COMM 3322 180: Public Relations

My Commitment

I aim to create a learning environment that supports a range of thoughts, perspectives, and experiences. I also understand that broader challenges, such as economic disparity, public health issues, or personal well-being concerns, may impact the conditions necessary for you to succeed. My commitment is to be there for you and help you meet the learning objectives of this course. Please do not hesitate to come and talk with me if you have any questions or encounter any challenges.

I will generally respond to Blackboard messages and emails within 24 hours during the week, but please allow 48 hours for a reply. If the email is about an individual question, please include COMM 3322 in the subject line. If the email is about the group project, please include COMM 3322 and the group number in the subject line. You also need to copy all team members in your email or Blackboard messages. Additionally, you should check your Blackboard messages and emails regularly. I generally do not respond to messages or emails during the weekend, nor is it expected that you will respond over the weekend.

Course Structure

This is an online asynchronous course, which means we will not meet at a scheduled class time each week. However, asynchronous does not mean “wait until the last minute.” The course is organized on a weekly schedule, and you are expected to stay engaged with the readings, videos, activities, discussions, quizzes, and assignments throughout the semester.

Each week, you will work through assigned materials in Sage Vantage, an interactive learning platform. Vantage houses all of our textbook content, reading activities, and chapter quizzes. For details on how to register and access the platform, please check the "Let’s Get Started" module on Blackboard.

In addition, I will post a short weekly mini-lecture video on Blackboard to highlight key ideas for the week and share additional context and examples that may go beyond the textbook. Please note that the content covered in these videos may also appear on exams.

Please also note that our readings may not always follow the textbook’s chapter order. To make sure you are completing the correct readings each week, please refer to the detailed course schedule in this syllabus and the weekly modules on Blackboard.

To keep things simple and predictable, we will follow the same schedule every week: our week starts on Monday, and all of your weekly readings, Vantage activities, quizzes, and discussion posts are due by Sunday at 11:59 p.m.

Weekly Routine (Due Sundays)

• Over the course of 12 lecture weeks, we will cover 14 chapters. During Weeks 1 and 2, we will cover two chapters per week. For the rest of the semester, we will focus on one chapter per week.
• Weekly Vantage Activities: Each week, there will be one required Vantage activity, which will be linked in the weekly Blackboard module and graded for completion. You will also see additional interactive activities in Vantage. These are optional, but I strongly encourage you to try them. They can be very helpful for reviewing key concepts, checking your understanding, and reflecting on what you are learning (my personal favorite is the critical thinking checks).
• Chapter Quizzes: At the end of each chapter, you will complete a 15-question quiz built directly into Vantage.

Discussions, Exams, and Projects

• We will have six graded discussions throughout the semester. Your initial discussion posts will be due on Sundays, and your peer responses will be due by Wednesday of the following week, giving you a few days to read and respond thoughtfully to your classmates’ posts.
• We will also have a Midterm Exam on the Monday of Week 7 (Oct 5), and a Final Exam on the Monday of Week 15 (Nov 30). 
• Finally, we have two major milestones: a Midterm Project and a Final Project. In the PR industry, teamwork is key, so both of these projects will be completed in groups. All other assignments in the course are individual work.

Student Hours (Office Hours)

When: Mondays & Wednesdays, 4 p.m. - 6 p.m.
Where: In-person in my office (AIC 363) or virtually via Teams [link here]

While you might traditionally know these as "office hours," I prefer to call them Student Hours because this time is reserved entirely for you! I am here to support you as you succeed in this course and work toward your academic and professional goals.

You are welcome to use Student Hours for any questions related to the course, including course materials, assignments, discussion posts, project directions, exams, or feedback on your work. You can also come by to talk about your interests in public relations, career questions, graduate school, research, or anything else you would like guidance on. 

During Student Hours, I will usually be physically present on campus in my office. If you are on campus, please feel free to drop by- no appointment is needed.

If you prefer to reserve a specific time, you are also welcome to book an appointment with me using this link: [link here]. You may also email me to schedule a meeting. I am happy to meet either in person, virtually, or over a phone call. Please indicate your preferred meeting format when booking the appointment.

If the scheduled Student Hours do not work for you, don’t worry. Please send me an email or Blackboard message, and we will find another time that works for both of us.

Student Expectations

I have high expectations for your performance and success in this class. I know many of you are concerned about your GPAs, but I encourage you to focus more on the material you are learning rather than on the grades you are earning. This learning-centered approach to class material will likely increase your grades in this course. Additionally, adhering to the following reading, writing, and research expectations will enhance your success in this course.

Reading Expectations. Please complete the assigned chapters and weekly activities by the stated deadlines. Each week, I will also post a short video that highlights the main topics for the week and provides additional context or information beyond the textbook. 

In this online course, the readings and weekly videos provide the foundation for our activities, discussions, quizzes, and assignments. Staying on track with both will help you understand the course material, participate meaningfully in online discussions, and complete your work successfully.

Please note that our readings may not always follow the textbook chapter order. Be sure to refer to the detailed course schedule in this syllabus for the assigned readings each week. You can also find the corresponding links to each chapter in the weekly modules on Blackboard.

Weekly videos will be posted on Monday, and the assigned readings and activities should be completed by the end of Sunday each week.

Writing Expectations. Writing quality is part of effective communication. I expect your writing to be clear, organized, and easy to follow, and frequent errors may affect your grade. Please take time to proofread your work for spelling, grammar, and punctuation before submitting it. These details help make sure your ideas come through clearly and accurately.

Research Expectations. Please remember that websites (and AI-generated content) often contain errors. Some of the most incisive and important information can only be found in books and academic journals. It is recommended that you visit https://www.tamiu.edu/library/ to find out more information about how to utilize the resources available to you. 

Late Work Policy

Students are expected to submit all assignments by the posted deadlines. Meeting deadlines is an important part of professional communication and public relations work, so please plan ahead and keep track of due dates.

Late assignments will receive a 10% deduction per day after the deadline. Work submitted more than 7 days past the deadline will not be accepted. If you experience an emergency or serious situation that may affect your ability to submit work on time, please contact me as soon as possible.

Academic Integrity and AI Use​

In this course, you are encouraged to explore the use of artificial intelligence (AI) tools, such as ChatGPT for brainstorming and research ideas, and Grammarly for grammar support. However, the use of these tools must follow principles of academic integrity and responsible scholarship.

Why this matters:

• AI-generated content may not be considered original work. Because AI models are trained on existing texts without citing their sources, turning in AI-generated work without acknowledgment is considered automated plagiarism.
• AI can be wrong, misleading, or incomplete. Students are responsible for fact-checking and ensuring their work meets academic standards.
• AI tools contain built-in biases that reflect the data they were trained on. Always use critical thinking and supplement AI-generated content with scholarly sources.

Ultimately, your assignments must demonstrate your own learning, analysis, and voice. AI should supplement, not replace, your original contributions.

Please Do:

• Be transparent about how you used AI tools, clearly indicating what work is your original contribution.
• Appropriately acknowledge and cite any use of generative AI tools following APA Style guidelines, including specifying the version of the tool used. For example: OpenAI. (2026). “[insert your prompt]” ChatGPT (GPT-5) [Large language model]. https://chat.openai.com/ (See the example at the bottom of this section.)
• Failure to provide proper attribution will be treated as plagiarism. 

Please DON’T:

• Use AI-based tools for exams.
• Use AI-based tools to cheat on assessments.
• Submit AI-generated work as your own without acknowledgment (this is considered plagiarism).
• Share AI-generated work in ways that misrepresent authorship or violate copyright and intellectual property rights.

Please also note: You may find AI tools useful during the writing process. However, relying solely on AI may limit your independent thinking, creativity, and learning.

If you choose to use AI for an assignment or project, please use it thoughtfully and sparingly. You must cite your use of AI in the assignment and clearly identify the specific parts of the work that were created or revised with AI assistance. Your final submission should always reflect your own academic voice.

OpenAI. (2025, August 22). " Please write a syllabus policy regarding the academic integrity of students using generative AI-based tools." ChatGPT (GPT-5) [Large language model]. https://chat.openai.com/

Note: This part of the syllabus was generated by ChatGPT using the prompt above, modified by the instructor to improve structure and include course-specific details (dos and don’ts), and checked for grammar using ChatGPT.

Grade Discussions

I do not discuss grades or any student record issues via email or Blackboard messages. Please schedule a meeting with me to discuss these matters. If necessary, I may ask you to submit a written petition along with your work in question. The classroom is typically not an appropriate place for these discussions.

Important Dates

First Class Day: Monday, Aug 24
Last Day to Drop Without Record (12th class day): Wednesday, Sep 9
Midterm Exam: Monday, Oct 5
Last Day to Drop or Withdraw: Thursday, Nov 19
Thanksgiving Break: Nov 26-28 
Last Class Day: Tuesday, Dec 1
Final Exam: Monday, Nov 30

By the end of this course, students will be able to:

• Understand and explain the fundamental principles and concepts of public relations as a profession.
• Describe the functions and roles of public relations practitioners across various types of organizations.
• Identify and explain the ethical and legal principles that guide professional public relations practice.
• Identify and analyze emerging trends and issues shaping the field of public relations.
• Develop a strategic thinking mindset to identify communication problems and propose appropriate public relations solutions.

To go to the bookstore, click here.

Additional readings and mini-lecture videos will be posted on Blackboard.

INDIVIDUAL GRADES (74% of final grade) 

Chapter Quizzes (12% of final grade)

Students will complete one short quiz for each textbook chapter through the Sage Vantage online platform . There are 14 quizzes total, and each quiz includes questions based on the assigned textbook content. Each quiz is worth 10 points. The lowest two quiz grades will be dropped at the end of the semester, so only the best 12 quiz scores will count toward the final grade.

Information about Sage Vantage is available in the “Let’s Get Started” Blackboard module.

Vantage Activities (6% of final grade)

Each week, you will complete required Vantage Activities connected to the assigned textbook chapter(s). These activities are designed to support your reading and help you understand key concepts. The required Vantage Activity for each week is worth approximately 5 points and should be completed in Sage Vantage as you work through the chapter(s). Links to the required activities will also be available in the corresponding weekly Blackboard modules.

Additional interactive activities in Vantage are optional but highly recommended. They are useful for reviewing key concepts, checking your understanding, and reflecting on what you are learning. 

Due dates are listed in both Sage Vantage and Blackboard. Please check both platforms regularly and plan ahead to complete your work on time.

Discussions (36% of final grade)

Students will complete six graded discussion assignments throughout the semester. These discussions are designed to help you apply course concepts, analyze real-world examples, and engage with your peers. Each discussion is worth 60 points (50 for the initial post, 10 for two peer responses). 

Peer responses are a key part of the learning process. To receive full credit, they must be substantive and contribute meaningfully to the conversation. They are due three days after the initial post deadline.

Exams (20% of final grade)

Students will complete a Midterm Exam (Oct 5) and a Final Exam (Nov 30). Each exam is worth 100 points and may include a mix of T/F, multiple-choice, and short-answer questions. Exams will be timed, but they will be open-book and open-note. While you may use your textbook, notes, and all course materials, you may NOT consult with classmates, other people, or AI tools while taking the exam.

Group Grades (26% of final grade)

Midterm Project (13% of final grade)

For the Midterm Project, students will work in groups to complete a PR analysis of either a traditional media source or a social media/influencer account. Groups will examine the source’s audience, content, tone, and influence to identify potential PR opportunities. The goal of this project is to understand how PR professionals evaluate media channels to develop targeted strategies. This project is worth 130 points.

Final Project (13% of final grade)

For the Final Project, students will work in groups to analyze a recent PR event. Groups will examine how the situation was communicated by the organization, covered by different media outlets, and discussed on social media. The goal of this project is to help you apply what you have learned from the course content and resources to analyze a complex, real-world PR scenario. This project is worth 130 points.

A Note on Group Work & Peer Evaluations

Group work is designed to help you practice and develop essential skills in collaboration, communication, and project management used in real PR settings. Because teamwork is part of the learning process, everyone is expected to contribute meaningfully and professionally.

While projects are submitted as a team, your final grade is based on your individual contribution. This will be assessed through a confidential peer evaluation survey you will complete after each project. To receive the full group grade, you must maintain an average peer rating of at least 70%. Further details will be provided in the project instructions. 

Course Structure

This is an online asynchronous course, which means we will not meet at a scheduled class time each week. However, asynchronous does not mean “wait until the last minute.” The course is organized on a weekly schedule, and you are expected to stay engaged with the readings, videos, activities, discussions, quizzes, and assignments throughout the semester.

Each week, you will work through assigned materials in Sage Vantage, an interactive learning platform. Vantage houses all of our textbook content, reading activities, and chapter quizzes. For details on how to register and access the platform, please check the "Let’s Get Started" module on Blackboard.

In addition, I will post a short weekly mini-lecture video on Blackboard to highlight key ideas for the week and share additional context and examples that may go beyond the textbook. Please note that the content covered in these videos may also appear on exams.

Please also note that our readings may not always follow the textbook’s chapter order. To make sure you are completing the correct readings each week, please refer to the detailed course schedule in this syllabus and the weekly modules on Blackboard.

To keep things simple and predictable, we will follow the same schedule every week: our week starts on Monday, and all of your weekly readings, Vantage activities, quizzes, and discussion posts are due by Sunday at 11:59 p.m.

Weekly Routine (Due Sundays)

• Over the course of 12 lecture weeks, we will cover 14 chapters. During Weeks 1 and 2, we will cover two chapters per week. For the rest of the semester, we will focus on one chapter per week.
• Weekly Vantage Activities: Each week, there will be one required Vantage activity, which will be linked in the weekly Blackboard module and graded for completion. You will also see additional interactive activities in Vantage. These are optional, but I strongly encourage you to try them. They can be very helpful for reviewing key concepts, checking your understanding, and reflecting on what you are learning (my personal favorite is the critical thinking checks).
• Chapter Quizzes: At the end of each chapter, you will complete a 15-question quiz built directly into Vantage.

Discussions, Exams, and Projects

• We will have six graded discussions throughout the semester. Your initial discussion posts will be due on Sundays, and your peer responses will be due by Wednesday of the following week, giving you a few days to read and respond thoughtfully to your classmates’ posts.
• We will also have a Midterm Exam on the Monday of Week 7 (Oct 5), and a Final Exam on the Monday of Week 15 (Nov 30). 
• Finally, we have two major milestones: a Midterm Project and a Final Project. In the PR industry, teamwork is key, so both of these projects will be completed in groups. All other assignments in the course are individual work.

Student-Instructor Communication Policy and Response Time

Announcements/Course Messages/Emails

All the communication will be though Blackboard announcement and university emails. Announcements will be posted regularly on Mondays. If you have any questions or encounter any challenges, please do not hesitate to reach out. I will generally respond to Blackboard messages and emails within 24 hours during the week, but please allow 48 hours for a reply. If the email is about an individual question, please include COMM 3322 in the subject line. If the email is about the group project, please include COMM 3322 and the group number in the subject line. You also need to copy all team members in your email or Blackboard messages. Additionally, you should check your Blackboard messages and emails regularly. I generally do not respond to messages or emails during the weekend, nor is it expected that you will respond over the weekend.

Assignments and Assessments

Grades and feedback will typically be provided within one week after assignments are due. For projects or more complex assignments, please allow up to two weeks after submission. Feedback will be provided through written comments and assignment rubrics on Blackboard. Students are expected to review their grades and feedback regularly and use the feedback to improve future work.

Course Communication Guidelines (Netiquette)

There are course expectations concerning etiquette or how we should treat each other online. We must consider these values as we communicate with one another. Visit Instructional Technology and Distance Education Services’ web page on Netiquette for further instruction.

Accommodations/Accessibility Policy

Texas A&M International University seeks to provide reasonable accommodation for all qualified persons with disabilities. This University will adhere to all applicable federal, state, and local laws, regulations, and guidelines with respect to providing reasonable accommodations as required to afford equal educational opportunity. It is the student's responsibility to register with the Director of Student Counseling and to contact the faculty member in a timely fashion to arrange for suitable accommodation. For more information, contact the online at Office of Disability Services for Students (DSS), via phone at 956.326.3086 or by visiting the staff at the Student Center, room 118. A link to the Disabilities Services for Students site has also been included under the "Resources" tab inside the course.

Student Support Resources

The University wishes to have all students succeed in their courses. To provide support to our students, an array of services in the areas of technology support, academic support, student support, and accessibility support may be found at the University. For more information, visit the Instructional Technology and Distance Education Services page on University Resources and Support Services.

Computer/Technology Requirements

When participating in distance education courses, it is vital to consider the technology involved in order to have a successful course. Online students will need regular access to a personal computer that runs on a broadband Internet connection.

It is recommended that you meet the technical requirements listed on the Instructional Technology and Distance Education Services’ webpage when using the learning management system (LMS) of the University.

Additional Hardware. Recently purchased laptops may have these built-in web cameras.  If you do not have this equipment, it is recommended to purchase a stand-alone webcam, microphone, or a webcam with a built-in microphone from your local electronic store or any online store.

NOTE: Instructional Technology and Distance Education Services may check out available webcams to students on a first-come, first-served basis. To check out a webcam, please stop by Killam Library, Room 259, and request an available webcam.

Additional Software. TAMIU Students may access online versions of this software through their Dusty Office 365 account at https://dusty.tamiu.edu/. This site also provides students access to download the Microsoft suite for educational use. See instructions for downloading the Microsoft Office suite.

Note: Students, if you do not own the required hardware or software or do not have access to the Internet, it will be highly challenging for you to make any progress in this class. However, my goal is to assist you in finding solutions and guide you appropriately most of the required materials can either be found free of charge at TAMIU’s library, classrooms, and available computer labs. Visit Media Services’ web page on the availability of on-campus computer labs. In addition, you may also purchase any of these items at any electronic store.

Learning Management System (Blackboard)

Students are provided with an orientation (*eLearning (Blackboard) Student Orientation*) and access to guides on how to use the Blackboard LMS. Guides may be available at Instructional Technology and Distance Education Services' Student eLearning Tutorial Videos page or by contacting the eLearning team at elearning@tamiu.edu.

Minimum Technical Skills Expected

When participating in distance education courses, it is vital to consider the technology involved in order to have a successful course. Students in distance education should have knowledge of basic computer and Internet skills, as mentioned on the Instructional Technology and Distance Education Services’ webpage.

Technical Support Services

Because of the nature of distance education courses, the Office of Information Technology (OIT) computing and information services are vital to the success of online students. This webpage covers contact information for Distance Education Services (Blackboard Support), the OIT Help Desk, and E-mail support: Technical Support Services.

Late Work Policy

Students are expected to submit all assignments by the posted deadlines. Meeting deadlines is an important part of professional communication and public relations work, so please plan ahead and keep track of due dates.

Late assignments will receive a 10% deduction per day after the deadline. Work submitted more than 7 days past the deadline will not be accepted. If you experience an emergency or serious situation that may affect your ability to submit work on time, please contact me as soon as possible.

Course Evaluation

At the end of this course, students are encouraged to complete a course evaluation that will be distributed to them via email and through a course link.

Accessibility and Privacy Statements on Course Technologies

At Texas A&M International University, we believe that all students should have equal technology opportunities in the classroom. These technologies/sites may also require user data, such as the creation of a username and password. You may find the accessibility and privacy policies of the technologies used in this class on the following pages: Accessibility Statements and Privacy Statements.