Course Syllabus

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OLFULOGONEW

COURSE SYLLABUS

PUBLIC RELATIONS PRINCIPLES AND PRACTICES

OLFU VISION

A premier inclusive university of choice aspiring to improve man as man by developing individuals through a legacy of excellent education and compassionate value formation.

OLFU MISSION

The Our Lady of Fatima University, together with Fatima Medical Science Foundation, Inc., is dedicated to the improvement of man as man through the holistic formation of individuals imbued with knowledge, skills, and virtues.

OLFU CORE VALUES

A – Aspires to do his Best

C – Credible and Compassionate

H – Hardworking and Honorable

I – Inspiration to Others

E– Efficient, Effective and Ethical

V – Visionary

E – Entrepreneurial, Employable and Excellent Work Habits

R – Responsible

CAS VISION

The College of Arts and Sciences is a recognized academic leader engaged in “improving man as man” through provision of liberal education which will prepare graduates to live responsible, productive and creative lives in a changing world.

CAS MISSION

The College of Arts and Sciences commits itself in providing quality learning experience at the undergraduate level through excellence in teaching scholarship and service.

COLLEGE

COLLEGE OF ARTS AND SCIENCES

DEPARTMENT

COMMUNICATION ARTS

COURSE CODE

PRPP211

DESCRIPTIVE TITLE

 Public Relations Principles and Practices

PRE-REQUISITE(S)

NONE

CREDIT UNIT(S)

3 units

CONTACT HOURS PER SESSION

5 hours

 

COURSE DESCRIPTION:

Introduction to Public Relations is a course designed to present strategic issues and effective practices of communication between organizations and their constituencies. Includes the study of public opinion research, media relations, public communication campaigns, consumer identity, and representational ethics.

 

COURSE OUTCOMES:

After completing the course, the students should be able to:

  1. Gain practical experience in writing news releases, conducting surveys, and designing integrated campaigns.
  2. Understanding of public relations to evaluate career opportunities.
  3. Appreciate how public relations can enable organizations to achieve marketing and corporate objectives.
  4. Use knowledge of relevant theories to enhance professional practice.
  5. Appreciate the ethical and societal context in which public relations operates

 

WEEK

UNIT OUTCOMES

COURSE CONTENT

TEACHING STRATEGIES

ASSESSMENT TOOLS

1

COURSE ORIENTATION

  • Understand the mission vision of OLFU.
  • Demonstrate the ability to express information and opinions on school’s mission and vision.
  • Comply with the requirements of the course.
  • Analyze the content of the course syllabus and requirements.

OLFU Mission-Vision

Performance Outcome

Course Outcome

Course Outline

History of Public Relations

 

Inquiry-based instruction

 

Cooperative learning

 

Professional Development

 

Lecture

Discussion

Examination

2

Recognize the effects of the development of public relations to the emerging growth and changes in the society.

Models of Public Relations

Inquiry-based instruction

 

Cooperative learning

Lecture

Discussion

Examination

3

Able to articulate in a group setting, upon studying a situation, what principles of Public Relations applies to various companies and situations guided by laws and ethical principles.

 

Public Relations Law and Ethics

Inquiry-based instruction

 

Cooperative learning

Lecture

Discussion

Examination

4

Demonstrate understanding of legal and ethical principles relating to public relations

Government Relations

Inquiry-based instruction

Cooperative learning

Professional Development

 

Lecture

Discussion

Examination

5

Understand the principles involved in the public relations process.

Community Relations

Customer Relations

Inquiry-based instruction

Cooperative learning

Professional Development

Lecture

Discussion

Examination

6

PRELIMINARY EXAMINATION

 

 

7

Analyze how companies use PR Principle to promote company branding to its target audience. Understand the management of corporate branding.

Integrated Marketing Communications

Inquiry-based instruction

Cooperative learning

Professional Development

Lecture

Discussion

Examination

8

The PR role in society, relationships with government, business, communities and the media, international and global public relations, including cultural and environmental factors.

Public Opinion Management

Inquiry-based instruction

Cooperative learning

Professional Development

Lecture

Discussion

Examination

9

Demonstrate knowledge in writing effective campaigns and exhibit strong technical writing efficiency, including content and grammar.

Sources of Information

Inquiry-based instruction

Cooperative learning

Professional Development

Lecture

Discussion

Examination

10

Public relations differentiated from or related to Marketing Communications, Advertising and Journalism. How sufficient resources are in building PR Planning and PR Building

Interview Sources

Inquiry-based instruction

Cooperative learning

Professional Development

Lecture

Discussion

Examination

11

Conceptualize professionalism in a public relations context in association to different types of social media medium.

Public Relations Writing

Theoretical Basis for Public Relations

Inquiry-based instruction

Cooperative learning

Professional Development

 

Lecture

Discussion

Examination

12

MIDTERM EXAMINATION

 

 

13

Synthesize principles, methods and system into a coherent research material in relation to public interest, needs and demands.

Public Relations Officer

Inquiry-based instruction

Cooperative learning

Professional Development

 

Lecture

Discussion

Examination

14

Understanding and application of principles involved in the Public Relations Process.

Public Relations Presentation

Inquiry-based instruction

Cooperative learning

Professional Development

 

Lecture

Discussion

Examination

15

Knowledge in administering effective and reliable Public Relations Campaign.

Public Speaking

Inquiry-based instruction

Cooperative learning

Professional Development

 

Lecture

Discussion

Examination

16

Practical experience in analyzing public relations case studies and campaigns.

 

Public Relations Principles and Practices

Inquiry-based instruction

Cooperative learning

Professional Development

Lecture

Discussion

Examination

17

Aspiring PR Professional, a method to respond to a PR crisis, product launch, or fluctuations in brand-marketing value.

Public Relations Activities and Strategies

Inquiry-based instruction

Cooperative learning

Professional Development

Lecture

Discussion

Examination

18

FINAL EXAMINATION

 

 

 

GRADING SYSTEM

The final grade of the student is interpreted as shown on the table below:

                          Prelims (20%)       Midterms (20%)       Finals (20%)       Performance Task (40%)

 

REFERENCE(S)

Wilcox, D.L., & Cameron, G.T. (2009). Public relations: Strategies and tactics

(9th Ed.). Boston:Allyn & Bacon

Fraser P. Seitel. The Practice of Public Relations (12th edition). Prentice Hall (2013)

ISBN: 978-0133083576

Cutlip, S. M., Center, A. H., & Broom, G. M.  (2005). Effective Public relations.  Upper saddle River, NJ: Prentice Hall.

Public Relations: A Value-Driven Approach (5th edition). Guth, D. W., & Marsh, C. (2012).

Boston: Allyn and Bacon.

Associated Press Stylebook, 2011, Associated Press.

The Everyday Writer, Fourth Edition, Andrea A. Lunsford, Franklin E. Horowitz, 2009, St.

Martins. ISBN-13: 9780312594565 ISBN-10: 0312594569

A Writer’s Reference, Sixth Edition. Diana Hacker. 2009, Bedford/St. Martins

ISBN-13: 978-0-312-00

Sietel, Fraser P. (2011). The Practice of Public Relations. (11th ed.). New Jersey: Prentice Hall.

 

 

LIST OF E-JOURNALS IN THE OLFU LRC SYSTEM

NO.

TITLE

ISSN

1

Media and Methods

ISSN00256897

2

Critical Arts: A South-North Journal of Cultural and Media Studies                                                      

ISSN02560046

3

Journal of Voice

ISSN08921997

4

Language and Communication

ISSN02715309

5

Language Sciences

ISSN6388001

6

WeMedia                                                                  

ISSN10929533

7

Library Media Connection

ISSN15424715

8

Television Week

ISSN15440516

9

Velvet Light Trap: A Critical Journal of Film and Television

ISSN01491830

10

Journal of Popular Film and Television

ISSN01956051

11

Film Criticism

ISSN01635069

12

Films in Review

ISSN00151688

13

Literary Film Quarterly

ISSN00904260

14

Electronic Media

iSSN07450311

15

Journalism and Mass Communication Monographs

ISSN10776966

16

Journal of Broadcasting and Electronic Media

ISSN08838151

17

Communication News

ISSN00103632

18

IETE Journal of Research                                                  

ISSN03772063

19

The Digital Studio Magazine

ISSN15254658

20

Emedia Magazine                                                      

ISSN15297306

21

Letters and Communications                                

ISSN08886512

 

 

 

Prepared By:

 

Communication Arts Department

JUNE 2019

Endorsed By:

 

MRS. LYN PASCUAL-JUAREZ

Coordinator, Communication Arts Department

JUNE 2019

Approved By:

 

MS. MURIEL CABALLERO

Campus Administrator

JUNE 2019

 

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