Instructor: Michael E. Norris, Ph.

D
Phone: 972-398-4252 (office)
214-693-4870 (cell)
E-mail: mikenorris2006@sbcglobal.net

Public Communication Theory

AMS 3314
Fall 2006-07
7 p.m. to 9:45 p.m. Thursdays
August 17 to November 7

Description

This course examines how governments and private organizations present themselves,
centering on the question of how the communication strategies of private organizations
and public agencies differ from each other or resemble each other.
We will examine the tools available to those groups and individuals charged with making
public representations for those groups, the kinds of communication needs and situations
they must address, and the characteristics of successful communication plans.

Objectives

By semester’s end, students should be able to: (1) demonstrate mastery of communication
theories; (2) understand how an organization can apply these theories to achieve its goals;
and (3) set goals and design a communications plan to meet them.

Format

Thorough preparation and active, thoughtful participation will help you complete this
course successfully. Come to class prepared to discuss critically what you have read and
apply it to the topics at hand. Participation and attendance are parts of your final grade
since they are required to complete the course requirements.

Texts

Griffin, Em. A First Look At Communications Theory (with Conversations with

Communication Theorists 2.0) (McGraw-Hill, 2005)
ISBN: 007321518X

Gladwell, Malcolm. The Tipping Point: How Little Things Can Make a Big Difference
(Little, Brown and Company, 2002)
ISBN: 0316346624
Grades

Class participation (25 percent): Students demonstrate knowledge of assigned readings

by relating them to topics under discussion. Includes weekly reaction papers of one or
two pages.

Mid-term exam (25 percent): True-false, multiple-choice and short essays covering
material in readings and lectures.

Final exam (25 percent): Open book and notes allowed. Students will be asked to analyze
critically situations, using their knowledge of assigned readings, lecture content and any
relevant research.

Team project (25 percent): Each student will work as a member of a team that produces
and presents a communication plan, complete with the rationale for its strategies, for a
public or private group.

Class policies

Please turn off all electronic devices as a courtesy to your fellow students.
Tests will be taken on the designated dates. Makeups are allowed only in cases of
verifiable medical emergencies (doctor’s note).

Course schedule

Topic Readings

8/17 Introduction/syllabus

8/24 Defining a public Griffin: 1, 2, 3, 4

Gladwell: Chapter 1

8/31 Communication plan Griffin: 5, 6, 7, 8

Gladwell: Chapter 2

9/7 Media Griffin: 9, 10, 11, 12

Gladwell, Chapter 3

9/14 Voters Griffin: 13, 14, 15, 16

Gladwell, Chapter 4

9/21 No class

9/28 Mid-term exam

10/5 Internal communications Griffin: 17, 18, 19, 20

 Gladwell, chapter 5

10/12 Causes Griffin: 21, 22, 23, 24

Gladwell, chapter 6

10/19 Crisis management Griffin: 25, 26, 27, 28

Gladwell, chapter 7

10/26 Team project assignments Griffin, 29-36

Gladwell, chapter 8

11/2 Team project preparation

11/9 Team project presentations

11/16 Team project presentations

11/23 Thanksgiving

11/30 Final exam