Instructor: Patricia Schoch, Ph.D.

Office: SM 4.629
Office Hours: By Appointment
972-883-6298; pschoch@utdallas.edu

Public Communication Theory

AMS 3314
Fall 2005-2006
Thursdays, 7 – 9:45 p.m.
Room: CB 1.108

Course Description:
How are the ways public institutions use communication strategies different from the ways that private
organizations use communication strategies? How are they the same? These two questions will provide
the overarching theme for this course, which will focus on public relations strategies and how they can be
most effectively employed by public institutions in a variety of situations. Three major areas will be
covered in the course. First an overview of the various tools available to public affairs officers in the
twenty-first century will be presented. Second a wide range of communication needs and situations
experienced by organizations will be examined. Third, and most importantly, successful communications
campaigns by a variety of public institutions will be analyzed.

Course Objectives:
The course is designed to examine communication theory in relation to the ways in which the U.S.
government and other institutions present themselves. By the end of the semester, students should be able
to: 1) demonstrate knowledge of basic public relations strategies; 2) understand how and when to apply
public relations strategically to an organization’s communication needs and challenges; and 3) design and
present a communication plan that addresses a specific set of needs for an organization.

Required Reading:
Marconi, Joe. Public Relations: The Complete Guide. Mason, OH: South-Western, a division
of Thompson, 2004.
ISBN: 0-324-20304-7

Breakenridge, Deirdre. The New Public Relations Toolkit: Strategies for Successful Media
Relations. Upper Saddle River, NJ: Financial Times Prentice Hall, 2003.
ISBN: 0-13-009025-5

Other readings as provided by the instructor

Course Format:
The key to success in this course is preparation and active participation. Read each assignment thoroughly
and come to class prepared to discuss what you have read. Active and thoughtful participation is required
for successful completion of the course. Since participation is impossible if you are not present, attendance
will affect your grade. Late assignments lose one letter grade per class session.

Grades:
A = 100-94; A- = 93-90; B+ = 89-87; B = 86-84; B- = 83-80;
C+ = 79-77; C = 76-74; C- = 73-70;
D+ = 69-67; D = 66-60; F = 59-0
NOTE: More than three absences will result in a grade of F.
Calculation of Grades:
Grades will be calculated as follows:
Class Assignments/Participation: 25% Team Project: 25%
Mid-Term Exam: 25% Final Exam: 25%

Class Assignments/Participation:
Weekly readings and assignments/reaction papers will include such activities as gathering public
relations materials and information from both public institutions and private organizations,
demonstrating awareness of various communication media, and evaluating the effectiveness of
communication strategies employed by a variety of public and private organizations.
Reaction papers are one to two pages in length. Students are to demonstrate their understanding of
the assigned topic and then offer their own insights and/or critique. To write a successful reaction
paper, a student will draw on knowledge of readings and lectures to answer in the in-class
exercises. Therefore, it is important to keep up with all of the readings listed in the course
syllabus on the day they are assigned. Participation in the form of meaningful verbal contribution
to the class session is encouraged during class discussions.

Mid-Term Exam:
The exams contain true-false and multiple-choice questions along with short-answer essays.
Examinations cover information from both lectures and the readings. Therefore, to be successful
on the exams, it is essential to attend all lectures and to do all the readings.

Team Project:
Each student will work as a member of a team that produces and presents a communication plan,
complete with rationale for all strategies included, for a public institution. Projects will be graded
in terms of individual participation as well as group participation.

Final Exam:
Open Book/Open Notes: Exam questions involve situations that must be analyzed in terms of the
issues covered in class during the course of the semester and are designed to elicit a critical
response from the student.

Policies:
The atmosphere in this classroom is one that fosters intellectual development. All participants—faculty,
students, and guest lecturers—are expected to be respectful of others’ comments and intellectual insights.
To encourage this climate of respect for the ideas of others, all radios and cell phones should be turned off
and not be used during class time. No newspapers will be read in class unless it is part of a class
assignment.

In terms of exams, each test is to be taken on the designated exam date. No make-ups are allowed except in
the case of an extreme medical emergency. In the rare event that such an emergency does arise, it is the
student’s responsibility to inform the professor prior to the exam time and to provide the professor with
written documentation of the medical emergency (i.e. note from a certified physician). The same policy
applies to class assignments (see section on Class Format).
 Course Schedule

Week/Topic Readings for Next Week

8/18 Course Introduction / Syllabus Marconi: Chapters 1 and 3

Breakenridge: Chapters 1, 2, and 3

8/25 What is a “Public”? Marconi: Chapters 2 and 4

Breakenridge: Chapters 4 and 5

9/1 The Communication Plan Marconi: Chapters 5, 6, and 7

Guest Speaker #1 Breakenridge: Chapter 10

9/8 Media, Image / Branding, Events Marconi: Chapters 8 and 9

Breakenridge: Chapters 6, 7, and 8

9/15 Employee Relations / E-Newsletters Marconi: Chapters 10 and 11

Breakenridge: Chapters 9 and 12

9/22 Media Marconi: Chapter 14

9/29 Mid-Term Exam Marconi: Chapters 12 and 13

Breakenridge: Chapter 13

10/6 Cause Marketing / Privacy Issues / Ethics Marconi: Chapter 15

Breakenridge: Chapter 11

10/13 Crisis Management Marconi: Chapter 16

Guest Speaker # 2 Breakenridge: Chapter 5

10/20 Research and Team Project Assignments Breakenridge: Chapters 14 and 15

10/27 Teams work on projects during class

11/3 Team Project Presentations

Guest Speaker # 3

11/10 Team Project Presentations

11/ 17 Final Exam