PR199
Campaign Planning & Management
Course Syllabus
Fall 2007
MW-4:30-5:45 P.M.
DBH 213
Instructor:
Professor
Chris Di Salvo
Office: DBH
204
Office Hours: Wednesdays
from-2:00-3:00 p.m. and Thursdays 4:15-5:15 P.M. or by appointment
Phone:
On
campus: (408) 924-3284
Off
campus: (408) 265-0302
FAX: (408) 265-0195
Email: Profeff@aol.com
COURSE DESCRIPTION:
Campaign
Management/Service Learning
Welcome to PR199, the senior level seminar course in the public relations degree program. This is a capstone course designed to integrate previous courses and internship for the purpose of providing a comprehensive overview of how all the elements of strategic public relations programming are done.
This class is designed to teach public relations seniors and graduate students the value of strategic communication. Students will work in teams very much like a public relations firm and complete a public relations plan for a real client. Real clients include a for- profit and a non- profit organization. If students choose a non- profit organization, they have the opportunity of learning about the many agencies that serve the immediate community.
At the beginning of the semester both clients present their public relations dilemmas to the students in the form of a request for proposal. During the semester, students have the opportunity of meeting with both for profit clients as well as non -profit clients so that they can learn more about their organizations. Many times the budgets for the for profit clients are more lucrative. When students choose a non- profit client they are forced to be more creative in their public relations plans thus learning how to do more with less.
At the end of the semester, both clients are impressed with the studentÕs work. However, the non-profit clients are very grateful because they have received planning that they can implement in their agencies. This end allows the students to identify community/identified needs while making a civic contribution to their surrounding community.
COURSE PREREQUISITES
Students MUST have completed PR99, PR190 or PR191, PR192, and MC111 (internship) prior to enrolling in this course. Concurrent enrollment is NOT permitted except in the case of enrollment in one of the remaining writing courses (PR190 or PR191). Prerequisites are rigidly enforced and failure to meet the prerequisites will result in disenrollment. Graduate students may have prerequisites waived if they have professional experience in an area of public relations and receive the permission of the instructor.
COURSE OBJECTIVES
The objective of the capstone course in the public relations degree program is to integrate all aspects of the studentÕs learning and experience into a coherent understanding working as a professional in the public relations field. Students should gain knowledge in:
REQUIRED TEXTS
Hagley, Tom. Writing Winning Proposals PR Cases. Pearson
Recommended:
Seniors in public relations are expected by potential employers to be aware of current trends and issues in public relations practice. Consequently, it is recommended that students regularly read (or even subscribe) to PRWeek, Public Relations Tactics, Public Relations Quarterly, and even the Public Relations Review. All of these publications are available in the Brown Reading Room (DBH109).
FORMAT OF THE CLASS
The course is taught as an interactive seminar, which requires everyone to participate. An effective seminar, for maximum learning and enjoyment, has the following characteristics: (l) strenuous practice in close reading of the assigned book chapters, (2) careful listening, (3) precise thinking, and (4) concise expression of ideas.
Students have the responsibility of (l) being willing to stretch themselves by actively thinking about the content of the readings, (2) making every effort to keep focused on the topic at hand, and (3) respecting the ideas and contributions of other students. The professor has the responsibility of facilitating discussion, guiding students to think deeply about the meaning and value of the readings, assuring a supportive environment for interactive learning, and encouraging the expression of student ideas and experiences.
ASSIGNMENTS
The following course work is required:
Readings:
Students will be required to read the text before class lecture.
Cover Letter/Resume/Portfolio
Students will prepare a tailored cover letter for a specific job opening that they have found. In addition, they will prepare a professional resume and organize a portfolio of past accomplishments.
Group Project
Students will divide into teams and prepare a public relations program proposal for a Òreal-worldÓ client. The proposal will be professionally written and produced; it will include all elements of a program plan. In addition, students will make a professional presentation to the client
Peer Evaluation
The group project will be evaluated in several ways. One way is the evaluation of other team members regarding your contributions. A second way is scoring of the formal presentation by the client. A third area involves professor feedback.
Exams
This course has no mid-term or final exam. The campaign plan, presented to the client, constitutes the final exam.
GRADING
Cover letter/resume/portfolio 50 points each-150
Group Written Plan 100 points
Group presentation 100 points
Peer evaluation 100 points
Grading Scale 405-450=A
359-404=B
313-358=C
267-312=D
Below 266=F
OTHER NOTES
Keeping Up With the Class
The course requires extensive cooperation and work with a team of fellow students. Everyone, including you, has busy schedules but its imperative that you make every effort to meet regularly with your group and finish parts of a campaign plan in a timely manner. ItÕs also important to keep up with the readings, since they provide a contextual framework for much of the group work.
Dropping the Course
University policy requires a Òserious and compelling reasonÓ for dropping a class after the drop deadlines, usually three weeks after the semester begins. After this date, the professor will NOT drop a student except for documented work conflicts or health reasons. Failing grades, lack of interest, or whatever Ð are NOT considered a Òserious and compelling reason.Ó
Petition for Late Adds
Students who want to receive credit for taking the course must be officially enrolled by the UniversityÕs established ADD deadlines. The professor will NOT sign any Late Add petitions after this date.
Incompletes
On occasion, a student has major difficulty completing the course on schedule. However, a student may only petition for an Incomplete if he or she has completed 70 percent of the course and has a documented reason. In other words, an Incomplete can only be requested if all requirements for the course are completed except the final exam.
Professor as Mentor
The objective of the class is to have a good learning experience. To that end, the professor is available for consultation and conversation. You should contact the professor (during office hours or online) if you have questions about assignments or have other concerns.
Class
Policies:
1. Academic dishonesty will result in failure per university policy
2. Drops after the drop deadline require serious and compelling reasons,
per university policy.
3. Incompletes will be granted only under extenuating circumstances
beyond the students control, and must be prearranged and documented.
4. Assignments have due dates. No papers accepted after 5 p.m. on the
day due. If you miss class, put assignments in my faculty mailbox in the
main office.
5. Mature, courteous and civil behavior is expected at all times. Repeated
distracting or annoying behavior to the professor or fellow students may
result in the offender being asked to leave the classroom. Please arrive
on time, turn off cell phones and pagers, and restrict eating to outside
the classroom.
AEJMC STUDENT LEARNING
OUTCOMES
( 1 ) Understand and
apply the principles and laws of freedom of speech and press, including the
right to dissent, to monitor and criticize power,
and to assemble and petition for redress of grievances
( 2 ) Demonstrate an
understanding of the history and role of professionals and institutions in
shaping communications
( 3 ) Demonstrate an
understanding of the diversity of groups in a global society in relationship to
communications
( 4 ) Understand concepts
and apply theories in the use and presentation of images and information
( 5 ) Demonstrate an
understanding of professional ethical principles and work ethically in pursuit
of truth, accuracy, fairness and diversity
( 6 ) Think critically,
creatively and independently
( 7 ) Conduct research
and evaluate information by methods appropriate to the communications
professions in which they work
( 8 ) Write correctly and
clearly in forms and styles appropriate for the communications professions,
audiences and purposes they serve
( 9 ) Critically evaluate their
own work and that of others for accuracy and fairness, clarity, appropriate
style and grammatical correctness
( 10 ) Apply basic
numerical and statistical concepts
( 11 ) Apply tools and technologies appropriate for
the communications professions in which they work.
Course Schedule:
Aug. 27 Introduction
Aug. 29 Client
Presentation
Sept. 4 Labor
Day-Holiday
Sept. 5 Client
Presentation
Sept. 10 Choosing
your client and agency
Sept. 12 Chapter
1, Understanding Why Planning is Important and How It Relates to Public
Relations
Sept. 17 Field
trip- Career Center-Resumes, cover letters, portfolios
Sept. 19 Chapter
2, Meeting the Challenges of the Planning Environment
Sept. 24 Chapter
3, Writing and Leading with Integrity
Sept. 26 Agency
day
¥Resumes
and cover letters due
Oct. 1 Chapter
4, Beginning the Planning Process with Accountability
Chapter 5, Defining Components of
Public Relations Plans and Rules for Writing Them
Oct. 3 Agency
Day
Oct. 8 *Background/Introduction,
Situational Analysis Due
Chapter
5-Goals and Primary Focus (audience, publics)
Oct. 10 Agency
Day
Oct. 15 ¥Goals
and Primary Focus due
Objectives
Oct. 17 Agency
Day
Oct. 22 *Objectives
due
Strategy
discussion
Oct. 24 Agency
Day
Oct. 29 *Strategy
Due
Tactics
or Activities discussion
Oct. 31 Agency
Day
Nov. 5 *Tactics/
Activities due
Timeline/
Budget discussion
Nov. 7 Agency
Day
Nov. 12 *Timeline/
Budget due
Evaluation
Measurement Discussion
Nov. 14 Agency
Day
Nov. 19 *Evaluation
Measurement Due
Nov. 21 In
class presentations
Nov. 26-28 In-
class presentations
Dec. 3-5 In-
class presentations
Dec. 10 Last
day of class
Client
presentations or by arrangement
¥Portfolios
due