MEJO 434.002: Public Relations Campaigns - Spring 2017
Class Time: 11:00am-12:15pm, Mondays and Wednesdays
Room: Carroll Hall 253
Instructor: Joseph Cabosky, J.D., PhD
Office Hours:
Mondays: 12:20pm to 1:20pm;
Wednesdays: 9:45am to 10:45am;
or by appointment
Office: 391 – Carroll Hall
Email:
Prerequisite:MEJO 137, 232, 279, 431
COURSE OVERVIEW
Welcome to your PR Capstone – this a learn by doing class! PR Campaigns takes everything you’ve learnedin your major and has you apply it to a real-world client.By the end of the semester, you will have created a written research report, coupled with a written client report and a final client presentation. This class aims to add to your PR portfolio, as well as help you in job interviews and in the work environment in the future. Your goal in this class should be to produce a thoroughly researched PR plan and presentation that exceeds the expectations of both the client and the instructor.
This class aims to simulate a real-world work environment. So, view me more as your coach or boss than your professor. View your classmates not as students but as coworkers. The aim is to prepare you for the post-graduation world of public relations practice where it is essential to think critically and strategically about the development of sophisticated PR campaigns.
Note that this syllabus is subject to change. Additional readings can be added to Sakai at any time to adjust to class needs and questions.
COURSE OBJECTIVES
Over the course of the semester, by working as a team to research and develop a polished public relations campaign for an actual client and by investing in your personal branding, speaking and presentation skills, you will:
- Learn to work with and listen to a real-world client;
- Use different forms of research to set measurable objectives, inform strategy, test key program elements, and refine evaluation criteria;
- Experience the challenges and rewards of working with a real-world client and creating a PR campaign that meets the client’s needs;
- Understand the complexities of PR campaign planning after working as a team to research and create an effective strategy, creative approach, budget, program timeline, and evaluation plan;
- Strengthen your management and teamwork capabilities by functioning as a mini agency;
- Recommend key program elements and produce some professional PR materials consistent with the campaign strategy that will also serve to enhance your professional portfolio;
- Hone your presentation, speaking, and writing skills; and
- Develop your personal brand to help present yourself effectively in life and career pursuits.
REQUIRED READINGS:
See Syllabus Schedule Below andthe Sakai Resources Tab. Additional readings may be added to the Sakai Resources Tab throughout the semester.
GRADING AND ASSIGNMENTS
Participation and Attendance: 140
This is the PR capstone course. This is thus a professional work environment. The quality of our work environment and the value to both to you and the client depends upon your active participation and attendance. Because much of the work will be with co-workers in your teams, you are expected to be engaged at all times during class time, as well as when you are working together outside of class.
This portion of your grade will reflect such factors as your contributions to class discussions, your degree of preparedness, attendance, and other measures of involvement with the course material. Taking part in class discussions and your work on in-class lab and design days are key.
The participation grade will be based on attendance, completion of pre-class readings, engagement with clients and guest speakers, discussion, initiative demonstrated during the campaign research phase, engagement during final campaign presentations,and your overall level of participation throughout the semester.
Like the real-world, doing “nothing wrong” does not mean you’ll get an “A” in this portion of your grade. An “A” participant is always present, always engaged, and was a critical part of our work environment. A “B” participant was always present, always engaged, and was an important part of our work environment. A “C” participant showed up, was mostly engaged, and was actively part of the team. Anything below those standards will not earn above a “C” in this portion of the grade. Use of a cell phone or online shopping in class instantly means you were not a critical part of the team.
Given the interactive nature of this course, class attendance is essential. Recognizing that life happens, you may be absent twice with no penalty. These can be excused or unexcused – there is no difference, so use your absences wisely. For every class missed beyond two, 23 points (2% of your overall grade) will be deducted from your grade.
Laptop usage will not be permitted when we have class presentations.
Sakai Postings and Video Script: 60
There are 9 required Sakai postings in this course, plus your initial placement survey. These posting are due at least 15 minutes before class, the day they’re due. If a post comes in at 10:46am or later, it will automatically receive 0 points. Each post is worth 5 points.
There is not a lot of reading in this class. Instead, I want all assignments to be directly related to your client. As such, these 50 points are geared to ensure that you’re thinking and prepared ahead of our meetings. Post grades will be based on if you:
1)Showed strong critical thought,
2)Showed organization,
3)Showed interest in the class and client,
4)Demonstrated professionalism (think: would you send this to your boss/client?),
5)Directly answered all parts of the Sakai question posted.
Posts that hit all of these beats will receive 5 points. Posts that miss one of the above categories will receive 4 points. Those that miss two categories will receive 3 points. If posts miss three or more of these categories – or, if the assignment is late or not-completed – you will receive a zero. There are no make-ups.
There are also ten points for your Video Script that happens later in the class. This rubric is similar but will be given later in the class.
Personal Brand Pitch: 100
Preparing to compete in the job market is analogous to planning a campaign for a client, except that you are the client! In this case, enhancing and promoting your personal brand are the campaign goals. This is crucial to the class, as I want you to practice the efficiency of your oral presentations, coupled with your speaking and selling abilities.
You will have the opportunity to make a two-minute presentation to the class. This is where you will share your personal and professional brand story (sometimes called an “elevator pitch”), and field a question or two about yourself. Think of this as a response to the typical ice-breaker in an interview: “So tell us about yourself.”
A formal rubric will be given out a few weeks in advance and posted on Sakai. There are no make-ups for this assignment, so make sure to be present on your assigned day.
Research Report:250
Early in the course, students will be grouped into small agency teams for the purpose of working together on a portion of the client’s PR campaign, which will be presented to the client at the end of the semester. During the first part of the semester, much of the team’s focus will be on research.
This will include an organizational overview, a situational analysis, secondary research and primary research.
The teams’ first task involves proposing research to inform the eventual PR campaign objectives and strategy.Proposals should encompass background related to what is known about the organization, including an organization overview; a situation analysis (including a SWOT); reflection on the issue/opportunity at hand, a breakdown of key publics, stakeholders and/or audiences to be addressed/considered; a market or competitive analysis; and any prior PR efforts.
The week of February 6th, each group will make an informal presentation about what they’ve found and discuss targeted research participants, quantitative and/or qualitative methods recommended, survey and/or interview questions you plan to use, and their work plan for obtaining research participants and conducting the research. The presentation should also address any deeper secondary research considerations (e.g., content or competitive analysis) the team believes is necessary.
Written Report
The second task is the final Research Report, which should be a polished document worthy of presenting to the client. The report should make note of the quantitative and/or qualitative research methodologies utilized, including an analysis of survey or interview participants, questions and responses.
The report should then address key findings and insights gleaned from your primary research, in addition to previously conducted secondary research relative to the needs or objectives, the organizational overview, the situation analysis (including SWOT), market and competitive insights, and interests of key publics, stakeholders and/or target audiences.
A more detailed rubric will be provided on Sakai.
Final PR Campaign Plan (Written) and Presentation (Oral):500
Final PR Campaign Written Report: 250 + 100 for Deliverables
Based on the original researchreport, plus the creative work in the second half of the semester, you will develop a written campaign plan and proposal addressing the client’s needs and/or opportunities.
The plan must include:
- A review of the client’s needs and stated challenges or opportunities,
- An organizational overview and situation analysis (SWOT, market/competitive set, etc.),
- A matrix summarizing the interests/motivations of key publics, stakeholders or target audiences;
- Key findings and insights gleaned from your research concerning these publics relative their interests and the client’s needs,
- A proposed PR action plan with overarching goals or aims (informed by the research and background brief), measurable objectives (stretch targets yet realistic), and the “big idea” or strategy(s) around which the tactics will revolve;
- A detailed outline of the recommended program elements and tactics, including people and resources required to execute them;
- Sample program materials (e.g., target media, blogger and/or influencer lists; sample pitch emails, press release drafts, suggested video or social media content, etc.),
- Evaluation criteria and metrics tied to the plan’s measurable objectives (stated previously), and
- A campaign timetable, and
- A budget framework built around the campaign timeline and an estimate of professional time and other expenses required to execute the program.
The deliverables under No. 7 are worth 100 of the 350 points.
Final PR Campaign Presentation: 150
Together, the Campaign Written Report and the Final PR Campaign Presentation to the client will comprise your final exam for this course.Presentations will be scheduled around the client’s availability probably during the last week of class. (Date still to be confirmed.) Plan on a 15-minute PowerPoint presentation by your agency team followed by questions and comments from the client and the class. The presentation should highlight and summarize the key points in your final campaign plan/proposal as outlined in the section above. How the presenters address questions/comments from the client and the class will be considered in the presentation portion of each student’s final project grade.
A detailed rubric of the final will be given out a few weeks into the semester.
Peer Evaluations: 100 Points
In work life, it is imperative that you’re a good team player. As such, at the end of the semester, you will be given a peer evaluation form to judge the quality of teamwork and work from your group members.
FOR ALL ASSIGNMENTS: If not posted here, Follow Due Dates Written on Grading Rubrics
Overall Grade: 1,150 Points Total
GRADING SCALE
A = 100-93
A- = 92.9-90
B+ = 89.9-88.0
B = 87.9-83
B- = 82.9-80
C+ = 79.9-78.0
C = 77.9-73.0
C- = 72.9-70
D+ = 69.9-68.0
D = 67.9 to 60.0
F = 59.9 or below
Extra Credit Opportunities
They will occur and be discussed as they come. Expect one at these phases of the semester: Secondary research; Primary Research; Public Speaking/Branding; Video Workshop.
PROFESSIONALISM AND ASSIGNMENT EXPECTATIONS
Students are expected to be professional in all dealings associated with this class. This includes treating our client with the utmost respect and providing them with your full attention, as well as conducting yourself in a professional manner both during and outside of class.In addition, all written assignments should be typed, proofread and grammatically correct. Good writing is critical to success in public relations. Punctuation and grammatical errors will affect your grade.
Specific instructions for each assignment will be reiterated in class and are integrated into grading rubrics posted on Sakai. Your ability to follow these instructions as precisely as possible will surely benefit your grade.
SPECIAL ACCOMMODATIONS
Please notify me as soon as possible should you require special accommodations in order to attend, participate, and/or meet the requirements of this class as described above. If such is the case and you have not done so already, also contact the University’s Department of Accessibility Resources Services (AR&S) for more information r by calling 919-962-8300.
THE ACEJMC
The Accrediting Council on Education in Journalism and Mass Communications (ACEJMC) that graduates be cognizant of core values and competencies. In particular, this class aims for you to:
- Demonstrate an understanding of the diversity of peoples and cultures, and of the significance and impact of mass communications in a global society;
- Understand concepts and apply theories in the use and presentation of images and information;
- Think critically, creatively and independently;
- Conduct research and evaluate information by methods appropriate to the communication fields in which they work;
- Write correctly and clearly in forms and styles appropriate for the communication audiences and purposes served;
- Critically evaluate their own work and that of others for accuracy, fairness, clarity, appropriate style, and grammatical correctness;
- Apply basic numerical and statistical concepts; and
- Apply tools and technologies appropriate for various communications professions.
HONOR CODE
Students are expected to conduct themselves within the guidelines of the UNC – Chapel Hill honor system( 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.If you have any questions about your responsibility or your instructor’s responsibility as a faculty member under the Honor Code, please see the course instructor, Senior Associate Dean Charlie Tuggle, or speak with a representative of the Student Attorney Office or the Office of the Dean of Students.
SEEKING HELP
If you need individual assistance, it is your responsibility to meet with the instructor. If you are serious about wanting to improve your performance in the course, the time to seek help is as soon as you are aware of a problem – whether the problem is difficulty with course material, a disability, or an illness.
DIVERSITY AND INCLUSION
The university’s policy on Prohibiting Harassment and Discrimination is outlined in the 2016-2017 Catalog: UNC – Chapel Hill is committed to providing an inclusive and welcoming environment for all members of our community and 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.
HARASSMENT
UNC – Chapel Hill 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, 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 either my attention, to the attention ofSenior Associate Dean Charlie Tuggle,or to The Office of the Dean of Students r 919.966.4042.
JOMC 434– Spring - 2017 Schedule
[As of January 10, 2017 and subject to change]
Wed Jan. 11:
Introductions, (Brief) Intro to the Client, Syllabus and Expectations
Due: Nothing
Wed Jan. 18:
An Overview of PR and Client Planning; Longer Intro to Client: How do universities work?; Break-up into groups
Due: Complete the “About You” Survey (On Sakai) (5 pts);
Read: How to Write a Comprehensive PR Plan (Parts I and II):
Mon Jan. 23:
Client Meeting One
Wendy Borman and Jill Ullman – Development Office
Due: Come prepared with 2-3 questions per person; please turn them in on an index card at the start of class (5 pts)
Wed Jan. 25:
Brief debrief; Client Meeting Two
Wendy Borman and Dean Susan King
Due: Come prepared with 2-3 questions per person; please turn them in on an index card at the start of class (5 pts)
Mon Jan. 30:
Full debrief after client meeting; Semester planning
Intro to Research
Due: On Sakaipost:
One question you still have about the client;
One research idea for the client;
One creative idea for the client (5 pts);
Read: Using PR Research to Drive Business Results:
Wed Feb 1:
Secondary Research: Intro and Discussion
Due:None
Mon Feb 6:
Secondary Reports: Present findings
Due:On Sakai post 2-3 key findings from secondary research as well as a brief SWOT analysis (5 pts);
Wed Feb 8:
Primary: Interviews, Focus Groups, Surveys and more Competitive Analysis
Due:On Sakai post 2-3 primary research goals, interview subjects, design ideas, etc. (5 pts)
Mon Feb 13:
In-Class Research Day I
Due:Come prepared to work
Wed Feb 15:
In-Class Research Day II
Due: Come prepared to work
Mon Feb 20:
Research Debrief
Due: On Sakai post 2-3 key primary research findings
Wed Feb 22:
Branding of Me and Presentation Notes
Due: Watch “Your Elevator Pitch: The single most-important piece of career advice and why it’s quite simple”:
Read “Creating your elevator pitch in two minutes or less”:
Mon Feb 27:
In-class Research Group Writing Day
Due: Come prepared to work
Wed March 1:
Branding of Me Presentations
Due: Presentations of those scheduled this day