be signed by the Instructor and the Academic Dean, approving the alternate exam time. This process must be completed prior to the scheduled exam period.
Undergraduate: SP25 Final Exam Schedule Graduate:
Out-of-class Work Expectation A minimum of 2 hours of out-of-class student work is expected for each hour of in-class time for traditional face-to-face courses. For online and hybrid courses, the combination of face-to-face time and out-of-class work should be equal to 3 hours per credit hour per week. |
Instructional Course Delivery |
Academic Integrity Policy The use of generative AI is prohibited except where expressly allowed in assignment instructions. |
Class Attendance Policy |
Accessibility and Disability Services
Accessibility and Disability Services
Wilmington College provides accommodations and services for student with a variety of disabilities, including chronic illnesses, psychological, physical, medical, learning, and sensory disability amongst others. If you anticipate or experience barriers based on disability and feel you may need a reasonable accommodation to fulfill the essential functions of this course, you are encouraged to contact:
Spencer Izor, Associate Vice President of Compliance - Title IX/ADA Coordinator at spencer.izor@wilmington.edu or 937-481-2365 or Nathan Flack, Academic Resource Manager at 937-481-2208 to learn more about the process and procedures for requesting accommodations, or by visiting College Hall Room 306a or the Robinson Communication Center, Room 103.
Religious Accommodations
Wilmington College strives for an inclusive climate and welcomes students from all backgrounds, faiths, and experiences. If religious observance impedes your ability to participate fully in classroom activities or a principal holiday from your religious tradition occurs during the semester and conflicts with class meetings or activities, please make the professor aware of this immediately to determine if a reasonable accommodation is possible.