University of the PacificGraduate Course Approval Form

Please fill in all infonnation. After all required signatures are obtained on page two, send to Research andGraduate Studies, Knoles Hall, 2nd Floor. Research and Graduate Studies will then forward to theAcademic Affairs Committee, Office of the Provost, Anderson Hall, 2nd Floor.

Department: Communication

Date: April 13, 2006

Contact Person:Jon Schamber

Department: Communication

Phone: 946-2505

School or College: COP

Course Number: Comm 275

Select below

Addition DRevision [g]

Deletion D

Title: Graduate Seminar in Public Relation Units: 4

Minimum Number of Students: 10

Prerequisites: none

If replacing a course, old course title and number: Comm 295f Graduate Seminar in Public Relations

~ Catalog Description (attach additional paperwork if necessary):This is iust the number chanee. There is no description provided in the Graduate C:'!talo

~

What are the reasons for the new course (e.g., studen.t needs, major, etc.), program changes ordeletion of the program?The Department is doing curriculum revision.

proved, when will this be implemented? Fall [g] Spring D Year 11200611

What is the anticipated impact on resources (faculty, funds, library, materials, etc.) f'J. r:t­na

Describe any specific facilities or technology needs. N (\­na

APPROV AL PROCESS

Approved by:

1. Action by department requesting addition/change:

~ '-" Date: lfl ~/66t I

6. Action by the "''I'''E>.'j'~. ~. ~ 1\ f \ I .

Approved by: \ };i.."- \II! ~~ lJl Date: b·Db

7. Actionby the Gradna]clieS Committee(ast...Approved by: ,,({fA. Date: V/z. >~ h

8. Action by the Academic Affairs Committee:

Approved by: Date:

2. Action by the Curriculum and/or Graduate Studies Committee of the SchooI/CoIIe!!e:

f~U~ lu.Approved by: t1/LrJ .,1 J < a. h 1..~ Date: q CJ:-l- ~- I

4. Actionby theDeae L~b~ j). ; / / _1/Approved by: .r:, ~ Date: ~

5. Action by the Director of Educational Technology Services (if computer lab, software needed):

N~ Date:Approved by:

Approved by:

After approval by the Academic Affairs Committee, information regarding new, revised, or deletedprograms and courses is sent to the Registrar for listing in or modifying the catalog.

Form revised 9/4/03

Comm. 295f r-.J§raauate Seminar in P'R r-.J~a((·o5[Wednesdays]

Dr. Carol Ann Hackley, APR FEL

Office ph.: (209) 946-3046Home ph.: (209) 478-3470Home ph. & FAX: (209) 478-2063Cell ph.: (209) 915-4089email: tchackley@ao1.com

Course Description:

Office: Comm. Dept. #9Office Hours: Tuesdays - 3 - 5 p.m.

Wednesdays: 1 - 3p.mThursdays: 10 - Noon; 3 - 5 p.m.[and other times by appointment]

The Graduate Seminar in Public Relations is designed through in-depth study andresearch to formalize understanding of Public Relations: theory and practice,functions in organizations and role in society. You will study concepts and theoriesrelated to public relations' role in social systems. A 1'mockt' APR will testknowledge at the end of the semester with both a written and an oral examination.

Pacific Honor Code:

The University Honor Code is an essential element in academic integrity. It is a·violation of the Honor Code to give or receive information from another studentduring an examination; to use unauthorized sources during an examination; or tosubmit all or part of someone else's work or ideas as one's own. If a studentviolates the Honor Code, he/she may be penalized with failure of the assignment orfailure {)f the ·course. The student may also be reprimanded or suspended from theUniversity. A complete statement of the Honor Code may be found in the Student.Handbook.

Dr. Hackley's Code:

All requirements, assignments, projects, etc., must be completed to pass this course.If there are extenuating circumstances affecting your ability to perform in class or tocomplete assignments on time, call me PRIOR TO THE DUE DATE. Attendanceis MANDATORY. You are expected to be on time, just as you would for a careerposition. Excused absences require notification of professor.

Besure all work is your own, or that attribution is given. Proofread all work.While corrected typos are acceptable, if neatly changed, you will be graded downfor careless errors that you have not caught. Errors in spelling of proper nouns will

8/20/05 Grad Seminar 2005 Fall Page 1

result in an F/Zero----no points,

Rules for professional conduct: No ball caps; no gum; no pagers or cell phones(except in emergencies, turned to silent or vibration),

Textbooks:

Effective Public Relations, Cutlip, Center & Broom

WORDSMITHING: The Art &: Craft of Writing for Public Relations, Rhody &Hackley

The Wall Street Journal- subscription

Elective textbook (for Book Review)

Gradina::

10% Project I10% Project II10% Project III10% Project IV10% Book Review, Written Assignments, Speaker Summaries, Miscellaneous50% APR Written & Oral Exam

Assignments will be graded on a ten-point scale:A = 10' A- = 9' B+ = 8' B = 7; B- = 6; C+ = 5' C = 4; C- = 3' D+ = 2' D = I' F =, , , - , ",0,

Speaker Summaries:

You will be required to write Speaker Summaries in memo format (maximum twopages), to be submitted the following week, Dress professionally for all announcedspeakers' presentations (Women: suit, dress, dress slacks, skirt and blouse orsweater; Men: slacks and shirt & tie, with jacket optional.)

You will be required to submit TWO copies of each assignment. One will be kepton file in the department, and the other will be graded and returned to you,

Projects:

Project I: Chapters L 2. 3.4 - DUE 9/14 - Groups

Historical Perspective: Putting the events key to public relations history intohistorical perspective, create a time-line presentation that will reflect the era, itssignificant events "in the news," leaders, politics/elections/government, education,

8/20/05 Grad Seminar 2005 Fall Page 2

business, commerce, financial institutions, money, career choices, masscommuniction, music, ads/commercials, movies, entertainment, sports, games, attire,hairstyles, shoes, books, appliances and inventions, foods, drinks, fads, dances, valuesor mores, religion, transportation and travel, cars, health/illnesses, sayings or popularexpressions/cliches, crime, etc. Be creative. Present your assigned "era" to theclass, so that your peers will be able to remember the time and put the issues andcharacters from public relations into the perspective of what was happening at thattime ..

Eras:1900-1920 - Group I1920-1940 - Group II1940-1960 - Group III1960-1980 - Group IV1980-2005 - Group V

Presentation and packaging will be important. Each group will be allotted 30minutes. Plan to give the rest of the graduate students something by which toremember your era.

Project II: Ch. 5.6. 7.8. 9 - DUE 10/19 - Individual~

Select a case study to present to the class, using original research, including aminimum of two interviews (in person or via telephone or email).

Cases: Nestle Baby Formula; EXXON and Prince William Sound; 2004 TsunamiResponse;WiUiams& Ketchum; HiH&Knowlton and Citizens for a Free Kuwait;Union Carbide & Bhopal; American Red Cross & 9/11; Procter & Gamble and the"Satanic logo;"Martha Stewart; Michael Jackson; Enron; World Com; Dow Corning's silicone breastimplants; Nike's Labor Practices; Perrier's tainted bottled water.

Project III: Ch. 10. 1L 12. 13 - DUE 11/2 - Individuals

Select a special event to present to the class, bringing in "show & tell" to share inyour presentation.

Proiect IV: Ch. 14. 15. 16. 17 - DUE 11/16 - Groups

Select an area of practice to present to the class in 20-minutes, exploring areas forcareers, and reviewing background.

Groups:1. Business & Industry;2. Government and Politics;

8/20/05 Grad Seminar 2005 Fall Page 3

3. Non-profits;4. Health Care;5. Education;6. Trade Associations,7. Professional Societies and Labor Unions.

Miscellaneous Projects:

WANTED: DEAD OR AYVE: DUE 9/7 - Individual.§.

-From the "WANT-ED: DEAD DR ALIVE"-1i-stbelow ,select one from eachcolumn, and prepare a two-page maximum report. Go beyond what's in thetextbook. And, for the "alive"---interview the individual and/or colleagues, to getdirect quotes. Be sure that one--if not both--are from your group's selected era.

ProfessionaIOr~anizations: DUE 9/21 - Individuals

Select one of the professional organizations, and report on it, beyond the book.Bring in sample publications, interview someone from the organization, etc. Becreative! Make the organizations memorable, including purpose, membershiprequirements, etc. Make copies of your report, to distribute to the class.

1. PRSA2. PRSSA3. IPRA4. NSPRA5. IABC6. Hispanic Public Relations Association7. Hospital Public Relations8. Advertising Club9. Arthur W. Page Society10.Direct Marketing Association11.AETMC - Public Relations Section12. ICA - Public Relations Section13. PR Academy (SF)14. PR Exchange (Stockton)15. PR Round-Table (SF)

Livin~ Textbook: Media Monitorin~ - DUE 11130- Individuals

Clip articles that pertain to a public relations issue, problem, crisis, etc. Categorizethe articles, and comment on the handling and lessons learned. You'll be creating a"living textbook" Hof-current issues in the news. Compile in any format that youselect. This should be a useful reference for your future career.

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Book Reviews: DUE 12n - Individuals

Select an additional book to read and review for the class during the final session.Prepare a 2-page review, to distribute to others in the class. Include the book's title,author, publisher, ISBN, {;opyright date; # of pages, summary of the book and yourown assessment of the applicability to public relations careers, etc.

WORDSMITHINQ

Various writing assignments will be given from the new textbook, from time totime. Stand by for further notice!

COURSE OUTLINE:

Presented as a "map" to give us direction ...when a "side road" is appropriate, wewill change paths. Thus, consider this a guide, subject to adjustment.

Week/Date

1 8/24

2 8/31

39n

49/14

59/21

6 9/28

710/5

TOl2ic

Introduction: What is PR?

Contemporary Public Relations

Practitioners of Public Relations

Organizational Settings

Historical Perspectives

Ethics in PR"A Civil Action"

Legal ConsiderationsGM & Dateline/NBC

Readinfi Assi~nment

"Write It Right!"

EPR: Chapter 1, 2W: Ch.l,2

EPR: Chapter 3

W: Ch. 3, 4WANTED-DUE

EPR: Chapter 4Proiect I - DUEW: Ch. 5, 6

EPR: Chapter 5W: Ch. 7, 8

Professional Orgs. DUE

EPR: Chapter 6W: Ch. 9,10

EPR: Chapter 7W: Ch. 11, 12

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810/12 Theory & Practice EPR: Chapter 8Johnson & Johnson - Tylenol

W: Ch. 13, 14

9 10/19

"The Court of Public Opinion"EPR: Chapter 9Proiect II - DUEW: Ch. 15, 16

10 10/26

Media RelationsEPR: Chapter 10 & 11W: Ch. 17,18

1111/2

Research! Action PlanningEPR: Chapter 12 & 13Project III - DUEW: Ch. 19

12 11/9

COillillunication/Eval uationEPR: Chapter 14 & 15W: Section 4

13 11/16

Review for APR ExamEPR: Chapter 16 & 17Project IV - DUE

14 11/23

No class - Uayyy rThanksaivina!

15 11/30

Mock APR Exam: Written"Living Textbook:Media Monitoring" - DUE

1612n

Mock APR Exam: Oral &Book Reviews - DUEBook Reviews - Presentations

8/21/05 Grad Seminar 2005 Fall Page 6