School of Media and Journalism

University of North Carolina at Chapel Hill

CASE STUDIES IN PUBLIC RELATIONS:  MEJO 431.004Spring 2017

Monday and Wednesday, 2 p.m. – 3:15 p.m.

Location: Carroll Hall, Room #283

____________________________________________________________________________________

Instructor: Richard G. (Rick) Clancy III, APREmail: rickc@email.unc.eduOffice Phone: 919.389.0025, Mobile: 858.837.0784Office Hours: Mondays and Wednesdays, 9:30 a.m. – 10:30 a.m.; Tuesdays and Thursdays, 11 a.m. – 12:30 p.m., or by appointmentOffice Location: #370 – Third Floor, Carroll Hall

PREREQUISITE: Successful completion of MEJO 137: “Principles of Advertising and PR”

COURSE OVERVIEWThis course will advance your public relations knowledge and confidence to a level that will be beneficial as you begin your career as a PR professional or work in another field alongside PR practitioners, as well as in graduate studies as you conduct deeper research in the field. You will learn how to think critically and perform like a strategic communications professional while gaining a deeper understanding of various PR disciplines, ranging from crisis communications, media relations (social and mainstream) and multicultural relations, to marketing PR, investor relations, corporate social responsibility, and employee communications.

There is no substitute for serving in an actual PR role. That said, “Case Studies in Public Relations” will help you consider areas of possible PR concentration and prepare you for “real world” PR challenges.

Throughout the semester, you will review, discuss, engage with, and evaluate various PR research approaches, strategies, tactics, and outcomes (both successful and not so much) from different sectors, including sports, leisure, entertainment, academia, travel, tourism, consumer marketing, trade associations, health care, government, politics, and nonprofit organizations.

This is a unique class that will allow you to play “Monday Morning Quarterback,” critiquing various aspects of actual PR cases and how professionals in the field managed them. By examining the art and the science of public relations from a management perspective – as broken down in real-world case studies – we will discuss key factors impacting how PR is practiced in a variety of organizations by both internal practitioners and external agency consultants.

As a result, you will be in a position to learn and benefit from your reflection on the experiences of others when you are asked certain interview questions or confronted with similar situations in your career and life after graduation.

Note: This syllabus is subject to changes and updates. Any revisions will be shared in class and on Sakai.

COURSE OBJECTIVESBy the end of the semester – through a variety of case study assessments from the textbook, in the news, plus two major case reports (one prepared as a team and the final one done independently) – you will be equipped to:

Critique different approaches to PR research, strategy, execution and evaluation; then determine better alternatives to the cases at hand;

Embrace, apply and consider key PR theories, communications models and ethical issues that surround PR programs and practitioners;

Work productively in teams as a result of the team-based midterm case analysis and presentation;

Present to groups with greater confidence and impact following two formal class presentations and several informal speaking opportunities;

Write better with a focus on AP Style in class reports and assignments; Apply case study learnings to real-world PR practice, research and advanced study; and Address various PR challenges and opportunities that may arise in your post-graduation careers.

REQUIRED TEXTBOOK

Cases in Public Relations Management – The Rise of Social Media and Activism – Second Edition – Patricia Swann – 2014 (ISBN: 978-0-415-51770-6 hbk, ISBN: 978-0-415-51771-3 pbk, ISBN: 978-0-203-52339-1 ebk)

SUGGESTED READINGS, SPEAKING APP, AND OTHER MATERIALS

Expect to scan regularly for “PR Cases in the News” in public relations and marketing-focused news outlets like PRSA Issues and Trends, PR News, Bulldog Reporter Daily ‘Dog, PRSA SmartBrief, PR Tactics, PRNewser, PR Week, CommPRO Executive Briefing, Everything-PR, Holmes Report, Social Media and Marketing Daily, Ad Age, Adweek, Digiday, Marketing Profs, and Marketing Politics Daily. Also consider mainstream and miscellaneous online news outlets, including The Wall Street Journal, the Associated Press, USA Today, The New York Times, The Huffington Post, Buzz Feed, Forbes, CNN, and other sources.

Additional readings will be assigned and posted to Sakai, made available in class, offered in the Park Library, or available on the web. Among them would be the Public Relations Society of America (PRSA) and its Silver Anvil Award website at https://www.prsa.org/Awards/SilverAnvil/SilverAnvilEnter/Documents/SA16.pdf

The Associated Press 2016 Stylebook (ISBN 978-0-917360-61-9); the online edition; or any recent edition borrowed from a friend or the Park Library

The Park Library News, Information and Academic Research Portal for “Cases in Public Relations” http://guides.lib.unc.edu/mejo431

The LikeSo speaking and personal presentation smartphone app available for 99 cents at https://sayitlikeso.com/

Tent cards will be provided for name placards used regularly in a rectangle seating arrangement to encourage class discussion and engagement.

GRADING AND ASSIGNMENTS

CLASS PARTICIPATION AND ATTENDANCE: 125

This class may be unlike any other you have taken thus far. It is meant to be a discussion-based course. Arrive on time prepared to be actively engaged in PR case discussion. Your thoughtful participation is imperative for creating a dynamic dialogue in class that will contribute to your success and the success of your classmates – in this class and beyond.

Read assigned cases in advance and be prepared to discuss them critically during class. For every case, come to class with a one-page printout with a related question, comment or criticism (unless otherwise stated). Students are expected to volunteer to help lead class case discussions from the textbook.

The participation portion of the grade will be assessed based on attendance (students will sign in for each class), completion of pre-class readings, special assignments, in-class case reviews/insights, engagement with guest speakers, textbook case-related questions and comments, PR cases in the news discussion (see below), active involvement during midterm and final presentations, and enthusiastic engagement generally throughout the semester.

Class attendance is essential. Beyond being present, however, it is impossible to get an “A” in this course without active participation in case discussions combined with related readings on your part. Students are expected to volunteer often to lead textbook case discussions; analyze PR research, stakeholders, strategies, messages, tactics, outcomes and evaluation; raise questions about PR cases and other topics discussed in class; offer perspectives on relevant PR theories and models; and share organizational reviews as those opportunities present themselves during the semester.

Recognizing that life happens, everyone will have the option of two absences with no penalty – with the exception of no more than one day during midterm and final case study class presentations. The two absences can be excused or unexcused, although advance notice is appreciated as a professional courtesy and any class assignments are still expected to be submitted on time.

The participation grade will be split with the first half grade worth up to 50 points. The second half participation grade will be worth up to 75 points, reflecting student engagement from the team presentations through the final presentations in addition to class attendance throughout the semester. For every class missed beyond two, 10 points will be deducted from the second half grade. Ten points will also be deducted for missing two final or two midterm case presentation class days regardless of total semester absences.

A daily sign-in sheet will be passed around to start class. Similar to many professional conferences, there will be name placards at your seats to facilitate discussion.

Laptops and Mobile Phones: During class, laptops may be used for taking class notes and doing in-class research. If seen using a laptop or mobile device for other purposes, you may lose this privilege for the remainder of the semester. Laptop usage will not be permitted during the class exam, when we have guest speakers, nor during the midterm team and final case presentations. Mobile phones are to be turned off in class. No texting or instant messaging.

PR CASES IN THE NEWS: 100

Students are expected to monitor and report on current news events related to PR-focused challenges or opportunities faced by different organizations and people. These reports can come from online or offline media sources, including newspapers, websites, TV/radio news reports, professional journals, trade publications, newsletters, or magazines. I am glad to make suggestions and will post articles worthy of your attention on the class Sakai website.

On dates specified in the syllabus, students will turn in brief overviews at the beginning of class outlining real-world PR cases in the news. Please note that a “Case in the News” is due even if you are absent. Print it out double-spaced in bulleted form on the front and back (if necessary) of a single sheet of paper. A few cases will be randomly selected for class discussion that day and the next class day. On occasion, cases in the news related to specific topic areas covered in class will be required (e.g., cultural issues, employee communications, investor relations, politics, etc.). At the start of each class, students will be asked to stand (depending on class size) and share their chosen cases informally from the bulleted reports, engaging classmates in brief discussion.

The bulleted reports should include:

Name, date, a subject headline, the cited news sources (at least two), and issue dates; A brief introduction of the PR case in the news; The central organization’s (or person’s) name, mission, and general purpose; Other key players in the case (different from stakeholders and publics); The main PR challenges/concerns or opportunities; Key publics/stakeholders or target audiences involved; Research, investigation, pilot testing, or analysis done by the organization or person involved; PR strategies and tactics executed or planned (to the extent know); PR-related results, media coverage, or other significant outcomes yet; Evaluation by the organization/person involved of its PR initiatives or reactions (again, to the

extent know); and

Your thoughts and suggestions, primarily from a public relations point of view.

These bulleted notes will help you present the situation and your analysis in a coherent yet informal manner. This is why bullet points and brief phrases will do. When sharing your case, please stand and present the key points for about 10 minutes. We will then engage in brief discussion for another five minutes or so.

Though informal (no PowerPoint necessary), please be prepared with your facts, analysis and thought-starters as noted above to stimulate discussion. Class members are expected to engage in the conversation with comments and questions. Cases should stem from news events within the last month or so, and can certainly be of an ongoing nature.

On occasion, we will augment or substitute other assignments for cases in the news, such as organization overviews, PR theory/model analyses, and prepared questions tied to specific cases and guest speakers.

The grade for PR Cases in the News will be split with a first half grade worth up to 50 points and a second half grade worth up to 50 points. Grading considerations will include PR relevance, timeliness, content depth, quality and diversity of media sources, key PR takeaways and insights, your assessment, recommendations, and learnings relative to effective public relations.

FIRST HALF COURSE EXAM: 200

There will be a test during the first half of the semester on (date). It will cover classroom discussions and assigned readings related to various theoretical, ethical, legal, strategic, and tactical considerations that go into developing public relations programs and assessing PR cases. In preparing for the test, pay close attention to the textbook appendices and the introductions to chapters covered by this point in the class.

Expect the test to address the PR process (e.g., RACE and ROPE), definitions (both from the textbook and the PRSA), theories and models, plus key aspects of media relations, crisis communications, investor relations, social media strategies, corporate social responsibility, customer relations, and other areas addressed by this point in the semester.

The aim of this test is not to examine specific cases. Rather, it is to ensure you are well-grounded in the fundamentals of PR to report on and analyze how various cases were handled as you go forward in the class – and in the real world. The exam will consist of multiple-choice, true/false, and short-answer questions. Laptops and mobile phones are to be turned off and stored away during the exam.

** TEAM CASE STUDY WRITTEN REPORT AND PRESENTATION: 225

The class will be broken out into small teams for the purpose of working together on a midterm project to assess and present their analysis of a case that emerged since the year 2000, but not from the textbook. Initially, the teams will submit their top two case preferences to avoid duplication.

The teams will work together on an eight to 10-page report (not including citations listed separately at the end) and a PowerPoint presentation. Team members should have clearly defined roles. Examples include: project/schedule manager, scribe/note-taker, report section writers, overall report editor/integrator, presentation designer, and rehearsal leader, among others.

Team members should also have specific areas of case study focus, including:

A summation or introduction of the case at hand; The organizational overview and SWOT analysis of the organization/person involved; Research and investigation conducted by the organization to inform or test its PR strategy; The overriding PR goals/aims, measurable objectives, strategic approach and action plan; Specific PR activities/tactics, communication elements, and program execution; Media (social and/or mainstream) coverage, plus other key outcomes and results; A timeline of major milestones in the case; The involved organization’s evaluation of the PR results relative to its initial goals and objectives; Comparisons to other relevant cases; and Team recommendations and learnings.

The written case reports should be double-spaced and typed in 12-point font, preferably using Arial, Calibri, Cambria or Times Roman. Team reports must be turned in as hard copy documents during class on the day they are due, which is Monday, March 6.

The team case study project will be graded in three parts:

1. 150 Points: For the written case brief, including a summary of the situation and facts at hand, the team’s analysis, and the paper’s professionalism (e.g., AP Style, spelling, grammar, editing);

2. 50 Points: For the presentation structure, format and impact, including how well the team broke down the case, shared insights/learnings, and engaged the class in discussion; and

3. 25 Points: For the added value of teamwork demonstrated by the team as a whole, as well as specific contributions of individual team members. (Acknowledge the value of individual contributions/team roles in introductions to the written reports and presentations.) Peer reviews will be considered in two parts – a brief written review by a team member and class comments following the presentations.

To the extent possible, the written reports and PowerPoint presentations should include:

Pertinent facts related to the case; Background information about the organization (or person) at the center of it; Information about the organization’s values, culture, vision and mission; A brief description of the situation, along with the PR opportunity or challenge; Comments about the main players at the center of the case; Identification of the key publics, stakeholders and audiences addressed and how; A timeline of major events and milestones; Research or investigation done by the organization to help inform or test its PR strategy; The overarching PR goals/aims, objectives (hopefully measurable), the strategic approach,

action plan, and desired outcomes; Media coverage – both strategically planned and unplanned as a consequence of events;

Any evaluation of PR outcomes by the organization involved; Related case comparisons; and Team learnings and recommendations.

Use your own words; don’t regurgitate what you’ve read!

Peer reviews will be conducted in two phases during the project. The first phase, completed toward the end of the project, will consist of a team member addressing a teammate’s areas of strong capability, greatest contribution, suggestions for improvement, professionalism/civility, and how feedback was received. The second phase will involve the entire class providing feedback to team presentations through a questionnaire.

The midterm presentations will be scheduled Monday, March 6, and Wednesday, March 8. Each team’s goal with the PowerPoint presentation should be to make it as compelling and engaging as possible to stimulate class interest and discussion. Save the in-depth textual analysis for the written report. Create PowerPoint slides with a minimum number of words in large fonts. Don’t read word for word from the slides. Suggest preparing by using the LikeSo personal speech coach app available on Apple iPhones and iPads for only 99 cents at https://sayitlikeso.com/. Use images and video. Avoid clutter!

At the start of the presentation, please introduce each team member’s area of contribution. Please also provide a printout of the presentation with one slide printed per page. As a courtesy to your classmates, laptops and mobile phones are to be turned off by those not presenting.

In your team’s analysis of the case, examine what the organization (or person) did tactically, and then address whether those tactics and strategies would be considered effective public relations. Also be sure to take note of what, if any, research or investigation was done to help shape the PR strategy, and whether it was appropriate given the situation.

Cover whether the organization had clear aims and measurable objectives, and whether it accurately identified its key publics. What messages were conveyed? Did the organization evaluate its efforts? Any surprising strategies, tactics, and/or outcomes?

Then, provide your assessment! What would do similarly or differently faced with a related situation in the future? Compare and contrast the case with others you have studied or we have discussed in class. Offer recommendations regarding effective research and evaluation methods that were, or could have been, utilized. How well were key messages delivered and to whom? Address how well key publics and stakeholders were understood/listened to, and whether the publics were engaged and communicated with in the best manner possible.

Your team’s case assessment should be based on what you have learned about effective public relations, ethics, theories, models, processes (e.g., ROPE or RACE), strategies, tactics and evaluation metrics. Write the report and present this case study assessment from your team’s collective point of view. Should there be different viewpoints among individual team members (which is certainly OK), please note them with your respective rationales.

** Graduate students in the class will work independently on a minimum 12-page midterm case analysis and individual presentation with peer input only on their presentations.

FINAL INDIVIDUAL CASE STUDY WRITTEN REPORT AND PRESENTATION: 350

This final individual case study report and presentation is intended to be the capstone of the course. You will select a public relations case to analyze (not from the textbook) that is different from any of the previous team case study projects. Early on, you will be asked to provide your top three case preferences to avoid final report/presentation duplication with your classmates.

Combined, the written report and presentation represent the final examination for this course. The written portion is expected to be longer in length than the midterm brief in anticipation of a more critical examination of the case, greater depth of analysis, a more detailed timeline, an in-depth review of all elements of the PR process, a detailed assessment of both mainstream and social media coverage, and a thoughtful look at expectations going forward.

Final Written Report: 275

Proportionately, in the 14 to 15-page report, you will need to:

Issue Introduction, Organizational Review, SWOT Analysis (15%)

1. Briefly introduce the problem, opportunity, challenge or issue an organization (for-profit or nonprofit) or person faced that required significant PR and communications support;

2. Provide an organizational review with background information about the organization, including its goals, vision, mission, values, culture, financial standing, products/services, and history;

3. Create a SWOT analysis of the organization’s strengths, weaknesses, opportunities, and threats – particularly points that are relevant to the case at hand, but not a SWOT of the case itself;

Timeline, Issue Breakdown (15%)

4. Break down the issue, challenge or opportunity in detail from a PR perspective; report on the key players involved, plus the primary stakeholder groups, publics and/or target audiences;

5. Develop a case timeline, including major milestones, events and communications initiatives;

Organizational PR Process (ROPE/RACE), Strategies, Messages (30%)

6. Examine how all aspects of the PR process came into play, using the ROPE or RACE framework (or some variation) to report on and analyze your case;

7. Address any research/investigation/testing, planning, key aims/goals, measurable objectives, overarching strategies, specific tactics, communication elements, outcomes/results, and how the organization evaluated them;

8. Outline key messages, including any variances targeted for different publics;

Media Analysis, Communications Impact and Stakeholder Response (25%)

9. Detail and assess relevant media coverage from mainstream and social media – particularly what was intended from a strategic PR point of view, as well as unintended coverage coincidental to the events;

10. Report on the impact of various communications strategies and tactics.

11. Address how stakeholder understanding, attitudes and behaviors evolved (for better or worse) over the course of the situation;

Future Expectations, Case Analysis, Critique, Recommendations (15%)

12. Provide a thorough assessment of how the case was handled – again from a PR perspective;13. Share your expectations about how any ongoing situations may play out, or if something similar

comes up again how it will/should be handled; and14. Comment on what you, as a strategic public relations professional, would do and/or advise to

the leadership of the organization or person at the center of the case.

A printout of the final written case study report will be due during class Wednesday, April 19 – preferably not by email. As noted above, the written report should be 12 to 15 pages (not including citations, media articles, graphics or tables), and double-spaced in 12-point font – preferably Calibri, Arial, Cambria or Times Roman.

Key considerations for the paper include:

The thoroughness of your description of the PR challenge, threat or opportunity; A solid organizational review of the organization or person at the center of the case; How well you address the organization’s or person’s response to the challenge or opportunity; How detailed is your account of the media impact and how key publics/stakeholders responded; How effectively you analyze the organization’s research efforts, its PR strategies/tactics, and its

efforts to evaluate the impact of its PR actions relative to its objectives; The integration of class terminology, PR theories and models as appropriate; Comparisons to other relevant cases (from the textbook, “cases in the news,” or the midterm

case presentations); Insights and the depth of your recommendations for the organization’s management based on

your assessment of the case and what you’ve learned about effective PR practice and theory; Good grammar, spelling, proper AP style usage; and The soundness of sources cited in APA format listed at the end of the report.

Final Presentation: 75

Together with the written report, the final case study presentation will comprise your final exam for this course. Several presentations will be made during the scheduled three-hour, final exam day on Tuesday, May 9, between 8-11 a.m. Additional final presentations, to accommodate the entire class, will be held during the last three regular class sessions on Wednesday, April 19, Monday, April 24, and Wednesday, April 26.

Student presentation dates and times will be assigned by random. Plan on a brief 10-minute PowerPoint presentation followed by five minutes for a class question, challenge or two. Please remember to provide a printout of your presentation deck with each slide printed legibly on a single sheet of paper.

Given time limitations, at a minimum, your final presentation should encompass:

A brief description of the public relations challenge or opportunity; Background about the organization/person relative to the case at hand; Organizational research, investigation and/or program-testing that informed (or should have

informed) the PR goals/aims, objectives and strategies (plus, what where they?); A timeline of the case; The organization’s PR response and strategy to address the issue or opportunity; An assessment of media coverage and key public/stakeholder responses at various stages; The organization’s evaluation of its PR efforts relative to the key objectives; Your analysis of the organization’s PR strategy and tactics; Your assessment of the outcomes and how the case was handled; Future expectations (if any) related to the case; and Recommendations based on what you have learned about effective public relations.

The class is expected to engage in a brief discussion with a couple of questions or comments following each presentation, which will be factored into the class participation portion of everyone’s course grade. How the presenter addresses questions/comments from the class will be considered in the presentation portion of each student’s final project grade.

During the final presentations, laptops and mobile phones are to be turned off and stored away by members of the class who are not presenting.

OVERALL GRADING (May be affected by the extra credit opportunity explained below. *)

Class Participation: 125 points, 12.5%“PR Case in the News” Reports: 100 points, 10%First Half Course Test: 200 points, 20%Midterm Team Case Study and Presentation: 225 points, 25%Final: Case Study and Presentation: 350 points, 32.5%

1,000 points, 100%

GRADING SCALE A = 100-94A- = 93.9-90B+ = 89.9-87B = 86.9-84B- = 83.9-80C+ = 79.9-77C = 76.9-74

C- = 73.9-70D = 69.9-65F = 64.9 or below

REMINDER: Class attendance is essential. It will be difficult, if not impossible, to earn an "A" in this course without active and thoughtful participation in the class dialogue, volunteering to lead individual case discussions, attending most if not all scheduled classes, and doing additional reading and research.

* EXTRA CREDIT OPPORTUNITY

Extra credit can be earned one of three ways in this class. All involve doing something outside of the classroom or engaging with someone new to you who is a working public relations professional during the course of the semester. It is an opportunity that will raise your overall grade in the class by one level (e.g., from an A- to an A, from a B+ to an A-, from a B to a B+, from a B- to a B, from a C+ to a B-, etc.).

Each member of the class may choose from one of three options below:

1. Shadow a PR professional who you don’t know at his or her workplace for half a day. This person cannot be someone who works at UNC-Chapel Hill (or affiliated organizations) or be associated with an organization where you previously or currently work/intern.

Write a five-page report about your experience; submit it by Wednesday, April 5, along with a confirmation note or email from the professional shadowed. Then plan to make an informal presentation during class on Wednesday, April 12. What did you find most interesting? Least interesting? What surprised you? How did the experience influence your interest in pursuing a PR career?

2. Conduct an in-person or telephone interview (not by email/text) with a PR pro you don’t know, focusing on his or her most significant case. This person cannot be someone who works at UNC-Chapel Hill (or affiliated organizations) or with whom you have worked or interned.

Provide a five-page written report about the interview and the case, along with a confirmation note from the person interviewed by Wednesday, April 5. In the written report, describe the professional’s PR case. Include your assessment of how it was handled, and make PR recommendations based on class learnings and readings. Then plan to share your insights with the class during an informal presentation on Wednesday, April 12.

3. Participate in three Ketchum Public Relations Mindfire Challenges (including no more than one survey) over the course of the semester. This is an opportunity to submit creative ideas and recommendations to this global PR firm in support of its clients.

Challenges will come directly from Ketchum to your email address. I will provide email addresses to Ketchum early in the semester. Then you select the three challenges you want to respond by posting your ideas directly on the Mindfire website.

Note: Beyond extra credit, Ketchum awards prize money to the top entries and announces special recognition awards. There may be additional opportunities for internships with the firm. Plus, you can highlight your program participation on your resume.

Verify participation by providing hard copies of your submitted responses to the three online Mindfire Challenge posts by Wednesday, April 5. Then make an informal class presentation on Wednesday, April 12, about your submissions. Who were the clients and what was the background behind the challenges? What excited you about them? What were your ideas and recommendations? Why would they help meet the clients’ goals? Additionally, how did the Mindfire experience influence your interest in possibly pursuing a PR career?

PROFESSIONALISM AND ASSIGNMENT EXPECTATIONS

Students are expected to be professional in all dealings associated with this class. This includes treating our guest speakers with the utmost respect and providing them with your full attention, as well as conducting yourself in a professional manner both during and outside of class.

In addition, all written assignments should be typed, proofread and grammatically correct. Good writing is critical to success in public relations. Punctuation and grammatical errors will affect your grade. AP Style is preferred, as it is used by many PR practitioners and journalists as their de facto style guide.

Keep copies of all submitted assignments, including your team midterm report and the final case analysis. Specific instructions for each assignment will be reiterated in class and are integrated into this syllabus, which is posted on Sakai. Your ability to follow these instructions carefully and as precisely as possible will surely benefit your grade.

If at any time you have questions or concerns, please see me during office hours or make an appointment. My goal with this class is for all students to succeed through new learnings, experiences, engagement and accomplishments, which can be applied as you embark on your careers, conduct further research, or pursue graduate degrees.

SPECIAL ACCOMMODATIONS

Should you require special accommodations in order to attend, participate in, and/or meet the requirements of this class as described above, please let me know. If such is the case and you have not done so already, you should also contact the University’s Department of Accessibility Resources Services (AR&S) for more information at accessibility@unc.edu or by calling 919-962-8300.

THE ACEJMC

The Accrediting Council on Education in Journalism and Mass Communications (ACEJMC) http://www2.ku.edu/~acejmc/PROGRAM/PRINCIPLES.SHTML#vals&comps requires that all graduates should be aware of certain core values and competencies.

At a minimum, this course will address the following ones:

Demonstrate an understanding of the history and role of professionals and institutions in shaping communications;

Demonstrate an understanding of the diversity of peoples and cultures, and of the significance and impact of mass communications in a global society;

Understand concepts and apply theories in the use and presentation of images and information; Think critically, creatively and independently; Conduct research and evaluate information by methods appropriate to the communications

professions in which they work; and Apply tools and technologies appropriate for various communications professions.

HONOR CODEStudents are expected to conduct themselves within the guidelines of the University honor system (http://honor.unc.edu). All academic work should be done with the high levels of honesty and integrity that this university demands. You are expected to produce your own work in this class. If you have any questions about your responsibility or your instructor’s responsibility as a faculty member under the Honor Code, please see the course instructor or Senior Associate Dean Charlie Tuggle, or you may speak with a representative of the Student Attorney Office or the Office of the Dean of Students.

DIVERSITY AND INCLUSION

The University’s policy on Prohibiting Harassment and Discrimination is outlined in the 2011-2012 Undergraduate Bulletin http://www.unc.edu/ugradbulletin/. UNC is committed to providing an inclusive and welcoming environment for all members of our community and does not discriminate in offering access to its educational programs and activities on the basis of age, gender, race, color, national origin, religion, creed, disability, veteran’s status, sexual orientation, gender identity, or gender expression.

HARASSMENT

The University of North Carolina at Chapel Hill does not tolerate harassment based on gender, race, religion, sexual orientation, culture, disability, or any other reason. It is also a violation of the Honor Code, Title VII of the Civil Rights Act (1964), and Title IX of the Educational Amendments. If you need assistance with a harassment issue or problem, please bring it to my attention, the attention of Senior Associate Dean Charlie Tuggle, and/or The Office of the Dean of Students at dos@unc.edu or 919.966.4042.

SEEKING HELP

If you need individual assistance, it is your responsibility to meet with the instructor. If you are serious about wanting to improve your performance in the course, the time to seek help is as soon as you are aware of the problem – whether the problem is difficulty with course material, a disability, or an illness.

MEJO 431.004 Spring 2017 WEEKLY SCHEDULE

Week, Date, Topics, Readings and Assignments (Due by Date Listed)

Week 1

Wednesday, Jan. 11

Introductions; Course Overview/Syllabus; Grading; Expectations; and Opportunities

Readings and Assignments: Thoroughly review the Course Syllabus for MEJO 431.004 “Case Studies in Public Relations,” which is available on Sakai (read in advance of class). Prepare a one-page outline addressing what your hope to learn from this class, any relevant PR work and/or internship experiences you’ve had, your career aspirations, and a “fun fact” about your personal interests.

Week 2

Monday, Jan. 16 — Holiday – No Class

Wednesday, Jan. 18

Guest Speaker: Peter Robertson, senior vice president, The Pebble Partnership, and former Environmental Protection Agency official.

Based in Washington D.C., Mr. Robertson is responsible for an integrated communication, government affairs and community relations strategy on behalf of Alaska mining interests. Previously, he supported America’s Natural Gas Alliance. A lawyer, he also served as chief of staff and deputy administrator of the EPA during the Clinton administration.

Readings and Assignments: Research the Environmental Protection Agency and submit a 1-2 page, double-spaced (and/or bulleted) Organization Overview. The overview should be a summary with basic facts about the EPA, its history, the type of organization it is, where it fits within the government structure, its size based on employees and/or budget, its mission and values, anything about its culture, and whatever you can learn about its approach to PR and communications through press releases, public statements, website postings, etc.

Week 3

Monday, Jan. 23

Public Relations Review; PR Definitions; Case Study Considerations

Readings and Assignments: Read Chapter 1 of the textbook: Introduction to Public Relations; as well as Appendix A: Guidelines for Case Study, plus Appendix B: Case Preparation.

Research definitions of public relations from the textbook and beyond, including the current PRSA definition and others from additional sources. Submit a printout of the PR definition that seems most appropriate to you, along with your reflections about why you believe this to be the case.

Wednesday, Jan. 25

PR Cases in the News; Ethics and Legal Considerations

Readings and Assignments: Scan media and outline a PR Case in the News. Review textbook Appendix G: PRSA Code of Ethics. Read Chapter 2: Ethics and the Law Introduction; Case 1: What Would You Do? – (a) Interns Posting False Reviews; (b) Paying for Positive Online News Stories; (c) Threatening Tweet; (d) Food for Thought; and (e) Getting Hammered. Submit a written PR insight tied to each part of this case.

Week 4

Monday, Jan. 30

PR Cases in the News (continued); Ethics and Legal Considerations (continued)

Readings and Assignments: Read textbook Appendix D: Ways Organizations Communicate; and Appendix E: Effective Communications. Review Chapter 2, Case 2: City Utility or Cash Cow; and Case 3: “In Washington, I’m Karen Ryan Reporting.” Submit a written comment and PR insight related to each.

Wednesday, Feb. 1

PR Cases in the News; Media Relations

Readings and Assignments: Scan the media and submit a PR Case in the News related to some aspect of media relations or publicity. Study textbook Appendix F, Organizational Responses. Read Chapter 4: Media Relations Introduction; Case 7: Pouring on the Pounds; and Case 10: Two Employees with a Video Camera. Prepare a written comment and PR insight related to each case.

Week 5

Monday, Feb. 6

PR Cases in the News (continued); Media Relations; Corporate Social Responsibility (CSR)

Readings and Assignments: Read textbook Chapter 4, Case 9: Only in Texas; textbook Chapter 3: Introduction to CSR; and Case 4: Food for Thought. Submit a comment and insight related to each case.

Wednesday, Feb. 8

PR Cases in the News; PR Theories and Models; CSR (continued), Class Exam Prep

Readings and Assignments: Scan the media and submit a PR Case in the News related to CSR. Read textbook Appendix C: PR Theories and Models. Write a couple of paragraphs each about the PR theory and PR model that align best with your philosophy of good public relations. Review textbook Chapter 3, Case 5: Apple iProblem.

Submit a comment and PR insight from the case related to both Apple’s perspective and that of its manufacturing partner Foxconn. Review expectations for the first half course exam on Feb. 8.

Week 6

Monday, Feb. 13

First Half Course Exam (200 Points): Multiple-choice, true/false, and short answer questions.

Readings and Assignments: Thoroughly review textbook Chapter 1. Study the introductory sections for Chapters 2, 3, 4 and 7; plus, all of the Appendices and the PRSA definition of public relations.

Wednesday, Feb. 15

PR Cases in the News; CSR (continued); Community Relations; Midterm Project Teams

Readings and Assignments: Scan the media and submit a PR Case in the News specifically tied to Community Relations; Read textbook Chapter 3, Case 6: Developing Wines with a Conscience. Review Chapter 9, Community Relations Introduction; and Case 29: Hallmark Writers on Tour. Prepare a written comment and PR insight related to each case. Confirm midterm case project teams in class.

Week 7

Monday, Feb. 22

PR Cases in the News (continued); Consumer/Customer Relations

Readings and Assignments: Read textbook Chapter 7: Consumer Relations Introduction; Case 18: The Five Seasons of Salem; Case 19: Getting Away from It All. Submit a written comment and PR insight about each case. Raise any questions related to the upcoming exam.

Wednesday, Feb. 24

PR Cases in the News; Consumer/Customer Relations (continued); Midterm Case Preferences

Readings and Assignments: Scan the media for PR Cases in the News addressing some aspect of customer relations. Study textbook Chapter 7, Case 21: Sony PlayStation; Case 22: Kryptonite; and Case 20: Making the Potato Top of Mind. Print out a comment and PR insight related to each case. Midterm teams each share Top 2 case analysis preferences with the aim of confirming one in class.

Week 8

Monday, Feb. 27

Guest Speaker: Park Library representative will address research resources … “Beyond Google!”

Readings and Assignments: Review the Park Library News, Information and Academic Research Portal for “Case Studies in Public Relations” at http://guides.lib.unc.edu/mejo431; and USC Annenberg “Case Studies in Strategic Communications” site at http://cssc.uscannenberg.org/.

Please be prepared to discuss these questions in class with printouts of your answers. (This specially created site has resources to help answer question #2. http://guides.lib.unc.edu/mejo431 )

1. Brainstorm other PR cases that are similar to your group's midterm case. For example, if your case involves a celebrity accused of animal abuse, a similar PR case would be Michael Vick in 2007.

2. Find an article from each of the following sources related to your case or one of the cases you came up with in question No. 1 above. Write down the title of the article and where you found it among the following sources: a newspaper, popular magazine, trade publication, and academic journal.

3. What is the difference between a popular magazine, a trade publication, and an academic journal?

Wednesday, March 1

PR Cases in the News; Entertainment, Leisure and Sports

Readings and Assignments: Scan the media for PR Cases in the News related to the world of entertainment, travel or leisure. Review textbook Chapter 8: Entertainment and Leisure Introduction; Case 23: Penn State Fumbles; and Case 26: What Price Regal Reputation. Submit a comment and PR insight related to each case. Confirm cases for the midterm team reports and presentations.

Week 9

Monday, March 6

Midterm Case Study Written Reports; Midterm Case Study Presentations by First Set of Teams

Readings and Assignments: Midterm written reports are due from all. First set of teams make midterm presentations.

Wednesday, March 8

Midterm Presentations by Second Set of Teams and Grad Students; Team Member Peer Reviews**

Readings and Assignments: Second set of teams and individual graduate students finalize and make midterm presentations.

Team Member Peer Reviews due. The reviews should be typed, double-spaced, and signed by both parties. They should address an individual’s (1) overall professionalism and civility, (2) strongest capabilities, (3) most valuable contributions to the team’s report and presentation preparation, (4) suggested areas for improvement, and (5) how the peer feedback was received and acted upon. **Graduate student peer reviews will only consist of presentation feedback.

Week 10

Monday and Wednesday, March 13 and 15 – Spring Break – No Class

Week 11

Monday, March 20

Guest Speaker: Stewart Wolpin, longtime journalist, writer and historian for the Consumer Technology Association. Stewart has spent years writing about technology for a variety of publications and online news outlets. For more than three decades the people he has had the most contact with are PR professionals, including those who have worked directly for consumer electronics companies and those who worked for public relations agencies. Over the years he has experienced both the positive and the not-so-positive aspects of the PR/media relationship. Expect to learn more about media relations from an industry journalist’s point of view.

Readings and Assignments: Research and write a one to two-page organization overview of the Consumer Technology Association. Also research background about Stewart Wolpin and come to class with at least two questions printed out to ask him.

Wednesday, March 22

PR Cases in the News; Entertainment, Leisure and Sports (continued)

Readings and Assignments: Scan the media for additional PR Cases in the News related to the media or sports. Read textbook Chapter 8: Case 24: Rush to Judgment and Case 25: Tabloid Tiger. Print out three comments for each case, addressing what was handled (a) best and (b) worst by both Rush and Tiger from a PR perspective, in addition to what you would have (c) recommended differently to them both.

Week 12

Monday, March 27

PR Cases in the News; Conflict Management and Crisis Communications

Readings and Assignments: Scan the media for PR cases related to crisis communications issues or activist groups. Read Textbook Chapter 5: Conflict Management Introduction; Case 11: “Pink Slime;” and Case 13: Deepwater Horizon Blowout. Submit a comment and PR insight related to each case.

Wednesday, March 29

PR Cases in the News (continued); Crisis Communications (continued if necessary); Activism

Readings and Assignments: to activist issues. General class feedback related to team midterm case reports and presentations. Study Textbook Chapter 6: Activism Introduction, as well as Case 14: “Beyond Disgusting” and Case 15: “Guitar Hero Strikes a Chord.”

Submit two sets of printed out comments for each case, addressing what both the activists (Carr-Jordan and Dave Carroll) and the companies (McDonald’s and United Airlines) handled (a) best and (b) worst from a PR perspective.

Week 13

Monday, April 3

Final Case Study Choices; PR Cases in the News; Conflict Management and Activism (continued)

Readings and Assignments: Submit Top 2 final case study preferences with the aim of confirming one for each student by the end of class. Scan the media for PR Cases in the News. Textbook Chapter 5, Case 12: Politics of Pink, Susan G. Komen Steps into Partisan Minefield; and Chapter 6: Case 16: Break the Silence…Reaching out to Victims and Families of Domestic Violence. Submit a question or comment about both cases.

Wednesday, April 5

PR Cases in the News (continued) Cultural Considerations

Readings and Assignments: Read textbook Chapter 10: Introduction to Cultural and Other Considerations; Case 32: Deadly Marburg Virus; and Case 33: Hong Kong Disneyland and “Shark Fin Soup.” Prepare a written comment/question related to each case.

Week 14

Monday, April 10

Extra Credit Report Submissions; PR Cases in the News; Cultural Considerations (continued)

Readings and Assignments: Scan the media for PR Cases in the News related to cultural considerations of various kinds. Read textbook Chapter 10, Case 30: Quran Burning; and Case 31: Fukushima Nuclear Meltdown. Print out a comment or question related to each case. This is the last date when extra credit reports can be submitted, along with confirmation notes from PR professionals shadowed or interviewed. Confirm any final case study project selections still pending.

Wednesday, April 12

PR Cases in the News; Financial Communications and Investor Relations

Readings and Assignments: Scan the media for investor relations or financial communications Cases in the News. Read textbook Chapter 11: Introduction to Financial Communications and Investor Relations; plus, Case 34: Paychex Sees Big Payoff in First Investor Day and Case 36: “A Plate for Black Beauty.” Submit a written comment or question related to each case.

Week 15

Monday, April 17

Extra Credit Report Presentations; Employee Communication Cases in the News; Final Case Analysis Expectations; IR/Financial Communications (continued)

Readings and Assignments: Scan the media for cases in the news specifically related to employee engagement and/or internal communications. Read textbook Chapter 11, Case 35: Best Buy Fights for Survival. Submit a printed out comment or question related to the case. Expect to make informal extra credit presentations during this class. Will also review expectations and discuss any questions related to the final case study project reports and presentations.

Wednesday, April 19

Final Case Study Written Reports Due; First Set of Final Case Project Presentations

Readings and Assignments: All final case study written reports are due – not by email. First set of predetermined final student presentations; 20 minutes each – 13 minutes for formal presentations, seven minutes for questions. Provide printouts of presentation decks with one slide printed per page.

Week 16

Monday, April 24

Second Set of Final Case Study Project Presentations

Readings and Assignments: Second set of predetermined student presentations; 20 minutes each – 13 minutes for presentations, seven minutes for questions. Provide printouts of presentation decks with one slide printed per page.

Wednesday, April 26 – Last Day of Class

Third Set of Final Case Study Project Presentations

Readings and Assignments: Third set of predetermined student presentations; 20 minutes each – 13 minutes for presentations, seven minutes for questions. Please provide printouts of presentation decks with one slide printed per page.

Week 17

Tuesday, May 9, 8-11 a.m. – Final Exam Day

Fourth Set of Final Case Study Project Presentations

Readings and Assignments: Fourth and last set of predetermined student presentations; 20 minutes each – 13 minutes for presentations, seven minutes for questions. Provide printouts of presentation decks with one slide printed per page.