J374 Syllabus Spring 2013

Course Syllabus Journalism 374—Written Communication for Public Relations Spring 2012, 4:00–5:50 p.m. Monday & Wednesday Instructor:

Barbara Sullivan, President, Sullivan & Associates 714/374–6174 (office), 714/330–7234 (cell), [email protected]

Office Hours:

SPA 108, Monday & Wednesday, 5:50–6:20 p.m., or by appointment

Prerequisites:

Journalism 311 (“C” or better) & 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: This course 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 also will be covered. A service-learning 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 public relations • Understand the strategic function of these communications tools • Understand social and online media as it relates to the practice of public relations • Demonstrate writing proficiency, and understand and use media (Associated Press) style Method of Instruction: The text will be supplemented by lectures, class discussions, handouts, and inclass 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. Teaching Philosophy: Journalism 374 is a demanding skills class and 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. My philosophy is to assign public relations tasks taken from professional situations. They will be varied and numerous because that’s what you’ll encounter as a public relations professional. You must complete assigned reading prior to class and submit your work as you would to a supervisor in the public relations workplace. 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 also are expected to arrive to class on time as a sign of courtesy and respect for your instructor and fellow students. Journalism 374 Course Syllabus—Spring 2013

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BeachBoard: The syllabus, handouts, and other course materials will be posted on BeachBoard. Outlines for many of the lectures will be posted after they are delivered. Grades also will be posted. 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 and the student newspaper are acceptable. One article from a campus publication such as the journalism alumni magazine or PRSSA newsletter will be accepted. 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: Service learning is an important part of the public relations program at CSULB. Students in advanced public relations courses are required to fulfill a service-learning 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 that is approved by the instructor. Begin to locate your nonprofit organization now. 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 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. Career Day & Journalism Day: Attendance at Career Day and Journalism Day is strongly encouraged. Extra credit may be offered to students who attend (sign-in required). 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 of 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: 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.

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Week

Date

• •

Course Overview AP Style, Proofreading, E-mail Communication

Jan. 28 Jan. 30

• • • • • • • • • • • • •

April 10 April 15 April 17 April 22

• • • • • •

Getting Organized for Writing (Wilcox Ch. 1) AP Editing Marks Quiz (See AP Stylebook) Boiling exercise Becoming a Persuasive Writer (Wilcox Ch. 2) Finding & Making News (Wilcox Ch. 3) AP Quiz (A–C) Writing the News Release (Wilcox Ch. 5) Headlines, Leads, Quotes & Boilerplate News Release Exercise Distributing News to the Media (Wilcox Ch. 10) Getting Along with Journalists (Wilcox Ch. 4) AP Quiz (D–G); Numbers Exercise Preparing Fact Sheets, Advisories, Media Kits, & Pitches (Wilcox Ch. 6) AP Quiz (H–M); Pitch Exercise Creating News Features & Op-Eds (Wilcox Ch. 7) Feature Release Exercise Selecting Publicity Photos & Graphics (Wilcox Ch. 8) Writing for Radio & Television (Wilcox Ch. 9) AP Quiz (N–P); Caption exercise Tapping the Web & New Media (Wilcox Ch. 12) Online Newsrooms Midterm Review Midterm Exam Interviewing/Interview Exercise Spring Break—April 1–5 Producing Newsletters & Brochures (Wilcox Ch. 13) Writing E-Mail, Memos, & Proposals (Wilcox Ch. 14) Work on Press Kits Giving Speeches & Presentations (Wilcox Ch. 15) Creating Effective PowerPoints; Work on Press Kits Planning Programs & Campaigns (Wilcox Ch. 18)

April 24 April 29 May 1 May 6 May 8 May 13

• • • • • •

AP Quiz (Q–Z); Work on Press Kits Measuring Success (Wilcox Ch. 19) Work on Press Kits Avoiding Legal Hassles (Wilcox Ch. 11) Course Wrap-up Final 5–7 p.m.—Presentation of Press Kits

1

2

Topic(s), Reading & In-class Work

Jan. 23

Feb. 4 3 Feb. 6 Feb. 11 4 Feb. 13 Feb. 20 5 Feb. 23 Feb. 25 6 7

Feb. 27 March 4 March 6 March 11

8

9 10

March 13 March 18 March 20 March 25 March 27 April 8

11 12

• • • • • • • • • • •

13 14 15 Final

Assignments (Points)

Bio (10)

Ch. 3 Skill Building Exercises 2–4 (10 pts) Ch. 5 Skill Building Exercises 6 (10 pts) Service Learning Client (5) News Release #1 (20)

News Release #2 (20) Media Alert (20)

News Release #3 (20) Fact Sheet (20)

Op-Ed (20) PSAs (20) Ch. 18 Skill Building Exercises 1 & 2 (10 pts)

Articles (15 each) Press Kit (50)

Schedule, including assignments, due dates, and quizzes, is subject to change.

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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 12th 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) CSULB-sanctioned or approved activities [2002-03 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.

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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—Spring 2013

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