Type of Credit: Required
Credit(s)
Number of Students
This course focuses on the application of the public relations process. It involves the development and presentation of a complete communication plan for a community organization (the client). Students, working in teams, are required to research the organization’s public relations problems and opportunities; develop campaign objectives; plan public relations strategies and tactics; and evaluate campaign accomplishments. Relevant print and electronic public relations materials are produced, and the final campaign plan is presented to the client.
Although lectures are used to enhance understanding, the majority of the course consists of experiential learning and the application of the knowledge, experience, and skills acquired by the students in earlier courses.
能力項目說明
The goal of this course is to have students apply the public relations process to a problem or opportunity of a real client and develop a complete communication plan to address that problem or opportunity.
At the conclusion of the course, students will be expected to:
planning process and capably integrate them into a strategic communication plan.
Understand primary and secondary research methods for researching PR problems and
opportunities.
Be able to work successfully in teams.
Master the preparation and creation of basic PR materials.
Be able to effectively present and defend ideas and concepts orally.
| 教學週次Course Week | 彈性補充教學週次Flexible Supplemental Instruction Week | 彈性補充教學類別Flexible Supplemental Instruction Type |
|---|---|---|
The schedule and other parts of the syllabus are subject to change, as the professor deems appropriate.
W1: Review syllabus.
W2: Overview: R-O-P-E campaign process Read Hendrix (2004), Ch2, and contest information
W3: Review project topics. Organize teams. Lecture: primary/ secondary research.
W4: Lecture: qualitative/ quantitative research. Begin research
W5: Brief review: objectives, audience, message, PR tactics.
W6: Progress presentation on research.
W7: First call report due. Each team meets with the professor.
W8: Work on situation analysis and research.
W9: Students complete research , work on midterm presentation and complete first draft of plan.
W10: Midterm Presentation. Midterm Peer Evals Due. Plan Draft Due.
W11: Develop strategic recommendation sections.
W12: Complete strategic recommendation sections.
W13: Writing, editing, proofreading, book layout and design.
W14: Second Draft Due.
W15: Students work on final editing, proofing, layout, and complete plan book printing.
W16: Work on presentation. Plan Books Due.
W17: Dress Rehearsals. Students plan and conduct several trial runs of the presentation.
W18: Final Presentation. Final Peer Evaluations Due.
Class Participation/ Quizzes This part considers a student’s participation in class activities. There may also be assessments of such in the form of quizzes. ---------- 20%
Peer Evaluation Each person in a group will be evaluated two or three times during the semester by his/her own group. The more effort, ideas and work you contribute to your group’s campaign, the higher the evaluation should be. ---------- 20%
Agency Campaign Each member of the group will receive the same grade on the campaign planning components: plan book (40%) and presentation (20%). The team chosen to be a finalist will at least an A-level grade for its plan book. ---------- 60%
Use of generative AI will be discussed in class.
To be assigned.