processes and program design in the solution of public relations problems for organizations of all types. We’ll look critically at existing (award winning) campaigns and also work toward creating original plans to solve problems or answer opportunities.
321 Allen Hall Office Hours: Vary. Please schedule an appointment: http://www.meetme.so/kellimatthews Web: PRosInTraining.com | Twitter: @kmatthews | Profile: about.me/kellimatthews | Hashtaggery: #J453UO Course Website: https://canvas.instructure.com/courses/887866 COURSE PREREQUISITES J350 Public Relations Principles, J352 Public Relations Writing. WORK OF THE COURSE This course is intense, there’s no way around it. You’ll be learning about how successful plans work, but with a critical eye - what could’ve been done differently? You will also work to create plans that address real business problems faced by a variety of organizations You will analyze, critique, brainstorm, plan, create and present. Course objectives: • Critically analyze cases to evaluate their strengths and weaknesses and write clear, concise critiques of them • Budget and administer campaigns, including use of spreadsheets and calendaring software • Write plans that address a variety of opportunities and issues, including crises • Integrate persuasion theory and research into planning • Choose appropriate communication channels/technologies for diverse local and global publics • Demonstrate creativity in addressing issues • Effectively craft messages for diverse issues and publics • Articulate ethical, best practices in practice • Present clearly, in an engaging manner, both verbally and visually • Demonstrate ROI, outlining how the plan will be evaluated Monday/Wednesday
& individual) 10% Case Study Analysis (team**) 15% 2 PR Plans (team**) 40% Presentations (team & individual) (60% team score/40% individual) 10% Portfolio (individual) + Resume 5% Professionalism, Attendance & Participation (individual) 10% ** All team assignments will include a peer evaluation component that has the potential to impact your grade up to one letter grade (+ or -). Monday/Wednesday
readings assigned to you in this course. Because we aren’t using a regular course book, the readings will be varied and include business trade publications, scholarly articles, case studies, book chapters, etc. Some weeks will be heavy and others will be light. WEEKLY READING DISCUSSIONS Each group is responsible for choosing three additional readings for their week (week 2, 3, 4, 5) and making a short 10 - 12 minute presentation or facilitating an activity related to their reading choices. The presentation will occur after the group discussions. CASE STUDY ANALYSIS* You will, in teams of 2 - 3, analyze one case study. Your team will need to do background research both on the campaign itself as well as the issues, trends, audiences, strategies, tactics and evaluation measures that the campaign used. ! ! ! PR PLAN* The second part of the term will involve taking a public relations problem and creating a creative, strategic public relations plan. Students will work in teams to create the PR plans. This term we will be working with the Medford Police and Fire Departments. PRESENTATIONS* Your team will be responsible for doing one kick-butt presentation on your plan at the end of the term. ACADEMIC PORTFOLIO REVIEWS At the end of the term, you will meet with me one-on-one to show your portfolio work to date and practice presenting your portfolio and discussing your class, internship and professional work. Monday/Wednesday
a lot to think about and process! Over the course of the term, you’ll write four short essays that will synthesize reading material, discussions and relate both to the discussion cases and the PR plan you’re writing. Case essays should be no more than two pages in length, single spaced. ! Planning Essay 1: What is the value of strategic PR planning? Planning Essay 2: Situation analysis: SWOT, PESTEL, etc. Planning Essay 3: Problem solving and creativity Planning Essay 4: Course reflection Monday/Wednesday
professionalism? Is it in the way that you carry yourself? Is it what you wear? Is it your posture? How about your attitude? How do you know if someone is “professional”? Is it tangible? Intangible? Professionalism is a combination of all of the above and a thousand things that aren’t listed. As you finish your college career and look to enter the workforce, understanding what it means to be a professional starts now. I expect you to act like a professional in my classroom. Some of the specific things I look at: Technology use: Use technology appropriately. Using a laptop or tablet as a complement to classroom work and group discussions is appropriate and encouraged. Remember that texting in class is not professional (neither is texting in meetings). Please leave your phones in your bag. Attitude and Posture: Be attentive, present and interested in class lectures, guest speakers, fellow students. Email & Web communication: Emails to me or your classmates should be clear, respectful and on topic. When posting discussion questions or answers to the course website, you should also be conscientious of style and grammar, as well as clarity. Food & Drink: Water or coffee is ok, otherwise, eat your lunch before you get to class. ! ! Ultimately, professionalism is about the work, it’s about the way you interact with your peers and colleagues. It’s about being gracious and empathetic. Characteristics I associate with professionalism Being accountable. Doing what you say you’ll do, having open lines of communication, telling your supervisor or client that you don’t understand or you’re unclear or you’re in over your head. All of that is part of being accountable. I often see students try to “fake it” and not acknowledge their limitations. Putting the work first. Professionalism is about your professional work. That comes first… before your personal brand. You won’t have a very solid “brand,” by the way, if you can’t do good work. Focused on building relationships by celebrating others successes, having empathy. Being a good person, someone who people enjoy working with is also part of the equation. Professionalism means celebrating your team and giving credit where credit is due. It also means having empathy – not for just clients and colleagues, but any “stakeholder.” Relationships are paramount and the ability to build and maintain strong ones takes a real professional. Professionalism (includes attendance and participation) is worth 10% of your final grade. Monday/Wednesday
ask me or expect me to accept late work. Student activity group work CANNOT be made up. I do reserve the right to make changes to the attached reading and topic schedule, which, in turn, might affect the deadline schedule. Such changes would only be made if absolutely unavoidable, due to, for example, guest speakers’ schedules. CLASSROOM PROTOCOL You are expected to be in class on time, every time the class meets. Every student is expected to accept responsibility for getting assignments, understanding precisely what is expected, and getting the work done to a high professional standard on or before specified deadlines. DISABILITIES Students with documented disabilities who may need accommodations, who have any emergency medical information the instructor should know of, or who need special arrangements in the event of evacuation, should make an appointment with the instructor as early as possible, no later than the end of the first week of the term. CONFLICT RESOLUTION Several options, both informal and formal, are available to you to resolve conflicts. First, follow the chain of command: (1) the instructor, (2) Sr. Associate Dean Leslie Steeves, (3) Interim Dean Julie Newton. Outside the School, you can contact the UO Bias Response Team 346-1139, Conflict Resolution Services 346-0617, or Affirmative Action and Equal Opportunity office 346-3123 COMPUTER USE You are encouraged to bring your laptop to class & use it to participate in team projects, research and share ideas and connect via Twitter. What’s not ok: Dinking around on Facebook, shopping, checking on your fantasy sports team, etc. Provided you stay on track, your laptop is a welcome addition to my classroom. Monday/Wednesday
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