Welcome, COMM 438 and COMM 538!


Welcome to Public Relations Cases and Campaigns,  fall semester with Jannet Walsh!

“Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.”  From “Cutlip and Center’s Effective Public Relations,” page 2, 11th edition, by Glen Broom.  See also, APR Study Guide, page 16.

Here’s a few links you will want to become familiar with for COMM 438 and COMM 538!

Class Website

Husky Agency

Schedule and Syllabus

Class Facebook page

Required Textbooks

(Total of Three)
Public Relations Cases, Ninth Edition, Jerry A. Hendrix, Wadsworth Publishing Company, Belmont, California, 2013. (ISBN: 978-1111344429)

 The Associated Press Stylebook and Briefing on Media Law,

2017 Edition.  ISBN: 978-0-917360-66-4

Wait, How Do I Write This Email?, Danny Rubin,  2016 Edition,  ISBN: 978-0996349925, Visit author’s website


Required Digital Storage – You are required to provide additional digital storage.  See details in the class syllabus under the heading Digital Storage for Class Projects.

D2L – The class D2L page is ready.  There you will find  documents you will need.
D2LscreenshotCOMM 438

First Assignment
See details in the syllabus, page 13.

The Four Step Process for Public Relations
Different organizations and different authors use different acronyms:
RACE (Research and planning, Action, Communication, Evaluation)
ROPE (Research, Objectives, Programming, Evaluation)
RPIE (Research, Planning, Implementation, Evaluation).

Whatever you call it, public relations planning addresses these four topics:

  • Research/analysis of the situation 
  • Planning, goal/objective setting
  • Implementation/execution/communication
  • Evaluation

Learn more about the Four Step Process for Public Relations
 See also, APR Study Guide, page 20.

I’m looking forward to an exciting semester!

Best wishes,

Jannet Walsh