PR199

Campaign Planning & Management

Student Agency

Course Syllabus

Spring 2008

TTH-3:00-4:15 P.M.

DBH 225

 

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

                                    Cdisalvo@casa.sjsu.edu

 

 

 

COURSE DESCRIPTION:

            Campaign Management/Student Run PR Agency

 

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.

 

PR 199 Campaign Management/Student Run Public Relations Agency will

teach public relations seniors and graduate students the value of strategic communication. In the first half of the semester, 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.

 

Once the plan is presented to the client, all students will have the opportunity to execute part of the plan in the last half of the semester.

 

 

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.

 

Execution of public relations plan ideas

Once the client chooses the plan they find that fits their needs. The class will undertake executing many of the ideas for the client.

 

GRADING

Cover letter/resume/portfolio             50 points each-150

Group Written Plan                            100 points

Group presentation                            100 points

Peer evaluation                                    100 points

Public relations projects                     100 points

 

Grading Scale                                   495-550=A

                                                            439-494=B

                                                            383-438=C

                                                            327-382=D

                                                            Below  326=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:

 

Jan. 24             Introduction

 

Jan. 29             Client Presentation

 

Jan. 31             Chapter 1, Understanding Why Planning is Important and How It Relates to Public Relations

 

Feb. 5              Resumes, cover letters, portfolios

 

Feb. 7              Chapter 2, Meeting the Challenges of the Planning Environment

                        Chapter 3, Writing and Leading with Integrity

 

Feb. 12            ¥Resumes and cover letters due

                        Chapter 4, Beginning the Planning Process with Accountability

Chapter 5, Defining Components of Public Relations Plans and Rules for Writing Them

Situational Analysis

           

Feb. 14            Agency Day

 

Feb. 19            *Background/Introduction, Situational Analysis Due

                        Chapter 5-Goals and Primary Focus (audience, publics)

 

Feb. 21            Agency Day               

                       

Feb. 26            ¥Goals and Primary Focus due

                        Objectives      

 

Feb. 28            *Objectives due

                        Strategy discussion

                        Tactics or Activities discussion         

 

March 4          Agency Day

                       

 

March 6          *Strategy and tactics due

                        Timeline/ Budget discussion

 

March 11        Agency Day

 

March 13        *Timeline/ Budget due

                        Evaluation Measurement Discussion

 

 

                       

 

March 18        Agency Day

 

March 20        *Evaluation Measurement Due

 

March 24-31   Spring Break

 

           

April 1            In- class presentations

                        Final plans due

 

                       

April 8            Client Presentation