Sep 28, 2022  
College Catalog 2021-2022 
    
College Catalog 2021-2022 [ARCHIVED CATALOG]

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SPCH 2600 - Public Relations Communication

Credit Hours: 4.00


Prerequisites: SPCH 1060 

Communication practices and principles of public relations. Relate with various publics using surveys, media, writing, and creating events. Establish good relations with employees and community using tried methods. Principles of avoiding and responding to emergencies.

Billable Contact Hours: 4

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OUTCOMES AND OBJECTIVES
Outcome 1:
Upon completion of this course, students will be able to present skills based on the objectives of the Speech Communication Competency Speaker Criteria (NCA).

Objectives:

  1. Relate the three standards against which public relations effectiveness is measured: ethical, social responsibility, and financial responsibility to determine the moral and immoral approaches to audiences and messages.
  2. Use language and grammar in writing that is appropriate to the topic, audience, occasion, and context.
  3. Use the Speech Communication Competency Speaker Criteria (NCA) for: pronunciation, articulation, and vocal variety in rate, pitch, and intensity to heighten and maintain interests as well as physical behaviors that support the verbal message (builds on the objectives from Speech 1060).

Outcome 2:
Upon completion of this course, students will be able to document their public relations research and methods.

Objectives:

  1. Describe the function of public relations in organizations indicating the trends that shape the growth and development of public relations as a management function and as a profession different from publicity, press agentry, promotion, advertising, marketing, and merchandising.
  2. Explain how public relations practitioners use research to define problems, develop plans to solve them, implement those plans and evaluate the results of their programs and campaigns.
  3. Develop the ability to discriminate among a variety of research methods and to determine which are most applicable to particular stage of the public relations process.

Outcome 3:
Upon completion of this course, students will be able to produce research analysis, campaign plans, and evaluation procedures.

Objectives:

  1. Relate the three standards against which public relations effectiveness is measured: ethical, social responsibility, and financial responsibility to determine the moral and immoral approaches to audiences and messages.
  2. Use language and grammar in writing that is appropriate to the topic, audience, occasion, and context.
  3. Use the Speech Communication Competency Speaker Criteria (NCA) for: pronunciation, articulation, and vocal variety in rate, pitch, and intensity to heighten and maintain interests as well as physical behaviors that support the verbal message (builds on the objectives from Speech 1060).
  4. Describe the function of public relations in organizations indicating the trends that shape the growth and development of public relations as a management function and as a profession different from publicity, press agentry, promotion, advertising, marketing, and merchandising.
  5. Explain how public relations practitioners use research to define problems, develop plans to solve them, implement those plans and evaluate the results of their programs and campaigns.
  6. Identify the tasks involved in managing the public relations function: managing client relationships, overseeing creative staff, and establishing a schedule of fees for services rendered.
  7. Demonstrate the technical skill and knowledge of producing a variety of publicity materials including publications, print and video news releases, news conferences, media interviews, promotions, and special events.
  8. Demonstrate the technical skill and knowledge necessary to use a R‐A‐C‐E formula to create a public relations campaign.
  9. Develop a public relations flexible crisis plan prepared in advance.

Outcome 4:
Upon completion of this course, students will be able to present campaign programs demonstrating ability to perform public relations management functions.

Objectives:

  1. Describe the function of public relations in organizations indicating the trends that shape the growth and development of public relations as a management function and as a profession different from publicity, press agentry, promotion, advertising, marketing, and merchandising.
  2. Explain how public relations practitioners use research to define problems, develop plans to solve them, implement those plans and evaluate the results of their programs and campaigns.
  3. Identify the tasks involved in managing the public relations function: managing client relationships, overseeing creative staff, and establishing a schedule of fees for services rendered.
  4. Demonstrate the technical skill and knowledge of producing a variety of publicity materials including publications, print and video news releases, news conferences, media interviews, promotions, and special events.
  5. Demonstrate the technical skill and knowledge necessary to use a R‐A‐C‐E formula to create a public relations campaign.
  6. Develop a public relations flexible crisis plan prepared in advance.

COMMON DEGREE OUTCOMES (CDO)
• Communication: The graduate can communicate effectively for the intended purpose and audience.
• Critical Thinking: The graduate can make informed decisions after analyzing information or evidence related to the issue.
• Global Literacy: The graduate can analyze human behavior or experiences through cultural, social, political, or economic perspectives.
• Information Literacy: The graduate can responsibly use information gathered from a variety of formats in order to complete a task.
• Quantitative Reasoning: The graduate can apply quantitative methods or evidence to solve problems or make judgments.
• Scientific Literacy: The graduate can produce or interpret scientific information presented in a variety of formats.

CDO marked YES apply to this course:
Communication: YES
Critical Thinking: YES
Global Literacy: YES
Information Literacy: YES
COURSE CONTENT OUTLINE
TEACHING MODEL: THEORY, SKILL PRACTICE, SKILL PERFORMANCE

  1. Assessments Theory of Group Work
    1. Forming, Norming, Storming, Performing Model
  2. Unit One - Public Relations: Role, History and Futuristic Concerns
    1. Problem: What is the role of public relations communication in the workplace?
    2. Theory Base
      1. The realities of Public Relations
      2. P.R.’s Origins and Evaluation
      3. P.R. Trends
    3. Skill Practice Assessment
    4. Performance
  3. Unit Two - Research for P.R.
    1. Problem: How does a practitioner…?
      1. Learn about publics and public opinions
      2. Research for a background to plan
      3. Research processes, procedures and techniques
    2. Theory Base
      1. Identify and describe publics
      2. Research media
      3. Determine issues
      4. Measure public opinion
      5. Research sources
      6. Using research for planning and monitoring
      7. Research processes, procedures and techniques
    3. Skill Practice Assessment
    4. Performance
  4. Unit Three - Theory, Ethics, and Laws Affecting P.R. Practice
    1. Problem(s): What do practitioners need to know to practice public relations?
    2. Theory Base
      1. Persuasion and communication theories
      2. P.R. ethics and responsibilities
      3. P.R. and the law
    3. Skill Practice Assessment
    4. Performance
  5. Unit Four - Public Relations in Action
    1. Problem: What is the work of a public relations practitioner?
    2. Theory Base
      1. Problem solving strategies
      2. Communication channels and media
      3. Tactics and techniques: Details that make P.R. Strategies work
      4. Campaigns
      5. Crisis Management
    3. Skill Practice Assessment
    4. Service Learning
    5. Performance
  6. Post Assessment

Primary Faculty
McKenney, Janet
Secondary Faculty
Fox, Janice
Associate Dean
Ternullo, Annette
Dean
Pritchett, Marie



Official Course Syllabus - Macomb Community College, 14500 E 12 Mile Road, Warren, MI 48088



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