FALL 2017 – MEJO 531.1: PR CASE STUDIES
Tues & Thurs – 5:00pm - 6:15pm|CA 283
Instructor: Livis James Freeman, Jr
Email:
Phone: 919.389.3486
Office Hours:Before and After Class or by Appointment
Office Location: CA 226
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PREREQUISITES
To take this course as an undergraduate you must have successfully completed JOMC 137 “Principles of Advertising and Public Relations.”
COURSE OVERVIEW
This course will take your overall knowledge of public relations to the next level! You will learn to think and act like a public relations professional while getting an up close and personal look at how public relations specialists deal will day-to-day responsibilities and crisis situations.
Throughout the semester, you will have the opportunity to review, discuss and evaluate multiple PR campaigns in a variety of disciplines. Throughout this process, you will use the basic ROPE model that will be discussed in the beginning of this semester and then apply it to each case study that you evaluate. Ultimately, you will gain an understanding of what constitutes a PR campaign and how to evaluate the strengths and weaknesses of individual campaigns.
COURSE OBJECTIVES
By the end of the semester, you will be better equipped to:
(1) Critique public relations research, strategies and execution; determine better alternatives to the cases at hand;
(2) Address today’s public relations challenges and opportunities and critically analyze a wide spectrum of public relations cases;
(3) Research and examine a recent real-world public relations case and make recommendations,
(4) Address various PR challenges and opportunities that may arise in your post-graduation careers
(5) Practice effective presentation skills.Present to groups with greater confidence and impact following formal class presentations and several informal speaking opportunities.
Required Textbook, etc.
• "Casesin Public Relations Management - The Rise of Social Media and Activism," 2nd edition, by Patricia Swann
• Additional readings to be assigned and posted to Sakai, made available in class or in the Park Library
CLASS PARTICIPATION
I guarantee that this class will be unlike any other you’ve ever taken (and I mean that in the best way possible)! I will do my part to present class material in exciting and vivid ways and provide the best guest speakers to keep your attention. All I ask is that you do your part by working hard, coming to class prepared and ready to be actively engaged with your classmates.
ASSIGNMENTSAND GRADING
Participation (20% of total grade): Active participation is vital to the success of the class. If you want to sit and listen to a lecture, take another class.
Much of the class time will involve students discussing cases (both past and current) as well as PR issues of the day and how the media are portraying with them. Each student will be required to scan the media and lead a class discussion about a PR issue in the News. The discussions must include the source in which they discovered it (and can include video). Dates will be assigned in our second class and 2-3 students will present each day. Each student will lead discussions at least twice throughout the semester.
Blog (15% of total grade):Each student will create a blog and make at least THREE entries at key points during the semester. These entries must be well thought out, detailed and full of examples (not just one word/one sentence answers). The FIRST entry is due by the third class (Tuesday, Aug 29th). This entry must contain what your initial impression of the class has been, what you hope to get from the class, what would make the class the best you’ve ever had, your initial impression of your classmates and your biggest fear about taking this class.
The SECOND entry is due by the second class after Fall Break (Thursday, Oct 26th). This entry must contain your impression of the class to this point, your grade for me as a professor to that point, justification for my grade, most interesting case presented, what has been your favorite thing about the class and recommendation of how I can improve it for the rest of the semester.
The THIRD entry is due by the last class (Tuesday, Dec 5th.) This entry must contain how your impression of the class has changed (or if it’s remained the same) as it did when you wrote you first entry, biggest takeaway from the class, final impression of your classmates, most interesting case presented by a classmate throughout the semester, grade for me as a professor and justification for my grade.
You can earn extra credit for additional blogs that provide me with ongoing feedback about the class, presentation of materials and my performance. Ask me for more details about this!
Midterm Exam – (30% of total grade) – October 17th:
The Midterm Exam will be multiple choice, true/false, and short-answer and cover classroom discussions and assigned readings related to various theoretical, ethical, legal, strategic, and tactical considerations that go into developing public relations programs and assessing PR cases.
Expect the test to address the PR process (e.g., ROPE), definitions (both from the textbook and the PRSA), theories and models, plus key aspects of media relations, crisis communications, investor relations, social media strategies, corporate social responsibility, customer relations, and other areas addressed by this point in the semester.
The aim of this test is not to examine specific cases. Rather, it is to ensure you are well-grounded in the fundamentals of PR to report on and analyze how various cases were handled as you go forward in the class – and in the real world.
Final Individual Case Study Written Report – (35% of total grade):
This final individual case study report is intended to be the capstone of the course. You will select a public relations case to analyze (not from the textbook). Topics need to be selected no later than Thursday, Nov 3rd. You should come up with at least two topics just in case you decide to change your mind after getting started.
The 6-8 report must include:
Issue Introduction, Organizational Review, SWOT Analysis (20 Points)
Timeline, Issue Breakdown (20 Points)
Organizational PR Process (ROPE/RACE), Strategies, Messages (20 Points)
Media Analysis and Stakeholder Impact (20 Points)
Future Expectations, Case Analysis, Critique, Recommendations (20 Points)
100 Total Points
A printout of the final written case study report will be due during the final class on Tuesday, December 5th.A grading rubric will be provided.
Here’s your official Park Library Guide to help with research for your paper:
GRADING
Class Participation- 20%
Blog- 15%
Midterm Exam - 30%
Individual Written Case Studyand Presentation -35%
GRADING
Grading guidelines may be found here:
Grades are EARNED, not given, and “A” grades are reserved for truly exceptional performance. Grades follow a typical pattern: A = 94-100, A- = 90-93, B+ = 87-89, B = 84-86, B- = 80-83, C+ = 77-79, C = 73-76, C- = 70-72, D+ = 67-69, D = 63-66 and F = below 63.
PROFESSIONALISM
You are expected to approach your obligations to this course as you would a job. Attend every class, be on time, stay on task with your computer and cell phones, prepare thoroughly for class, contribute to class discussions appropriately, and treat your colleagues with respect. Interactions with guest speakers and with our course clients should always be professional and enthusiastic. Written and designed work must be error-free and reflect the best of your abilities.
ATTENDANCE
Class attendance is essential. Recognizing that life happens, everyone will have the option oftwo absences with no penalty– with the exception of consecutive days during midterm and final case study presentations. The two absences can be excused or unexcused, although advance notice is appreciated as a professional courtesy.After two absences, you can expect 3 total percentage points to be deducted from your final grade for each class missed.
USE OF LAPTOPS/TECHNOLOGY
You are permitted to use laptops for note-taking, research, and other work as assigned in class. However, to minimize distractions to your classmates and to me, please minimize use of your laptop for non-class purposes. It’s particularly important to limit use of technology when we have visiting clients and guest speakers, because they have made a special effort to visit with us and deserve our undivided attention. During these visits, limit laptop use to obvious note-taking, and do not text. You are also not allowed to use phones or laptops during your fellow classmates’ presentations.
SPECIAL ACCOMODATIONS
If you require special accommodations to attend or participate in this course, please let the instructor know as soon as possible. If you need information about disabilities visit the Accessibility Services website at
DIVERSITY
The University of North Carolina at Chapel Hill is committed to equality of educational opportunity. The University does not discriminate in offering access to its educational programs and activities on the basis of age, gender, race, color, national origin, religion, creed, disability, veteran’s status, sexual orientation, gender identity, or gender expression. The Dean of Students (Suite 1106, Student Academic Services Building, CB# 5100, 450 Ridge Road, Chapel Hill, NC 27599-5100 or [919] 966-4042) has been designated to handle inquiries regarding the University’s nondiscrimination policies.
The School of Media and Journalism adopted Diversity and Inclusion Mission and Vision statements in spring 2016 with accompanying goals -
HARASSMENT
UNC does not tolerate harassment based on gender, race, religion, sexual orientation, culture, disability, or for any other reason. It is also a violation of the Honor Code and Title VII of the Civil Rights Act (1964) and Title IX of the Educational Amendments. If you need assistance with a harassment issue or problem, bring it to my attention or The Office of the Dean of Students, or 919.966.4042.
HONOR CODE
You are expected to conduct yourself within the guidelines of the University honor system ( All academic work should be done with the high levels of honesty and integrity that this University demands. You are expected to produce your own work in this class.
THE ACEJMC
The Accrediting Council on Education in Journalism and Mass Communications (ACEJMC) requires that, irrespective of their particular specialization, all graduates should be aware of certain core values and competencies and be able to:
• Understand and apply the principles and laws of freedom of speech and press for the country in which the institution that invites ACEJMC is located, as well as receive instruction in and understand the range of systems of freedom of expression around the world, including the right to dissent, to monitor and criticize power, and to assemble and petition for redress of grievances;
• Demonstrate an understanding of the history and role of professionals and institutions in shaping communications;
• Demonstrate an understanding of professional ethical principles and work ethically in pursuit of truth, accuracy, fairness and diversity;
• Conduct research and evaluate information by methods appropriate to the communications professions in which they work;
• Write correctly and clearly in forms and styles appropriate for the communications professions, audiences and purposes they serve;
• Critically evaluate their own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness;
MEJO 531.01 FALL 2017 SCHEDULE
This schedule is an outline of our work over the course of the semester. Our assignments and timeline will likely be constantly changing as the world of communications does. I will alert you of any changes in readings, assignments, due dates, etc., over the course of the semester. Thank you for your flexibility.
Wk / Topic / Readings/Assignments due1 / Aug
22 / Introductions; course policies; syllabus discussion; expectations, photos/blog info / READ: Read Chapter 1 of the textbook:Introduction to Public Relations; as well as Appendix A: Guidelines for Case Study, plus Appendix B: Case Preparation.
Aug
26 / Be prepared to discuss 1st chapter, I’ll provide a discussion leader example and provide a schedule for presentations / READ: Review textbook Appendix G: PRSA Code of Ethics. Read Chapter 2: Ethics and the Law Introduction; Case 1: What Would You Do? – Five Parts: (1) Interns Posting False Reviews; (2) Paying for Positive Online News Stories; (3) The Threatening Tweet; (4) Food for Thought; and (5) Getting Hammered.
2 / Aug
29 / FIRST BLOG ENTRY DUE –
Discuss Chapter 2 – discuss comments from readings / 1. Your photo must be posted in Sakai in the roster section
Aug
31 / READ:
3
/ Sep
5 / Discussion Leaders
Discuss Readings – Discuss guest speaker / Research guest speaker and prepare 3 questions for them.
READ: Read textbook Appendix D: Ways Organizations Communicate; and Appendix E: Effective Communications. Continue to Review Chapter 2, Case 2: City Utility or Cash Cow; and Case 3: “In Washington, I’m Karen Ryan Reporting.”
Sep
7 / GUEST SPEAKER- TBA / READ: Study textbook Appendix F, Organizational Responses. Read Chapter 4: Media Relations Introduction; Case 7: Pouring on the Pounds; and Case 10: Two Employees with a Video Camera.
4 / Sep
12 / Discuss guest speaker’s visit. Discussion Leaders. Discuss Readings / READ: Read textbook Chapter 4, Case 9: Only in Texas; textbook Chapter 3: Introduction to CSR; and Case 4: Food for Thought.
Sep
14 / Discussion Leaders
Start Discussing Midterm / READ: Read textbook Appendix C: PR Theories and Models.Write one to two paragraphs each on which PR theory and which PR model align best with your philosophy of good public relations. Review textbook Chapter 3, Case 5: Apple iProblem.
5 / Sep
19 / Discussion Leaders, Lecture – / READ: TBA
Sep
21 / POSSIBLE GUEST SPEAKER / READ: TBA
6 / Sep
26 / Discussion Leaders, Lecture / READ: Read textbook Chapter 3, Case 6: Developing Wines with a Conscience. Review Chapter 9, Community RelationsIntroduction; and Case 29: Hallmark Writers on Tour.
Sep
28 / RESUME WORKSHOP / Be prepared to ask resume and job interview questions!
7 / Oct
3 / Discussion Leaders, Lecture / READ: Read textbook Chapter 9, Case 27: “Spycam” Invades Privacy Rights; and Case 28: Protest at the Jewish Museum. Submit a written comment/question with regard to each case.
Oct
5 / Discussion Leaders, Lecture, Exam Prep / READ: Chapter 7: Consumer Relations Introduction; Case 18: The Five Seasons of Salem; Case 19: Getting Away from It All. Submit a written comment or question about each case. Raise any questions related to the upcoming exam.
8
MIDTERM / Oct10 / Discussion Leaders
Exam Study Guides given / READ: Thoroughly review textbook Chapter 1. Study the introductory sections for Chapters 2, 3, 4, 7 and 9; all of the Appendices; plus, the PRSA definition of public relations.
Oct
12 / University Day - Exam Preparation / READ: NONE
9 / Oct
17 / MIDTERM EXAM / READ: TBA Via Sakai
Oct
19 / FALL BREAK
10 / Oct
24 / Discussion leaders, textbook discussion, talk about final project / READ: Study textbook Chapter 7, Case 21: Sony PlayStation; Case 22: Kryptonite; and Case 20: Making the Potato Top of Mind. Print out a comment or question related to each case.
Oct
26 / 2ND BLOG ENTRY DUE –
Final Case Study Topic Options / READ: Review the Park Library News, Information and Academic Research Portal for “Case Studies in Public Relations” at;and USC Annenberg“Case Studies in StrategicCommunications” site at teams continue to work together on written briefs, research consideration, and group presentation approach.
11 / Oct
31 / HALLOWEEN - Topic for FINAL CASE STUDY must be presented. / READ: TBA
Nov
2 / Discussion Leaders, Lecture / READ: Entertainment and Leisure Introduction;Case 23: Penn State Fumbles; and Case 26: What Price Regal Reputation.Submit a comment or question about each case.
12 / Nov
7 / Visit from Library Assistant / READ: Read textbook Chapter 8: Case 24: Rush to Judgment and Case 25: Tabloid Tiger. Submit three printed out comments for each case, addressing what was handled best (1) and worst (2) by both Rush and Tiger from a PR perspective, in addition to what you would have recommended differently (3) to both of them.
Nov
9 / Discussion Leaders, Lecture / READ: Read Textbook Chapter 5: Conflict Management Introduction; Case 11: Lean Finely Textured Beef or Pink Slime; and Case 13: Deepwater Horizon Blowout. Submit a comment or question related to each case.
13 / Nov
14 / Discussion Leaders, Textbook Recap/Reflections / READ: Study Textbook Chapter 6: Activism Introduction, as well as Case 14: “Beyond Disgusting” and Case 15: “Guitar Hero Strikes a Chord.” Submit two sets of printed out comments for each case, addressing what both the activists (Carr-Jordan and Dave Carroll) and the companies (McDonald’s and United Airlines) handled (a) best and (b) worst from a PR perspective.
Nov
16 / Possible Guest Speaker / READ: Readtextbook Chapter 10, Case 30: Quran Burning; and Case 31: Fukushima Nuclear Meltdown. Print out a comment or question related to each case.
14 / Nov
21 / Final Project Preparation, Discussion Leaders / READ: Read textbook Chapter 11, Case 35: Best Buy Fights for Survival. Submit a printed out comment or question related to the case. Expect to make extra credit presentations during this class. Will also review and expectations and discuss any questions related to the final case study project reports and presentations.
Nov
23 / THANKSGIVING
15 / Nov
28 / Discussion Leaders, Textbook Recap/Reflections
Nov
30
16 / Dec
5 / Final Class – FINAL WRITTEN CASE STUDIES AND BLOG ENTRIES DUE