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378863: Strategic Public Relations Management
MGMT-X 469.14

  • Spring 2021
  • Section 1
  • 4 Credits
  • 03/29/2021 to 06/13/2021
  • Modified 05/22/2021

Please note that the instructor reserves the right to modify or change this syllabus as deemed necessary for the benefit of the students prior to or during this 11-week course.

Access to this online course is available to registered students two days before the start of the quarter class.  For this class that is Saturday, March 27, 2021 at midnight Pacific Time. Students are encouraged to log into Canvas prior to the start of the spring quarter which is Monday, March 29, 2021.

Meeting Times

This course is an online class and students are expected to log on to Canvas multiple times each week (ideally daily) to access the course materials, participate in the Graded Discussion, complete the Written Assignments, take the Three Quizzes and complete the Final Project. 

In Canvas the week starts on Sunday and ends on Saturday at 11:59 PM Pacific Time.

For purposes of this class the day references throughout Canvas are as follows:

Day 1 - Sunday

Day 2 - Monday

Day 3 - Tuesday

Day 4 - Wednesday

Day 5 - Thursday

Day 6 - Friday

Day 7 - Saturday

Description

The course, designed for those with either present or future aspirations to higher-level public relations positions, looks at the execution of key managerial PR functions in corporations, agencies, and nonprofit organizations. Instruction examines such responsibilities as staffing, budgeting, and problem-solving techniques, as well as designing PR campaigns and communication strategies. Additional topics to be discussed include the ethical and legal concerns of a PR executive and the advisory role he/she plays.

Objectives

On successful completion of this course, students will be able to:

  1. Introduce the most commonly used PR models, theories, and principles of PR practice today.
  2. Identify and utilize theory behind PR, the process of PR planning, and several models used in PR campaigns with an integrated focus.
  3. Develop a rich understanding of ROPE, RACE, PESO, and ROSTIR planning models, when to use and how to execute campaigns based on the needs of a client and the model.
  4. Move from tactician to strategy-based practitioners in order to align potential client objectives with an integrated campaign.
  5. Able to review, discuss, and critically analyze multiple PR campaigns across a variety of disciplines and use theories and models to evaluate the strengths and weaknesses of those campaigns. 

 

Course Instructional Methods

The course will be taught using multiple instructional methods. These methods may include a recorded lecture, Zoom session, group discussion online, small group exercises online, and final presentations.

Typically, course topics each week will be incorporating interpretive discussions and examples via case studies from our text book, popular culture and the current news cycle.  Students are encouraged to be current with news sources and be prepared to share that knowledge in the online class discussions. 

Current Events and Discussion

Students will read and listen to materials relevant to PR outside of class and bring in current events, critically related items to our course readings to share in online class discussions.  Students are encouraged to set up an RSS feed reader like Feedly.com and a podcast streaming service like iTunes in order to be served relevant material in real time.  Each week your instructor will take a few minutes and post an Announcement to ask about current events and pose questions for you to respond and share your perspective on the news cycle and how it pertains to our course and the content we are studying. 

Outcomes

Upon completion of this course students will have the ability to:

  • Understand the most commonly used PR models, theories and principals in the practice of PR today.
  • Identify and utilize theory behind PR, the process of PR planning and several models used in PR campaigns with an integrated focus.
  • Develop a rich understanding of ROPE, RACE, PESO, ROSTIR planning models, when to use and how to execute campaigns based on the needs of a client and the model.
  • Move from tactician to strategy-based practitioner in order to align potential client objectives with an integrated campaign.
  • Able to review, discuss and critically analyze multiple PR campaigns across a variety of disciplines and use theories and models to evaluate the strengths and weaknesses of those campaigns.

Materials

Public Relations Campaigns An Integrated Approach

  • Author: Regina M. Lutrell/Luke W. Capizzo
  • Publisher: Sage
  • Edition: 2 edition
  • ISBN: PRINT ISBN: 9781544385587, 1544385587 OR eText ISBN: 9781544385563
  • Availability: Amazon or VitalSource to rent eText.
  • Price: Prices will range from $95 for a paperback or $42 rent eText for 90 days.

This book is a requirement for this course. Please note that this textbook is available as a paperback. Should students wish to use an eText please note to obtain the full features of the book online, it is advised that students use VitalSource to rent their eText. 

This is the second edition of the textbook and know it was published in January 2021.  It is recommended that you purchase either the paperback or rent the eText prior to the start of the class so you become familiar with the content and assess the assigned readings. 

Questions about the textbook please don't hesitate to contact the instructor.  

Supplemental Materials

Students are expected to log on to Canvas multiple times each week to review the supplemental materials posted by the Instructor.  Materials will be uploaded each week to support the weekly topic.  It is your responsibility to log in multiple times each week (ideally daily), to review the materials, and be prepared for the weekly online Graded Discussions. Information contained in the supplemental materials will be used in the Graded Discussions, Written Assignments, Quizzes and Final Project. Bonus questions on the Quizzes may be taken from the supplemental materials posted. 

This course requires weekly reading and students are encouraged to plan their time accordingly so they are prepared to participate in the online Graded Discussions.

Students are strongly encouraged to review their notification settings in Canvas to receive instant alerts from the Instructor about the class.  It is the student's responsibility to know when the deadlines are for the Graded Discussions, Written Assignments, Quizzes and Final Project.

Reminders will be posted by the Instructor via Canvas. When in doubt always check in with your Instructor about deadlines for this class. 

Deliverables

During this 11-week course you will read PR case studies designed to challenge you, inspire you and motivate you to not only demonstrate your critical thinking and problem solving skills, but to prepare you to become a strategic business advisor to CEO's, CFO's, attorneys, and clients in the corporate, agency and nonprofit environment.

This course involves engagement on your part from day one as we collaborate together.

Weekly Graded Discussions, Assigned Reading and reviewing supplemental materials will require about 10-15 hours a week of your time. Some of you may complete the work in less time while some of you may take longer depending on your personal learning style. 

Please note that some weeks you will have a Quiz to complete, a Graded Discussion, and a Written Assignment all due the same week.  Plan your time accordingly so that you are on time with your homework submission.

Your personal time management skills will be paramount in successfully completing this class. 

No late assignments are accepted. Should you have a need to miss class for business or personal reasons or are unable to complete the Assignments on time, please contact the Instructor via email.

Spelling, punctuation, grammar and appropriate use of AP Style, APA Style are counted in the weekly Graded Discussions, Written Assignments and the Final Project. Proofread your work carefully as one point for each noted error will be deducted on the weekly Graded Discussions, Written Assignments and the Final Project.

Your written work in this class is expected to be produced at the level of a PR professional. If you spell a word wrong multiple times in your Written Assignments or Final Project, know that I will deduct one point off for every misspelled word.

Deductions can add up quickly so it is in your best interest to proofread your work carefully prior to submission. You are expected to demonstrate high-level strategic thinking skills in this course as well as business level writing skills.

A great proofreading tip shared with me last quarter by a former student has made a significant contribution to my daily proof reading work for business.  Word now offers the ability to hear your written work spoken to you as a new feature, so you can benefit from looking at your written work, hearing it spoken at the same time and make any corrections or changes BEFORE you submit your work for a grade.  I tried it for a few client projects and I was amazed at the accuracy.  It's a great way to help you with your written assignments. It also helps you see and hear your errors.  

As a reminder, this class is structured like a real asynchronous classroom.  Thee is no specific time during the week that you need to be "in class," unless a Zoom session is posted, but know there are Assignment deadlines to meet every week. First post in your weekly Graded Discussion is due Wednesday each week with your second response to a classmate due on Friday.  

You will notice that I have hidden the additional weeks of content for this class. I've done that purposefully to help us all stay "in the week" together. Since I understand that many of you are working professionally during the week, I will open up the new content each week on Saturday morning so you can review the materials over the weekend and be best prepared for the following week of class. 

This course content builds each week on the prior content so it is important that you stay current with your assigned reading and your Assignments. 

Summary of Assignments (see Canvas for details)

Weekly Graded Discussions (Eleven)

Written Assignments (Three)

Quizzes (Three)

Final Project (One)

Types of Assignments

Reading: Please read the assigned chapters in your textbook, the Supplemental Materials: Power Points, Case Studies, Multi-Media files and the SAGE articles each week. These additional materials contain a wealth of knowledge and will add to your skill set.

Posting and Commenting: Please post in the Graded Discussion area first, then comment on at least two of each of your classmate's posts.  To earn full points, you must comment to at least two of your classmates posts each week. You may choose to comment to all of your classmate's posts, however, no extra points will be earned. A single post to a classmate's post will earn no points.  You must respond to at least two of your classmate's posts to earn points. I am expecting to see more of a response to your classmate's post than I agree.  Please share your perspective on the question posed in the Graded Discussion.  Your instructor monitors the Graded Discussions and know I will comment on what I see from the class.

The topics are engaging so you may find yourself responding to everyone's post in the class.

Our Graded Discussions are like a lively classroom discussion with the exception that it is held on line.  This is your time to be engaged and chat with your classmates online.

This is an online class that is meant to replicate an in person class discussion so it is to your advantage to jump in and share your thoughts on the weekly topics.  You'll learn by talking about what you are seeing with respect to the assigned readings as well as sharing any PR professional experience that is relevant to that weekly topic.  Know that I will post my comments and engage in your weekly graded discussions.

Quizzes: There are three quizzes that will cover the textbook readings, the Power Points, Case Studies, Multi-Media files and the SAGE articles posted in Canvas.  Quiz # 1 covers Chapters 1-4, Quiz # 2 covers Chapters 5-8 and Quiz # 3 covers Chapters 9-11. Quizzes are meant to reinforce what you are learning based on your assigned textbook readings and the supplemental materials posted in Canvas. Each timed-quiz, worth a total of 60 points and you will be allowed one-attempt to complete it. The correct answers to the quiz will be available to students once the last student has completed the quiz.  Correct answers to all three quizzes will remain open to students until the end of the quarter. 

Written Assignments: You will have three written assignments to complete based on a topic that I have selected from the textbook. This is your opportunity to write in more detail about the subject matter and share best practices.  Each written assignment is worth 45 points.

Please make sure to carefully proof read your written work before you submit it.  Points will be deducted for spelling, punctuation, sentence and AP Style or APA errors.  Please put your name, date, and assignment title on each page that you submit. NO PDFs will be accepted for written assignments. 

Final Project: you will be assigned a Final Case Study.  This Case Study will be provided to you in week 10 and will allow you to analyze the case study applying what you have learned in this course.  More details on that project will be provided as the quarter progresses.  That Final Project is worth 200 points. NO PDFs will be accepted for the final assignment. Please remember to put your name, date and assignment title on each page that you submit. Points will be deducted for spelling, punctuation, sentence and AP Style or APA errors.  Proof read your work carefully before you submit your final project. 

Course Grading: Grades are assigned based on points.  All work will be graded within seven days of the due date unless I announce otherwise in the Weekly Announcements.  Please note that spelling, punctuation and grammar are counted in every assignment and one point will be deducted for every error noted by me.  Point deductions for silly mistakes can add up quickly so please make an effort to carefully proofread all of your work before you submit it for a final grade.

Should you have any questions during this class please don't hesitate to contact me via Canvas. I will respond to your emails within 24 hours. Weekends I will respond if it is an emergency only.

Evaluation

Criteria

Ice Breaker (1)  Worth 20 points

Weekly Graded Discussions (11) 15 points x 11 Weekly Graded Discussions Worth 165 points

Three Quizzes (3) worth 60 points each for a total of 180 points

Three Written Assignments (3) worth 45 points each for a total of 135 points

One Final Project (1) worth 200 points.

Total Points Possible 700 points.

Breakdown

NOTE: ALL COURSE GRADES ARE FINAL.

Resulting grade and related performance levels
Grade Range Notes
A 90-100%

To earn an A points must total 700 - 630

B 80-89%

To earn a B points must total 629 - 560.

C 70-79%

To earn a C points must total 559 - 490.

F 0-69%

489 - 0 Points.

Course Policies

This learner-centered course will primarily use weekly Graded Discussions, Written Assignments, Quizzes and a Final Project to engage students in the learning process.

We will emphasize interactivity and collaboration in an online environment. This course is outcomes-based, and you will be evaluated primarily on your ability to transfer the theory and knowledge shared each week in the Graded Discussions, Written Assignments, Quizzes and into a Final Project.

Assigned readings should be completed prior to the start of each week so you are best prepared to actively participate in the Graded Discussions, Written Assignments, Quizzes and the Final Project.

Canvas

Students are required to check-in multiple times each week on Canvas. The instructor will post announcements, additional readings, tip sheets, supplemental materials, Power Point presentations, news articles, quiz guidelines, final project case study details, and other information as deemed appropriate.

Grades will also be posted in Canvas. No late assignments will be accepted for a grade in this course.

It is your responsibility to understand how to access Canvas and complete all of your work on time as per the deadlines posted in the course syllabus.  Canvas Tech Support is available to students 24/7. 

Homework

No late homework will be accepted in the course.

Each week you will have a Graded Discussion.

Quizzes 1, 2, and 3.

Written Assignments (3).

Final Project.

See Canvas for details.

Students are encouraged to keep copies of all assignments submitted for a grade.

Course materials will available for two weeks after the close of the quarter which will be Sunday, June 13, 2021.

Canvas

Students are required to check-in weekly on Canvas. The instructor will post announcements, additional readings, tip sheets, supplemental materials, Power Point presentations, news articles, quiz guidelines, final project case study, and other information as deemed appropriate.

Grades will also be posted in Canvas.

Institutional Policies

Student Conduct

Students are subject to disciplinary action for several types of misconduct or attempted misconduct, including but not limited to dishonesty, such as cheating, multiple submission, plagiarism, or knowingly furnishing false information to the University; or theft or misuse of the intellectual property of others or violation of others' copyrights. Students are encouraged to familiarize themselves with policy provisions which proscribe these and other forms of misconduct at: https://www.uclaextension.edu/pages/str/studentConduct.jsp

Services for Students with Disabilities

In accordance with the Americans with Disabilities Act of 1990, UCLA Extension provides appropriate accommodations and support services to qualified applicants and students with disabilities. These include, but are not limited to, auxiliary aids/services such as sign language interpreters, assistive listening devices for hearing-impaired individuals, extended time for and proctoring of exams, and registration assistance. Accommodations and types of support services vary and are specifically designed to meet the disability-related needs of each student based on current, verifiable medical documentation. Arrangements for auxiliary aids/services are available only through UCLA Extension’s Service for Students with Disabilities Office at (310) 825-7851 or by email at [email protected]. For complete information see: https://www.uclaextension.edu/pages/str/studentswithDisabilities.jsp

Incompletes

Your instructor may post the interim grade Incomplete/I if at the end of the class your overall work is of passing quality but a portion could not be submitted for understandable reasons (e.g. illness). It is your responsibility to petition your instructor for permission to submit work late and to provide an explanation, and it is his or her sole decision whether to accept the explanation. If permitted, the Incomplete/I grade will be posted and a time frame defined for you to submit the missing work, ranging from one to twelve weeks. Incomplete/I grades that remain unchanged after twelve weeks will lapse to F, NP or U. Receiving an I grade entitles you to submit only the missing work your instructor has agreed to accept late, and does not allow other work to be retaken or oblige UCLA Extension to provide continuing access to course materials via Canvas. The Incomplete/I grade is not an option for courses that do not bear credit, such as 700, 800, or 900-level courses. For complete information, see: https://www.uclaextension.edu/pages/str/grading.jsp

All Grades are Final

No change of grade may be made by anyone other than the instructor, and then, only to correct clerical errors. No term grade except Incomplete may be revised by re-examination. The correction of a clerical error may be authorized only by the instructor of record communicating directly with personnel of Student and Alumni Services.

Sexual Harassment

The University of California is committed to creating and maintaining a community where all individuals who participate in University programs and activities can work and learn together in an atmosphere free of harassment, exploitation, or intimidation. Every member of the community should be aware that the University prohibits sexual harassment and sexual violence, and that such behavior violates both law and University policy. The University will respond promptly and effectively to reports of sexual harassment and sexual violence, and will take appropriate action to prevent, to correct, and when necessary, to discipline behavior that violates our policy.

All Extension students and instructors who believe they have been sexually harassed are encouraged to contact the Department of Student and Alumni Services for complaint resolution: UCLA Extension, Suite 113, 10995 Le Conte Ave., Westwood; Voice/TTY: (310) 825-7031. View the University’s full Policy on Sexual Harassment and Sexual Violence at http://policy.ucop.edu/doc/4000385/SHSV.

Additional Items

Course and Instructor Evaluation

UCLA Extension values your feedback on course and instructor evaluations. We ask all students to take a few minutes to complete an end-of-course evaluation survey. Updates to the course and instruction are influenced by your feedback. Understanding your student experience is essential to ensure continuing excellence in the online classroom and is appreciated by your instructor and the UCLA Extension academic leadership.

Your participation in a survey is voluntary, and your responses are confidential. After instructors submit grades, they will be given an evaluation report, but this report will not contain your name.

About Your Online Course Materials

Please note the following about online course components at UCLA Extension:

  • Students must have basic computer skills, including the use of word processing software, email, and the ability to use internet browsers, such as Safari, Firefox, or Chrome.
  • Students are responsible for meeting the technical requirements of Canvas and familiarizing themselves with the Canvas Learning Management System.
  • Students are responsible for keeping a copy of all assignments and work submitted, and to be aware of all assignments, due dates, and course guidelines.
  • Students are encouraged to keep and/or download a local copy of their assignment files, as access to the online environment of a specific course is limited to 30 days after the final course date, as listed in the course catalog.

    If you need assistance downloading student materials from your course, please contact Canvas Support or the Office of Instructional Enhancement.

UCLA Extension Canvas and Learning Support

For immediate 24/7 Canvas technical support, including holidays, click on Help (located on the menu to the left) where you can call or chat live with a Canvas Support representative.

UCLA Extension Instructional Design and Learning Support
The UCLA Extension Learning Support staff assists both students and instructors with Canvas-related technical support, as well as general and administrative questions.

Learning Support staff is available Monday through Friday, from 8 AM to 5 PM (Pacific Time), except holidays:

Schedule

Course calendar and related activities
When Module Title Notes
Lecture
Week #1
03/28/2021
12:00 AM - 12:00 AM
Campaigns in the Professional Public Relations Context, Introduction to Integrated Campaigns, Strategic Communication Campaign Fundamentals, Understanding PESO

Students are to read the Introduction, Chapter 1, Chapter 2 and Chapter 3 prior to the start of class. Pages 1-66.

Students are to complete the Ice Breaker Assignment and the Graded Discussion.

Lecture
Week #2
04/04/2021
12:00 AM - 12:00 AM
Research, Part 1: Diagnosis and Developmental Research

Students are to read Chapter 4 pages 67-92.

Students are to complete the Graded Discussion.

 

Lecture
Week #3
04/11/2021
12:00 AM - 12:00 AM
Research, Part 2: Goals

Students are to read Chapter 5 pages 93-108.

Students are to complete the Graded Discussion and take Quiz #1.

 

Lecture
Week #4
04/18/2021
12:00 AM - 12:00 AM
Objectives

Students are to read Chapter 6 pages 109-128.

Students are to complete the Graded Discussion and submit Written Assignment #1.

Lecture
Week #5
04/25/2021
12:00 AM - 12:00 AM
Strategies

Students are to read Chapter 7 pages 129-152.

Students are to complete the Graded Discussion.

Lecture
Week #6
05/02/2021
12:00 AM - 12:00 AM
Tactics

Students are to read Chapter 8 pages 153-173..

Students are to complete the Graded Discussion and take Quiz #2.

Lecture
Week #7
05/09/2021
12:00 AM - 12:00 AM
Implementation

Students are to read Chapter 9 pages 174-193.

Students are to complete the Graded Discussion and submit Written Assignment #2.

Lecture
Week #8
05/16/2021
12:00 AM - 12:00 AM
Reporting and Evaluating

Students are to read Chapter 10 pages 194-214.

Students are to complete the Graded Discussion.

Lecture
Week #9
05/23/2021
12:00 AM - 12:00 AM
Formulating an Integrated Campaign-Case Studies

Students are to read Chapter 11 pages 215-236. Appendix pages 237 to 262. Glossary. pages 263.

Students are expected to complete the Graded Discussion and take Quiz #3.

Lecture
Week #10
05/30/2021
12:00 AM - 12:00 AM
Appendix, Glossary and References, Final Project Discussion

Students are to read Appendix, Glossary and References in their textbook pages 222 - 253.

Final Project distributed and is due no later than Sunday, June 20, 2021 by 11:59 PM Pacific Time.

Students are to complete the Graded Discussion and submit Written Assignment #3.

Students are asked to complete the Course Evaluation before the quarter ends on June 13, 2021. Instructor will send an Announcement to remind students.

Lecture
Week #11
06/06/2021
12:00 PM - 12:00 PM
Final Project Due

Spring quarter officially ends on Sunday, June 13, 2021 at 11:59 PM Pacific Time.

Students are expected to complete the Graded Discussion and submit the Final Project.

Students are to submit their final projects no later than Sunday, June 20, 2021 by 11:59 PM Pacific Time.