International Public Relations Syllabus_Fall 2013_Agarwal


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CMAT 447--International Public Relations syllabus for Fall 2013. Salisbury University.
(c) Vinita Agarwal. All Rights Reserved.

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International Public Relations Syllabus_Fall 2013_Agarwal

  1. 1. CMAT 447 T/TR 9:30AM—10:45AM PERDUE HALL 248 International Public Relations COURSE WEBSITE: MY CLASSES _____________________________________________________________________________________ Vinita Agarwal, Ph.D. Contact Info: FH 272 | Office Hours: T/TR 1:45PM—2:30PM & W 11:00AM –2:30PM Email: | Office Phone: 410-677-0083 _____________________________________________________________________________________ COURSE POLICIES Prerequisites CMAT 344 Course Description International PR is one of the fastest growing sectors of public relations as corporations, institutions, and nongovernmental organizations globalize. CMAT 447 trains the advanced PR student in the systematic application of critical thinking skills to the successful research, design, implementation, and evaluation of international PR projects. Substantial academic and service learning engagement is required. CMAT 447 is an enhanced course, offered as a 4-credit class to engage students more fully in the courses they take and provide students with a deeper and more active encounter with the subject at hand. All enhanced 4- credit courses in the Fulton School will require significantly more work than their 3-credit predecessors. Copyright Statement The lectures that I deliver and the course materials I create and distribute are protected by federal copyright law as my original works. You may not record and you may not publicly distribute or display or allow anyone else to publicly display or distribute lectures and materials without my written permission.
  2. 2. Learning Objectives Through readings, engagement, and self-reflection, participants will: a) Participate in a sustained intercultural partnership to understand the importance of intercultural meaning-systems and gain competency as an effective international communicator b) Create an in-depth cultural profile of a country of their choice to understand the influence of culture on the practice of PR in international contexts c) Evaluate how effectively international public relations organizational artifacts engage their target publics through the application of cultural frameworks d) Analyze an international PR campaign through a systematic application of the ROSTE framework and further refine it through an understanding of stakeholder principles e) Collaborate with a community-based cultural/minority group and address one of their goals through the application of strategic communication planning principles f) Network with speakers from international PR firms and academia to gain insight into challenges and opportunities facing the IPR practitioner in the field today g) Formal class presentation of portfolio of IPR artifacts that can be submitted to a PR firm Required Textbooks (Available through the Salisbury University Bookstore) Ø Parkinson, M. G., & Ekachai, D. (2006). International and intercultural public relations: A campaign case approach. Boston, MA: Allyn and Bacon (Abbreviated P&E) Ø Wilson, L. J., & Ogden, J. D. (2008). Strategic communications planning: For effective public relations & marketing. Dubuque, IA: Kendall/Hunt Publishing (Abbreviated W&O) Required Readings (Available on MyClasses) Ø As advanced PR students, additional selected readings on My Classes will provide you with the cultural and organizational schema to guide systematic application of IPR efforts. Recommended Ø Curtin, P. A., & Gaither, T. K. (2007). International public relations: Negotiating culture, identity, and power. Thousand Oaks: Sage Course Ethos As responsible participants in your education and advanced PR students, I expect you will view the course as a microcosm of your professional work ethic. It also means that I will strive to provide each of you with the materials, resources, and guidance necessary to achieve the course objectives. Deadlines, Late Policy, and Make-Ups The ability to deliver by deadline is critical for professional success in today’s competitive PR environment. Please inform me via email in advance if you are unable to meet a deadline. Late submissions are downgraded by a letter grade and not accepted after the second day.
  3. 3. Attendance Students are expected to attend and to actively participate in all sessions. Please consider your options to withdraw or retake the course if a personal situation substantially affects your attendance. IT Support Services If you have any trouble with technology or access to the course learning website or the materials therein, please contact IT at 410-677-5454 or at TETC 113 or at The Office of Student Disability Support Services (OSDSS) OSDSS provides guidance, access to resources, and accommodations for students with documented disabilities. Such disabilities could include: medical, psychiatric, and/or learning disabilities, and/or mobility, visual, and/or hearing impairments. They can be reached at 410-677-6536. Emergency Clause In the event of a major campus emergency, course requirements, deadlines, and grading percentages are subject to changes. My Classes web page and my email address ( will be ways to access the revised information, changes, and assignment deadlines you will be required to keep. Academic Integrity The CMAT department expects you have read and understand SU’s Student Policy on Academic Integrity in your SU Student Handbook ( and thereby agree to honor these standards. ALL incidences of academic dishonesty are subject to disciplinary action including, but not limited to, separation from the university. Course Requirements A brief overview of course assignments is provided below. ASSIGNMENT OVERVIEW Course readings and assignments provide the student with theoretical and pragmatic insight into the opportunities and challenges facing the practice of public relations globally by understanding the cultural nuances of different regions. ]Online engagement must be civil at all times and will, on occasion, be open to IPR practitioners from the industry. Independent research and fieldwork is expected and required. 1. Country Profile (25 points): Each student will select and profile a country of their choice utilizing a cultural and IPR framework. Thoroughness in profiling industry, organizational, historical, socio- political, media, and infrastructure will be analyzed. Ability to draw out IPR implications for U.S. practitioners will be evaluated. 2. Intercultural Partnership (25 points): Each student will participate in a sustained intercultural interaction with an international student to enhance awareness of meaning-making, interpretation, and cultural practices in the U.S. and an international region. Insightfulness, inter-cultural sensitivity, and thoughtfulness will be assessed.
  4. 4. 3. Strategic Planning (25 points): Students select a social issue of relevance to an intercultural (racially, demographically, culturally) public and identify a community-based NGO or religious/social group working on that issue. Students design elements of a strategic PR plan to assist the non profit organization. Meeting with non profit organization members may be required. 4. Corporate Web Site Analysis (25 points): Each student will compare and evaluate two corporate web sites for effectiveness in applying cultural framework principles to product branding in a foreign market. Rigor and proficiency in application of culture-focused web site analysis will be assessed. 5. Discussion Leaders (DL) (25 points): Working with a partner, each student will serve as a DL for class discussion once during the semester to creatively lead and present one case study and readings. Class participation is mandated. Provide each class member with a one-page handout of your slides, a 2-page ROSTE case summary, and its critique through a cultural framework. Discussion questions should be included for at least 10 minutes to give everyone a chance to contribute. Creativity, grasp, and clarity will be assessed. 6. International Social Issue (50 points): Students bring together PR campaign principles and cultural perspectives to addressing an issue of global importance in a specific region of your choice. Using the ROSTE framework you will design and implement a PR plan to achieve your objectives for the international target public. 7. Final Submission and Reflections (25 points): Submission paper summarizing semester take-aways and submission of final IPR portfolio. GRADES 1. Country Profile 25 points 2. Intercultural Partnership 25 points 3. Strategic Planning 25 points 4. Corporate Website Analysis 25 points 5. Case Study DL 25 points 6. International Social Issue Analysis 50 points 7. Final Submission and Reflections 25 points ______________________________________________________________ TOTAL 200 points ______________________________________________________________ Grade Breakdown A= 90.0% and above; B= 80.0%-89.0%; C= 70.0%-79.0%; D= 60.0%-69.0%; F= 59.9% and below v Important Semester Dates: Aug. 26th —Dec 6th : Session dates | Aug. 26th : First day of classes| Aug. 26th —Aug. 30th : Add/drop| Sept. 2nd : Labor Day | Oct. 14th : Advising begins | Oct. 17th : Midsemester | Oct. 25th : Last day to Withdraw with a grade of (W) | Nov. 15th : Deadline for application for May 2014 or Aug. 2014 Graduation | Nov. 27th –Nov. 30th : Thanksgiving Break | Dec. 7th : Reading day| Dec. 9th —Dec. 13th : Finals week| Dec. 14th : Commencement
  5. 5. TENTATIVE MEETING SCHEDULE CMAT 447 Fall 2013: INTERNATIONAL PR Meeting Readings Tentative Assignments (T) Aug 27th (TR) Aug 29th WEEK # 1: INTRODUCTIONS Introductions Augustine, I. (2000). Understanding the Cultural Patterns of the World: An imperative in implementing strategic PR programs. Public Relations Quarterly, 45, p. 38 (Read all) ü Syllabus, Readings ü #1. Assign Country Profile. Reading on website (T) Sept. 3rd (TR) Sept. 5th WEEK # 2: INTERCULTURAL COMMUNICATION Ch. 5 (P&E): Intercultural Communication Context Ch. 6 (P&E): Guidelines for Successful International PR Zaharna, R. S. (2001). “In-awareness” approach to international public relations. Public Relations Review, 27, 135—148. (Read pages 137—144.) ü #2. Assign Inter- cultural Partner. ü GUEST SPEAKER: Dr. Brian Stiegler, ASST. PROVOST FOR INTERNATIONAL EDUCATION, SU ü Wordpress blog site (T) Sept. 10th (TR) Sept. 12th WEEK # 3: INTERCULTURAL COMMUNICATION Ch. 1 (P&E): ROSTE Framework Kent, M., & Taylor, M. (2001). How intercultural communication theory informs public relations practice in global settings. In N. Bardhan & C. K. Weaver, Public relations in global cultural contexts: Multi-paradigmatic perspectives (pp. 50—76). (Read pages 56—59, & pages 61—69) Ch. 2 (P&E): Research for PR Macnamara, J. R. (2004). The crucial role of research in multicultural and cross-cultural communication. Journal of Communication Management, 8, 322-334. (Read pages 330— 332. Can also read examples on pg. 326—328). ü Country Profile individual meetings ü Wordpress blog ü #3. Strategic Planning assign ü Assign Discussion Leaders (T) Sept. 17th (TR) Sept. 19th WEEK # 4: DEVELOPMENT COMMUNICATION Ch. 3 (P&E): PR Objectives & Strategies Mitchell, R. K., Agle, B. R., & Wood, D. J. (1997). Toward a theory of stakeholder identification and salience: Defining the principle of who and what really counts. Academy of Management Review, 22, 853—886. (Read pages 865—868 (first para) and table 3 on page 869) Ch. 5 (W&O): Setting Goals and Objectives /Case 5: Protecting Drug Patents in S. Africa Sriramesh, K., & Vercic, D. (2001). International public relations: A framework for future research. Journal of Communication Management, 6, 103—117. (Read pages 105— 115 for framework. ) AFRICA (T) Sept. 24th (TR) Sept. 26th WEEK # 5 Ch. 4 (P&E): PR Tactics and Evaluation / Case 11: Internal Communications in S. African Financial Corporation **GUEST LECTURE: DR. JACQUES KOKO, CADR** GUEST SPEAKER: Dr. JACQUES KOKO, ASSIST. PROF. CADR,
  6. 6. SU (T) Oct. 1st (TR) Oct. 3rd WEEK # 6: MARKETING COMMUNICATION Ch. 6 (W&O): Key Publics and Message Design Wurtz, E. (2005). A cross-cultural analysis of web sites from high-context cultures and low-context cultures. Journal of Computer-Mediated Communication, 11(1). (Read pages 277— 280 and pages 283—296 (first para). Holt, D. B., Quelch, J. A., & Taylor, E. L. (2004). How global brands compete. Harvard Business Review, 68-75. (page 70 (last para)—pg. 75.) Case 12: Image Building in IntnlMedia **GUEST SPEAKER: BEN FINZEL, SENIOR VICE PRESIDENT, PUBLIC AFFAIRS, AND GENERAL MANAGER, WAGGENER EDSTROM WORLDWIDE** ü #4. Assign Corporate website EUROPE & MIDDLE EAST GUEST SPEAKER: BEN FINZEL, SR VP, PUBLIC AFFAIRS, & GM, WAGGENER EDSTROM WORLDWIDE (T) Oct. 8th (TR) Oct. 10th WEEK # 7 Ch. 7 (O&G): Designing Strategies and Tactics Fletcher, R. (2006). Impact of culture on web site content, design, and structure: An international and a multicultural perspective. Journal of Communication Management, 10, 259- 273. (Refer to pages 261—271 for your analysis.) Ch. 8 (W&O): Calendaring & Case 13: Avon’s Breast Cancer ü #5 Assign NGO IPR (T)Oct. 15th & 17th WEEK # 8: MID-SEMESTER Individual Meetings ü NGO meetings (T) Oct. 22nd (TR) Oct 24th WEEK # 9: IPR AGENCIES Case 18: Burson-Marsteller’s Depression Awareness Bardhan, N., & Patwardhan, P. (2004). Multinational corporations and public relations in a historically resistant host culture. Journal of Communication Management, 8, 246-263. (Read pages 247—252. Those doing India can read rest). **GUEST: CEO, OGILVY & MATHER, ASIA-PACIFIC** ASIA-AUSTRALASIA ü Corporate Website Due ü CEO, OGILVY & MATHER, ASIA- PACIFIC (T) Oct. 29th (TR) Oct. 31st WEEK # 10 Case 6: Community Relations Campaigns in Australia Class previews ü Work independently *Strategic Planning due ü Partnership due (T) Nov. 5th (TR) Nov. 7th WEEK # 11: NATION-BUILDING Taylor, M. (2000). Toward a public relations approach to nation-building. Journal of Public Relations Research, 12, 179—210. (Read pages 182—183, and 185—188 (first para) NGO MEETINGS AMERICAS (T) Nov. 12th WEEK # 12 Spicer, C. H. (2000). Public relations in a democratic society: Value and values. Journal of Public Relations Research, 12, 115—130. Read pages 119—120 (Feminist framework in PR).
  7. 7. (TR) Nov. 14th Case 8: Latvia & Case 7: Global PR in S. Korea ü Country profile due (T) Nov. 19th (TR) Nov. 21st WEEK # 13: Case 17: St. Jude’s Health Outreach Project in Brazil PRESENTING AT NCA—NGO Work day ü Work on NGOs (T) Nov. 26th (TR) Nov. 28th WEEK # 14: NGO PRESENTATIONS NGO Presentations No Class: Thanksgiving Break ü NGO Presentations ü No Class J (T) Dec. 3rd &5 WEEK # 15: NGO PRESENTATIONS NGO Presentations ü NGO Presentations Final Week Tuesday, December 10th , 10:45AM—1:15PM: Final Paper & Personal Reflections