Type of Credit: Partially Required
Credit(s)
Number of Students
This course examines the managerial role in public relations practice. Students increase their understanding of key dimensions in PR management, including professional ethics, concepts of excellence, strategic planning, media relations, business and financial regulations and terminology, crisis management, as well as political dynamics and decision-making in diverse organizations. A variety of teaching/learning approaches—case studies, team projects, debates, simulations, student presentations, readings, and lectures—are used to enhance understanding and increase student responsibility for learning. (Note: students who do not attend the first two class meetings should not take this course.)
能力項目說明
The course focuses on key dimensions of the managerial role in public relations and closely examines how the role contributes to ethical, strategic and effective professional practice.
| 教學週次Course Week | 彈性補充教學週次Flexible Supplemental Instruction Week | 彈性補充教學類別Flexible Supplemental Instruction Type |
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Week 1 |
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Course Overview |
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Week 2 |
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Defining PR & PR Management Issues. |
Ch1 &16, Reserved: “Career Paths in PR |
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Week 3 |
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Legal & Ethical Considerations. |
Ch4, Reserved: Sumpter & Tankard, “The Spin Doctor” |
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Week 4 |
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Strategic Planning. Debate 1 |
Ch6 (Ch5-8)
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Week 5 |
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Case Study. |
Reserved Reading: Hendrix, Ch2, Case 4-1 |
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Week 6 |
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HR & Employee Relations. |
Ch10, Reserved Reading: Hendrix, Case 4-2 |
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Week 7 |
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Marketing PR/ Consumer Relations. Debate 2 |
Ch12 |
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Week 8 |
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Finance & Investor Relations. |
Ch13 |
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Week 9 |
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Midterm Exam. |
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Week 10 |
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International PR. |
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Week 11 |
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Community & Government Relations. Debate 3 |
Ch11, 14 |
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Week 12 |
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Media Interviews. |
Ch9 |
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Week 13 |
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Crisis Communication |
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Week 14 |
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Guest Lecture (TBD) |
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Week 15 |
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Campaign Management. |
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Week 16 |
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Team Work Week. |
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Week 17 |
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Team Work Week. |
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Week 18 |
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Team Presentation. Final Project Due. |
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Lattimore, D., Baskin, O., Heiman, S. T., & Toth, E.L. (2011). Public Relations: The Profession and the Practice (4th ed.). New York: McGraw Hill.