PR 464
Public Relations Campaigns

Instructor:          Stephen D. Bruning, Ph. D. 118 Spielman Hall, sbruning@capital.edu
Phone:               236-6323 (w) 338-1715 (h)
Office Hours:     M, W, F  10:00-11:00         T, TH 9:30-10:30     . . . And by appointment.

INSTITUTIONAL GOALS STATEMENTS

 

University Mission:   Transforming lives through higher education (see p. 4, CU UG Bulletin, 2005-2006)

 

University Learning Goals:

Thinking critically, reasoning logically, and communicating clearly (see p. 4, CU UG Bulletin, 2005-2006)

 

College of Arts and Sciences Philosophy: Ability to communicate effectively through reading, writing, speaking and listening (see page 77, CU UG Bulletin, 2005-2006)

 

Department of Communication Learning Goals: to develop an appreciation for and understanding of (1) the historical development and relationship of public communication and human interaction, (2) communication media as social forces through which an individual interprets, modifies, controls, and adjusts to the social environment, and (3) the aesthetically satisfying elements and successful performative characteristics of effective communication arts. (see p. 99, CU UG Bulletin 2005-2006)

 

STATEMENT OF INSTITUTIONAL POLICY:

 

University policies governing drop dates, penalties, plagiarism, and academic integrity, as detailed in the university bulletin, student handbook(s), and/or undergraduate time schedule, will be observed.

 I. COURSE OBJECTIVES

 This course is based upon four overriding principles:

1.     Public relations is the management function that identifies, establishes, and maintains mutually
        beneficial relationships between an organization and the various publics on whom its success
        or failure depends.

2.     The building of effective relationships can be summarized using a six-step process -- SMARTS
        Relationship Building -- in which you 1.  Scan -- scan the environment in order to determine the
        current state of relationships and communication patterns, 2.  Map -- develop a strategy in which
        you set symbolic and behavioral goals and objectives, 3. Act -- develop an action plan, conduct a
        trial/pilot study of the action plan, and assess initial effectiveness, 4.  Rollout -- implement the
        action plan designed to enhance symbolic and behavioral actions of key public members,  
        5.  Track -- to determine influence that organizational sponsorships and activities have had on
        key public member perceptions and behaviors, and 6.  Stewardship – carefully overseeing the

        expenditure of time, effort, and money.  In a public relations campaign, you will be required
        go through each of these steps in an exhaustive, thorough manner.

3.    Organizations and key publics have relationships with key publics that must be managed toward the
        goal of mutual benefit.  Failure to manage these relationships can influence key public member
        attitudes toward the organization, and, ultimately the level of loyalty that is expressed.

4.    In order to build relationships, you have to understand the needs of your key publics.  Thus, primary
       and secondary research must be conducted.

Following the successful completion of this course, you will understand:

 1.     The components of a public relations campaign.

 2.     The role of technology in the practice of public relations.

 3.     The role of strategic planning in public relations campaigns.

 4.     Techniques for setting objectives and creating a strategic plan.

 5.     The reasons for using different strategies for internal and external publics.

 6.     The issues involved in product campaigns.

 7.     The issues involved in information campaigns.

 8.     The issues involved in special events campaigns.

 9.     The issues involved in crisis communication.

 10.   Analysis and measurement issues.

 11.   What goes into the creation of a Silver Anvil Award Winning Campaign.

 II. REQUIREMENTS

1. Do all assignments at the time scheduled.  DO NOT miss assignments.  Late assignments will be
    accepted, but your grade will be lowered two letter-grades.

2. Read newspapers and magazines.  Listen to the radio and television programs, and start thinking
    about how these communications initiate, build, develop, or destroy organization-public relationships.

3. Read your text conscientiously.  Also, make sure that you read all web and other reading assignments.
    The readings will be discussed each class session, and many of the issues in the readings will be
    covered on the examination.

4. All work submitted must be the student's own.  Cheating (see below for Capital University's
    definitions and examples) will result in disciplinary action.

"Academic Integrity" is the expectation that all Capital students are to be honest in their academic endeavors, and that the work one
submits for academic evaluation must be his/her own, unless an instructor expressly permits certain types of collaboration.  Instructors
are expected to make this Academic Integrity Policy known, in writing, at the beginning of a course.

A non-exhaustive list of behaviors which constitute academic misconduct and subject one to sanction(s) includes:

   Cheating -- deceiving/misrepresenting information submitted on a paper/test/project

e.g.,    -- using materials/notes not permitted by the instructor during an examination
   -- collaborating on a test/project when not authorized to do so by the instructor
   -- receiving, giving or stealing parts of, or an entire test which has not yet been administered
   -- substitution of one student for another during an examination

   Plagiarism -- submitting work that is not expressly one's own as one's own

e.g.,    -- quoting verbatim or paraphrasing excessively another person's words (published or unpublished) without acknowledgment
             of the source
   -- including facts, statistics, or other illustrative materials that are not common knowledge without acknowledgment of the source
   -- submitting another's term paper, essay test answer, computer program, or project as one's own

   Fabrication -- using "invented" information or falsifying research, data, or other findings with the intent to deceive

e.g.,    -- citing information not taken from the source indicated; failure to document a secondary source material
   -- listing sources in a bibliography not directly used in the academic exercise
   -- submitting lab reports or clinical data which contain fictitious/falsified information; concealing/distorting the true nature, origin,
      or function of such data
 
III. EVALUATION OF STUDENT PROGRESS

1. Each assigned activity will be graded on the basis of your ability to demonstrate a thorough
    comprehension of the material.

2. One examination during the semester and one final will be administered to measure your
    comprehension of the principles of public relations.  In each case, you will be responsible
    for preparing extensively for each of the activities.  

 The value of each assignment is as follows:

Exam

120

Final

150

Chapter summary press release (3 @ 40 points each)

120

Word/phrase notebook

  50

One-on-one interview

  25

Campaign Team Report Grade

100

Campaign Team Presentation Grade

  75

Campaign Peer Grade

  60

Attendance

  75

Participation

  25

Total:

800

 Grades will be assigned based upon the following scale:

 

736-800 -- A

720-735 -- A-

704-719 -- B+

656-703 -- B

640-655 -- B-

624-639 -- C+

576-623 -- C

560-575 -- C-

544-559 -- D+

496-543 -- D

480-495 -- D-

479 or Below -- F

 

 

  IV.     SCHEDULE OF WEEKLY ASSIGNMENTS

     The following pages contain the tentative semester schedule.  There will be ample time
     for class discussion of public relations campaign principles.  You are urged to follow the
     syllabus regularly and to note the specific dates upon which activities and reports are due.

Date

Activity

Chapter

8-30

 Introduction and overview.

 

9-1

Public Relations in the 21st century.

Reading:  "Are Public Relations Campaigns Commercial Speech?"  by Linda Sharp, Sport Marketing Quarterly, 11, 2002
"PRSSA:  Thriving in the New Millennium."  by Cedric L. Bess.  Public Relations Tactics, May 2001.
"The Money Pit:  How PR Helped Make 'Millionaire' a TV Blockbuster."  Public Relations Tactics, by Alison Stateman.  February 2000.

9-6

Public Relations in the 21st century.

Reading:  "'Critically Acclaimed'?  Who Am I?"  by Karen Simonian.  Public Relations Tactics, March 2001.
"Dressed for Success -- And Copying Clips."  by Gina Ray.  Public Relations Tactics, March 2001.
"My Friends and Family Still Aren't Sure Exactly What I Do."  by Jill Sandoval.  Public Relations Tactics, March 2001.
Text:  Chapter 1

9-8

The role of technology in the practice of public relations today.

Text:  Chapter 2
Reading:  "The Keys to Success in Public Relations."  by Martin Arnold, Public Relations Tactics, September 2002
"Communicating with Colleagues for Success."  by Angela Murdough, Public Relations Tactics, November 2002.
"Thinking Differently About the Internet."  by Alan Pell Crawford, Public Relations Tactics, September 2000.

9-13

Ethical and legal concerns in public relations.

Text:  Chapter 3

9-15

Components of successful public relations campaigns.

Text:  Chapter 4
Reading:  "Public Relations is Integral to Your Ultimate Sales Success."  by Peter Granat, Selling, November 2002.
"Defending the Practice of Callbacks."  by Bruce Ebert, Public Relations Tactics, October 1999.

9-20

Components of successful public relations campaigns.

Text:  Chapter 5
Reading:  "Agencies Find Recipe for Success."  by Dennis John Gaschen, Public Relations Tactics, November 2000.
"Broadcast PR Reality Check."  by Patrick Pharris.  Public Relations Tactics, July 2000.

9-22

Theories most commonly used in public relations campaigns.

 

9-27

Strategic planning in public relations

Text:  Chapter 6
Reading:  "Research Measurement Evaluation." no author. Strategic Communication Management, April/May 2001.
"How to Develop the Mind of a Strategist."  by James E. Lukaszewski.  Communication World, April/May 2001.
"The Competitive Advantage of Corporate Philanthropy."  by Michaael E. Porter and Mark R. Kramer.  Harvard Business Review, December 2002.

9-29

Maximizing public relations advantages

Reading:  "Agencies Find Value in Strategic Planning, but Must Still Convince Clients of its Value:  Survey."  no author.  Public Relations Tactics, August 1999.

10-4

Setting objectives and creating the plan.

Text:  Chapter 7
Reading:  "Ya Gotta Go Where the Money Is, Kid."  by Devere "Dee" Logan.  Public Relations Tactics, March 2001.

10-6

Setting objectives and creating the plan.

Reading:  "Ask the Professor:  Finding a Mission Among the Fund Raising."  no author. Public Relations Tactics May 2000.

10-11

Understanding internal and external audiences.

Text:  Chapter 8
Reading:  "Everything's Coming Up Rosie."  by Sheila Clough Crifasi.  Public Relations Tactics, September 2000.  

10-13

Understanding internal and external audiences

 

10-18

Developing a product campaign.

Text:  Chapter 9
Reading:  Heinz EZ Squirt Funky Purple Launch.  Silver Anvil Award Winner, 2002, Marketing Consumer Products.

10-20

Developing a product campaign.

 

10-25

EXAM

 

10-27

Developing a service campaign.

Text:  Chapter 11
Reading:  Actually, Quitters Do Win.  Silver Anvil Award Winner, 2002, Marketing Consumer Services.

11-1

Developing a service campaign.
Developing an issues campaign.

Text:  Chapter 10

11-3

Developing a special events campaign.

Text:  Chapter 12
Reading:  Nationwide Arena . . . Dreams on Ice.  Silver Anvil Award Winner, 2001, Marketing Consumer Services.
Birth of an Army, Birth of Freedom:  The U. S. Army 225th Birthday Campaign.  Silver Anvil Award Winner, 2001, Special Events.

11-8

Developing a special events campaign

Reading:  Manhole Masterpieces:  Van Gogh and Gaugin in the Streets of Chicago.  Silver Anvil Award Winner, 2002, Special Events and Observances.

11-10

Developing a crisis campaign.

Text:  Chapter 13
Reading:  The Columbine Tragedy:  Managing the Unthinkable.  Silver Anvil Award Winner, 2000, Crisis Management.

11-15

Business to business PR, Community Relations, and Internal Communication

Readings:  200 Years of Caring:  Southern Ohio Medical Center, Silver Anvil Award Winner, 2002, Special Events and Observances.
PNC Financial Services Hits Grand Slam as Employees "Pitch PNC,"  Silver Anvil Award Winner, 2002, Internal Communications.

11-17

Business to business PR, Community Relations, and Internal Communication

Reading:  Thinking Outside the Bottle:  Expanding Usage for Kikkoman Teriyaki, Silver Anvil Award Winner, 2002, Marketing Business to Business.

11-22

Catch-up date, prepare for presentations

 

11-29

One-on-one interviews

 

12-1

One-on-one interviews

 

12-6

Campaign Presentations

 

12-8

Review for Final

 

            Final Examination:  December 13, 2005, 10:30-12:30