Active Outline

General Information

Course ID (CB01A and CB01B)
JOURD080.
Course Title (CB02)
Introduction to Public Relations
Course Credit Status
Credit - Degree Applicable
Effective Term
Fall 2024
Course Description
This course explores the principles, history, development, and current professional practice of public relations. Concepts of planning and executing effective communication strategies, including message design and distribution, for any organization will be covered. Applicable journalistic writing styles are also covered.
Faculty Requirements
Discipline 1
[Journalism]
FSA
[FHDA FSA - JOURNALISM]
Course Family
Not Applicable

Course Justification

This course focuses on specific skills that employers in businesses, non-profits, and government are looking for. C-ID compliant; transfers to CSUs that offer public relations and journalism majors. The course is part of the Public Relations Certificate of Achievement.

Foothill Equivalency

Does the course have a Foothill equivalent?
No
Foothill Course ID

Course Philosophy

Formerly Statement

Course Development Options

Basic Skill Status (CB08)
Course is not a basic skills course.
Grade Options
  • Letter Grade
  • Pass/No Pass
Repeat Limit
0

Transferability & Gen. Ed. Options

Transferability
Transferable to CSU only
C-IDArea(s)StatusDetails
JOURJournalismApprovedC-ID JOUR 150

Units and Hours

Summary

Minimum Credit Units
4.0
Maximum Credit Units
4.0

Weekly Student Hours

TypeIn ClassOut of Class
Lecture Hours4.08.0
Laboratory Hours0.00.0

Course Student Hours

Course Duration (Weeks)
12.0
Hours per unit divisor
36.0
Course In-Class (Contact) Hours
Lecture
48.0
Laboratory
0.0
Total
48.0
Course Out-of-Class Hours
Lecture
96.0
Laboratory
0.0
NA
0.0
Total
96.0

Prerequisite(s)

Corequisite(s)

Advisory(ies)

ESL D272. and ESL D273., or ESL D472. and ESL D473., or eligibility for EWRT D001A or EWRT D01AH or ESL D005.

Limitation(s) on Enrollment

Entrance Skill(s)

General Course Statement(s)

Methods of Instruction

Lecture and visual aids

Discussion of assigned reading

Discussion and problem solving performed in class

Quiz and examination review performed in class

Homework and extended projects

Guest speakers

Collaborative learning and small group exercises

In-class exploration of internet sites

Assignments

  1. Write press releases using public relations style, grammar and Associated Press style.
  2. Write short-answer essays that require researching and defining publics and target audiences for various public relations applications.
  3. Write a research project and participate in class debates to evaluate and analyze public relations campaigns, including legal and ethical aspects.
  4. Research and create public relations material for traditional and social media, including a class presentation.

Methods of Evaluation

  1. Short essays to measure comprehension and demonstrate analytical skills, evaluated according to correctness, development and depth.
  2. Class debates to demonstrate understanding of legal ethical issues, evaluated according to depth of analysis and coherence and professional protocols.
  3. Written standard press releases based on specified content to show mastery of journalistic leads, quotes and source attribution as applied to public relations. Evaluated according to clarity, correctness and adherence to style guidelines.
  4. Written final project which presents all components of a comprehensive public relations campaign (including identifying objectives, target markets, communication strategies, timeline/deadlines, budget, implementation plans and evaluation) for a local entity/organization. Evaluated on ability to integrate and analyze and present concepts that have been introduced and studied throughout the course, demonstrating knowledge of all components of an effective public relations campaign using a variety of tools used by public relations professionals.   
  5. Create final presentation to pitch the student-created public relations campaign to the client. Peer-critiqued and evaluated for clarity, correctness and creativity.

Essential Student Materials/Essential College Facilities

Essential Student Materials: 
  • None
Essential College Facilities:
  • None

Examples of Primary Texts and References

AuthorTitlePublisherDate/EditionISBN
Jasmine RobertsWriting for Strategic Communication IndustriesThe Ohio State University Textbook, Columbus, Ohio Creative Commons Attribution NonCommercial https://ohiostate.pressbooks.pub/stratcommwriting/#main2016Not provided
Alison TheakerThe Public Relations Handbook (Media Practice)Routledge2021 / 6th edition9780367278915
Whitney LehmannPublic Relations Writer’s HandbookRoutledge2020 / 1st edition9780815365280
AP editorsAssociated Press StylebookAssociated Press2022 / 56th editionISBN-10: 0917360702 ISBN-13: 978-0917360701

Examples of Supporting Texts and References

None.

Learning Outcomes and Objectives

Course Objectives

  • Examine the history, development and current practices of public relations in today's society and the global economy.
  • Analyze the distinctions and compare approaches of public relations, journalism, marketing, and advertising.
  • Analyze various public relations campaigns through the lenses of effectiveness and professional ethics.
  • Define publics and target audiences.
  • Create news releases using Associated Press style and correct grammar.
  • Formulate a public relations campaign; identify multiple strategies including multimedia and social media.

CSLOs

  • Demonstrate knowledge of the history, role and function of public relations in today's society and global economy.

  • Compare ethical and legal case studies and distinguish which of the chosen methods for handling the issues are best aligned with the Public Relations Society of America member code of ethics and media law.

  • Research and design a public relations strategy for a specific entity and create a press release (using Associated Press style) and associated media strategy, based on a stated goal and means of evaluating outcomes.

Outline

  1. Examine the history, development and current practices of public relations in today's society and the global economy.
    1. Birth of public relations profession and early applications.
    2. The modern context strategic communications.
    3. Public relations jobs, and the growth of PR as a profession. 
  2. Analyze the distinctions and compare approaches of public relations, journalism, marketing, and advertising.
    1. How public relations relates to marketing and advertising functions.
    2. Interdependence of journalism and public relations.
  3. Analyze various public relations campaigns through the lenses of effectiveness and professional ethics.
    1. Ethical codes and the Public Relations Society of America.
    2. Crisis management.
    3. Corporate social responsibility and ethics.
    4. Case studies.
  4. Define publics and target audiences.
    1. Social media and mainstream or legacy/traditional media relations targets.
    2. Internal and external audiences. 
    3. Consumer relations and marketing.
  5. Create news releases using Associated Press style and correct grammar.
    1. Grammar.
    2. Associated Press style.
    3. Types of news releases: Products, events and promotions, news, features.
    4. Writing for social media and broadcast.
  6. Formulate a public relations campaign; identify multiple strategies including multimedia and social media.
    1. Researching the topic/focus.
    2. Defining and analyzing the target audience.
    3. Setting objectives, timeline and budgeting.
    4. Choosing a persuasive strategy, including message and medium.
    5. Evaluating the campaign in terms of outcomes and ongoing strategies.
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