2017 Spring PR Programming: TTH 11 a.m. -12:15 p.m. 252 Castellaw

JOU 4371

Instructor: Mia Moody-Ramirez, Ph.D.

Teaching Assistant:

Office Phone: (254) 710-7247 Cellphone: (254) 652-6972

E-mail:     Website:

Office Hours: MWF: 2 to 5 p.m.; other times by appointment (266 Castellaw)






Required: Strategic Planning for Public Relations (P); current edition, Smith


PDFs will be provided for the following journal articles:


Sheldon, C. A., & Sallot, L. M. (2009). Image Repair in Politics: Testing Effects of Communication Strategy and Performance History in a Faux Pas. Journal of Public Relations Research21(1), 25-50. doi:10.1080/10627260802520496


Johnson, N. (2011). Christian Bale’s Account of a Profane Tirade: Salvation or “Bale-out?” Relevant Rhetoric Vol. 2 2011 Christian Bale’s Account of a Profane Tirade.



Liu, B. (2008). From aspiring presidential candidate to accidental racist? An analysis of Senator George Allen’s image repair during his 2006 reelection campaign. Public Relations Review, 34(4), 331-336. doi:10.1016/j.pubrev.2008.06.002



This course provides information and practical experience in strategic planning and crisis management for students of advertising, public relations and marketing. The course is designed to give experience in independently researching and planning a public relations campaign and a scholarly image repair research paper.  It includes an in-depth review of the steps involved in creating both types of research.



  • to use primary and secondary research tools to prepare a persuasive/informational communication project
  • to identify characteristics of targeted audiences
  • to select strategies appropriate for reaching specified audiences
  • to research, plan and produce programming for events, individuals, products, services and corporations
  • to research, plan and produce a scholarly research paper
  • to review case studies and crisis management strategies
  • to utilize multimedia skills acquired in other courses in the completion of projects
  • to become comfortable making presentations in various formats



To develop in students an awareness of:





  1. This class will encourage students to hone their writing, critical thinking and event-planning skills.
  2. Employers seek employees who are well-rounded, good writers, critical thinkers and innovators.
  3. Students who take this course will be better prepared for the work force, particularly for public relations positions.











Why take me as a professor? The student comments below illustrate the passion I have for teaching and serving students:






Methods of inquiry include researching extensively, presenting in various formats, participating in class discussions and writing a major research paper and PR campaign.  To benefit from this course, it is important that students perform a conscientious reading of the required materials before each class.  Students will need to be familiar with course material in order to lead or actively participate in discussions and to prepare for projects.








Your final grade is made up as follows:

Participation, attendance & chapter discussion leader/Prezis and handouts           20 percent

Group Project assignments/Campaign Website/Presentation                                   20 percent

Two exams/quizzes over text                                                                                   15 percent

Weekly readings/ blog entries/course assignments                                                   15 percent

Portfolio of course work                                                                                          10 percent

Final Paper/Blog/Presentation/                                                                                 20 percent

TOTAL:                                                                                                                   100 percent



100-94 A Indicates originality and independent work, a thorough mastery of the subject, and the satisfactory completion of more work than is regularly required
93-90 A-
87-89 B+ Indicates outstanding ability above the average level of performance
84-86 B
80-83 B-
77-79 C+ Indicates a satisfactory/average level of performance.
74-76 C
70-73 C-
69-63 D Indicates work of below average quality and performance.
60-62 D-
59-0 F Indicates failure to meet lowest standards.



Neat and clear presentation of written materials is an important aspect of public relations.  Correct spelling, proper grammar, concise writing, and clean copy will be a part of the grading of assignments in this course.


Students will receive a grade based on attendance and participation. Points will be deducted for absences and lack of participation in class activities.



The class is structured for participatory learning. You will be expected to take part in class discussions and class exercises. During major presentations, your attention is mandatory. DO NOT plan to use class time texting, reading the paper or preparing for another assignment. I will respect you and pay attention when you speak in class. I expect the same from you as well.



Class attendance is essential to your gaining maximum benefit from this course. To reflect its importance, your attendance will have a direct impact on your final grade in this course.


Class attendance is strongly suggested. You can miss twice without penalty. Beyond that, you will lose three points off your final grade for each additional absence.




Late assignments are not accepted except under extraordinary circumstances. Specifically, if your participation in a university-sponsored activity results in an absence, please make arrangements with me prior to your absence. In this case, you may only make up assignments or turn in a late assignment with prior approval from me.


If you miss a class in which an assignment is due because you are ill, you must provide a written doctor’s note to turn in the assignment late.


I will grade down late papers. My policy is to deduct 10 points for each day a paper is late, including weekend days. If there is an extension, I will announce it and the new due date in class. If you are absent, you will most likely be unaware of these changes. However, it is still up to you to be cognizant of due dates for assignments.



I will use Canvas to post grades, attendance and class notes.  Please check it frequently.



All cell phones should be turned off before entering the classroom, and should remain off during class. Phones appearing on desk or ringing during class will result in a zero for any work, assignment, test, or presentation graded on that day.


Laptops may be used for note taking. Students using personal computers for other purposes during class will be asked to leave the classroom and will receive a zero for any work, assignment, test or presentation graded that day.



Baylor University and the Office of Access and Learning Accommodation are committed to assuring equal access in all aspects of the college experience. OALA works with personnel from all areas of the University, especially faculty and administration, to determine how students with disabilities will meet academic requirements (


Instructors are committed to helping students with special challenges overcome difficulties comprehending subject matter, while abiding by the standard code of confidentiality.  Students affected by such challenges should provide an official statement through the Office of Access and Learning Accommodation explaining his/her situation before performance becomes a factor.


Many students struggle academically in at least one or two courses during any given semester. If this occurs, consider the resources of the campus that are available to you. Set up an appointment with the professor of the classes in which you are struggling. Also, consider contacting the Success Center at 710-8212 or the Counseling Center at 710-2467.



TITLE IX OFFICE – If you or someone you know would like help related to an experience of sexual violence including sexual assault, harassment, domestic violence, dating violence, stalking or other type of non-consensual sexual conduct, please contact Title IX Coordinator is:  Anonymous reporting for students or third parties is also available on the Title IX website,


You will not be required to share your experience, and the Title IX Office will keep any information private.  The Title IX Office exists to support and empower students, while allowing them to remain in control.  If you or someone you know feels unsafe or may be in imminent danger, please call the Baylor Police Department (254-710-2222) or Waco Police Department (9-1-1) immediately.


The Title IX office understands the sensitive nature of these situations and can provide information about available on- and off-campus resources, such as counseling and psychological services, medical treatment, academic support, university housing and other forms of assistance.  Staff members at the office will also explain your rights and the judicial process options, if you choose to file a complaint with the University.



The Baylor University Journalism, PR & New Media Department values domestic and global diversity and strives to foster an environment that reflects society.


“The Baylor Department of Journalism, PR and New Media is committed to a policy of inclusiveness, understanding and acceptance regardless of race, ethnicity, religion, disability, sexual orientation, gender and age. Our goal is to foster the development of a new breed of journalists, PR professionals and mass media communicators whose work represents a much broader range of perspectives than in the past when the voices of underrepresented groups were ignored and misrepresented in the mainstream news media.”



I support the Honor Code statement, along with the process for addressing honor code violations involving cheating and plagiarism, which appears in the Baylor University Student Handbook (“Constitution of the Baylor University Honor System”).


Examples of cheating may include copying from another student’s exam, giving another student answers during an exam, and reviewing a stolen copy of an exam.  Examples of plagiarism-stealing and passing off as one’s own the ideas or words of another-may include submitting the same paper to two or more classes without permission, hiring a ghost writer, submitting as one’s own a paper from student organization files or the World Wide Web, and copying materials without footnoting or otherwise giving credit.


According to university policy, we have several options when a student is caught cheating or plagiarizing.  We may assign an F to the exam or paper; we may fail the student in the course; and/or we may refer the case to the Honor Council.



Students will be required to submit the final research paper to turn-it in before turning them in to the professor.


Students agree that by taking this course, all required papers, exams, class projects or other assignments submitted for credit may be submitted to or similar third parties to review and evaluate for originality and intellectual integrity. A description of the services, terms and conditions of use, and privacy policy of is available on its web site:


Students understand all work submitted to will be added to its database of papers. Students further understand that if the results of such a review support an allegation of academic dishonesty, the course work in question as well as any supporting materials may be submitted to the Honor Council for investigation and further action. The Turnitin information/manual for students is available at this link:



All assignments should be double-spaced with standard margins. Put your name at the top of the first page, identify the assignment, and give the due date. Include page numbers. Staple in top left corner. Do not provide cover pages.





You are required to write regularly in a blog to stimulate your thinking and reflection. A link to these entries will be posted to the class website. Feedback will be given to you the following week. Blog entries should link readings, lectures, discussions, and your daily encounters with the media. They will be graded for insight, originality, and individual progress as well as for clarity of writing. Choose three topics, write about them and post them to your personal blog. These entries will be used to spark discussions in class.



The final portfolio will consist of each project and blog entry that you turn in in class.



A mid-term and a final examination will be given that includes multiple choice, true-false and essay questions. Exams will cover lecture materials, assigned readings, readings from scholarly journals and other pertinent materials.



Students will make regular presentations of assigned readings, blog entries, group project and term paper progress. Please be ready at any time to discuss the assigned readings in a professional manner. Each student should also be prepared to ask at least one question ofthe presenter.



Each student will complete a campaign for a nonprofit agency with a team of four to five students.



In teams of two, each student will complete a term paper over an image-repair case study.



You will have weekly quizzes over course material.



Students (either alone or with a partner) will present and facilitate discussion on one chapter from the textbook/journal articles. Discussion leading will include a Prezi presentation and a creative handout for students.