Debra Davenport 06/01/06
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Managing Perceptions
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Debra Davenport, professor of LMU's "Principles of Public Relations" course, teaches students how to communicate in a media-driven society.
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"There are a lot of folks out there who call themselves public relations practitioners," says Davenport [CFA '77, MA '81], "when in fact, truly they are publicists."
If that distinction is lost on members of the LMU community, it shouldn't be.
And it certainly won't soon be for students who enroll in "Principles of Public Relations," the Communications Studies Department course that Davenport debuted last spring and will teach again this fall.
For the record, a publicist merely attempts to create a positive perception for his or her client.
"The role of public relations is much broader than that," Davenport says. "I really view P.R. as a social science. I think what we're really looking at is analyzing perceptions, attitudes and behaviors of society as a whole, and then using scientific principles to communicate key messages effectively."
Davenport's curriculum leans toward that sort of "perceptual management," as she suggests proper P.R. be renamed.
Davenport teaches her students about theory, strategy, media relations, marketing, advertising, and corporate communications. They receive media training and learn to pitch ideas. They work in teams, same as in the business world. And they connect with companies, organizations, and individual clients in order to formulate a P.R. plan.
Students are expected to produce a portfolio that showcases the various pieces of work he or she has done, including an electronic press kit, a public service announcement, and a press release.
Davenport has practiced her craft for 25 years. She’s written for publications, done voice-over and spokesperson work, created a certified professional mentor program, and has taught elsewhere prior to her current stint at LMU. Turns out this is a collegiate homecoming – Davenport holds a bachelor’s degree and a master’s degree in communication arts from LMU.
"This is my return to the university," Davenport says. "It's great to be back."