Journalism 234: Introduction to Public Relations

Fall 2016 | M-W-F 11:00 am – 11:50 am
Jeri J. Brooks, CEO + Lead Strategist
One World Strategy Group, LLC


  • Gain working and professional knowledge of the public relations practice
  • Engage in experiential learning to reinforce public relations skills
  • Development of a portfolio

Required Book

The Tipping Point (TTP): How Little Things Can Make a Big Difference
By: Malcolm Gladwell
This books is available for purchase online 

The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire. Just as a single sick person can start an epidemic of the flu, so too can a small but precisely targeted push cause a fashion trend, the popularity of a new product, or a drop in the crime rate. This widely acclaimed bestseller, in which Malcolm Gladwell explores and brilliantly illuminates the tipping point phenomenon, is already changing the way people throughout the world think about selling products and disseminating ideas.

 Guidelines to be Successful in Jour 234: Introduction to Public Relations

This is a discussion-driven, interactive class. Your participation and attendance is required and a significant part of your grade. Quizzes will be given in the first 10 minutes of class. Your tardiness will not extend remaining quiz time. All quizzes will be unannounced. Public relations is a deadline driven business and requires strict adherence to deadlines. There will not be any make-up quizzes and these scores will be configured into your final grade.

This is a three-day class. The class has been structured as follows:

  • Monday – Public Relations learning modules and discussions
  • Wednesday – In-class experiential learning including writing assignments, the review of case studies, guest speakers and participation in individual and team exercises.
  • Friday – Presentations and/or development of writing assignments. Each weeks writing assignment will be due the Friday of the following week unless otherwise stated.

On some occasions class will adjust to accommodate special circumstances and/or speaker availability, however you should expect to experience the aforementioned structure weekly.

Each assignment has a maximum score of 25 points and is graded as follows. All grades are subjective and based on your application of studied skill.

  • Above Expectation 25 points
  • Meets Expectation 15 points
  • Below Expectation 5 points

Students may gain an additional 5 points if work is edited. This only applies to scores of meets and below expectation.

Each assignment will be included in your online and printed portfolio, which will serve as your final for this class. The following elements that must be presented in your portfolio:

  • 250-300 word professional biography
  • Resume
  • Media pitch
  • 350-425 word blog
  • Press kit including:
    • Press release
    • Fact sheet or Infographic (not to exceed 1 page)
  • Critical analysis (not to exceed 2 pages)
  • 2-minute stump speech
  • Integrated public relations campaign
    • Public Relations Plan
      • PowerPoint or Prezi to pitch executes (not to exceed 6 slides)
    • Campaign theme
    • Recommended digital posting content + schedule (10-day campaign)

Use the aforementioned checklist to ensure you have all elements in your final submission. Failure to turn the assignment in by the due date and/or exclusion of elements will receive an incomplete and you will not pass this class. There are no exceptions to this rule. Further instruction regarding submissions will be presented during the semester.