Public Relations: A Strategic Perspective

1
Public Relations A Strategic Perspective

• Dr. K. A. Crooks, APR, CPRC
• Assistant VP/PR
• PUR 3000 Summer 2001

2
Overview

• Class requirements and policies
• What is PR?
• PR History
• PR The Organization
• PR Structures Techniques
• PR Campaigns
• PR Evaluation

3
Dr. K.A. Crooks

• Assistant VP for Public Relations, UF.
• Past PR/Ag Comm instructor, utility
  administrator, agency director and military
  commander.
• Created or helped create 3 PR offices.
• B.Sc.Ohio State, M.Ed.UCF, Ph.D.UF
• Accredited with APR and CPRC. Examiner.
• Taught PR Principles, Campaigns, Writing, Layout,
  Speech, Tech Writing, Management. Lectured on
  advertising, sociology, history, aviation,
  international relations.

4
What to Expect

• Lectures and Guest Speakers in Class
• A small out-of-class research project
• Two examinations multiple choice/4 items
• A modular schedule
• On-line notes
• Class beginning/ending on time never late
• Professional courtesy

5
Textbook? What Textbook?

• Sorry, no good PUR 3000 text exists
• Why?
• a. Not written for diverse audience
• b. Not organized in modular style
• c. Too ponderous
• d. Out of date and dont reflect APR tests
• e. Besides, they cost too much and you dont get
  enough back in the sell back.
• So, you get lectures and notes.

6
Where Online are You?

• Class notes will appear on the UF Office of
  Public Relations Website.
• The URL for the PR site is http//www.pr.ufl.edu
• Go to About the Office and youll see bios. Go
  to mine.
• Be sure to check the site on a daily basis for
  announcements and updates.

7
Exams

• Two examinations, each worth 40 points
• Each has 20 questions, all multiple choice
• All questions will be from notes, materials or
  lectures. Be careful, I may disagree with the
  material. You need to come to class to learn the
  difference.
• I will test your ability to sort through an issue
  using tools youve learned in class.

8
Class Project

• The class project will be a group project
• Y PR is almost always a group effort
• Y PR involves building a consensus
• Y Easier to grade
• The topics will be given on 2nd day of class
• Topics will include hot topics of the day
• Ensure paper is turned in on time!!

9
In Class

• Professional courtesy is the rule
• Dont be late, dont leave early.
• All official requests must be in writing.
• Turn off all mobile phones and place pagers on
  mute. Tape record by permission.
• If you have special requirements, please see me
  by the end of the week.
• Sit back, relax and enjoy learning.

10
Office Hours

• I am in 207 Tigert Hall. I will be available
  between 10-11 am each day or by prior
  appointment. Or you can walk with me to my car
  or office.
• My office phone number is 846-3903. You will get
  a secretary who will say Office of Public
  Relations. Please be polite!!
• My e-mail at work is kcrooks_at_ufl.edu I do not
  access that e-mail at home.

11
Teaching Assistant

• Susan Millheiser is my Teaching Assistant
• She is vicious, ruthless, and takes no prisoners.
  She is looking forward to proctoring exams.
• She will check ID cards for the exam. No ID, no
  exam, no exceptions. Well take UF ID, drivers
  license, passport. Susan will merely smile at
  social security cards, credit cards, and your
  paper from another class.

12
Grades

• Its so simple, even journalists can figure it
  out.
• 90-100 A
• 80-89 B (88-89 B)
• 70-79 C (78-79 C)
• 60-69 D (68-69 D)
• You dont want to be any lower.

13
Grading Policy

• Grades will be assigned as objectively as
  practical.
• An 89 is a B, and, no, two sheep and a goat
  wont change my mind.
• If you come to class every day, the tests should
  be very reasonable. However, I do pre-test
  examinations to ensure guessing wont provide a
  reasonable expectation of passing.

14
May 23

• Under Fraulein Millheisers watchful eye, groups
  will the opportunity to get together on class
  time to help organize their class projects.
• If a group wishes to meet somewhere else, you are
  free to so do. Just make sure all in the group
  know!

15
Biography

• Name (Full and nickname, if any)
• Phone and address plus e-mail
• Hometown
• Graduating senior or special needs
• Noteworthy about me
• You can identify me because