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JRSM 5450/6450/7450 (formerly JOUR 5450/6450/7450) Syllabus

Course Syllabus

JRSM 5450/6450/7450 (formerly JOUR 5450/6450/7450) - Public Relations Management

3 Credit Hours

Course Information

Course Description:

This course is a survey management course that takes a broad look at public relations – its theory, procedures and practice. Through case studies and projects, students will be able to apply management principles to various areas of the public relations profession.

Course Outcomes:

Students should be able at the end of the course to understand, discuss, and accomplish the following:

  1. Public relations principles and organization
  2. Issues management
  3. Public relations strategic planning
  4. Public relations ethics, professionalism and evaluation
  5. Legal issues, communications effectiveness, research,
  6. Employee, consumer, media, community and financial relations functions and marketing
  7. Public affairs, non-profit agencies image building
  8. Technology, crisis management and global perspective. 
Prerequisites & Co-requisites:

Admission to the Master of Professional Studies program or departmental approval.

Course Topics:

The course is divided into four parts:

Section #1 - Managing Organizational Relationships
Section #2 - Managing the Public Relations Process
Section #3 - Managing Relationships with Stakeholders
Section #4 - Managing Public Relations Practice 

Specific Course Requirements:

You must have regular internet access.

You must use Microsoft Word or other word processing software that generates a .doc or .docx extension. If in question, this is to be approved prior to your course work submissions.

Please take a moment to review grading procedures. 

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:

A website accompanies the textbook. Sample questions, flashcards, and interviews are located on this CD. The website will be used for some assignments and discussions.

In the Content area (under Course Modules), there are PowerPoint presentations and lectures from the text.

Recommended: Argenti, Paul, Corporate Communication, Second Edition. McGraw Hill, 1998. 

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:

Only a small percentage of your grade will focus on tests. These assessments must be completed by 11:55 pm (central time) on the due date; check each due time to ensure that you post by the correct time. They will consist of true/false and multiple-choice questions, which will contain one or more units of study.

Tests will be timed. The computer will cut you off at the end of the prescribed time period regardless of whether you have completed all questions.

Written assignments and discussion case studies must be submitted per instructions; no credit will be given outside of the proper submission guidelines. 

Grading Procedures:

Your success in this online course will depend on your willingness to read the textual material, successfully complete quizzes, and complete written assignments/discussion papers, as scheduled. Success in taking quizzes and handling written assignments can be enhanced by studying the case problems at the end of the several chapters as well as chapter content. [Note: Written assignments will be graded on the basis of grammar, spelling and punctuation as well as content. In all cases work is to be cited with references. The use of APA or MLA writing style and formatting is to be followed.

No assignments or quizzes will be considered for late submission unless there are verifiable circumstances out of your control.

With respect to group work, one grade will be given for the group submission, but individuals may receive either additional points or less points depending upon the situation.

ALL WRITTEN ASSIGNMENTS, EXERCISES, CASE STUDIES MUST BE SUBMITTED IN A DOCUMENT WITH A .DOC OR .DOCX EXTENSION. No RTF, WPS, or other extension will be graded. Those submissions not capable of being opened will receive a "0" grade; the re-submission, if approved, will be considered late, resulting in a 10% up to a 10 point reduction in grade.

ALL WRITTEN ASSIGNMENTS, EXERCISES, CASE STUDIES MUST BE SUBMITTED IN the appropriate Board area, and ON TIME. Individual assignments must be posted in the assignments area following the guidelines provided in this area and by the DUE DATE. Those papers not submitted in the proper areas will be graded as a "0" until posted in the correct area. LATE PAPERS, if they are posted within 5 days of the initial due date, will have a grade reduction of 10%.

ALL WRITTEN ASSIGNMENTS, EXERCISES, CASE STUDIES MUST cite references in APA or MLA format. With respect to referencing material from within the power points, or interviews that are found in our class, note chapter, person being interviewed (if appropriate) subject title, and slide number. For items taken from our text, use appropriate citation guidelines. In all cases references must be verifiable, no exceptions. Those items found not being referenced, or not using the proper format will result in a grade reduction of 20% up to 20 points.

All PAPERS SUBMITTED WILL BE CONSIDERED FINAL., as each student has unlimited access to the class to ask questions, there will be no re-submission of papers to increase the initial grade given. You are required to ask via email, set up an appointment in the chat room, or call me with your questions as to the proper completion of the assignment. It is your responsibility to ensure clarification of instructions.


ALL papers submitted must be written with proper grammar, punctuation, spelling and source citation. 

Grading Scale:


Assignments and Projects:
TopicReading Assignments
Introduction to Public RelationsChapters 1,2
Theory/Law/EthicsChaters 3,4
Research & PlanningChapters 5, 6
Communication/EvaluationChapters 7,8
Media RelationsChapter 9
Employee CommunicationChapter 10
Community RelationsChapter 11
Consumer Relations/Marketing/Investor RelationsChapters 12, 13
Government RelationsChapter 14
Non Profit Public RelationsChapter 15
Corporate Public RelationsChapter 16



Campaign300 points
Discussions (3 @ 50 each)150 points
Case Problems (3 @ 50 each)150 points
Tests (4 @ 50 each)200 points
Total800 Points


Class Participation:

You will be expected to participate in all interactive aspects of the course.

You are to use your instructor as a learning resource. Students must check the course bulletin boards and email frequently for announcements and must actively participate in threaded discussion events.

You will be responsible for preparing to lead the discussion on one of the topics assigned. The instructor will appoint a leader for each discussion/group. Everyone will lead one discussion group. A grade will be given for the leader in the role of leader. The leader will be responsible for getting the group organized and initiating the discussion. The leader will also write and submit a 1-2 page summary of the discussion by the due date.

You will be assigned three case studies during the semester. 

Late Policy:

The course is divided into units to help manage your progress through the course material. You need to meet due dates of projects, discussions, assignments, tests, and all aspects of the course. 

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 November 28, 2018