School of Media and Journalism

University of North Carolina at Chapel Hill

CASE STUDIES IN PUBLIC RELATIONS: MEJO 531.004
Fall 2017

Tuesday and Thursday, 8 a.m. – 9:15 p.m.

Location: Carroll Hall, Room #283
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Instructor: Richard G. (Rick) Clancy III, APR
Email:
Office Phone: 919.389.0025, Mobile: 858.837.0784
Office Hours: Tuesdays, Thursdays and Fridays 1-3 p.m., or by appointment
Office Location: #372 – Third Floor, Carroll Hall

PREREQUISITE:Successful completion of MEJO 137: “Principles of Advertising and PR”

COURSE OVERVIEW
This course will advance your public relations knowledge and confidence to a level that will be beneficial as you begin your career as a PR professional or work in another field alongside PR practitioners, as well with graduate studies should you decide to conduct deeper research in the field.

You will learn how to think critically and perform like a strategic communications professional while gaining a deeper understanding of various PR disciplines, ranging from crisis communications, media relations (social and mainstream) and multicultural relations, to marketing PR, investor relations, corporate social responsibility and employee communications.

There is no substitute for serving in an actual PR role. That said, Case Studies in Public Relations will help you consider areas of possible PR concentration and prepare you for“real world” PR challenges.Throughout the semester, you will review, discuss, engage with, and evaluate various PR research approaches, strategies, tactics, and outcomes (both successful and not so much) from different sectors, including sports, leisure, entertainment, academia, travel, tourism, consumer marketing, trade associations, health care, government, politics and nonprofit organizations.

This is a unique class that will allow you to play “Monday Morning Quarterback,” critiquing various aspects of how professionals in the field managed actual PR cases. By examining the art and the science of public relations from a management perspective – as broken down in real-world case studies – we will discuss key factors impacting how PR is practiced in a variety of organizations by both internal practitioners and external agency consultants.

Thus, you will learn and benefit from reflection on the experiences of others when faced with challenging interview questions or confronted with similar situations in your career after graduation.

COURSE OBJECTIVES
By the end of the semester – through a variety of case study assessments from the textbook, in the news, plus two major case reports (one prepared as a team and the final one done independently) – you will be equipped to:

  • Critique different approaches to PR research, strategy, execution and evaluation; then determine better alternatives to the cases at hand;
  • Embrace, apply and consider key PR theories, communications models and ethical issues that surround PR programs and practitioners;
  • Work productively in teams due to the team-based midterm case analysis and presentation;
  • Present to groups with greater confidence and impact following two formal class presentations and several informal speaking opportunities;
  • Write better with a focus on AP Style in class reports and assignments;
  • Apply case study learnings to real-world PR practice, research and advanced study; and
  • Address various PR challenges and opportunities that may arise in your post-graduation careers.

Note:The syllabus is subject to change and updates. Revisions will be shared in class and on Sakai.

REQUIRED TEXTBOOK

Cases in Public Relations Management-The Rise of Social Media and Activism, 2nd Edition, 2014 –Patricia Swann(ISBN: 978-0-415-51770-6 hbk, ISBN: 978-0-415-51771-3 pbk, ISBN: 978-0-203-52339-1 ebk)

SUGGESTED READINGS, SPEAKING APP, AND OTHER MATERIALS

Expect to scan regularly for “PR Cases in the News” in public relations, advertising and marketing-focused news outlets like PRSA Issues and Trends, PR News, Bulldog Reporter Daily ‘Dog,’ PRSA SmartBrief, PR Tactics,The Public Relations Strategist,PRNewser, PR Week, CommPRO Executive Briefing, Everything-PR, Holmes Report, Social Media and Marketing Daily, Ad Age, Adweek, The Drum, Digiday,Marketing Profs,MediaPostand Marketing Politics Daily, among others. Also, consider supplementing with mainstream and miscellaneous online news outlets, including The Wall Street Journal,the Associated Press, USA Today, The New York Times,The Huffington Post, Buzz Feed, Forbes,CNNand other sources.

Additional readings will be posted on Sakai, made available in class, offered in the Park Library, or accessible on the web. Among them would be the PRSA and its Silver Anvil Award website at

The Associated Press 2016 Stylebook (ISBN 978-0-917360-61-9); the online edition; or any recent edition borrowed from a friend or the Park Library

The Park Library News, Information and Academic Research Portal for “Cases in Public Relations”

The LikeSo speaking andpersonal presentation smartphone app available for 99 cents at

Tent cards will be provided for name placards used regularly in a rectangle seating arrangement to encourage class discussion and engagement.

GRADING AND ASSIGNMENTS

CLASS PARTICIPATION AND ATTENDANCE: 100

This class may be unlike any other you have taken thus far. It is meant to be a discussion-based course. Arrive on time prepared to be actively engaged in PR case discussion. Your thoughtful participation is imperative for creating a dynamic dialogue in class that will contribute to your success and the success of your classmates – in this class and beyond.

Read assigned cases in advance and be prepared to discuss them critically during class. For every case, come to class with a one to two-page printout with a related question, comment or criticism (unless otherwise stated). Students are expected to volunteer to lead class case discussions from the textbook.

The participation portion of the grade will be assessed based on how often students volunteer to lead case discussions, attendance, frequency and quality of in-class case comments/insights, engagement with guest speakers, textbook case related questions and comments, discussion about PR cases in the news (see below), engagement during midterm and final presentations,and overall participationthroughout the semester.

Class attendance is essential.Beyond being present, however, it will be difficult to get an “A” in this course without active participation in case discussions combined with related readings on your part. Students are expected to volunteer to lead textbook case discussions; analyze PR research, stakeholders, strategies, messages, tactics, outcomes and evaluation; raise questions about PR cases and other topics discussed in class; offer perspective on relevant PR theories and models; and share organizational reviews as those opportunities present themselves during the semester.

Recognizing that life happens, everyone will have the option oftwo absences with no penalty– except for multiple days during midterm or final case study presentations. The two absences can be excused or unexcused, although notice is appreciated as a courtesy and any class assignments are still expected to be submitted on time.

The participation grade will be split in two with the first half worth up to 40 points and the second half worth up to 60 points. The second half grade will also reflect studentengagement during the team midterm presentations and the final presentations, as well as class attendance throughout the semester.

For every class missed beyond two, 10 points will be deducted from the second half grade.Ten points will also be deducted for missing two final or two midterm case presentation class days regardless of total semester absences.A daily sign-in sheet will be used for attendance at the start class. It will also be used to track class participation. In addition, there will be name tent cards at your seats to facilitate discussion.

Laptops and Mobile Phones:During class, laptops may be used for taking class notes andin-class research. If seen using a laptop or mobile device for other purposes, you may lose this privilege for the remainder of the semester.Laptop usage is not permitted during the class exam,when we have guest speakers, nor during the midterm team and final case presentations.Mobile phones are to be turned off during class.

PR CASES IN THE NEWS: 100

Students are expected to monitor and report on current news events related to PR-focused challenges or opportunities faced by different organizations and personalities. These reports should come primarily from public relations, advertising, media and marketing news media sources, including online or offline trade news outlets and professional journals. Other media sources can be used to supplement the reports, such as newspapers, websites, TV/radio news reports, newsletters and magazines.

On dates specified in the syllabus, students will turn in one to two-page reviews of real-world PR casesin the news, usually related to textbook subjects being discussed that day.Please note that when assigned a “Case in the News” is due even if you are absent. Print it out double-spaced using brief paragraphs or in bulleted form.A few cases will be selected for class discussion that day and sometimes the nextclass day. At the start of class, students will be asked to stand (depending on class size) and share their chosen cases informally from the printed reports, engaging classmates in brief discussion.

The reports should include:

  • Name, date, a subject headline, the cited news sources (at least two), and issue dates;
  • A brief introduction of the PR case in the news;
  • The central organization’s (or person’s) name, mission, and general purpose;
  • Key players/actors at the center of the case, dealing with the situation (different from stakeholders and publics affected by it);
  • The main PR challenges, concerns or opportunities;
  • Key publics, stakeholders or target audiences affected;
  • Any research, investigation, testing, or analysis done by the organization involved;
  • PR strategies and tactics executed or planned (to the extent known);
  • PR-related results, media coverage, or other significant outcomes yet;
  • Any evaluation by the organization/person involved related to PR initiatives or outcomes; and
  • Your thoughts, reactions and suggestions from a public relation point of view.

When sharing your case in the news, please stand and present the key points for about five minutes. We will then engage in brief discussion for another few minutes.

Though informal, please be prepared with your facts, analysis of the case and thought-starters for the class as noted above to stimulate discussion. Class members are expected to engage in the conversation with comments and questions. Cases should stem from recent or ongoing news events.

On occasion, we will augment or substitute other assignments for cases in the news, such as organization overviews, PR theory/model analyses, and addressing questionstied to specific cases and guest speakers.

The grade for PR Cases in the News will be split midway through the semester with both halves worth up to 50 points each. Grading considerations will include relevance, timeliness, content depth,multiple and diversity of media sources, key takeaways, PR insights, recommendations, and learnings.

FIRST HALF COURSE EXAM: 190

There will be one test during the first half of the semesteron Tuesday, Sept. 19. It will cover classroom discussions and assigned textbook readings related totheoretical, ethical, legal, strategic, process and tactical considerations that go into developing public relations programs and assessing PR cases. In preparing for the test, pay close attention to the textbook appendices and the introductions to chapters covered by this point in the class.

Expect the test to address the PR process (e.g., RACE and ROPE), definitions (both from the textbook and the PRSA), and communication theories and models. The exam will also cover 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 so you can report on and analyze how cases were handled going forward in the class – and in the real world. The exam will consist of multiple-choice, true/false, andshort-answer questions.Laptops and mobile phones are to be turned off and stored away during the exam.

TEAM CASE STUDY WRITTEN REPORT AND PRESENTATION: 200

The class will be broken out into small teams early in the semester to work together on a midterm case presentation and analysis project. The case will be of each team’s choosing since the year 2000, but not from the textbook. Ideally, the case should encompass most, if not all, of PR process elements of research, planning, execution and evaluation. Before confirming, teams will submit their case preferences to avoid duplication.

The teams will work together on a 10-11 page, double-spaced report(not including citations listed separately at the end) and PowerPoint (or similar) presentation. Team members should have clearly defined roles. Examples include: project and schedule manager, scribe/note-taker, report section writers, overall report editor/integrator, presentation designer and rehearsal leader, among others.Team members should also have specific areas of case study focus, including:

  • A summation or introduction of the case at hand;
  • An organization overview and SWOT analysis of the organization (or person) involved;
  • Research and investigation conducted by the organization to inform or test its PR strategy;
  • The overriding PR goals/aims,measurable objectives, the strategic approach and action plan;
  • Specific PR activities/tactics, communication elements, and program execution;
  • Media (social and/or mainstream) coverage, plus other key outcomes and results;
  • A timeline of major milestones in the case;
  • The key players’ evaluation of the organization’s PR results and impactrelative to initialgoals and objectives;
  • Comparisons to other relevant cases; and
  • Project team recommendations and learnings.

The written case reports should be double-spaced and typed in 12-point font, preferably using Arial, Calibri, Cambria or Times Roman.Team reports must be turned in as hard copy documents during class on the day they are due, which is Thursday, Oct. 12.

The team case study project will be graded in three parts:

  1. 125 Points: For the written case brief, including a summaryof the situation and facts at hand, theteam’s analysis of the PR process involved, and the paper’s overall professionalism (e.g., AP style,spelling, grammar, editing);
  2. 50 Points: For the presentation structure, format and impact, including how well the team broke down the case, shared insights/learnings and engaged the class in discussion;and
  3. 25 Points: For the added value of teamwork demonstrated by the team, plusthecontributions of individual team members. (Acknowledge individual contributions/team roles in introductions tothe written reports and presentations.) Peer reviews will be considered in two parts – an individual review written by a team memberdue on Tuesday, Oct. 17, and class comments provided on a form used during the presentations.

To the extent possible, the team written reports and PowerPoint presentations should include:

  • Pertinent facts related to the case;
  • Background information about the organization and individual players at the center of it;
  • Information about the organization’s values, culture, vision and mission;
  • A brief description of the situation, along with the PR opportunity or challenge;
  • Identification of the key publics, stakeholders and audiences impacted, addressed and how;
  • Research or investigation done by the organization to help inform or test its PR strategy;
  • A timeline of major events and milestones;
  • Overarching PR goals/aims, measurable objectives,the strategic/creative approach, action plan, and desired outcomes;
  • Media coverage – both strategically planned and unplanned because ofunfolding events;
  • Any evaluation of PR outcomes by the organization/key players involved;
  • Related case comparisons; and
  • Team learnings and recommendations.

Peer reviews will be conducted in two phases during the project. The first phase will consist of a team member addressing another teammate’s areas of strong capability, greatest contribution, suggestions for improvement, professionalism/civility, and how feedback was received. The second phase will involve the entire class providing feedback to team presentations through a questionnaire.

The midterm presentations will be scheduled on Thursday, Oct. 12, and Tuesday, Oct. 17 before Fall Break.Each team’s goal with the PowerPoint presentation should be to make it as compelling and engaging as possible to stimulate class interest and discussion. Save in-depth textual analysis for the written report. Create PowerPoint slides with a minimum number of words in large fonts. Don’t read word for word from the slides. Suggest preparing by using the LikeSo personal speech coach app available on Apple iPhones and iPads for only 99 cents at Use images and consider brief videos (or providing them in advance).

At the start of the presentation, please introduce each team member’s area of contribution. Please also provide a printout of the presentation with one slide printed per page.As a courtesy to your classmates, laptops and mobile phones are to be turned off by those not presenting.

In your team’s analysis of the case, examine what the organization (or key players) did tactically, and then address whether those tactics and strategies would be considered effective public relations.Also,be sure to take note of what, if any, research or investigation was done by the organization to help shape the PR strategy, and whether it was appropriate given the situation.

Cover whether the organization had clear aims and measurable objectives, and whether it accurately identified its key publics. What messages were conveyed? Did the organization evaluate its efforts? Any surprising strategies, tactics,or outcomes?

Then, provide your assessment! Compare the case with others you have studied or we have discussed in class. Did the case reflect any of the communication models and theories you studied? What would you do differently if faced with a similar situation in the future? Offer recommendations regarding effective research and evaluation methods that were, or could have been, utilized.How well were key messages delivered and to whom? Address how well key publics and stakeholders were understood/listened to, and whether the publics were communicated with in the best manner possible.