Hello and welcome to PR Design Online Course at the University of Oklahoma!

Below is the formal syllabus for Public Relations Design, explaining the course for Summer 2022. This course is outcomes centric and thus you will learn by doing. While the first part of the course is focused on understanding design techniques and terminology and is a little more content-driven you will apply this foundational knowledge throughout the rest of the semester. Through your assignments, you’ll be creating tangible publication pieces you can use in your portfolio. You’ll then be putting these works onto your blog where you’ll be expected to provide advice as a PR practitioner and give a narrative for the creative process. In the end, you’ll have a robust portfolio which will be a collection of your final work that potential employers can see. In essence, you’ll be donning a potentially new hat of “Visual Designer” throughout this exploration. You’ll also be a “Digital Storyteller.” Terms like “digital,” “visual,” or “creative” can seem a little scary to some, but that’s okay right now. Most of you are coming in at the same level: novice. This means you all are your biggest allies. I want you to be successful in this course and to do this, you will see that the course is set up so you can lean on and learn from each other’s experiences throughout the semester.

Instructor

Sherry Kast, APR, Fellow PRSA
Gaylord College
Phone: (423) 304-2317
E-mail: sherry.kast@ou.edu
Twitter: @sherrykast

Course Description

Institutional and industrial publications as an important means of internal and external communications with special emphasis on design, layout and content. Laboratory. This is an online course using Canvas.com.

Prerequisites: JMC 1013, 2033, 3413, and 3423

Course Delivery: Online

Learning Activities and Assessment

All Gaylord graduates should be aware of certain core values and competencies and be able to:

• CVC1. 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.
• CVC2. Demonstrate an understanding of the history and role of professionals and institutions in shaping communications.
• CVC3. Demonstrate an understanding of gender, race, ethnicity, sexual orientation and, as appropriate, other forms of diversity in domestic society in relation to mass communications.
• CVC4. Demonstrate an understanding of the diversity of peoples and cultures and of the significance and impact of mass communications in a global society.
• CVC5. Understand concepts and apply theories in the use and presentation of images and information.
• CVC6. Demonstrate an understanding of professional ethical principles and work ethically in pursuit of truth, accuracy, fairness and diversity.
• CVC7. Think critically, creatively and independently.
• CVC8. Conduct research and evaluate information by methods appropriate to the communications professions in which they work.
• CVC9. Write correctly and clearly in forms and styles appropriate for the communications professions, audiences and purposes they serve.
• CVC10. Critically evaluate their own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness.
• CVC11. Apply basic numerical and statistical concepts.
• CVC12. Apply tools and technologies appropriate for the communications professions in which they work.
• CVC13. For professional master’s program, contribute to knowledge appropriate to the communications professions in which they work.

Course Core Values and Competencies

Of Gaylords' Core Values and Competencies listed above, this PR Design course will focus on these CVCs:

• Think critically, creatively and independently. (CVC7)
• Understand concepts and apply theories in the use and presentation of images and information. (CVC5)
• Critically evaluate your own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness. (CVC10)
• Apply tools and technologies appropriate for the communications professions in which they work. (CVC12)
• Conduct research, evaluate information and evaluate information by methods appropriate to the communications profession in which they work. (CVC8)

Course Outcomes

Upon completing PR Design, students will have achieved the following course outcomes. Gaylords' Core Values and Competencies for each outcome is also listed.

• Students will launch and maintain a blog as well as comment on the blogs of their peers. (CVC5, CVC9)
• Students will build a foundational knowledge of the landscape of visual communication technologies. (CVC7, CVC12)
• Students will design a business card, letterhead and envelope for a brand. (CVC7, CVC8, CVC10)
• Students will design a promotional handout for multiple, specific publics.(CVC7, CVC8, CVC10)
• Students will design a newsletter for an entity. (CVC7, CVC8, CVC10)
• Students will develop a personal portfolio website.(CVC7, CVC8, CVC10, CVC12)

Course Rationale

This course strives to train students to recognize and apply good publication design techniques in a public relations setting. In addition, students will learn the importance of structuring visual communications for the web. The major goal of the course is to give students the ability to translate a concept of visual communication into an actual publication. Other goals include practice with computer graphics, knowledge of publication techniques and options in print and online, publication production skills and a knowledge of how to work with designers, graphic artists, publication specialists, photographers and commercial printers and web developers to convey their messages to target audiences.

Book

Only one book is required for this course. Other reading and video content will be made available to you as reference material through the semester. For this book, you’ll be doing a blog post per chapter. 

Walter, A (2011). Designing for Emotion. A Book Part. ISBN: 9781937557003. Buy here. (Ebook: $15; Paperback: $24)

Grade Mix

Weekly Assignments
14 x 10 points each = 140 points

Design Projects (50% of final grade)

• Business Card, Letterhead and Envelope Project – 35 points
• Handout – 35 points
• Social Media – 35 points
• Newsletter –35 points
• Summary of Learning – 35 points

Total - 140

TOTAL POINTS POSSIBLE: 500

Grading Scale

• A: 450 – 500 points
• B: 400 – 449 points
• C: 350 – 399 points
• D: 300 – 349 points
• F: 0 – 200 points

Toolbox

• Blog – As mentioned earlier, 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! Here is where you’ll find the majority of course content. A corresponding module will tell you what you are expected to do that week. That may include watching videos, reading material or working on a project.
• Course Hub – These is where you’ll be able to see the different blog posts from your peers. This will be helpful in seeing what everyone else is up to. You’ll be asked periodically throughout the summer semester to comment on various posts from other students.
• Software – This course relies heavily on two specific programs for most of the design work you will be doing: Adobe Photoshop and Adobe InDesign. These apps (plus tons of other nice products from Adobe) are currently available for $19.99 a month as a product called Creative Cloud All Apps. My suggestion is that use this service for the semester. It’s small price to pay have resume line items such as “Adobe Photoshop.” That said, I understand that may be out of reach for some. For those close to campus, one option is to utilize the computers in the Gaylord computer labs as they have fully up-to-date versions of both these programs (Note: If you are going to use the computer lab, remember that the computer wipes your files every time you log out. Make sure you always carry a flash drive or external hard drive with you!). For others who don’t have the luxury of visiting campus and still don’t want to splurge on Adobe Photoshop, graphic design concepts are completely transferable to other (sometimes free) applications. There are even some great options now that are web or tablet based. I’ve created a page for free alternatives to both of these programs. You can use these, but please proceed with caution knowing that my knowledge is significantly limited to what these programs offer.
• Zoom meetings - Since this is an online class, students will work at their own pace to submit assignments on time. There are not any required Zoom meetings, however, you can request to meet with Professor Kast via Zoom for additional training on software and/or assignments.

Lab Hours

GYLD 2150, The lab hours are listed online.

Reasonable Accommodation Statement

Students who need special accommodations or have special needs are invited to share these concerns or requests 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.

Any student in this course who has a disability that may prevent his or her from fully demonstrating his other abilities should contact me personally as soon as possible so we can discuss accommodations necessary to ensure full participation and facilitate your educational opportunities.

• Remain at home to protect others
• Ensure that any needed screening has been conducted (COVID-19 Screening and Reporting Tool) and any needed treatment obtained
• Contact the instructor prior to absence or inability to participate, if possible, and provide an honest report of the reason for which you cannot attend class or complete a course activity
• Continue to complete coursework to the extent possible, using Canvas, zoom, and other online tools
• Submit assignments electronically to the extent possible and as directed by the instructor
• Communicate with the instructor to arrange modifications to deadlines or work requirements or reschedule exams or other important course activities, when it is necessary

Make-up Policy

Only Provost approved activities (i.e., scholarly competitions, fine arts performances, academic field trips), Director of Athletics approved athletics events and legally required activities (i.e., emergency military service and jury duty) are covered by these guidelines.

If given notice two (2) class periods or one (1) week (whichever is less) before an exam (including final exams with two weeks’ notice) or quiz, I will make every effort to find a reasonable accommodation by (a) giving a makeup exam, an early exam, or quiz; (b) changing the exam schedule; (c) dropping the exam or quiz and increasing the weight of another exam or quiz or other agreed upon approaches acceptable to the instructor and the student; or (d) by identifying a certified testing center. Students missing an exam on account of jury duty must be allowed an accommodation.

If you miss an assignment, you will not be able to make-up any quizzes, exams, and/or any in-class activities. However, if you have an excused, documented absence that falls within the OU regulations, you will have one opportunity to make-up missed points. Please note that this option will be available one time only. Please contact me ahead of time, or as soon as possible (in case of emergency), to take advantage of this option. Please note that scheduled routine appointments with a doctor, dentist, etc. will not qualify you for this make-up option. You must provide documented proof of your OU- approved absence within one week of the absence. Make-up quizzes, exams, assignments or documentation after one week will not be accepted.

Academic Honesty Statement

Honesty is fundamental in all academic activities, and those privileged to be members of a university community have a special obligation to observe the highest standards of honesty and a right to expect the same standards of all others.” – OU Faculty Handbook. According to OU's guide to academic integrity for students misconduct includes, but is not limited to, cheating, plagiarism, fabrication and improper collaboration. I take academic misconduct very seriously. You will be subject to the university’s academic misconduct policy.

Plagiarism Statement

The Gaylord College of Journalism and Mass Communication commits to the preparation of mass communication professionals and scholars. Such a mission demands the highest standards of academic honesty and integrity. Violations of academic honesty, including but not limited to plagiarism, collusion, deception, conflict of interest and theft, are not tolerated and can lead to severe penalties. Disciplinary actions are outlined in the OU Student Handbook. I do not tolerate dishonesty and will assess the harshest punishment available if you are caught cheating in any way in my course. All work must be your original work, exclusively written for this class. Academic integrity is expected. Plagiarism in any form will not be tolerated and will result in getting 0 points for the assignment and failing the class. Lack of knowledge of academic policy is not an excuse. Honesty is fundamental in all academic activities, and those privileged to be members of a university community have a special obligation to observe the highest standards of honesty and a right to expect the same standards of all others.” – OU Faculty Handbook. According to OU's guide to academic integrity for students (http://integrity.ou.edu/students.html), misconduct includes, but is not limited to cheating, plagiarism, fabrication and improper collaboration. I take academic misconduct very seriously. You will be subject to the university’s academic misconduct policy. If you cheat or plagiarize, you will fail this course. For more information about academic integrity at OU please go to: http://integrity.ou.edu/students.html

Adjustments for Pregnancy/Childbirth Related Issues Statement

Sample: 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 www.ou.edu/content/eoo/faqs/pregnancy-faqs.html for commonly asked questions.

Title IX Resources Statement

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, M-F) or OU Advocates 405-615-0013 (24.7) to learn more or to report an incident. Also, please be advised that a professor/GA/TA is required to report instances of sexual harassment, sexual assault, or discrimination to the Sexual Misconduct Office. Inquiries regarding non-discrimination policies may be directed to: Bobby J. Mason, University Equal Opportunity Officer and Title IX Coordinator at 405/325-3546 or bjm@ou.edu. For more information, visit http://www.ou.edu/content/eoo/policies.html.

Religious Holiday Statement

In keeping with stated university policy, an exception will be made for religious holidays. They will not count toward the absence limit if you notify me in advance in writing. (“It is the policy of the University to excuse absences of students that result from religious observances and to provide without penalty for the rescheduling of examinations and additional required classwork that may fall on religious holidays.” — Section 3.13.2, OU Faculty Handbook)

Diversity Statement

The Gaylord College of Journalism and Mass Communication is a nationally accredited program and therefore strives to adhere to a set of standards designed to prepare JMC majors to excel within their chosen professions. These standards include a mandate to provide curriculum that “fosters understanding of issues and perspectives that are inclusive in terms of gender, race, ethnicity and sexual orientation.” SEE http://www2.ku.edu/~acejmc/PROGRAM/STANDARDS.SHTML for a full description of these standards.

*NATIONAL ACCREDITATION: The OU Gaylord College of Journalism and Mass Communication complies with national accrediting standards designed to help prepare students to understand and relate to issues of interest to women and people of color in a multicultural, multi-ethnic and otherwise globally diverse world.

University Sanctioned Events Statement

Students who are part of a university-sanctioned group (e.g., sports or academic team) should provide the professor with an official letter from a coach/advisor indicating the dates that he/she will be absent. Absences taken without at least one week prior notification in this manner will be considered unexcused.

Academic Freedom Statement

Some of the material dealt with in this class may be perceived of as controversial/offensive to some students. While students are encouraged to respond to the material and to freely offer their opinions, if any student becomes uncomfortable with any of the topics or finds any of the material questionable, that student is urged to contact the professor about alternative assignments.

Basic Needs Security Statement

Any student who has difficulty affording groceries or accessing sufficient food to eat every day, or who lacks a safe and stable place to live, and believes this may affect their performance in the course, is urged to contact Yvette Walker, Gaylord's Assistant Dean of Student Affairs at ywalker@ou.edu or (405) 325-5684 for support. Furthermore, please notify the professor if you are comfortable in doing so. This will enable me to provide any resources that I may possess.

Class Cancellation Statement

If class is cancelled for any reason (e.g., inclement weather, professor illness) you will be notified via email. Make sure to get into the habit of checking your email accounts/Canvas announcements before coming to class.

Emergency Protocol

During an emergency, there are official university procedures that will maximize your safety.

Severe Weather: If you receive an OU Alert to seek refuge or hear a tornado siren that signals severe weather 1. LOOK for severe weather refuge location maps located inside most OU buildings near the entrances 2. SEEK refuge inside a building. Do not leave one building to seek shelter in another building that you deem safer. If outside, get into the nearest building. 3. GO to the building’s severe weather refuge location. If you do not know where that is, go to the lowest level possible and seek refuge in an innermost room. Avoid outside doors and windows. 4. GET IN, GET DOWN, COVER UP. 5. WAIT for official notice to resume normal activities.

Armed Subject/Campus Intruder

If you receive an OU Alert to shelter-in-place due to an active shooter or armed intruder situation or you hear what you perceive to be gunshots:

1. GET OUT: If you believe you can get out of the area WITHOUT encountering the armed individual, move quickly towards the nearest building exit, move away from the building, and call 911. 2. HIDE OUT: If you cannot flee, move to an area that can be locked or barricaded, turn off lights, silence devices, spread out, and formulate a plan of attack if the shooter enters the room. 3. TAKE OUT: As a last resort fight to defend yourself.

For more information, visit http://www.ou.edu/emergencypreparedness.html

Fire Alarm/General Emergency

If you receive an OU Alert that there is danger inside or near the building, or the fire alarm inside the building activates: 1. LEAVE the building. Do not use the elevators. 2. KNOW at least two building exits 3. ASSIST those that may need help 4. PROCEED to the emergency assembly area 5 ONCE safely outside, NOTIFY first responders of anyone that may still be inside building due to mobility issues. 6. .WAIT for official notice before attempting to re-enter the building.