CA-113: Public Relations Principles and Practices (Subtitled – “The Public Must Know”)
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CA-113 is an introduction to the basic concepts, principles and practices of public relations and its applications to education, government, business and industry, and other instututions. Practical applications to cases drawn from the context of Philippine public relations are discussed. The course also includes the application of communication theories to public relations, and the orientation on the role of a public relations person as a change-agent
Course Description:
With the dawning of the new millennium, global communication today explodes with the Internet and other electronic Information and Communication Technology (ICT) methods. People, companies, institutions and even socio-civic causes are all screaming at the top of their lungs to get their respective messages, products, proposals and even ideals across to an ever-widening variety of publics – all at the same time!
Public Relations helps our complex, pluralistic society to reach decisions and function more effectively by contributing to mutual understanding among groups, individuals and institutions. It serves to bring private and public policies and ideas into harmony. PR is not merely a communication tool – nor is it just publicity – it is a vital professional management function that serves and enhances all types of institutions in modern society.
This course is meant to provide students with a working knowledge of Public Relations, particularly its application as a Corporate Communication function, the tools used and how these relate to each other (i.e., stakeholder management, advocacy, institutional/corporate advertising, publicity and even marketing communication).
Course Objectives:
At the end of the course, the student should be able to –
Understand the history, basic principles, tenets, concepts and theories of Public Relations, including Corporate Communication, vis-à-vis today’s societal requirements.
Appreciate PR’s importance, value and contribution to modern management and decision-making by learning sound techniques in making PR an invaluable and indispensable function in any endeavor.
Explore and analyze PR problems, practices and issues confronting various industries through a wide variety of case studies and research activities.
Learn the various popular PR and their appropriate application.
Develop and demonstrate sound PR skills and appreciate the extensive role it plays in the holistic Communication Management process.
Develop a viable Public Relations Plan/Proposal for an institution, advocacy or even a product.
Value Aims:
Since the course will study actual and contemporary PR-related issues and events, the course will provide a venue for creative thinking and analytical processing (critical thinking). The activities will also teach the students to become resourceful and become aware of how PR principles can be very useful in uplifting, improving and promoting our society. In addition, the value of ethical PR practices will be emphasized throughout the course.
Methodology:
Lecture / Open Interactive Discussion and Sharing, with high emphasis on student participation at all times. Recitation will constantly be graded to form a substantial weight in overall class grades.
Desk/Library/Field Research, Case Analyses, Interviews, Group Projects, Written/Oral Presentations.
Emphasis on advance study/reading as basis of classroom discussions. For some unforeseen suspension/cancellation of classes, students are responsible for reading/learning the topic/s at hand, based on the course outline, in preparation for the resumption of regular school days.
Some references in this course are available in the College Library and in many commercial bookstores. Handouts will be periodically distributed to help facilitate lectures.
Based on current events/issues, requirements may be added or changes may be made to this Syllabus.
Course Requirements / Classroom Policies:
Ability to understand and appreciate basic Public Relations principles and their applicability.
Active graded participation in class discussions/exercises, along with open/interactive communication between Students and Instructor at all times. NO “FENCE-SITTERS” PLEASE!
Should not exceed the maximum number of “cuts” (three for Saturday classes). Thus, three or more absences (without prior or special arrangements with the Communication Department Chairperson and the Instructor) will be construed as dropping the subject, as per School Policy.
Must submit and pass ON TIME all Individual and Group Research assignments, Interviews, Oral Presentations, Written Reports, Case Analyses and Presentations. NO LATE SUBMISSIONS PLEASE!
Must submit/pass ON TIME a viable Public Relations Plan/Proposal (Final Group Project/Presentation).
Grading System:
A numerical grade will be given each individual and group test/project. Certain tests/projects will have heavier weights and will be counted twice or thrice. These grades will be averaged to come up with the final numerical grade. The following equivalents will apply:
99-100 (A) = 5 87-89 (B-) = 3.0 75-79 (D) = 1.0
95-98 (A-) = 4.5 85-86 (C+) = 2.5 70-74 (F) = FAILED
92-94 (B+) = 4.0 82-84 (C) = 2.0
90-91 (B) = 3.5 80-81 (C-) = 1.5