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COMM 4910 Syllabus

Course Syllabus

COMM 4910 - Public Relations Campaigns

3 Credit Hours

Course Information

Course Description:

This course covers the application of theory, research data, and problem-solving techniques in the development of comprehensive public relations strategies.

Course Outcomes:
  • Students explore the public relations process including research, organization, programming, and evaluation.
  • Students focus on developing public relations strategies and the evaluation of campaign outcomes.
  • Students use a variety of problem - solution approaches to public relations case studies.
  • Students learn the responsibilities and duties of public relations professionals.
  • Students a explore and develop a variety of types of public relations campaigns.
  • Students learn to plan, implement, and manage special events.
  • Students study the many aspects of public relations such as community relations, employee communications, government relations, lobbying, media relations, public affairs and others.
  • Students explore informative and persuasive campaigns and special events including media buys, copy writing, news release writing, and press conferences.
Prerequisites & Co-requisites:


Course Topics:
Lecture No.Lecture TitleChapter Readings 
1Practicing Public Relations TodayMatera & Artigue: Chs. 1 & 2
2Public Relations Process; Using Problem Solution MethodsHendrix: Chs. 1 & 2
3Public Relations Information CampaignsMatera & Artigue, Ch. 11;
4Case Studies in Public RelationsHendrix (as assigned)
5PR Campaigns: Components, and StructureMatera & Artigue, Chs. 4, 6, & 7
6Ethical Standards and Professionalism in Public Relations
Matera & Artigue: Ch. 3
Hendrix, Appendix III: PRSA
7PR Campaigns: IssuesMatera & Artigue, Ch. 10
8Case Studies in Public Relations Hendrix (as assigned)
9PR Campaigns: Research and EvaluationMatera & Artigue: Chs. 5, 8 & 15
10News Releases, Press Kits, and Press ConferencesOnline lecture only.
11Advertising: Radio, Video, and PrintOnline lecture only.
12PR Campaigns: Special Events`Matera & Artigue: Ch. 12
13Managing Special EventsOnline lecture only.
14Considering All Factors in Special Events Campaigns: Implications of the Most Used PR CampaignOnline lecture only.
15PR Campaigns: CrisisMatera & Artigue: 13
16PR Campaigns: International/InterculturalMatera & Artigue: 14


Specific Course Requirements:

Completion of all assigned work by the assigned deadlines.

Textbooks, Supplementary Materials, Hardware and Software Requirements

Required Textbooks:

Please visit the Virtual Bookstore to obtain textbook information for this course. Move your cursor over the "Books" link in the navigation bar and select "Textbooks & Course Materials." Select your Program, Term, Department, and Course; then select "Submit."

Supplementary Materials:


Hardware and Software Requirements:

Minimum hardware requirements can be found here.

Minimum software requirements can be found here.

Common applications you might need:

Web Resources:

Purdue OWL Online Writing Lab (for APA, MLA, or Chicago style)

The Writing Center Online Writer's Handbook

Student Resources:
  • Technical support information can be found on the TN eCampus Help Desk page.
  • Smarthinking virtual tutoring is available FREE of charge. to access Smarthinking, visit the course homepage and select Smarthinking under Course Resources. You also view sample sessions to see what Smarthinking offers and how it works.
  • Information on other student issues or concerns can be located on the TN eCampus Student Resources page.

Instructor Information

Please see "Instructor Information" in the Getting Started Module for instructor contact information, virtual office hours, and other communication information. You can expect to receive a response from the instructor within 24-48 hours unless notified of extenuating circumstances.

Participation, Assessments, & Grading

Testing Procedures:

All hourly examinations will be taken online, and consist of 60-item true-false, multiple choice, and matching items. The final examination consists of 25 verbatim items, selected randomly, from each of the hourly examinations with a total of 100 items.

Grading Procedures:

This course employs self, class, group, and instructor assessment of assignments in any combination for the course. Use of the English language, writing style, problem - solution method, organizational structure, and presentational skills are typical evaluation factors for assignments.

Grading Scale:
GradeDefinitionPoint RangesPercentage 
AExcellent1710 to 190090 to 100% 
BVery Good1520 to 170980 to 89%
CGood1330 to 151970 to 79%
DPoor1140 to 132960 to 69%
FFailing0 to 11390 to 59%


Assignments and Projects:


TestTest Description Covers Chapters/LecturesPoint Value
Examination I60 item objective test featuring true-false, multiple choice, and matching items covering public relations definition, practice, and process.Matera & Artigue: Chs. 1,2; & Hendrix, Chs. 1 & 2.100
Examination II60 item objective test featuring true-false, multiple choice, and matching items covering public relations campaigns and focusing on the information and issues areas. Readings include: Matera & Artigue, Chs. 4, 6, 7, & 10; Hendrix, Case Studies on pages 148, 177, 218, 263, 295, 349, 395, & 432 100
Examination III60 item objective test featuring true-false, multiple choice, and matching items covering: case studies in issues management; ethical standards and professionalism in public relations; and, news release writing and press conferences. Readings covered in this examination include: Matera & Artigue, Ch. 3 ; Hendrix, Appendix III, and case studies on p. 209, 227, 385, 416, & 464; online news writing, news releases, and press conferences; online advertising and copy writing for newspapers, radio, & tv. 100
Examination IV60 item objective test featuring true-false, multiple choice, and matching items covering: advertising design/layout and copy writing for radio and tv; special event management; regulation; and crisis and international PR campaigns. Readings covered in this examination include: Matera & Artigue, Chs. 12, 13 & 14; online advertising and copy writing; online regulation; and, lectures. 100
Final ExaminationComprehensive final examination with 100 items; 25 items taken verbatim but randomly from each of the four exams. Examinations I through IV will be posted online for student review in advance of the comprehensive final examination. 350

Assignments and Projects

PR Campaign: InformationStudents work in groups to plan, organize, and articulate an information based PR campaign. Requires summary outline with purpose and objectives, budget, timeline, samples, and evaluation procedures1150
PR Campaign:
Students work in groups to plan, organize, and articulate a PR campaign dealing with issues. Requires summary outline with purpose and objectives, budget, timeline, samples, and evaluation procedures.1150
Case Study Analysis #1A group analysis of a PR case study outlined and analyzed in and assigned from the Hendrix book.1100
Case Study Analysis #2 A group analysis of a PR case study outlined in and assigned from the Hendrix book.1100
PR Professionalism
Reaction Paper
5-page, typewritten, double-spaced reaction paper using the American Psychological Association Style Manual(5th ed.).1100
PR Professional InterviewA face to face, email, or telephone interview with a practicing public relations professional, and follow up written summary posted on the class bulletin board.1100
Public Relations Writing
  • News Releases
  • Commercial Copy
Small writing assignments (commercial copy writing, news release writing) for the public relations professional.2 @ 50 each100


Class Participation:

Participation is a student's contribution to his or her own learning and the learning of other students throughout this online RODP course. Self, peer, and instructor assessment will be employed at the end of the class to determine participation.

DescriptionEvaluationPoint Value
An objective and subjective assessment of each individual student's contribution to learning during the course.Employs self, group, and class peer assessment of contribution and accomplishments. Instructor evaluation is also included. 350


Late Policy:

Course Ground Rules

The following two statements (1., 2.) were derived from the TBR System-wide Student Rules document, released January 2012:


Read the document in its entirety here.

1. Standards of Conduct:

  • Students are required to adhere to the same professional, legal and ethical standards of conduct online as on campus. In addition, students should conform to generally accepted standards of "netiquette" while sending e-mail, posting comments to the discussion board, and while participating in other means of communicating online. Specifically, students should refrain from inappropriate and/or offensive language, comments and actions.

2. Review the TN eCampus Academic Integrity/Academic Honesty Policy:

  • In their academic activities, students are expected to maintain high standards of honesty and integrity. Academic dishonesty is prohibited.

Such conduct includes, but is not limited to:

  • an attempt by one or more students to use unauthorized information in the taking of an exam
  • to submit as one's own work, themes, reports, drawings, laboratory notes, computer programs, or other products prepared by another person,
  • or to knowingly assist another student in obtaining or using unauthorized materials.

Plagiarism, cheating, and other forms of academic dishonesty are prohibited.

Students guilty of academic misconduct, either directly or indirectly through participation or assistance, are subject to disciplinary action through the regular procedures of the student’s home institution.  Refer to the student handbook provided by your home institution to review the student conduct policy.

In addition to other possible disciplinary sanctions that may be imposed, the instructor has the authority to assign an "F" or zero for an activity or to assign an "F" for the course.

Other Course Rules:

Students are expected to:

  • Participate in all aspects of the course
  • Communicate with other students
  • Learn how to navigate in Brightspace
  • Keep abreast of course announcements
  • Use the assigned course management (Brightspace) email address rather than a personal email address
  • Address technical problems immediately:
  • Observe course netiquette at all times.

Guidelines for Communications


  • Always include a subject line.
  • Remember without facial expressions some comments may be taken the wrong way. Be careful in wording your emails. Use of emoticons might be helpful in some cases.
  • Use standard fonts.
  • Do not send large attachments without permission.
  • Special formatting such as centering, audio messages, tables, html, etc. should be avoided unless necessary to complete an assignment or other communication.
  • Respect the privacy of other class members


  • Review the discussion threads thoroughly before entering the discussion. Be a lurker then a discussant.
  • Try to maintain threads by using the "Reply" button rather starting a new topic.
  • Do not make insulting or inflammatory statements to other members of the discussion group. Be respectful of other’s ideas.
  • Be patient and read the comments of other group members thoroughly before entering your remarks.
  • Be cooperative with group leaders in completing assigned tasks.
  • Be positive and constructive in group discussions.
  • Respond in a thoughtful and timely manner.


The Tennessee Virtual Library is available to all students enrolled in TN eCampus programs and courses. Links to library materials (such as electronic journals, databases, interlibrary loans, digital reserves, dictionaries, encyclopedias, maps, and librarian support) and Internet resources needed by learners to complete online assignments and as background reading will be included within the course modules. To access the Virtual Library, go to the course homepage and select the Virtual Library link under Course Resources.

Students with Disabilities

Qualified students with disabilities will be provided reasonable and necessary academic accommodations if determined eligible by the appropriate disability services staff at their home institution. Prior to granting disability accommodations in this course, the instructor must receive written verification of a student's eligibility for specific accommodations from the disability services staff at the home institution. It is the student's responsibility to initiate contact with their home institution's disability services staff and to follow the established procedures for having the accommodation notice sent to the instructor.

Syllabus Changes

The instructor reserves the right to make changes as necessary to this syllabus. If changes are necessitated during the term of the course, the instructor will immediately notify students of such changes both by individual email communication and posting both notification and nature of change(s) on the course bulletin board.


The information contained in this syllabus is for general information purposes only. While we endeavor to keep this information up-to-date and accurate, there may be some discrepancies between this syllabus and the one found in your online course. The syllabus of record is the one found in your online course. Please make sure you read the syllabus in your course at the beginning of the semester. Questions regarding course content should be directed to your instructor.

Last Revised on July 12, 2021