This is a public relations syllabus for the Principles of COMM 321: Public Relations course at Shepherd University. You can learn more about the class at mattkushin.com.

1. Matthew J. Kushin, PhD
Department of Communication | Shepherd University Course Syllabus .:. 1
COM 321: Principles of Public Relations
Spring 2022 | 3 Credit Hours
Lecture: 01: Location: Online Time: T/R 9:35-10:50am
Text: · Discovering Public Relations: An Introduction to Creative
and Strategic Practices by Karen Freberg (ISBN: 978-
1544355375).
· Additional required readings available online
Course Documents & Assignments accessible on Brightspace:
https://brightspace.shepherd.edu
Course Overview
An introduction to the principles, concepts, theoretical underpinnings,
and emerging trends in public relations. Students learn the
responsibilities and functions of the public relations practitioner,
examine various career paths, and are introduced to the strategic
communication concentration in the Department of Communication.
The course explores public relations impacts on organizations and society, the history and development of public
relations, and key ethical considerations the industry faces. Emphasis is placed on the fundamentals of the
strategic process of public relations.
LEAP Goals:
#1: Knowledge of Human Cultures & the Physical & Natural World
#2: Intellectual & Practical Skills throughout the Curriculum
Learning Outcomes:
▪ Inquiry & Analysis ▪ Critical Thinking ▪ Oral &
Written Communication ▪ Information
Literacy ▪ Collaborative Work ▪ Study of the
Social Sciences ▪ Lifelong Learning
Objectives:
This course
▪ Introduces students to the strategic communication concentration in the department.
▪ Provides a survey of career opportunities related to public relations today.
▪ Explores the history of public relations and key players in its development.
▪ Explores, critically, public perceptions about public relations, ethical challenges, and professional issues.
▪ Emphasizes understanding of public relations as an evolving field, with an evolving definition and role in society.
▪ Differentiates public relations from related communication professions.
▪ Examines perspectives on advances in social media to the world of public relations.
▪ Investigates the management function of public relations: i.e., strategic campaign problem identification, planning,
execution, evaluation.
Assessment based on ability to:
▪ Think critically about the intersection between traditional and emerging trends in public relations
▪ Demonstrate an understanding of the ethical and professional issues and challenges in the field.
▪ Work effectively in teams to complete course projects
▪ Synthesize information from researching trends on the intersection between social media and public relations
▪ Produce effective and engaging professional team presentation to the class.
▪ Produce solutions to address fundamental problems in the management process of public relations.
▪ Utilize technology to improve critical thinking and writing
Teamwork Scale +/- to final grade
Exam 1, 2 16% each
Ketchum Mindfire Challenges 9%
Final Project: Personal Branding 6%
Team Evaluations (Mindfire; PR group project) 10%
PESO Workshop Presentation (group) 12%
Public Relations Strategic Plan (group) 18%
Professor: Matthew J. Kushin, PhD
Office L10K
Virtual Office Hours on MS Teams: M/W/F
9:15-noon.
Zoom Meeting Info:
We will meet on Zoom unless stated on the
schedule or as amended by the professor.
Please have your cameras on to build community
and help provide nonverbal feedback to each other
Join Zoom Meeting
• Meeting ID: REDACTED
• Password: REDACTED

2. Matthew J. Kushin, PhD
Department of Communication | Shepherd University Course Syllabus .:. 2
Participation, Citizenship & PPC Challenges 7%
Muck Rack Fundamentals of Media Relations Certification Course 6%
Final Grades: Final grades will be determined with the following scale. There is no rounding:
A = 100-90% B = 89.9-80% C= 79.9-70% D= 69.9-60% F =0-59.9%
All assignments due by the start of class on the due date unless specified otherwise.
Tentative Schedule
Note: Readings are to be completed by the date listed below. Schedule is subject to change.
[Week#]
Week of
Day Topic
Assignments in italics are assigned that day. In bold are
due that day. Italics & bold indicates assigned &
completed same day in class.
Reading Due
Bitly URLS are case sensitive
[1] 1/10 Tues Defining Public Relations and Its Key Functions Chapter 1
Thurs Finish: Defining Public Relations; Exploring Public Relations
History
Mindfire PR Challenges; Mindfire #1
Chapter 2
[2] 1/17 Tues PR Pioneers; Codes of Ethics & Legal Issues Chapter 3
http://bit.ly/PPR_Defamation
Read these 3 ethical codes:
• The Public Relations Society of
America
• The Arthur Page Center
• International Association of
Business Communicators
Thurs The Importance of Diversity & Inclusion in Public Relations
PPC #1: Bring your notebook; Group Contract
Participation - Brands, Authenticity, and Diversity and Inclusion
Chapter 4
• https://hbr.org/2016/09/dive
rse-teams-feel-less-
comfortable-and-thats-why-
they-perform-better
[3] 1/24 Tues The Role of Research in Public Relations
Group Contract (1 person in team uploads to assignment on
Brightspace)
Chapter 5
Thurs Common Research Tools
PESO Workshop Presentation Assignment; Mindfire #2
Chapter 12
[4] 1/31 Tues The Role of Writing in Public Relations
Muck Rack Fundamentals of Media Relations Certification
Participation - Muck Rack Scavenger Hunt
Chapter 7
Thurs Management and Business Acumen for PR Professionals
PPC #1: Bring your Notebook
PPC #2
Exam Review
Chapter 11
Read articles about Minecraft and
Charity:Water
• https://www.minecraft.net/e
n-us/article/download-free-
map--help-charity-water
• https://medium.com/charity-
water/not-unless-you-wash-
your-hands-b222c9fc848c
[5] 2/7 Tues Exam 1
Thurs PPCs; Re-Group (return exams; team time)
PPC #3
PPC #2: Bring your Notebook
[6] 2/14 Tues Project Lab Day

3. Matthew J. Kushin, PhD
Department of Communication | Shepherd University Course Syllabus .:. 3
Thurs Presentations: PESO Workshop
[7] 2/21 Tues Strategic Campaigns: Problems & Situation Analysis
Participation Challenge #4, Part 1 (in class)
Chapter 8 - start
Thurs Strategic: Competitors, Goals, Objectives, Budgets,
Calendars and Evaluation
Chapter 8 - finish
[8] 2/28 Tues Mindfire, Project 2 and PPCs
Public Relations Strategic Plan Assignment
PPC #3: Bring your Notebook
PPC #4
Thurs Key Messages; Group time to work on key messages
Last Day to Fire a Team Member
https://prsay.prsa.org/2011/12/02/key-
message-development-building-a-
foundation-for-effective-
communications/
[9] 3/7 Tues Group Check Ins; Project Lab Day
Group Check-ins for PR Strategies Assignment Plan In
Class (see instructions on top of assignment)
Thurs Strategy in Action: Message Delivery; Pitching Strategy in Pitching to the Media – segment of
Writing for Strategic Communication
Industries by Roberts
[10] 3/14 Tues Spring Break
Thurs Spring Break
[11]
3/21
Tues Audiences and Relationship Management; Mindfire Chapter 9
Thurs Guest Speaker: REDACTED, ShepComm alum
Exam Review
[12] 3/28 Tues Exam #2
Thurs Re-Grouping (return exam; group time)
PPC #4: Bring Your Notebook
PPC #5
[13] 4/4 Tues Creative Content Project Group Lab Time
Muck Rack Fundamentals of Media Relations Certification
Participation - Muck Rack Scavenger Hunt
Chapter 10
[14] 4/11 Thurs Project Lab Day
Tues Presentations (1/2): Public Relations Strategic Plan
Assignment
1 copy of presentation slides per team due on Sakai for
ALL TEAMS, not just those presenting today.
Presentations (2/2): Public Relations Strategic Plan
Assignment
1 copy of presentation slides per team due on Sakai for
ALL TEAMS, not just those presenting today.

4. Matthew J. Kushin, PhD
Department of Communication | Shepherd University Course Syllabus .:. 4
Final Exam Date & Time: __ 11am, Thursday, April 28___. No late assignments accepted.
on your syllabus indicates a PPC Day; indicates we’ll be doing Mindfire. Subject to change.
FAQ
How can I succeed?
Research shows that IQ is highly correlated with Motivation. It isn’t the smartest but the most motivated student
who succeeds. Success is like geology. As Red says in Shawshank Redemption: “Geology is the study of time and
pressure. That’s all it takes really, time and pressure.” Put in the time. Put in the pressure (the work).
• Take active role in your education. Read the extra material on social media (listed in resources above), ask
questions, look for ways to connect course materials to your life and your interests.
Do I really need to buy the book? I never use it in my other classes.
Yes. You will need a copy of it with you EACH class (other than for exams & presentations). You may buy a digital
copy if you intend to bring an eReader, Tablet, or laptop to class.
People Project Challenges (PPCs): What are they and what’s in it for me?
These are opportunities to reflect on the importance of effectively communicating and building relationships.
• on your syllabus indicates a PPC Day.
• Results are due at the NEXT People Project Date (see syllabus – they are in bold).
Grading: Journals are turned in via a journal entry in a notebook you will buy. The journal entry should offer
reflections on what you did, how it went, and your reaction.
• On PPCs Days only: I may randomly collect Notebooks to check completion.
• If you don’t have your notebook, and/or its not up to date, you won’t get any credit for any ungraded
assignments.
• If you are not present on days they are due, you will receive 50% off for that day’s PPC challenge upon
turning your notebook in the next class.
We will have in-class activities about your PPCs.
You will have an opportunity to vote on PPC all stars throughout the semester.
When do I need my notebook/journal?
Buy a cheap journal ASAP. By the 2nd week you’ll need it. You will write your People Project responses in it. You
need to bring it with you on days we do PPC in-class activities. It will be collected randomly for grading.
You can keep the notebook at the end of the semester and use it in Writing Across Platforms if you take that class.
What’s Simultaneous Response?
This is a team activity. Students work in teams to answer questions posed on the board. All teams simultaneously
answer the question, and answers are discussed.
What’s Agree or Oppose?
[15] 4/18 Tues Branding
PPC #5:
Completed PPC Notebook (typed up and submitted as an
assignment on Sakai)
Mindfire PR Challenges (due 11:55pm to assignment on
Sakai)
Final Project
Team Evaluations (submit on Sakai by 11:55pm)
Chapter 6
Thurs Flex Day: Final Project Lab Day OR Guest Speaker

5. Matthew J. Kushin, PhD
Department of Communication | Shepherd University Course Syllabus .:. 5
Agree or oppose is a critical-thinning in-class activity where students are asked a question they have to take a
position on. We then go around the room and students have to state whether they agree or oppose with that
person’s stance, and explain why.
Are we going to do an exam review?
Yes. The class period before each exam we will do an exam review, including a Jeopardy game. You will work in
teams and will want to study for it! Failure to attend the exam review means you need to get the review notes
from a classmate as a handout will not be given.
Is this class really going to be as awesome as I think it is going to be?
Awesomer.
Course Policies
Classroom Environment: Play (mp3 players, games on handheld devices, etc), reading non-course related
materials, or working on assignments for other classes is distracting. We’re all here to learn and people pay a lot of
money for their education. Use of Internet devices to take notes & gather information to inform classroom
discussion is strongly encouraged. But browsing & social interaction are not so please minimize use during class. If
your use of any device becomes disruptive, it will negatively impact your participation grade. Although I may speak
with you about this, do not expect a warning prior to reduction nor for the instructor to inform you that your grade
has been reduced. If your ringer goes off during class, please turn it off. If you feel the call may be an emergency,
please step out of class.
Participation Grade: A portion of your grade comes from participation. These are not “free” points distributed to
students just for showing up. They must be earned. This grade is calculated based on various “participation
challenge” assignments I will assign throughout the semester, general participation in classroom discussion and
evidence of preparation (e.g., attending class having completed the readings), and the student’s contribution to a
productive, inclusive and respectful educational environment for the professor and fellow students.
You will note an assignment on Brightspace that reads “Classroom Citizenship” – This is there as a reminder that
part of your participation grade comes from your citizenship. Your participation grade will be reduced by some or
all possible points earned through participation assignments for: excessive tardiness, lack of participation in
discussion, distracting device use, and lack of a contribution to a productive, inclusive and respectful educational
environment. Students who have completed less than ½ of the participation assignments and who lose all of their
participation points, will see an additional reduction to their class grade equal to ½ of the value of the participation
portion of the semester grade. Do not expect any warnings.
Teamwork Scale and its Impact On Your Class Grade:
Teamwork is vital to the success of this class. In addition to peer evaluations, I will evaluate your behavior in your
group. This is based on your displayed work and citizenship to your team as observed by the professor. You are an
adult. The professor will not waste time lecturing you. It will simply be recorded by the professor and may be
communicated to you on your grade on Sakai.
Active engagement in team discussions and group work, completing all assigned tasks promptly, and being
communicative with teammates is expected from everyone. If you meet this standard, your grade in this class will
not be impacted. Deviations above or below this expectation carries one into “Rockstar” or “The Bane” realms,
resulting in bonuses or deductions to your final grade.
▪ Rockstar-like behaviors boost your final grade in this course. They include things such as taking on leadership
and significant extra work in the group - which can be displayed in various forms.
▪ Deductions stem from “The Bane” behaviors, which are a blight to your group’s success, such as: Tardy to class
on several occasions without excused absence; Missing more than 2 classes unexcused; Missing group

6. Matthew J. Kushin, PhD
Department of Communication | Shepherd University Course Syllabus .:. 6
meetings; Using phone or computer unrelated to class project during team time; Not taking an active role /
general disengagement from team discussions or activities.
Where can I find how I’m fairing? You likely know if you’re being a rockstar or the bane. But, any comments the
professor shares will be listed on “Teamwork” assignment on Sakai. Any positive or negative impact on your grade
will be reflected in the final grade reported at the end of the semester.
Attendance, Being On Time, & Leaving Early:
Department Attendance policy: 1 week of classes worth of unexcused absences permitted, full grade deduction for
each absence thereafter, and 5 or more is automatic F. Attendance will be taken every class.
You MUST attend your classes regularly and engage in the requirements for each class; otherwise, your financial
aid may be revoked either partially or in full. This would result in an amount due by you to the University
immediately. Please refer to shepherd.edu/faoweb for more details. If you know you will be missing classes – work
with me ahead of time. High-fives will be given to students who miss no more than 2 classes at the end of the
semester; two-handed high fives for students who miss no classes.
Class participation is important for the success of the class and to your success. You are expected to attend class
regularly and on time and to stay for the duration of class. Students who arrive more than 5 minutes late or leave
lecture before it is complete without notifying the instructor prior to the start of class will receive a reduction in
their overall attendance & participation grade. Do not expect a warning or notification of grade reduction.
Make-up Exams: Make up exams will be offered only once per student with proper documentation (e.g., doctor’s
note) of absence and will be evaluated on a case-by-case basis. Make-up exams will be offered during office hours
and must be complete by the end of the same working day the student returns to class. Make up exams will not be
offered beyond 2 weeks after it is scheduled on the syllabus.
Late assignments: Late means turned in ANYTIME AFTER the end of scheduled class time on the due date. 2
minutes late and 2 hours late are treated equally. Late assignments will be accepted for a 20% reduction in grade
and will not be accepted beyond 1 class period late. (except participation challenges – which can only receive 50%
credit if the student is not present when due; and presentation assignments which cannot be made up). Students
are responsible for remembering to turn in assignments (whether online or in person) prior to end of class on the
due date. In the rare case that a student is not able to attend class on the date an assignment is due, the student
may submit the assignment electronically BEFORE the end of class on the assigned day for full credit. If you are
having email/internet issues, you can fax it to the communication department or slide it under Dr. K’s office door.
There will be no exceptions to the late assignment policy.
Email & Electronic Communication Policy: I will prioritize & make every effort to respond to communications sent
during virtual office hours ASAP. However, for electronic communication occurring outside of established Office
Hours:
❖ Students can expect to get a response to an email from me within 48 hours of sending it, often much
sooner. If you don’t hear from me within 48 hours, send a polite reminder.
❖ If you send me an email or any other electronic communication and I do not respond to it, then I did not
receive it. You will always get a response from me if I received something.
❖ Students should not expect responses on weekends or after 6pm.
❖ Email subject lines should include: Class Title & Your name. e.g., “Comm 203 – Jane Doe”
❖ In case of real emergency needing response ASAP, add “[emergency]” to subject line. Don’t abuse this!
Academic Integrity. Each student in this course is expected to abide by the Shepherd University Academic Integrity
Procedures found in the Shepherd University Student Handbook
(http://www.shepherd.edu/students/studenthandbook.pdf).

7. Matthew J. Kushin, PhD
Department of Communication | Shepherd University Course Syllabus .:. 7
By submitting academic work, students warrant that the work is their own and that unauthorized materials or
resources were not used. Plagiarism, fraud, unauthorized use of resources–cheating in all its forms is not
tolerated. All members of the Shepherd community are responsible for maintaining their own academic integrity
and for reporting suspected academic dishonesty.
Plagiarism is the act of stealing and using, as one’s own, the ideas of another or the written expression of the ideas
of another. Students guilty of academic dishonesty in any course will receive sanction from the course instructor
and may face sanctions by the University, particularly if there is a second reported offense. Sanctions may include
dismissal from the University. In this course you will fail any assignment you plagiarize on. Additional sanctions
may be taken at the discretion of the instructor including but not limited to reporting the incident to the proper
university authorities.
Publication: The department of communication has the right to record, file, broadcast, webcast and publish,
through any means necessary, any or all other means of distributing student production work in perpetuity.
COMM maintains an archive of material that we may webcast, broadcast, show in theaters and use for the
promotion of the department and its students. Any monetary gain made by the department will be used only for
the development of the program, and student wellbeing. The students who produce the work also maintain the
rights to use their work as they see fit, and are liable for that usage.
Accessibility Support Services: The Office of Accessibility Services at Shepherd University believes that, "the first
step to success is access." Accessibility Services is committed to working closely with individuals with
exceptionalities to meet their academic and housing needs. Students requesting any disability related
accommodation should contact the Office of Accessibility Services at 304-876-5122. This includes, but is not
limited to, students with visual or hearing impairments, students with diagnosed disabilities that affect their
learning and in need of academic accommodations, and students requesting specific housing accommodations for
health-related reasons. Students must be registered with the Office of Accessibility Services and present their
certified accommodation letter to each of their instructors as early in the semester as possible prior to using any
granted academic accommodation. For more information, please visit https://www.shepherd.edu/accessibility