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MCPR 569 | Course Introduction and Application Information
| 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 | Blended | |||||
| Teaching Methods and Techniques of the Course | DiscussionCase StudyQ&ALecture / Presentation | |||||
| National Occupation Classification | - | |||||
| 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 |
X
|
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction to the course | |
| 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 | Four models of Public Relations • Press Agentry Model, • Public_information Model • Two-way Assymetrical Model • Two-way symmetrical model (Guest and In-class Activity) | Lattimore, D., Baskin, O. , Heineman, S.T., Toth, E.L. (2009) “Public Relations: The profession and the practice”, 4th. Ed., NY: McGraw Hill. Chapter 3: A theoretical Basis for Public Relations ISBN 978-0-07-131578-4 |
| 4 | Public Relations and Persuasion (Guest and In-class Activity) | Lam, C., Huang, Z., & Shen, L. (2022). Infographics and the elaboration likelihood model (ELM): Differences between visual and textual health messages. Journal of Health Communication, 27(10), 737-745. Wood, E., & Miller, S. K. (2021). Cognitive dissonance and disaster risk communication. Journal of Emergency Management and Disaster Communications, 2(01), 39-56. |
| 5 | Public Relations and Propaganda, Inoculation Theory | Noam Chomsky on Propaganda, Edward Bernays, & The Public Relations Industry https://www.youtube.com/watch?v=LgxJNbKq4eU Compton, J., Wigley, S., & Samoilenko, S. A. (2021). Inoculation theory and public relations. Public Relations Review, 47(5), 102116. Akin, A., Turkel, S., & Umul Unsal, P. (2023). Infodemic Management for Social and Behavior Change: Youth Mobilization for Combating Disinformation During COVID-19. Journal of Health Communication, 28(sup2), 41-48. |
| 6 | Managing Perception: Framing, Agenda Setting and Priming | Williams, D. K., Archer, C. J., & O’Mahony, L. (2022). Calm the farm or incite a riot? Animal activists and the news media: A public relations case study in agenda-setting and framing. Public Relations Inquiry, 11(3), 403-425. |
| 7 | Managing Perception: Diffusion of Innovations | Rogers, E. M., Singhal, A., & Quinlan, M. M. (2014). Diffusion of innovations. In An integrated approach to communication theory and research (pp. 432-448). Routledge. Mauluka, C. (2019). When the drone flies! Rethinking communication models in the context of innovations. The Journal of Development Communication, 30(2), 82-91 |
| 8 | Excellence Theory | Kenny, J. (2016). Excellence Theory and its Critics: A literature review critiquing Grunig’s strategic management of public relations paradigm. Asia Pacific Public Relations Journal, 17(2). Tyma, A. W. (2008). Public relations through a new lens—critical praxis via the excellence theory. International Journal of Communication, 2, 193 |
| 9 | Corporate Social Responsibility | Türkel, S., Uzunoğlu, E., Kaplan, M. D., & Vural, B. A. (2016). A strategic approach to CSR communication: Examining the impact of brand familiarity on consumer responses. Corporate Social Responsibility and Environmental Management, 23(4), 228-242 Uzunoğlu, E., Türkel, S., & Akyar, B. Y. (2017). Engaging consumers through corporate social responsibility messages on social media: An experimental study. Public relations review, 43(5), 989-997 |
| 10 | Midterm | |
| 11 | Corporate Social Responsibility, Social Investment Case Study | Golob, U., Turkel, S., Kronegger, L., & Uzunoglu, E. (2018). Uncovering CSR meaning networks: A cross-national comparison of Turkey and Slovenia. Public relations review, 44(4), 433-443 |
| 12 | Academic Writing Workshop | |
| 13 | Case Study 1 | Ikea Foundation |
| 14 | Case Study 2 | Johnson and Johnson |
| 15 | Semester Review | |
| 16 | Final Exam |
| Course Notes/Textbooks | Course notes & articles |
| Suggested Readings/Materials | Lattimore, D., Baskin, O. , Heineman, S.T., Toth, E.L. (2009) “Public Relations: The profession and the practice”, 4th. Ed., NY: McGraw Hill. Chapter 3: A theoretical Basis for Public Relations ISBN 978-0-07-131578-4 Pang, A., Jin, Y., & Cameron, G. T. (2023). The contingency theory of strategic conflict management: Review from three decades of theory development, extension, and application. Journalism & Communication Monographs, 25(2), 193-214. Kent, M. L. (2013). Using social media dialogically: Public relations role in reviving democracy. Public relations review, 39(4), 337-345. 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),69-91 Kim, H. G., Chun, W., & Wang, Z. (2021). Multiple-dimensions of corporate social responsibility and global brand value: a stakeholder theory perspective. Journal of Marketing Theory and Practice, 29(4), 409–422. https://doi.org/10.1080/10696679.2020.1865109 Wang, Y., & Yang, Y. (2020). Dialogic communication on social media: How organizations use Twitter to build dialogic relationships with their publics. Computers in human behavior, 104, 106183. Kim, C.M. (2016) Social Media Campaigns: Strategies for PR & marketing, Routledge. M. Brennan, N., & M. Merkl-Davies, D. (2014). Rhetoric and argument in social and environmental reporting: the Dirty Laundry case. Accounting, Auditing & Accountability Journal, 27(4), 602-633. Fawkes, J. (2018). “The evolution of PR research- An overview”, Communication &Society, Vol. 31(4) pp. 159-171 Yue, C. A., Men, L. R., Davis, D. Z., Mitson, R., Zhou, A., & Al Rawi, A. (2024). Public Relations Meets Artificial Intelligence: Assessing Utilization and Outcomes. Journal of Public Relations Research, 1–22. Maiorescu-Murphy, R. D. (2021). “We are the land:” An analysis of cultural appropriation and moral outrage in response to Christian Dior’s Sauvage scandal. Public Relations Review, 47(4), 102058. Thelen, P. D. (2020). Internal communicators’ understanding of the definition and importance of employee advocacy. Public Relations Review, 46(4), 101946. |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
10
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury |
1
|
30
|
| Project | ||
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
20
|
| Final Exam |
1
|
40
|
| Total |
| Weighting of Semester Activities on the Final Grade |
3
|
60
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
40
|
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
| Study Hours Out of Class |
14
|
5
|
70
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
0
|
||
| Presentation / Jury |
1
|
35
|
35
|
| Project |
0
|
||
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
32
|
32
|
| Final Exam |
1
|
40
|
40
|
| Total |
225
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
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
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