FIU School of Journalism & Mass Communication
Department of Advertising & Public Relations
PUR 4936 B52 Special Topics
BOLD: Starting an Agency
Fall 2014
Instructor: Amaury Blondet
Phone: (305) 510 - 3899
E-mail: afblondet@gmail.com
Class Hours: TU/THU 11:00 AM to 12:15 PM
Classroom: AC 2 Room 218
Office Hours: TU/THU 10:00 AM to 11:00 AM (or by appointment) in AC2, Room 231B (SJMC Student
Services) or in AC 2 Room 218.
Course Description
We will build a student run agency that has the infrastructure to train students from SJMC and other
majors to run a successful strategic communications agency. This includes understanding how the
creative and strategic sides interact, how different aspects of communication are integrated, how to
get new business, how to calculate and negotiate budgets, and how to handle clients and vendors. The
main purpose of the agency is to provide a hands-on laboratory for students to develop their
entrepreneurial and professional skills. Students at Bold will work with various multimedia outlets,
plan press releases, build media packages, design websites as well as produce work for various clients.
Agency Description:
Faculty-managed, student operated PR, marketing, and advertising agency serving South Florida
Mission:
Develop the leading professional student media agency by making BOLD statements to fit client’s gold
standards.
OUT WITH THE OLD, IN WITH THE BOLD.
AECJMC Student Learning Outcomes
•
•
•
•
•
Demonstrate an understanding of the history and role of professionals and institutions in
shaping communications;
Understand concepts and apply theories in the use and presentation of images and information
Conduct research and evaluate information by methods appropriate to the communications
professions in which they work;
Demonstrate an understanding of professional ethical principles and work ethically in pursuit of
truth, accuracy, fairness and diversity
Think critically, creatively and independently.
Required Reading
Articles and notes to be sent weekly by the professor.
Communication with the Instructor
It is FIU policy for faculty to communicate with students via FIU e-mail. I will be sending emails to your
FIU email account. I you use another e-mail provider, please link your FIU e-mail with your personal email so communication is forwarded.
Class Attendance
Attendance and active participation are an integral part of practical course. Both are particularly
important in this course, given the nature of the topics discussed and the methodology employed.
Please inform the professor in advance by email if you know you are going to be absent and explain
why.
Assignments
Homework assignments will be given out in class with instructions and deadlines.
Grades
Your final grade is based on the points you accumulate in several areas. The grades will be allocated as
follows:
Agency & Client Work
33%
Peer Evaluation
33%
Participation & Attendance 34%
The following grade scale will be used:
A
AB+
B
BC
D
F
=
=
=
=
=
=
=
=
93-100%
90-92%
87-89%
83-86%
80-82%
70-79%
66-69 %
65% or below
Students with Disabilities
If you have any special circumstances, please make me aware of them so that you may be better
accommodated. For questions and information about support services, please call the FIU Office of
Disability Services at 305-348-3532 (University Park Campus: GC 190) or 305-919-5345 (Biscayne Bay
Campus: WUC 139).
Diversity Statement
The School of Journalism and Mass Communication (SJMC) fosters an environment of inclusivity and
respect for diversity and multiculturalism. The SJMC educates students to embrace diversity and
understand the root causes of discrimination, as well as social, ethnic, sexual, disability and genderbased
Late assignments
No late assignments will be accepted. If absent from the class when it was distributed, you will not be
able to submit unless it is an excused absence. Don’t wait until the last minute to print and proof your
work. Printer jams or computer problems are not acceptable excuses. Assignments are due at the
start of class on the day of class.
Ethical Conduct & Plagiarism
Student must follow the Standards of Conduct described in the student handbook.
(http://www.fiu.edu/~sccr/standards_of_conduct.htm). Students are expected to use all resources,
including books, journals, and computers only in legal and authorized ways. Participants are expected
to perform individual cases without consulting each other. Likewise, groups may not consult each
other in the preparation of cases. Both practices “homogenize” the thinking brought to the class,
negatively impacting the discussion and our learning experience. Participants in this course are also
reminded that materials may not be pasted or paraphrased from printed, electronic or any other
sources without appropriate citations and credits. Failure to do so constitutes plagiarism and will
result in penalties as set forth by University policies.
COURSE SCHEDULE
(The Instructor reserves the right to revise schedule)
WEEK OF
Lesson
AUG 26-28
INTRODUCTION AND
ORIENTATION
Syllabus review
BOLD Overview
Evaluation of current resources
(brand, website, social media
channels, team)
SEP 2-4
DEFINITION OF ROLES AND
SERVICES
Teams & role assignments
Definition of services
Adjustments to current
resources
Readings / Assignments
SEP 9-11
CLIENT WORK (FIU
Homecoming)
- research
- data compilation
- target
- task assignments
SEP 16-18
CLIENT WORK (FIU
Homecoming)
- brainstorming
- strategy
- development and
refinement of initial
communication and creative
concepts
- presentation
SEP 23-25
CLIENT WORK (FIU
Homecoming)
- definition of promotional
channels
- development of campaign
plan and timeline
- adjustments to
communication and
creative concepts
SEP 30 – OCT 2
CLIENT WORK (FIU
Homecoming)
- final adjustments to campaign
- campaign launch
OCT 7 - 9
CLIENT WORK (FIU
Homecoming)
- launch of additional
promotional elements
- initial data gathering and
analysis
- campaign adjustments (and
improvements)
OCT 14 -16
WEEK OF THE EVENT (FIU
Homecoming)
- launch of additional
promotional elements
second data gathering and
analysis
- campaign adjustments (and
improvements)
- final promotional push
OCT 21 - 23
POST-CAMPAIGN ANALYSIS
- what we did well?
- what can be improved?
- final data gathering and
analysis
- first peer review
OCT 28 -30
CLIENT WORK AND/OR
ACCOUNT DEVELOPMENT
NOV 4 - 6
TBD
NOV 11- 13
TBD
NOV 18 - 20
TBD
NOV 25
NO CLASS ON THURSDAY
HAPPY THANKSGIVING
DEC 2 - 4
TBD
DEC 9 - 11
THE YEAR IN REVIEW
PRESENTATIONS
- second (final) peer review
and evaluation