Course Syllabus

Gaylord College

JMC 3433, Sec 996: Public Relations Design (Formerly Public Relations Publications)

Summer 2020

 

Course Meeting Time: Asynchronous

Course Meeting Location/Classroom: Online

Course Delivery: Online

 

Robert S. Pritchard, APR, Fellow PRSA

Office: Gaylord Hall, Suite 2130

Phone: (405) 325-1793

Email: rpritchard@ou.edu

Twitter: @rspritchard

Office Hours: Monday 1000 - noon or by appointment.

  1. Course Title: Visually Communicating with Diverse Publics (aka Public Relations Design)
  2. Prerequisites: JMC 1013, JMC 2033, JMC 3413, JMC 3423
  3. Catalog Description: Planning, writing and producing company and institution magazines with special emphasis on design, layout and content.
  4. Texts and/or Resources:

Christian, D., Jacobsen, S., and Minthorn, D (Eds.) (2012). The Associated Press Stylebook and Briefing on Media Law. New York: Basic Books. ISBN: 9780917360558.

Required.

  1. Course Rationale: This course strives to train students to recognize and apply good publication design techniques in a public relations setting.  In addition, we will learn the importance of structuring visual communications.  The major goal of this course, however, is to give students the ability to translate a concept of visual communication into an actual publication.  Other goals include, but are not limited to: practice with computer graphics, knowledge of publication techniques and options, publication production skills and a knowledge of how to work with designers, graphic artists, publication specialists, service bureaus and commercial printers to convey messages to target stakeholders.
  2. Course Objectives: Upon satisfactory completion of JMC3433, the student will be able to:
    • Think critically, creatively and independently.
    • Explain how public relations publications differ from other publications in purpose, publics, funding and design.
    • Explain and demonstrate graphic design concepts and apply appropriate visual communication theories in the effective use and presentation of images and information.
    • Demonstrate an understanding of the diversity of audiences in a global society in relationship to communications.
    • Conduct research, evaluate information and use that knowledge to select appropriate communication channels for these diverse audiences.
    • Practice and refine writing and desktop publishing skills, ensuring accuracy and fairness, clarity, appropriate style and grammatical correctness.
    • Explain and use a variety of publication production techniques and options.
    • Explain how to work ethically with designers and artists, publication specialists, service bureaus and commercial printers.
  3. Throughout this course we will be covering topics that directly adhere to the ACEJMC professional values and competencies as well as the PRSA Universal Accreditation in Principles of Public Relations. These are noted below in the class schedule.
  4. ACEJMC Professional values and competencies: Individual professions in journalism and mass communication may require certain specialized values and competencies. Irrespective of their particular specialization, all graduates should be aware of certain core values and competencies (CVCs) and be able to:
    1. Understand and apply the principles and laws of freedom of speech and press, for the country in which the institution that invites ACEJMC is located, as well as receive instruction in and understand the range of systems of freedom of expression around the world, including the right to dissent, to monitor and criticize power, and to assemble and petition for redress of grievances;
    2. Demonstrate an understanding of the history and role of professionals and institutions in shaping communications;
    3. Demonstrate an understanding of gender, race, ethnicity, sexual orientation and, as appropriate, other forms of diversity in domestic society in relation to mass communications.
    4. Demonstrate an understanding of the diversity of peoples and cultures and of the significance and impact of mass communications in a global society.
    5. Understand concepts and apply theories in the use and presentation of images and information;
    6. Demonstrate an understanding of professional ethical principles and work ethically in pursuit of truth, accuracy, fairness and diversity;
    7. Think critically, creatively and independently;
    8. Conduct research and evaluate information by methods appropriate to the communications professions in which they work;
    9. Write correctly and clearly in forms and styles appropriate for the communications professions, audiences and purposes they serve;
    10. Critically evaluate their own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness;
    11. Apply basic numerical and statistical concepts;
    12. Apply tools and technologies appropriate for the communications professions in which they work. 
  5. PRSA Universal Accreditation in Principles of Public Relations: Students who are (a) within six months of graduation (before or after) from an accredited college or university whose degree is in public relations or a related area of study; AND (b) members of the Public Relations Student Society of America (PRSSA) may take this exam. Earning the Certificate in Principles of Public Relations gives new graduates an advantage in a competitive job market. These are the key Knowledge, Skills, and Abilities (KSAs) needed to complete the Certificate in Principles of Public Relations offered by the Public Relations Society of America (PRSA):
    1. History of and Current Issues in Public Relations
      1. Knowledge of the field of public relations: Identifies key figures who influenced the field and major trends in the development of public relations as it is practiced today. Is familiar with out-moded perceptions of the PR profession.
      2. Public relations and related concepts: Defines public relations and differentiates among related concepts (e.g. publicity, advertising, marketing, press agentry, public affairs, lobbying, investor relations, social networking, and branding.)
      3. Understands the effect and impact of emerging technology on communications models.
    2. Business Literacy
      1. Knowledge of organizational issues: Takes into consideration current internal and external business drivers for client or employer. Understands how industry forces and revenue/expenses impact stakeholder analysis and public relations planning.
    3. Ethics and Law
      1. Ethical behavior: Conducts professional activities in a principled manner and adheres to commonly accepted standards for professional behavior.
      2. Integrity: Recognizes and deals professionally with ethical and legal issues.
      3. Legal issues: Upholds applicable international, national, state, and local laws regarding defamation of character (e.g. libel and slander), corporate governance, disclosure, copyright, trademarks, fair use, First Amendment issues, privacy laws, etc.
    4. Communication Models and Theories
      1. Communication models: Demonstrates familiarity with communication theory and public relations research that guides planning, prioritizing audiences, developing messages, selecting spokespeople, establishing credibility and trust, etc.
      2. Barriers to communication: Understands and applies how messages are interpreted by different audiences and how they are or are not moved to action based upon those messages. Understands how semantics, cultural norms, timing and context may impact how messages are interpreted.
    5. Research, Planning, Implementing, and Evaluating Programs
      1. Research (Concepts): Understands and can apply primary and secondary, formal and informal, quantitative and qualitative methods. Understands a premise and research plan. Decides on the population and sampling techniques. Designs instruments, etc.
      2. Research (Applied): Uses a variety of research tools to gather information about the employer or client, industry and relevant issues. Seeks to learn about stakeholders' understanding of the product, organization, and issues.
      3. Stakeholder analysis: Identifies institutions, groups, or individuals who have an interest in or are affected by some part of the program. Assesses interest of influential institutions, groups, and individuals.
      4. Diversity: Identifies and respects a range of differences among target audiences. Researches and addresses the cultural preferences of target audiences. Understands culturally and linguistically appropriate strategies and tactics.
      5. Analytical skills: Objectively interprets data. Applies research findings.
      6. Audience identification and communication: Identifies appropriate audiences and the opinions, beliefs, attitudes, cultures, and values of each. Prioritizes and properly sequences communications to the different audiences.
      7. Evaluation of programs: Determines if goals and objectives of public relations program were met and the extent to which the results or outcomes of public relations programs have been accomplished.
      8. Planning and Implementation: Understands public relations programs based on research methodology or approaches that address the following components: Research, Goals, Planning, Execution, Monitoring, and Evaluation.
    6. Crisis Communication Management
      1. Understands phases of a crisis: Understands the roles and responsibilities of public relations at the pre-crisis, crisis, and post-crisis phases. Communicates the implications of each of these phases and understands the messaging needs of each.
    7. Using Information Technology Efficiently
      1. Knowledge of distribution channels: Considers audience and objectives when selecting appropriate media for messaging. Understands benefits and differences between traditional and nontraditional media. Deploys public relations tools.
      2. Technology literacy: Understands reach and limitations of electronic tools and how they can be used for and against a client or employer. Uses electronic tools and technology in the planning phase.
    8. Media Relations
      1. Understands media: Considers strengths and weaknesses, needs, and lead times of media. Identifies appropriate media channels for delivering messages to internal and external audiences. Identifies influencers.
      2. Distribution methods: Understands distribution systems (e.g. wire services, electronic news conferences, special events, face-to-face communication, word-of-mouth and third-party communication).
  6. Professor’s Overview: This is designed to be a rigorous experience and you will be held to the highest professional and academic standards.  I do not apologize for the fact that this will be a challenging course in our program because Public Relations Publications is one of the central courses for your chosen profession.  If you are unprepared, unable or unwilling to meet these expectations and the intensity of the course is too much for you, you may wish to reconsider your career choice.  Public relations demands your very best, all the time.  It is a profession where completing intense, challenging and critically important work to exacting standards is an every day occurrence. Amid the rigor and high standards, however, I also hope that you will enjoy the experience, take pride in the fact that you were up to the task and that your best efforts paid dividends. And don't ever hesitate to ask for assistance or explanation of the course material. It is my personal desire to see every student excel in this course.
  1. Course Format: Readings, discussions, quizzes, exams, hands-on projects and critiques.
  2. Laboratory Experiences and Hours: Lab hours are posted outside each of the labs and in the Gaylord Extra. Successful completion of JMC 3433 requires time spent in the labs in addition to regularly scheduled class time.  Some scheduled class time will be devoted to open lab, but DO NOT expect to complete all of your work this way.
  3. Method of Student Evaluation:
    1. Major Activities

Weekly assignments                      171 pts

Business Card                                       50 pts

Persona Assignment                     100 pts

Direct Mail                                          100 pts

Brochure                                              200 pts

Portfolio                                               100 pts

Maximum Possible Points               721 pts

  1. Grading Computation

Symbol

Start %

End %

F

0

59

D

60

69

C

70

79

B

80

89

A

90

100
  1. Grading Criteria
    1. 90 – 100 percent = A: Outstanding. This grade is for work of clearly professional caliber (publishable).  The writing is clear and well organized and only minor editing is required.  The critique is clear and leaves no significant questions unanswered.  The work is turned in by or before deadline, needing no changes to submit to clients or editors.  These designs get results, win awards and feature creative concepts executed with comprehensive research, interesting presentation, nearly flawless writing and a clear and obvious understanding of both design and target publics.
    2. 89 – 80 percent = B: Good. This grade is for work that could be raised to professional standards without radical editing or redesign.  Writing is grammatically correct but may lack the sparkle and fine organization of “A” work.  The critique answers the main questions but may miss the proper emphasis or not go into enough depth in answering the research questions.  Work is in by deadline with little or no prompting and needs minor revisions such as reorganizing, rewriting, reformatting or providing more and better explanation of design rationale.  “B” work doesn’t necessarily have anything wrong, but it could be better, often with a stronger design or topic, a more artistic presentation, better information or improved writing.  “B” work demonstrates a basic understanding of publication design and target publics.
    3. 79 – 70 percent = C: Adequate. Work needs significant revision in at least one major area.  Does not measure up to professional quality but could be salvaged with considerable redesign/rewriting.  Writing has rough spots, and grammar and style errors are present in significant amounts.  Critiques may be incomplete, or timid, or factually flawed.  Work is incomplete by deadline and needs major revisions before submitting to a client or editor.  These designs have weak ideas, concepts or presentation problems.  They draw attention because they don’t do the job.
    4. 69 – 60 percent = D: Unacceptable performance. Work clearly unacceptable even in a classroom setting.  The design is grossly simple and confused and the writing is rife with errors and ungrammatical.  The critique is flawed and may contain major factual errors and/or omissions or may show little concept of the target public or basic design principles.  Work is late; deadline missed.
    5. 59 percent and below = F: Failing. Work not completed in a professional, timely manner.  Totally blows off assignment.  Such performance is usually caused by personal or time management problems that extend beyond a lack of skills or understanding of the research, design or production process.
    6. Grading Clarification: If a grade falls between two letter grades by a decimal point of 0.5 or above, the instructor may round up to the next single digit. Decimal points below 0.5 will be dropped and will NOT be rounded up to the next single digit.
    7. Assumptions:
      • All projects start with the assumption the work is “good” which earns a grade of “B.” (See “good” definition above).
      • You may design a project with no errors that earns a “B.”
      • Clever and strong designs, exceptional storytelling, effective use of design principles and elements and a clear stated understanding of these elements in your critiques will help boost a project to the “A” category.
      • Unsound design judgment, grammar/spelling errors, incomplete or inaccurate identification of your target public, failure to follow proper style and incomplete critiques will lower your grade.
      1. A final note on grading: Please know that all grades are submitted and posted on your secure online accounts. You will have access to your grades throughout the semester. You should closely monitor your performance and confront problems or deficiencies during the semester.  The time to deal with potential problems is during the semester, not when final grades are posted.  I am pleased to discuss your grades for assignments and tests in this class, but will only do so within ONE WEEK from the date the assignment/test is posted.  I will not discuss your grade or any possibility of appeal outside of this timeframe.  Please DO NOT EMAIL me or “catch me after class” regarding your grade.  All discussions must be in person and you will need to schedule an appointment to meet with me during my regular office hours.
  1. Methods of Course Evaluation: Selected questions will be used to evaluate this course and its instructor.  Feedback from the evaluation will be used to improve the teaching effectiveness of the instructor and the course content.
  2. Toolbox:
    • Blog – One of your assignments will be building and maintaining a personal blog with a platform called WordPress. This will require you to get a web domain and server space. There’s more information about how to technically set this up in Week 1.
    • Course Website – If you are reading this, you’re on the course website! Hooray. Here is where you’ll find the majority of course content. Each week has a corresponding module which will tell you what you are expected to do that week. That may include watching videos, reading material, working on a project, a Zoom call, etc.
    • Software – This course heavily relies on two specific programs for most of the design work you will be doing: Adobe Photoshop and Adobe InDesign. Here is the link to access the Adobe CC software for your personal devices: https://itscnorman.ou.edu/askit/adobe-student-access/Links to an external site. Note:  Adobe has currently extended student access through the month of June.  OU IT is in discussion with Adobe to get access extended through July to accommodate students enrolled in summer courses, but we are still waiting for their response.   If they should not extend through July, you can either take advantage of the free 30 day trial or purchase a month of access to the Adobe CC suite for the educational pricing of $19.95 per month. We will keep you posted as we learn more.
  1. Assignment Policy: All assignments are due when noted even if a student is absent from class or running late. In public relations practice, an assignment or project that is not turned in on deadline becomes useless, regardless of the reason.  If you anticipate missing a deadline for any reason, it is your responsibility to make arrangements to turn that assignment into me on or before that class date.  Allowances will be made for only the most dire of circumstances (the computer lab not being open, not being able to print 10 minutes before class, computer crashing when you didn’t save a backup, oversleeping, traffic, trouble parking, etc., are NOT considered dire circumstances).  My decision on accepting late work is final.
  2. University Policy on Diversity/Harassment: All members of this class will be treated with respect. Freedom of expression requires tolerance of opinions that may be offensive to some, however, conduct which constitutes sexual, racial, ethnic, religious or orientation harassment is prohibited.  “Diversity is one of the strengths of our society as well as one of the hallmarks of a great university.  The University of Oklahoma supports diversity and therefore is committed to maintaining employment and educational settings which are multicultural, multiethnic and multiracial.  Respecting cultural differences and promoting dignity among all members of the University community are responsibilities each of us must share.”  (OU Faculty Handbook, 2005). Violations of this policy will be considered in violation of the Student Code and subject to the remedies and corrective actions provided by the Code.
  3. Adjustments for Pregnancy/Childbirth Related Issues: Should you need modifications or adjustments to your course requirements because of documented pregnancy-related or childbirth-related issues, please contact me as soon as possible to discuss. Generally, modifications will be made where medically necessary and similar in scope to accommodations based on temporary disability. Please see ou.edu/content/eoo/faqs/pregnancy-faqs.html for commonly asked questions.
  4. Title IX Resources. For any concerns regarding gender-based discrimination, sexual harassment, sexual misconduct, stalking, or intimate partner violence, the University offers a variety of resources, including advocates on-call 24/7, counseling services, mutual no contact orders, scheduling adjustments and disciplinary sanctions against the perpetrator. Please contact the Sexual Misconduct Office 405-325-2215 (8-5) or the Sexual Assault Response Team 405-615-0013 (24.7) to learn more or to report an incident.
  5. Technology Policy: Professionals turn off their cell phones or put then on mute in meetings.  They don’t listen to their iPhones, iPods or MP3 players.  They don’t text, check emails or play games in the middle of meetings.  As young professionals, neither should you!  Please turn off all cell phones, iPods, MP3 players, electronic games and all other electronic devices when you enter the classroom.  Do not simply place your cell phones in the stun (vibrate) mode; make it silent, please!  NO EXCEPTIONS!
  6. Communication via email: All email communication with me must be professional, using a professional address (don’t email me from knucklehead@yahoo.com). Please use the following subject line: JMC3433 – [short reason for writing].  Treat the body of your email as you would a memo. Please be concise, professional and respectful.  A grammatically correct, organized, short e-mail is a simple and effective way to demonstrate your professionalism and respect.  I reserve the right to NOT respond to e-mails that do not meet these criteria.
  7. Academic Dishonesty and Plagiarism: All work submitted for this course must be your work. All sources used for information must be properly cited.  Students should adhere to the A Student’s Guide to Academic Integrity as defined by the office of the Senior Vice President and Provost at http://www.ou.edu/provost/pronew/content/integritymenu.html:

“Academic misconduct includes, but is not limited to, cheating, plagiarism, fabrication and fraud. Cheating is “the use of unauthorized materials, methods, or information in any academic exercise, including improper collaboration.” Plagiarism is “the representation of the words and ideas of another as one's own.” Examples include: excluding others or claiming the work of others as one’s own; presentation of the same material as original in more than one publication; inclusion of individuals as authors who have not made a definite contribution to the work published, and submission of multi-authored publications without the concurrence of all authors.” Fabrication includes “the falsification or invention of any information or citation in an academic exercise.” Fraud includes “the falsification, forgery, or misrepresentation of academic work, including the resubmission of work performed in one class for credit in another class” (OU Faculty Handbook, 2005).

Any student found guilty of cheating, plagiarism, fabrication, fraud or other forms of academic dishonesty will be subjected to a failing grade in the course and disciplinary action in accordance with University regulations.  Signing a non-participating student’s name to an assignment is considered academic dishonesty.

  1. Grievance Procedure: Occasionally, students are unsatisfied with some dimension of the course.  In such cases, students should schedule a meeting, first, with me.  If we cannot reach a satisfactory resolution, we’ll schedule a joint meeting with the Associate Dean.
  2. Special needs: Students who need special accommodations or have special needs are invited to share these concerns or requests with me as soon as possible.  Requests for reasonable accommodation should be addressed to the Disability Resource Center, Goddard Health Center, 620 Elm Avenue, Suite 166, (405) 325-3852, TDD (405) 325-4173, Fax (405) 325-4491 or ods@ou.edu.

 

Summer 2020

Tentative Course Calendar

 

Date

Topic

Assignment

Week 1

 

 

CVC 1, 2, 3, 4, 5, 6, 7, 9, 12

KSA 3, 4, 5, 7, 8

·      Unit 1.1

·      Intro and class objectives

 

Week 2

 

 

CVC 1, 2, 3, 4, 5, 6, 7, 9, 12

KSA 3, 4, 5, 7, 8

·      Public Relations publications

·      A: Business Card

Week 3

 

 

CVC 1, 2, 3, 4, 5, 6, 7, 9, 12

KSA 3, 4, 5, 7, 8

·      Understanding Stakeholders

·      D: Business Card

·      A: Persona

·      A: Direct Mail

Week 4

 

 

CVC 1, 2, 3, 4, 5, 6, 7, 9, 12

KSA 3, 4, 5, 7, 8

·      Graphic Design

·      D: Persona

Week 5

 

 

CVC 1, 2, 3, 4, 5, 6, 7, 9, 12

KSA 3, 4, 5, 7, 8

·      Brochures

·      D: Direct Mail

·      A: Brochure

Week 6

 

 

CVC 1, 2, 3, 4, 5, 6, 7, 9, 12

KSA 3, 4, 5, 7, 8

·      Production

 

Week 7

 

 

CVC 1, 2, 3, 4, 5, 6, 7, 9, 12

KSA 3, 4, 5, 7, 8

·      Social Media

·      D: Brochure

A: Social Media Assignment

Week 8

 

 

CVC 1, 2, 3, 4, 5, 6, 7, 9, 12

KSA 3, 4, 5, 7, 8

·      Summary of Learning

·      D: Social Media Assignment

D: Portfolio