1. Marketing Public Relations
IMC 472
Fall2015
INSTRUCTORS:
Clarke L. Caywood, Ph.D. Dan Greenberger, MS
c-caywood@northwestern.edu 847 372 062 DanGreenberger@gpscreative.com
Class:Tuesdays noon-2:50 p.m.Locatedat Medill School of JournalismMediaIntegratedMarketing
Communication, MTC3-107. Classwill be a mix of lecture/discussionandteamplanningfora“live
client”–
Office Hours: Tuesday 10-noon and by appointment with Professor Caywood in the
“Fishbowl” of MTC third floor. Free coffee or tea for students.
Contacts: Professor: Clarke L. Caywood, Ph.D. Phone: 847- 372-0462 E-mail: c-
caywood@northwestern.edu, LinkedIn Clarke Caywood c-caywood@northwestern.edu,
imcprof at www.twitter.com and PRIMC at http://imcprof.blogspot.com/.
Professionals for Course Support and Training: Dan Greenberger, founder of GreenHouse
Communications and now GPSCreative. Dan is a highly regarded creative and management
professional in IMC including advertising and PR. StrategicPlanningandInnovationFacilitator,
Brand Strategist, Creative DirectorandCopywriter
•
•
II. Course Description Marketing Public Relations (MPR) is an important part of any
product or service branding and reputation effort. It uniquely employs public relations
strategies and tactics to attain corporate, marketing, sales and donation objectives. Those
objectives link corporate and product branding and corporate reputation with ideas,
products or services. This course will demonstrate how public relations can both lead and
significantly contribute to effectively integrating for-profit and not-for-profit marketing
programs. Student teams will apply their skills toward a real-world MPR challenge as they
prepare and present a complete integrated MPR plan.
With the cooperation of free and fee based software programs in the communications field,
we will provide additional “Textual Big Data” training for MPR. Through your client
experience, supplemental lectures and assigned readings, we will study and apply
marketing public relations principals to solve substantial business problems. We will also
study the relevant media and its principles in order to develop more realistic, effective
programs and ongoing relationships. Overall, this course will foster resourcefulness,
independent thinking and -- naturally at NU – teamwork.

2. Goals: At the end of the quarter, students will better understand the strategic and tactical
value of MPR and PR. 1. You will possess demonstrated knowledge of MPR campaign
research; planning and evaluation techniques. You will use recent Silver Anvil standards
and entries judged in NYC annually. You will have contemporary knowledge of current and
recent MPR efforts across industries. You will have a more thorough understanding of
journalists and the media, their values and their approach to product and service news and
feature coverage as communicated in the environment of the Medill School’s Department of
Journalism Media and IMC. The potential ethical, sustainability and transparency issues of
marketing, PR and journalism will be top-of-mind for you. You will also learn the value of
the new, highly automated media metrics systems in our field.
III. Text and Readings Required book: For most of the course we will read The Handbook
of Strategic Public Relations and Integrated Marketing Communications, McGraw-Hill,
2012. The book has 70 industry and academic authors contributing insights and ideas on
how PR can promote and lead, strengthening the brand and reputation of dozens of
industries and stakeholders. PR is a broadly defined field that markets, for example, to
consumers, donors, partner organizations, employees, shareholders, social media,
traditional media, communities and government. These relationship all contribute to the
ability to promote, market and sell their product or services.
For the mid period in the course we will read The Elements of Journalism, Revised and
Updated 3rd Edition: What Newspeople Should Know and the Public Should... by Bill
Kovach and Tom Rosenstiel (Apr 1, 2014). This pithy book is the shortest course you can
get on the values and process of Journalism. Since we operate as an academic department
in a school of journalism, it may be the IMC students’ only contact with the field in an
organized way. Enrolling journalism students in the MPR class gives all students an
opportunity to share their knowledge and to learn what PR professionals and content
managers set as their goals. The Handbook and the Elements book give you the necessary
historical, cultural, legal and professional knowledge to be a professional relationship
builder with the media and with business and other organizations. Occasional articles to
support new developments in the media and MPR fields including various handouts or site
links. The client will supply context and content.
Selected Software and Analytical Resources and read http://www.trustradius.com/reviews
that may be of value to your client work and reporting. We will arrange one or two
“training sessions” for you or you can attend training sessions as you will when you are out
working.
 Radian6 http://tinyurl.com/oh2phq2
• Evolve24 www.evolve24.com p://www.evolve24.com/
http://www.evolve24.com/ sis.
• Neoformix www.neoformix.com
• VocusPR http://www.vocus.com/ requested demo
• WiseWindow https://public-index.wisewindow.com/search
• Crimson Hexagon www.crimsonhexagon.com

3. • Google Trends http://www.google.com/trends/ and
https://support.google.com/trends/?hl=en#topic=4365599
• Klout www.klout.com
• PeerIndex https://peerindex.com/ plus Brandwatch.
• Public Relay http://www.publicrelay.com/
• Add more as they come and go as with most technology
Teams: With your help we will discuss the structure of class client teams for the “client-
based learning” project.
IV. Evaluation Grading: All work and participating in the course contributes to your final
grade.
1. Individual class participation (advancing class discussion, providing MPR samples and
secondary client research) preparing MPR audit questions for client --- 25%
2. Advanced Silver Anvil assessment and small team exercise with presentation and scoring
statements --- 15%
3. Productive use of recommendations for message analysis software --- 10%
4. Peer Leadership Contribution (peer and faculty evaluations) --- 5% Each student team
will submit evaluations of their team’s group and individual interim and final
presentations.
5. Client Final Video and in-person Oral Presentations --- 20% with required practice
session
6. Written Client Deliverables with detailed analysis --- 25% (plus PowerPoint with
attached notes and three page Executive summary) Total 100%
Final grade scale A 92-100 A- 89-91 B+ 86-88 B 82-85 B- 80-81 C+ 78-79 C 72-77
C- 70-71 etc.
Class participation: You should always want to be prepared to contribute to class
discussions, demonstrating preparation by asking questions and by integrating the
vocabulary and concepts from the readings into class comments. Effective class comments
may address questions raised by others, integrate material from this and other courses,
draw on real-world experiences and observations, or pose new questions to the class.
V. Professor instructor biography: Clarke L. Caywood, Ph.D. (University of Wisconsin-
Madison in Business and Journalism-Mass Communications) is Professor of Integrated
Marketing Communications and Director of the Graduate Program in Public Relations in
the Medill Graduate School, at Northwestern University. Clarke is editor of the 1st and 2nd
editions of the text and professional book: The Handbook of Strategic Public Relations &
Integrated Marketing Communications (McGraw Hill, 2012). He was named in November
2014 as Educator of the Year for the National Black Public Relations Society (first
awardee). He was named by PRWeek as one of the most influential 100 PR people of the
20th century (PRWeek, October 18, 1999) and one of the top 10 outstanding educators in
2000 (PRWeek, February 7, 2000). He was named Educator of the Year by the Public
Relations Society of America in 2002-2003). He published the Journal of Integrated
Marketing Communications (for 20 years). He served on the Board of Aidmatrix.org which

4. distributed annually $1.5 billion dollars of aid globally during crises and shortages. He is
also active in the PRSA as a senior judge for the Silver Anvil awards as a former co-chair of
the committee.
VI. Course, School, and University Policies Grading
Written assignments will be graded on the following criteria:
• Organization and structure: employs a logical framework and identifies a crucial
issue for analysis.
• Depth of analysis: information is gathered from appropriate sources and is
presented in a persuasive manner.
• Creativity and insight: material is presented in an original, engaging, and
interesting manner.
Integration with course readings, lectures, and discussions: draws on, applies,
and seeks to extend concepts covered in the class.
• Style: smoothly and professionally written, using appropriate grammar, spelling,
and punctuation.
Appealing your grade on an assignment: If you have any concerns about your grade on a
specific assignment, I am happy to discuss it with you. Come talk to me about it during class
office hours or by appointment. Laptop computer and cellular phone usage: Students will
be asked to refrain from using laptop computers (except for note taking) or mobile
telephone / PDAs in class. We will take a break in the middle of class and there will be time
to check messages and the Internet.
Services for Students with Disabilities
http://www.northwestern.edu/disability/
Northwestern University and Services for Students with Disabilities (SSD) are committed
to providing a supportive and challenging environment for students with disabilities who
choose to attend the University. Additionally, the University works to provide all students
with disabilities a learning environment that affords them equal access and reasonable
accommodation of their disabilities. Any student who has a documented disability and
needs accommodations for class and/or course work is requested to speak directly to the
Office of Services for Students with Disabilities (SSD, 847-467-5530 ;
ssd@northwestern.edu) and the instructor as early as possible in the quarter (preferably
within the first two weeks of class). All discussions will remain confidential.
Northwestern University Principles Regarding Academic Integrity:
http://www.northwestern.edu/uacc/uniprin.html Academic integrity at Northwestern is
based on a respect for individual achievement that lies at the heart of academic culture.
Every faculty member and student, both graduate and undergraduate, belongs to a
community of scholars where academic integrity is a fundamental commitment.
Medill Integrity Code All studentsare required to adhere to the Medill Integrity Code
(http://www.medill.northwestern.edu/student-life/academic-integrity-
policy/<http://www.google.com/url?q=http%3A%2F%2Fwww.medill.northwestern.edu%2Fstudent-
life%2Facademic-integrity-
policy%2F&sa=D&sntz=1&usg=AFrqEzeSC7BUjKrCXKttiBBJHD9HwRZvkQ>) aswell asNorthwestern
University's academic integrity policies(http://www.northwestern.edu/provost/policies/academic-

5. integrity/principles.html<http://www.google.com/url?q=http%3A%2F%2Fwww.northwestern.edu%2Fpro
vost%2Fpolicies%2Facademic-
integrity%2Fprinciples.html&sa=D&sntz=1&usg=AFrqEzda8hYU2YEjr0io0Z-0IiE_xA34MA>). Academic
dishonesty can result in penaltiesranging from lettersof warning to dismissal from the university.
Instructors may give a failing grade in a course for academic dishonesty. It isalso university policy
that instructors can require studentsto submit their work electronically to be analyzed for possible
plagiarism.
As members of the Medill community, all of our academic, professional, media, journalism
and marketing communications work must meet the standards in this code. “To fulfill my
community responsibilities, I commit to honesty and fairness and to not plagiarize, cheat,
submit the same work more than once or present someone else’s work as my own.”
VI. Honesty, Plagiarism, and Cheating:
This course follows the Northwestern University code of student conduct as described in
the NU student handbook and the Medill code of ethics. Questions of academic dishonesty,
cheating, plagiarism, and other violations, their terms and conditions are all listed in the
Student Handbook. The Student Handbook outlines the contract between the student, the
instructor, and the University. Please read this and familiarize yourself with the terms and
conditions.
VII. Client Confidentiality:
In the course of the projects, students will be exposed to confidential client information (as
you have in other classes)—and as such, may be asked to sign confidentiality agreements.
In all cases, students are expected as professional to keep privileged client information in
the strictest of confidence. If you have any questions regarding this request, please discuss
it with Professor Caywood.
Class Schedule - Topics, Readings and Assignments Each Week will show
what is to be read for the next week and what will be covered and
discussed in the current week!
Week One: Tuesday September 22 30. Course Introduction
Objective: Introduce the subject and profession of “integrated marketing public relations”
as a functional strategy and set of tactics within Integrated Marketing Communications and
traditionally within public relations. Discussion of your course expectations and faculty
course expectations.
1. Syllabus and course objectives review.
2. Selective team assignment planning.
3. Read for class from The Handbook of Strategic Public Relations and IMC these
chapters:
Assignment for Next Week: Read for Week 2 –
1. Chapter 1 Twenty-First Century Public Relations: The Strategic Stages of Integrated
Marketing Communications page 3, Clarke Caywood
2. Chapter 7 The Stakeholder Concept: Empowering Public Relations 121 Clarke
Caywood
3. Chapter 10 Marketing PR Cementing the Brand, Patricia Whalen, Ph.D.

6. 4. Draft for MPR Class Spring 2015 For Sage Encyclopedia of Reputation 2015 Strategic and
Tactical Integrated Marketing Communications – Branding or Reputation Management?
1. Join Clarke L. Caywood c-caywood@northwestern.edu and over 4300 others in IMC,
public relations and marketing directly connected on www.LinkedIn.com account to
identify possible resources and career opportunities in IMC and PR.
2. Read for week two the chapters above so we can discuss them in the first hour of class.
3. Also read for the lecture and discussion during week two class: Discussion of Trust study
from Edelman site:
Read Handout materials on Reputation and IMC by Caywood for forthcoming book.
4. Begin to track your “client and class hours” as if you were an agency employee.
Week Two: Tuesday Sept. 29 . Stakeholders
Objective: To understand the complexity of PR and MPR through stakeholders. Prepare to
“map” stakeholders.
Presentation by client, depending on business schedule or following week
Discuss readings and lecture materials from Week 1.
Discuss Reputation issues and MPR.
1. Create creative name for the team and post it and members.
2. Discuss your arrangement of a schedule time to meet with your client for each team
to be aligned with client goals.
3. Read and compile materials on clients on web, their own promotional materials, any
press releases and resulting press and from trade publications, other.
Assignment for Next Week: Read for Week 3 on MPR
Chapter 2 Communications Research: Foundational Methods, 13 Anders Gronstedt, Ph.D.,
Chief Executive Officer, The Gronstedt Group Clarke Caywood, Ph.D.,
Chapter 3 Communications Research: Dynamic Digital Methods, 37 Clarke Caywood, Ph.D.,
Read Chapters 1-6 from Harris and Whalen as handouts for class.
Read for Week 3“Best Practices in MPR” Silver Anvils
http://www.prsa.org/Awards/SilverAnvil/
Read and review of PRSA Training Manual as Handout
Week Three: Tuesday Oct. 5 More on MPR
Objective: Learn about advanced research methods in MPR
1. Class Discussion/lecture on “integrated marketing PR”
2. Take Silver Anvil Book “home” for review.
3. Discuss “Best Practices”
http://www.prsa.org/Awards/SilverAnvil/SilverAnvil_Enter/
4. http://www.prsa.org/Awards/SilverAnvil/Documents/SA_CFE_10.pdf
6. Read for Week 4 Silver Anvil Award book and award directions

7. 8, Present stakeholder maps for client
For Week Four Reading and preparation
1. Discussion of Trust study as relevant to industry from Edelman site:
http://www.edelman.com/?s=Trust+barometer++
2. Prepare to present your findings on the Silver Anvil Case study for your team.
Summarize, explain scores and make recommendations.
Week Four: Tuesday Oct. 12 Best Practices in MPR
1. Objective: Demonstrate grasp of the field of MPR at a strategic level. Use Silver Anvil
national annual competition to critically analyze professional work by PR agencies and
corporate PR teams. Your team presentation on your Silver Anvil Book. Class discussion
on your Silver Anvil as “Best Practices” in numerous areas of Integrated PR including MPR.
Present your summary of the entry on all 4 categories and why you gave the points for each
category.
Assignment for Next Week: Read for Week 5:
Critical to read Media Training Manual by Caywood, Stocker and Hud Englehart
Chapter 15 Broadcast Media as Broadcast Public Relations 243 Tim Larson, Ph.D.,
Associate Professor, Department of Communication, University of Utah Craig Wirth,
Chapter 16 Digital Communities: Social Media in Action 257 Richard Edelman, President
and CEO, Edelman Robert Holdheim, Managing Director for India, Edelman Mark Hass,
President of Edelman China Phil Gomes, Senior Vice President, Digital Integration, Edelman
Digital Steve Rubel, Executive Vice President, Global Strategy and Insights, Edelman,
Chapter 17 Global Media Relations: Traditional Through 2.0 275 Matthew P. Gonring, Vice
President, Corporate Communications, Jackson National Life Insurance Company, Retired.
Week Five: Tuesday Oct. 19 Media Training Class
Objective: Apply personal training methods to gain expertise as spokesperson and to know
the value and limits of on-air and all media presentation skills. Be sure you have read the
training manual. Trainer: Dan Greenberger
Prepare for Week 6: Client information, planning for MPR assignment using elements of the
Silver Anvil Awards for outline with team.
Week Six: Tuesday Oct. 26 Creative Process and Media Relations
Objective: Continue plan and prepare each step of the MPR planning process as modified
for the class from the Silver Anvil process
1. Discuss Steps 1 and 2 of the Silver Anvil for client projects.
2. What is your strategic model for client?
3. Presentation and Q & A on MPR Tactics and
4. Review A-Z from Harris and Whalen and your own list
5. Building a media list for the client
Planning

8. How did the plan correlate to the research findings?
What was the plan in general terms?
What were the specific, measurable objectives of the plan?
Who were the target audiences?
What was the overall strategy used?
What was your budget?
Assignment For Next Week: Prepare for Week Seven:
Begin budget, work plan and evaluation work for next week
Week Seven: Tuesday Nov. 3 Budgeting
Objective: Understand MPR and PR budgeting process and costs for practical application.
Review Silver Anvil entries for their budgeting processes.
Execution
How the plan executed and what was the outcome?
How did the activities flow in general terms?
What were the key tactics?
What are the costs of your tactics?
Were there any difficulties encountered? If so, how were they handled?
Were other organizations involved?
Were nontraditional public relations tactics used, like advertising?
1. Prepare budget notes, impact analysis and costs.
2. Present estimated ROI for MPR programs.
3. Discussion budgets, work plans and evaluation techniques Lecture, Discussion and
reality checks.
Read Elements of Journalism book class for Week Eight
Week Eight: Tuesday NOV. 10 Intelligent, transparent, ethical use collaboration
with journalism and content management or marketing channels.
1. Discussion of journalism with journalism student leadership in class.
2. Discussion on the ethical standards of clients and companies.
Prepare for Week 9 your practice presentation with PowerPoints and draft of handouts for
review by faculty.
Week Nine: Tuesday Nov. 17Independent practices of teams with faculty
Assignment for Next Week: Prepare for Week Ten
Practice presentations for final week for client. Practice video tape to review.
Week Ten: Tuesday Nov 24Digital Video and Live Presentations in Class
Objective: Complete your plan and prepare each step of the MPR planning process for your
client.

9. Team presentation – Consider using the classroom on Saturday or before class on Monday
to test your presentation.
Evaluation
• What method(s) of evaluation were used?
• What were your results?
• How did the results compare to the specific, measurable objectives you identified in
the planning section?
• How well do the results reflect original strategy and planning?
Draft written materials and sample deliverables for final review are due to my email c-
caywood@northwestern.edu.
Example of Simple Message Analysis of the Syllabus for Your Work using Microsoft:
Evaluation of this syllabus using on-line text readability scores with available scoring
methods. When printed this font New Courier saves 20% in ink over Ariel Flesch-Kincaid
8.7 grade level.
A grade level (based on the USA education system) is equivalent to the number of years of
education a person has had. Scores over 22 should generally be taken to mean graduate
level text. https://readability-score.com/
Readability Formula Grade http://www.editcentral.com/gwt1/EditCentral.html
Flesch-Kincaid Grade Level 8.7
Gunning-Fog Score9.7
Coleman-Liau Index 14.5
SMOG Index 8.1
Automated Readability Index7.6
Average Grade Level 9.7
Text Statistics
Character Count 15,800
Syllable Count 5,343
Word Count 3,073
Sentence Count 319
Characters per Word 5.1
Syllables per Word1.7
Words per Sentence 9.

10. HOBOR SYLLABUS ANY VALUE???
COURSE OVERVIEW:
In thiscourse,studentswill getachance to understandhow PublicRelationshelpsorganizationscreate,
manage and preserve theirbrandsandreputations.Studentswilllearnfromcase studies,guestspeakers
and classactivities,sothattheycan developaPRplanfor a Chicago-basedcompanyusingthe strategies
and tacticsthat leadingcompaniespractice.Inadditiontocustomers,the classwill understandother
critical stakeholdersandhowto reachand persuade all stakeholderstosupportthe brandusing
traditional andsocial mediatactics.Atthe endof the quarter,eachstudentshouldbe able todevelopa
plan,understandthe powerof stakeholdermapping,create messagesthatresonate acrossall
stakeholdersandrespondwheneverythinggoeswrong.
TEXTBOOKS:
The Handbookof StrategicPublicRelationsandIntegratedMarketingCommunications,Clarke L.
Caywood,Ph.D.editor,McGraw-Hill:NY,2nd
edition,2012.
Handoutsand case studies(asindicated)
GRADES:
Midterm: 25% of your grade
Participationandprofessionalism: 25% of your grade
Final project: 40% of your grade
Otherexercises: 10% of your grade
Please note: professionalismincludesarrivingontime,notusingyourphone orcomputerinclass
excepttotake notes,andlettingusknow inadvance if you will notbe able toattendclass.
We have includedseveral publicrelationsleaderstobe guestspeakers,whocangive youreal world
examplesof the topicswe’re discussing. Please respecttheirwillingnesstotake time tocome to class
and lecture afterworkingandgive themyourundividedattention.
OFFICEHOURS:
Clarke Caywood: 10-12 Mondaysin IMC 3rd
floorconference room(Fishbowl)
NOTE: The syllabus may change; if so, we’ll inform everyone.
Date Activities Topic for class Readings
March 30 Case study The role of publicrelationsincreatingand
preservingacompany’sbrandand
reputation
ReputationRules,
Preface andchapter1
April 6 The toolsof the trade (strategiesand
tactics) to allow publicrelationstodevelop
relationshipswithstakeholders
PublicRelations:
StrategiesandTactics

11. April 13 Case study How to developaneffective PRplan:
Environmental analysis,messaging,goals,
strategies,tactics
Handout(see Canvas)
April 20 Mappingof
companies
and
developing
messagesto
reach key
stakeholders
Scanningthe environment: stakeholder
mappinganddevelopingmessages
Studentswill receive the midterm, a
problembasedona case study;the midterm
isdue on October22. Studentswill also
meetsomeone fromacompanyand geta
chance to understandthatcompanyand its
opportunitiesandissues. Overthe restof
the quarter,studentswill have achance to
developapublicrelationsplanforthe
companyand deliverittoexecutivesfrom
the company.
ReputationRules,
Chapters2 – 6
April 27 Answeringa
reporter’s
questions
Understandingandworkingwithtraditional
media;preparingforthe questionsand
deliveringeffectivemessagestowinover
stakeholders
Guestspeaker:StephanieNora
PublicRelations
May 4 Case study Understandingandharnessingthe powerof
social media;how todeveloparapid
response toissuesandmaintainapositive
reputationandbrand
Guestspeaker:Mike Mitchell,Mondelez
PublicRelations
May 11 Case study Leveragingthirdparties:how todevelop
relationshipswithotherorganizationsto
helpa companymake itscase before the
court of publicopinion,whetherthatbe to
enhance the brandor respondto problems.
Guestspeaker: ErinPtacek,Grainger
PublicRelations
May 18 Case study A global approachto PR: beingable to
respondtoopportunitiesorproblemsno
matterwhere inthe worldthe companyhas
stakeholders.
Guestspeaker: Lisa , Mondelez
PublicRelations
May 25 Case study
of Whole
Foods
Whenit all goeswrong:crisis
communicationsandhow toprotectthe
company’sreputationandbrand. Case
studyand responses.
ReputationRules,
Chapter7 and
conclusion
June 1 Studentteamswill presenttothe company
theirPR planandrespondto questions;
we’ll alsodoa wrap-upof the class.
COURSE, SCHOOL AND UNIVERSITYPOLICIES:

12. We will adhere tothe Medill IntegrityCode (www.medill.northwestern.edu/WorkArea/
downloadasset.aspx?id=64317) as well asNorthwesternUniversity’sacademicintegritypolicies
(http://www.northwestern.edu/provost/students/integrity/index.html). Academicdishonestycan
resultinpenaltiesrangingfromlettersof warningtodismissalfromthe university.Instructorsmaygive
a failinggrade ina course for academicdishonesty. Itisalsouniversitypolicythatinstructorscan
require studentstosubmittheirworkelectronicallytobe analyzedforpossibleplagiarism.
NorthwesternUniversityworkstoprovide alearningenvironmentforstudentswithdisabilitiesthat
affordsequal accessandreasonable accommodation.Anystudentwhohasadocumenteddisabilityand
needsaccommodationsforclassesand/orcourse workisrequestedtospeakdirectlytothe Office of
ServicesforStudentswithDisabilities(847)-467-5530) and the instructoras earlyas possible inthe
quarter(preferablywithinthe firsttwoweeksof class).All discussionswill remainconfidential.
Accommodationscanbe made by instructorsonce OSSDhas metwiththe studentandverifiedthe
disability.