Assistant Secretary of Defense for Public Affairs Victoria Clarke and Army Maj. Gen. Stanley A. McChrystal answer reporters' question during an April 4, 2003, Pentagon press conference about the progress of coalition forces in Iraq. (U.S. Department of Defense photo)
29-360 Principles of Public Relations, 3 hours
Course description
An overview of public relations as practiced historically and in contemporary America. It provides a comprehensive foundation of theoretical and applied knowledge necessary to become a public relations practitioner.
Course instructor:
Contact Dr. John R. Fisher
More information about Dr. Fisher
Students will write a short paper about a public relations principle. The paper should be 4-5 pages, typed, double-spaced, and utilize footnotes and include a bibliography. The paper will be posted online so other class members can add it to their notes and use it in preparation for the exam. (10%)
Examples of student papers
Agenda Setting
Cultivation Theory
Elaboration Likelihood Model
Honesty, Integrity and Ethics
Lecture: What is a PR principle?
Grading guidelines
Research Project
As individuals or in teams students will participate in a research project using a survey or focus group methodology. The data from the research project should lead to establishing objectives and strategies in a public relations campaign. Students will be expected to 1) find and read materials that outline how to use their research methodology, 2) do a literature search on the topic, 3) design an instrument or an interview schedule that will address the research problem, 4) conduct an interview, survey or focus group, 5) analyze the data, and 6) discuss the findings relating the findings to the literature and the campaign. The instructor must approve all research and campaign topics. If working in teams, students must log their participation and evaluate their contribution to the group work. (This project is worth 20% of the grade.)
Examples of student research
Humane Society
Is caffeine really a problem?
Farm Safety
Grading guidelines
Campaign Plan
As individuals or in teams, develop a public
relations campaign. Design the public relations campaign building
on what was learned in the research. Prepare a formal, written planning
document providing background, detailing objectives, strategies, and
specific activities. Integrate information from chapters 20, 21
and 22 into the design of the campaign. If you are working in a team,
log your participation and evaluate your contribution to the group
work. (20%)
A number of examples of campaigns are described
throughout the Wilcox (2003) text. For example, page 427
describes a fund raising campaign for the Old Globe Theater in San
Diego. Page 437 describes how the University of Connecticut
raised $1 billion to construct new buildings.
Online resources:
Objectives:
The weakest link in PR campaigns
Click here to see the grading criteria for the campaign plan. Use it as a checklist when preparing your campaign.
Examples of student campaigns
Nebraska Humane SocietyPublicity Materials
As individuals, you will prepare publicity materials to be used as part of your campaign. If working in a team, you should agree on which materials you will work on as an individual. Since all forms of publicity do not require equal effort, you should do a minimum of two projects from group A (news releases, fact sheets, flyers, posters, and billboards) or a minimum of one from group B (newsletters, brochures, written speeches with visual aids, public service announcements for radio or television, and web pages). Contact the instructor if you have any ideas for publicity that are not listed. (20%)
Examples of student publicity
The following Internet resources provide guidelines for effective publicity.
Click here for grading criteria to use as a guide in doing the publicity materials assignment.