Reputation Management Course Number Summer 2014 MPPR-815 May 21 - August 6 Wednesdays 6:00-9:20 p.m.

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1 Georgetown University School of Continuing Studies Public Relations and Corporate Communications Reputation Management Course Number Summer 2014 MPPR-815 May 21 - August 6 Wednesdays 6:00-9:20 p.m. Instructor Nancy Payne I will not hold regular office hours, however I am available before or after class by appointment or other scheduled times during the week. The easiest way to reach me is by cell phone or . I will do my best to get back to you within 1-2 days. Course Description A company's products, consumer perception, customer relationships, corporate citizenship, brand identity, employees and leadership drive its reputation. A critical asset to any organization, reputation is difficult to control- and when damaged, can have tangible financial consequences. In a digital world, corporate leaders are challenged more than ever to manage all of the elements that make up reputation. This course will help students answer the question: What is the role of communications in the corporate reputation ecosystem? During the semester, students will gain a deeper understanding of reputation influencers, the techniques and assets for reputation management, and practical impact measurement tools. Using real-life case studies to drive discussions in class, students will learn how to build practical and integrated programs that help harness this oftenintangible asset called reputation, creating real value for corporations and leadership teams. Required Text: Reputation Management 2 nd Edition (Routledge, 2011); John Doorley and Helio Fred Garcia. ISBN 13: (pbk), $31 used or $35-58 new. Additional Readings: Instructor will suggest readings outside of the required text such as the Reputation Rules blog [ by Prof. Daniel Diermeier. All other materials will be readings available on our class website and materials shared in class. You should frequently check our class on Georgetown s Blackboard site for updates. Students are also encouraged to share relevant readings as appropriate. Course Outcomes Students will: Analyze the impact that reputation has on achieving organizational objectives. Gain a broad understanding of how reputation management fits with major disciplines of corporate & organizational communication. Develop individual and team projects based on trends and good practice in reputation management.

2 Formulate a plan to enhance or restore a real organization s reputation using practical tools and tactics. Demonstrate competence in applying reputational considerations into a strategic communication program. Instructor Philosophies/Beliefs Learning is a collaborative activity. Students in this class are expected to take part in classroom discussion and other experiential activities. Only a quarter to one third of the class will be conducted in lecture format. Because we will discuss cases that have gained media and public attention, students are expected to be news consumers throughout the duration of the course. Some assignments may require students to use news or other content to lead class discussions. Robust debate and sharing opinions are encouraged, but please respect and try to understand others viewpoints. Attendance All students are expected to attend all classes. In the event that you must miss class, please notify instructor as soon as possible via . Students who miss class are still responsible for the work and information missed. Missing more than two classes will result in a final grade reduction of one level (for example, an A will be converted to an A-). Absences for classes, beyond the initial two, will result in further reduction of the final grade. If you are absent for more than four classes, you will be in danger of failing this course. Mobile Devices Please turn all mobile phones off during the class. Taking notes on laptops or tablets is fine but you should be taking notes, not reading , browsing, messaging, etc. Georgetown University Honor System Students are expected to abide by the Georgetown University Honor System. If you have not already done so, please familiarize yourself with the material and information posted at Georgetown University Honor Pledge In the pursuit of the high ideals and rigorous standards of academic life, I commit myself to respect and uphold the Georgetown University Honor System: to be honest in any academic endeavor, and to conduct myself honorably, as a responsible member of the Georgetown community, as we live and work together. Plagiarism Guidance on plagiarism is available through the Georgetown University Gervase Programs at If you have any doubts about plagiarism, paraphrasing and the need to credit, see Resources Georgetown has many resources to support you in your studies. 2

3 Georgetown University Writing Center: Please contact the Writing Center for support in preparing your written assignments. The SCS Writing Center is located in SCS Student Services Suite C106. Students can make appointments at writingcenter.georgetown.edu. The main campus Writing Center staff is located in Lauinger Library, 217A or at or Academic Resource Center: If you believe you have a disability, please contact the Academic Resource Center before the start of classes to allow their office time to review the documentation and make recommendations for appropriate accommodations. If accommodations are recommended, you will be given a letter from ARC to share with your professors. You are personally responsible for completing this process officially and in a timely manner. Neither accommodations nor exceptions to policies can be permitted to students who have not completed this process in advance. The Academic Resource Center (ARC) offers an array of academic support services, including study skills workshops, individual consultations and tutoring. If a student is experiencing challenges with their coursework, they are encouraged to consult with an ARC administrator who will be able to address their individual needs and outline a plan of action. The contact information for the SCS ARC is: C129; ; arc@georgetown.edu; The main campus ARC s contact information is: Leavey Center, Suite 335; ; arc@georgetown.edu; Course Requirements and Evaluation Assignments : each student will be expected to bring in at least one example of relevant content (story, blog post, video, etc.) and explain rationale to generate class discussion. Due: as assigned (these will stagger over several classes) Social media analysis: Compare / contrast two organizations of students choosing on effective online reputation management vs. poorly executed organizations. Due: June 11 Crisis Scenario: Simulation and war room planning. This will involve a simulated crisis situation with students playing assigned roles on a response team. Grades will be determined by active participation. Comprehensive reputation management plan: Students will form groups to act as a consultant team to an organization of your choosing. You re expected to use practical application of topics discussed in class to plan an overarching program that includes audiences, measurable objectives, strategies, tactics and relies on research to inform the planning process. An evaluation component must also accompany the program. Instructor will discuss assignment in greater detail during the June 11 class. Due: July 30 Presentation of plan: Students will also be expected to present plans as teams. July 30 and Aug 6 3

4 Point Allocation 1 Student Sharing 20 1 Social Media Analysis 40 Crisis Scenario 20 Reputation Management Plan 50 Team Presentation 50 Overall Participation 20 Total 200 Grading A % A % B % B % B % C % F % Class Schedule May 21 What is reputation? Why does it matter to an organization? Introductions Review syllabus, class expectations Define your own reputation Review definitions and how reputation guides individual actions Read Reputation Management, Chapter 1 May 28 Managing Reputation: Who is responsible? How does it fit into business/organizational objectives? June 4 Media & Influence on Reputation Lecture/Discussion: Reputation + Relationships; examination of Edelman s Public Engagement Model Lightening Round: Class most admired organizations list Read Reputation Management, Chapter 3 & Chapter 4 Lecture/Discussion: Challenges and realities of a constant news cycle; opportunities for content creation. How Organizations Use Social Media Read Reputation Management, Chapter 9 4

5 June 11 Reputation and the Global Audience Lecture/Discussion: What does it mean to be global? What are similarities and differences of how people perceive reputation in other parts of the world? Read Reputation Management, Chapter 11 Read Business Insider article, The 5 Biggest PR Blunders Of 2013 from Prof Paul Argenti June 18 Managing Issues Lecture/Discussion: What key reputation issues and influencers might you need to consider for your organization? Student assignment due Social media analysis Read Reputation Management, Chapter 12 June 25 Crisis Communication and the Effect on Reputation July 2 Research: Measuring Reputation Guest speaker (TBD) Scenario based crisis response simulations TBA research focus Lecture/Discussion: Establish research baseline Research methods for effective evaluation Read Reputation Management, Chapter 7 July 9 Corporate Citizenship Beyond Philanthropy Guest speaker TBD 5

6 Read Reputation Management, Chapters 6&8 July 16 Audience Always Matters Tailoring a Universal Message to Specialized Audiences July 23 Communicating within your organization Lecture/discussion: Segmenting audiences Read Reputation Management, Chapter 5 Lecture/discussion: Comparing internal vs external communications: the value of aligning internal and external messages. Finalize plans and presentations July 30 Final presentations Written portion due for all groups. Group presentations to follow this and last class sessions. Groups to consist of 3-4 people, depending on class size. (I ll work with you to schedule the best possible days for each group). All students expected to attend both sessions to offer input, ask questions and hear about other approaches. August 6 Final presentations Course evaluation Writing basics The skill of writing is to create a context in which other people can think. -Edwin Schlossberg In the world of public relations, writing serves as a guide or context to how people think about your organization, company or issue. Yet many people ignore the basic skills of writing to communicate an idea. While the above quote offers the justification to why we ll dedicate an entire class to the topic of writing, the following quotes get to the nature of what we ll actually convey: 6

7 Say all you have to say in the fewest possible words, or your reader will be sure to skip them; and in the plainest possible words or he will certainly misunderstand them. -John Ruskin Or, cutting to the chase Vigorous writing is concise. -William Strunk Jr., "The Elements of Style", 1919 Readings: Public Relations: Strategies and Tactics, Ault, et al, pp