Type of Credit: Elective
Credit(s)
Number of Students
At a graduate-level, this course is aimed to introduce you to the professional and academic work in the broad area of public relations. (Note: students who do not attend the first two class meetings should not take this course.)
能力項目說明
The goals of the course are: (1) to develop your understanding of public relations and communication management, its process, and its impact; (2) to cultivateyour ability in critical thinking about the complicated theoretical and practical issues involved in this area's developments.
The schedule and other parts of the syllabus are subject to chage, as the professor deems appropriate.
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W1 |
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Course Overview.
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W2 |
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Defining PR. 定義公關 Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2015). Public Relations: Strategies & Tactics (11th ed.). Boston, MA: Allyn & Bacon. Chapters 1 & 2. Resources: Public Relations Society of America (PRSA) at https://www.prsa.org/about International Public Relations Assoc. (IPRA) at https://www.ipra.org/history/ipras-story/ International Assoc. of Business Communicators (IABC) at https://www.iabc.com/About PR Week, at https://www.prweek.com/asia PR Week Asia, at https://www.prweek.com/asia
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W3 |
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Corporate PR & Media Relations. 企業公關與媒體公關 Lattimore, D., Basking, O., Heiman, S. T., Toth, E.L. & Van Leuven, J.K. (2011). Public Relations: The Profession and the Practice (4th ed.). New York: McGraw Hill. Chapters 9 &16.
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W4 |
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Strategic Planning & Case Study. 策略溝通與案例分析：概念與方法介紹 Hendrix, J. A. (2004). Public Relations Cases (6th ed.). New York: Wadsworth Publishing Company. Ch2, Cases 4-1.
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W5 |
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Case Analysis. 案例分析練習
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W6 |
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Evaluation of Practices. 公關效益評估 Debate 1 Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2015). Public Relations: Strategies & Tactics (11th ed.). Boston, MA: Allyn & Bacon. Chapter 8. Watson (2012). The evolution of public relations measurement and evaluation. Public Relations Review, 38(3), 390-398. |
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W7 |
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Guest Lecture. 客座演講
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W8 |
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Government Public Relations. 政府公關 Presentation Dong, C., Zheng, Q., Morehouse, J. (2023). What do we know about government public relations (GPR)? A systematic review of GPR in public relations literature. Public Relations Review,49(1), 102284. Chon, M. G. (2019). Government public relations when trouble hits: Exploring political dispositions, situational variables, and government–public relationships to predict communicative action of publics. Asian Journal of Communication, 29(5), 424–440.
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W9 |
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Communication Ethics. 公關專業倫理 Debate 2 Lee, S.T. & Cheng, I. (2011). Characteristics and dimensions of ethical leadership in public relations. Journal of Public Relations Research, 23(1), 46–74. Meng, J., & Neill, M. S. (2022). The role of ethical leadership in building influence: Perspectives from female public relations professionals. Public Relations Review, 48(1), 102152. Plank Center Report Card on PR Leaders. Available at http://plankcenter.ua.edu/resources/research/report-card/
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W10 |
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The Excellence Theory. 優異公關理論 Debate Grunig, J. E., Grunig, L. A. & Dozier, D. M. (2006). The Excellence Theory. In C.H. Botan, & V. Hazleton (eds.), Public Relations Theory II (pp. 21-62). Mahwah, NJ: Lawrence Erlbaum Associates. Pfau, M., & Wan, H.-H. (2006). Persuasion: An intrinsic function of public relations. In C.H. Botan, & V. Hazleton (eds.), Public Relations Theory II (pp.101-136). Mahwah, NJ: Lawrence Erlbaum Associates.
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W11 |
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Crisis Management. 危機管理 Presentation Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2015). Public Relations: Strategies & Tactics (11th ed.). Boston, MA: Allyn & Bacon. Chapter 10.
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W12 |
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Crisis Communication Studies. 危機溝通理論 Presentation Coombs, W. T. (2006). Crisis management: A communicative approach. In C.H. Botan, & V. Hazleton (eds.), Public Relations Theory II (pp.171-197). Mahwah, NJ: Lawrence Erlbaum Associates. Tao, W. (2018). How consumers’ pre-crisis associations and attitude certainty impact their responses to different crises. Communication Research, 45(6), 815–839.
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W13 |
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Discuss Final Paper with Instructor. |
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W14 |
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Social Media PR. 社群媒體公關 Presentation Wang, Y., Cheng, Y., & Sun, Jie (2021). When public relations meets social media: A systematic review of social media related public relations research from 2006 to 2020. Public Relations Review, 47, 102061. Cheng, I.-H. & Lee, S. T. (2023). Timeliness, responsiveness and the human voice: The effects of dialogic strategies and the mediating role of perceived ethicality on social media relationship building. Public Relations Review, 49(4), 102355.
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W15 |
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Social Media & Crisis Communication. 社群媒體危機 Xu, J. (2020). Does the medium matter? A meta-analysis on using social media vs. traditional media in crisis communication. Public Relations Review, 46 (4), 101947. Zheng, B., Liu, H., & Davison, R. M. (2018). Exploring the relationship between corporate reputation and the public’s crisis communication on social media. Public Relations Review, 44 (1), 56-64.
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W16 |
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PR & AI. 公共關係與人工智慧 Loureiro, S., Guerreiro, J., & Tussyadiah, I. (2020). Artificial intelligence in business: State of the art and future research agenda. Journal of Business Research, 129, 911-926. André, Q., Carmon, Z., Wertenbroch, K. et al. (2018). Consumer choice and autonomy in the age of artificial intelligence and big data. Customer Needs and Solutions, 5(1–2), 28–37.
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W17 |
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Work on Final Paper.
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W18 |
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Final Paper Due.
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Class presentation 30
Midtern exam. 20
Final paper 30
Participation 20
Total 100
Use of generative AI will be discussed in class.