Advanced Public Relations

CAS269

Spring 2006

 

Instructor: Nancy Ford

Phone: 312.415.8681

Email: fordcom@comcast.net

 

 


Course:                       Advanced Public Relations

Prerequisite:               Fundamentals of Public Relations

 

Meeting Time:            Tuesdays 7-10 p.m.

Meeting Place:           Lewis 130

 

 

Course Description

 

Students will advance skills acquired in CAS 268, learning and using a three-step process to build a public relations program for a local nonprofit organization, Hephzibah Children’s Association.  Students will work together in “agency” teams to develop and present a full-scale PR campaign to the “client” at the end of the semester.  Class time will be devoted to case study review and application, case exercises, lectures/discussion, guest speakers and evaluation of PR in media coverage, as well as ongoing program development with teammates.  Outside of class time, students will be expected to read course materials, complete assignments and develop their campaigns, both individually and collaboratively.

 

Textbook and Other Instructional Materials

 

-         CAS269 Course Packet (Instructor will provide reading materials for each class.)

-         Students are expected to come to class prepared to discuss current events (media coverage) as they relate to public relations.

-         The Associated Press Style Book (AP Style must be used for all writing assignments.)

 

Course Objectives

 

1.      To understand the concepts of effective public relations planning and practice.

2.      To analyze public relations case studies and the underlying strategies and tactics applied.

3.      To apply knowledge learned in class to public relations issues in current events and recommend solutions to current public relations problems.

4.      To apply knowledge learned both in and out of class to hands-on projects.

5.      To improve writing skills, a critical element in the public relations profession.

6.      to gain experience in group decision making and teamwork

7.      To prepare students for the ethical practice of public relations in today’s fast-changing world.

Course Calendar – Spring 2006 - subject to change throughout the semester as we progress in our team projects and as world events unfold.
 
 

Date

Topic

Assignments – in addition to weekly readings and tracking PR in the news

Jan. 17

Class 1

·         Introductions and Expectations

 

·         Information-Gathering

 

·         Review PR Fundamentals

 

 

Jan. 24

Class 2

·         Nonprofit Organizations:

- role of PR

- basic needs of nonprofits

 

·         An Overview of the PR Campaign – PIE Chart

 

·         Project Teams

 

 

Jan. 31

Class 3

·         Five Steps of Planning

 

·         Planning Step 1:  Background Research and Priority Audiences

 

·         Preparation for Initial Client Meeting - at Hephzibah

 

Prepare for Client Meeting

Feb. 7

Class 4
  • Initial Client Meeting at Hephzibah

- 946 N. Blvd., Oak Park

- 708-386-8417

 

Assignment #1 due –

Client Insight Questionnaire

 

Feb. 14

Class 5

·         Planning Step 2:  Goals & Objectives

 

·         Planning Step 3:  Primary Research

 

·         Agency Activity:  Situation Analysis

            - synthesize Client Input and

              Background Research, and Priority

              Audiences

 

Finalize Situation Analysis, Priority Audiences, Goals & Objectives

 

Finalize Primary Research Recommendations

 

 

Feb. 21

Class 6
  • Planning Step 4:  Messages & Themes

 

  • Agency Activity:  Articulate Messages & Themes

 

Refine Messages & Themes

 

 

 

Feb. 28

Class 7
  • Planning Step 5:  Strategies & Channels

 

  • Agency Activity:  Determine Strategies & Channels

Refine Strategies & Channels

 

 

 

March 7

 

 

 

No Class – Spring Break

Assignment #2 due next week

March 14

Class 8

·         Three Areas of Implementation

 

·         Implementation Part 1:  Media Channels

 

  • Class Activity:  What’s News?

 

  • Agency Activity:  Media Tactics

 

 

 

 

 

 

Assignment #2 due –

 

“Planning” Phase proposal draft:

- Situation Analysis

- Priority Audiences

- Goals & Objectives

- Primary Research Recommendation

- Messages & Themes

- Strategies & Channels

 

Refine Media Tactics

 

March 21

Class 9
  • Client Feedback – Planning Phase

 

  • Implementation Part 2:  Non-Media Channels

 

  • Creative Brainstorming

 

  • Agency Activities: 

- Finalize Media Tactics and prepare 

   samples

- Determine Non-Media Tactics

 

Refine Non-Media Tactics

 

 

 

March 28

Class 10
  • Implementation Part 3:  Logistics

 

  • Agency Activities:  Finalize Non-Media Tactics, Determine Logistics

 

Finalize Logistics

 

April 4

Class 11

·         Evaluation

 

  • Agency Activity: Determine Evaluation process

 

 

Assignment #3 due –

“Implementation” Phase Proposal Draft

 

Finalize Evaluation process

 

 

April 11

Class 12

·         Ethical Considerations

 

·         Presentation Tips

 

·         Agency Activity: Client Presentation Production

 

Assignment #4 due –

“Evaluation” Phase Proposal Draft

 

Finalize Client Presentation

 

 

 

April 18

Class 13

·         Agency Activity – Client Presentation Practice & Production

 

Finalize Client Presentation

April 25

Class 14

·         Client Presentation Practice & Production

 

 

Final Project Part One due –

Final Presentation:  hard copy and supporting materials

May 2

Class 15

·         Client Presentations

Final Project Part Two due –

Final Presentation to Hephzibah

 

Course Grade Computation

 

 

Individual Writing Assignment –

 

#1 = Client Insight Questionnaire…………………………………………………….10%

 

 

Team/Agency Writing Assignments –

 

#2 = “Planning” Phase Proposal Draft………………………………………………..15%

 

#3 = “Implementation” Phase Proposal Draft………………………………………...10%

 

#4 = “Evaluation” Phase Proposal Draft……………………………………………...10%

 

 

Final Project –

 

Part One – hard copy and supporting materials………………………………………15%

 

Part Two – presentation to client……………………………………………………...15%

 

 

Individual Contribution to Team/Agency…………………………………………….10%

 

Attendance/Participation……………………………………………………………...15%

                                                                                                                                   

                                                                                                                  TOTAL      100%             

 

Grading Standards

 

A – Writing and/or speech is clear and organized coherently. The paper, or presentation effectively covers the topic. It follows proper format and AP Style, and has no spelling, grammar, format, or accuracy errors. Oral presentations cover all points persuasively and clearly.

B – Writing and speech are cohesive and well organized, although the work may have some minor spelling or grammatical errors. It covers almost all the important information and follows proper format. Presentations cover all points, but there may be some minor gaps or problems with clarity in response to questions.

C – Papers are disorganized and contain many minor errors, with some pertinent information missing and problems with formatting. Presentations have some major gaps, and explanations are somewhat muddled.

D – The paper ineffectively discusses the topic; it is not coherent or understandable. It contains an unacceptable number of spelling, grammar errors and/or inaccurate information or does not follow proper format. Presentations are very muddled with many major gaps.

F – The paper contains major factual errors related to the topic. The information presented is completely incorrect. The paper does not meet the requirements in page length, focus or format. Presentations are incoherent.

 

Course Policies

 

Attendance and Lateness

 

Regular attendance and participation are essential in this course. The course will be highly discussion-oriented, and because of this poor attendance/and or participation will directly affect your course grade.

 

Class Participation

 

The learning process is a partnership between the student and the instructor. As such, it requires that you keep up with readings and are prepared to discuss readings in class.

 

Assignments

 

Assignments are due at the beginning of the class period in which they are due. After this time, they are considered late. Late assignments (without prior permission) will be marked down one letter grade each class period. You are always welcome to email your assignments if you are unable to attend class

 

Format

 

All written work must be in AP style, typed, double-spaced and in a reasonable 12-point font.

 

Classroom courtesy

 

Please turn off all cell phones and pagers prior to the start of class. Guest speakers will come to class as their schedules permit. You will be given as much advance notice as possible. Kindly give them your full attention and treat them respectfully.

 

Academic Integrity

 

Using material from others without proper citation is plagiarism. Papers with plagiarized material will receive a zero. In other words, do your own work. (Refer to the Policies and Procedures section of your Student Handbook for detailed information regarding academic integrity.)