J4- 554: SYLLABUS
    PU B LI C R ELATIONS CAMPAIGNS
                                    Winter term, 2010

              ...
J4- 554 SYLLABUS
                   Public Relations Campaigns - Winter ’10 (4 credits)

                              2:0...
Coursework
Each student in PR Campaigns will work in a team of three or four students. As a team, you will
               ...
Course requirements See weekly schedule of course requirements for due dates
                                             ...
Weekly schedule *                                                                 Due
                               Week ...
Weekly schedule *                                                                       Due
January 19: Class day. Informa...
Weekly schedule *                                                                   Due
February 9: Client pitches        ...
Weekly schedule *                                                                     Due
March 9: De-brief portfolio revi...
Grading summary*
 • Missing or late weekly update reports: as much as minus 1% per team member
 • All other late assignmen...
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Syllabus J4 554 Winter 10

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Syllabus J4 554 Winter 10

  1. 1. J4- 554: SYLLABUS PU B LI C R ELATIONS CAMPAIGNS Winter term, 2010 Margy Parker Revised, January 14, 2010 J4-554 Public Relations Campaigns Sy"abus, Winter term ’10: Margy Parker# 1
  2. 2. J4- 554 SYLLABUS Public Relations Campaigns - Winter ’10 (4 credits) 2:00 PM to 3:50 PM, T/Th - #211 Allen Hall Instructor: Margaret ‘Margy’ Parker Mparker3@uoregon.edu Office: #310 Allen - Office Hours: 12:30 to 1:45 p.m. on class days (not on flex days.) Textbook Course materials are available through http://www.universityreaders.com. Click on the icon under Students, “buy here." It will lead to a page where an account name and password are created and will save personal shipping and billing information. Then the site will lead to the University of Ore- gon course packs page. The materials will include six chapters from different sources covering PR re- search (qualitative and quantitative), PR theory, and strategic plan writing. In addition, there will be read- ing assignments available through Blackboard. Course description Public Relations Campaigns is the capstone course in the sequence of instruction offered in public relations. This course provides students with the opportunity to apply the funda- mentals of what has been learned over the course of study in public relations and apply them to actual client work. Course learning is through lectures, discus- sions, research, teamwork and outside work with an actual client. Course goals To apply theories, techniques, skills, and knowledge acquired in prerequisite courses, along with new information on research techniques, to conduct public relations research, planning and recommendations. To become experienced in client/team relation- ships and presentation skills; to implement all or part of a public relations plan. Course prerequisites J350 - Public Relations Principles, J440 - Public Relations Writing, and J453 - Public Relations Plans and Problems are required before taking this course. Completing J452 - Advanced Public Relations Writing is also helpful, though not required. This course is a requirement of graduation for PR Majors. J4-554 Public Relations Campaigns Sy"abus, Winter term ’10: Margy Parker# 2
  3. 3. Coursework Each student in PR Campaigns will work in a team of three or four students. As a team, you will work with an organization to conduct secondary and original research, create (and pitch) a strategic public relations plan for the client and implement part of the public relations plan as time and resources allow. During the term teams will also be required to meet regularly with clients, with their fellow team members, and with the instructor; make presentations; submit three client reports, and sub- mit weekly updates. A final strategic public relations plan, complete with all re- search, reports and implementation materials is due by the last class date of week ten. Graduate students will write an additional strategic plan based on a case study. Portfolio reviews During the 9th week of term (Friday, March 5th), undergrads will present a working portfolio showing examples of class and internship work to a panel of three public rela- tions professionals. A class session on portfolio contents will be held during week seven. The portfolio reviews will take place in Portland at the UO campus. You will meet individually with a panel for 30 - 40 minutes, presenting your portfolio. Then you will receive verbal and written feedback on contents, quality, career aspects, and presentations. Objectives for the course !To learn, understand, and use common qualitative and quantitative research methods in public relations. !To understand how to use the results from your research to write strategic recommenda- tions. !To present your strategic recommendations (PR Plan) to your client and to your professor. !To implement all or part of your strategic recommendations, working together as a team. !To gain confidence as a public relations professional in client relations, teamwork, strat- egy, recommendations and quality of work. Expectations This course serves as the bridge between academia and the “real world.” As such, you are expected to treat the class and the client as you would working as a professional. Students are expected to conduct themselves professionally with their clients and each other. This includes being on time to class and client appointments, keeping track of assignments, turning assign- ments in on time, and making responsible contributions to team assignments as well as to class discussions and team meetings. Your work in the class, provided your approach is professional, will be appropriate for your resume. Rules for success Your success in this course depends a lot upon your ability to communicate effectively and at a high level with your team mates, client and instructor. It also depends upon having a working knowledge of the course readings and grasping the essential points of lectures. Success will also build on attentive participation in discussions and informal presentations as well as team and client meetings. Be thorough, make sure all team assignments are proofed by at least two people (a common practice in business) and turned in on time. J4-554 Public Relations Campaigns Sy"abus, Winter term ’10: Margy Parker# 3
  4. 4. Course requirements See weekly schedule of course requirements for due dates PR plan A professional-quality public relations plan, submitted by each team, that incorporates the research your team conducts; and includes appropriate recommen- dations, executable strategies and tactics in consideration of the organi- zation’s budget. Plans are expected to be creative and thoughtful, of- fering real solutions that will reach the client’s target audience(s). Graduate students to also submit a strategic plan based on a case study. Client requirement: Provide resources, information and access as needed. Client reports Each team will submit three draft client reports followed by final reports to the client. #1. Secondary research, best practices (outline on blackboard.) #2. Research plan elements (outline on blackboard). #3. Implementation and follow up (outline on blackboard.) Client requirement: Provide assistance and feedback as needed. Final packet A final bound packet to include client reports, public relations plan including timelines and budget, research report, and campaign implementation materials to be submitted to both the instructor and to the client by March 11. Client requirement: Provide assistance and feedback as needed. Weekly updates Student teams will provide, via email to the instructor, five weekly update reports. Presentations Teams will make informal team presentations during the 1st few weeks of class. Stu- dents will make written observations/notations of presentation styles. Each team will “pitch” their research and recommended plan to the client. The presentation talks about the research and the draft plan, to include a goal, key objectives, strategies and tactical recommendations. Portfolio Review Students (undergrads) will make a presentation of their public relations campaign pro- ject and other portfolio materials on March 5th to a professional jury in a one-on-one review and mock interview situation. Portfolio to include PR Campaigns work, best work from other classes, internship/ professional work, career-related volunteer work and resume. Peer review Each student will privately evaluate their working relationship with other members of their team, making observations about strengths and weaknesses. J4-554 Public Relations Campaigns Sy"abus, Winter term ’10: Margy Parker# 4
  5. 5. Weekly schedule * Due Week one Assignment January 5: Introductions, client information, team assignments, course syllabus, team meetings to discuss communication channels, scheduling first client meeting, who does what for background and secondary re- search. ----------- • Conduct January 7: PR Research, Qualitative Research. Mock focus groups. background research on client • Read course pack #1 & #2, BB article on focus groups • Start best practices research • Meet with client (before January 12) Week two Assignment January 12: Class day. Informal team presentation – client background, • Read course pack client meeting and scope of project. Discussion/lecture on survey research #3 ------- January 14: Class day. Discussion/lecture - target audiences, key mes- • Client report #1 sages. Team meetings with professor - discuss scope of research draft to professor (print and email) January 15: ------- •Final Client Report #1 to client and professor (via email) • Weekly update report Week three Assignment J4-554 Public Relations Campaigns Sy"abus, Winter term ’10: Margy Parker# 5
  6. 6. Weekly schedule * Due January 19: Class day. Informal presentation - research plans. Team meet- •Draft - client report ings with professor - go over research plans. #2, Research Plan Elements to professor (written and email) -------- January 21: Flex day. Connect with client on research plans, launch re- search as soon as possible. Team meetings -------- January 22: •Final client report #2 to client and professor Week four Assignment January 26 : Flex day. Conduct research, team meetings • Conduct research ------- • Read course pack January 28: Class day. Discussion/lecture - theory, plan writing team #4 and #5 • Continue research meetings with professor as needed. -------- • Weekly update January 29: report Week five Assignment February 2: Class day. Informal presentation - TBD. Discussion/lecture - • Wrap up research presentation skills. Review informal presentation comment summary. • Start writing plan Team meetings with professor. ------- •Read BB articles on presentation skills. February 4: Flex day. Team meetings, client meetings, work on plan, pitch •Start writing pitch/ assembling power point -------- February 5: • Practice pitch • Finalize power point Week six Assignment J4-554 Public Relations Campaigns Sy"abus, Winter term ’10: Margy Parker# 6
  7. 7. Weekly schedule * Due February 9: Client pitches •Deliver team presentation on research results and plan recommendations to client. Draft plan to client and professor. ------- February 11: Flex day. Meet with client to go over recommendations, start implementation ------- February 12: • Weekly update report due Friday Week seven Assignment February 16: Class day: discussion/lecture - evaluation. Presentation - • Plan portfolio review (guest lecturer - Kelli Matthews). Team meetings - up- implementation date professor on plan implementation ------- • Read BB articles February 18: Flex day: team meetings, client meetings, on portfolio review. ------- February 19: •Weekly update report due Friday Week eight Assignment February 23: Flex day. Team meetings, client meetings, work on imple- • Continue plan mentation implementation February 25: Class day. Team meetings with professor to discuss imple- ------- • Read BB article mentation. Resume, job search, interviewing, networking (guest lecturer - Erika Penner.) Individual meetings with professor for those wanting input -------- on resumes and portfolios • Weekly update February 26: report due Friday Week nine Assignment March 2: Class day - Class lecture/discussion - ethics and excellence. • Continue plan implementation. Send resume sample to portfolio reviewers (check schedule Online.) • Read #6, course pack • Resume & writing sample to reviewers -------- • Draft, client report March 4: Flex day - continue working on implementation. Finalize port- #3 due to professor folio, practice presentation of portfolio. ------- March 5: Portfolio Reviews, Portland campus • Completed portfolio Week ten Assignment J4-554 Public Relations Campaigns Sy"abus, Winter term ’10: Margy Parker# 7
  8. 8. Weekly schedule * Due March 9: De-brief portfolio review process. Class day - general discus- •Work on final plan sion on course dynamics. Final plan packets due. Social time following •Client Report #3 class. final to client ------- • Peer review • Final plan March 11: Schedule final plan delivery and discussion with client. Profes- packet** due to sor’s copy to drop box in Allen Hall. Email copy to professor. professor * Course schedule or assignments subject to change with advance notice. ** Final plan packet includes final strategic plan with recommended changes, research report, materials produced during implementation phase, evaluation measures, timelines, budgets, corrected client reports. Grading summary* Strategic planning & teamwork 45% • Weekly update reports: 5% • Draft PR plan: 15% • Final plan packet: 20% • Peer review: 5% Client reports 30% • Secondary research & best practices: 10% • Research plan elements: 10% • Implementation and follow-up: 10% Presentations & participation 25% • In-class participation, meeting participation, discussion - 5% (individual grade) • Client “pitch”: 10% • Portfolio review: 10% (for undergrads**) Total 100% J4-554 Public Relations Campaigns Sy"abus, Winter term ’10: Margy Parker# 8
  9. 9. Grading summary* • Missing or late weekly update reports: as much as minus 1% per team member • All other late assignments: minus 1/3rd assignment score for each day late per team member • Unexcused absence: minus 1% • Extra credit: plus 5% * Grading is based on quality of work including correctness, completeness, creativ- ity, professional appearance, and responsiveness to input by professor and client. ** Graduate student PR Plan based on case study - 10%. Disabilities Students with documented disabilities who may need accommodations, who have any emergency medical information the instructor should know of, or who need special arrangements in the event of evacuation, should make an appointment with the instruc- tor as early as possible, no later than the first week of the term. Attendance Students who are sick should stay away from class, particularly with any signs of flu. A health center or doctor’s note is not required for an excused absence due to health reasons. Notifying the professor by email or phone call before class is required. The swine flu (H1N1) is reported to be contagious for approximately 5-7 days. In the event you are sick, it remains your responsibility to check with team members and keep up with team responsibilities and class assignments. The instructor needs to be contacted as soon as possible to discuss any other potential planned absences, prior to incurring an absence In the event of inclement weather, check the UO Web site for any closure notices. Whether the campus is closed or not, if driving conditions are very hazardous, the professor will send an email to all students to say whether class is cancelled, and, if possible, will post an announcement on blackboard. Those students wanting text or voice message delivery of such a notice should provide cell phone numbers to the professor. J4-554 Public Relations Campaigns Sy"abus, Winter term ’10: Margy Parker# 9

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