MCOM 4330 Public Relations

Fall 2006 TR 3:05-4:20pm
Prerequisites: Lower Level Completion

Professor: Dr. Ecarma Office: Student Ctr, MC108
E-mail: Phone: (864) 977-7139
Office Hrs:


Newsom, D., Turk, JV & Kruckeberg, D. (2007). This is pr. Belmont,CA:Thomson.

Recommended Materials:

1. An e-mail account and access to the Internet.
2. Computer access and storage for assignments.

Course Description

According to the catalog, MCOM 4330 is “[a] study of the theory and methodology of writing and designing a variety of public relations materials, including news releases, brochures, newsletters, and direct mail letters and materials, with emphasis on audience analysis and persuasion techniques.”

Course Outcomes

Students will:
• learn how to write and design materials for various publics;
• recognize the current and historical role of public relations;
• explain the central role of Christian ethics in developing proper and profitable public relations, including discussion of different worldviews and their impact on views and news;
• classify the legal and regulatory issues affecting the public relations;
• learn to gather information and write pieces for various types of specialized publics, including news releases, brochures, newsletters and direct mail letters and materials with the eye on appealing to the appropriate audience;
• discuss possible careers in print media.

Requirements & Grading:
6 assignments (100 points each) 600 points
2 Tests (200 pts. each) 400 points
Total 1000 points
A+=/>980 B+=/>880 C+= />780 D+ =/>680 F=920 B =/>820 C =/>720 D =/>620
A-=/>900 B- =/>800 C- =/>700 D- =/>600

Expectations for students:
1.Meet deadlines: All assignments are due at the beginning of class on the date due. The professor reserves the right not to accept any unexcused late papers; if accepted, late papers will receive at least one letter grade penalty for each day late. If a student is late for class more than 10 minutes on the date an assignment is due, that assignment will be marked as late.
2.Read assigned reading: Students should read the assigned reading before the class listed in order to be ready to discuss the material in class. Students should be ready to respond when called upon in class. If a student is consistently unprepared for class, they may receive a deduction from their final grade in class.
3. Arrive on time for class: See attendance policies below.
4. Participate in discussion: Every student arrives in class with a different background and knowledge of news practices. We will all benefit from a full, open discussion of any observations, comments or questions you may have.

Attendance Policies

Students are expected to attend all classes. Only college-sponsored or medical emergency absences will be excused. All cell phones and pagers need to be turned off before entering class. Leaving class to answer either will be considered an unexcused absence. You will not be allowed to make up assignments missed during an unexcused absence. In accordance with the college’s XF policy, you will be dropped from the class after four (4) unexcused absences.
If you must miss a class, please let me know PRIOR to the class period to be missed. The only way you will be excused is by emailing me of your pending absence and a doctor’s note or letter from your college activity sponsor upon your return. Failure to notify me by email prior to the absence will constitute an unexcused absence. Please do not phone me; only email is acceptable.
We will begin class promptly. Do not come to class late. Walking into class late is disruptive; be courteous. Coming to class late or leaving early will be counted as an absence for the entire class period. If you are absent/tardy for any reason, you are responsible for the material covered and any announcements made while you were gone.

Academic Integrity

Violations of the Student Conduct Code such as cheating plagiarism will result in sanctions deemed appropriate for the offense. Possible sanctions include:
1. Assignment failures: a grade of “zero” for the assignment involved.
2. Course failure: a grade of “F” for the course in which the offense occurred.
3. Forced withdrawal: withdrawal without credit from the college for a period of one semester.
4. Expulsion: termination of student status for an indefinite period of time.
Apply biblical, Christian and ethical standards in all that you do.

Portfolio Statement:
Work in this class can be used for inclusion in a portfolio (required in MCOM 4395 – Mass Media Capstone) and for a prospective employer or graduate school.

Format of Papers

Papers are to be stapled. Grading will include grammar, spelling and punctuation. All papers turned in for a grade should be typed and proofread with any errors corrected. Double space, type on one side of the page only and number each page. Use 1-inch margins around the page and 12-point type. The title page should be the first page of the paper and labeled with the following information centered each vertically on the page: name, assignment title, Public Relations, Fall 2006. Finally, your paper should follow the AP or MLA style manual.

Learning Disabilities

Any student having an identified learning disability or other handicap that might affect academic performance should complete the form available in the Learning Disabilities Liaison Office. Instructors who suspect that a student has a disability should advise the liaison’s office in Foster Student Center.

What is the ultimate purpose of each student? To glorify God and to enjoy Him forever.
How? Based on the Bible and through Christ, “do what you can, with what you have, where you are.” President Theodore (Teddy) Roosevelt

Tentative Class Schedule (professor reserves the right to change the schedule)

Date Class Information Reading/Assignment
Week 1 Introduction; History & Current Events Syllabus, handouts; Handouts;
Week 2 Quiz #1; Ch. 1 PR Roles/Specialties Ch. 1
Week 2 Special Activity  
Week 3


Week 3

Chapter 1


Chapter 2

Chapter 2


Chapter 2

Week 4 Chapter 2 Chapter 3
Week 5 Chapter 3 Chapter 3
Week 5 Discuss  chapter 3

Assignment #1 (Pt. 1)  research  the public relations field in relation to trends

Chapter 4
Week 6 Discuss chapter 4; Assignment #1 (Pt. 2) research  the public relations field in general Chapter 5
Week 6 Chapter 5 Chapter 5
Week 7 Assignment #1 (Pt. 1-2) Due

Discuss chapter 5

Chapter 6
Week 7


Discuss chapter 6: Assignment #2 Audience analysis and public opinion of your chosen field or product  
Week 8


Week 8

Mid term test over chapter 1-6r


Work on Assignment #2 and #3

Chapter 7
Week 9 Assignment #2 due;

Discuss chapter 7

Assignment: list 3 (Pt. 1) non-Christian unethical PR events and present biblical solutions;

Assignment: list 3  (Pt. 2) “Christian” or church related unethical PR events and present biblical solutions

Chapter 7
Week 10 Discuss chapter 7

Assignment #3 (Parts 1-2) due

Discuss chapter 7 PR Ethics & Responsibilities-continued

Chapter 8
Week 10 Chapter 8 Chapter 9
Week 11


Chapter 9: PR Practice/Strategic Management: Assignment #4: Choose to research a PR Firm or PR dept. within a company Chapter 9
Week 11


Chapter 9


Chap. 10
Week 12 Assignment #4 due

Chapter 10

Chapter 10
Week 12 Discuss Chapter 10 Communication Channels & Media: Assignment #5

Choose your medium, message, ad or publicity (present to class)


Chapter 11
Week 13 Chapter 11

Assignment #5 Ad/Publicity

Chapter 11
Week 13


Chapter 11  
Week 14 Assignment #5: Present Ad/Publicity Chapter 12
Week 14 Chapter 12 Campaigns

Assignment #6 Work on a multi-media campaign

Chapter 12
Week 15


Discuss chapter 12 and multi-media campaign due Chapter 13-14


Week 16 Chapter 13-14  


Final Final exam over chapters 7-14  

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