COMMUNICATION 125:
INTRODUCTION TO PR PRINCIPLES
Fall 2011
Professor: (Bryan) Ming Wang
Office: 202 MTC
Email: bryanmingwang@gmail.com (or wangm@wmpenn.edu)
Work Phone: (641) 673-2106
Office Hrs: MW 2:15-3:15 P.M. or by appointment
Class Time: Monday, Wednesday, and Friday 10:15-11:05 a.m.
Location: 103 MTC
Course Web site: http://www.bryanmingwang.com/teaching/comm125
COURSE DESCRIPTIONS
This is an introductory survey course to public relations for students who aspire to work in the strategic
communication industry. It is designed to provide students with a solid grounding in the basic concepts that public
relations practitioners need to know to effectively manage accounts. This courses aims to cover the breadth, rather
than depth, of the public relations field given the introductory nature of the course.
This course blends theoretical and practical concerns and concepts that impinge upon public relations processes.
Lectures will detail the history and theories of public relations, current practices in the profession, and emerging
trends in the industry. To apply the theories and principles acquired in class, students will work in teams to develop
a public relations campaign for a client. Students should treat the group project as a real-world working experience
in terms of both work ethics and co-worker relationship management.
Course Objectives
This course aims to help students:





Grasp key concepts in public relations;
Understand and experience practices of public relations;
Grasp emerging trends in the industry;
Apply knowledge acquired in class to develop a PR campaign;
Produce writing and creative samples for a PR campaign.
Course Materials
One textbook is required for this course.
Dennis Wilcox & Glen Cameron (2012). Public Relations: Strategies and Tactics (10th Ed.). Allyn & Bacon. ISBN:
978-0-20-577088-5.
Additional reading materials will be assigned as the course moves along. Students should apply knowledge acquired
in lectures, textbooks, assigned reading materials, and class discussions to the development of their campaigns.
Midterm and final exams will also cover these materials.
Electronic Resources
As a mass communication course, COMM 125 utilizes many new media technologies to not only free the class
from the traditional confines of the learning environment but also to expose students to some of the recent tools that
1
can facilitate learning.
1. Class Web site (http://www.bryanmingwang.com/teaching/comm125). You can download lecture
slides, readings, handouts, assignment instructions, and sample exam questions on this site as the
semester moves on. You can also submit anonymous comments to me about anything pertaining to this
course on this site. Lecture slides will be posted on this site the night before the class and key terms for
review will be posted here right after each class. It is suggested that you bookmark this page and check
before each class for new materials.
2. News blog. The instructor and the students can post questions and news articles germane to the topics
covered in this class. This is a way to introduce the students to how blogs work.
COURSE REQUIREMENTS
Campaign Project (120’)
The group project revolves around one public relations campaign. Accordingly, the class will be divided into teams
of four to six students who will form a PR agency that will pitch to win the account. Each team will have at least
one member in charge of: (1) research, (2) strategy, (3) tactics, and (4) creative. Based on the position assigned,
each member will be responsible for coordinating certain parts of the report and will work with his/her team to
create an effective PR campaign. Ultimately, each team will produce a 30-page PR campaign book.
The group project will involve the following activities: (1) Campaign Plan, (2) Pitch Meeting, and (3) Peer
Evaluations.
This semester’s project is adapted from PRWeek’s 2012 Student of the Year competition assignment. The task is
briefly stated as follows:
“Students will need to devise a campaign that will help Ford leverage their
technology leadership by promoting and showcasing Ford’s connected car
technology (SYNC) as a key differentiator from the competition to help
attract the ‘millennial’ generation.”1
See p. 6 for more details on the assignment and the outline of the final campaign book. Please note that the original
PRWeek’s competition assignment has been modified and tailored for this class. For instance, you are expected to
produce and showcase creative copies and communication message samples that will be included in your campaign
book. So please follow the guidelines in this syllabus instead of the original PRWeek’s 2012 Student of the Year
competition requirements.
Important note: In order to maintain a level playing field, groups are forbidden from contacting the client or their
representatives. You may, however, visit dealerships and request marketing materials as a prospective customer.
Agency Positions
Early in the semester, you will be given the opportunity to indicate your preferences for your professional position.
As much as possible, position assignments will be made according to students’ preference rankings. The positions
are:
• Research Director: Responsible for the Situation Analysis, which summarizes, if necessary, History/Industry
Trends, Client Background, Brand Analysis, Consumer Analysis, Public Opinion, Media Audit, and Stakeholder
Analysis. Secondary and primary research is required. The situation analysis is followed by the problem statement
and SWOT analysis.
1
http://www.prweekus.com/student-of-the-year-2012/section/2309
2
• Account Manager: Responsible for the Campaign Strategy and Evaluations. Specifically, the strategy document
includes the Goals, Objectives, Target Audience, and Strategies. The Evaluations part includes campaign
evaluations, budget, and timetable.
• Communications Director: Responsible for the Tactics, which includes, but not limited to, social media
presence, mobile communication, news releases, media tours, guest appearances, product placement, conventions,
and event planning.
• Creative Director: Responsible for the Creative Copies and Tactics. The primary role of the creative director is to
create and prepare creative copies for the team, such as logos, promotional visuals, campaign book layout, etc. The
secondary role of the creative director is to help the Communications Director prepare various communication
messages.
Once agencies have been formed, you will also collectively make a decision about the name of your agency.
Even though each individual is assigned to a position in the agency, the whole team is expected to work
together on each section of the campaign. In other words, the job of each director is to coordinate efforts and to
elicit input from all team members rather than completing work all on his/her own. Based on the performance of
students in previous classes like this, the winning teams are usually the integrated ones.
Project-related Grades
Groups will work together on activities and assignments. Graded portions of the project are as follows:
1) Campaign Plan — drafts (55 points each), group grade (10 points), and individual grade (25 points);
2) Pitch Meeting (15 points);
3) Peer Evaluation for Group Participation (15 points).
1) Campaign Plan
The Campaign Plan should be detailed and highly polished. It will be graded for evidence of critical thinking,
problem solving, and the integration of ideas from the course. Strategic decisions should be clearly identified and
substantiated by research and reasoning. The completed document should be roughly 30 pages long.
The campaign plan constitutes 90 points toward your final grade. This grade is broken down into three parts: the
rough drafts (55 points each), the group grade (10 points), and the individual grade (25 points).
All members on the team will receive the same grade for each rough draft.
The group grade of the book will be based on the totality of the campaign. Relevant questions: Does the campaign
make sense? Are there innovative and creative ideas present? Did your group work well together? Are the different
aspects of your campaign coordinated?
The individual grade will be based on our assessment of your component of the plan.
2) Pitch Meeting
Teams will present their campaign plans in the form of a pitch meeting. The grade for the Pitch Meeting
presentation will be based on the quality and skill with which the agency presents an oral summary of its campaign
plan. Of particular importance will be articulating the goals/strategies of the campaign and the rationale behind the
tactics for the campaign. The Pitch Meeting is worth 15 points toward the final grade.
3) Group Project Peer Evaluation
3
The peer evaluation will be an evaluation of your contribution and performance on the group project by the rest of
the members of your group. At the end of the group project, each group member will fill out an evaluation of the
other group members. This evaluation constitutes 15 points toward the final grade.
Exams (60’)
There are two closed-book, written exams for this course and each is worth 30 points toward the final grade. Each
exam covers approximately half of the class; the final exam is not cumulative. Any information presented in the
readings, lectures, or discussions may appear on the exams.
Each exam will consist of three sections: term definition, multiple choices, and reading comprehension.
Term definition (10’): You will need to explain five core concepts discussed in class. For each term, first define it
and then explain its significance. All of the questions will come from the Key Terms posted on the course Web site
after each class.
Multiple-choice questions (10’): You will choose the most appropriate answer out of five options for each of the 10
questions.
Reading comprehension (10’): You will read a short passage and answer a series of questions related to the
information presented in this passage. The questions can take a variety of formats, such as blank-filling, multiplechoice, and short-answer questions.
Class Participation (20’)
The class participation grade takes into consideration your attendances, engagement with the course materials in
class, and participation in discussions.
COURSE GRADING
Grades will be based on performance of the following exams and assignments:
Campaign Project
Situation Analysis Draft
Strategy Draft
Tactics Draft
Evaluation, Budget, and Timetable
Campaign Book
Group Grade
Individual Grade
Pitch Presentation
Peer Evaluations
Exams
Midterm
Final
Class Participation
TOTAL
Points:
Date:
15
15
15
10
Sept. 23
Oct. 12
Nov. 21
Nov. 30
10
25
15
15
Dec. 09
Dec. 09
Dec. 09
Dec. 09
30
30
20
Oct. 10
Dec. 12-14
Semester-long
200
Grades will be based on the following percentage distribution:
4
93 to 100 = A
89 to 92 = AB
83 to 88 = B
79 to 82 = BC
71 to 78 = C
61 to 70 = D
Below 61 = F
Winning Pitch and Extra Credit:
At the end of the pitch meeting, the instructor and the guest judges will vote for one winner of the account. All
members of the winning team will be awarded 10 bonus points.
Additional extra-credit opportunities may be announced during the semester. Students can participate in a
maximum of five additional extra credit opportunities worth one point each. If you choose not to participate, your
grade will not be affected adversely.
COURSE POLICIES

Students must notify the professor within the first two weeks of class of any specific days that they will
miss class for religious observance.

All assignments must be turned in on time. Drafts and the final book are due at the beginning of the
classes. Late assignments can be graded, but will be penalized for a lower letter grade after each 24-hour
period since the deadline till the assignment reaches an F.

If a student cannot complete an assignment or take an exam at the scheduled time, arrangements must be
made in advance with the instructor. Failure to do so will result in the reduction of one grade level (at a
minimum) from the earned score. Exemptions may be made for unusual circumstances.

Permission for a student to receive an incomplete grade (I) is at the discretion of the instructor and must be
accompanied by a written contract for completion of course requirements. Failure to take exams, complete
assignments, or attend class is not acceptable reasons for an incomplete.

This class will follow university guidelines concerning scholastic misconduct and grievance procedures.

No plagiarism is allowed on any assignments in this class. If a student is found to conduct plagiarism,
he or she will receive an F on that assignment as the minimum penalty and will be faced with additional
charges applied by the university. Remember, cite your sources when you present ideas that are not
your own. Also, do not copy large amounts of information (complete sentences or paragraphs)
verbatim even when the materials do not make a claim.

Cheating is similarly not allowed. If a student is found to cheat on exams, he or she will receive an F on
that exam as the minimum penalty, and will be faced with additional charges applied by the university.

William Penn University is committed to creating a dynamic, diverse and welcoming learning environment
for all students and has a non-discrimination policy that reflects this philosophy. Disrespectful behaviors or
comments addressed towards any group or individual, regardless of race/ethnicity, sexuality, gender,
religion, ability, or any other difference is deemed unacceptable in this class, and will be addressed
publicly by the professor.
5
GUIDELINES FOR THE GROUP PROJECT
Client Information2
Ford Motor Company, a global automotive industry leader based in Dearborn, MI, manufactures and distributes
automobiles across six continents. With about 166,000 employees and about 70 plants worldwide, the company’s
automotive brands include Ford and Lincoln. The company provides financial services through Ford Motor Credit
Company. For more information regarding Ford’s products, please visit www.ford.com.
Background3
In January 2010, Ford Motor Company took center stage at a location you might not traditionally think of for an
automaker: the Consumer Electronics Show. It was there that Ford unveiled what it called its connected car strategy
– SYNC – where through your own smart phone, you can utilize all the features of your phone, such as an address
book and music through your MP3 player, safely through voice controlled commands. For Ford, it is all about
keeping your eyes on the road and hands on the wheel.
Since January 2010, Ford has introduced a series of upgrades and enhancements to SYNC, including voiceactivation, on-demand navigation, traffic, stock quotes. And, most recently, Ford launched the capability to voice
control smartphone apps, such as Pandora. However, with competitors catching up with technology introductions of
their own, and “millennial” customers reporting that they find their mobile electronics to be more important to them
than cars, how can Ford leverage their technology leadership by promoting and showcasing Ford’s connected car
technology as a key differentiator from the competition to help attract the “millennial” generation? For more
information on SYNC, please visit www.ford.com/technology/sync.
Campaign Book Layout
Each team will produce a 30-page campaign book that includes the following sections:
(1) Cover page with agency name and its team members’ names on it. The position of each member should
also be clearly stated on this page.
(2) Table of Contents with page numbers.
(3) Executive Summary. A synopsis of the situation analysis, problem statement, goals, strategies,
objectives, tactics, and evaluations.
(4) Situation Analysis followed by the problem statement. The whole book, including the situation
analysis, should be in narrative form for the most part. But bullet points, charts, and figures are strongly encouraged
when needed. They aid in the presentation of the plan.
(5) SWOT.
(6) Goals.
(7) Target audience profile.
(8) Objectives.
(9) Strategies. Strategies must be directly connected to the objectives.
(10) Tactics. Tactics must be directly connected to each objective and strategy. Be sure there are sufficient
tactics to reach your audience.
(11) Evaluation Plan.
(12) Budget and Timetable.
(13) Reference page.
(14) Appendices:
a) Communication samples.
b) Creative samples.
c) Primary research documents.
To help you complete this project successfully, several drafts are required. These draft are meant to keep you on
track. However, these drafts are not final. You are expected to update and make changes to the drafts based on the
2
http://media.prweekus.com/documents/26/sotykit12_6412.pdf
3
http://media.prweekus.com/documents/26/sotykit12_6412.pdf
6
feedback provided by the instructor or new developments of the account.
Here is what each draft is expected to cover.
Situation Analysis Draft. The Research Director is responsible for coordinating the write-up of this draft. The
situation analysis will include sections (4) and (5).
Strategy Draft. The Account Manager is responsible for coordinating the write-up of this draft. The strategy
document will include sections (6) to (9).
Tactics Draft. The Communications Director and the Creative Director are responsible for coordinating the writeup of this draft. The tactics draft will include sections (10), (14a), and (14b).
Evaluations Draft. The Account Manager is responsible for coordinating the write-up of this draft. This draft will
include sections (11) and (12).
The whole team is responsible for putting the whole book together in the end. Members are encouraged to use
Adobe InDesign for designing the layout of the campaign book. Two in-class InDesign training sessions will be
offered toward the end of the semester.
More resources and guidelines will be posted later on the class Web Site.
7
COURSE SCHEDULE
Part I: Research and Strategy
Week 1
08/24 Introduction
08/26 What is PR?
None
Chapter 1
Week 2
08/29 History of PR
08/31 PR, Advertising, Marketing, and IMC
09/02 PR Planning and Introduction to Group Project
Chapter 2
Chapter 1
Chapter 6
Week 3
09/05 Labor Day: No Class
09/07 PR Profession
[Group Project Position Preference Signup Sheet Due]
09/09 PR Research
[Group Assignment]
Chap. 3 & 4
Chapter 5
Week 4
09/12 Stakeholder Analysis, Media Audit, and SWOT
None
09/14 Campaign Planning Meeting: Research
None
09/16 Case Study: That Guy: Dept. of Defense Alcohol Abuse Prevention Education Campaign None
Week 5
09/19 The Importance of Strategy
09/21 Audience Analysis I
09/23 Audience Analysis II
[Situation Analysis Draft Due]
None
Chapter 11
Chapter 11
Week 6
09/26 Relationship Management and Issue Management
09/28 Crisis Management
09/30 Campaign Planning Meeting: Strategy
Chapter 10
Chapter 10
Week 7
10/03 Reputation Management
10/05 Persuasion and Psychology of Public Relations
10/07 Midterm Exam Review Session
Chapter 9
None
None
Week 8
10/10 Midterm Exam
10/12 Midterm Results Review Session
[Strategy Draft Due]
10/14 Fall Break: No Class
None
None
None
Part II: Tactics and Evaluations
Week 9
10/17 Managing Media Relations I
10/19 Managing Media Relations II
10/21 Managing Broadcast Media Relations
Chapter 14
Chapter 14
Chapter 15
8
Week 10
10/24 PR Writing Workshop
10/26 Event Planning
10/28 Social Media
None
Chapter 16
Chapter 13
Week 11
10/31 Case Studies: Old Spice; HelpVinayAndSameer.org
11/02 Mobile Media I
11/04 Mobile Media II
None
None
None
Week 12
11/07 Buzz Marketing and WOM
11/09 Case Study: Stolen A3
11/11 Campaign Planning Meeting: Tactics
None
None
None
Week 13
11/14 Evaluations
11/16 Campaign Planning Meeting: Evaluations, Budget and Timeline
11/18 InDesign Training I
Chapter 8
None
None
Week 14
11/21 InDesign Training II
[Tactics Draft Due]
11/23 Thanksgiving Break: No Class
11/25 Thanksgiving Break: No Class
None
None
None
Week 15
11/28 The Future of Public Relations
11/30 Campaign Planning Meeting: Putting the Book Together
[Evaluations, Budget, and Timetable Draft Due]
12/02 Careers in Public Relations
Week 16
12/05 Campaign Planning Meeting: Presentation Skills
12/07 Exam Review Session
12/09 Pitch Meeting
[Final Campaign Book Due]
Week 17
12/12 -12/14 Final Exam
None
None
Chapter 1
None
None
None
None
* I reserve the right to make any necessary adjustments to the terms specified in this syllabus.
9