Week 1 – PUB475 Advanced Public Relations
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Bulletin Description:
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Emphasizes a management approach and
application of the four-step public relations
process to solving public relations problems
through planning, design and production of print,
broadcast and audiovisual materials used in
public relations. Includes public relations case
studies and problems.
Review syllabus
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Course Objectives
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Prepare students to think and act strategically.
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To engage students in the process of generating public
relations opportunities.
To familiarize students with actual examples of public
relations campaigns and initiatives.
To alert students to pitfalls in public relations programming.
To develop an in-depth understanding of public relations
research, message development, campaign programming
and campaign evaluation.
To provide practical exercises in problem solving.
To prepare students for assimilating theory and practice in
the public relations practice.
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Student Participation Requirement
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Attend every class period, read assignments before
class, and participate in class discussions.
Case studies
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Prepare a brief (one page) PowerPoint overview
containing the following elements:
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A brief summary of the case
Two strengths of the appeal
Two weaknesses of the appeal
Identification of the key tactic
Bring both a hardcopy and softcopy on disk or flash drive to
class so you may moderate the discussion if called upon.
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Grades
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Attendance and class participation
Quizzes and occasional class assignments
Midterm exam
Two written reports accompanied by oral
presentations in class
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Written reports must be typed, double-spaced, be no longer
than three pages and no shorter than two pages.
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Written report #1
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Research an actual public relations campaign
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Either contact an organization directly or rely on case study
reports in various library books, the Internet and/or
journals.
This report should evaluate all campaign elements based
on the RPCE model.
Come to class February 2 prepared to discuss the
proposed topic of their project.
Report due March 16.
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Written report #2
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Two-page proposal outlining a strategic public
relations campaign for some aspect of EKU
 The University itself, one of the academic units, the
athletic department, etc.
The proposal must be written in strict RPCE format
and must include all elements of the four-step process.
 Each proposal must recommend research, planning,
communication and evaluational procedures,
 Including but not limited to elements such as target
audiences, messaging, programming, outreach
material, calendars, budgets and legal ramifications.
Final project due April 20.
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Tentative Schedule
Week 1:
Week 2:
Week 3:
Week 4:
Week 5:
Week 6:
Week 7:
Week 8:
Introduction and the Public Relations process
The Four Steps
Strategic Methodologies
Case Study Focus (Research -- Bhopal)
International public relations
Report Topics Due
Communication Theory
Communication and public opinion
EXAM ONE
Case Study Focus (Planning -- Nestle)
Public Relations Ethics
Public Relations Law
Case Study Focus (Communication -- Kodak)
Corporate Communication, Internal Communication
and Community Relations
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Tentative Schedule
Week 9:
Week 10:
Week 11:
Week 12:
Week 13:
Week 14:
Week 15:
Week 16:
Spring Break
Media and media relations
Case Study Focus (Communication -- Tylenol)
Written Report No. 1 due
Governmental, Consumer and Investor Relations
Case Study Focus (Evaluation -- Swissair)
Crisis Management
Integrated Marketing Communications
Industrial and Graphic Design
Discussions Regarding Written Report #2
Written Report No. 2 due
Final assessment and wrap-up
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Public Relations practice
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Public relations is a business.
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PR practitioners play a role as part of the ensemble.
Public Relations is a profession.
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It has codified rules and practices that define it.
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Professionalism in the practice of Public
Relations (Bernays)
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A codified body of knowledge and a growing bank of theoretical literature,
precedents and case studies.
Insight into human behavior and the formulation and movement of public
opinion.
Skill in the use of communications tools, social science technology, and
persuasion to affect opinions, attitudes and behaviors.
Academic training including the PhD, offered in colleges throughout the
world, and professional development available through a multiplicity of
professional societies.
A formal code of ethics.
A service that is essential in contemporary society.
Nobility of purpose in harmonizing private and public interests – thus
enabling individual self-determination and democratic societies to
function.
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Building an Ethical Reputation
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Word-of-mouth communication
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Can be negative or positive
Ethical issues
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Reciprocal relationships
Hiring away employees
Reporting income
Claiming or sharing credit
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What does “PR” include?
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Media Relations
Community Relations
Employee Relations
Financial Communications
Advertising
Promotions
Special Events Management
Training
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Financial Public Relations
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Role within corporation
Role within the financial community
The Annual Report as a communication vehicle
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Key components: marketing materials and 10K
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Ethnic Target Markets
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Growth of minorities
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Regional issues
Effective strategy includes:
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Special events
Personalize products
Target ethnic media
Review all messages for bias, stereotypes, etc.
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Creative Execution
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Client reviews
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Institutional approvals
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Approvals
Delegation
“Concur” and “non-concur”
Internal, e.g. Board of Directors
External, e.g. government agencies (FDA, etc.)
Media reviews
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Embargos
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Typical corporate organization
Board of
Directors
Product
Division #1
Product
Marketing
Product
Development
President / CEO
Human
Resources
Worldwide
Marketing & Sales
Corporate
Communications
Product
Manufacturing
Corporate / Brand
Advertising
Corporate
Finance
Corporate
Legal
Community
Affairs
Product
Advertising
Distribution /
Supply Chain
Product
Sales
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For next class
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Go buy your books.
Read:
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Cutlip – Chapter 1
Center – Chapter 1
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