| Course Name | Public Relations Theory and Practice |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| MCPR 569 | Fall | 3 | 0 | 3 | 7.5 |
| Prerequisites | None | |||||
| Course Language | English | |||||
| Course Type | Required | |||||
| Course Level | Second Cycle | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | The purpose of this course is to develop an understanding of the theoretical body of knowledge in public relations and its application to practice. |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | Considering the role of ethics in different theoretical approaches, this course develops an understanding of the theoretical body of knowledge in public relations and its application to practice. Through readings and discussion students will examine how public relations theory has evolved over time and has become more welcoming of diverse ideas and research methodologies. |
| Related Sustainable Development Goals | |
|
| Core Courses | |
| Major Area Courses | ||
| Supportive Courses | X | |
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Meeting & Informing | |
| 2 | Understanding Public Relations | Fawkes, J. (2018). “The evolution of PR research- An overview”, Communication &Society, Vol. 31(4) pp. 159-171 pg. 159-160, Introduction |
| 3 | The evolution of PR research: The main schools of thought | Fawkes, J. (2018). “The evolution of PR research- An overview”, Communication &Society, Vol. 31(4) pp. 159-171 Pg.161-171 |
| 4 | The dominant paradigm: Organization centered perspective, Systems theory | Lattimore, D., Baskin, O. , Heineman, S.T., Toth, E.L. (2012) “Public Relations: The profession and the practice”, 4th. Ed., NY: McGraw Hill. Chapter 3: A theoretical Basis for Public Relations |
| 5 | Excellence theory | Botan C.H. and Hazleton, V. “Public Relations Theory II”, NY:Routledge. Chapter 2, The Excellence Theory, James E. Grunig, Larissa A. Grunig, and David M. Dozier. Pp.44-108 |
| 6 | Rhetoric & Rhetorical perspective | Heath, R.H. (2000). “A Rhetorical Perspective on the Values of Public Relations: Crossroads and Pathways Toward Concurrence”, Journal of Public Relations Research, 12 (1), pp.69-91 Pg. 69-78 |
| 7 | Advocacy perspective &Persuasion I (Message-effects m., Models of attitude-behavior relations, cognitive processes) | Cameron, K.E (2009). “A practitioner’s guide to persuasion: An overview of 15 selected persuasion theories, models and frameworks, Patient Education and Consulting, pp.309-317 Pg. 309-313 |
| 8 | Advocacy perspective &Persuasion II (Consistency theories, inoculation, functional appr.) | Cameron, K.E (2009). “A practitioner’s guide to persuasion: An overview of 15 selected persuasion theories, models and frameworks, Patient Education and Consulting, pp.309-317 Pg. 313-317 |
| 9 | Midterm exam | |
| 10 | Relationship management approaches: Dialogue | Wilcox, D. L. (2019) “Dialogic Communication Theory in the Age of Corporate Activism: A Postmodern Perspective”, CMAP, 2(1), pp. 1-10 |
| 11 | Critical approaches: Propaganda model | Mullen, A., J. Klaehn (2010) “The Herman-Chomsky Propaganda Model: a critical approach to analyzing mass media behavior”, Sociology Compass, 4 (4), 215-229. |
| 12 | Critical approaches II | Moloney, K., McQueen, D., Surowiec, P. and Yaxley, H. (2012). Dissent and protest public relations. Papers and discussion from the Dissent and Public Relations seminar series, October-December 2012. Bournemouth University. |
| 13 | Case study | |
| 14 | Case study | |
| 15 | Review of the semester | |
| 16 | Review of the semester |
| Course Notes/Textbooks | Course notes & articles |
| Suggested Readings/Materials | Botan, C.H., Hazelton, V. (2009) “Public Relations Theory II”, NY:Routledge. Holtzhausen, D. R. (2012). “Public Relations as Activism: Postmodern Approaches to Theory and Practice.” New York: Routledge. Theaker, A. (2012) “The Public Relations Handbook”, 4th ed. Oxon:Routledge. |
| Semester Activities | Number | Weigthing |
| Participation | 1 | 10 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | 3 | 20 |
| Presentation / Jury | ||
| Project | ||
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | 1 | 30 |
| Final Exam | 1 | 40 |
| Total |
| Weighting of Semester Activities on the Final Grade | 5 | 60 |
| Weighting of End-of-Semester Activities on the Final Grade | 1 | 40 |
| Total |
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Course Hours (Including exam week: 16 x total hours) | 16 | 3 | 48 |
| Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | ||
| Study Hours Out of Class | 16 | 5 | 80 |
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | 3 | 10 | |
| Presentation / Jury | |||
| Project | |||
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | 1 | 32 | |
| Final Exams | 1 | 35 | |
| Total | 225 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
| 1 | To be able to evaluate the field of Marketing Communication and Public Relations from the perspective of integrated communication. | |||||
| 2 | To be able to develop knowledge about existing theories and principles in the field and evaluate the acquired knowledge with a critical approach. | X | ||||
| 3 | To be able to follow the latest developments and research in the field and reflect them to studies systematically. | |||||
| 4 | To be able to create new information that will contribute to the field by integrating the connections between different disciplines (marketing, advertising, public relations, corporate communication, marketing communication, etc.) in which Marketing Communication and Public Relations field is involved. | |||||
| 5 | To be able to analyze reflections of current consumption dynamics on consumers. | |||||
| 6 | To be able to develop synthesis and evaluation skills related to issues in the field. | X | ||||
| 7 | To be able to perform studies within the framework of scientific ethical rules about issues related to the field. | X | ||||
| 8 | To be able to design and implement an original research project on topics discussed in the field of Marketing Communication and Public Relations. | |||||
| 9 | To be able to follow developments in new technologies of media and communication, as well as new methods of production, new media industries, and new theories in the field of marketing communications and public relations; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B2) | X | ||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
