COM-630 is scheduled for the Fall 2001 semester.
The
following syllabus will be updated during August 2001.
Prerequisites:
Admission into
the Public Relations Management track of the Multidisciplinary Studies master's
program, as well as completion of COM-610 and COM-620
Textbook:
No textbook for this
course
Course Description
COM-630 will
explore the management aspects of writing, design and production of specialized
messages
- Strategic dimensions of writing, design and research
-
Managing the communication process
- Managing channels of communication
- Research in the management process
- Application of public relations
strategies and tactics to various specialized areas, such as fund raising,
lobbying, litigation, and sponsorships.
Week 1 (Sep 2)
Introduction; Survey Research
[Assignment
A: Survey Questionnaire]
Week 2 (Sep 9)
Survey (Administration)
[Assignment A
due]
Week 3 (Sep 16)
Library, Internet and Public Relations
Research
Guest speaker: Hilary Sternberg MLS
Class will meet in Butler
Library Room 208 at 6 p.m. and Room 315 /Cyberquad at 7:05 p.m.
Week 4 (Sep 23)
Focus Groups
[Assignment B: Focus
Group]
Week 5 (Sep 30)
Political-Governmental Relations
Guest
speakers: Denise Herkey & Peter Cutler
[Assignment B due]
Week 6 (Oct 7)
Media Relations
Week 7 (Oct 14)
Fund raising and Public Relations
Guest
speakers: Susan Siewic APR & Carol Darstein JD
[Assignment C: Grant
Proposal]
Week 8 (Oct 21)
Strategic Aspects of Graphics
[Assignment C due]
Week 9 (Oct 28)
Lawyers and Public Relation
Guest
speaker: Barry Covert JD
Week 10 (Nov 4)
Strategic Aspects of Writing
[Assignment
D: Strategic Writing]
Week 11 (Nov 11)
No class. Veterans Day
[Assignment D
due; mail or fax]
Week 12 (Nov 18)
Public Relations Planning
Guest speaker:
Ann Carden APR
[Assignment E: Issues Management]
Week 13 (Nov 25)
No class. Thanksgiving
Week 14 (Dec 2)
Investor Relations
Guest speaker: Ken
Houseknecht APR
[Assignment E due]
Week 15 (Dec 9)
Human Resources, Special Event
Guest
speaker
Prepare a questionnaire for a survey research project, addressing a situation of your own choosing. Include preliminary information explaining the topic and research objectives, and an outline of your sampling methods. Provide a first-page of the questionnaire with instructions for respondents. Include at least 12 content items, plus a section of demographic items. Add an annotation of the rationale or intended use for each question/answer item.
Critique and evaluation will be based on the following:
10%
Explanation of topic and research objectives
10% Sampling techniques
10% Clarity of instructions within questionnaire
30% Appropriateness of
questions/items
30% Appropriateness of answer categories
10% Annotation
re: rationale or intended use for each question/answer item
Prepare an outline for a focus group research project for a situation of your own choosing. Include preliminary information explaining the topic and research objectives and an outline of your selection process for group members. Include a discussion guide with questions and stimuli.
Critique and evaluation will be based on the following:
10%
Explanation of topic and research objectives
30% Criteria for and selection
methods for panel, questionnaire as appropriate
40% Discussion guide with
questions, stimuli, etc.
20% Format for final report
Prepare a grant proposal based on information to be handed out in class.
Critique and evaluation criteria are still to be determined.
Prepare a planning sheet indicating key publics, analysis of wants/interests/needs, benefits, public relations objectives, and readership level for a scenario to be presented in class. Then write a news release to present this information to a local newspaper.
Critique and evaluation will be based on the following:
20% Planning
sheet
10% Appropriate lead
10% Writing to readers' interests; benefit
statement
10% Effective use of quotes; impact of quotes
10% Attribution
of information; news tone
10% Action statement
10% Polished writing
10% Writing to objectives
10% Writing mechanics (spelling, grammar,
punctuation, language usage)
Prepare a clear indication of the issue or situation you will address in the final project (COM-640 or COM-690). Include in this an overview of the organization, and a statement and analysis of the situation.
Critique and evaluation will be based on the following:
25% Overview
and background of the organization
25% Overview and background of the issue
or situation to be addressed
25% Overview of the internal environment
surrounding this situation, including its significance to the organization, the
amount of support within the organization for addressing this situation, and
the organization's resources (budget, personnel & equipment) available for
dealing with this situation
25% Overview of the direction you expect to
take in addressing this issue, specifically a research program, strategy,
tactics, and evaluation methods.
Connect with Ron Smith's home page.
Contact Ron Smith at smithrd@bscmail.buffalostate.edu.