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SPRING 2018 – MEJO 634.2: PR CAMPAIGNS
Monday Wednesday – 12:30am - 1:45pm|CA 283
Instructor: Livis James Freeman, Jr
Email:
Phone: 919.389.3486
Office Hours: Before/after Class on M and W or by appointment
Office Location: 226
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COURSE OVERVIEW
This course is designed to help you integrate what you’ve learned about public relations and apply those skills in the development of campaigns for real-world clients. Activities include conducting background and audience research; developing realistic objectives, strategies, tactics, and evaluation plans; producing a portfolio of supporting materials; and pitching the campaign to the client.This class will provide a “learn by doing” challenge, with you walking away having translated a client’s real needs and real situation into a serious, polished campaign plan that they can use and you can include in your portfolio. This is an advanced and exciting process and if you’re ready to go above and beyond the expectations of the client, then I look forward to helping guide you to success!
By the end of this course, you will be prepared to think strategically when planning a public relations campaign. This will require using research and theory to develop a set of coherent, measurable objectives for your client that are supported by effective strategies and tactics. By the end of the semester, you will:
(1) Thoroughly understand the public relations campaign planning process as an individual and hard-working group member,
(2) Experience the challenges and rewards of creating an award winning campaign plan for a real client,
(3) Understand how to design and carry out appropriate campaign research,
(4) Use research results, critical thinking, team input and creative problem solving techniques to develop your campaign,
(5) Develop a realistic campaign budget, timeline and evaluation plan,
(6) Produce polished campaign materials for your client that meet their needs and exceed their expectations and
(7) Hone your presentation, public speaking and personal branding skills.
REQUIRED TEXTBOOK, ETC, etc.
Planning and Managing Public Relations Campaigns, A Strategic Approach by Anne Gregory (4thEdition). Additional readings will come from several different sources and will be available on Sakai. You should complete the readings listed on the course schedule before class and be prepared to discuss during class.In addition to the assigned readings, we will spend the first few minutes of class sharing personal and current industry issues.
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, treating everyone in the class with respect, and coming to class prepared and ready to be actively engaged with your classmates. Taking part in our class discussions on current industry issues will count towards your class participation grade.
ASSIGNMENTS (GRADING RUBRICS WILL BE PROVIDED FOR EACH ASSIGNMENT)
Class Participation – 15 points (15% of total grade)
The overall quality of the class and the value both you and the client receive will depend upon the active participation of all class members. Each student will be responsible for leading a class discussion on a current PR event, case, campaign, issue relating to the client or something interesting they found in the required readings once throughout the semester. Points will be determined by the quality of the material (5 points),actual presentation(5 points)and ability to stimulate discussion by questions posed to classmates (5 points).
Research reportand Summary Presentation – 15 points (15% of total grade)
You willsubmit areportof the findings of the research you conduct. Your research report will be one of the most critical parts of creating you campaign. It will help you better understand your client, their stakeholders and environment in which they operate. It will also be the guiding light for your campaign by helping you determine which publics your campaign will be created to serve. The research report can be done in the form of a Prezi or written paper.
Each group will be responsible for providing the client with a 1-page summary of the research report. Specific guidelines will be provided in class.
Personal branding/Preparing for the Interview – 15 points (15% of total grade)
Preparing to compete in the job market is analogous to planning a campaign for a client – except that YOU are the client, and enhancing and promoting your personal brand are the campaign goals. To put campaign planning principles to work in this capacity, you will give a two-minute personal branding story that you could use as a response to the standard interview question “So tell us about yourself.” These presentations will take place in the 2nd half of the semester. A grading rubric will be provided.
Peer evaluations – 10 points (10% of total grade)
You will evaluate the performance of each group member after you have completed your research report (mid-way through the semester) and at the end of the semester after you have turned in your final campaign plan. Both evaluations will be for 5 points for a total of 10 points. Peer evaluation forms will be provided.
Final campaign plan and presentation – 45 points (45% of total grade)
You will present your final campaign proposal at the end of the semester as a full-out “pitch” to your client. This will be a slick, rehearsed, professional presentation, and Q&A from the client, the instructor, and possibly others will follow. Your final campaign will include team bios, the research report summary, a PowerPoint presentation with the actual campaign, visual aids such as video and/or audio, polished graphics, budget and evaluation plan.
Each group will present their final campaign to me and the client (other groups will not be allowed to view). The final campaign presentation will be 8-10 minutes (groups will be cut off at the 10-minute mark). The client’s feedback on the presentation will factor into the grade (15 points).A grading rubric will be provided. You will be competing for the client’s contact so impressing them is the ultimate goal. Final campaign presentations will be done on Monday, April 30th.
NO FINAL EXAM!Consider your campaign plan and presentation your final exam. Your ability to develop a well-founded, creative, and feasible plan will be the ultimate test of your mastery of the course material.
GRADING
Grading guidelines Dec 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.
GRADING DETAILS
For the client work, you are expected to work in a group, as a team, as a working firm. You’ll identify meeting times outside of class and you will determine your own agency rules and expectations of one another. You are responsible for doing your share of work in the group. This means you should be doing as much as anyone else in the group, but you shouldn’t be trying to do the entire project by yourself according to your own vision. I am always available to give you advice on how to work better as a group, and will hold everyone accountable for their participation in the course as a whole. In general, though, as in the professional world, groups are expected to self-govern and resolve conflict, and the best way to do this is being proactive, preventative, and communicative. All issues with particular group members and attempts at reconciliation should be thoroughly documented.
In PR, you need to convince a client that your ideas are viable. This means your deliverables need to be innovative and thorough and responsive to the client’s situation. It also means your work should be error-free, polished, and sophisticated. Many points will be lost for poor writing and/or organization.
COURSE POINTS
Class participation 15
Research report and presentation 15
Personal branding campaign 15
Peer evaluation10
Full campaign proposal/presentation 45
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 final campaign 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.
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 the diversity of peoples and cultures and of the significance and impact of mass communications in a global society;
• Demonstrate an understanding of professional ethical principles and work ethically in pursuit of truth, accuracy, fairness and diversity;
• 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;
JOMC 634.2SPRING 2018 WEEKLY SCHEDULE
This schedule is an outline of our work over the course of the semester. However, because our needs and the clients’ needs Dec change, the timeline and assignments are subject to change. 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 / Homework1 / Jan
10 / Introductions; course policies; course philosophy; refresher on past courses / HOMEWORK: Read syllabus and Gregory Ch. 1: Planning and Managing and Chapter 2: Public Relations in Context
Prepare an outline addressing what you hope to learn from this class, any relevant PR work and/or internship experiences you’ve had, your career aspirations, and a “fun fact” about your personal interests.Create a blog in Sakai and post this in there. Also go to the “roster” section of Sakai and add your photo.
2 / Jan
15 / NO CLASS – HOLIDAY
Jan
17 / Discuss the client; determine discussion leader schedule; finalize groups – group names; discuss campaign processes/book, talk about bios to share with the client (examples), / HOMEWORK: Read Gregory Ch.3: Starting the Planning Process
Create group bios for client visit (bring printed drafts to class on Monday); make sure group bios have a consistent look, include professional headshots and that each individual’s description is no longer than 2 paragraphs; begin researching your client
3 / Jan
22 / Group Bio Drafts are Due; Start preparing for client visit;working in teams, policies, client expectations / HOMEWORK: Each student must come up with at least 3 questions for client visit (coordinate with group members so there are no duplicate questions)
Prepare for client visit,
Jan
24 / CLIENT VISIT / HOMEWORK: Transcribe answers received from client questions
READ: Gregory Ch. 4: Research and Analysis
4 / Jan
29 / Dissect Client’s Visit, Discuss Ch. 4, Develop the research proposal / HOMEWORK: Start planning your research report outline, prepare questions for Stephanie Brown’s visit
Jan
31 / LIBRARY VISIT – Stephanie Brown (Preparation for student presentations) / HOMEWORK:Create research report outline; 1st Discussion Leaders prepare to present
5 / Feb
5 / 1st Group of Discussion Leaders
Discuss Research Report Outlines – I will meet with groups individually / HOMEWORK:Read Gregory Ch. 5: Communication theory and Setting Aims and Objectives
DUE: Bring questions about conducting research
Feb
7 / Research Report Outline is Due/ Discuss Ch. 5/2nd Group of Discussion leaders / HOMEWORK:Read Gregory Ch. 6: Knowing the Publics and Messages
All groups should be conducting research for report.
6 / Feb
12 / NO FORMAL CLASS - RESEARCH / All groups should be conducting research for report.
Feb
14 / 3rd Group of Discussion leaders/Discuss Ch. 6 / All groups should be conducting research for report.
7 / Feb
19 / Individual Group Consultations / All groups should be conducting research for report.
Feb
21 / 4th Group of Discussion leaders,
Prepare for research reports / All groups should be conducting research for report.
8 / Feb
26 / NO FORMAL CLASS – CONDUCT FINAL RESEARCH / All groups should be conducting research for report.
Feb
28 / Research Report Drafts are Due (research should be completed) / Groups should be finalizing, editing and revising research report drafts
9 / Mar
5 / RESEARCH REPORTS DUE
(PRESENT 1-PAGE SUMMARIES FOR CLIENT)
Mar
7 / 5th Group of Discussion Leaders, Next Campaign Steps, Personal Branding Project Guidelines / DUE: Submit 1st peer evaluations
10 / Mar / SPRING BREAK (9-19) / Everyone should be having fun!
11 / Mar
19 / Final Campaign Plan, directions and rubric, Personal branding presentations schedule announced / HOMEWORK:Gregory Ch. 7: Strategy and Tactics,Peter’s The Brand Called You”; Watch video examples for Personal Branding
Mar
21 / 6th Group of Discussion Leaders, Discuss Chapter 7 / Prepare for Personal Branding Statements
12 / Mar 26 / 1st Group of Personal Branding Statement Presentations
Mar
28 / 2nd Group of Personal Branding Statement Presentations / HOMEWORK: Read Gregory Ch. 8: Timescales and Resources and Chapter 9: Knowing what has been achieved: evaluation and review
13 / Apr
2 / 7th Group of Discussion leaders, Campaign Examples / Develop Campaign Outline
Apr
4 / 8th Group of Discussion leaders, Final Campaign Outline Due / Groups should be working on final campaign
14 / Apr
9 / Individual Group Consultations / Groups should be working on final campaign
Apr
11 / 9th Group of Discussion leaders / Groups should be working on final campaign
15 / Apr
16 / GROUP WORKDAY / Begin practicing final campaign presentations
Apr
18 / Final Campaign Practice Sessions (individually done) / Be ready to walk through your presentation and show examples of ready to use pieces.
16 / Apr
23 / Final Group of Discussion Leaders – Possibly additional campaign practice / TBA
Apr
25 / Final campaign presentations
Finals / Apr
30 / Final class and semester recap / DUE: 2nd Peer Evaluations
Course evaluations and wrap-up