Course Number:M11351

Class Hours: 32    Credit: 2

"Public relations" is a major basic compulsory course in the school of public management, which is suitable for the major of public management and economic management. Public relations is a comprehensive applied discipline which studies the behavior, rules and methods of communication between organizations and the public. It aims to establish a good communication relationship between organizations and the public and establish a good image of organizations in the society. The course will mainly teach the relevant knowledge of public relations through course teaching, case teaching and class discussion, including the basic concepts and elements of public relations, development history, operation procedures, practical application, etc. Through the study of this course, students can master the basic knowledge and theory of public relations, enhance their understanding of public relations, understand the historical context and development trend of public relations, be familiar with the main skills of public relations, improve their public relations ability in different situations, and become comprehensive applied talents.

Ⅰ. Curriculum Objectives

General Teaching Objective :

This course aims to reflect the latest progress and practical exploration in the field of public relations in China by taking the course content system as the teaching syllabus, combining with the latest achievements and frontier views in public relations research at home and abroad. Through the study of this course, students can master the theoretical part of public relations, that is, the concept and function of public relations, the methods and principles of public relations work, the development context of public relations, the subject, object, communication, organization image and operation procedures of public relations; they can use theory to analyze public relations practice, and be familiar with crisis public relations and enterprises The characteristics and operation principles of public relations of industry and government. In the process of teaching and learning, make full use of the flipped classroom thematic discussion to guide students to learn to examine various activities of social organizations in society, to be familiar with and master the methods and skills of practical operation of public relations, and to improve the skills of coping with and dealing with social relations. At the same time, in the study of government public relations, enterprise public relations, crisis public relations and other practical fields, students' patriotic emotion, moral sense, mental health level and innovation ability are cultivated.

Sub-objectives of Teaching:

Teaching Objective 1:

Knowledge objectives. Through various teaching links, students can master the concept, development context and basic theory of public relations, be familiar with the methods and principles of public relations work, and understand the functions, working procedures and practical fields of public relations. (Support the graduation requirements of this major 20.5)

Teaching Objective 2:

Capability objectives. Through classroom learning, flipped classroom discussion and other methods to cultivate students' practical ability of public relations, including the four steps of investigation, planning, implementation and evaluation of public relations activities, learning to examine various activities of social organizations in society, and to be familiar with and master the methods and skills of public relations practical operation. (Support the graduation requirements of this major 20.6)

Teaching Objective 3:

Personal growth objectives. Public relations focuses on the operation of politics, economy, environment, technology and even the whole social system. It shows its wide participation, coordination and dissemination in different social levels. Through the study of this course, college students can have an overall understanding and grasp of the operation of social system and organization, enhance the concepts of reform, openness, complementarity, adaptation and coordination needed by modern social life, and improve the skills of coping with and dealing with social relations. (Support the graduation requirements of this major 20.4)

Teaching Objective 4:

Ideological and political teaching objectives. In the teaching of government public relations, we should carry out patriotism education for students; when teaching enterprise public relations, we should carry out moral education for students; when teaching crisis public relations, we should educate students to establish the awareness of thinking about danger in times of safety, and enhance their psychological pressure bearing capacity; when teaching public relations planning, we should improve students' innovation and entrepreneurship ability. (Objective of Ideological and Political Teaching)

Ⅱ. Course Contents, Requirements and Allocation of Class Hours

Ⅲ. Teaching Staff

The person in charge of this course should have a senior title, have been engaged in teaching and scientific research of public management, psychology, communication or related majors, and have more than three years' teaching experience in relevant courses.

The teaching team of this course can be composed of 2-3 teachers who are supposed to have reasonable age levels and postgraduate degree. They are proficient in the systematic basic theory of public relations or related disciplines, and have good ability of research and practice.

Ⅳ. Teaching Materials, Online Resources and Teaching References

1. Main Textbook

Public relations (Second Edition), Ren Zhengchen, Peking University Press, 2016.

2. Online Resources  

2. Teaching References

[1] Public relations (Second Edition), Yao Fengyun, Dai Guobao, Zhao Renbi, Tsinghua University Press, 2020.

[2] Modern public relations (Third Edition), he xiumeng, Fudan University Press, 2018.

[3] Public relations (5th Edition), Ju Yan'an, Fudan University, 2013.

[4] Public relations, Guan Yumei, China Machine Press, 2020.

[5] http://www.1ketang.com/course/1710.html, Public Relations, Yan Hui, 1ketang.

V. Teaching Organization

With the development of society, the dependence of social organizations on social environment is increasing. This situation forces social organizations to change from closed type to open type. The coordination of public relations between organizations and public relations has gradually become an important management function of social organizations. As a kind of management function, management strategy, communication behavior and modern communication mode, public relations has become one of the most popular applied disciplines in the world. It is a kind of knowledge to make social organizations establish a good image in the public, and use the media and means of communication to form a social relationship with the interests of the public. As a result, this course has become a required course for college students.

This course is based on the syllabus and teaching calendar, with the cultivation of students' public relations ability as the foothold, guided by problems, inspired by interaction, explained and solved doubts, and verified the theory with cases. This course adopts the combination of teaching in class and learning after class. The main teachers prepare lessons carefully according to the syllabus and teaching calendar, track and understand the social hot spots and their relationship with public relations. Students preview the learning contents, read the teaching materials, and understand the relevant practical problems and cases according to the teaching calendar. In classroom teaching, teachers should highlight the key points and difficulties of each chapter on the basis of teaching basic knowledge, concepts and theories. At the same time, through discussion, dialogue, thinking, homework and scene simulation, students should pay attention to the society and the organization, and improve their awareness of problems, from passive knowledge recipients to active thinkers and problem solvers, so that students have a solid foundation They also have the communication ability, cooperation ability and problem-solving ability required by public relations.

The course will use a variety of teaching methods and means, such as case discussion, role play, scene simulation, etc., to cultivate students' active learning ability, cooperation ability, communication ability and problem-solving ability. Classroom teaching is for all students, combing the basic system of the course content, highlighting the ideas and methods of the course content, and emphasizing the key and difficult problems. At the same time, the course also provides online course learning resources to facilitate students' personalized learning needs.

In order to achieve the goal of internalizing knowledge and applying what has been learned, this course will arrange in class discussion assignments and after class assignments according to the requirements of public relations ability development. The work can be in the form of small papers, topic discussions, public relations investigation reports, public relations planning cases, etc. The teacher reviews all the students' homework and uses the class and network platform for feedback.

VI. Course Assessment

Process Assessment (50%) + Outcome Assessment (50%).

1. Process Assessment (50%)

The course process assessment can be composed of attendance, class discussion, class exercises, assignments and so on.

2. Outcome Assessment (50%)

The outcome assessment of the course adopts open book examination.

VII. Explanation

This course standard will be used from grade 2020. It is suggested that public relations should be set up in school of public management, school of economic management and other relevant departments.

The change of course teaching quality standard shall be applied by the person in charge of the course, examined and approved by the person in charge of the major and approved by the dean of the college, and then submitted to the Department of educational affairs for the record. The teaching quality standard of this course is implemented by the lecturer who undertakes the course.