CC 399 – TOPICAL STUDIES: PUBLIC RELATIONS AND THE INTERNET

BRIDGEWATER STATE COLLEGE

FALL 2000

MWF 2:00-2:50 Instructor: Arthur Lizie, Ph.D.

Hart 213 E-mail: alizie@bridgew.edu

Office: Library L323

Phone: 508-531-2170

Office Hours: M & W 11-12 and by

appointment

Course Description: This course is designed to help you to learn and execute public relations campaign strategy, to critique PR campaigns that use the Web, and to understand current Web use by PR professionals. The class will be conducted as a seminar – that means come prepared to talk.

Prerequisite: CC301 - Introduction to Public Relations

Required Text: Public Relations on the Net: Winning Strategies to Inform and Influence the Media, the Investment Community, the Government, the Public, and More! by Shel Holtz. AMACOM: New York, NY, 1999.

Supplementary Text: Spinning The Web: A Handbook for Public Relations on the Internet. By Diane F. Witmer. Longman: New York, NY, 2000.

Policies:

Attendance: You may have no more than three absences. More than three absences means that your final grade will drop 8 points. You must obtain any missed class-time material from another student. Remember, this class includes discussion - if I haven’t heard from you in a while, I will call on you.

Missed exams/Late papers: If you miss an exam without contacting the instructor prior to the exam date, there will be no make-up – you will receive a zero for that exam grade. For an excused absence (i.e., approved by the instructor prior to the exam date), the instructor may substitute an essay or research paper on an assigned topic rather than give a make-up exam.

For late papers/presentations, the paper grade will drop 8 points per day after the due date.

You must complete ALL assignments to complete the course.

Academic Integrity: Students typically encounter a number of ethical dilemmas throughout their academic experience. Part of your responsibility as students and members of the BSC community is to act honestly when faced with such situations. Acts of academic dishonesty include but are not necessarily limited to: cheating on exams; plagiarism (using someone else’s work and passing it off as one’s own without properly identifying the source); presenting work previously presented in another course without consulting the instructor; purchasing exams or term papers; and submitting an exam or any other work that was completed by another person.

For more specific information, follow the Academic Integrity link Undergraduate Academic Policies at:

http://www.bridgew.edu/Catalog/ugpol.htm

Policies (cont):

E-mail: I respond promptly to e-mail and find it a very useful way to communicate with students. However, DO NOT use e-mail for urgent messages such as a request for permission to miss an exam. Also, DO NOT use e-mail to send assignments without making arrangements with the instructor – technical problems with e-mail will not be accepted as an excuse for late assignments.

Evaluation:

10 points – first paper/presentation (due Sept 27)

10 points – second paper/presentation (due Nov 1)

15 points – third paper/presentation (due Dec 13)

5 points – conferences

10 points – first exam (Oct 6)

15 points – second exam (Nov 17)

15 points – final exam (TBA)

10 points – class discussion

10 points – attendance and participation

100 points total

A	93-100
A-	90-92
B+	87-89
B	83-86
B-	80-82
C+	77-79
C	73-76
C-	70-72
D+	67-69
D	63-66
D-	60-62
F	0-59

Schedule of Discussion Topics, Readings, and Assignments:

The Holtz book, Public Relations on the Net, is required. The Witmer book, Spinning The Web, is optional to purchase – it has not been ordered at the bookstore. It will be on reserve in the library. You are responsible for the readings from the Witmer book as noted below.

As noted by the bold numbers, each of you will be responsible for leading discussion for one class period. This will involve introducing the assigned reading to the class, and the presentation/discussion of a PR-related Internet site. More information will be provided in class.

This schedule is subject to change depending on possible guest speakers, in-class assignments, and class interests.

Sept 6 Introduction to course

Sept 8 Holtz – Introduction

Sept 11 Holtz – Ch 1: A Report Card on PR Use of the Internet

Sept 13 Witmer – Ch 2: Overview of Public Relations

Sept 15 Holtz – Ch 3: Public Relations Tools of the Internet

Sept 18 Witmer – Ch 1: Overview of Communication Technologies

Sept 20 Holtz – Ch 2: How Communication Has Been Forever Changed #1

Sept 22 Witmer – Ch 3: Overview of Computer-Mediated Communication

Sept 25 First Paper Presentations

Sept 27 First Paper Presentations **First Paper due

Sept 29 Holtz – Ch 4: The Principles of Influencing Audiences Online #2

Schedule of Discussion Topics, Readings, and Assignments (cont):

Oct 2 Witmer – Ch 9: Caveats & Constraints

Oct 4 Review

Oct 6 **First Exam

Oct 9 Columbus Day – no classes

Oct 11 Witmer – Ch 4: Research

Oct 13 Holtz – Ch 5: Monitoring Your Company or Client Online #3

Oct 16 Witmer – Ch 5: Planning

Oct 18 Holtz – Appendix C: Writing for the Computer Screen

Oct 20 Witmer – Ch. 6: Execution & Appendix A

Oct 23 Conferences

Oct 25 Conferences

Oct 27 Conferences

Oct 30 Second paper presentations

Nov 1 Second paper presentations **Second paper due

Nov 3 Holtz – Ch 6: Media Relations #4

Nov 6 Holtz – Ch 7: Investor Relations #5

Nov 8 Holtz – Ch 8: Government Relations #6

Nov 10 Veteran’s Day – no classes

Nov 13 Holtz – Ch 9: Community Relations #7

Nov 15 Review

Nov 17 **Second Exam

Nov 20 Holtz – Ch 10: Activism on the Net #8

Nov 22 TBA

Nov 24 Thanksgiving break – no classes

Nov 27 Holtz – Ch 11: Crisis Communication #9

Nov 29 Holtz – Ch 12: Going Directly to the Public #10

Dec 1 Holtz – Appendix B: Promoting Your Online Efforts

Dec 4 Holtz – Ch 13: Measuring the Effectiveness of Your Online Efforts

Dec 6 Witmer – Ch 7: Evaluation

Dec 8 Final Paper Presentations

Dec 11 Final Presentations **Final Paper

Dec 13 Wrap up and Review

Final Exam time TBA