1. JOURNALISM 7256 (ONLINE)
SUMMER 2011
MISSOURI SCHOOL OF JOURNALISM
INSTRUCTOR
INFORMATION
Saleem
Alhabash,
M.A.
The
best
way
to
communicate
with
me
is
Doctoral
Candidate
through
email.
I
check
my
email
pretty
Missouri
School
of
Journalism
frequently.
If
you
send
me
an
email,
expect
to
receive
a
response
within
48
246
Walter
Williams
Hall
hours.
In
case
of
emergency
or
if
you
have
Phone:
(573)
864-­‐1722
a
critical
issue
that
needs
to
be
addressed
E-­‐mail:
sa334@missouri.edu
immediately,
feel
free
to
contact
me
by
Skype:
Saleem.Alhabash
phone
or
send
an
urgent
(!)
email.
In
Office
hours:
addition,
I’d
be
more
than
happy
to
set-­‐up
By
appointment
only
–
via
phone
or
Skype
a
time
to
talk
by
phone
or
Skype.
COURSE
DESCRIPTION
This
course
provides
an
introduction
to
public
relations
(PR),
a
profession
growing
worldwide
in
size,
scope
and
prominence.
We
will
learn
the
basic
principles
and
theories
of
public
relations,
explore
different
types
of
public
relations
activities
and
strategies,
examine
a
range
of
public
relations
cases,
and
practice
different
types
of
public
relations
planning
and
writing.
This
online
course
is
structured
to
help
engage
students
with
one
another
online
for
a
dynamic
two-­‐way
communication.
Online
communication
in
the
form
of
blogging
or
conversation
threading,
is
highly
encouraged.
I
will
function
more
as
a
mediator/facilitator
to
draw
out
conversation.

2. 2
THE
ART
OF
PR
The
study
and
practice
of
public
relations
are
grounded
in
persuasion
of
public
opinion
and
image
making.
PR
has
developed
into
a
dynamic,
multi-­‐dimensional
field
that
utilizes
theory
to
inform
the
practice
of
day-­‐to-­‐day
activities
and
long-­‐term
strategic
visions.
There’s
hardly
any
functioning
organization
–
be
it
corporate,
not-­‐for-­‐profit,
or
governmental
–
that
does
not
utilize
public
relations
in
one
way
or
another.
Organizations
depend
on
PR
practitioners
and
managers
to
promote
a
favorable
image
and
maintain
a
strong
reputational
identity
with
its
different
publics.
While
integrated
marketing
campaigns
remain
core
to
the
PR
field,
practitioners
and
managers
also
implement
communication
strategies
for
the
purpose
of
managing
conflicts
and
crises
before
and
as
they
unfold.
The
work
of
PR
practitioners
is
becoming
even
more
complex
with
all
the
technological
advances
we’re
currently
observing.
The
use
of
new
and
social
media
is
becoming
necessary
for
communicating
and
maintaining
relationships
with
an
organization’s
publics.
In
sum,
PR
is
composed
of
many
parts.
It
is
part
media
relations,
part
marketing
and
advertising,
and
part
strategic
management.
For
many
practitioners
and
managers,
PR
is
not
for
the
weary
of
heart,
but
rather
for
the
adrenaline
junkie
that
can
harness
the
art
of
multi-­‐tasking
and
critical
thinking
at
a
moment’s
notice.
COURSE
OBJECTIVES
 To
foster
a
deeper
understanding
of
what
public
relations
practitioners
do
and
the
settings
in
which
they
work.
 To
develop
an
understanding
of
contemporary
theories
of
public
relations
and
apply
them
to
solving
practical
problems.
 To
become
familiar
with
public
relations
functions
such
as
media
relations,
internal
communications,
community
relations,
public
affairs,
issues
management
and
crisis
communications.
 To
understand
the
basics
of
public
relations
project
planning
and
develop
components
of
a
communication
plan.
 To
improve
your
writing
quality
and
your
ability
to
effectively
target
your
communications.
 To
provide
a
forum
for
students
to
discuss
and
apply
public
relations
strategies
and
techniques.

3. 3
MY
PHILOSOPHY
My
teaching
philosophy
rests
upon
helping
students
in
becoming
professional
strategic
communication
practitioners
and/pr
develop
an
understanding
of
PR’s
role
in
contemporary
organizations.
I
believe
that
education
is
the
sum
of
instructor-­‐student
and
student-­‐student
interactions.
Both
the
instructors
and
students
are
held
responsible
for
making
this
course
a
success,
and
maximizing
their
benefits
and
rewards
from
it.
To
this
end,
I
have
carefully
constructed
the
course
by
selecting
the
latest
and
seminal
practical
and
scholarly
readings
that
will
help
you
in
understanding
the
basics
of
public
relations.
Please
know
that
I
do
value
your
opinions
and
contributions
to
the
course.
I
want
all
students
to
feel
comfortable
in
sharing
their
opinions.
I
believe
the
topic
of
this
course
–
Public
Relations
–
is
inherently
interesting,
and
believe
that,
particularly
in
this
course,
students
have
a
lot
to
contribute.
My
aim
is
to
cultivate
an
atmosphere
where
we
are
all
courteous,
respectful,
and
thoughtful.
READINGS
There
are
two
required
textbooks
for
this
course.
I’ve
also
put
together
a
list
of
additional
readings
(see
below
for
more
details).
REQUIRED
TEXTBOOKS
Title:
Public
Relations
Today:
Managing
Competition
and
Conflict
Authors:
Cameron,
G.;
Wilcox,
D.;
Reber,
B.;
&
Shin,
J.
Edition/Year:
1st
edition
/
October
4,
2007
ISBN:
978-­‐0205492107
Publisher:
Allyn
&
Bacon
Title:
Public
Relations:
Campaigns
and
Techniques:
Building
Bridges
into
the
21st
Century
Authors:
Matera,
F.;
Artigue,
R.
Edition/Year:
2000
ISBN:
0-­‐205-­‐15815-­‐3

4. 4
ADDITIONAL
READINGS
In
several
weeks,
there
will
be
other
assigned
readings
consisting
of
book
chapters,
scholarly
journal
articles,
and
industry
reports/materials.
All
such
readings
are
posted
on
Blackboard
in
the
“Readings”
section.
They
are
organized
in
folders
according
to
where
they
appear
on
the
course
schedule.
If
you
are
having
any
technical
difficulties
(i.e.
logging
in,
accessing
the
Bulletin
Board,
etc.)
please
contact
the
IAT
Services
Help
Desk
toll-­‐free
at
(573)
882-­‐2000
or
by
e-­‐mail
at
doit@missouri.edu.
EXPECTATIONS
You
are
expected
to
be
prepared
for
and
participate
in
all
online
course
activities
and
complete
assignment
in
a
timely
fashion.
If
you
believe
you
have
a
legitimate
reason
for
non-­‐participation,
it
is
your
responsibility
to
inform
me
IN
ADVANCE.
I
realize
there
may
be
some
weeks
when
the
readings
seem
more
challenging
than
others,
when
your
schedule
is
more
hectic
than
usual
or
when
you
may
be
feeling
under
the
weather.
There
may
also
be
times
when
you
experience
technology
glitches.
Please
contact
me
as
soon
as
possible
to
let
me
know
about
special
situations
or
circumstances.
I
will
try
to
show
some
flexibility
as
long
as
it
does
not
become
a
recurring
or
chronic
issue.
EVALUATION
CRITERIA
Assignments
will
be
graded
under
the
following
scale:
A
The
work
is
rigorous,
creative,
and
shows
a
thorough
knowledge
of
the
materials.
An
excellent
piece
of
work
written
in
a
clear
and
concise
manner.
Few,
if
any,
errors
of
fact
or
writing.
The
work
has
a
few
errors,
but
shows
a
good
effort
at
comprehending
the
material.
Clear,
B
understandable
writing
with
some
care
and
expression
of
knowledge.
Discussion
needs
more
clarity,
more
development
and/or
more
examples.
The
work
may
be
missing
some
of
the
subtleties
of
the
argument.
An
adequate
but
superficial
completion
of
the
assignment.
Few
examples
used
or
discussion
C
or
argument
is
unsubstantiated.
Sources
are
poorly
cited,
many
errors
of
fact,
inadequate
writing
and
grammar.
F
Assignment
not
completed
or
turned
in
extremely
late.
NOTE:
You
are
required
to
submit
all
assignments
on
time.
Late
submission
will
result
in
a
letter-­‐grade
deduction
off
the
top
for
each
late
day.

5. 5
WEEKLY
LESSON
You
are
expected
to
complete
the
readings
every
week
before
engaging
in
the
activities
designed
for
the
week.
I
will
provide
you
with
weekly
lesson
notes
that
can
be
accessed
through
the
“Lessons”
section
on
Blackboard.
These
lesson
notes
are
designed
to
complement
and
amplify
the
assigned
readings,
not
to
replace
them.
WEEKLY
DISCUSSION
BOARD
POSTINGS
[90
POINTS]
WEEKLY,
WEEKS
2
–
7
The
weekly
discussion
board
postings
are
analogous
to
class
participation
for
on-­‐campus
students,
which
is
a
key
component
of
any
course.
Beginning
with
Week
Two,
you
are
required
to
make
two
(2)
postings
each
week
that
are
all
thoughtful,
well-­‐reasoned
and
well
written.
The
FIRST
POST
should
answer
the
questions
based
on
your
understanding
of
the
readings
and
the
background
research
that
you
have
done
to
expand
on
the
readings
using
real-­‐world
examples
and
cases.
This
post
should
be
around
250-­‐300
words
in
length.
You
are
expected
to
use
the
American
Psychological
Association
(APA)
style
when
referencing
the
readings
and
other
sources.
NOTE
that
sources
like
Wikipedia
and
blogs
are
not
considered
scholarly
sources.
You
won’t
receive
credit
for
late
posting
–
the
interactions
on
the
discussion
board
are
crucial
for
a
successful
course.
The
SECOND
POST
should
be
a
response
to
other
students’
posts.
It
can
be
shorter
than
the
first
post,
yet
needs
to
be
thorough
and
insightful.
IN
GENERAL,
postings
should
react
to
and
expand
upon
the
readings.
You
may
choose
to
summarize
and/or
question
information
that
caught
your
attention.
Add
as
much
as
you
want
to
thread
discussions.
We
learn
best
when
we
engage
in
communication.
The
discussion
board
can
offer
unexpected
findings
or
concepts
requiring
further
clarification.
Postings
of
current
issues
in
the
business
world,
trends
in
the
marketplace,
and
news
reports
are
always
welcomed.
Each
posting
is
expected
to
be
of
excellent
writing
quality,
so
please
check
your
grammar
and
spelling
before
submitting
your
posts.
The
postings
will
start
on
Week
Two
until
Week
Seven,
making
a
total
of
six
postings.
 THE
FIRST
POST
IS
DUE
EVERY
MONDAY,
11:30
p.m.
CST
 THE
SECOND
POST
IS
DUE
EVERY
WEDNESDAY,
11:30
p.m.
CST

6. 6
Following
is
the
grading
criteria
for
each
weekly
posting.
FIRST
POST
-­‐
Did
the
post
address
important
points
from
the
readings?
Did
it
show
GRADING
CRITERIA
15
points
depth
of
thinking
and
good
synthesis
of
the
main
ideas
discussed
in
the
readings?
Did
the
post
include
examples
and
ideas
from
other
sources?
SECOND
POST
–
Response
provides
evidence
of
thoughtful
reflection
of
the
issue
5
points
and
addresses
what
you
learned
from
other
students’
postings.
Responses
also
addressed
questions;
invited
others
to
have
their
say;
and
remained
“on
topic.”
TOTAL
POINTS
20
points
ASSIGNMENTS
[90
POINTS]
JUNE
24
&
JULY
15
Throughout
the
semester,
you
will
be
given
THREE
assignments.
In
each
assignment
you
will
be
required
to
answer
some
questions,
analyze
a
specific
case
study,
or
complete
an
assignment
that
is
relevant
to
what
you’ve
learned
in
the
course.
Each
assignment
should
be
typed
single-­‐spaced
in
a
12-­‐
point
font
with
1-­‐inch
margins
with
the
student’s
name,
email
address,
and
date
on
the
front
page.
Documents
should
be
saved
in
Word.doc
or
Word.docx.
Save
the
document
with
YOUR
LAST
NAME
(i.e.,
Smith.docx).
The
number
of
pages
should
be
a
maximum
of
2
pages,
single-­‐spaced
(i.e.,
equivalent
to
4
pages,
double-­‐spaced).
Your
written
work
should
be
of
professional
quality;
spelling,
grammar
and
punctuation
count.
Please
make
sure
that
all
of
your
work
is
your
own
and
that
all
sources
of
information
(when
applicable)
–
whether
from
books,
scholarly
journals,
newspapers,
magazines
or
the
Internet
–
are
accurately
quoted
and
attributed.
If
you
are
unsure
how
to
cite
and
attribute
information,
you
may
refer
to
the
APA
writing
and
formatting
style
at:
http://owl.english.purdue.edu/.
Since
public
relations
practitioners
are
held
to
deadlines,
all
assignments
are
due
on
the
specified
date.
Late
assignments
will
be
graded
down
one
grade
per
day.
For
example,
a
paper
that
would
have
received
an
A
had
it
been
turned
in
on
time
would
receive
a
B
if
it
was
turned
in
on
the
following
day
and
a
C
if
it
was
turned
in
two
days
late.
To
turn
in
your
assignments,
go
to
the
Assignments
tab
in
Blackboard.
Click
on
the
link
below
each
assignment’s
title.
Attach
your
Word
document,
add
any
comments
you
may
have,
and
then
click
“submit.”
Please
be
sure
you
click
“submit”
and
not
“save.”

7. 7
FINAL
PROJECT
[120
POINTS]
JULY
29
The
final
project
for
this
class
consists
of
PR
case
study
presented
in
the
form
of
a
PowerPoint
presentation
(15-­‐18
slides)
and
paper
(maximum
15
pages,
double-­‐spaced).
The
case
study
should
analyze
a
campaign
or
an
organization,
and
highlight
how
the
strategies
and
tactics
used
can
be
applied
to
a
different
situation,
preferably,
your
own
work/organization.
More
details
about
the
components
of
the
final
project
will
be
given
later.
While
your
completed
project
will
not
be
due
until
July
29,
you
should
be
working
on
it
since
the
beginning
of
the
semester.
 FINAL
PROJECT
PROPOSAL
[20
points]:
You
are
expected
to
submit
the
topic
and
a
2-­‐page
summary
of
your
final
project
by
Friday,
July
1,
11:30
p.m.
CST.
I
will
offer
feedback,
suggestions
and
critiques
to
help
you
develop
your
idea.
 FINAL
PROJECT
[100
points]:
The
final
project,
the
campaign
proposal,
will
be
graded.
You
are
expected
to
submit
the
final
project
by
Friday,
July
29,
11:30
p.m.
CST.
GRADING
GRADING
SCALE
A
90
–
100%
B
80
–
89.99%
C
70
–
79.99%
F
0
–
69.99%
GRADING
RUBRIC
ITEM
POINTS
PERCENTAGE
Weekly
Discussion
Board
Postings
[6
postings
x
15
points]
90
POINTS
30%
ASSIGNMENTS
[3
papers
x
30
points]
90
POINTS
30%
Final
Project
[20
+
100
points]
120
POINTS
40%
TOTAL
POINTS
300
POINTS
100%

8. 8
COURSE
POLICIES
Academic
Honesty
Academic
honesty
is
fundamental
to
the
activities
and
principles
of
a
university.
All
members
of
the
academic
community
must
be
confident
that
each
person's
work
has
been
responsibly
and
honorably
acquired,
developed
and
presented.
Any
effort
to
gain
an
advantage
not
given
to
all
students
is
dishonest
whether
or
not
the
effort
is
successful.
Academic
misconduct
includes
but
is
not
limited
to
the
following:
 Cheating
on
assignments
or
aiding
other
students
to
cheat.
Any
effort
to
gain
an
advantage
not
given
to
all
students
is
dishonest
whether
or
not
the
effort
is
successful.
 Stealing
the
intellectual
property
of
others
and
passing
it
off
as
your
own
work
(this
includes
material
found
on
the
Internet).
 Failing
to
quote
directly
if
you
use
someone
else’s
words,
and
cite
that
particular
work
and
author.
If
you
paraphrase
the
ideas
of
another,
credit
the
source
with
proper
citation.
Please
ask
your
instructor
if
you
have
questions
about
what
constitutes
plagiarism
or
how
to
correctly
cite
sources.
When
in
doubt
about
plagiarism,
paraphrasing,
quoting
or
collaboration,
consult
with
your
instructor.
Dishonesty
and
Misconduct
Reporting
Procedures
MU
faculty
are
required
to
report
all
instances
of
academic
misconduct
to
the
appropriate
campus
officials.
Allegations
of
classroom
misconduct
will
be
forwarded
immediately
to
MU's
Vice
Chancellor
for
Student
Services.
Allegations
of
academic
misconduct
will
be
forwarded
immediately
to
MU's
Office
of
the
Provost.
In
cases
of
academic
misconduct,
the
student
will
receive
at
least
a
zero
for
the
assignment
in
question.
Professional
Standards
and
Ethics
The
School
of
Journalism
is
committed
to
the
highest
standards
of
academic
and
professional
ethics
and
expects
its
students
to
adhere
to
those
standards.
Students
should
be
familiar
with
the
Code
of
Ethics
of
the
Society
of
Professional
Journalists
and
adhere
to
its
restrictions.
Students
are
expected
to
observe
strict
honesty
in
academic
programs
and
as
representatives
of
school-­‐related
media.
Should
any
student
be
guilty
of
plagiarism,
falsification,
misrepresentation
or
other
forms
of
dishonesty
in
any
assigned
work,
that
student
may
be
subject
to
a
failing
grade
from
the
instructor
and
such
disciplinary
action
as
may
be
necessary
under
University
regulations.

9. 9
University
of
Missouri-­‐Columbia
Notice
of
Nondiscrimination
The
University
of
Missouri
System
is
an
Equal
Opportunity/
Affirmative
Action
institution
and
is
nondiscriminatory
relative
to
race,
religion,
color,
national
origin,
sex,
sexual
orientation,
age,
disability
or
status
as
a
Vietnam-­‐era
veteran.
Any
person
having
inquiries
concerning
the
University
of
Missouri-­‐
Columbia's
compliance
with
implementing
Title
VI
of
the
Civil
Rights
Act
of
1964,
Title
IX
of
the
Education
Amendments
of
1972,
Section
504
of
the
Rehabilitation
Act
of
1973,
the
Americans
With
Disabilities
Act
of
1990,
or
other
civil
rights
laws
should
contact
the
Assistant
Vice
Chancellor,
Human
Resource
Services,
University
of
Missouri-­‐Columbia,
130
Heinkel
Building,
Columbia,
Mo.
65211,
(573)
882-­‐4256,
or
the
Assistant
Secretary
for
Civil
Rights,
U.S.
Department
of
Education.
Accommodations
If
you
have
special
needs
as
addressed
by
the
Americans
with
Disabilities
Act
and
need
assistance,
please
notify
me
immediately.
The
school
will
make
reasonable
efforts
to
accommodate
your
special
needs.
Students
are
excused
for
recognized
religious
holidays.
Please
let
me
know
in
advance
if
you
have
a
conflict.
ADA
Compliance
If
you
have
special
needs
as
addressed
by
the
Americans
with
Disabilities
Act
(ADA)
and
need
assistance,
please
notify
the
Office
of
Disability
Services,
S5
Memorial
Union,
882-­‐4696,
or
the
course
instructor
immediately.
Reasonable
efforts
will
be
made
to
accommodate
your
special
needs.
Religious
Holidays
Students
are
automatically
excused
for
recognized
religious
holidays.
Let
your
instructor
know
in
advance
if
you
have
a
conflict.
Intellectual
Pluralism
The
University
community
welcomes
intellectual
diversity
and
respects
student
rights.
Students
who
have
questions
concerning
the
quality
of
instruction
in
this
class
may
address
concerns
to
either
the
Departmental
Chair
or
Divisional
leader
or
Director
of
the
Office
of
Students
Rights
and
Responsibilities
(http://osrr.missouri.edu/).
All
students
will
have
the
opportunity
to
submit
an
anonymous
evaluation
of
the
instructor(s)
at
the
end
of
the
course.

10. 10
TENTATIVE
SCHEDULE
This
is
a
tentative
schedule,
which
is
subject
to
change.
Changes
will
be
announced
either
through
Blackboard
announcements
or
emails.
Please
make
sure
you
check
the
class
Blackboard
site
and
your
email
daily.
Since
this
is
an
8-­‐week
course,
the
schedule
is
relatively
packed.
Each
week,
you
are
required
to
read
about
four
to
six
(4-­‐6)
book
chapters
or
articles.
Make
sure
you
complete
the
readings
before
Monday.
ABBREVIATION
KEY:
CAMERON
ET
AL
Public
Relations
Today:
Managing
Competition
and
Conflict
MATERA
&
ARTIGUE
Public
Relations;
Campaigns
and
Techniques:
Building
Bridges
into
the
21st
Century
WEEK
1
JUNE
6
–
10
DEFINING
PR!
FOCUS
 Public
relations
defined
 What
PR
can
and
cannot
accomplish
 Historical
origins
of
PR
 PR
role
in
organizations
 Overview
of
PR
practitioners
and
their
work
 State
of
the
profession
today
 PR
ethics
and
legal
issues
READINGS
 CAMERON
ET
AL
–
Chapters
1,
3,
4,
&
7
 MATERA
&
ARTIGUE,
Chapter
3
 NPR
story
on
Bernays
 PRSA
Code
of
Ethics
 Check
out:
PRmuseum.com
ASSIGNMENT
Virtual
Class
Introductions
|
MONDAY,
JUNE
6
by
11:30
p.m.
CST
WEEK
2
JUNE
13
–
17
INTERNAL
VS.
EXTERNAL
COMMUNICATION
FOCUS
 Identifying
internal
stakeholders
and
understanding
their
importance
 Internal
communication
strategies
and
techniques
 Identifying
and
prioritizing
external
stakeholders
 External
communication
strategies
and
techniques
 Developing
and
using
key
messages
 Community
relations
and
philanthropy
 Reputation
management
and
enhancement
READINGS
 MATERA
&
ARTIGUE,
Chapters
7
&
8
 LATTIMORE
ET
AL.,
Chapters
10
&
11
(on
Blackboard)
 Ketchum
–
Corp.
Tackle
world’s
woes
(on
Blackboard)
 SINGH
ET
AL.,
2007
(
on
Blackboard)
ASSIGNMENT
 BLACKBOARD
POSTING
#1.1
|
MONDAY,
JUNE
13
by
11:30
p.m.
CST
 BLACKBOARD
POSTING
#1.2
|
WEDNESDAY,
JUNE
15
by
11:30
p.m.
CST
 ASSIGNMENT
#
1:
BUSINESS
MEMO
|
FRIDAY,
JUNE
17
by
11:30
p.m.
CST

11. 11
WEEK
3
JUNE
20
–
24
MEDIA
RELATIONS
&
COMMUNICATION
PLANNING
FOCUS
 The
changing
media
landscape
 Roles
of
journalists
vs.
PR
practitioners
 Agenda-­‐building
 Media
relations
tools
and
tips
for
working
with
journalists
 Components
and
structure
of
a
communication
plan
 Strategies
and
tactics
 Budgeting
and
implementation
READINGS
 CAMERON
ET
AL,
Chapters
5
&
6
 MATERA
&
ARTIGUE,
Chapter
4
Press
release
writing
links
[REFER
TO
THESE
LINKS
FOR
NEXT
WEEK’S
ASSIGNMENT]
 http://www.press-­‐release-­‐writing.com/press-­‐release-­‐template/
 http://www.pressrelease365.com/how-­‐to-­‐write-­‐a-­‐press-­‐release.htm
ASSIGNMENT
 BLACKBOARD
POSTING
#2.1
|
MONDAY,
JUNE
20
by
11:30
p.m.
CST
 BLACKBOARD
POSTING
#2.2
|
WEDNESDAY,
JUNE
22
by
11:30
p.m.
CST
WEEK
4
JUNE
27
–
JULY
1
PUBLIC
AFFAIRS
&
CRISIS
COMMUNICATION
FOCUS
 Building
and
maintaining
relationships
with
government
officials
 Predicting
and
managing
issues
 Importance
and
relevance
of
crisis
communication
 Developing
and
testing
a
crisis
communication
plan
 Measuring
and
rebuilding
reputation
READINGS
 TENCH
ET
AL
(on
Blackboard)
 CAMERON
ET
AL,
Chapter
2
 COOMBS
1998
(on
Blackboard)
 Langford
2005
(on
Blackboard)
ASSIGNMENT
 BLACKBOARD
POSTING
#3.1
|
MONDAY,
JUNE
27
by
11:30
p.m.
CST
 BLACKBOARD
POSTING
#3.2
|
WEDNESDAY,
JUNE
29
by
11:30
p.m.
CST
 ASSIGNMENT
#2:
PRESS
RELEASES
|
FRIDAY,
JULY
1
by
11:30
p.m.
CST
 FINAL
PROJECT
PROPOSAL
|
FRIDAY,
JULY
1
by
11:30
p.m.
CST
WEEK
5
JULY
4
–
8
MARKETING
COMMUNICATION
&
OTHER
ROLES
FOCUS
 PR
in
the
marketing
mix
 Positioning
a
product/service,
launching
a
new
project/service,
giving
new
life
to
an
older
product/service
 Addressing
globalization
and
cultural
dynamics
 Corporate
social
responsibility
 Cause-­‐related
marketing
 Investor
relations
 Campaigns
READINGS
 CAMERON
ET
AL,
Chapters
10,
11,
&
12
 MATERA
&
ARTIGUE,
Chapter
9
 FREEDMAN
2006
(on
Blackboard)
ASSIGNMENT
 BLACKBOARD
POSTING
#4.1
|
TUESDAY,
JULY
5
by
11:30
p.m.
CST
 BLACKBOARD
POSTING
#4.2
|
THURSDAY,
JULY
7
by
11:30
p.m.
CST

12. 12
WEEK
6
JULY
11
-­‐
15
GETTIN’
SOCIAL
WITH
PUBLIC
RELATIONS
FOCUS
 The
new
ways
of
delivering
PR
messages
 Blogs,
wikis
and
podcasts
 Social
media,
social
network
sites,
and
video
games
 Web
conferences
 Grassroots
and
viral
PR
READINGS
 CAMERON
ET
AL,
Chapter
9
 DE
BLASIO
2007
(on
Blackboard)
 GILLIN
&
SHWARTZMAN
2011,
Chapters
1
&
2
 SMITH
ET
AL
2011,
Chapters
1
&
2
ASSIGNMENT
 BLACKBOARD
POSTING
#5.1
|
MONDAY,
JULY
11
by
11:30
p.m.
CST
 BLACKBOARD
POSTING
#5.2
|
WEDNESDAY,
JULY
13
by
11:30
p.m.
CST
 ASSIGNMENT
#3:
SOCIAL
MEDIA
CAMPAIGN
|
FRIDAY,
JULY
15
by
11:30
p.m.
CST
WEEK
7
JULY
18
–
22
THEORIZING
ABOUT
PUBLIC
RELATIONS
FOCUS
 How
theory
can
help
inform
PR
practice
 Adjustment
and
adaptation
model
 Matching
messages,
channels
and
audiences
 Understanding
publics
and
public
opinion
READINGS
 MATERA
&
ARTIGUE,
Chapter
5
 OKAY
&
OKAY,
Chapter
18
(on
Blackboard)
 CURTIN
&
RHODENBAUGH
2001
(on
Blackboard)
 KIOUSIS
&
XU
2008
(on
Blackboard)
ASSIGNMENT
 BLACKBOARD
POSTING
#6.1
|
MONDAY,
JULY
18
by
11:30
p.m.
CST
 BLACKBOARD
POSTING
#6.2
|
WEDNESDAY,
JULY
20
by
11:30
p.m.
CST
WEEK
8
JULY
25
-­‐
29
WORK
ON
FINAL
PROJECTS
FOCUS
 Work
on
final
projects
READINGS
 NO
READINGS
ASSIGNMENT
 FINAL
PROJECT
|
MONDAY,
JULY
29
by
11:30
p.m.
CST