f:mydocs/courses/mgmtsem./syllabu/S05 p1_7/11/2016
URBS-4/512 Public Information/Involvement
Minnesota State University, Mankato - Fall 07 (revised 9/7/07)
MH112—Weds. 1:00-3:45 p.m.
Instructor:
Dr. “J” Cherrington
Office: 106 MH
Phone/Voice Mail: 507-389-5031
Office Hours: As posted on my office door & web page.
http://www.intech.mnsu.edu/cherrington/Office Hours.htm
This syllabus is subject to change without notice. Contact the professor for most recent changes.
Required Text(s) for All:
(R-1) Leisure Travel: A Mktg Hdbk.
(R-2) Media Relations for Local Gov.
(R-3) Marketing Places
R3-requireed for graduates.
ISBN 003049317-1
ISBN 0873261178
ISBN 07432-3636-X
Pearson
ICMA
Free Press
Morris Hall Copy Shop (CP)--Req'd for all:
Class packet for URBS 4/512.
Course Purpose: The purpose of this course is two-fold. The first is to increase public and nonprofit managers’ overall understanding of media relations. The second is to help public sector
manager/planners understand how to develop a strong and compelling image for a city and stimulate
public awareness that instills a sense of pride of place in community.

Legal Contexts of Government-Media Relations: 1st Amendment, etc., the local government
"beat reporter," and Civic Journalism.

MN’s Data Practice Act

News: What constitutes it? Who are the media and what drives it? Preparing for an
interview.
Tips about radio/TV/newspaper, Public Service Announcements..

Getting the Word Out: Roles and Responsibilities, Cultivating Local Government/Non-Profit
Media Relationships. The news conference and press releases.

Organizing: Preparing for an Interview: What to say when the reporter calls. Conducting
telephone and other types of interviews.

Public-sector marketing, Branding and Place Making.

Crisis Communication: Steps to Effective Crisis Communication.

Public Information and Involvement: Telling your city’s story.

Communication plans: Gathering data, photographs, design principles.
This course is designed to help public managers and non-profit directors to understand the media
within an appropriate context. You will learn about legal considerations and examine the concept of
civic journalism. Emphasis will be placed the role of public information: How to gather and
disseminate it in order to stimulate public involvement as well as market a community. The primary
focus of the course will be developing a professional approach to building successful media
relationships for your city or organization. Also you will engage in applied learning projects on
designing a public information campaign. The course is geared toward public and non-profit
managers, department heads, elected officials, and planners or anyone else who regularly interacts (or
should interact) with the media. The course will include lectures, readings, and out-of-class field
projects. Guest speakers will also come in to class and discuss their real-world experiences and
provide personal tips for dealing with the media.
Course Outcomes: Upon successful completion of this course, the student should be able to do the
following:






Articulate historical contexts of government-media relations, legal considerations, and the
Data Practice Act.
Articulate civic journalism and ethical behavior in media relations.
Understand and use various forms of media in local government and non-profit settings.
Understand how public and non-profit managers can build successful media relationships.
Understand policies and internal procedures needed for effective media communication.
Understand principles of strategic marketing, branding and place marketing.
Personal Skill Development Goals: In addition to the specific course outcomes, there are 4
additional goals that are most common to all other URSI undergraduate and graduate courses at
MSU. They are:
 to link theory to applied learning (learn-by-doing) projects
 to develop your creative and critical thinking powers in addressing public sector problems and
opportunities.
 to develop your personal communication skills, both written and oral.
 to improve your understanding and use of technology.
In addition, graduate students are expected to interact with and mentor undergraduate student teams
in organizing and completing applied learning projects. Graduate students will direct:
 field projects, research, and data collection.
 bringing laptop (and other equipment needed) and setting it up for class presentations.
 completion of written reports on the project.
INSTRUCTIONAL METHODOLOGY AND TEACHING STRATEGIES:
A variety of instructional methodologies and teaching strategies will be employed throughout this
course. Above all, my teaching style in this course is based on an “adult-centered” model wherein
students are active participants responsible for their own learning. Student motivation is a key factor
in learning. The instructor is a facilitator and resource person who (along with guest speakers) will
attempt to lead you into discussion. However, meaningful involvement is your responsibility and you
will be graded on your attempt to participate (or not participate). Attendance is critical as well as
fulfilling your team responsibilities. Major portions of the class are a “studio” project that involve
graduate students mentoring undergrads in field project assignments. Handouts on field projects will
be distributed at a later time. Several assignments will be out-of-class field projects.
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GUEST SPEAKERS:
Throughout the semester guest lecturers will speak to the class. These appearances will be listed on
the weekly class schedule (or announced). Guest speakers may include public relations directors,
public information officers, radio and TV station managers, etc.. Be sure to ask the instructor the
week before their appearance for some background information on the speakers if it is not included in
your class packet. This will allow you to develop two (2) intelligent and meaningful questions to
pose to them about the course subject matter. Your questions must be typed and have your name and
date showing in the upper right hand corner. They are to be turned in at the start of class in order to
receive the “guest speaker” question points listed under “grading.” Note: You should do two copies
and retain one to refresh your memory when the speaker calls for questions. Please no open laptops,
text messaging, or cell phones during these presentations.
American Disabilities Act (ADA)
ADA requires that the university provide services for persons with disabilities. For more information
regarding the services that are available to you, please contact the MSU Disability Services Office at
(507) 389-2825 (V) or 1-800-627-3529 (MRS/TTY). If you are a person with a disability, please
discuss you special needs with this instructor within the first week of class. This will allow you and
the instructor ample opportunities to make arrangement for taking notes, completion of assignments,
and examinations.
Other Policies: No late assignments accepted (without a verified and justifiable reason). Dues
dates are on field project or report handouts. When cell phones and beepers go off in class they are
very distracting to others. Please turn off your cell phones and beepers during class time/field trips or
if possible put them on vibration mode. No open laptops during class. Turn off cell phones
completely. Thank you.
Field Projects:
Graduates (TBA)
Undergraduates (TBA)
Course Grading:
Field Projects (15) (25)
Homework
Guest Spkr Questions
Place Audit Instrument (grads)
Written Reports
Attendance/Participation/Team Evaluation*
Class Presentations
Undergrad
40
25
7
18
10
100
Graduate
20 (mentoring)
15
7
40
30
18
20
150
* N.B. A percentage of the points you earn will be determined by your co-team members’
evaluation of your willingness and amount contributed to the projects.
----------------------------------------------------------------------
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URSI -4/512 Public Involvement (revised 9/6/07)
WEEKLY SCHEDULE- Fall 2007 Weds 1-3:45 p.m. MH112
(RM)=Reserve Material available in URSI class mailbox.
(R1, R2, R3)=Texts(see page 1 for referencing) or (CP)=class packet or (GS)=guest speaker
U (Undergrads); G (Grads); Homework: to be announced: (HTBA)
(RM)=Reserve Material available in URSI class mailbox.
(R1, R2, R3)=Texts(see page 1 for referencing) or (CP)=class packet or (GS)=guest speaker
U (Undergrads); G (Grads); Homework: to be announced: (HTBA)
This is a general guide—changes may occur. If they do, they will be announced in class in advance. If you are absent, it
is your responsibility to check with team members on changes, etc.
Week 1
Aug. 29
Course overview, “Who are the media?” Media: “The Managers Role” “The local
government beat reporter.” “City managers can also manage the media?” (CP) #8 HTBA
Week 2
Sep. 5
Historical Context of Government – Media Relations; Legal Considerations. The
(GS) Joe Spear-Free Press Read.
Week 3
Sep. 12
Strategic Market Planning: A case study. “Place Auditing & Strategic Mkt. Plng.”
read (R3-Kotler) Ch. 4 and pp. 115-138. Discuss Place Audit report.
(R2) Ch. 1; (u)’s questions 1,2,4,6 p. 19; (U) FP #3,4 towns due.
Week 4
Sep. 19
News: What constitutes it?. What drives it? Why Media Relations?” read (R-1)
Ch. 7. Open Mtg. Law (lecture) Hwk:3 Ps on Ch.7 Plog, GS Dan Ruiter KEYC tv
Week 5
Sep. 26
Tips about TV, radio, newspaper, etc. How to write public service announcements
And press releases. Read R2 Ch. 5 (CP Elements of a PR) (GS) Shelly Schultz
Oct. 3
Week 6
Procedures; Training for Effective Media-Relations. (R2) Ch. 2, 4
Getting the Word Out: Public Inf. Officers Role/Responsibilities; Policies
Week 7
Oct. 10
Week 8
Oct. 17
Organizing: “What to say when the reporter calls?” Preparing for the interview.
The news conference GS Mike Cooper MSU (R2) Ch. 6 (CP) #6
Town Festival Reports (F#3) due
Cultivating Relationships with the Media. (R2) Ch. 3, (Dogs Darling Case)
(CP). (#11-handout)
Week 9
Oct. 24
Branding & Marketing Strategies for Local Government; See you on the Radio;
Read case studies (CP) (#2 and #3) GS Jim Gullickson KMSU
Week 10
Oct. 31
Telling the Story (CP) #9. Read http://www.livablecities.org/Carswell.Bill.pdf
Re-idealizing the livable city for services. (G) Report #1 due.
Week 11
Nov. 7
Crisis Communication (R2) Ch. 7 The Unplanned Event: A case study.
(CP) #5. Data Practice Act (CP) #10.
Week 12
Nov. 14
Media Relations during Community Controversies (CP) #4 Pub. Mgmt.
Graduates discuss report #1. HTBA.
Week 13
Nov. 21
Designing Communication Plans: gathering data, photos, etc. (CP#7)
GS SCCC Graphics Instructors Baby Boomer (U) Reports (F#4) due.
Week 14
Nov. 28
Begin undergraduate Town festival reports.
(G) Report 2 due.
Week 15
Dec. 5
Finals
Dec. 10-14
Place audit graduate presentation
.
HTBA
4
Buddy List
(FILL IN INFORMATION BELOW AND EXCHANGE WITH STUDENT ON YOUR RIGHT AND YOUR LEFT.
BE SURE TO GET THEIR INFORMATION TOO.)
My Name is: ______________________________________
My email address is: ________________________________
My phone nos. are:
__________________________home
_________________________cell
_________________________other
Buddy List
(FILL IN INFORMATION BELOW AND EXCHANGE WITH STUDENT ON YOUR RIGHT AND YOUR LEFT.
BE SURE TO GET THEIR INFORMATION TOO.)
My Name is: ______________________________________
My email address is: ________________________________
My phone nos. are:
__________________________home
_________________________cell
_________________________other
5
Buddy List
(FILL IN INFORMATION BELOW AND EXCHANGE WITH STUDENT ON YOUR RIGHT AND YOUR LEFT.
BE SURE TO GET THEIR INFORMATION TOO.)
My Name is: ______________________________________
My email address is: ________________________________
My phone nos. are:
__________________________home
_________________________cell
_________________________other
Buddy List
(FILL IN INFORMATION BELOW AND EXCHANGE WITH STUDENT ON YOUR RIGHT AND YOUR LEFT.
BE SURE TO GET THEIR INFORMATION TOO.)
My Name is: ______________________________________
My email address is: ________________________________
My phone nos. are:
__________________________home
_________________________cell
_________________________other
6
Buddy List
(FILL IN INFORMATION BELOW AND EXCHANGE WITH STUDENT ON YOUR RIGHT AND YOUR LEFT.
BE SURE TO GET THEIR INFORMATION TOO.)
My Name is: ______________________________________
My email address is: ________________________________
My phone nos. are:
__________________________home
_________________________cell
_________________________other
Buddy List
(FILL IN INFORMATION BELOW AND EXCHANGE WITH STUDENT ON YOUR RIGHT AND YOUR LEFT.
BE SURE TO GET THEIR INFORMATION TOO.)
My Name is: ______________________________________
My email address is: ________________________________
My phone nos. are:
__________________________home
_________________________cell
_________________________other
7
Bibliography Suggested Readings
Bjorlund, Lydia. (1996). Media Relations for Local Governments: Communications for Results.,
International City/County Management Assn.
Felllows, James. ( ). Breaking the News: How the Media Undermine American Democracy.
Vintage.
Fink, Steven. ( ). Crisis Management: Planning for the Inventible, American Management Assn.
Hilton, John and Mary Knoblauch. ( ). On Television: A Survival Guide for Media Relations.
American Management Assn.
Krajicke, David J. ( ) Scooped Media Miss the Real Story on Crime While Chasing Sex, Sleaze,
and Celebrities. Columbia University Press.
Myers, Gerald and John Holusha. ( ). When It Hits the Fan: Managing the Nine Crises of
Business. Houghton Mifflin Company.
----. (
). Dealing Effectively with the Media. National League of Cities
----. (1994) Ten Steps to Effective Presentations . International City/County Management Assn.
http://www.systemiccoaching.com/crisis.htm "Crisis & Contingency Planning: Keys to Planning for
Crisis, Emergencies & Disasters."
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f:mydocs/courses/mgmtsem./syllabu/S05 p9_7/11/2016
Field Project or
Responsibility
Select Point Person
(PP)
Assignment(s)
URSI Public Awareness Campaign Pert Chart
All
Due Date Deadlines
Team
Member(s)
Comments
All
.
.
URSI Action Item List [sample]
Date
Description
Brochure final edits
Action
To be Taken
Meet and review brochure
Local Gov. Fact
Sheet
Drop off at SCTC
Review mock-up
Local Gov Fact
Bookmarker
Team go to SCTC
Review in class on _/_, make
edits, email comments back
to
Review brochure final
mock-up
Class Peer reviews; decide
on final format
Tentative
Person
Responsible Due Date
Status
Approved & sent with final
edits to SCTC __/__
SCTC Team
SCTC to run brochure wk
of
Outline &
final ppt
10
URSI Action Item List
Date
Description
Action
To be Taken
Responsible Tentative
(Initals)
Due Date
Status
11