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MM17 Public Relations COURSE OUTLINE Semester Two, 2015

MM17 Public Relations · Integrate PR in marketing communication strategy; ... a take home assignment ... Integrating new media into the communication mix …

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MM17 Public Relations

COURSE OUTLINE

Semester Two, 2015

MM17 Public Relations

Contents Paper Description and Aims .............................................................................................................. 1

Learning Outcomes .......................................................................................................................... 1

Grading System ............................................................................................................................ 2

Teaching Staff .................................................................................................................................. 2

Course Delivery ................................................................................................................................. 2

Expectations and Workload .............................................................................................................. 2

Course Learning Resources ............................................................................................................... 3

Blackboard .................................................................................................................................... 3

Student Webmail .......................................................................................................................... 3

Assessment ....................................................................................................................................... 3

Course Requirements .................................................................................................................... 4

Quality Assurance ......................................................................................................................... 4

Course Calendar ................................................................................................................................ 5

Student Learning Support and Information ...................................................................................... 7

Student Charter ............................................................................................................................ 7

Guidelines for Learning at Otago .................................................................................................. 7

Student Learning Centre ............................................................................................................... 7

Library Support ............................................................................................................................. 7

Pacific Islands’ Student Academic Advisor .................................................................................... 8

Disability Information and Support ............................................................................................... 8

Student Feedback ............................................................................................................................. 8

Class Representatives ................................................................................................................... 8

Concerns about the Course ........................................................................................................... 9

Disclaimer ......................................................................................................................................... 9

Policy on Student Internal Assessment ........................................................................................ 10

MM17 Public Relations

Page 1

Paper Description and Aims

This 3-day intensive block course aims to explore the role of public relations (PR) in marketing strategy and organisational communication, including integration with other marketing communication tools.

Semester Two 0.083EFTS 10 points

Prerequisites: 72 MART points at 300 level, including MART 301 and MART307 or HOD approval.

Seminar Times/Venue: Room CO 6.26, Monday 6th July 12.00-1.50pm; then Friday 17th - Sunday 19th July, 9.00am-5.00pm (3-day intensive block course)

Learning Outcomes

Overall, this course is intended to:

Integrate PR in marketing communication strategy;

Explore how PR practitioners can utilise various news and social media to manage relations with different audiences; and

Use corporate communication, social responsibility & PR theories to understand how commercial and non-profit organisations can overcome communication barriers and improve their reputations.

By the end of the course, students should be able to:

Learning Outcomes

Inte

rview

w

ork

sho

p

(no

ma

rks)

Pre

sen

tatio

n

(40

%)

Ne

ws re

lea

se (n

o m

ark

s)

Co

mm

un

icatio

n

pla

n (6

0%

)

To

tal

Understand how to integrate PR in marketing communication strategy.

X

Understand how to generate publicity for an organisation, cause or event.

X X X

Understand how PR practitioners can utilise various news and social media to manage relations with different audiences.

X X

Be able to write a news release and fact sheet. X X

Be able to manage a news interview. X

Be able to write a strategic promotion plan. X

Total 100%

MM17 Public Relations

Page 2

Grading System

The grading scheme used at Otago is:

A+ 90-100 C+ 60-64 A 85-89 C 55-59 A- 80-84 C- 50-54 B+ 75-79 D 40-49 B 70-74 E <40 B- 65-69

Teaching Staff

Paper Coordinator & Lecturer Name: Professor Brendan Gray Office: 6.27a Email: [email protected] Office Hours: By appointment.

Course Delivery

Seminar/Workshop Times: Monday 6 July, 1-3pm; then Friday 17 to Sunday 19 July, 9am-5pm. Room: CO 6.26 This course is taught in an intensive 3-day block course over a long weekend (Friday-Sunday) so

students must be prepared to attend all classes. Students will then be given four weeks to complete

a take home assignment (a promotion plan for a non-profit organisation)..

Seminars and workshops present the key conceptual material through discussion and interaction

between the lecturer, guest speakers and students. Seminars are supported by readings.

Course Calendar The course calendar (in this outline) details scheduling information. Note that this

calendar may change as the course proceeds. Any changes will be detailed on Blackboard.

Students are expected to prepare for and attend all classes to gain full benefit from the course

These activities should be prepared for by reviewing information detailed on Blackboard and

completing any assigned readings. Students unable to attend a seminar/workshop are expected to

catch up on missed material. Unless stated otherwise, all aspects of the course are examinable.

Expectations and Workload

This is an intensive 10-point paper with an expected workload of 120 hours (24 hours in seminars/workshops, 24 hours reading and preparation for in-class assignments and exercises, 72 hours for the written promotion plan to be completed in the following four weeks).

MM17 Public Relations

Page 3

Course Learning Resources

Sandra Oliver (2009), Public Relations Strategy, 3rd Edition, Kogan Page Note: You are not required to purchase the Sandra Oliver text, as it can be read on-line through the University Library website [http://www.library.otago.ac.nz/index.php]. If you cannot access this text, then any modern public relations text will cover the basic material. Various journal articles and web resources will be posted on Blackboard.

Blackboard

Blackboard https://blackboard.otago.ac.nz/ provides you with access to course materials, class notices, and resources. Blackboard is used to email the whole class so it is important that you check your student email and Blackboard regularly.

Student Webmail

IMPORTANT - DO THIS NOW: Forward your University email address to an email address that you use regularly as follows:

1. Log into your StudentMail account using your student username and password 2. Click Cog button (top right corner) > Options 3. Under Account, select the Forward your email shortcut under the Short Cuts menu on the

right side of the screen. 4. Under the Forwarding heading, type in the email address you want your email to be forwarded

to. You can also choose to have a copy of these emails kept on your StudentMail account, so please check the box if you would like this.

5. Click the Start forwarding button.

Assessment

All material presented is examinable (except where stated otherwise) by assignments. All

important assessment information such as due dates and times, content, guidelines and so on will

be discussed in the seminars and detailed on Blackboard. Students are responsible for ensuring that

they are aware of this information.

Assessment Due

date

% of final

grade

Requirements to pass this paper

Presentation of article précis In class

40% Review a journal article of your choice

Media news release & interview skills workshops

In class

0% Prepare a news release based on your promotion planning topic

Promotion plan 10/08 60% Prepare a promotion plan for the non-profit organisation of your choice

MM17 Public Relations

Page 4

Course Requirements

You are required to attend all sessions in this intensive 3-day course as there will be several exercises conducted in class, one of which will be marked (worth 40% of the final grade).

1. In class assessment (1) 0%

You will be required to prepare and present a one-page news release plus a half-page to one-page

fact sheet. This will form the basis of a “live” news interview to be conducted in class. Interviews will

be recorded and played back to the class. Feedback will be provided by two experienced PR

practitioners. These workshop exercises will not be graded.

2. In class assessment (2) 40%

You will be required to prepare and present a one-page précis of a research article related to some

aspect of public relations (up to six PowerPoint slides for the 10 minute presentation). The written

notes and slides will be posted on Blackboard to act as a class resource. Only the written material

will be graded. We will select topics in the introductory lecture on Monday 6 July. Some suggested

articles will be available on Blackboard before the course begins.

3. Take home assessment 60%

Prepare a strategic promotion plan for a campaign that uses PR as the lead element (maximum 6 pages, including a 1 page planning chart that includes timelines and activities). This can be for an organisation, cause or event of your choice. Email it to me [[email protected]].

Due date: 5pm Monday 17 August Late Assignments Late assignments (i.e. the planning project) will not be accepted unless prior permission is received at least one week before the due date. Referencing Style and Style Guide For this paper the preferred referencing style is APA. Style guides are available on the University Library website: <http://www.otago.ac.nz/library/quicklinks/citation/index.html>

Quality Assurance

At the Otago Business School we monitor the quality of student learning and your learning experience. Your assessed work may be used for assurance of learning processes, such as evaluating the level of achievement of learning outcomes, with the aim of improving the quality of our programmes. All material used for quality assurance purposes will be treated as confidential and the outcome will not affect your grades.

MM17 Public Relations

Page 5

Course Calendar

Monday 6 July 2015

Time Speaker Topics & learning resources

12.00pm – 1.50pm Brendan Gray Welcome and introduction

What is PR? What is journalism? What is PR’s role in corporate strategy and integrated marketing communications (IMC)?

Assigning student presentations

Readings: Oliver (2009), Chapters 1& 5

Friday 17 July 2015

Time Speaker Topics & learning resources

9.00 pm – 10.30 am Brendan Gray + student presenters

Corporate relations: Issues management versus crisis management

Readings: Oliver (2009), Chapters 2, 3 & 4 Vanhoeven et a l (2012)

Other sources: http://www.stuff.co.nz/national/2758975/Cadbury-stops-using-palm-oil-in-chocolate http://www.listener.co.nz/current-affairs/ecologic/slippery-issue-of-palm-oil/

10.30 am – 11.00 am Break

11.00 am – 12.30 pm Brendan Gray

Skills workshop: Creating and pitching a story

12.30 pm – 1.30 pm Lunch

1.30 pm – 3.00 pm Brendan Gray + student presenters

Crowd-sourcing for ideas, funds and publicity

Reading: Ordanini et al. (2011) Hui (2012) Kirkwood & Guenther (2013)

Relevant crowd-funding case studies: (1) http://prexamples.com/2012/05/great-case-study-mcdonalds-crowdsourcing-pr-campaign-delivers-tasty-financial-results/ (2)http://www.youtube.com/watch?v=WOmJhA0zBCQ&feature=player_embedded (3) https://www.pledgeme.co.nz/

3.00 pm – 3.30 pm Break

3.30 pm – 5.00pm Brendan Gray

Skills workshop: Writing a news release and a fact sheet [in preparation for filming individual news interviews tomorrow morning]

MM17 Public Relations

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Saturday 18 July 2015

Time Speaker Topic

9.00am – 10.30am Students Skills workshop: Presenting and discussing news releases [Brendan Gray will film individual news interviews during this session, too]

10.30am – 11.00am Break

11.00am – 12.30pm Rodney Bryant Skills workshop: Managing news interviews and media relations [and replaying/commenting on individual news interview performances]

12.30pm – 1.30pm Lunch

1.30pm – 3.00pm Brendan Gray + student presenters

Using publicity for good causes

Readings: Oliver (2009), Chapter 6 Hoek & Jones 2011 Servaes & Malikhao (2010) Case study: Global Peace Index http://www.visionofhumanity.org/our-vision/

3.0pm – 3.30pm Break

3.30pm – 5.00pm

Brendan Gray + student presenters

Ethics, agenda setting & sustainability

Readings: Oliver (2009), Chapter 8 Coleman & Wilkins (2009) Roper 2011, Boykoff 2013 Dixon & Clifford 2007

Other sources: http://www.youtube.com/watch?v=AFJm0KAEzFA

Sunday 19 July 2015

Time Speaker Topic

9.00am – 10.30am Brendan Gray + student presenters

Old media versus new media

Integrating new media into the communication mix

Readings: Papasolomou & Melanthiou (2012) Waters et al (2010) Paek et al (2013)

10.30am – 11.00am Break

11.00am – 12.30pm Brooke Lowry Using Internet marketing tools and social media in a PR campaign

12.30pm – 1.30pm Lunch

1.30pm – 3.00pm Brendan Gray + student

Using PR to improve corporate reputation & branding

MM17 Public Relations

Page 7

presenters

Readings: Helm & Gray 2009 Kim et al 2012 Gray 2010

3.00pm – 3.30pm Break

3.30pm – 5.00pm Brendan Gray PR research and promotion planning

Readings: Oliver (2009), Chapter 7 Ihlen & Verhoeven (2012)

Other sources: http://publicrelationsblogger.com/2010/02/10-steps-to-creating-successful-public.html

Project guidelines

Conclusions & feedback

Student Learning Support and Information

Student Charter

http://www.otago.ac.nz/about/otago005275.html

Guidelines for Learning at Otago

http://hedc.otago.ac.nz/hedc/wp-content/uploads/2012/12/Guidelines-for-Learning.pdf http://hedc.otago.ac.nz/hedc/learning/

Student Learning Centre

The Student Learning Centre, which is part of the Higher Education Development Centre, provides

learning support, free of charge, to ALL enrolled students. Their services include:

a workshop programme designed to help students to improve their learning strategies and their

generic skills;

individual assistance with learning issues;

on-line study skills advice;

a student leadership programme

a student-led peer support programme for students of all ages and backgrounds.

conversational English groups for students from a non-English speaking background

The Centre also provides two very helpful study guides, “Guidelines for Writing and Editing” and “Writing University Assignments” and these are available on the SLC website. http://slc.otago.ac.nz/

Library Support

The Library website http://www.otago.ac.nz/library provides access to resources and services, including group room bookings, library hours and locations, past exam papers, subject guides, article databases and more.

MM17 Public Relations

Page 8

If you need assistance either check out the self-help guides http://otago.libguides.com/selfhelp, or ask Library staff at the ground floor service desks, or email [email protected] Māori Student Support Tënā koutou katoa, Ko Corey Bragg töku ingoa Ko Ngāi Tahu, Kāti Mamoe, Waitaha me Ngāti Kahungunu öku iwi Kia ora, my name is Corey Bragg and I am the Māori student support person in the Business School. My role is to help link Māori students with the various support networks throughout the university and the community. Kaua e whakamā, don't be shy - come in for a chat. Mauri ora mai. Tel 479 5342 Email [email protected] Room CO 3.21

Pacific Islands’ Student Academic Advisor

Warm Pacific Greetings Talofa lava, my name is Esmay Eteuati and my role is to liaise with Academic Departments and Student Services relating to Pacific students’ and their course of study. I support both staff and students in the Business School and have a network of Pacific contacts in other Divisions around the University. Tel +64 3 479 4756 Email: [email protected] Marketing Department support person for Maori/Pacific Island students is Mathew Parackal. Contact Mathew at the following: Tel 479 7696 Email: [email protected]

Disability Information and Support

Students are encouraged to seek support if they are having difficulty with their studies due to disability, temporary or permanent impairment, injury or chronic illness. It is important to seek help early, through one of the contacts below: Mathew Parackal Email: [email protected] Phone 479 7696

Student Feedback

We encourage your feedback. This can be in the form of contacting staff, participating in course

evaluation surveys and communicating with class representatives. Continual improvements will be

made to this course based in part on student feedback. Recent changes to this course as a result of

constructive feedback include (insert summary of improvements)

Class Representatives

The class (or student) representative system is an avenue for encouraging communication and

consultation between staff and students. It provides you with a vehicle for communicating your

views on the teaching and delivery of the paper and provides staff with an opportunity to

communicate information and gain constructive feedback from students. It contributes to the

development of a sense of community within a department and it adds a further dimension to the

range of support services offered to students.

MM17 Public Relations

Page 9

Volunteers for the role of class representatives will be called early in the semester. The OUSA

invites all class representatives to a training session, conducted by OUSA, about what it means to

be a class representative and some of the possible procedures for dealing with issues that arise.

They also provide information on the services that OUSA offers and the role OUSA can play in

solving problems that may occur. The OUSA provides support to class representatives during the

semester. Departmental staff will also meet with class representatives during the semester to

discuss general issues or matters they wish to have considered.

Your class representative’s name and contact details will be posted on Blackboard early in the

semester.

Concerns about the Course

We hope you will feel comfortable coming to talk to us if you have a concern about the course. The

Course Co-ordinator will be happy to discuss any concerns you may have. Alternatively, you can

report your concerns to the Class Representative who will follow up with departmental staff. If,

after making approaches via these channels, you do not feel that your concerns have been

addressed, there are University channels that may aid resolution. For further advice or more

information on these, contact the departmental administrator or head of department.

Disclaimer

While every effort is made to ensure that the information contained in this document is accurate, it

is subject to change. Changes will be notified in class and via Blackboard. Students are encouraged

to check Blackboard regularly. It is the student’s responsibility to be informed.

MM17 Public Relations

Page 10

DEPARTMENT OF MARKETING Policy on Student Internal Assessment

The purpose of this document is to have a consistent policy throughout the department as well as to develop students’ time management skills. It reflects usual practices in the business world in which neither success (here: grades) nor deadlines are negotiable. 1. Dissemination of Grades – Regarding internal assessment, the numerical marks will be returned to students via eVision no later

than two weeks after the assessment has been submitted. All students are requested to check their marks as they appear on eVision. Any discrepancies should be reported to the course administrator as soon as possible.

2. Late Assignments – Assignments received after the deadline and within 24 hours after the deadline will have 25% deducted from

the available grade for the piece of assessment (ie. a 78% becomes a 53%). Assignments received 24 hours and later than the deadline will not be marked and there will be no grade given.

3. Extensions – Extensions will be granted only in exceptional circumstances (eg. illness with supporting medical documentary

evidence stating nature and length of impairment, family emergency, provincial or national representative activities) by the appropriate paper administrator.

If the assignment or internal assessment tests count significantly towards the final result then a formal medical certificate is required. As a guideline, an internal assessment component which counts for 20% of the final result would be considered significant.

4. Tutors and lecturers are not authorised to give extensions. Only the paper administrator should be approached (consult the course

outline for the person(s) responsible).

Computer problems do not constitute an exceptional circumstance unless it is an officially notified failure of university equipment.

5. Plagiarism – Plagiarism is the dishonest use of someone else’s words, facts or ideas, without proper acknowledgement. Most students will include other people’s ideas and information in their work and assignments - such material may be either quoted or digested and used by students. In either case, acknowledgement is essential. Note that the University of Otago Calendar under Student Conduct Rules Part 1 Section 1 (e) states that no student shall “engage in any dishonest practice as described in regulation 5(b) of the Examinations and Assessment Regulations in connection with an examination or other method of academic work which counts towards the attainment of a pass in any subject.”

6. Problems with group work – Where group work is set and a group is experiencing difficulties, the students should approach their tutor to try to resolve these differences. The tutor will counsel the group, or individuals from the group, on the procedures open to them to resolve group problems (the problem should be raised prior to the work being completed or handed in).

The procedure to be followed is:

i) students should try to resolve the problems within the group without outside assistance.

ii) students should meet with their tutor to endeavor to resolve outstanding issues.

iii) the tutor will arrange for students to meet with the paper administrator who will endeavor to resolve the situation.

This procedure MUST be completed to step iii) before the assignment is submitted for grading. Where there are still unresolved difficulties, step iv) will be implemented.

iv) students will complete a ‘Peer Assessment’ form available from the appropriate paper administrator (which must be submitted to the tutor or paper administrator before any grades are released).

Paper administrators reserve the right to require all students to complete peer assessment forms at any time during and/or after submission of an assessed group project. Should there be differences in the peer assessment forms, the student(s) will be required to either submit in writing to, or meet with a group comprised of their paper administrator and lecturer(s) and others (as deemed appropriate) to provide an explanation for the discrepancy. A differential allocation of grade may result from this process.