JOMC 431.003: Case Studies in Public Relations
Fall 2013
School of Journalism and Mass Communication
Mondays and Wednesdays | 5:00 – 6:15 p.m. | Carroll Hall 141
Instructor: Denise Hill, APR
Email: hilldm@live.unc.edu
Office: Carroll Hall 389
Office Hours: 3:00 – 4:30 p.m. Wednesdays and by appointment
Prerequisite: JOMC 137: Principles of Advertising and Public Relations
Course Overview
Through the analysis of real-world public relations cases, this course provides a broad
background and understanding of how public relations professionals manage public relations in
corporate, government and nonprofit organizations. We will build upon the public relations
principles you have learned by exploring examples of public relations in action. In reviewing
case studies, we are looking at what has already been done. In other words, case study analysis
allows us to learn more about public relations by examining what public relations practitioners
did in applying public relations solutions to organizational issues, problems, challenges and
opportunities. Analysis of cases will include an examination of research, stakeholder groups,
message development, objectives, program execution (including strategies and tactics),
evaluation and ethical issues.
Course Objectives
By the end of this course, you will be able to:


Critically examine a variety of real-world public relations cases
o Analyze and critique public relations programs, including audiences, objectives,
strategies, tactics, research and measurement
o Identify and address public relations challenges and opportunities
o Make recommendations
Enhance your presentation and analytical skills
Required Textbook and Materials
 Public Relations Cases, Ninth Edition (2012). Darrell C. Hayes, Jerry A. Hendrix and
Pallavi D. Kumar, Wadsworth Cengage Learning. ISBN-10: 1111344426, ISBN13:978-1111344429
Additional readings and materials will be posted on Sakai. You should also keep up with current
news coverage so that we can discuss topical issues and any related public relations implications
in class.
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Please note that a library resource site has been set up specifically for this course. This site can
be accessed through Sakai, under the “Library Research” tab, or directly through the following
link: http://parklibrary.jomc.unc.edu/course-guides/jomc-431. This site includes helpful
resources for your assignments and projects.
Method of study
The case study is the major teaching tool for this course. The instructor will present lecture
material relevant to class cases and, along with guest speakers, provide real-world examples
of a variety of public relations situations. Group discussion of cases is the heart of the class.
Each student is expected to have read assigned case material before the class in which it is to
be discussed and be prepared to participate actively in case discussions. Ongoing dynamic
case material will also be presented as currents events allow.
NOTE: Class attendance is essential. It will be difficult, if not impossible, to get an "A" in this
course without regular class attendance and active and thoughtful participation in the
discussion of the cases.
Assignments and Examination
A variety of assignments throughout the semester will allow you to demonstrate what you
have learned. Your grade will be calculated as follows:
Written case brief #1
10%
Written case brief #2
10%
Midterm exam
20%
Attendance and class participation
15%
Team written case brief
10%
Final project (team project)
Written case study
Oral team presentation
25%
10%
The standard university grading scale will be applied:
A
AB+
B
B-
= 93-100 %
= 90-92 %
= 87-89 %
= 83-86 %
= 80-82 %
C+
C
CD+
D
= 77-79 %
= 73-76 %
= 70-72 %
= 67-69 %
= 60-66 %
2
F = Below 60 %
Attendance and Class Participation (10%):
You are required to come to class regularly, to be on time, and to have read the assigned material
before class. In addition, you are expected to participate actively in class discussions.
As part of class participation, students will be called on to present case facts as well as
analyze public relations practices for assigned readings. In addition, students will be required
to identify current events that have had public relations implications and discuss those cases
in class.
Case Briefs (2) (10% each):
Over the course of the semester, you will turn in two case briefs evaluating "public relations in
action." Each brief should be three to five pages long, and should include the facts of the case, as
well as your analysis, evaluation and recommendations. This assignment should be submitted
electronically via email or in hard copy. You can choose cases that we will not discuss in class
from the following sources: the textbook, the Silver Anvil cases available on the Public Relations
Society of America’s website (www.prsa.org), the cases included on the website of the Council
of PR Firms (www.prfirms.org/resources), a case that has recently been in the news or from
another source that you have identified and have discussed with me. You must choose your two
cases, prepare a brief, one-paragraph synopsis of the case and where you found the case and
send it to me (via email) for approval by September 16. Information about the format and other
requirements for the written case brief will be posted on Sakai, and we will review this
information in class.
 Case Brief #1: Due on October 2
 Case Brief #2: Due on October 23
Assignments must be turned in on time. All assignments should be turned in before class if
submitted electronically and turned in during class if submitted in hardcopy. If you need to miss
class on the due date of a hardcopy submission, you can submit it electronically before class.
Midterm Exam (20%):
The midterm exam will be on October 9 and will cover case studies from class, as well as
fundamental PR principles, strategies, and tactics. The test will include multiple choice
questions, true/false questions, and short answers. It will cover readings, lectures, and class
discussions.
JOMC 431.001- Fall 2013
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Team Case Brief 10%
Depending on the number of students, you will form teams of three to four students each. Each
team will prepare a written case brief. For this case brief, each team will analyze and evaluate
one of the award-winning cases in the Arthur W. Page Society case study competition. The cases
are available on the Society’s website: http://www.awpagesociety.com/insights/winning-casestudies/. This team case brief should be 7 to 10 pages. In addition to the written assignment, each
team will present their findings to the class in an informal, oral presentation. The team case brief
is due November 6.
Final Project (35%): (25% for the written paper and 10% for the oral presentation)
Written case study (25%)
With the same team you formed to complete the team case brief, you will identify an
organization and a real-world case by identifying a problem, opportunity, or issue that an
organization faced that required significant public relations solutions. Your team will prepare a
written, detailed public relations case study, including an in-depth evaluation of the elements of a
public relations case study that we have discussed all semester. This written case study should be
12 to 15 pages, excluding any appendices, citations, graphs and/or charts. With the case brief
assignments, you have analyzed and evaluated existing, already-written case studies. In contrast,
in this final project you will prepare a new case study, which you (in teams) will present in
written and oral form. Information about the format and requirements for the written and oral
final project will be posted on Sakai, and we will review this information in class.
The purpose of this assignment is to give you experience in analyzing the public relations work
of others, including assessing the strengths and weaknesses of their approach. It should also give
you more experience in gathering data/information from a variety of sources and in synthesizing
and presenting this information to others. In addition, you will gain experience working in small
groups and in managing tasks. Your best work is expected on this project. If you're experiencing
problems within your team, let me know early on and we should be able to remedy the situation.
Your team can choose any case, but you must give me a one-paragraph summary of the case you
choose. This summary is due to me via email on September 18.
The final written paper is due December 6 by 7:00 p.m.
Oral presentation (10%)
Each team will make a formal PowerPoint presentation to the class. You can include other media
in your presentation if applicable, i.e. video news coverage. You will be graded on your
Powerpoint presentation as well as your oral presentation skills. Oral presentations will be
scheduled for the last two to three class sessions, depending on the number of teams.
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Honor code
Students are expected to abide by the UNC Honor Code. Please read below and visit
http://honor.unc.edu/ for the full code and more information. The Honor Code is the heart of
integrity at Carolina. In brief, the Honor Code says that all students shall 'Refrain from lying,
cheating, or stealing,' but the Honor Code means much more. It is the guiding force behind the
students' responsible exercise of freedom, the foundation of student self-governance here at
UNC-Chapel Hill. The University maintains an Honor Code because we believe that all members
of our community should be responsible for upholding the values that have been agreed upon by
the community. A written Honor Code is an affirmation of our commitment to high standards of
conduct inside and outside of the classroom.
It is expected that each student in this class will conduct himself or herself within the
guidelines of the University honor system. All academic work should be done with the high
levels of honesty and integrity that this University demands. You are expected to produce
your own work in this class, which includes written case assignments. Use of former students'
work constitutes a breach of the honor code and will be dealt with accordingly.
Students with Disabilities
If you have a diagnosed or suspected disability that you think might affect your performance in
this course, you should contact the Department of Disability Services to determine whether and
to what extent services or accommodations are available. If you think this might apply to you,
please contact the Department of Disability Services at 962-8300 or visit the Department’s
Website at http://disabilityservices.unc.edu. Please understand that I’m not qualified or permitted
under University policies to provide any disability-related accommodations without
authorization from DDS.
Diversity
The University’s policy statements on Equal Educational Opportunity and Nondiscrimination as
outlined in the 2013-2014 Undergraduate Bulletin. http://www.unc.edu/ugradbulletin/. The
University of North Carolina at Chapel Hill is committed to equality of educational opportunity.
The University does not discriminate in offering access to its educational programs and activities
on the basis of age, gender, race, color, national origin, religion, creed, disability, veteran’s
status, sexual orientation, gender identity, or gender expression. The Dean of Students (Suite
1106, Student Academic Services Building, CB# 5100, 450 Ridge Road, Chapel Hill, NC 275995100 or [919] 966-4042) has been designated to handle inquiries regarding the University’s
nondiscrimination policies.
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COURSE SCHEDULE
(Updated September 4, 2013, subject to change)
Week
1
Date
Wed
Aug 21
Topic /Activities
Course Introduction
Readings & Assignments for This Day
None.
Mon
Aug 26
Elements of a PR Case
Wed
Aug 28
Elements of a PR Case, continued
Public Relations Cases, read the
paragraph under the Process heading on
pages 3-5. Also read pp. 12-29 (stop at
Programming.)
Public Relations Cases, pp. 29-44 (start
with Programming on p. 29.)
Mon
Sept 2
Labor Day Holiday- no class
Wed
Sept 4
How to Analyze a Case Study
2
3
4
We will also discuss how to choose
cases for your assignments.
Read ‘Analyzing a Case Study’—posted
on Sakai.
AT&T/FleishmanHillard Texting While
Driving case study—posted on Sakai
Mon
Sept 9
Social media case study—Doritos
Crashes the Super Bowl
Public Relations Cases, pp. 92-104 and
pp. 106-119.
Wed
Sept 11
Media relations case study—Save-ALandmark National Civil Rights
Museum
Public Relations Cases, pp. 49-60 and
pp. 74-83.
Mon
Sept 16
Review of format and requirements
for case study briefs.
Review of final project format and
requirements.
Team Case Study Meeting & Planning
Read the information on Sakai about
format and requirements for the case
study brief and final project so you can
come prepared with any questions.
Due: Last day to let me know the two
cases you want to analyze for your Case
Brief #1 and Case Brief #2.
5
6
Wed
Sept 18
Class discussion of team case study
topics
Mon
Consumer relations case study-
JOMC 431.001- Fall 2013
Due: One paragraph summary of
each team’s case for the final project.
Public Relations Cases, pp. 256-261 and
6
7
Sept 23
Hallmark Sound Card Product Launch
273-279
Wed
Sept 25
Using the library to conduct case
study research
Mon
Sept 30
Crisis Communication case studies –
Crystallizing a Response to a Crisis
and A Crisis Out of Thin Air (2013
grand prize winner of the Arthur W.
Page Society case study competition
Investor Relations/Financial
Relations—Aflac Gives Shareholders
a “Say on Pay” and Argonaut Group
Inc. case
Guest Speaker: Park Librarian Stephanie
Willen Brown will discuss how best to
use library resources for your case study
assignments
Public Relations Cases, pp. 345-351,
364-366. “A Crisis Out of Thin Air”
available on Arthur W. Page society
website
Wed
Oct 2
Public Relations Cases, pp. 225-229 and
pp. 232-238. Also read Argonaut case
on the Council of PR Firms website:
http://prfirms.org/resources/argonautgroup-inc-with-pierpont
Due: Case Brief #1
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Mon
Oct 7
Midterm Review
Wed
Oct 9
Midterm Exam
Mon
Oct 14
9
Wed
Oct 16
No class - Fall break starts at 5:00
p.m.
Public Relations Cases, pp. 160-165 and
pp.184-192.
Enjoy your break!
Mon
Oct 21
Internal Communications –
Newell Rubbermaid Rise to the
Challenge: Overcoming the Great
Recession of 2009
Public Relations Cases, pp. 132-137 and
pp. 148-155,
Wed
Oct 23
Guest Speaker – Case TBD
Mon
Oct 28
Public Affairs and Government
Relations—
Two Hospitals for Williamsburg
Due: Case Brief #2
Reading TBD depending on guest
speaker
Public Relations Cases, pp. 193-205 and
pp. 214-224.
10
11
Community Relations case studyCharleston Animal Society
JOMC 431.001- Fall 2013
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Wed
Oct 30
Mon
Nov 4
12
13
International Public Relations—
McDonald’s Global 2008 Beijing
Olympic Games Sponsorship
Wed
Nov 6
Integrated Marketing
Communications—
American Cancer Society’s Creating a
World with More Birthdays
Informal discussion of each team’s
Arthur W. Page case brief
Mon
Nov 11
In-class team meetings
Wed
Nov 13
Mon
Nov 18
Corporate Social Responsibility—
P&G’s Future Friendly: Making
Conservation Second Nature
Cases in the news
14
Wed
Nov 20
15
16
Reaching multicultural and diverse
publics – Guest speaker TBD
Public Relations Cases, pp. 280-285 and
pp. 306-311.
Public Relations Cases, pp. 381-385 and
pp. 405-410.
Due: Team case brief plus each team
will lead an informal discussion in
which they present an oral summary
of their case study analysis
In-class team meetings (with team
members and with instructor) to review
final project progress
Read the P&G case on website of the
Council of PR Firms
http://prfirms.org/resources/pg’s-futurefriendly-making-conservation-secondnature
Class discussion of organizational issues
and corresponding public relations
solutions that have been in the news.
Due: Send me an email by noon today
with the issue you have identified and
plan to discuss in class.
Public Relations Cases, pp. 312-317 and
TBD depending on guest speaker
Mon
Nov 25
Wed
Nov 27
Final Presentations
Due: Final Presentation Materials
Thanksgiving holiday – No class
Happy Thanksgiving!
Mon
Dec 2
Final Presentations
Due: Final Presentation Materials
Wed
Dec 4
Class Summary, Group Evaluations,
& Group Meeting
**FINAL PAPER DUE FRIDAY, DECEMBER 6 BY 7:00 p.m.**
JOMC 431.001- Fall 2013
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