PR 193

Special Event Management

Fall, 2007

Tuesday-Thursday

1:30-2:45 P.M.

DBH 202

 

Professor:                             Chris Di Salvo

Office:                                   DBH 204

Phone:                                   (408) 924-3284

Home Office:                       (408) 265-0302

Home Fax:                           (408) 265-0195

Email:                                   Profeff@aol.com

Office hours:                        Wednesdays, 2:00-3:00 P.M.  and Thursdays-4:15-5:15 p.m. or by appointment                     

 

Course Prerequisites:

This course is an elective in the public relations degree program and is open to all majors.  For maximum performance in the class, students should have completed PR99 and PR190.  Graduate students may take the course with the professorŐs permission.

 

Class Objectives:

At the end of this semester, students should have a knowledge and understanding of how to plan, organize, publicize, and promote a variety of events that include banquets, conventions, seminars, media tours, news conferences, trade shows, fund-raisers, receptions, open houses etc.  Part of this knowledge will be an understanding of how to work with caterers, banquet directors of hotels and restaurants, graphic designers, printers, photographers, direct mail specialists and other vendors to plan successful events that achieve an organizationŐs public relations objectives.

 

Required Text:

Armstrong, James S., Planning Special Events, 2001

 

Recommended:

Students should be conscious of reading a daily newspaper such as the New York Times and weekly newsmagazines such as Newsweek or Time.

 

Class Format:

This class is a combination practicum (lab) and interactive seminar where there will be guest speakers, class discussion, and evaluation of various concepts and techniques, readings in event management and actually producing an event.  The professor intends on managing the class as a public relations agency who produces events.  Each student will have a responsibility to perform his or her task assigned.

 

Class Assignments:

 

Class Readings: Each student is responsible for assigned chapters in the required text.  In addition there will be class handouts.  Reading the assignments before class improves the quality of class discussion.

 

Guest Speaker Reports: The professor will schedule a variety of prominent speakers who work in the event management field.  Each student will write a 1-2-page summary of the guest speakerŐs comments in a news release format and tailored for possible use in the Spartan Daily.  These reports can not be made up.  Guest speaker news releases are due at the next class session following the appearance of the guest speaker. 

 

Volunteering for Events: As part of class assignments, students must volunteer for two events that may include set-up, working with the media, registration, and logistics clean up and more.  Student must discuss the event with the professor for prior approval.

 

Case Study: Event Planning/Promotion:

Each student will write a case study of a special event that occurred within the past year.  The research for this paper will be an interview with one or more individuals who were responsible for planning and promoting the event.  The paper, 12-15 pages in length should be double-spaced.  The professor will distribute an outline of what should be included in this paper.

 

Students will be required to present their paper to the class in a 10-minute period.  Visual aids should be utilized.  Students must present their topic to the professor in a word-processed format.  The student should give the name of the organization, name of event, and what individuals would be interviewed for this assignment.

 

Group Project:

There are two events the class will be organizing.  One is the School of Journalism and Mass Communications December convocation and reception for graduating students.  This event, held every year, attracts about 600 people.  The second is PR Day, a Public Relations day- long conference for public relations students in the School of Journalism and Mass Communications that will be held in early November.  All members of the class will be involved in one or both of these events and work on various committees.

 

Grading:

Guest Speaker News Releases (6 at 25 points each)                              150

Volunteering for Events      (2 at 25 points each)                                                50

Case Study: Event Planning/Promotion                                                   100

Group Project:                                                                                              200

 

Point total                                                                                                      500

Grades will be determined as follows:

                        450-500                                                         A

                        399-449                                                         B

                        348-398                                                         C

                        297-347                                                         D

                        Below 296                                                    F                                                                                                                                                                                   

ProfessorŐs Quirks:

            Assignments, special reports and updates are due the date they are due at the beginning of class.  Only extenuating circumstances will be grounds for breaking this rule.  All written materials are expected to be professional quality which means they must be word-processed and error free.  For every mistake in spelling, punctuation, grammar, sentence structure etc, three points will be deducted from your assignment.

 

Class Policies:

1.  Drops after the third week require "serious and compelling " reasons

per university policy.

 

2.  Similarly, incompletes will be granted only under extenuating

circumstances beyond the student's control, and must be prearranged and

documented.

 

3.  Make-up examinations must be for compelling documented reasons and

prearranged.

 

4.  Assignments have due dates.  No papers accepted after 5 pm. on the

day due.  If you miss class, put them in my mailbox in the main office.

 

5.  Do not fax or email papers to me unless you have prior arrangement.  Do

not expect me to download your work off my computer.

 

6.  If you reach my voice mail, or use e-mail, ask your question and

leave a number so I can respond once, rather than play phone tag.

 

7.  Please arrive on time, be quiet and be courteous, especially on days

when there is a guest speaker.

 

8.  University policies on plagiarism will be enforced.

 

Class Schedule:

 

Aug, 23          Class Introduction, Event Projects for the Semester, Volunteer                                    Opportunities

 

Aug. 28-30    Guest speakers regarding Convocation and PR Day

 

Sept. 4-6        Chapter 1:  Understanding the Four Phases of Event Management

                        Chapter 2: Designing Your Special Event Timeline

                        Choose your event.

 

Sept.11-13     Chapter 3: Learning from Your OrganizationŐs Past Performance

                        Chapter 4: Preparing Needs Assessment

                        ĽCase Study Idea Due

 

Sept.18-20     Chapter 5: Planning and Managing to Achieve Your Goals

                        Chapter 6: Selecting the Right Event

 

Sept. 25-27   Chapter 7: Creating Your Budget

                        Chapter 8: Building Effective Teams

 

Oct. 2-4          Chapter 9: Revising the Timeline to Stay on Track

                        Chapter 10: Constructing and Managing Your Marketing Comm Plans

 

Oct. 9-11        Chapter 11: Creating Compelling Promotional Materials

 

Oct.16-18       Chapter 12: Managing the Necessary Paperwork

 

Oct. 23-25     Chapter 13: Managing the Details

 

Oct 30-

Nov. 1            Chapter 14: Handling Surprises and Contingencies

Chapter 15: Thanking, Acknowledging and Reporting

 

Nov. 6-8        Final planning of PR Day and Convocation

 

Nov.13           Final planning of PR Day and Convocation

 

Nov. 15          PR Day-all class members expected to volunteer and attend

                       

 

Nov.20           PR Day Wrap Up and Convocation Planning

 

Nov.22-25     Thanksgiving Vacation

 

Nov.27-

Nov. 29          Case Study Presentations  

Final planning of convocation

 

Dec. 4-5         Final planning of convocation

           

Dec. 10           Last day of instruction

                        Final planning of convocation

                        Written Case Study Due    

 

School of Journalism Convocation