JOUR 455 Fall 2013

USC School of Journalism

JOUR 455: Public Relations for Non-Profit Organizations

Fall 2013 Syllabus

Mondays 2:00– 5:20 pm

Conrad Kiechel, Adjunct Professor

Contact Information:Conrad Kiechel

(o) 310-570-4668

(c) 914-484-0588

(preferred)

Office Hours:Please call or email to arrange for an appointment at least 24 hours in advance.

Course Description:

This course teaches students the unique challenges and opportunities of public relations for non-profit organizations. We will survey the non-profit sector, focusing on the dynamic changes taking place within it, and the critical role effective communications can play. Among the areas that will be addressed: how non-profits must create and communicate a clear message and mission to cut through the increasing clutter in the sector; how communicators can effectively reach the key stake-holders for non-profit organizations; effective media-relations for non-profits and how to best use social media to drive engagement; the role of communications in development and in forging effective corporate partnerships; and how to avoid some common dangers in communicating for non-profits. Case histories will illuminate the course materials and will be used extensively throughout the course, as will guest speakers from different sectors of the non-profit world.

Course Outcomes:

This course is designed to provide the student with the following outcomes:

  1. An understanding of the non-profit sector, its history and role in society, and the different types and structures of non-profit organizations.
  2. Knowledge of how to apply public relations skills to the unique challenges of non-profit organizations, including research and analysis, development and implementation of a strategic communications plan, and measurement of results.
  3. An understanding of the PR professional’s role in articulating the mission and vision of the non-profit organization.
  4. An understanding of the non-profit organization’s varying constituencies and stakeholders, and how to effectively reach each group.
  5. An understanding of how to work most effectively with media (traditional and social) to advance the non-profit’s mission.
  6. An understanding of the PR professional’s role during institutional crises.
  7. An understanding of how non-profits can work with for-profit entities for mutual benefit, and the role of communications in this symbiosis.

Course Expectations:

Course Requirements: / Grade Emphasis:
  • Class attendance and participation
/ 10%
  • Midterm
/ 25%
  • Homework
/ 30%
  • Term project (takes place of final)
/ 35%

Final Project:

Teams are to create a non-profit and develop an integrated strategic communications plan for their new organization including its press launch. We will discuss in detail in Session #2.

Standard Procedures/Ground Rules:

  1. Students must have an active Internet account and check e-mail regularly as it will be used to stay in touch and update assignments.
  2. All written assignments are to be double-spaced with 1.5 inch margins and 12 point font, ideally Arial, Times New Roman or Calibri.
  3. Students are expected to attend all classes. Unexcused absences, tardiness, and failure to meet deadlines will have a negative impact on the student’s final grade. Students who unavoidably miss a class are still responsible for getting that classes’ assignment in on time, getting any new assignments from other students, and completing the work by the assigned due date. All written assignments must be typed.
  4. Grammar, spelling and writing ability are of critical importance. This is not a course in English and/or writing, per se, and the instructor expects students to have learned from prior courses and experience how to produce written materials that are error-free and meet the quality standards of this school. All students’ written work will be evaluated according to the same standards. Students who are not confident of their abilities in this area are urged to purchase and utilize a standard grammar reference work and an Associated Press Stylebook and/or see remedial coaching (available in this school.)
  5. Cell phones and pagers are to be turned off before class. Answering them during class will result in a full grade reduction for the entire course.

Participation Mandatory

Your grade is based in part on your participation during class; your ability to participate is undoubtedly affected by your being present and able to participate.

Professional Conduct During Class

You will be expected to treat this class as you would a business meeting. You must arrive early, be prepared, provide value to the class discussion, conduct yourself professionally and remain courteous and sensitive to the interests of others in the meeting. All pagers and cell phones MUST be turned off or to silent mode so as to not disturb the session. (There will be one break at each session during which time you may check messages/pages, etc.) There is an emphasis on oral presentation skills in this class – this includes your weekly presentation of thoughts, ideas and responses to discussion in each session.

Late Assignments:

You must turn in assignments when they are due even if you know you will miss class. Unless otherwise specified, all assignment must be submitted to me at the beginning of class or emailed to me by 6 PM on the due date of the assignment. Assignments received after the first ten minutes of class will be considered late and will receive a grade deduction. Assignments received more than a day late, barring timely notice and proof of death of an immediate family member, emergency medical condition, or other catastrophic event that would render you incapable of completing the assignment by the date due, will receive a failing grade. Timely notice means you must notify the instructor of the situation immediately, but not later than 48 hours after the assignment is due.

If you miss a session, it is up to you to contact someone in the class (another student) to find out what you have missed and what is due next.

Text/Reference Materials:

  • Current AP Stylebook is required (bring to class when in-class writing assignments are noted on the syllabus).

PLAGIARISM/ACADEMIC INTEGRITY

Plagiarism is defined as taking ideas or writings from another and passing them off as one's own; in journalism, this includes appropriating the reporting of another without clear attribution. The following is the Annenberg School of Journalism's policy on academic integrity as published in the University catalog: "Since its founding, the USC School of Journalism has maintained a commitment to the highest standards of ethical conduct and academic excellence. Any student found guilty of plagiarism, fabrication, cheating on examinations, or purchasing papers or other assignments will receive a failing grade in the course and will be dismissed as a major from the School of Journalism. There are no exceptions to the school’s policy."

ACADEMIC ACCOMMODATIONS

Any students requesting academic accommodations based on a disability are required to register with Disability Services and Programs (DSP) each semester. A letter of verification for approved accommodations can be obtained from DSP when adequate documentation is filed. Please be sure the letter is delivered to me by the third week of class. The DSP office is located in the Student Union room 301 and their phone number is (213) 740-0776.

INTERNSHIPS

The value of professional internships as part of the overall educational experience of our students has long been recognized by the School of Journalism. Accordingly, while internships are not required for successful completion of this course, any student enrolled in this course who undertakes and completes an approved, non-paid internship during this semester shall earn academic extra credit herein of an amount equal to one percent of the total available semester points for this course.

To receive instructor approval, a student must request an internship letter from the Annenberg Career Development Office and bring it to the instructor to sign by the end of the third week of classes. The student must submit the signed letter to the organization, along with the evaluation form provided by the Career Development Office. The form should be filled out by the intern supervisor and returned to the instructor at the end of the semester. No credit will be given if an evaluation form is not turned in to the instructor by the last day of class. Note: The internship must be unpaid and can only be applied to one journalism class.

ABOUT ME

My B.A. is from Columbia University; my M.A. from Johns Hopkins University’s School of Advanced International Studies; I studied for a year on a Fulbright scholarship at the University of Cologne, in Germany. My career spans the non-profit, for-profit, and public sectors. As a journalist, I was a writer for the Voice of America, and as an editor at the Reader’s Digest for many years, serving as European Bureau Chief and later as Editorial Director, International. Afterwards, I was a principal at the Dilenschneider Group, a strategic communications firm in New York. Presently, I am Director of Communications at the Milken Institute, a Santa Monica-based nonprofit, nonpartisan think tank.

Class Schedule:

DateFall 2013 Class Subject

Aug 26#1Introductions/Course description/outcomes

Presentation of Syllabus

Why Non-Profits Happen

History of Philanthropy in America

The Golden Moment

Sept 2(Labor Day – no class)

Sept 9#2The Non-Profit Organization – case studies

The Organization and the Strategic Plan(s)

Strategic Plan: Background, Business Goal, Statement of opportunity

Discussion of Analysis Assignment

Sept 16#3Communications and Developing Identity

Strategic Plan: Key Audiences

Sept 23#4Strategic Plan: Conducting Effective Public Relations Research
Benchmarking

Sept 30 #5Communications and Leadership

Oct 7 #6Working with the media

Development of the Media Plan

Oct 14 #7Strategic Plan: Development of Strategies and Tactics

Social Media engagement

Oct 21 #8Internal Communications

Oct 28 #9Development-Fundraising and the Board of Directors

Discussion of Term projects

Nov 4 #10 Clutter-busting to Communicate Your Organization

Nov 11 #11Community Relations/Winning Partnerships-The View from the Corporate Side

Nov 18 #12Strategic Media Relations and Crisis Communications

Nov 25 #13TBD; Discussion of final project

Dec 2#14Final Class – Presentation of Final Projects

NOTE: To make this class as dynamic and productive as possible, the class plan and sequence is subject to change/improvement.

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