jpg, pub475, spring 2008 1 week 1 – pub475 advanced public relations bulletin description: ...

JPG, PUB475, Spring 2008 1

Week 1 – PUB475 Advanced Public Relations Bulletin Description:

Emphasizes a management approach and application of the four-step public relations process to solving public relations problems through planning, design and production of print, broadcast and audiovisual materials used in public relations. Includes public relations case studies and problems.

Review syllabus


Course Objectives

Prepare students to think and act strategically. To engage students in the process of generating public

relations opportunities. To familiarize students with actual examples of public

relations campaigns and initiatives. To alert students to pitfalls in public relations programming. To develop an in-depth understanding of public relations

research, message development, campaign programming and campaign evaluation.

To provide practical exercises in problem solving. To prepare students for assimilating theory and practice in

the public relations practice.


Student Participation Requirement Attend every class period, read assignments before

class, and participate in class discussions. Case studies

Prepare a brief (one page) PowerPoint overview containing the following elements: A brief summary of the case Two strengths of the appeal Two weaknesses of the appeal Identification of the key tactic

Bring both a hardcopy and softcopy on disk or flash drive to class so you may moderate the discussion if called upon.


Grades

Attendance and class participation Quizzes and occasional class assignments Midterm exam Two written reports accompanied by oral

presentations in class Written reports must be typed, double-spaced, be no longer

than three pages and no shorter than two pages.


Written report #1

Research an actual public relations campaign Either contact an organization directly or rely on case study

reports in various library books, the Internet and/or journals.

This report should evaluate all campaign elements based on the RPCE model.

Come to class February 2 prepared to discuss the proposed topic of their project.

Report due March 16.


Written report #2

Two-page proposal outlining a strategic public relations campaign for some aspect of EKU The University itself, one of the academic units, the

athletic department, etc. The proposal must be written in strict RPCE format

and must include all elements of the four-step process. Each proposal must recommend research, planning,

communication and evaluational procedures, Including but not limited to elements such as target

audiences, messaging, programming, outreach material, calendars, budgets and legal ramifications.

Final project due April 20.


Tentative Schedule

Week 1: Introduction and the Public Relations processWeek 2: The Four StepsWeek 3: Strategic MethodologiesWeek 4: Case Study Focus (Research -- Bhopal)

International public relations Report Topics Due

Week 5: Communication TheoryCommunication and public opinion

Week 6: EXAM ONEWeek 7: Case Study Focus (Planning -- Nestle)

Public Relations Ethics Public Relations Law

Week 8: Case Study Focus (Communication -- Kodak)Corporate Communication, Internal Communication and Community Relations


Tentative Schedule

Week 9: Spring BreakWeek 10: Media and media relations

Case Study Focus (Communication -- Tylenol)Written Report No. 1 due

Week 11: Governmental, Consumer and Investor RelationsWeek 12: Case Study Focus (Evaluation -- Swissair)

Crisis ManagementWeek 13: Integrated Marketing CommunicationsWeek 14: Industrial and Graphic DesignWeek 15: Discussions Regarding Written Report #2

Written Report No. 2 dueWeek 16: Final assessment and wrap-up


Public Relations practice

Public relations is a business. PR practitioners play a role as part of the ensemble.

Public Relations is a profession. It has codified rules and practices that define it.


Professionalism in the practice of Public Relations (Bernays) 1. A codified body of knowledge and a growing bank of theoretical literature,

precedents and case studies.

2. Insight into human behavior and the formulation and movement of public opinion.

3. Skill in the use of communications tools, social science technology, and persuasion to affect opinions, attitudes and behaviors.

4. Academic training including the PhD, offered in colleges throughout the world, and professional development available through a multiplicity of professional societies.

5. A formal code of ethics.

6. A service that is essential in contemporary society.

7. Nobility of purpose in harmonizing private and public interests – thus enabling individual self-determination and democratic societies to function.


Building an Ethical Reputation Word-of-mouth communication

Can be negative or positive Ethical issues

Reciprocal relationships Hiring away employees Reporting income Claiming or sharing credit

What does “PR” include?

Media Relations Community Relations Employee Relations Financial Communications Advertising Promotions Special Events Management Training



Financial Public Relations

Role within corporation Role within the financial community The Annual Report as a communication vehicle

Key components: marketing materials and 10K


Ethnic Target Markets

Growth of minorities Regional issues

Effective strategy includes: Special events Personalize products Target ethnic media Review all messages for bias, stereotypes, etc.


Creative Execution

Client reviews Approvals Delegation “Concur” and “non-concur”

Institutional approvals Internal, e.g. Board of Directors External, e.g. government agencies (FDA, etc.)

Media reviews Embargos


Typical corporate organization

President / CEO Board of Directors

Product Division #1

Product Manufacturing

Corporate Finance

Distribution / Supply Chain

Human Resources

Community Affairs

Corporate Communications

Corporate / Brand Advertising

Product Development

Product Marketing

Product Advertising

Worldwide Marketing & Sales

Product Sales

Corporate Legal

For next class

Go buy your books. Read:

Cutlip – Chapter 1 Center – Chapter 1


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