Jason Loviglio X53259 MCS. Abigail Granger X2041 MCS

Transcription

1 UMBC UGC New Course Request: MCS 388 Modern Public Relations Date Submitted: August 28, 2014 Proposed Effective Date: January 27, 2015 Dept Chair or UPD Other Contact Name Phone Dept Jason Loviglio X53259 MCS Abigail Granger X2041 MCS COURSE INFORMATION: Course Number(s) 388 Formal Title Modern Public Relations Transcript Title ( 30c) Public Relations Recommended Course Preparation MCS 101 or MCS 222 Prerequisite NONE Credits 3 Repeatable? Max. Total Credits 3 Yes x No Grading Method(s) x Reg (A-F) Audit Pass-Fail PROPOSED CATALOG DESCRIPTION (no longer than 75 words): This course is designed to introduce students to the key skills and insights of public relations engagement using traditional and social media in the non-profit, corporate and agency worlds. Students will examine real-life case studies and crisis communications strategies; analyze topical public relations issues; and review the industry's code of ethics. RATIONALE FOR NEW COURSE: MCS majors have been asking for this course for years. They are eager for courses with a direct applied emphasis. And while we continue to emphasize critical thinking, traditional academic writing, media theory, and media history in our core courses, we have seen the benefits of applied skills electives for our students for getting internships and jobs. Also, we have been impressed by the critical connections students have been able to make when moving back and forth from theory-based core courses to more hands-on applied elective courses. In particular, we have been impressed by the work students have done in a special topics version of Modern Public Relations last year. The skills they learn in the course about diagnosing a problem, understanding the needs of a client, understanding the varied strategies needed to reach a variety of audiences all these are important skills that extend beyond public relations to nearly every communication-based profession. In short, we think that training in the skills of public relations, particularly in how to write press releases, is excellent training for students who want to improve their communication skills. Furthermore, we currently have only three MCS courses that count towards Elective Area C) New Media and Applied Communications and our majors need at least two of these to satisfy program requirements. Certificate students need at least three. So it s important that we offer a range of courses with an applied focus that enable students to meet this requirement. While students are able to take electives in other departments and programs, we find that many of our students struggle to find seats in many of these courses.

2 ATTACH COURSE OUTLINE (mandatory): MCS 370 MODERN PUBLIC RELATIONS Paul Eagle Spring 2014 Media & Communication Studies Classroom: Sherman 006 It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently. Warren Buffet "If I was down to the last dollar of my marketing budget I'd spend it on PR!" Bill Gates If you don't tell your story, someone else will. Unknown UMBC

3 Overview of Course This course is designed to introduce students to the new rules of public relations engagement using traditional and social media in the non-profit, corporate and agency worlds. Students will examine real-life case studies and crisis communications strategies; analyze topical public relations issues; and review the industry's code of ethics. The course will also touch on how to find public relations internships, build a portfolio, polish interview skills and apply for jobs in the industry. Required Reading Public Relations: The Basics, by Ron Smith PR Daily News Feed (prdaily.com) One story a week about a brand or person from a major news source (Reuters, AP, Wall Street Journal, Baltimore Sun - traditional or social channels) Follow one brand via social channels Assignments Sharing Stories As the start of each class, except the first and the last, students will hand in a brief summary of the brand they ve been following and/or the PR Daily news, and make at least one solid connection to that week s readings. Students will be graded on the clarity of their writing, their grasp of the latest PR developments under consideration, and their ability to apply the lessons of that week s textbook reading to the news. Press Release: After reading materials distributed, and discussing the features of a good press release, students will write a press release. Release must be at least 250 words and conform to the features mentioned in class and in readings. Mid-term: the mid-term will assess students grasp of the material covered in the class to that point, including the readings in the textbook, online resources, and lecture notes. Students will be asked to analyze a situation and should be prepared to write a prepared statement and a press release based on a fictional set of facts given in the exam. Final Project: The final project will require students to develop a communications/pr campaign and present it to a real-world client. This project will assess the students grasp of the material covered throughout the semester, with an emphasis on research, planning, execution and evaluation. Grades will be based on the following formula

4 Press Release 10% Mid-term 20% Final exam 20% Sharing stories 5% X 10 50% Week 1 Jan 28 Introductions/Expectations PR Overview Assignment: Choose news story and review, choose a brand, sign up for PR Daily News Feed, buy Public Relations: The Basics Week 2 Feb 4 Text Discussion o A first look at Public Relations o What Public Relations Is Not o What Public Relations Is Assignment: Read pages 1-32 in book. Week 3 Feb 11 Guest speaker (media) Text Discussion o The Benefits of Public Relations o The Publics of Public Relations o How Organizations Use Public Relations o Ethics and Professionalism The press release Assignment: Read pages 36-59, write press release Week 4 Feb 18 Review press releases Code of ethics Text Discussion o Modern History of Public Relations o Public Relations Today Assignment: Read pages Week 5 Feb 25 Text Review o Types of Public Relations o Crisis Public Relations Assignment: Read pages

5 Week 6 March 4 Guest speaker (agency) Internships Text Review o Practicing Public Relations Exam prep Week 7 March 11 Exam Text Review o Public Relations Planning: Phase I Assignment: Read pages Assignment: Read pages Week 8 March 18 - SPRING BREAK NO CLASS Week 9 March 25 Gust speaker (non-profit) Text review o Public Relations Planning Phase I & II Assignment: Read pages Week 10 April 1 Text review o Public Relations Planning Phase III Assignment: Read pages Week 11April 8 Text Review o Public Relations Planning Phase IV o Read Week 12 April 15 Careers in Public Relations Writing a resume Week 13 April 22

6 Share stories, discuss PR Daily news feed and brand news Guest speaker (corporate) Resume review Interview tips and techniques Writing your plan Week 14 April 29 Guest speaker (media) Presenting your plan Week 15 May 6 Interviews, resumes and portfolio Prep for Final exam Week 16 May 13 o Prep for Final Exam Please note we are going to have two or three guest speakers in the class and these dates haven t been verified as of yet. For this reason, the syllabus is subject to change. All changes will be announced through blackboard.