JOMC 431.003: Case Studies in Public Relations
Fall 2013
School of Journalism and Mass Communication
Mondays and Wednesdays | 5:00 – 6:15 p.m. | Carroll Hall 141
Instructor: Denise Hill, APR
Email:
Office: Carroll Hall 389
Office Hours: 3:00 – 4:30 p.m. Wednesdays and by appointment
Prerequisite: JOMC 137: Principles of Advertising and Public Relations
Course Overview
Through the analysis of real-world public relations cases, this course provides a broad background and understanding of how public relations professionals manage public relations in corporate, government and nonprofit organizations.We will build upon the public relations principles you have learned by exploring examples of public relations in action. In reviewing case studies, we are looking at what has already been done. In other words, case study analysis allows us to learn more about public relations by examining what public relations practitioners did in applying public relations solutions to organizational issues, problems, challenges and opportunities. Analysis of cases will include an examination of research, stakeholder groups, message development, objectives, program execution (including strategies and tactics), evaluation and ethical issues.
Course Objectives
By the end of this course, you will be able to:
- Critically examine a variety of real-world public relations cases
- Analyze and critique public relations programs, including audiences, objectives, strategies, tactics, research and measurement
- Identify and address public relations challenges and opportunities
- Make recommendations
- Enhance your presentation and analytical skills
Required Textbook and Materials
- Public Relations Cases, Ninth Edition (2012). Darrell C. Hayes, Jerry A. Hendrix and Pallavi D. Kumar, Wadsworth Cengage Learning. ISBN-10: 1111344426, ISBN-13:978-1111344429
Additional readings and materials will be posted on Sakai. You should also keep up with current news coverage so that we can discuss topical issues and any related public relations implications
in class.
Please note that a library resource site has been set up specifically for this course. This site can be accessed through Sakai, under the “Library Research” tab, or directly through the following link: This site includes helpful resources for your assignments and projects.
Method of study
The case study is the major teaching tool for this course. The instructor will present lecture material relevant to class cases and, along with guest speakers, provide real-world examples of a variety of public relations situations. Group discussion of cases is the heart of the class. Each student is expected to have read assigned case material before the class in which it is to be discussed and be prepared to participate actively in case discussions. Ongoing dynamic case material will also be presented as currents events allow.
NOTE:Class attendance is essential. It will be difficult, if not impossible, to get an "A" in this course without regular class attendance and active and thoughtful participation in the discussion of the cases.
Assignments and Examination
A variety of assignments throughout the semester will allow you to demonstrate what you have learned. Your grade will be calculated as follows:
Written case brief #110%
Written case brief #210%
Midterm exam20%
Attendance and class participation15%
Team written case brief10%
Final project (team project)
Written case study25%
Oral team presentation10%
The standard university grading scale will be applied:
A / = 93-100 % / C+ / = 77-79 % / F / = Below 60 %A- / = 90-92 % / C / = 73-76 %
B+ / = 87-89 % / C- / = 70-72 %
B / = 83-86 % / D+ / = 67-69 %
B- / = 80-82 % / D / = 60-66 %
1
Attendance and Class Participation (10%):
You are required to come to class regularly, to be on time, andto have read the assigned material before class. In addition, you are expected to participate actively in class discussions.
As part of class participation, students will be called on to present case facts as well as analyze public relations practices for assigned readings. In addition, students will be required to identify current events that have had public relations implications and discuss those cases in class.
Case Briefs (2) (10% each):
Over the course of the semester, you will turn in two case briefs evaluating "public relations in action." Each brief should be three to five pages long, and should include the facts of the case, as well as your analysis, evaluation and recommendations.This assignment should be submitted electronically via email or in hard copy.You can choose cases that we will not discuss in class from the following sources: the textbook, the Silver Anvil cases available on the Public Relations Society of America’s website( the cases included on the website of the Council of PR Firms ( a case that has recently been in the news or from another source that you have identified and have discussed with me.You must choose your two cases, prepare a brief, one-paragraph synopsis of the case and where you found the case and send it to me (via email) for approvalby September 16.Information about the format and other requirements for the written case brief will be posted on Sakai, and we will review this information in class.
- Case Brief #1: Due on October 2
- Case Brief #2: Due on October 23
Assignments must be turned in on time. All assignments should be turned in before class if submitted electronically and turned in during class if submitted in hardcopy. If you need to miss class on the due date of a hardcopy submission, you can submit it electronically before class.
Midterm Exam (20%):
The midterm exam will be on October 9 and will cover case studies from class, as well as fundamental PR principles, strategies, and tactics. The test will include multiple choice questions, true/false questions, and short answers. It will cover readings, lectures, and class discussions.
Team Case Brief 10%
Depending on the number of students, you will form teams of three to four students each. Each team will prepare a written case brief. For this case brief, each team will analyze and evaluate one of the award-winning cases in the Arthur W. Page Society case study competition. The cases are available on the Society’s website: This team case brief should be 7 to 10 pages. In addition to the written assignment, each team will present their findings to the class in an informal, oral presentation. The team case brief is due November 6.
Final Project (35%):(25% for the written paper and 10% for the oral presentation)
Written case study (25%)
With the same team you formed to complete the team case brief, you will identify an organization and a real-world case by identifying a problem, opportunity, or issue that an organization faced that required significant public relations solutions. Your team will prepare a written, detailed public relations case study, including an in-depth evaluation of the elements of a public relations case study that we have discussed all semester. This written case study should be 12 to 15 pages, excluding any appendices, citations, graphs and/or charts. With the case brief assignments, you have analyzed and evaluated existing, already-written case studies. In contrast, in this final project you will prepare a new case study, which you (in teams) will present in written and oral form. Information about the format and requirements for the written and oral final project will be posted on Sakai, and we will review this information in class.
The purpose of this assignment is to give you experience in analyzing the public relations work of others, including assessing the strengths and weaknesses of their approach. It should also give you more experience in gathering data/information from a variety of sources and in synthesizing and presenting this information to others. In addition, you will gain experience working in small groups and in managing tasks. Your best work is expected on this project. If you're experiencing problems within your team, let me know early on and we should be able to remedy the situation.
Your team can choose any case, but you must give me a one-paragraph summary of the case you choose. This summary is due to me via email on September 18.
The final written paper is due December 6 by 7:00 p.m.
Oral presentation (10%)
Each team will make a formal PowerPoint presentation to the class. You can include other media in your presentation if applicable, i.e. video news coverage. You will be graded on your Powerpoint presentation as well as your oral presentation skills. Oral presentations will be scheduled for the last two to three class sessions, depending on the number of teams.
Honor code
Students are expected to abide by the UNC Honor Code. Please read below and visit for the full code and more information. The Honor Code is the heart of integrity at Carolina. In brief, the Honor Code says that all students shall 'Refrain from lying, cheating, or stealing,' but the Honor Code means much more. It is the guiding force behind the students' responsible exercise of freedom, the foundation of student self-governance here at UNC-Chapel Hill. The University maintains an Honor Code because we believe that all members of our community should be responsible for upholding the values that have been agreed upon by the community. A written Honor Code is an affirmation of our commitment to high standards of conduct inside and outside of the classroom.
It is expected that each student in this class will conduct himself or herself 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, which includes written case assignments. Use of former students' work constitutes a breach of the honor code and will be dealt with accordingly.
Students with Disabilities
If you have a diagnosed or suspected disability that you think might affect your performance in this course, you should contact the Department of Disability Services to determine whether and to what extent services or accommodations are available. If you think this might apply to you, please contact the Department of Disability Services at 962-8300 or visit the Department’s Website at Please understand that I’m not qualified or permitted under University policies to provide any disability-related accommodations without authorization from DDS.
Diversity
The University’s policy statements on Equal Educational Opportunity and Nondiscrimination as outlined in the 2013-2014 Undergraduate Bulletin. 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.
COURSE SCHEDULE
(UpdatedSeptember 4, 2013, subject to change)
Week / Date / Topic /Activities / Readings & Assignments for This Day1 / Wed
Aug 21 / Course Introduction / None.
2 / Mon
Aug 26 / Elements of aPR Case / Public Relations Cases, read the paragraph under the Process heading on pages 3-5. Also read pp. 12-29 (stop at Programming.)
Wed
Aug 28 / Elements of a PR Case, continued / Public Relations Cases, pp. 29-44 (start with Programming on p. 29.)
3 / Mon
Sept 2 / Labor Day Holiday- no class
Wed
Sept 4 / How to Analyze a Case Study
We will also discuss how to choose cases for your assignments. / Read ‘Analyzing a Case Study’—posted on Sakai.
AT&T/FleishmanHillard Texting While Driving case study—posted on Sakai
4 / Mon
Sept 9 / Social media case study—Doritos Crashes the Super Bowl / Public Relations Cases, pp. 92-104 and pp. 106-119.
Wed
Sept 11 / Media relations case study—Save-A-Landmark National Civil Rights Museum / Public Relations Cases, pp. 49-60 and pp. 74-83.
5 / Mon
Sept 16 / Review of format and requirements for case study briefs.
Review of final project format and requirements.
Team Case Study Meeting & Planning / Read the information on Sakai about format and requirements for the case study brief and final project so you can come prepared with any questions.
Due: Last day to let me know the two cases you want to analyze for your Case Brief #1 and Case Brief #2.
Wed
Sept 18 / Class discussion of team case study topics / Due: One paragraph summary of each team’s case for the final project.
6 / Mon
Sept 23 / Consumer relations case study- Hallmark Sound Card Product Launch / Public Relations Cases, pp. 256-261 and 273-279
Wed
Sept 25 / Using the library to conduct case study research / Guest Speaker: Park Librarian Stephanie Willen Brown will discuss how best to use library resources for your case study assignments
7 / Mon
Sept 30 / Crisis Communicationcase studies –
Crystallizing a Response to a Crisis
and A Crisis Out of Thin Air (2013 grand prize winner of the Arthur W. Page Society case study competition / Public Relations Cases, pp. 345-351, 364-366. “A Crisis Out of Thin Air” available on Arthur W. Page society website
Wed
Oct 2 / Investor Relations/Financial Relations—Aflac Gives Shareholders a “Say on Pay” and Argonaut Group Inc. case / Public Relations Cases, pp. 225-229and pp. 232-238. Also read Argonaut case on the Council of PR Firms website:
Due: Case Brief #1
8 / Mon
Oct 7 / Midterm Review
Wed
Oct 9 / Midterm Exam
9 / Mon
Oct 14 / Community Relations case study-Charleston Animal Society
No class - Fall break starts at 5:00 p.m. / Public Relations Cases, pp. 160-165 and pp.184-192.
Enjoy your break!
Wed
Oct 16
10 / Mon
Oct 21 / Internal Communications –
Newell Rubbermaid Rise to the Challenge: Overcoming the Great Recession of 2009 / Public Relations Cases, pp. 132-137 and pp. 148-155,
Wed
Oct 23 / Guest Speaker – Case TBD / Due: Case Brief #2
Reading TBD depending on guest speaker
11 / Mon
Oct 28 / Public Affairs and Government Relations—
Two Hospitals for Williamsburg / Public Relations Cases, pp. 193-205 and pp. 214-224.
Wed
Oct 30 / International Public Relations—
McDonald’s Global 2008 Beijing Olympic Games Sponsorship / Public Relations Cases, pp. 280-285 and pp. 306-311.
12 / Mon
Nov 4 / Integrated Marketing Communications—
American Cancer Society’s Creating a World with More Birthdays / Public Relations Cases, pp. 381-385 and pp. 405-410.
Wed
Nov 6 / Informal discussion of each team’s Arthur W. Page case brief / Due: Team case brief plus each team will lead an informal discussion in which they present an oral summary of their case study analysis
13 / Mon
Nov 11 / In-class team meetings / In-class team meetings (with team members and with instructor) to review final project progress
Wed
Nov 13 / Corporate Social Responsibility—
P&G’s Future Friendly: Making Conservation Second Nature / Read the P&G case on website of the Council of PR Firms
14 / Mon
Nov 18 / Cases in the news / Class discussion of organizational issues and corresponding public relations solutions that have been in the news.
Due: Send me an email by noon today with the issue you have identified and plan to discuss in class.
Wed
Nov 20 / Reaching multicultural and diverse publics – Guest speaker TBD / Public Relations Cases, pp. 312-317 and TBD depending on guest speaker
15 / Mon
Nov 25 / Final Presentations / Due: Final Presentation Materials
Wed
Nov 27 / Thanksgiving holiday – No class / Happy Thanksgiving!
16 / Mon
Dec 2 / Final Presentations / Due: Final Presentation Materials
Wed
Dec 4 / Class Summary, Group Evaluations, & Group Meeting
**FINAL PAPER DUE FRIDAY, DECEMBER 6 BY 7:00 p.m.**
JOMC 431.001- Fall 2013