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Campaigns

public relations

WINTER TERM TWO THOUSAND AND NINE


WINTER TERM 2009

Week 1 - 2 Week 3 - 4
Client connections; Best practice research Key messages, target audiences

Week 5 - 6 Week 7 - 8
Research & recommendations due; client presentations Implementation

Week 9 - 10 Portfolio Review & Final


Implementation March 6: Portfolio Reviews

Connect Work of the Course


Instructor: Kelli Matthews Each student in PR Campaigns will work in a team of
Email: kmatthew@uoregon.edu four. As a team, you will work with a non-profit
organization to conduct original research, create (and
Office: 215C Allen (Deb Merskin’s Office)
propose) a public relations plan for the client and
Office Hours: noon - 1:30 Tue/Thur or by appointment
implement part of the public relations plan as time and
Textbook resources allow.
Course packet available via: My objectives for the course:
www.universityreaders.com. 1. To learn, understand and use common
Once you order the book with an e-check or credit qualitative and quantitative research methods
card, you’ll have access to immediate PDF downloads in public relations.
of initial reading material. The packet is delivered 2. To understand how to use the results from your
priority mail - 1-3 business days. This reading packet is research to write a strategic recommendation.
designed to be a reference book for you to use 3. To present your strategic recommendations
throughout the term. We do not do much book work in (PR Plan) to the class and your client.
this class, but you’re expected to know and understand 4. To use your research to reseach to write a
the contents of the text. I’ve put together chapters and strategic communications/PR plan that
addresses your client’s business problem.
resources that I use for reference when writing a plan.
5. To implement all or part of your research and
Course Description recommendations, to your client and your
Public Relations Campaigns is the capstone course in peers.
the sequence of instruction offered in public relations. 6. To gain confidence as a public relations
This course provides students with the opportunity to professional in client relations, strategy,
recommendations and quality of work.
apply the fundamentals of what they have learned over
their course of study to actual client work and real This course serves as the bridge between academia
world business problems. and the “real world.” You’re expected to conduct
yourself as a professional with your client and your
Course Prerequisites team.
J350 Public Relations Principles, J440 Public
The class meetings will be conducted as seminars to
Relations Writing and J453 Public Relations Problems
help meet each of these objectives, including research
& Plans. Recommended: J452 Advanced Public
methods, stakeholder identification, messages and
Relations Writing.
channels and expert recommendations. We will also
share work challenges and experiences, brainstorm
ideas and develop strategies. We will also have guest
speakers to provide insight into campaign work and
specifically related to the work of the course.
Work of the Course
Course Requirements | Client Work Research & Recommendations Presentation:
*PR Plan Draft: Each team will “pitch” their research and
recommendations to the client during week 5. The
A professional-quality public relations plan that
presentation will be based on the public relations plan
incorporates the research your team conducts, considers
and provide key tactics that the team recommends they
the organization’s budget and recommends appropriate
implement in the second half of the class.
and executable strategies. I expect public relations plans
to be creative and insightful, moving beyond the Portfolio Review:
expected to offer real solutions that will reach the The student will make a presentation to a professional
client’s target audience. jury of the student’s public relations campaign project
Client Requirement: Provide resources, information and and other portfolio material in a one-on-one review and
access as needed. Please plan to attend your team’s mock interview situation. Each student will be assigned a
presentations. 30-minute time slot to present to a small panel of
professionals on Friday of Week 9 (March 6, 2009).
*Final Packet
Reviews will take place in Eugene.
A final bound packet to include the client reports, the
final public relations plan and campaign implementation Final Presentation:
material to be submitted to Kelli and to the client during
Each team will make a final presentation to their client
finals week. during finals week. The presentation will be arranged
Client Requirement: Provide assistance and feedback as individually. Kelli should be invited.
needed. More on Portfolio Reviews
Weekly Status: The culmination of your academic career in public
Each team will provide Kelli with a weekly project status relations is the professional portfolio review. On Friday of
report, which includes the team’s weekly time tracking week 9, each student will individually present the
report from SantexQ. The weekly reports will be sent via complete portfolio of their work to a panel of two or
email. Be prepared to present your weekly report in front three professionals who work in public relations. Each
of your peers. review lasts 30 - 45 minutes with time for questions and
Report template available on Blackboard. feedback from the panel.

Time tracking system: https://prcampaigns.santexq.com/ What should you include in your portfolio:
• PR Campaigns work
Course Requirements | Other Work • Best work from other classes
*Best Practice Report • Internship work
• Career-related volunteer work
Each individual will create a best practice report drawing
How to do well:
on secondary research related to the client’s business
• Be confident
problem, audiences, industry or issues.
• Be prepared
Research & Recommendation Report • Show your best work and focus on results
Each team will submit a client reports detailing the • Be yourself
team’s research and recommendations.
This report must be submitted to the client. You can also visit: http://uoreviews.wetpaint.com for
more tips.
Long-Term Implementation Recommendation Report
Each team will create a long-term implementation
recommendation report that will recommend the next
steps for implementing the team campaign
This report must be submitted to the client.
GRADING SUMMARY

Client Work % of Grade (weighted)


15%
Draft PR Plan
15%
Final Report (Including final PR plan + implementation)
*includes peer review

Client Reports % of Grade (weighted)


10%
Best Practices - secondary research (individual)
15%
Research & Recommendations Report
10%
Long-Term Implementation Recommendation Report
5%
Weekly Reports w/ Time Tracking

Presentations % of Grade (weighted)


10%
Client Presentations
10%
Portfolio Reviews

Other % of Grade (weighted)


10%
Attendance & Participation

Time Tracking
Professional services firms sell the thinking, planning, doing and the expertise it takes to do a good job.
To do this, the firm will typically bill in 10 or 15 minute increments. We will track our time in 15 min
increments in PR Campaigns to simulate a professional services firm. We’ll look at a few specific
categories of time:
• Secondary Research
• Primary Research
• Planning/Strategy
• Project Management
• Writing/Editing
• Meetings (in person)
• Correspondence (phone, email)
• Specific categories to your client (ex: design, social media, event, etc.)

Classroom Protocol
You are expected to be in class on time, every time the class meets. Every student is expected to accept
responsibility for getting assignments, understanding precisely what is expected, and getting the work
done to a high professional standard on or before specified deadlines.

Disabilities
Students with documented disabilities who may need accommodations, who have any emergency medical
information the instructor should know of, or who need special arrangements in the event of evacuation, should
make an appointment with the instructor as early as possible, no later than the first week of the term.
DATE DESCRIPTION READING
Topic: Overview, Team Assignments, PR Theory
Week 6-Jan Course Overview, Team Assignments, Professionalism, Time Chapter 6
1 Tracking
8-Jan Ethics; Basic PR Theory; Best Practices Report Chapter 6, Chapter 1
Assignments: Weekly report due by Friday; Client contact and meeting by Friday
Topic: Research
Week 13-Jan Tom Eiland, Conkling Fiskum McCormick on Focus Groups Chapter 2, 3, 4
2 15-Jan Research Research Research Chapter 2, 3, 4
Assignments: Best Practices Due (Wednesday); Weekly Report (Friday)
Topic: Planning
Week 20-Jan Elements of a PR Plan: Situation Analysis, Target Audiences, Chapter 5
3 Objectives, Strategies and Tactics
22-Jan Elements of a PR Plan: Timeline & Budget; Writing the Research Chapter 5
Report
Assignments: Informal Presentation on Audiences (Monday); Weekly Report (Friday)
Topic: Presentations
Week 27-Jan Team Meetings with Kelli - No class
29-Jan How to Give a Good Presentation www.presentationzen.com
4
Assignments: Weekly report (Friday)
Topic: Presentations
Week 3-Feb Client Presentations
5 5-Feb Client Presentations
DRAFT PLAN DUE ON PRESENTATION DAY
Topic: Implementation
Week 10-Feb Team Reports; Metrics & Evaluation
6 12-Feb Work Day
Assignments: Weekly report (Friday)
Topic: Implementation
Week 17-Feb Team Reports; Portfolio Introduction http://uoreviews.wetpaint.com

7 19-Feb Work Day


Assignments: Weekly report (Friday)
Topic: Implementation
Week 24-Feb Team Reports; Resumes & Digital DIrt http://delicious.com/
kellimatthews
8
26-Feb Work Day
Assignments: Long-Term Implementation Recommendation Report; Weekly report (Friday)
Topic: Implementation
Week 3-Mar Team Reports; Peer Review & Practice Reviews
9 5-Mar Work Day
Portfolio Reviews: FRIDAY MARCH 6
Topic: Implementation
Week 10-Mar Final Team Reports; Debrief Portfolio Reviews
10 12-Mar Final Client Packets Due
Final Client Packets Due Friday
Final Client Presentations to be Scheduled Finals Week

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