JOURNALISM 7256 (ONLINE) SUMMER 2011 MISSOURI SCHOOL OF JOURNALISM INSTRUCTOR INFORMATION Saleem Alhabash, M.A. The best way to communicate with me is Doctoral Candidate through email. I check my email pretty Missouri School of Journalism frequently. If you send me an email, expect to receive a response within 48 246 Walter Williams Hall hours. In case of emergency or if you have Phone: (573) 864-‐1722 a critical issue that needs to be addressed E-‐mail: email@example.com immediately, feel free to contact me by Skype: Saleem.Alhabash phone or send an urgent (!) email. In Office hours: addition, I’d be more than happy to set-‐up By appointment only – via phone or Skype a time to talk by phone or Skype. COURSE DESCRIPTION This course provides an introduction to public relations (PR), a profession growing worldwide in size, scope and prominence. We will learn the basic principles and theories of public relations, explore different types of public relations activities and strategies, examine a range of public relations cases, and practice different types of public relations planning and writing. This online course is structured to help engage students with one another online for a dynamic two-‐way communication. Online communication in the form of blogging or conversation threading, is highly encouraged. I will function more as a mediator/facilitator to draw out conversation.
2 THE ART OF PR The study and practice of public relations are grounded in persuasion of public opinion and image making. PR has developed into a dynamic, multi-‐dimensional field that utilizes theory to inform the practice of day-‐to-‐day activities and long-‐term strategic visions. There’s hardly any functioning organization – be it corporate, not-‐for-‐profit, or governmental – that does not utilize public relations in one way or another. Organizations depend on PR practitioners and managers to promote a favorable image and maintain a strong reputational identity with its different publics. While integrated marketing campaigns remain core to the PR field, practitioners and managers also implement communication strategies for the purpose of managing conflicts and crises before and as they unfold. The work of PR practitioners is becoming even more complex with all the technological advances we’re currently observing. The use of new and social media is becoming necessary for communicating and maintaining relationships with an organization’s publics. In sum, PR is composed of many parts. It is part media relations, part marketing and advertising, and part strategic management. For many practitioners and managers, PR is not for the weary of heart, but rather for the adrenaline junkie that can harness the art of multi-‐tasking and critical thinking at a moment’s notice. COURSE OBJECTIVES To foster a deeper understanding of what public relations practitioners do and the settings in which they work. To develop an understanding of contemporary theories of public relations and apply them to solving practical problems. To become familiar with public relations functions such as media relations, internal communications, community relations, public affairs, issues management and crisis communications. To understand the basics of public relations project planning and develop components of a communication plan. To improve your writing quality and your ability to effectively target your communications. To provide a forum for students to discuss and apply public relations strategies and techniques.
3 MY PHILOSOPHY My teaching philosophy rests upon helping students in becoming professional strategic communication practitioners and/pr develop an understanding of PR’s role in contemporary organizations. I believe that education is the sum of instructor-‐student and student-‐student interactions. Both the instructors and students are held responsible for making this course a success, and maximizing their benefits and rewards from it. To this end, I have carefully constructed the course by selecting the latest and seminal practical and scholarly readings that will help you in understanding the basics of public relations. Please know that I do value your opinions and contributions to the course. I want all students to feel comfortable in sharing their opinions. I believe the topic of this course – Public Relations – is inherently interesting, and believe that, particularly in this course, students have a lot to contribute. My aim is to cultivate an atmosphere where we are all courteous, respectful, and thoughtful. READINGS There are two required textbooks for this course. I’ve also put together a list of additional readings (see below for more details). REQUIRED TEXTBOOKS Title: Public Relations Today: Managing Competition and Conflict Authors: Cameron, G.; Wilcox, D.; Reber, B.; & Shin, J. Edition/Year: 1st edition / October 4, 2007 ISBN: 978-‐0205492107 Publisher: Allyn & Bacon Title: Public Relations: Campaigns and Techniques: Building Bridges into the 21st Century Authors: Matera, F.; Artigue, R. Edition/Year: 2000 ISBN: 0-‐205-‐15815-‐3
4 ADDITIONAL READINGS In several weeks, there will be other assigned readings consisting of book chapters, scholarly journal articles, and industry reports/materials. All such readings are posted on Blackboard in the “Readings” section. They are organized in folders according to where they appear on the course schedule. If you are having any technical difficulties (i.e. logging in, accessing the Bulletin Board, etc.) please contact the IAT Services Help Desk toll-‐free at (573) 882-‐2000 or by e-‐mail at firstname.lastname@example.org. EXPECTATIONS You are expected to be prepared for and participate in all online course activities and complete assignment in a timely fashion. If you believe you have a legitimate reason for non-‐participation, it is your responsibility to inform me IN ADVANCE. I realize there may be some weeks when the readings seem more challenging than others, when your schedule is more hectic than usual or when you may be feeling under the weather. There may also be times when you experience technology glitches. Please contact me as soon as possible to let me know about special situations or circumstances. I will try to show some flexibility as long as it does not become a recurring or chronic issue. EVALUATION CRITERIA Assignments will be graded under the following scale: A The work is rigorous, creative, and shows a thorough knowledge of the materials. An excellent piece of work written in a clear and concise manner. Few, if any, errors of fact or writing. The work has a few errors, but shows a good effort at comprehending the material. Clear, B understandable writing with some care and expression of knowledge. Discussion needs more clarity, more development and/or more examples. The work may be missing some of the subtleties of the argument. An adequate but superficial completion of the assignment. Few examples used or discussion C or argument is unsubstantiated. Sources are poorly cited, many errors of fact, inadequate writing and grammar. F Assignment not completed or turned in extremely late. NOTE: You are required to submit all assignments on time. Late submission will result in a letter-‐grade deduction off the top for each late day.
5 WEEKLY LESSON You are expected to complete the readings every week before engaging in the activities designed for the week. I will provide you with weekly lesson notes that can be accessed through the “Lessons” section on Blackboard. These lesson notes are designed to complement and amplify the assigned readings, not to replace them. WEEKLY DISCUSSION BOARD POSTINGS [90 POINTS] WEEKLY, WEEKS 2 – 7 The weekly discussion board postings are analogous to class participation for on-‐campus students, which is a key component of any course. Beginning with Week Two, you are required to make two (2) postings each week that are all thoughtful, well-‐reasoned and well written. The FIRST POST should answer the questions based on your understanding of the readings and the background research that you have done to expand on the readings using real-‐world examples and cases. This post should be around 250-‐300 words in length. You are expected to use the American Psychological Association (APA) style when referencing the readings and other sources. NOTE that sources like Wikipedia and blogs are not considered scholarly sources. You won’t receive credit for late posting – the interactions on the discussion board are crucial for a successful course. The SECOND POST should be a response to other students’ posts. It can be shorter than the first post, yet needs to be thorough and insightful. IN GENERAL, postings should react to and expand upon the readings. You may choose to summarize and/or question information that caught your attention. Add as much as you want to thread discussions. We learn best when we engage in communication. The discussion board can offer unexpected findings or concepts requiring further clarification. Postings of current issues in the business world, trends in the marketplace, and news reports are always welcomed. Each posting is expected to be of excellent writing quality, so please check your grammar and spelling before submitting your posts. The postings will start on Week Two until Week Seven, making a total of six postings. THE FIRST POST IS DUE EVERY MONDAY, 11:30 p.m. CST THE SECOND POST IS DUE EVERY WEDNESDAY, 11:30 p.m. CST
6 Following is the grading criteria for each weekly posting. FIRST POST -‐ Did the post address important points from the readings? Did it show GRADING CRITERIA 15 points depth of thinking and good synthesis of the main ideas discussed in the readings? Did the post include examples and ideas from other sources? SECOND POST – Response provides evidence of thoughtful reflection of the issue 5 points and addresses what you learned from other students’ postings. Responses also addressed questions; invited others to have their say; and remained “on topic.” TOTAL POINTS 20 points ASSIGNMENTS [90 POINTS] JUNE 24 & JULY 15 Throughout the semester, you will be given THREE assignments. In each assignment you will be required to answer some questions, analyze a specific case study, or complete an assignment that is relevant to what you’ve learned in the course. Each assignment should be typed single-‐spaced in a 12-‐point font with 1-‐inch margins with the student’s name, email address, and date on the front page. Documents should be saved in Word.doc or Word.docx. Save the document with YOUR LAST NAME (i.e., Smith.docx). The number of pages should be a maximum of 2 pages, single-‐spaced (i.e., equivalent to 4 pages, double-‐spaced). Your written work should be of professional quality; spelling, grammar and punctuation count. Please make sure that all of your work is your own and that all sources of information (when applicable) – whether from books, scholarly journals, newspapers, magazines or the Internet – are accurately quoted and attributed. If you are unsure how to cite and attribute information, you may refer to the APA writing and formatting style at: http://owl.english.purdue.edu/. Since public relations practitioners are held to deadlines, all assignments are due on the specified date. Late assignments will be graded down one grade per day. For example, a paper that would have received an A had it been turned in on time would receive a B if it was turned in on the following day and a C if it was turned in two days late. To turn in your assignments, go to the Assignments tab in Blackboard. Click on the link below each assignment’s title. Attach your Word document, add any comments you may have, and then click “submit.” Please be sure you click “submit” and not “save.”
7 FINAL PROJECT [120 POINTS] JULY 29 The final project for this class consists of PR case study presented in the form of a PowerPoint presentation (15-‐18 slides) and paper (maximum 15 pages, double-‐spaced). The case study should analyze a campaign or an organization, and highlight how the strategies and tactics used can be applied to a different situation, preferably, your own work/organization. More details about the components of the final project will be given later. While your completed project will not be due until July 29, you should be working on it since the beginning of the semester. FINAL PROJECT PROPOSAL [20 points]: You are expected to submit the topic and a 2-‐page summary of your final project by Friday, July 1, 11:30 p.m. CST. I will offer feedback, suggestions and critiques to help you develop your idea. FINAL PROJECT [100 points]: The final project, the campaign proposal, will be graded. You are expected to submit the final project by Friday, July 29, 11:30 p.m. CST. GRADING GRADING SCALE A 90 – 100% B 80 – 89.99% C 70 – 79.99% F 0 – 69.99% GRADING RUBRIC ITEM POINTS PERCENTAGE Weekly Discussion Board Postings [6 postings x 15 points] 90 POINTS 30% ASSIGNMENTS [3 papers x 30 points] 90 POINTS 30% Final Project [20 + 100 points] 120 POINTS 40% TOTAL POINTS 300 POINTS 100%
8 COURSE POLICIES Academic Honesty Academic honesty is fundamental to the activities and principles of a university. All members of the academic community must be confident that each persons work has been responsibly and honorably acquired, developed and presented. Any effort to gain an advantage not given to all students is dishonest whether or not the effort is successful. Academic misconduct includes but is not limited to the following: Cheating on assignments or aiding other students to cheat. Any effort to gain an advantage not given to all students is dishonest whether or not the effort is successful. Stealing the intellectual property of others and passing it off as your own work (this includes material found on the Internet). Failing to quote directly if you use someone else’s words, and cite that particular work and author. If you paraphrase the ideas of another, credit the source with proper citation. Please ask your instructor if you have questions about what constitutes plagiarism or how to correctly cite sources. When in doubt about plagiarism, paraphrasing, quoting or collaboration, consult with your instructor. Dishonesty and Misconduct Reporting Procedures MU faculty are required to report all instances of academic misconduct to the appropriate campus officials. Allegations of classroom misconduct will be forwarded immediately to MUs Vice Chancellor for Student Services. Allegations of academic misconduct will be forwarded immediately to MUs Office of the Provost. In cases of academic misconduct, the student will receive at least a zero for the assignment in question. Professional Standards and Ethics The School of Journalism is committed to the highest standards of academic and professional ethics and expects its students to adhere to those standards. Students should be familiar with the Code of Ethics of the Society of Professional Journalists and adhere to its restrictions. Students are expected to observe strict honesty in academic programs and as representatives of school-‐related media. Should any student be guilty of plagiarism, falsification, misrepresentation or other forms of dishonesty in any assigned work, that student may be subject to a failing grade from the instructor and such disciplinary action as may be necessary under University regulations.
9 University of Missouri-‐Columbia Notice of Nondiscrimination The University of Missouri System is an Equal Opportunity/ Affirmative Action institution and is nondiscriminatory relative to race, religion, color, national origin, sex, sexual orientation, age, disability or status as a Vietnam-‐era veteran. Any person having inquiries concerning the University of Missouri-‐Columbias compliance with implementing Title VI of the Civil Rights Act of 1964, Title IX of the Education Amendments of 1972, Section 504 of the Rehabilitation Act of 1973, the Americans With Disabilities Act of 1990, or other civil rights laws should contact the Assistant Vice Chancellor, Human Resource Services, University of Missouri-‐Columbia, 130 Heinkel Building, Columbia, Mo. 65211, (573) 882-‐4256, or the Assistant Secretary for Civil Rights, U.S. Department of Education. Accommodations If you have special needs as addressed by the Americans with Disabilities Act and need assistance, please notify me immediately. The school will make reasonable efforts to accommodate your special needs. Students are excused for recognized religious holidays. Please let me know in advance if you have a conflict. ADA Compliance If you have special needs as addressed by the Americans with Disabilities Act (ADA) and need assistance, please notify the Office of Disability Services, S5 Memorial Union, 882-‐4696, or the course instructor immediately. Reasonable efforts will be made to accommodate your special needs. Religious Holidays Students are automatically excused for recognized religious holidays. Let your instructor know in advance if you have a conflict. Intellectual Pluralism The University community welcomes intellectual diversity and respects student rights. Students who have questions concerning the quality of instruction in this class may address concerns to either the Departmental Chair or Divisional leader or Director of the Office of Students Rights and Responsibilities (http://osrr.missouri.edu/). All students will have the opportunity to submit an anonymous evaluation of the instructor(s) at the end of the course.
10 TENTATIVE SCHEDULE This is a tentative schedule, which is subject to change. Changes will be announced either through Blackboard announcements or emails. Please make sure you check the class Blackboard site and your email daily. Since this is an 8-‐week course, the schedule is relatively packed. Each week, you are required to read about four to six (4-‐6) book chapters or articles. Make sure you complete the readings before Monday. ABBREVIATION KEY: CAMERON ET AL Public Relations Today: Managing Competition and Conflict MATERA & ARTIGUE Public Relations; Campaigns and Techniques: Building Bridges into the 21st Century WEEK 1 JUNE 6 – 10 DEFINING PR! FOCUS Public relations defined What PR can and cannot accomplish Historical origins of PR PR role in organizations Overview of PR practitioners and their work State of the profession today PR ethics and legal issues READINGS CAMERON ET AL – Chapters 1, 3, 4, & 7 MATERA & ARTIGUE, Chapter 3 NPR story on Bernays PRSA Code of Ethics Check out: PRmuseum.com ASSIGNMENT Virtual Class Introductions | MONDAY, JUNE 6 by 11:30 p.m. CST WEEK 2 JUNE 13 – 17 INTERNAL VS. EXTERNAL COMMUNICATION FOCUS Identifying internal stakeholders and understanding their importance Internal communication strategies and techniques Identifying and prioritizing external stakeholders External communication strategies and techniques Developing and using key messages Community relations and philanthropy Reputation management and enhancement READINGS MATERA & ARTIGUE, Chapters 7 & 8 LATTIMORE ET AL., Chapters 10 & 11 (on Blackboard) Ketchum – Corp. Tackle world’s woes (on Blackboard) SINGH ET AL., 2007 ( on Blackboard) ASSIGNMENT BLACKBOARD POSTING #1.1 | MONDAY, JUNE 13 by 11:30 p.m. CST BLACKBOARD POSTING #1.2 | WEDNESDAY, JUNE 15 by 11:30 p.m. CST ASSIGNMENT # 1: BUSINESS MEMO | FRIDAY, JUNE 17 by 11:30 p.m. CST
11 WEEK 3 JUNE 20 – 24 MEDIA RELATIONS & COMMUNICATION PLANNING FOCUS The changing media landscape Roles of journalists vs. PR practitioners Agenda-‐building Media relations tools and tips for working with journalists Components and structure of a communication plan Strategies and tactics Budgeting and implementation READINGS CAMERON ET AL, Chapters 5 & 6 MATERA & ARTIGUE, Chapter 4 Press release writing links [REFER TO THESE LINKS FOR NEXT WEEK’S ASSIGNMENT] http://www.press-‐release-‐writing.com/press-‐release-‐template/ http://www.pressrelease365.com/how-‐to-‐write-‐a-‐press-‐release.htm ASSIGNMENT BLACKBOARD POSTING #2.1 | MONDAY, JUNE 20 by 11:30 p.m. CST BLACKBOARD POSTING #2.2 | WEDNESDAY, JUNE 22 by 11:30 p.m. CST WEEK 4 JUNE 27 – JULY 1 PUBLIC AFFAIRS & CRISIS COMMUNICATION FOCUS Building and maintaining relationships with government officials Predicting and managing issues Importance and relevance of crisis communication Developing and testing a crisis communication plan Measuring and rebuilding reputation READINGS TENCH ET AL (on Blackboard) CAMERON ET AL, Chapter 2 COOMBS 1998 (on Blackboard) Langford 2005 (on Blackboard) ASSIGNMENT BLACKBOARD POSTING #3.1 | MONDAY, JUNE 27 by 11:30 p.m. CST BLACKBOARD POSTING #3.2 | WEDNESDAY, JUNE 29 by 11:30 p.m. CST ASSIGNMENT #2: PRESS RELEASES | FRIDAY, JULY 1 by 11:30 p.m. CST FINAL PROJECT PROPOSAL | FRIDAY, JULY 1 by 11:30 p.m. CST WEEK 5 JULY 4 – 8 MARKETING COMMUNICATION & OTHER ROLES FOCUS PR in the marketing mix Positioning a product/service, launching a new project/service, giving new life to an older product/service Addressing globalization and cultural dynamics Corporate social responsibility Cause-‐related marketing Investor relations Campaigns READINGS CAMERON ET AL, Chapters 10, 11, & 12 MATERA & ARTIGUE, Chapter 9 FREEDMAN 2006 (on Blackboard) ASSIGNMENT BLACKBOARD POSTING #4.1 | TUESDAY, JULY 5 by 11:30 p.m. CST BLACKBOARD POSTING #4.2 | THURSDAY, JULY 7 by 11:30 p.m. CST
12 WEEK 6 JULY 11 -‐ 15 GETTIN’ SOCIAL WITH PUBLIC RELATIONS FOCUS The new ways of delivering PR messages Blogs, wikis and podcasts Social media, social network sites, and video games Web conferences Grassroots and viral PR READINGS CAMERON ET AL, Chapter 9 DE BLASIO 2007 (on Blackboard) GILLIN & SHWARTZMAN 2011, Chapters 1 & 2 SMITH ET AL 2011, Chapters 1 & 2 ASSIGNMENT BLACKBOARD POSTING #5.1 | MONDAY, JULY 11 by 11:30 p.m. CST BLACKBOARD POSTING #5.2 | WEDNESDAY, JULY 13 by 11:30 p.m. CST ASSIGNMENT #3: SOCIAL MEDIA CAMPAIGN | FRIDAY, JULY 15 by 11:30 p.m. CST WEEK 7 JULY 18 – 22 THEORIZING ABOUT PUBLIC RELATIONS FOCUS How theory can help inform PR practice Adjustment and adaptation model Matching messages, channels and audiences Understanding publics and public opinion READINGS MATERA & ARTIGUE, Chapter 5 OKAY & OKAY, Chapter 18 (on Blackboard) CURTIN & RHODENBAUGH 2001 (on Blackboard) KIOUSIS & XU 2008 (on Blackboard) ASSIGNMENT BLACKBOARD POSTING #6.1 | MONDAY, JULY 18 by 11:30 p.m. CST BLACKBOARD POSTING #6.2 | WEDNESDAY, JULY 20 by 11:30 p.m. CST WEEK 8 JULY 25 -‐ 29 WORK ON FINAL PROJECTS FOCUS Work on final projects READINGS NO READINGS ASSIGNMENT FINAL PROJECT | MONDAY, JULY 29 by 11:30 p.m. CST