Required Text The New Rules of Marketing & PR by David Meerman Scott (third edition)

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1 New Media and Public Relations Hamilton Holt School, Rollins College COM (4 credit hours) Summer 2012 Tuesday AND Thursday evenings; 6:00 pm - 9:10 pm Location: 170 West Fairbanks, Room 107 Adjunct Professor Jodi Harrelson Phone: (321) New Media in Public Relations Marketing works on selling the product, while Public Relations (PR) works on selling the company so the customer can know it and trust it. Today, Public Relations professionals maintain company visibility, public awareness, and continuously enhance the company image through the use of advanced media. This course will explore the newest Public Relations practices, including blogs, wikis, and social media (i.e. Facebook, and Twitter) to deconstruct the communication and business impact of these techniques. Social = connections between people Media = vehicles for sharing information Required Text The New Rules of Marketing & PR by David Meerman Scott (third edition) Since the topic of this class is a relatively new practice in the corporate world, we will also create a mini text book collaboratively in the form of a wiki. This wiki will explore online articles and case studies, theorize about the effect of social media on PR, and apply PR theory to current social media PR applications. The goal is to create a comprehensive resource on social media and PR for both our class and anybody out there interested in the topic.

2 Course Preparation Requirements and Grading Students will read assigned chapters from the book as well as assigned articles, blogs, YouTube videos, etc. and will attend class prepared to ask questions and discuss the assigned topics. Students have the responsibility for reading and raising questions to clarify any areas needing further explanation. Lectures will highlight the main concepts that the student has read or viewed. Required assignments, whether they are graded or not, must be completed and handed in on time or two points will be deducted every 24 hours off the mid-term or final exam. There are two required exams, the mid-term and the final, a required case study, a required final task force project and several required un-graded projects. Attendance is required (see policy below). For this four credit course, you may expect to spend an average of approximately 3-4 hours per week on reading, studying and assignments outside of the normal class meeting times. Group Social Media Case Study Used For PR (20%) Select a company of your choice that has more than one popular and active social media modality and have it pre-approved by the professor. Write a 3-5 page case study, citing at least five sources to support the necessary research, detailing how the company is leveraging social media networks to reach a broader customer base and enhance its publicity efforts. Your citations should include article title, page numbers, author, publisher, year of publication. You may use a company web site, company blog, public marketing materials, interviews with key personnel and so on. Your paper will be graded on its presentation of the topic, the support materials cited, the organization, strength of structure, grammar, demonstration of critical thinking, reflection about the topic, proofreading for spelling and punctuation. You should include an analysis and an approach to the topic that shows a clear understanding of the topic based on your research and your thoughts about it. A paper that addresses the assignment but does not go beyond it in any significant or thoughtful way will receive a grade of C. An above average paper will receive a B and will demonstrate a complete understanding of the topic and assignment, adhering to good writing principles both grammatically and structurally conveying purposeful thoughts, not just a review of materials read. An A paper addresses the assignment carefully and thoughtfully, going beyond material read and cited to include original thoughts, critical thinking and reflection that is clearly outstanding. It must be a solid piece of writing with sincere analysis and structurally strong. This paper will allow you to gain a deeper understanding of social media modalities and other topics of interest in public relations. Please note that the Department of Communication regards high ethical standards and a clear sense of academic responsibility as essential to the learning environment. Mid-term and Final Exams (25% each) These multiple choice and short answer essay exams cover material from the text as well as class discussions and wiki readings/discussions.

3 Social Networking Taskforce Paper and Presentation (25%) Your choice of company or organization is considering ways to publicize its news, assuring its long-term clients and investors that the social networking campaign will exceed ROI expectations. In addition, the company wants the opportunity to interact with its clients in a controlled environment, field questions from customers, and survey reactions to the news. The current ideas being considered to publicize the news are through the use of a wiki, a blog, twitter, or a podcast or some combination of those modalities. Your group (the Social Networking Taskforce) will research each modality and present analysis and recommendation to your company in an 8-10 page paper. In addition, your group will prepare a graphical presentation of the project for the company s executive committee which will be presented as a group to the class. In performing your analysis, be sure to consider the following: -The advantages and disadvantages of each modality. -The type of information that each modality can effectively convey. -Necessary hours spent by internal PR staff (start-up and ongoing) -How users will experience each modality -Tracking methods and analysis that show direct results Questions will be asked after the presentation, be well prepared. Grading will include: a demonstrated understanding of the modalities and the public relations strategy behind the technology, presentation/communication technique, explanations of why tactics were suggested, spelling, grammar, examples fully explained, ability to set specific and measurable objectives and list evaluation techniques. Participation (10%) During each class, you are expected to be actively engaged in the activities and discussions. You will need to come to class prepared to engage in, and must contribute to, discussions and activities based on the topics and objectives of the week in a substantive manner. Grading Social Media Case Study: 20% Mid-term Exam: 25% Social networking Taskforce Paper: 20% Final Exam: 25% Participation: 10% The following grade scale will be used in this course: : A 73-76: C 90-93: A : C : B : D : B 63-66: D 80-82: B : D : C+ 59 or below: F Academic Honesty Please note that the Department of Communications regards high ethical standards and a clear sense of academic responsibility as essential to the learning environment. The nine Academic Honor Code violations are as follows: plagiarism, cheating, unauthorized collaboration, submission of work prepared for another course, fabrication, facilitating

4 academic dishonesty, violation of testing conditions, lying and/or failure to report an Honor Code violation. Faculty Availability Since I am an Adjunct Faculty member and do not have office hours on campus, I will be available by appointment only. If you have questions or do not understand what you re reading, please don t wait until the final exam to ask! Oftentimes students consult classmates for explanations which typically results in more confusion and anxiety. I am here to help you. is usually the best or a brief phone call. Attendance Ungraded Assignments and Participation (10%) -- Regular and punctual attendance is expected. Since many of the substantial aspects of the subject will be covered in each class, attendance at all scheduled class meetings is required. It is suggested that no more that the equivalent of two classes be missed (this includes partial classes), especially since each class meeting is like a week s worth of classes. You should leave me a phone message or send me an if you are unable to attend all or part of a class. It is your responsibility to get missed notes from a class member. Excessive absences (more than the equivalent of two classes) will reduce your final grade by a full letter. In order to fully participate in class with thoughtful questions and helpful discussion examples, it is expected that you will read the assigned chapters and be prepared for class discussion. Your contribution to class discussion is important, as well as your ability to draw upon what you read and understand. I encourage you to initiate pertinent conversations, ask questions, comment on the readings and engage in a lively intellectual exchange. Several ungraded assignment such as news releases are required to be handed in on time and will be graded Satisfactory or Unsatisfactory. These assignments help you develop practical skills in pr and will introduce important topics or enhance what you have read. All unsatisfactory assignments should be resubmitted until satisfactory. Any missing assignments will reduce your final grade by a full letter grade. In-class computer use You may use a computer to take notes in class. However, in-class computer usage is restricted to taking notes about this particular class unless otherwise instructed by the professor. Writing papers for other classes, surfing the Internet, checking , visiting Facebook, or other such distractions are prohibited. If you choose to take notes on a computer, you will need to enter your notes directly on the Blackboard (if you wish to share them with the class) or in a Word processor (if you don t wish to share them) and organize how you wish at the end of class. Any other device that connects to the Internet is not allowed during class. Recommended readings to keep up with social media technology -PRSA is a community of more than 21,000 public relations and communications professionals across the United States, from recent college graduates to the leaders of the world s largest multinational firms.

5 -Ragan s PR Daily is a one-stop shop for news on public relations, marketing and social media. The Web site, updated Monday through Friday, features headlines, captions and links for the day's Top Stories - and some exotic ones from the Web's deepest depths - for PR professionals and marketing communicators. -The New York Times Thursday editions are great for technology news. You can get it online for free. You'll have to register, but there is no charge for access. -Wired, a monthly magazine. It sometimes contains more attitude than substance but is often thoughtful and thought provoking. -Any computer magazine, such as PC Magazine will help you understand the most recent computer marketplace and where we are heading. STUDENTS WITH DISABILITIES If you are a person with a disability and anticipate needing any type of academic accommodation in order to participate in this class, please make appropriate arrangements with Gail C. Ridgeway, Disability Services Coordinator, who can be found at the Thomas P. Johnson Student Resource Center: (407) , Requests for accommodations must be made as early as possible in the semester. THE ACADEMIC HONOR CODE Membership in the student body of Rollins College carries with it an obligation, and requires a commitment, to act with honor in all things. The following pledge is a binding commitment by the students of Rollins College: The development of the virtues of Honor and Integrity are integral to a Rollins College education and to membership in the Rollins College community. Therefore, I, a student of Rollins College, pledge to show my commitment to these virtues by abstaining from any lying, cheating, or plagiarism in my academic endeavors and by behaving responsibly, respectfully and honorably in my social life and in my relationships with others. Students shall add to all papers, quizzes, tests, lab reports, etc., the following handwritten abbreviated pledge followed by their signature: On my honor, I have not given, nor received, nor witnessed any unauthorized assistance on this work. Professor Good's Class Pledge and Teaching Philosophy In order to foster a challenging intellectual experience in this course, I have joined a number of other Rollins faculty members in a commitment to the following principles: I. Believing that my high expectations are an indication of my respect for you and for your capacity to work at a level of excellence, I will follow these classroom policies. I will consistently use a grading criteria for written assignments and communicate this each semester in my syllabus.

6 II. Recognizing that the work done in class is only a small part of your acquisition of an education, I will design relevant and challenging assignments for this course. Please plan to spend an average of two hours outside of class for every hour in class in ways that will enrich your experience. I encourage you to be thoughtful in your selection of projects to maximize and personalize these learning objectives. III. Your attendance and participation in class not only increases your learning, but it also creates a richer learning community. I will faithfully enforce the attendance policy stated in my class syllabus. IV. Recognizing that college graduates must be able to communicate clearly and effectively, I will not assign A s or B s to papers marred by an accumulation of the grammatical errors, which are so serious that they are usually seen as the markers of an uneducated writer. V. In fairness to all students in the class and with the knowledge that, in the world beyond college, workers are expected to meet deadlines even in the absence of ideal circumstances. I will faithfully enforce the policy concerning late work stated in this syllabus. VI. I will assign evaluated work throughout the term; I will treat your work seriously and will respond to it as the serious endeavor of a serious student. You can expect a timely response from me on all graded work assignments. VII. Knowing that ultimately your education is what you make it, I will encourage you to come to class prepared; I will encourage you to initiate conversations, ask questions, and comment on the readings and other assignments; I will encourage you to engage your classmates in lively intellectual exchanges. NOTE: AS SITUATIONS CHANGE, THIS SYLLABUS AND SCHEDULE MAY CHANGE. IF SO, YOU WILL BE GIVEN ADEQUATE TIME TO ADJUST. Hamilton Hamilton Holt School, Rollins College -- Hamilton Holt School, 203 E. Lyman Ave. Winter Park, FL

7 NEW MEDIA & PUBLIC RELATIONS COURSE SCHEDULE Classes begin: Tuesday, May 15 Classes meet: May: 15, 17, 22, 24, 29, 31 (TV STUDIO TOUR) June: 5, 7, 12 (GUEST SPEAKER GREEN HOUSE SOCIAL MEDIA),14, 19, 21 Classes end: Thursday, June 21 ****************************************************************************************************************** CLASS 1 - May 15 Introduction to course syllabus, requirements, schedule, etc. Definition of public relations and social networking/social media. Introduction to impact of Consumer Electronics Industry and influence on New Media and Public Relations. Group exercise in new PR activities to replace old. Reading Assignment for next class: Forward Welcome and Introduction and Chapter 1, New Rules of Marketing & PR Social Media Websites (see Blackboard) Wiki Page registration Create blog CLASS 2 - May 17 New media impacts PR practices. How does this differ from traditional PR activities? Examples of newly created or revamped PR (digital / interactive PR) and their responsibilities. PR as part of the communication process. Choose a company for your Social Media Case Study (must be approved by professor.) due February 14. Reading Assignment for next class: Chapter 2, 3 and 4, New Rules of Marketing & PR CLASS 3 - May 22 When and how PR changed. New communication channels and tracking. An overview of the growing digital profession and its new accountability methods. How functions define the profession. Internal departments for PR functions; agency structures and external consulting. Be prepared to discuss progress on Social Media Case Study and Research. Reading Assignment for next class: Chapters 5, 6 and 7, New Rules of Marketing & PR CLASS 4 - MAY 24 TVSTUDIO TOUR Ask questions on PR & Social Media Plan, Crisis communications or other important media trends broadcast television. Digital newsroom Vs. traditional newsroom. Combined or separate in local media organizations. Reading Assignment for next class: Chapters 8, 9 and 11, New Rules of Marketing & PR, CLASS 5 - May 29 Social Media Case Study Used for PR due (20% of grade). Present Case Studies minutes per group Social media changes PR and marketing practices. Networking, transitioning, digital and virtual PR, Blogs, blogs, blogs and New rules for reaching the Media. Reading Assignment for next class: STUDY FOR MID TERM

8 CLASS 6 - May 31 Mid-term Exam on chapters 1-11 (25% of grade) Reading Assignment for next class: Chapter 12, 13 and 14, New Rules of Marketing & PR CLASS 7 - June 5 Social Media Releases, Media List, Evolving electronic media and the power of publicity. Elements of social media/social networking. Evaluating what works. Community relations expectations and emphasis by companies. Publicity techniques using social media newsrooms, instead of traditional reporter oriented newsrooms. Start on assignment: Final Project -- Social Networking Taskforce Paper and Presentation Classroom assignment: Media Contacts Database Reading assignment for next class: Chapters 15, 16, 17, New Rules of Marketing & PR CLASS 8 - June 7 Differences and similarities to the new media channels, more than six discussed. Targeting audiences and tracking all types of information. What does this new power mean for PR and communication? Be prepared to discuss rules and blending of old and new. Reading assignment for next class: Chapters 18, 19, 20, New Rules of Marketing & PR CLASS 9 - June 12 GUEST SPEAKER GREEN HOUSE SOCIAL MEDIA AGENCY Classroom assignment: Task Force Paper Outlines Reading assignment for next class: Chapters 21, 22, 23, New Rules of Marketing & PR CLASS 10 June 14 All students should have turned in a brief outline of their Social Networking Taskforce research and measurable objectives. Audience Reach. Trust and truths in SM. The news hook in electronic news releases and media kits. Integrated social media communications. Public relations, marketing and advertising. Portfolio development and the importance of internships. Be prepared to discuss any assigned articles. Reading assignment for next class: Chapters New Rules of Marketing & PR CLASS 11 - June 19 Review Online Media Rooms. Print media/electronic media. The news release format and inverted pyramid style. Discussion of news releases and their role in the new social media kit. What typically makes up a media kit? Be prepared to discuss any assigned articles. Classroom assignment: News Release & Media List on Wiki Page Reading assignment for next class: Acknowledgements and Previews, New Rules of Marketing & PR CLASS 12 - June 21 Final Exam (25% of grade) NOTE: AS SITUATIONS CHANGE, THIS SYLLABUS AND SCHEDULE MAY CHANGE. IF SO, YOU WILL BE GIVEN ADEQUATE TIME TO ADJUST. Hamilton Hamilton Holt School, Rollins College -- Hamilton Holt School, 203 E. Lyman Ave. Winter Park, FL

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