CCCOnline LogoCourse Snapshot for JOU231- Intro to Public Relations

The information listed below is subject to change. Please review the course syllabus within your online course at the start of class.

Course Competencies

The competencies you will demonstrate in this course are as follows:

  1. Understands how public relations differs from advertising.
  2. Understands public relations from the historical perspective.
  3. Considers different types of public relations work.
  4. Considers ethical and legal responsibilities.
  5. Understands internal and external audiences.
  6. Understands the role of formal and informal public leaders.
  7. Recognizes persuasion as a tool for the public relations practitioner.
  8. Uses these research tools: the questionnaire, survey, focus groups, the internet and the interview.
  9. Understands readability formulas.
  10. Understands public relations jargon and doublespeak.
  11. Creates memos, reports, position papers, news releases and public service announcements.
  12. Develops public relations materials for special audiences: Scripts and speeches, newsletters, brochures, media kits and annual reports.
  13. Understands the importance of establishing a procedure to effectively manage crises communication.
Learning concepts for this course are enchanced using modules, websites, and online discussions.

Module Outcomes Mapped to Competencies

Module 1
  Outcomes Competencies
1 Summarize the term “public relations” and identify the multiple areas of communications it comprises. A, B, K
2 Describe the task of “strategic writing” as it applies to the public relations skill set. C, K
3 Identify which area(s) of public relations strategic writing are more appealing and/or challenging. A, B, C, I, K
4 Recognize different styles of journalistic writing and their impact on public relations communications. A, C, I
5 Apply industry standards for accuracy in grammar, spelling and AP style. I, K
Module 2
  Outcomes Competencies
1 Articulate the need for mission, values and goals in the public relations task, and explain the differences among them. D, E, F, M
2 Compose and defend a personal code of ethics for public relations writing. D, E, F, M
3 Hypothesize a public relations dilemma or crisis and formulate a workable solution that does not compromise one’s personal code of ethics. D, M
4 Discover the breadth of public relations websites and their diverse specialties. E, J, L
Module 3
  Outcomes Competencies
1 Identify specific audiences for press releases and media advisories, and the media role each one fills. D, E, G, K, L, M
2 Formulate, craft and plan the dissemination of a press release specific to class requirements. A, E, G, K, L
3 Identify a need for media coverage and compose an appeal to a media outlet that follows through on your recommendation for coverage. A, E, G, K, L
4 Design a purpose-specific media kit, prepare its contents and delineate similarities and differences between the print version and digital version. A, E, G, K, L
Module 4
  Outcomes Competencies
1 Apply professionalism and a personal code of ethics to marketing communications for revenue-generating business.  A, F, J
2 Adapt learned public relations skills and practices to fundraising and other nonprofit-related communication needs.  A, G, H
3 Describe the role of public relations as applied to consumer protection and/or group advocacy.  A, J
4 Integrate public relations standards and proficiencies into a model that applies equally to all public relations roles discussed thus far.  A, H, J
Module 5
  Outcomes Competencies
1 Recognize the need, means and methods for imparting good news or bad news to individuals and/or groups.  F, G
2 Demonstrate competency and knowledgeable preparation in preparing a public speech for someone else, and in preparing and delivering a speech personally.  F, L
3 Distinguish and describe the unique challenges of communicating to company employees or a corporate workforce via email.  F, G, L
4 Understand the diverse elements that should be included in an annual report, and identify an effective annual report.  F, G, L
5 Assimilate the requirements for creating a strong portfolio, develop the rationale for what should be included and determine the best format for sharing the contents of a portfolio.  F, L

Course Time Commitment and Expectations

The semester schedule for this course may be 15 weeks or 10 weeks in duration. Based on the course format, this table shows the approximate amount of time you should plan to spend per week on this course. This includes time to read/listen to the online content, participate in discussion forums, complete all assignments, and study the course material.

For accelerated courses, the amount of time required per week is greater. Note that regardless of course format, the course material is the same and all course competencies, module outcomes and assignments will be covered.

Course Activity Hours and Student Learning Hours
Course Credit Hours Course Format (Duration) Pace Relative to a 15 Week Course Course Activity Hours Student Learning Hours Per Week
4 15 Weeks - 180 11.5 to 12.5
4 10 Weeks 1.5x faster 180 17 to 19

Aside from typical reading assignments, this course has the following (Please Note: This list is subject to change based on the discretion of the instructor facilitating this course.):

Summary of Grading
Assignment Points %
Discussions (10 @ 25 points each) 250 27%
Copy Editing, Research, and Design Exercises (1 @ 60 points & 2 @ 30 points) 120 12%
Modules 1 - 4 Projects (4 @ 50 points each) 200 21%
Module 5 Portfolio Project (80 points) 80 8%
Assignments (8 @ 35 points each) 280 30%
Quizzes (2 @ 10 points each) 20 2%
TOTAL 950 100%

 

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