MCC-UE 1755 PUBLIC RELATIONS PRINCIPLES AND PRACTICES Required Text: Wilcox, Ault, Agee & Cameron, Public Relations Strategies and Tactics Additional readings: to be assigned during the semester COURSE OBJECTIVES 1. To better understand the basic concepts of effective public relations 2. To understand the difference between public relations, advertising and other marketing techniques 3. To better understand the impact of public relations on the news and the news on public relations 4. To better understand the ethical practice of public relations 5. To learn to think like a publicist CLASS STRUCTURE Every class will consist of the following: Lecture Review of assigned cases or reading assignments Discussion of current events as they pertain to assigned cases, reading assignments and class work Presentation of current events articles
In-class project creation of a public relations campaign Outside (group) project creation of a public relations campaign to be presented during the final class General Q&A COURSE REQUIREMENTS Come to class on time. Speak up. Shyness is not an option in public relations work. Be sure to turn off your cell phones. Participation in all class activities and discussions will significantly impact your final grade. Attendance is MANDATORY. All submitted work must be typed and checked for spelling errors. Review and discussion of actual case studies that have been covered by the handouts. Ongoing in-class project: Creating a PR plan. As a class, we will create a public relations campaign. You must come to class prepared to discuss our client (to be determined during class) in accordance with the evolving PR plan. Being accountable and prepared will significantly impact your final grade. Group project: Creating a PR campaign. You will be divided into groups and will be responsible for constructing a PR plan for the client selected by your group. Campaigns will be presented during the final class. Article Assignments: Each student will be assigned to follow a specific media outlet throughout the semester and should be prepared to present and lead discussion on one article for each class. Also students should summarize each article on no more than one typed, double-spaced page. All articles and summaries are to be organized sequentially, put into a folder and turned in with your final examinations. Pop Quizzes: Be prepared. Do your reading and your research because just when you least expect it Final exam: A comprehensive exam will be given at the end of the course. GRADE REQUIREMENTS Grades will be determined based on the following: Articles 10% Class discussion 20% Class Project 20% Group Project 25% Final Exam 25% Final grades will be determined by evaluation of the above stated course requirements and assignments:
1. Attendance and contributions to classroom discussions. a. Attendance to class is expected and mandatory. Students with more than two absences will have their grade lowered. As a rule of thumb, more than two classes missed will result in a grade deduction (for example, B+ to B) for each absence thereon. It is your responsibility to SIGN IN on the attendance sheet for each class session. b. Students who attend all class sessions will maintain the attendance portion of the grade, provided they also contribute significantly to class discussions. However, students who tend not to be particularly active in classroom discussions should find other ways to participate (e.g., use my office hours; send me questions and comments from your readings via email) It is your responsibility to participate and effectively communicate your involvement. Failure to actively participate will result in between one and three grade deductions. c. Attendance is simple I can count absences. However, participation is very subjective. Therefore, I will provide you with a participation progress report at any time but you must request if of me via email as proof. If you do not request at least two progress reports by mid-march then I will not entertain ANY discussion of this portion of your grade at the end of the semester. d. There are several opportunities for you to participate during class sessions. Make sure you take advantage of them! 2. Media Monitoring a. You have each been assigned a print or broadcast media outlet to monitor during the semester. The purpose of this assignment is to help you better discern the impact of public relations on the news (and vice versa). Be prepared to lead a discussion about the article you have chosen and be ready to answer the question, is it news or public relations? b. You are also encouraged to stimulate discussion of current events as they pertain to assigned cases, reading assignments and class work. 3. Development of In-Class Public Relations Campaign a. Our class will act as NYUPR, an energetic young agency that s HUNGRY for new business. We have landed a client launching a new product. It s our job to put together a strategic public relations plan. b. Each week, we will discuss a different component in the development of this specific PR plan. Be prepared to participate!
c. This process will serve as a guide for your group projects, so this process should give you the guidance you need to create fantastic presentations. 4. Group Project a. You will be divided into groups. Each group will act as a new business team and be responsible for the development of a public relations campaign. Your group will choose its client. Be on the lookout for companies that are launching new products (such as Hasbro, Sony, General Mills), new services (think FedEx and Kinko s) or new divisions (such as Delta s Song Airlines). Perhaps you d rather pick a company that needs to refresh its image or consumer perception. b. During our last class, each group will make an oral presentation of their campaign before the rest of the class. You will be graded on both the written and oral portions of this presentation. Weekly Class Topics and Assignments Class #1 01/27 What is Public Relations? Reading: Chapters 1 & 2 Handouts distributed in class Class #2 02/03 Public Relations in the Marketing Mix Reading: Chapter 3 Class #3 02/10 The Ethics of Public Relations Reading: Chapters 4 02/17-NO CLASS PRESIDENT S DAY Class #4 02/24 Agency versus corporate PR experience Reading: Chapter 5 Class #5 03/03 The Role of Research in Public Relations Reading: Chapter 6 Class #6 03/10 The Public Relations Plan Reading: Chapters 7 & 8
03/17- NO CLASS SPRING BREAK Class #7 03/24 Creating and Delivering the Message Reading: Chapter 9 & 11 Class #8 03/31 Public Opinion and Persuasion Finding Your Target Audience Reading: Chapters 13, 14 & 15 Class #9 04/07 Communication Tools Reading: Chapters 17 & 18 Class #10 04/14 Corporations, Politics and Government Public Relations Reading: Chapters 19, 20, 21 and 22 Class #11 04/21 International, Entertainment/Sports/Travel PR Non-profit and Education Public Relations Reading: Chapter 10 Tylenol Case Study Media Relations Handouts Class #12 04/28 Crisis Communications, Issues Management, Internal Communications, Media Relations Final Exam Distributed Class #15 04/27 Class Presentation Class #16 05/05 Group Presentations Final Exams Due Media Monitoring Due Class #17 05/12 Group Presentations Final Question and Answer Session