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Public Relations Principles

Course Details

Course Number
MCOM 4683
Section Number
MCOM 4683
Fall 2013
Fain Fine Arts Center
Classroom Number
Days & Times

MWF @ 10 – 10:50 a.m.

Liz Minden (view Profile)

Course Attachments


Course Objectives


This course examines the nature of public relations, how it functions, and its role in organizations and society.  The course is designed to provide a broad understanding of the development and practice of public relations, as well as the profession’s theory, issues and trends.  In addition to learning from lecture information and reading the text, students also will examine several cases that reinforce public relations principles; conduct research and analyze information that promotes understanding of PR principles; and use scenarios to develop their PR skills.  By the end of the course, students should be able to:

1. define public relations.

2. explain the steps in the public relations “RACE” model.

3. outline the evolution of public relations as a profession and explain its role in modern society.

4. explain and apply some of the PR profession’s ethical, legal and social constraints.

5. conduct basic public relations research.

6. apply the public relations model to plan and implement a PR project.

7. distinguish between PR’s communication activities and its strategic management function.

Course Expectations


These will be based on the assigned readings (see schedule on pp. 2-3) and class discussions.  They are unannounced and given at the discretion of the instructor at the beginning of the class period, so be on time.


a. ASSIGNMENT DATES are:  Sept. 27, Oct. 18, Nov. 8, and Dec. 2.
b. These are in-class writing assignments for which you will develop ideas to address a particular public relations situation.  Thought in applying the readings and discussion material is essential to doing well on these assignments.

3. HOMEWORK ASSIGNMENTS:  100 points each

 A handout explaining these assignments will be provided.  Students must work independently of each other on these assignments.
a. Assignment #1, Public Opinion & Persuasion = due date:  October 4
b. Assignment #2, Law & Ethics = due date:  October 25
c. Assignment #3, Internal/External Relations = due date:  November 22

4. FINAL EXAM:  100 points, Exam period is Wednesday, 12/11/13, 10:30 a.m. – 12:30 p.m.

 Similar to the in-class writing assignments, this exam provides a scenario for which you will develop an in-depth public relations solution using the principles you have learned during the semester.  Again, thought in applying what you have learned from course readings and discussions is essential in doing well on this exam.

Grading Standards


1. Late work will not be accepted.  A late assignment earns a zero for points. Early assignments are welcomed, however.
2. Fabricating information or using another’s work as your own earns you an “F” for the course.  (See “Course Policies” #2.)
3. Points will be deducted from homework assignments that have numerous grammatical, spelling and punctuation errors.
4. Homework assignments must be typed, double-spaced.  If they are not, points will be deducted.
5. Students are expected to come to class having read the assigned chapters and prepared to discuss the material.
6. The ability to make up any missed assignment is at the discretion of the instructor.
7. Numerical grades are awarded for each quiz and assignment.  To determine your grade for the course, quiz and assignment grades will be totaled and then divided by the total number of possible points to derive your percentage. The grading scale is:

       A = 90% -100% of the total possible points
       B = 80% - 89% of the total possible points
       C = 70% - 79% of the total possible points
       D = 60% - 69% of the total possible points
       F = Less than 60% of the total possible points

Final Exam 12/11/2013 10:30 a.m. - 12:30 p.m.
Submission Format Policy Note: You may not submit a paper for a grade in this class that already has been (or will be) submitted for a grade in another course, unless you obtain the explicit written permission of me and the other instructor involved in advance.
Late Paper Policy

Late work will not be accepted.  A late assignment earns a zero for points. Early assignments are welcomed, however.

Plagiarism Policy

Plagiarism is the use of someone else's thoughts, words, ideas, or lines of argument in your own work without appropriate documentation (a parenthetical citation at the end and a listing in "Works Cited")-whether you use that material in a quote, paraphrase, or summary. It is a theft of intellectual property and will not be tolerated, whether intentional or not.

Student Honor Creed

As an MSU Student, I pledge not to lie, cheat, steal, or help anyone else do so."

As students at MSU, we recognize that any great society must be composed of empowered, responsible citizens. We also recognize universities play an important role in helping mold these responsible citizens. We believe students themselves play an important part in developing responsible citizenship by maintaining a community where integrity and honorable character are the norm, not the exception.

Thus, We, the Students of Midwestern State University, resolve to uphold the honor of the University by affirming our commitment to complete academic honesty. We resolve not only to be honest but also to hold our peers accountable for complete honesty in all university matters.

We consider it dishonest to ask for, give, or receive help in examinations or quizzes, to use any unauthorized material in examinations, or to present, as one's own, work or ideas which are not entirely one's own. We recognize that any instructor has the right to expect that all student work is honest, original work. We accept and acknowledge that responsibility for lying, cheating, stealing, plagiarism, and other forms of academic dishonesty fundamentally rests within each individual student.

We expect of ourselves academic integrity, personal professionalism, and ethical character. We appreciate steps taken by University officials to protect the honor of the University against any who would disgrace the MSU student body by violating the spirit of this creed.

Written and adopted by the 2002-2003 MSU Student Senate.

Students with Disabilities

The Americans with Disabilities Act (ADA) is a federal anti-discrimination statute that provides comprehensive civil rights protection for persons with disabilities. Among other things, this legislation requires that all students with disabilities be guaranteed a learning environment that provides for reasonable accommodation of their disabilities. If you believe you have a disability requiring an accommodation, please contact the Disability Support Services in Room 168 of the Clark Student Center, (940) 397-4140.

Safe Zones Statement

The professor considers this classroom to be a place where you will be treated with respect as a human being - regardless of gender, race, ethnicity, national origin, religious affiliation, sexual orientation, political beliefs, age, or ability. Additionally, diversity of thought is appreciated and encouraged, provided you can agree to disagree. It is the professor's expectation that ALL students consider the classroom a safe environment.

Contacting your Instructor

All instructors in the Department have voicemail in their offices and MWSU e-mail addresses. Make sure you add your instructor's phone number and e-mail address to both email and cell phone lists of contacts.

Attendance Requirements

Attendance:  Students are expected to attend, be on time for and participate in class.  The instructor reserves the right to drop any student who misses more than three class periods.  Makeup work for any absence is at the discretion of the instructor.

Other Policies


1. Attendance:  Students are expected to attend, be on time for and participate in class.  The instructor reserves the right to drop any student who misses more than three class periods.  Makeup work for any absence is at the discretion of the instructor.

2. Academic Dishonesty:  Plagiarism is (1) using someone else’s source material (including information from the Internet) without following accepted guidelines of giving credit; or (2) submitting work for credit that is not your own. THE INSTRUCTOR WILL TAKE APPROPRIATE DISCIPLINARY ACTION FOR STUDENTS CAUGHT CHEATING, PLAGIARIZING OR FABRICATING INFORMATION. The MSU Student Honor Creed, found in both your student handbook and the university catalog, reinforces this policy:  “As an MSU student, I pledge not to lie, cheat, steal, or help anyone else to do so.” 

3. Compliance with the Americans with Disabilities Act: Any student who is registered with the MSU Office of Disability Support Services and needs course accommodations, or requires other special considerations because of a disability, should notify the instructor as soon as possible to ensure that these accommodations are provided.

4. Limited Right:  By enrolling in this course, the student expressly grants MSU a “limited right” in all intellectual property created by the student for the purpose of this course. This “limited right” shall include, but shall not be limited to, the right to reproduce the student’s work product in order to verify originality and authenticity, and for educational purposes.

5. FERPA:  The instructor abides by the provisions of the Family Educational Rights and Privacy Act.  The instructor also will not release a student’s academic information or discuss a student’s academic progress or class attendance with his/her parent or guardian.  Additionally, the instructor will not discuss a student’s grades with him/her in class, over the phone or by email.  STUDENTS WHO HAVE QUESTIONS ABOUT THEIR GRADES MUST MAKE AN APPOINTMENT WITH THE INSTRUCTOR.

6. Disruptive Behavior:  Anyone disrupting the class – or violating any other Standard of Conduct applicable to the classroom environment – will be dropped from the course.  (See MSU Student Handbook, “Standards of Student Conduct.”)
a. Turn off the sound on your cell phone during class.  No text messaging either.  If your phone rings or you’re found sending a text during class, you will be dropped from the course.
b. Turn off your iPods and similar technology.  Like ringing cell phones, this is a class disruption issue and you will be dropped from the course if you do not comply.
c. Be polite.  Discourtesy of any kind will not be tolerated.

7. Senior Portfolio:  Please note that all mass communication majors are required to submit a  portfolio as part of their internship course, which is a pre-requisite for Senior Production.  This  requirement is a part of MSU’s reaccreditation with the Southern Association of Colleges and  Schools and is non-negotiable.  Through the portfolio, students are required to demonstrate  communication competence through the written word and visual communication; two examples of  each competency are required.

 As you go through this and other classes, you are responsible for saving course work that could be included in your senior portfolio.

 Please see your instructor, adviser, the department chair or any mass communication faculty member for handouts with more information (“Mass Communication Senior Portfolio Competencies” and “Mass Communication Senior Portfolio FAQ”).  These handouts are also available on the department web page:

8.   Other:  You may be asked to provide your assignments on a portable computer medium (e.g., jump/thumb drive) or by email.

BE AWARE THAT the instructor reserves the right to change any part of this syllabus for any reason, and will give sufficient notice if changes are necessary.

Writing Proficiency Requirement

All students seeking a Bachelor's degree from Midwestern State University must satisfy a writing proficiency requirement once they've 1) passed the 6 hours of Communication Core and and 2) earned 60 hours. You may meet this requirement by passing either the Writing Proficiency Exam or English 2113. Please keep in mind that, once you've earned over 90 hours, you lose the opportunity to take the $25 exam and have no option but to enroll in the three-credit hour course. If you have any questions about the exam, visit the Writing Proficiency Office website at, or call 397-4131.

Campus Carry

Senate Bill 11 passed by the 84th Texas Legislature allows licensed handgun holders to carry concealed handguns on campus, effective August 1, 2016. Areas excluded from concealed carry are appropriately marked, in accordance with state law. For more information regarding campus carry, please refer to the University’s webpage at

If you have questions or concerns, please contact MSU Chief of Police Patrick Coggins at