School of Journalism — USC Annenberg School for Communication

JOUR 458 Public Relations in Politics and Political Campaigns

(4 Units)

Instructor: Dan Schnur

E-mail:

Room: ASC 204

Day/Time:Tuesday, 2-5:20 p.m.

Office Hours:T, W, TH afternoons, by appointment -- VKC 263

Introduction and Purposes

  • This course will be an exercise in pure, practical politics. If you have a political ideology, be prepared to check it at the door. Because rather than engaging in a philosophical debate over the relative merits of various candidates and causes, we will instead use this course to examine the inner workings of the political process and the manner in which political messages are communicated to the voting public. Rather than arguing liberal vs. conservative and Democrat vs. Republican, this course will focus on how successful campaign operatives of both parties accomplish their goals and elect their candidates to office.
  • We will devote the bulk of the course to discussing the practicalities of campaign politics, with a specific emphasis on campaign strategy and message. We will focus on the means by which a campaign develops its message, how that message is communicated through the news media and paid advertising, as well as the broader strategic and tactical questions which guide a campaign’s operation. We will also take a broader look at the American political system: its strengths and weaknesses, the relationship between politicians and the voters and the influence of the news media on the political process.
  • We will also examine the relationship between government and politics, and how public policy decisions have campaign-related ramifications. Students will therefore be expected to monitor national and state government and political news on an ongoing basis and be prepared to discuss relevant developments in class. We will use both breaking government and political news, including lessons from the 2008 presidential campaign and 2003 and 2006 gubernatorial campaigns, as examples of the types of practical political exercises that make up the bulk of the course subject matter.
  • Students will learn how the principles of public relations apply to the specific challenges of communicating within the context of a political campaign. They will learn the principles of campaign message development, and will be asked to practically apply those lessons by developing campaign messages of their own for both real and hypothetical candidates. They will be asked to attempt to deliver campaign messages as well, both in writing and in classroom exercises that require them to play the role of both candidate and campaign strategist by participating in mock news conferences, ad tests, and other simulations of real-life campaign experiences. By the end of the semester, they will be prepared to write a full-length campaign strategy prospectus on behalf of a political candidate or cause of their choosing.
  • The degree program is designed to give students as broad and understanding of the principles of public relations as possible. The application of these skills in the context of a political campaign provides access and understanding to an area of public relations not addressed elsewhere in the curriculum will help students understand how these principles are applied on behalf of a political candidate, cause, or campaign. Because of the unique and time sensitive nature of campaign politics, messaging strategies that are utilized on the campaign trail can also have significant value in corporate, non-profit, and other non-political contexts as well.
  • Students with an interest in politics and government will benefit from the ongoing discussion of contemporary and historical political activity as a regular feature of the course. Those students considering careers in politics and government will benefit from access to an instructor with real-world experience in these fields, as well as practical written and in-class exercises designed to help them understand the unique requirements of political messaging. Other students who are preparing for careers in other areas of public relations and communications will see how campaign-based applications of their craft can be useful to them in corporate or non-profit careers as well. Most students will find a behind-the-scenes understanding of the American political process to be both interesting and engaging.
  • The role of both the instructor and the students are much more participatory than in a traditional classroom atmosphere. While the first half of class is devoted to traditional lecture on a pre-assigned topic, students are expected to play an active and involved role in the form of questions, comments, or analysis on the topic at hand. The second half of each class requires even more involvement: it is devoted to a class discussion of contemporary politics or government (in the context of that week’s topic) or to the students’ involvement in a series of classroom activities designed to simulate actual campaign messaging activities.

Because of the nature of the course material, students will be expected to be familiar with daily news developments in the areas of government, politics and public policy.

Course Requirements and Grades

A. Grading

  1. Class participation, discussion andhomework assignments10%

This includes questions and comments during the lecture session of each class, as well as active involvement in class discussion and all small-group classroom exercises. Occasional 1-2 page homework assignments will not be graded, but their completion will count toward this portion of the grade.

  1. Midterm 20%

Overview of message development techniques introduced in first portion of semester. Familiarity with these concepts needed to begin final project

  1. Midterm #220%

Overview of message delivery techniques learned in second portion of semester. Familiarity with these concepts needed to complete final product.

  1. Final paper40%

This paper will require the development of a comprehensive campaign strategy on behalf of a political candidate or a real-world case study of a political news coverage challenge faced by a print or broadcast news organization. The final paper, presented in memo form, should be presentable to the actual candidate or news outlet.

  1. In-Class Final Exam 10%

Small group presentation utilizing communications strategy, comparative analysis and self and opposition research techniques learned in final portion of semester. Hands-on preparation and application of campaign messaging goals.

B. Class Requirements

  1. Students are expected to attend all classes. Unexcused absences, lateness in arriving, leaving early (i.e. at the break) and failure to meet deadlines will have a negative impact on the student's final grade. I appreciate being notified in advance if a student plans to miss a class.
  2. Students who unavoidably miss a class are responsible for getting assignments and notes from a classmate. If an assignment is due, the student is responsible for turning assignments in to me before a class a missed. No excuses. No exceptions.
  3. Grammar, spelling and writing ability are extremely important. Students are expected to have learned from prior courses and experience how to produce written materials that are error-free and meet the quality of standards of this school and the profession.
  4. All written assignments must be typed.
  5. Participation in class discussion is not optional, but mandatory. Students are expected to have read all course assignments and be prepared to discuss them.
  6. There are no make-ups for late assignments. No excuses. No exceptions.

Course Readings

Hardballby Chris Matthews (Simon and Schuster Free Press)

Presidential Electionsby Nelson Polsby and Aaron Wildavsky (Chatham)

A Party of One by Daniel Weintraub (Polipoint Press)

The People’s Machineby Joe Matthews (Public Affairs)

A Long Time Coming by Evan Thomas (Public Affairs)

Additional reading: Students are expected to be aware of current events and issues and are encourage to read at least one daily newspaper per day, watch both local and national news programs, and monitor on-line coverage of California and national politics and government. In particular, the following sites are recommended for comprehensive coverage: The Politico ( , Time Magazine’s The Page ( and Rough & Tumble (

School of Journalism Plagiarism/Academic Integrity Statement

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."

Statement for Students with Disabilities

Any student requesting academic accommodations based on a disability is required to register with Disability Services and Programs (DSP) each semester. A letter of verification for approved accommodations can be obtained from DSP. Please be sure the letter is delivered to me as early in the semester as possible. DSP is located in STU 301 and is open 8:30 a.m. – 5:00 p.m., Monday through Friday. The phone number for DSP 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.

Class Sessions

SECTION I:GETTING READY TO RUN

August 25 – Class Introduction and Overview

  • Introduction of course: expectations, weekly assignments, reading and discussion
  • Parallels with private sector, non-profit communications
  • Competition for audience’s attention
  • Reading Assignment for 9/1: Hardball (Chapters 1-8)

September 1 – Message Development: Importance of Biography

  • Biography as Basis for Campaign Message
  • Biography as Credibility Basis for Issue Discussion
  • Contrasting Between Candidate and Opponent
  • Reading Assignment for 9/8 Hardball (Chapters 9-conclusion), Presidential Elections (pp. 1-26, 161-168)
  • Writing Assignment for 9/21: Topics for final paper due

September 8 – Elements of Message Development

  • Three central elements of message development
  • Message reinforcement techniques
  • Reading Assignment for 9/15: Presidential Elections (pp. 85-92, 97-157, 168-182, 187-195)
  • Writing Assignment for 9/15: 1-2 page message development exercise

September 15 – Message Development: Understanding the Landscape through Research

  • Self and opposition research
  • Demographic and geographic voter research
  • Issue research: Planning for audience interest level
  • Reading Assignment for 9/22: A Long Time Coming (Prologue – Chapter 3, Presidential Elections (pp. 27-49, 182-184)
  • Writing Assignment for 9/29: Topics for final semester project
  • 1-2 page message development exercise due today

September 22 – Message Delivery: Targeting the Message

  • Identifying voting trends: Persuasion vs. organization/motivation
  • Motivating supporters/ Persuading undecided voters
  • Voter groups – Characteristics and influence
  • Reading Assignment for 10/6:A Long Time Coming (Chapter 4- conclusion/interview), Presidential Elections (pp. 75-85)
  • Writing Assignment for 10/6: Message summary for final project
  • Topics for final project due today

September 29 – Midterm #1

  • Reading Assignment for 10/6:A Long Time Coming (Chapter 4- conclusion/interview), Presidential Elections (pp. 75-85)
  • Writing Assignment for 10/6: Message summary for final project

SECTION II: GETTING THE MESSAGE TO THE VOTERS

October 6 – Message Delivery: Understanding Nature of News Coverage

  • Objectives of news media relations
  • Use of public events for message reinforcement
  • Uneasy alliance: identifying mutual interests between newsmaker and media
  • Reading Assignment for 10/13:The People’s Machine (Prologue, Part One)
  • Message summary for final project due today

October 13 – Messaging Options in Paid and News Media

  • Establishing candidate’s positive credentials
  • Focusing on opposition: negative/comparative messaging
  • Coordination between paid/news media
  • Reading Assignment for 10/20: The People’s Machine (Part Two), Presidential Elections (pp.195-202)
  • Writing Assignment for 10/20: Candidate research for final project

October 20 –Message Delivery – Principles of Paid Media and Advertising

  • Goals of broadcast advertising, mass communication
  • Non-verbal messaging/message reinforcement
  • Advantages/disadvantages of paid media
  • Targeting message geographically
  • Reading Assignment for 10/27: The People’s Machine (Part Three), Presidential Elections (pp. 182-186)
  • Candidate research for final project due today

October 27 – Message Delivery – Paid Media and Advertising (2 of 2)

  • Goals of Communicating by mail and e-mail
  • Targeting message demographically
  • Reading Assignment for 11/3: The People’s Machine (Part Four, Epilogue)
  • Writing Assignment for 11/3: Voter research for final project

November 3 – Advanced Strategy – Campaigning Online: Virtual and Real-World Politics

  • Persuasive vs. motivational campaigning
  • Website opportunities, attributes
  • Pro-active messaging (e-mail, online advertising, social networking)
  • Reading Assignment for 11/17: A Party of One (Introduction – Chapter 8), Presidential Elections (p.202-212)
  • Writing Assignment for 11/17: Voter targeting assignment for final project
  • Voter research for final project due today

November 10 – Midterm #2

  • Reading Assignment for 11/17: A Party of One (Introduction – Chapter 8), Presidential Elections (p.202-212)
  • Writing Assignment for 11/17: Voter targeting assignment for final project

SECTION III: ADVANCED COMMUNICATIONS STRATEGY

November 17 – Advanced Strategy: Responding to Criticism, Attacks

  • Strategies for staying on message
  • Framing debate to messaging goals
  • Tyranny of the news cycle: rapid response
  • Understanding “conventional wisdom”: accept or reject?
  • Reading Assignment for 11/24: A Party of One (Chapter 9 - conclusion), Presidential Elections (p.51-74, 213-267)
  • Note: Voter targeting assignment for final project due today

November 24 – Advanced Strategy: Damage Control

  • Expecting the unexpected: process management, timing
  • Restoring credibility, rebuilding trust
  • Scandal/personality vs. issues/policy
  • Long-term positioning and repositioning
  • Written Assignment for 12/1 -- Final paper. Campaign strategy prospectus or political news media case study

December 1 – Wrap-Up and Final Thoughts

  • Final Paper Due Today
  • Politics in the Future – Multi-Way Communications/Empowering the Audience
  • New Media's new options
  • Divide between information haves/have nots

December 10 – Final Exam

EXTRA CREDIT REQUIREMENTS

1)Attend two Unruh Institute events and write 1-2 page summary before class the following week – increase class participation grade by 1/3 grade

2)Attend three Unruh Institute events and write 1-2 page summary before class the following week – increase one midterm grade by 1/3 grade

3)Attend six Unruh Institute events and write 1-2 page summary before class the following week – increase final paper grade by 1/3 grade

Note: Each student can only increase one aspect of their grade. (i.e. You can increase either your paper grade or one of your two midterm grades, but not both.)

DAN SCHNUR

BIOGRAPHY

Dan Schnur is the Director of the Jesse M. Unruh Institute of Politics at the University of Southern California, where he works to motivate students to become active in the world of politics and encourage public officials to participate in the daily life of USC.

For years, Dan was one of California’s leading political and media strategists, whose record includes work on four presidential and three gubernatorial campaigns. Schnur served as the national Director of Communications for the 2000 presidential campaign of U.S. Senator John McCain and spent five years as chief media spokesman for California Governor Pete Wilson.

Schnur began his political career in the press office of the Reagan-Bush ’84 presidential campaign. He later served as a spokesman for the Bush-Quayle ’88 presidential campaign, and worked in the press offices of the Republican National Committee before moving to California in 1990 to take on the position of Communications Director of the state Republican Party. Following Wilson’s election as Governor that year, Schnur joined the Administration and subsequently served Wilson as both Press Secretary and Communications Director. In 1994, he served as Press Secretary to Wilson’s successful gubernatorial re-election campaign.

In addition to his position at USC, Schnur is an Adjunct Instructor at the University of California at Berkeley’s Institute of Governmental Studies. Schnur has also held the post of Visiting Fellow at the John F. Kennedy School of Government’s Institute of Politics at Harvard University and taught an advanced course in political campaign communications at George Washington University’s Graduate School of Political Management. In addition, he was the founder of the Center for Campaign Leadership, a non-partisan effort to equip young people with the skills essential for professional involvement in political campaigns.

He has served as an advisor to the William & Melinda Gates Foundation, the William and Flora Hewlett Foundation, the Broad Education Foundation, the James Irvine Foundation, and the Stuart Foundation on a variety of K-12 education, college and workforce preparedness, governance and political reform efforts. He is also the Co-Chairman of the Voices of Reform project, a bi-partisan statewide organization devoted to making state government more responsive to the needs of California voters.

Schnur’s commentaries have appeared in several California newspapers, including the Los Angeles Times, the San Francisco Chronicle and the Sacramento Bee. In addition, he has been an analyst and political commentator for CNN, MSNBC, Fox News, and National Public Radio. During last year’s presidential campaign, Schnur wrote a regular column for the New York Times’ political opinion website.

Schnur is a graduate of the AmericanUniversity in Washington, D.C.