Public Relations Campaigns

COURSE OBJECTIVES

Students will have the opportunity to develop and implement a short-term public relations campaign for a client.  By the end of the course, you will be able to:

1.         Identify an organization’s stakeholder groups and evaluate their relationships to the organization.

2.         Solve public relations problems using a team approach.

3.         Develop and use appropriate research techniques to plan, implement and evaluate a short-term PR project for an organization.

4.         Make public relations decisions based on client needs; social, ethical and legal constraints; and sound research information.

5.         Write clear, concise, effective proposals, reports and other PR materials.

6.         Present a clear, professional project summary and evaluation in writing and orally.

COURSE DESIGN & REQUIREMENTS

Class discussions will include information about various aspects of PR campaign planning and implementation, including social, ethical and legal considerations.  Students will develop and implement a special event plan for a client, including conducting research, projecting a budget, creating publicity materials, and evaluating the plan’s success.  Class time also will include progress reports, group meetings and other activities necessary to implement the project.

A.    PROJECT DEVELOPMENT/IMPLEMENTATION =  50% of the course grade

1. In order to plan, develop and carry out a short-term PR project, the class will simulate a PR agency with account executives and other roles/responsibilities, and students will work as a team to develop and implement the campaign.
2. Depending on the size of the class, committees may be formed to ensure efficient project development and execution.
3. Class time will be provided for meetings, but team members also are expected to meet outside of class whenever necessary to complete the project.
4. Each team member will be responsible for not only his/her project assignments, but also for ensuring the overall quality and timely completion of the project.
5. At the completion of the project, team members will work together to write an evaluation report for the client, as well as provide the client with an oral report of project results.

B.    PROJECT PROGRESS REPORTS = 15% of the course grade

1. In addition to producing project materials, team members will provide written documentation (progress reports) of meetings, meeting attendance, decisions, assignments, etc. on Jan. 27, Feb. 10 & 24, Mar. 10 & 31, and Apr. 14 & 28.
2. Report Content:
   1. A clear synopsis of what the team/committee has done during a specific time frame, including any decisions that were made, assignments delegated, activities completed, meetings held, etc.
   2. Any discussion about the project’s progress, insights into solving problems, problems that need to be resolved, etc.
3. Report Format:
   1.    Length:  No specific length
   2.    Mechanics:  Typed, double-spaced, on regular typing paper.
   3.    Heading:  Your name; report due date; course number and name.
4. Report Quality:  Each report must be clearly written and organized using good grammar/spelling/punctuation, and be submitted on time.

C.    PROJECT EVALUATION REPORT & PRESENTATION

1. Project Evaluation Report = 20% of the course grade.  The team will provide a comprehensive written evaluation report of the project.  Report format will be provided.
2. Project Oral Presentation = 15% of the course grade.  The team will develop and present a brief oral report to the client that synopsizes the project’s written evaluation report.  Presentation format   will be provided.

COURSE GRADING POLICIES

1. Late work will not be accepted.  This is a calendar-driven project that will be implemented for a real client, so any late assignment puts the entire project at risk.
2. Excessive absences from regularly scheduled classes and meetings held outside of class time will lower your grade.
3. Fabricating information or using another’s work as your own earns you an “F” for the course.  Other sanctions also may apply.  (See “Course Policies” #2.)
4. Work that frequently contains numerous grammatical, spelling and punctuation errors will lower your grade for the course.
5. Students are expected to come to class having read and/or produced any assigned materials and to be prepared to discuss same.
6. The grading scale is:

A   = Outstanding work and team participation

B   = Good work and team participation

C   = Average work and team participation

D   = Below-average work and team participation

F    = Unacceptable work and team participation

Assignments must be typed, double-spaced.

Late work will not be accepted.  This is a calendar-driven project that will be implemented for a real client, so any late assignment puts the entire project at risk.

Attendance:  Students are expected to attend, be on time for and participate in class.  The instructor reserves the right to drop any student who misses more than three class periods.  There is no “make-up work” for this course.  NOTE:  If you cannot meet outside of class time and/or must miss more than three class periods, DROP THIS COURSE.  Excessive absences from regularly scheduled classes and meetings held outside of class time will lower your grade.

 COURSE POLICIES

1.  Attendance:  Students are expected to attend, be on time for and participate in class.  The instructor reserves the right to drop any student who misses more than three class periods.  There is no “make-up work” for this course.  NOTE:  If you cannot meet outside of class time and/or must miss more than three class periods, DROP THIS COURSE.
2. Plagiarism and cheating:  The MSU Student Honor Creed, found in both your student handbook and the university catalog, includes the statement:  “As an MSU student, I pledge not to lie, cheat, steal, or help anyone else to do so.”  Plagiarism, lying and cheating include, but are not limited to:  fabricating information and sources, copying material from publications without crediting the author, turning in another student’s work as your own, and copying quiz/exam answers from another person.  STUDENTS WHO ARE CAUGHT CHEATING, PLAGIARIZING OR MAKING UP INFORMATION WILL RECEIVE AN “F” FOR THIS COURSE.
3. Compliance with Americans with Disabilities Act:Any student with a disability who is registered with MSU Office of Disability Support Services should notify the instructor at the beginning of the course if you need any accommodations to participate in this class.
4. Limited Right:  By enrolling in this course, the student expressly grants MSU a “limited right” in all intellectual property created by the student for the purpose of this course. This “limited right” shall include, but shall not be limited to, the right to reproduce the student’s work product in order to verify originality and authenticity, and for educational purposes.
5. FERPA:  The instructor abides by the provisions of the Family Educational Rights and Privacy Act.  The instructor also will not release a student’s academic information or discuss a student’s academic progress or class attendance with his/her parent or guardian.  Additionally, the instructor will not discuss a student’s grades with him/her in class, over the phone or by email.  STUDENTS WHO HAVE QUESTIONS ABOUT THEIR GRADES MUST MAKE AN APPOINTMENT WITH THE INSTRUCTOR.
6. Disruptive Behavior:  Anyone disrupting the class – or violating any other Standard of Conduct applicable to the classroom environment – will be dropped from the course.  (See MSU Student Handbook, Sec. VI, “Standards of Student Conduct.”)

•  Turn off the sound on your cell phone;no text messaging either.  If your phone rings or you’re found text-messaging during class, you will be dropped from the course.
• Turn off your iPods and similar technology.  Like ringing cell phones, this is a class disruption issue and you will be dropped from the course if you do not comply.
• Be polite.  Discourtesy of any kind will not be tolerated.

7.   Senior Portfolio:  Please note that all mass communication majors are required to submit a senior portfolio before registering for the mass communication capstone course, Senior Production (October 1 for spring semester registration and March 1 for fall semester registration).  This requirement is a part of MSU’s reaccreditation with the Southern Assoc. of Colleges and Schools and is non-negotiable.  Students are required to demonstrate communication competence through the written word, the spoken word and visual communication; two examples of each competency are required.  Students will not be admitted to Senior Production until the department chair certifies that they have satisfied the portfolio requirement.

      As you go through this and other classes, you are responsible for saving course work that could be included in your senior portfolio.

      Please see your instructor, adviser, the department chair or any mass communication faculty member for handouts with more information (“Mass Communication Senior Portfolio Competencies” and “Mass Communication Senior Portfolio FAQ”).

      More information is available at:

      http://finearts.mwsu.edu/masscomm/pdf/senior-portfolio-rev.pdf

     http://finearts.mwsu.edu/masscomm/pdf/senior-portfolio-faq.pdf