Course Syllabus Journalism 374 Written Communication for Public Relations Fall 2013, 4:00 5:50 p.m. Tuesday & Thursday

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1 Instructor: Office Hours: Course Syllabus Journalism 374 Written Communication for Public Relations Fall 2013, 4:00 5:50 p.m. Tuesday & Thursday Barbara Sullivan, President, Sullivan & Associates 714/ (office), 714/ (cell), SSPA-028, Tuesday & Thursday, 5:50 6:20 p.m., or by appointment Prerequisites: Journalism 311 & Journalism 370 Texts & Supplies: Public Relations Writing and Media Techniques by Wilcox Associated Press Stylebook When Words Collide by Kessler and McDonald (Optional, but strongly recommended for students who have problems with grammar, style, punctuation, etc.) Flash drive or other device for saving in-class assignments Course Description: J374 will introduce students to the written communications concepts and tools used in public relations and increase writing proficiency. Students will learn to write news releases, features, pitches, backgrounders, media alerts, op-eds, and other public relations materials. Social and online media topics and technologies also will be covered. A servicelearning project will provide real-world PR experience and materials for student portfolios. Intended Course Outcomes Students will: Understand and be able to produce the key written communications tools used in PR Understand the strategic function of these communications tools Be able to use media database technology (i.e., Cision) for media lists and editorial calendars Understand and be able to use social media tools and technologies in the practice of PR Demonstrate writing proficiency, and understand and use media (Associated Press) style Understand the importance and value of diversity in the practice of PR Teaching Philosophy & Method of Instruction: Journalism 374 is an advanced writing course that requires a significant time commitment. You ll be expected to write well and understand the rules of good grammar, punctuation and style. Assignments will be varied and numerous because that s what you ll encounter as a public relations professional. The text will be supplemented by lectures, class discussions, handouts, and in-class exercises. Materials and discussions will be designed to give you a basic understanding of the work that you may be required to perform in a public relations position. Class discussions will relate public relations concepts, strategies and tactics to current events, companies and organizations in the news, business issues, media topics, crises situations, etc. In order to participate, students must maintain awareness about current events by reading newspapers, watching television newscasts, visiting Internet news sites, etc. The activity portion of the class will be devoted to writing, quizzes and other hands-on activities. Bring the Associated Press Stylebook to class for writing exercises and AP quizzes. Assignments & Quizzes: In keeping with professional practices, you will receive many assignments verbally. It is important that you listen carefully, take notes and ask questions to ensure that you fully understand the assignments. Homework assignments are due at the Journalism 374 Course Syllabus Fall 2013 Page 1

2 beginning of the class. No late assignments will be accepted unless prior arrangement has been made with the instructor. Whether completed in class or at home, assignments must be submitted in a professional and organized manner. Copy must be clean and error free. Unless otherwise instructed, assignments must be double-spaced. Simply present your assignments in a form and manner that you d be proud to give to a future boss or client. Assigned quizzes are listed on the schedule of classes (dates are subject to change). You also can expect surprise quizzes, so keep up with assigned reading. Attendance & Punctuality: Attendance is essential for success in this class. Students are responsible for all materials presented, assignments due, changes to the syllabus and announcements. There will be no make-ups for missed in-class assignments or most quizzes. AP quizzes may be made up only for an excused absence with prior notice. Students are expected to arrive to class on time as a sign of courtesy and respect for your instructor and fellow students. Publishing Requirement: You will be required to place two articles (at least 400 words each) in publications considered appropriate by the instructor. Articles in local daily and weekly newspapers, student newspapers or newsletters, other campus publications, and online news sites are acceptable. A story generated from a news release or pitch letter is acceptable (turn in a copy of the release or pitch letter/ and a tear sheet of the article). An early start is imperative shoot for at least one article by mid-term. Articles must be published during the semester. Service Learning Requirement Press Kit: Service learning is an important part of the public relations program at CSULB. Students in advanced PR courses are required to fulfill a servicelearning component that will provide hands-on experience, help them appreciate the meaning of service to the community, and provide material for their portfolios. In Journalism 374, a press kit will be developed for a local nonprofit organization client that is approved by the instructor. Begin to locate your nonprofit organization now. The press kit will include items such as: News release Media alert Fact sheet on organization Bio(s) Media list Social media component Photo/image & caption Op-ed or article Career Day & Journalism Day: Attendance at Career Day and Journalism Day is strongly encouraged. Extra credit opportunities may be offered (to be announced in class). Evaluation and Grading Criteria: Grades will be based on points earned from assignments, quizzes and tests. Grades are based on content, fundamentals and mechanics (see below). Proper grammar, style, punctuation and spelling are required on all assignments. A minimum o one point will be deducted for each error, including any grammatical errors or typos. A misspelled proper noun will result in an F for the assignment. Grade expectations are as follows: Journalism 374 Course Syllabus Fall 2013 Page 2

3 A Outstanding Work: Superior writing that is well-organized and effective, with complete facts and correct grammar and style. Additionally, writing that is concise, easy to read, adheres to media style and follows proper format. B Good Work: Writing that is well-organized with complete facts and only minor grammatical and stylistic corrections. This work also follows proper format for the particular assignment. C Average Work: Writing meets minimum requirements of complete and correct facts but requires editing to correct organization, grammar and style. Some minor problems in format may need correction, and additional work may be needed to heighten the impact of the piece. D Below-Average Work: Writing contains incomplete information, numerous style and grammatical errors, and is poorly organized. F Unacceptable Work: Writing is poorly organized and contains style and grammatical errors, factual mistakes and misspelled proper nouns. Journalism 374 Course Syllabus Fall 2013 Page 3

4 Week Date Topic(s), Reading & In-class Work Assignments (Points) Aug. 27 Course Overview AP Style Refresher 1 Proofreading Aug. 29 AP Quiz (A C) Bio In-class Assignment Sept. 3 Getting Organized for Writing (Wilcox Ch. 1) Ch. 1 Skill Building 2 Sept. 5 Exercises 5 & 7 (10 pts) AP Editing Marks Quiz Communication & exercise Sept. 10 Becoming a Persuasive Writer (Wilcox Ch. 2) Ch. 2 Skill Building Exercises 2 & 3 (10 pts) 3 Sept. 12 Guest speaker Importance of Diversity in PR (Review diversity section on PRSA website, including article on Diversity in PR Practice) Sept. 17 Finding & Making News (Wilcox Ch. 3) Write a brief evaluation of the diversity guest 4 speaker what did you learn? (10 pts) Sept. 19 AP Quiz (D G) Boiling Exercise Sept. 24 Writing the News Release (Wilcox Ch. 5) Ch. 5 Skill Building 5 Headlines, Leads, Quotes & Boilerplate Exercises 6 (10 pts) Sept. 26 News Release Exercise Service Learning Client (5 pts) Oct. 1 Distributing News to the Media (Wilcox Ch. 10) News Release #1 (20) 6 Oct. 3 Media Lists & editorial calendars; using Media Databases (Cision) Oct. 8 Working with Journalists & Bloggers (Wilcox Ch. 4) News Release #2 (20) 7 Oct. 10 AP Quiz (H M) Pitch Exercise Oct. 15 Preparing Fact Sheets, Advisories, Media Kits & News Release #3 (20) 8 Oct. 17 Pitches (Wilcox Ch. 6) AP Quiz (N P) Numbers Exercise Oct. 22 Creating News Features & Op-Eds (Wilcox Ch. 7) Media Alert (20) 9 Oct. 24 Feature Release Exercise Midterm Review 10 Oct. 29 Midterm Exam Oct. 31 Interviewing/Interview Exercise 11 Nov. 5 Selecting Publicity Photos & Graphics (Wilcox Ch. 8) Fact Sheet (20) Nov. 7 Caption exercise 12 Nov. 12 Classes Cancelled Nov. 14 Radio, Television & Online Video (Wilcox Ch. 9) Op-Ed (20) Nov. 19 Tapping the Web & Digital Media (Wilcox Ch. 12; 13 read social media case studies on BeachBoard) Nov. 21 AP Quiz (Q Z) Journalism 374 Course Syllabus Fall 2013 Page 4

5 Social Media Exercise Nov. 26 Newsletters & Brochures (Wilcox Ch. 13) Social Media 14 Public Service Announcements Assignment (TBD) Nov. 28 Happy Thanksgiving! Dec. 3 Giving Speeches & Presentations (Wilcox Ch. 15) PSAs (20) Creating Effective PowerPoint Presentations 15 Dec. 5 PowerPoint Exercise How to Succeed in PR 16 Dec. 10 Course Wrap-up Articles (15 pts each) Final Dec. 17 Final 5 7 p.m. Presentation of Press Kits Press Kit (50) Schedule, including assignments, due dates, and quizzes, is subject to change. Journalism 374 Course Syllabus Fall 2013 Page 5

6 Addendum to Course Syllabus: Department of Journalism and Mass Communication Policies on Grading, Conduct of Classes, Drops, Absences and Cheating Grading: The grading policies and practices in this class are explained elsewhere in the syllabus. It is the student s responsibility to read them and to seek clarification if necessary. The student should be fully aware of what is required for success in the course, such as group participation, writing, speaking, completing assigned readings, etc. Seat in Class: An enrolled student may lose his/her seat in class if he/she misses the first class meeting without notifying the instructor. At the instructor s discretion, a student who attends the first class but not subsequent classes may also be dropped from the course. Withdrawal from Class: Students may withdraw from a class from the third to the 12 th week for serious and compelling reasons. Normally these are defined as anything of import that is beyond the control of the student. This includes, but is not necessarily limited to, death or serious illness in a student s immediate family or a documented change in a student s work schedule. Poor performance, tardiness and unexcused absences are not considered a serious or compelling reason beyond the student s control for purposes of withdrawal. Absences from Class: Grades in a course may be adversely affected by absences, and students should seek clarification from the instructor regarding the course absence policy. Make-ups usually are granted in strict accordance with CSULB policy, which defines excused absences as (1) illness or injury to the student; (2) death, injury or serious illness of an immediate family member or the like; (3) religious reasons; (4) jury duty or government obligation; (5) CSULBsanctioned or approved activities [ Catalog, p. 75]. These and any other requests for an excused absence must be documented. CSULB Cheating/Plagiarism/Fabrication Policy: CSULB takes issues of academic dishonesty very seriously. If you use any deceptive or dishonest method to complete an assignment, take an exam, or gain credit in a course in any other way, or if you help someone else to do so, you are guilty of cheating. If you use someone else s ideas or work and represent it as your own without giving credit to the source, you are guilty of plagiarism. This does not apply if the ideas are recognized as common knowledge, or if you can show that you honestly developed the ideas through your own work. Any instructor can show you the correct ways of citing your sources, and you should use quotation marks, footnotes or endnotes and bibliographic references to give credit to your sources according to the format recommended by your instructor. Responses, Penalties and Student Rights: Students should consult the appropriate sections of the Catalog for examples of cheating, fabrication and plagiarism, and instructor and/or CSULB response options in such circumstances. The Catalog also outlines student rights. Any instance of academic dishonesty may result in your immediate expulsion from the class with a grade of F and/or other sanctions, as the instructor deems appropriate. Journalism 374 Course Syllabus Fall 2013 Page 6

7 Department of Journalism & Mass Communication Additional Student Learning Assessment The national accrediting agency for journalism education has established a requirement that all accredited journalism schools assess student mastery of 11 core values and competencies that any graduate of a journalism and mass communication program should possess. According to the Accrediting Council on Education in Journalism and Mass Communication, all graduates, irrespective of their particular specialization, should be able to: 1) Understand and apply First Amendment principles and the law appropriate to professional practice. 2) Demonstrate an understanding of the history and role of professionals and institutions in shaping communications. 3) Demonstrate an understanding of the diversity of groups in a global society in relationship to communications. 4) Understand concepts and apply theories in the use and presentation of images and information. 5) Work ethically in pursuit of truth, accuracy, fairness and diversity. 6) Think critically, creatively and independently. 7) Conduct research and evaluate information by methods appropriate to the communications professionals in which they work. 8) Write correctly and clearly in forms and styles appropriate for the communications professions, audiences and purposes they serve. 9) Critically evaluate their own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness. 10) Apply basic numerical and statistical concepts. 11) Apply tools and technologies appropriate for the communications professions in which they work. Journalism 374 Course Syllabus Fall 2013 Page 7