MC 4005: Public Relations Campaigns

Spring 2015
Instructor: Dr. Jensen Moore
Office: 249 Hodges Hall
Phone: 225.578.6686 (do not leave message) Office Hours:
Tuesday/Thursday from
9:00-11:00 a.m.
Email: [email protected]
or by appointment.
Please feel free to call my office at any time. If I do not answer please email me a
detailed message (including what class you are in) and I will get back to you ASAP. Any
emails on weekdays will be answered within 48 hours. Weekend emails will be answered
on the next weekday of classes (i.e., if there is a school holiday on Monday, the email will
be answered on Tuesday).
Please use Twitter to ask questions about assignments or course content that way
everyone can benefit from the answers and multiple emails do not get sent. Twitter
hashtag: #manship4005. I am available via email and phone during the above hours
to talk about course content, concerns about your work, or anything else that is on your
mind. Please, please, please talk to me at any time if you have questions or concerns. I
am here to help, but if you dont ask me, I cant help you.
** Each student is responsible for staying informed about all policies regarding the
course. Saying I didnt know is not an excuse. **

Course Overview
Course Description
This is an applications course that provides opportunities for students to integrate what
they have learned in their journalism, public relations, advertising, marketing, speech,
research and other courses and to apply that to the development and implementation of
a comprehensive campaign and production of a written plan book.
What demonstrates expertise in our field?

Writing = evidence of thinking.

Thinking = goal setting and evaluating information.
Research = finding answers to problems.
Deadline orientation/organization.

Course Learning Outcomes

Upon completion of this course, students should be able to:
1. Demonstrate ability to apply concepts from previous mass communication and
other related courses.
2. Demonstrate civic engagement and social responsibility with regard to public
relations.
3. Demonstrate skills in producing comprehensive campaign plans book that reflect
mastery of the public relations process (PIE, ROPES, RACE, SWOT, etc.).
4. Demonstrate mastery of oral and visual presentation skills.
5. Establish and maintain positive client relationships and work as a part of a public
relations team.
6. Create professional communications using technologies such as InDesign,
Photoshop, Dreamweaver, etc.
7. Develop and refine a hard copy and digital portfolio that reflect competence in
public relations writing and design.
B
*

Professional Values and Competencies

Recognizing the diversity of audiences.
Writing clearly and accurately.
Applying theories in presenting images and information.
Engaging in research and critical evaluation.
Understanding data and evaluation and applying basic numerical and
statistical concepts.
Thinking critically, creatively and independently.
Evaluating critically your own work and that of others.
Applying tools and technologies appropriate for the profession.

B
Service-Learning
This is a certified service-learning course. By working with a real client, you will gain
practical experience that complements the academic component of the course. Servicelearning courses are credit-bearing educational experience(s) in which students (a)
participate in an organized service activity that meets identified community needs and
(b) reflect on the service activity in such a way as to gain further understanding of
course content, a broader appreciation of the discipline, and an enhanced sense of civic
responsibility (from Bringle & Hatcher, 1995).
B
*

Service-Learning Goals and Objectives

To foster an understanding of social issues in our community.
To foster an understanding of civic responsibility.
To demonstrate an understanding of social issues through reflective essays,
class discussion, and presentation.
To demonstrate an understanding of civic responsibility through reflective
essays, class discussion, and presentation.

B
2

Communication Intensive
This is a certified Communication-Intensive (C-I) course which meets all of the
requirements set forth by LSUs Communication across the Curriculum program,
including:
Instruction and assignments emphasizing informal and formal [writing
intensive] and [technological communication-intensive].
Teaching of discipline-specific communication techniques.
Use of draft-feedback-revision process for learning.
Practice of ethical and professional work standards.
At least 40% of the course grade rooted in communication-based work.
A student/faculty ratio no greater than 35:1.
For every hour spent in class, there is an expectation that students will spend *at least*
two hours working outside of class.
Students interested in pursuing the LSU Distinguished Communicators certification may
use this C-I course for credit. For more information about this student recognition
program, visit www.cxc.lsu.edu.

B
B

B
*

Prerequisites
B MC 2010 (Media Writing), MC 2015 (Visual Communication), MC 3010 (Introduction to
Public Relations), MC 3018 (Foundations of Media Research) or MC 3020 (Public Relations
Research), MC 4001 (Public Relations Writing), MC 4004 (Case Studies in Public
Relations).
Required Textbook
Smith, Ronald D. (2013). Strategic Planning for Public Relations (4th Ed.). New York, New
York: Routledge.
Suggested Texts
AP Stylebook Mobile application from: https://www.apstylebook.com/?
do=product&pid=mobile
American Psychological Association (APA) (6th edition). Online APA resource:
http://owl.english.purdue.edu/owl/section/2/10/

Assignments & Grading

Graded Components
Your grade in this course will be based on the following:
Individual Grades:
1. Participation - (200 total)
Attendance, Class Discussions, Exercises (45 points)
Job Application Resume, Cover Letter, Research Certificate and Security of
Data Agreement (30 points)
Human Subjects Training
Security of Data Agreement
Peer Evaluations (5) 10 points each (50 points)
3

Client Evaluation (10 points)

Weekly Performance Summaries (13) 5 points each (65)
2. Quizzes (11) 10 points each (110 total)
Lowest two quiz grades will be replaced with full points
3. Online and Hard Copy Portfolio 50 points each (100 points)
4. Capstone Exam (100 points this will be your percentage correct from the exam,
not the point total)
5. Professionalism (120 total)
Individual Evals Provided by Client - (40)
Individual Evals Provided by Instructor - (40)
Individual Evals
Provided by Peers (40)
Grad Points
Scale

e
A
B
C
D
F
3.
4.
5.
6.
7.
8.
9.

1209-1300
1118-1208
1027-1117
936-1026
0-935

(93%
(86%
(79%
(72%
(71%

and above)
- 92%)
- 85%)
- 78%)
and below)

Group Grades:
1. Client Letter of Agreement
(20 points)
2. Agency Style Guide and
Presentation (30 points)

Research Instruments (50 points)

Budgets and Tables (50 points)
Campaign Research Report Draft (50 points)
Strategic Message Planner (50 points)
Event Plan Memo (50 points)
Campaign Agency Blog Reflections (12) 10 points each (120 points)
Campaign Presentation and Campaign Book (250 points)

Grades
Please note that I will not discuss grades via email or the telephone. If you have a
question about a grade and would like to discuss it, you must meet with me in person
within one week after you get the assignment or grade back. There is no exception to
this policy that is designed to protect your privacy. Please note that under no
circumstances will grades be rounded up. An A in this class means you have
demonstrated significant achievement.
Grading Scale
There are 1,300 total points possible in the course, and the grading scale is as follows:
I do not round grades up or down. Your point total is your final letter grade I do not
grade based on percentage. Keep in mind that since this is a required PR course you
must pass with a C or better to graduate.
Incompletes
Incompletes will be assigned at the discretion of the professor, when due to
extraordinary circumstances the student is prevented from completing the work of the
course on time. Requests for incompletes need to be submitted before the final day of
the course (not during finals week) in order to be awarded.
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Grading of Assignments
Your writing will be evaluated on the quality of the finished product, with the criteria
being organization; accuracy; completeness; fairness; clarity; conciseness; precision of
the language; and correct grammar, punctuation, spelling, and AP style. In addition, the
style and content will be evaluated based on the target publics and the designated
medium.
Please note that "B" is a typical grade for a good quality assignment. Papers must show
exceptional understanding that includes integration of readings, lectures, and the text as
appropriate. Assignments that do not contain all the required elements or incomplete
answers will receive lower grades.
Public Relations Writing Assignments Will Be Evaluated on the Following:
Style and content are appropriate for the target public(s).
Sentence structure.
Spelling and punctuation.
Accuracy.
Writing is interesting and informative.
Completeness: Reader is not left with any unanswered questions.
Style and format are appropriate for the medium you are using.
Content meets objectives.
Structure is appropriate: introduction, organization, transitions.
Grammar and syntax.
Students should pay particular attention to the concepts addressed in the Manship
Writing Essentials guide (Moodle) and the AP Style tip sheets (Moodle).
Grading Overview
You will earn an A on an assignment if all of the following are met: The work is
rigorous, creative, and shows a thorough knowledge of the materials. It is an excellent
piece of work written in a clear and concise manner. Few, if any, errors of fact or writing
are present. All aspects of the assignment are present and exceptionally completed.
You will earn a B on an assignment if any of the following occur: The work has
a few errors but shows a good effort at comprehending the material. It contains clear,
understandable writing with some care and expression of knowledge. The writing needs
more clarity, more development and/or more examples. The work may be missing some
of the subtleties of the assignment.
You will earn a C on an assignment if any of the following occur: It is an
adequate but superficial completion of the assignment. A number of assignments
components are missing or not completed adequately. The argument is unsubstantiated
or examples are missing. Sources are poorly cited, many errors of fact are present, or
writing and grammar are inadequate.
You will earn a D or less on an assignment if you: 1) fail to follow assignment
directions/suggestions, 2) fail to complete at least of the assignment, or 3) fail to show
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an understanding of the materials (indicating you did not do the readings or you are not
applying them).

Course Component Descriptions

Course Requirements and Format
The class will be divided into agencies, with each group functioning as a public relations
agency that designs and implements a comprehensive public relations campaign for a
local nonprofit. Each member of the agency will devote at least 30 service-learning hours
during the semester to the project. Each agency and the appropriate representative of
the nonprofit will agree on the goals and objectives, as well as the assistance and
resources the organization will provide to help you complete the project. By working with
a real client, you will gain practical/professional experience in designing and producing
print and visual materials for campaigns, and emphasizing planning and evaluation
techniques.
This course is a mix of lecture, in-class discussion and reflections, problem solving and
group work, and agency conferences with me. In lieu of a midterm exam, you will
complete the Manship Capstone Exam. The campaign project is in lieu of a final exam.
Because this class has a significant hands-on aspect that will require you to meet and
perform as an agency beyond the regular class period, I will adjust the time you meet in
class.
The course is divided into two major phases, as follows:
PART I: First half of the semester
This segment will include in-depth discussions of all elements of public relations
campaigns, including research, objectives, and planning.
During the first three weeks, you will become acquainted with the nonprofit organization
that will be your client. You will also come up with an agency name, logo, and style
guide. Scheduled meetings with the professor and discussions during class will also allow
you to reflect on issues, problems and contingencies during the campaign and to
critically analyze your work and experience. You should also begin to implement some
aspects of your campaign during this phase.
PART II: Second half of the semester
On-going implementation of your campaign will occur during this phase. You will also
plan and implement a special event and continue the reflections. At the end of the
semester, you will produce an agency campaign plan book and do an oral presentation.
Course Content Descriptions
Capstone Exam
All graduating seniors in the Manship School are required to take the Capstone Exam.
The exam covers foundational principles of mass communication as well as grammar and
AP style. This exam will be administered through computer testing services on the LSU
campus. The exam will count for points in this course, and is a requirement for
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graduation. Please continually review the AP Style Guide, the Manship Core Values, and
the Manship Writing Essentials Guide to assure that you are more than adequately
prepared for the Exam. I will let you know in class when the exam is available. Should
you fail to complete your exam during the allotted time period (and I have to reopen the
exam for you so you can graduate) your final exam score will be lowered by one (1)
letter grade.
Participation
Attendance, Class Discussions, Exercises: For the first half of the course we
will meet in the classroom and discuss the elements of the campaign as well as
gain advice from PR Practitioners. You will also complete individual and group inclass exercises that will not be graded, but will earn you participation points.
Finally, you will also be using the Twitter hashtag #manship4005 to post
discussion topics. Your participation grade will be greatly influenced by introducing
topics for discussion using this method (hint, hint).
Job Application: Each student will have to apply for a position on the campaign
agency. Students will prepare and submit a cover letter and resume.
Peer evaluations: The evaluations will enable you to assess the contributions
fellow agencymembers make to the public relations campaign. Such an exercise
mirrors the experience you receive in a real PR agency. You will provide a summary
of what your agency has accomplished, evaluate each agency members
contributions, performance, attendance at agency meetings, etc., and give each
member a grade of A, B, C, D or F. These evaluations provide you with a hard look
at your skills, your areas for growth, and your contributions to the task at hand. If
you receive a failing grade from the majority of your peers in the first progress
report, I will discuss your performance with you and the agency. If you receive
failing grades from the majority of your peers on the two subsequent progress
reports, I will reduce your grade for the project by at least one letter grade.
Client Evaluations: At the end of the semester you will each evaluate the clients
role in the service-learning project. These will help the instructor and CCELL
evaluate whether to work with this client again in the future. They will be shared
with the client (so be professional).
Professionalism
Professionalism points are awarded at the professors discretion based on client
evaluations, peer evaluations as well as instructor observances (See final page of
syllabus for professionalism definition).
Professionalism points indicate responsibility taken for ones own intellectual
development. Professionalism points encompass everything that you do in this class.
This includes the following: content mastery, communication skills, interaction (including
constructive criticism), creativity (going beyond the assignment given), enthusiasm and
interest. Additional points may be awarded for extra effort put into assignments and
taken away for sub-par efforts including constant excuses regarding assignments, failure
to participate, failure to communicate with the professor or teammates and other
unprofessional behavior.
If I think you are not keeping up with the readings or coming to class prepared to discuss
the assignments then additional exercises, assignments or pop quizzes WILL BE
ASSIGNED. These will count toward your professionalism points for that day.
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Professionalism points are accumulative and will not be awarded until finals week.
Extra Credit
Several extra credit opportunities will be offered throughout the semester. Take
advantage of them. They may be the difference in a letter grade at the end of
the semester. Missed extra credit cannot be made up.
Some extra credit opportunities will take place in the classroom, some online, while
others may require your attending a research session or a guest speaker lecture.
PRSSA:
You may want to consider joining and participating in PRSSA if you are not a member.
The meetings are usually on a Thursday at 6:00 p.m. in the Holliday Forum of the
Journalism. Meeting dates are usually posted in the Journalism Building and Hodges.
Participation in PRSSA (not just attending meetings service, fundraising, etc. are also
offered) can earn you extra credit points.
Research Extra Credit:
Only course-approved research opportunities will be granted extra credit. If you are in
doubt as to whether a research opportunity will count ask. If you take part in an
approved research opportunity it is up to you to provide the professor with
documentation that you participated.
Guest Speaker Extra Credit:
For the guest speaker lectures, plan on these presentations lasting approximately 90
minutes. All students attending these presentations should be respectful of the speaker
and follow these rules when attending:
1. Arrive at the lecture location at least 15 minutes before the scheduled start time.
2. Before entering the lecture hall turn off cell phones, pagers, etc. and leave them
off until after you have exited the lecture hall at the end of the presentation.
3. Do not get up and leave until the presentation is finished. This may include a Q & A
session. If you have to leave early do not attend the lecture.
If you take part in an approved guest speaker lecture it is up to you to provide the
professor/teaching assistant with documentation that you participated.
There will likely be additional extra credit opportunities offered throughout the course.
Check your email regularly for details. Extra credit must be completed before the final
day of class (during dead week). No extra credit will be counted after dead week.
In many cases the type of documentation will be provided to you in advance
make sure to adhere to the guidelines listed if you want credit. It is your
responsibility to provide documentation of any extra credit you participate in. Make sure
to bring copies of extra credit materials to class. Extra credit points will not be awarded
for your word that you participated.
You may not earn more than 25 extra credit points for this course.
PR Campaign Work
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Your agency will plan and implement a comprehensive public relations campaign plan
that you will present to the class and your client during the last week of the course. As
you begin your campaign, you will conduct a considerable amount of primary and
secondary research; therefore, by the seventh class meeting, you must have met with
the organizations public relations director or contact person to begin your research and
to ascertain the organizational and campaign goals you will work to achieve during the
semester.
You will work in a group of approximately six students and devote approximately 30
hours during the semester to the campaign. Each agency will choose one member to
serve as the coordinator (account executive). This campaign will involve much
coordination, so divide responsibilities among teammates. For example, one person may
assume responsibility for client relations; one for executing creative work, one for
research and other library work, one each for traffic coordination, turning in preliminary
reports, and booklet preparation. Make sure all teammates know what the others are
doing. Keep in mind that although one person may be the primary account executive, the
client usually expects to have some contact with each member of the agency.
Also, keep in mind that you all need something from the campaign for your
final portfolio so make sure you are helping with each piece created for the
client.
This project addresses the top 10 competencies employers look for (across disciplines
Korn Ferry/Lominger Model):
Action orientation
Dealing with ambiguity
Creativity
Decision quality
Problem solving
Motivating others
Planning
Priority setting
Strategic agility/thinking ahead
Time management
This project is 20 percent of your final grade, so you should regard this as something
more important than your outside job and your student activities. This project will require
a full commitment from everyone in the agency. A half-hearted commitment will result in
a low grade for you and your teammates. Set up weekly meetings to coordinate
activities. I have found that companies do very well when all staff members are involved
in some way in all aspects of the campaign.
For the final campaign your group is required to complete one (1) special event
(not a publicity stunt), create one (1) internal communication document (e.g.,
crisis communication plan, social media policy, social media plan, media
training guide, etc.) and produce a minimum of four (4) traditional media
tactics. You must utilize/produce a minimum of ten (10) tactics for the
campaign. The research report, SMP, event plan, blog reflections and your
groups agency style guide DO NOT COUNT as tactics.
9

You will need to work with your agency via email, texting, or phone calls. It may benefit
your agency to create a Google Docs site and Dropbox where you can all access the
course assignments you will be working on together in real time (rather than sending
different versions to one another via email).
Each agency will prepare two Campaign Books (one for me, one for client), which is a
permanent record of the how the agency assisted the client in meeting its public
relations goals and objectives. In addition to presentation of a final campaign book, each
agency will do a 15-minute oral presentation of the campaign during one of the last class
meetings. Please invite the client to that presentation and dress in business attire for the
presentation.
Campaign Plan Books will not be returned at the end of the semester and may be used
as examples in future classes.
PR Campaign Job Descriptions
1. Account Executive
Serves as the primary contact with the client. Handles logistics and sets up
meetings, contacts agency members, keeps meeting notes and provide instructor
with weekly performance summaries. Will oversee following parts of campaign:
letter of agreement, key publics, goals, objectives.
2. Research Director
Oversees all research designed to analyze the situation, organization and publics.
Directs all research- gathering methods, such as in-depth interviews, focus groups,
on-site observations, surveys, etc. to create a situation and SWOTS (strengths,
weaknesses, opportunities, threats) analysis. Also responsible for working with
executive on development of goals and objectives and formalizing evaluation plan.
Must be a people watcher; curious about human nature and ask the questions
why? and how? Must be a watcher of trends; understand the basics of strong
research methods, e.g. how to construct valid, non-biased survey or interview
guide; must be able to grasp the connection between client/message/audience.
Will oversee following parts of campaign: research, evaluation.
3. Strategy Director
Primary responsibility for development of the campaign strategy. Works with the
agency to develop action and response plan; responsible for developing
communication strategies that go beyond traditional advertising, (e.g., creating
contests and giveaways, street teams, online postings, buzz marketing, grassroots
tactics, developing promotional materials, etc.). Must be in tune with your creative
side but understand research data. Must have good writing skills; possess
organizational/logistical skills; be able to understand the big picture while
managing individual pieces; must know how to infiltrate target markets and get the
message to the audience; must be a people person. Must know how to get the job
done. Will oversee following parts of campaign: strategic message plan, strategies
and implementation (budgets and schedules).
4. Writing Director
Primary responsibility for all written communication including creative materials,
promotional materials, blog and final plan book. Must work closely with all
members of the agency, especially the design director. Handles coordination of
10

stories for different media outlets. Is primary contact on all releases sent to media.
Must have excellent writing skills and strong knowledge of AP style. Will oversee
following parts of campaign: editing all documents for AP style and APA citation
format, blog, tactics and writing of intro and conclusion for campaign book.
5. Design Director
Responsible for look and feel of all campaign materials including research tools,
research report, creative materials, promotional materials, evaluative materials
and final plans book. Must work closely with all members of the agency, especially
the strategy and writing directors. Must have strong computer software skills in
Photoshop and InDesign; must have working Web knowledge; must be able to think
out of the box and brainstorm materials as well as physically create them. Will
oversee following parts of campaign: creative brief, budgets (visual), schedules
(visual) and tactics.
6. Event Director
Responsible for planning, organizing and implementing all events within the
campaign. Must work closely with all members of the agency, especially the
account executive. Must have excellent communication, time management and
organization skills. Must be a people person who can take responsibility to ensure
that all agency members are contributing to events and are in the correct place at
the correct time. Must have strong knowledge of Baton Rouge community and
resources within the community. Will oversee following parts of campaign: event
planning memo, event strategy, event implementation.
Note: Just because an individual is assigned a job title does not mean they are the only
agency member responsible for helping complete that part of the campaign (or the plan
book). Each part of the campaign should be a group effort.
Advice Regarding Group Work
On occasion some groups experience difficulties with a person who does not pull his/her
weight on a project. If that happens in your agency, you must:
1. Try to work it out as a group. Document the problem, how you tried to work it out
and the outcome of that effort. Give this to me in a written statement.
2. If the outcome of your internal meetings and efforts is less than satisfactory, you
may schedule a time to meet with me as a group to discuss and resolve the
problem.
3. If this meeting still does not resolve the problem, then the group may ask
permission from me to fire the individual who is not contributing to the group work.
4. I hold the sole authority to authorize a group to fire a member. No authority to fire
a member will be given without first attempting to work out problems within the
group and subsequently with my help in a second meeting. Firing can be a lengthy
process, so you must identify problems quickly. If you wait until a week before an
assignment is due to raise a concern, you are likely too late.
5. Any person fired from a group will be required to find his/her own
service-learning client and FULLY complete the assignment on his/her
own. The individual assignment must include all of the elements of the group
project and will be due at a date and time determined by me, most likely the same
date and time as the original assignment.

Course Policies
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Course Expectations
Lectures will be kept to a minimum. Our goal is to learn from practice and from
each other.
Unless I state otherwise, assignments are due at the end of the class on the due
date. I will not accept late work unless you are absent for a family or medical
emergency. If you miss assignments or if you are unable to complete them due to
tardiness, you will receive a zero.
You should read, view, and listen to media for topical issues that impact public
relations and the community.
Unauthorized use of cell phones is prohibited.
Use of computers to surf the Web, play computer games, or check email is
prohibited. If you are found to be using a computer for unauthorized purposes, you
will be asked to leave class for the day.
B
*

Class Absences
B It is vital for you to attend class and to be on time. Your participation will be evaluated on
your readiness for class discussion, familiarity with the readings and weekly contribution
to your agency. Excused absences are those recognized by LSU: illness, family
emergency, and special curricular/ extracurricular requirements. Routine medical
appointments, job interviews and research for an assignment for another course are not
valid reasons for missing class. If you have an unanticipated absence from class, you
must present documentation of the reason for the absence on the day you return. I will
determine the validity of the absence. It is your responsibility to check with a classmate
about upcoming assignments or missed information.
Make-up work for anticipated absences should be handled in the following way. If you are
participating in a university-sponsored activity, let me know the reason for your absence
in writing as soon as you learn of the activity. If an assignment is due while you are away,
you must turn it in early and provide a brief written note explaining why you will be
absent. When you return, you must see me about making up the in-class assignments
you missed. The best way to ensure being allowed to do make ups is to have a valid
reason for missing class, documentation for that absence, and quick contact with me.
PS-22 STUDENT ABSENCE FROM CLASSGENERAL POLICY
Class attendance is the responsibility of the student. The student is expected to attend
all classes. A student who finds it necessary to miss class assumes responsibility for
making up examinations, obtaining lecture notes, and otherwise compensating for what
may have been missed. The course instructor will determine the validity of a student's
reason(s) for absences and will assist those students who have valid reasons.Valid
reasons for absences include:
1. Illness
2. Serious family emergency
3. Special curricular requirements such as judging trips or field trips
4. Court-imposed legal obligations such as subpoenas or jury duty
5. Military obligations
6. Serious weather conditions
7. Religious observances.
8. Participation in varsity athletic competitions or university musical events.
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See the interfaith calendar website (www.interfaithcalendar.org) for an updated calendar

of holidays and primary holy days of the various religions. Faculty members are expected
to be sensitive to the different religious traditions represented in the LSU community,
and to assist students in making up examinations or other assigned work that may be
missed due to absences required by religious observances.
The student is responsible for providing reasonable advance notification and appropriate
documentation of the reason for the absence. Should the instructor and student disagree
over the validity of a reason for an absence, the student has the right to appeal the
instructor's decision according to the general appeal procedure in PS-48.
Class Cancellation
If class is cancelled for any reason (e.g., inclement weather, professor illness) you will be
notified via email. Make sure to get into the habit of checking your LSU email accounts
before coming to class.
Student with Disabilities
If you have a documented disability that may require academic adjustments or
accommodation, please speak with me and contact the Office of Disability Services as
soon as possible. The office is located in 112 Johnston Hall and the telephone number is
225-578-5919.
LSU Diversity Statement
Diversity is fundamental to LSU's mission and the University is committed to creating
and maintaining a living and learning environment that embraces individual difference.
Cultural inclusion is of highest priority.
LSU recognizes that achieving national prominence depends on the human spirit,
participation, and dedicated work of the entire University community. Flagship: 2020 will
be realized by bringing together diverse ideas, perspectives, skills, and talents of the
nation's pre-eminent scholars, brightest students, and leading higher education
professionals.
Through it's Commitment to Community; LSU strives to create an inclusive, respectful,
intellectually challenging climate that embraces individual difference in race, ethnicity,
national origin, gender, sexual orientation, gender identity/expression, age, spirituality,
socio-economic status, disability, family status, experiences, opinions, and ideas.
LSU proactively cultivates and sustains a campus environment that values open
dialogue, cooperation, shared responsibility, mutual respect, and cultural competence
the driving forces that enrich and enhance cutting edge research, first-rate teaching, and
engaging community outreach activities.
Academic Honesty
You are expected to understand and abide by the Universitys policy for academic
honesty. I will report any suspicion of breaking the Universitys honor code (plagiarizing,
cheating, or fraudulently using anothers ideas/work) to the Dean of Students. Therefore,
please use proper academic attribution for thoughts and ideas. All of the work you turn in
for this class should be original work. Should you choose to include content from
previously written papers, you must cite the material properly. If you have questions
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about how to do this, please ask.

Academic Misconduct (from pages 18-20 of the Code of Student Conduct)
High standards of academic integrity are crucial for the University to fulfill its educational
mission. To uphold these standards, procedures have been established to address
academic misconduct.
As a guiding principle, the University expects Students to model the principles outlined in
the University Commitment to Community, especially as it pertains to accepting
responsibility for their actions and holding themselves and others to the highest
standards of performance in an academic environment. For example, LSU students are
responsible for submitting work for evaluation that reflects their individual performance
and should not assume any assignment given by any professor is a group effort or
work unless specifically noted on the assignment. In all other cases, students must
assume the work is to be done independently. If the student has a question regarding the
instructors expectations for individual assignments, projects, tests, or other items
submitted for a grade, it is the students responsibility to seek clarification.
Any Student found to have committed or to have attempted to commit Academic
Misconduct is subject to the disciplinary sanctions set forth in Section 9.0.
B. An instructor may not assign a disciplinary grade, such as an "F" or zero on an
assignment, test, examination, or course as a sanction for admitted or suspected
Academic Misconduct in lieu of formally charging the student with Academic Misconduct
under the provisions of this Code. All grades assigned as a result of accountability action
must be approved by the Dean of Students or designee.
C. To protect the University's educational purposes and the University community, a
Student may be formally charged with a violation of this Code and be subject to the
sanctions herein for the following acts or omissions:
1. Assisting with copying - Allowing another Student to copy from a test paper or
assignment;
2. Collaboration - Unauthorized interaction during a quiz/test, take home exam, or any
other assignment with any other person by giving, receiving, or otherwise sharing
information without prior approval of the instructor;
3. Collusion - Speaking to another person in a testing environment without the consent of
the person proctoring the exam/test/quiz/assignment;
4. Copying - Copying from another student's test paper or assignment;
5. False pretenses - Failing to thoroughly follow requirements related to the preparation
and presentation of work, including group projects, submitted for credit in a manner that
results in submitting as one's own the work of another or misleading an instructor as to:
a. The condition under which the work was prepared
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b. Falsifying or fabricating an excuse or documentation in order to avoid or delay

timely submission of academic work or delay the taking of a test or examination; B
6. Plagiarism - Plagiarism is defined as the lack of citation or the unacknowledged
inclusion of someone else's words, structure, ideas, or data. When a Student submits
work as his/her own that includes the words, structure, ideas, or data of others, the
source of this information must be acknowledged through complete, accurate, and
specific references, and, if verbatim statements are included, through quotation marks
as well. Failure to identify any source (including interviews, surveys, etc.), published in
any medium (including on the internet) or unpublished, from which words, structure,
ideas, or data have been taken, constitutes plagiarism;

Plagiarism also includes:

6a. Falsifying or fabricating any information or citation in any academic exercise, work,
speech, thesis, dissertation, test, or examination.
6b. Submission of essentially the same written assignment for two courses without the
prior permission of the instructors;
7. Providing unauthorized work Unauthorized supplying to another student for use in
fulfilling academic requirements any theme, report, term paper, essay, computer
program code, technological messages, programs, other written work, painting, drawing,
sculpture, or other scholastic artwork;
8. Substitution - Substituting for another student, or permitting any other person to
substitute for oneself, to take a test/quiz/in class assignment;
9. Unauthorized access to test - Stealing, supplying, bribing, buying, copying,
photocopying, seeing, or otherwise obtaining through unauthorized access, all or part, of
a test/quiz;
10. Unauthorized entry - Unauthorized entry into a building or office for the purpose of
changing a grade in a grade book/computer, a test paper, or other work for which a
grade is given;
11. Unauthorized Grade change - Changing, altering, or being an accessory to changing
and/or altering a grade in a grade book/computer, on a test paper, on other work for
which a grade is given, on a "drop slip," or on any other academic record of the
University including changing a grade on a test/quiz/assignment;
12. Unauthorized materials - Using unauthorized materials or technological devices
during a quiz/test or on any assignment/project submitted for a grade. This nonauthorized use will include the course textbook or other materials, such as a notebook
normally brought to a class meeting, but not authorized for use during a quiz/test by the
person giving the quiz/test. Having any forbidden and unauthorized material open and in
sight of the student taking the test/quiz during a test/quiz will be considered the
utilization of the material;
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13. Unauthorized submission of original work Submitting as ones own, in fulfillment of

academic requirements, any work such as, but not limited to, a theme, report, term
paper, essay, computer program code, other written Bwork, painting, drawing, sculpture,
or other scholastic art work prepared totally or in part by another;
14. Violating any applicable professional code of ethics or conduct while enrolled in a
course of study designed to qualify the Student for certification in a profession or while in
the course or scope or any required
practicum or clinical experience;
15. Attempting to commit, or assisting someone in the commission or attempted
commission of an offense listed above.
D. No Student may drop a course to avoid the academic impact of an academic
misconduct sanction. All Students who drop the course under such circumstances will be
re-enrolled in the class and then given the appropriate grade post sanction.
E. Other Academic Misconduct - Academic units and members of the faculty may
prescribe and give Students prior written notice of additional standards of conduct for
academic integrity in a particular course or setting. A violation of such a standard will be
considered Academic Misconduct.
PRSSA Code of Ethics/Conduct & PRSA Code of Ethics
All students in this course must adhere to the PRSSA Code of Ethics and Conduct as well
as the PRSA Code of Ethics. Failure to do so represents Academic Misconduct as noted in
item E above. (see Moodle)
American Association for Public Opinion Research Code of Conduct
All students in this course must adhere to the AAPOR Code of Professional Ethics and
Practices. Failure to do so represents Academic Misconduct as noted in item E above.
(see Moodle)
Digital Communication Netiquette
Our differences add richness to our learning experience. Please consider that sarcasm
and humor can be misconstrued in digital interactions and generate unintended
disruptions. Working as a community of learners, we can build a polite and respectful
course ambience.
It is so very hard to judge the tone of digital interactions. That said, I encourage all of
you to interact with one another with respect, tact and appreciation when using social
media, text messages and email. These are your colleagues. Every one of us will make
mistakes throughout this course, but we should be professional enough to deal with one
another with consideration, poise and class. Professionalism points will be reduced if you
do not show respect to your classmates or professor in any and all course interactions.
Your professor and fellow students wish to foster a safe learning environment. All
opinions and experiences, no matter how different or controversial they may be
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perceived, must be respected in the tolerant spirit of academic discourse. You are
encouraged to comment, question, or critique an idea - but you are not to attack an
individual. Personal attacks of any kind will not be tolerated and will result in an F
and/or dismissal from the course. What constitutes a personal attack is solely up to the
discretion of the professor.
Professors Academic Freedom Policy
Some of the material dealt with in this class may be perceived of as controversial or
offensive to some students. While students are encouraged to respond to the material
and to freely offer their opinions, if any student becomes uncomfortable with any of the
topics or finds any of the material questionable, that student is urged to contact the
professor about an alternative assignment.

This syllabus is subject to change.

Any changes will be announced in class and via Moodle.
If changes occur a new syllabus will be posted on Moodle for students to access.

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