School of Media and Journalism
University of North Carolina at Chapel Hill
PRINCIPLES OF ADVERTISING & PUBLIC RELATIONS: MEJO 137-001
Summer Semester II, 2017
Monday, Tuesday, Wednesday, Thursday, Friday, 1:15-2:45 p.m., CA #141
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Instructor:
Richard G. (Rick) Clancy III, APR
Email:
Office Phone: 919.389.0025
Office Hours: Tuesday, Wednesday, Thursday, 10 a.m. – 12 noon
Office: #372 – Third Floor, Carroll Hall
PREREQUISITE:There are no prerequisites to take this course.
COURSE OVERVIEW
“Principles of Advertising and Public Relations” (MEJO: 137-001) introduces you to the fields of advertising and public relations, incorporating important concepts concerning effective advertising and PR practices. This course will provide you with a solid foundation for understanding both disciplines, xxx historical development, issues and controversies, best practices, career opportunities, and components of successful advertising and public relations campaigns. This course will help you build a foundation in understanding advertising and PR. It will also provide a solid understanding of their relationship to each other, journalism, marketing, and business.
METHOD OF STUDY
Lectures and class discussions are the major teaching methods for this course. The professor will present lecture material relevant to class readings and provide real-world examples of a variety of advertising and public relations situations. Each student is expected to have read assigned material before the class in which it is to be discussed and be prepared to participate actively in class. Ongoing dynamic course material will also be presented as appropriate.
Special Notes: Class attendance will be monitored. Your active participation and attendance is highly encouraged and will be a key factor in determining your grade for the class. This syllabus is subject to changes and updates. Any revisions will be shared in class and on Sakai.
During class, laptops may be used for taking class notes and doing in-class research. If seen using a laptop or mobile device for other purposes, you may lose this privilege for the remainder of the semester.Laptop usage will not be permitted during the class exams and should we have any guest speakers.Mobile phones are to be turned off in class. No texting or instant messaging.
COURSE OBJECTIVES
By the end of the semester, you should be able to:
- Determine whether a career or further study in advertising or public relations is right for you.
- Examine the role and function of advertising and public relations within businesses, nonprofits and government, as well as within advertising agencies and PR firms.
- Understand the basic components of the advertising and public relations processes, which include publics and target audiences, research, planning, goals and objective-setting, strategies, messages, media channels, issues management, tactics, and evaluation metrics.
- Know the different areas of public relations practice, such as employee communications, media relations, corporate social responsibility and community relations, and investor relations.
- Explore the foundations of advertising, including its role in fueling brand movements, the history and structure of the ad industry – including career opportunities – and how people respond to adverting messages.
- Understand the fundamental processes in developing advertising that fuels brand movements, including targeting, research and development of advertising objectives, and execution of those objectives using creative and media strategies.
- Understand the transformation that has taken place in the advertising and communications industry driven by digital and social technology and engagement.
REQUIRED TEXTBOOKS
Think Public Relations, Second Edition– Wilcox, D.H.; Cameron, G.T.; Reber, B.H.; and Shin, J.H. – 2013 (ISBN: 978-0-205-85725-8)
Advertising and Promotion, Third Edition – Hackley, C.; Hackley, A.R. – 2015 (ISBN: 978-1-4462-8071-3)
SUGGESTED READINGS AND OTHER MATERIALS
Duringboth the PRand advertising halvesof the class, plan to scan the media regularly for either “PR Topics in the News”or “Advertising and Promotion Topics in the News” related to current course lectures and textbook readings. Relevant PR, advertising and marketing-focused news outlets include PR Week, PRSA Issues and Trends, PR News, Bulldog Reporter Daily Dog, PRSA SmartBrief, PRTactics,PRNewser, CommPRO Executive Briefing, Everything-PR, The Holmes Report, Regan’s Daily PR News Brief, Social Media and Marketing Daily, Ad Age, Adweek, Digiday,Marketing Profs, and Marketing Politics Daily.
PROFESSIONALISM AND ASSIGNMENT EXPECTATIONS
Students are expected to be professional in all dealings associated with this class. This includes treating each other, your professors, and any guest speakers with the utmost respect and providing them with your full attention.
Written assignments,unless noted otherwise, should be printed out, proofread and grammatically correct. Good writing is critical to success in communications. Pay attention to correct punctuation and grammar. In general, AP Style is preferred.
If at any time you have questions or concerns, please visit during office hours or make an appointment. Thegoal with this class is for all students to succeed through new learnings, experiences, engagement and accomplishments, whichwill help you determine if further study or an eventual career in advertising, public relations, or integrated strategic communications is right for you.
SPECIAL ACCOMMODATIONS
Should you require special accommodations to attend, participate in, and/or meet the requirements of this class as described above, please let me know. If such is the case and you have not done so already, you should also contact the University’s Department of Accessibility Resources Services (ARS) for more information r by calling 919-962-8300.
THE ACEJMC
The Accrediting Council on Education in Journalism and Mass Communications (ACEJMC) all graduates to be aware of certain core values and competencies, including the following addressed in this course:
- Demonstrate an understanding of the history and role of professionals and institutions in shaping communications;
- Demonstrate an understanding of gender, race, ethnicity, sexual orientation and, as appropriate, other forms of diversity in domestic society in relation to mass communications;
- Understand concepts and apply theories in the use and presentation of images and information;
- Demonstrate an understanding of professional ethical principles, and work ethically in pursuit of truth, accuracy, fairness and diversity;
- Think critically, creatively and independently; and
- Conduct research and evaluate information by methods appropriate to the communications professions in which they work.
HONOR CODE
Students are expected to conduct themselves within the guidelines of the University honor system( academic work should be done with the high levels of honesty and integrity that this university demands. You are expected to produce your own work in this class.If you have any questions about your responsibility or your instructor’s responsibility as a faculty member under the Honor Code, please see the course instructor or Senior Associate Dean Charlie Tuggle, or you may speak with a representative of the Student Attorney Office or the Office of the Dean of Students.
SEEKING HELP
If you need individual assistance, it is your responsibility to meet with the instructor. If you are serious about wanting to improve your performance in the course, the time to seek help is as soon as you are aware of the problem – whether the problem is difficulty with course material, a disability, or an illness.
DIVERSITY AND INCLUSION
The University’s policy on Prohibiting Harassment and Discrimination is outlined in the 2011-2012 Undergraduate Bulletin UNC is committed to providing an inclusive and welcoming environment for all members of our community and does not discriminate in offering access to its educational programs and activities on the basis of age, gender, race, color, national origin, religion, creed, disability, veteran’s status, sexual orientation, gender identity, or gender expression.
HARASSMENT
The University of North Carolina at Chapel Hill does not tolerate harassment based on gender, race, religion, sexual orientation, culture, disability, or any other reason. It is also a violation of the Honor Code, Title VII of the Civil Rights Act (1964), and Title IX of the Educational Amendments. If you need assistance with a harassment issue or problem, please bring it to my attention, the attention ofSenior Associate Dean Charlie Tuggle, and/or The Office of the Dean of Students r 919.966.4042.
GRADING SYSTEM
Your grade will be earned by successfully completing the requirements for both the advertising and public relations sections of the course. The final grade will be computed by adding both the advertising and PR grade percentages. A schedule of readings and assignments for the PR and advertising sections of the course follows in this syllabus and will be posted on Sakai.
Measurement Points and Percentages:
Class Participation and Attendance______100 points (10%)
Public Relations portion of the course______420 points (42%)
Public Relations “In the News” 60 points (6%)
First PR Exam 180 points (18%)
Second PR Exam 180 points (18%)
Advertising portion of the course ______420 points (42%)
Advertising and Promotion “In the News” 60 points (6%)
First Advertising Exam 180 points (18%)
Second Advertising Exam 180 points (18%)
Research Article Reports______60 points (6%)
OVERALL COMBINED GRADING SCALE
A = 100-95(1,000-950 points)
A- = 94.9-90 (949-900 points)
B+ = 89.9-87 (899-870 points)
B = 86.9-83(869-830 points)
B- = 82.9-80 (829-800 points)
C+ = 79.9-77 (799-770 points)
C = 76.9-73(769-730 points)
C- = 72.9-70 (729-700 points)
D = 69.9-63(699-630 points)
F = 62.9 or below (629-0 points)
GRADE CATEGORIES
CLASS PARTICIPATION/ATTENDANCE: 100
Arrive on time prepared to be actively engaged in discussions related to principles of public relations, advertising and promotion from the textbooks, additional readings and class lectures.Your thoughtful participation is imperative for creating a dynamic dialogue in class that will contribute to your success and that of your classmates.
Read assigned textbook sections/chapters in advance and be prepared to discuss them critically during class. Come to class with a one-page printout and be prepared to discuss your reflections, insights and questions relative to the textbook readings about effective public relations, advertising and promotion.
The participation portion of the grade will be assessed based on attendance, in-class engagement and commentary related to reports based on textbook readings and lectures, and discussion related to student-submitted reports about PR, advertising and promotion “in the news” (see below).Class attendance and participation are essential.Students are expected to volunteer often to raise issues and questions related to textbook readings and in-class discussions.
Everyone will have the option ofone absence with no penalty, excluding exam days unless prior arrangements have been made and approved in advance. The one absence can be excused or unexcused, although notice is greatly appreciated and class assignments (e.g., textbook reading comments and “in the news” reports) are still expected to be submitted on time.For every class missed beyond the first one, five (5) points will be deducted from the participation grade. Attendance will be monitored through sign-in sheets and the use of name placards during class.
RESEARCH STUDY: 60
Plan to write three summaries/critiques of academic research articles. Each will be worth up to 20 points. These should be printed and double-spaced, running up to two pages. Each review counts for one-third of the research study requirement. You may summarize any scholarly article focused on research relative to PR, advertising, promotion, and/or persuasive communications, which has beenpublished in the past two years in the following journals:Media Psychology, Journal of Advertising, Journal of Public Relations Research, Journalism & Mass Communication Quarterly, Public Relations Review, or Mass Communication and Society. Be sure to identify the author, date, article title and journal title as part of your summaries. Submit separately as completed or all together by July 24.
PUBLIC RELATIONS IN THE NEWS: 60; ADVERTISING AND PROMOTION IN THE NEWS: 60
Related to class textbook readings, students are expected to monitor and share PR, advertising and promotion focused news developments, trends, best practices, campaign approaches, issues, tactics, and events that are “in the news.” These should primarily come from various PR, advertising and marketing-related media outlets, online newsletters, blogs and discussion groups.
Relevant news sources include: PRSA Trends and Issues, PRSA SmartBrief, CommPRO Executive Briefing, Regan’s PR Daily, Everything-PR, The Holmes Report, Spin Sucks, Social Media Newsfeed, MediaPost, Warc, eMarketerand MarketingDaily. Other sources include PR Week, PR Newser, Ad Age, Adweek, The Public Relations Strategist, Public Relations Tactics, and The Edge: New Voices in Public Relations (the last three published by the PRSA). Occasionally, mainstream media, such as the Wall Street Journal, New York Times,Associated Press, Huffington Post, CNN and others, will have articles related to public relations, advertising and promotion.
For most class days, students will turn in at least a one-page, double-spaced report summarizing an article or post, offering key takeaways, and sharing the PR, advertising, promotion, marketing, or persuasive communication insights gleaned from the news articles or posts.
Please note that these “in the news” reports are due even if you are absent. Print them out double-spaced with a few brief paragraphs or use bullet points. On top of the page be sure to include your name, the class section, the class date, a headline for the article/post, the media or online source, and the date the article was published.
A key grading consideration is the inclusion of multiple (at least two) media sources about the topic covered – primarily from PR, advertising or marketing-focused sources.
Search for articles or posts related to current textbook readings and classroom discussions. During each class, students will be encouraged to stand and share a summary of the article or post, and offer their insights, engaging the class in a brief discussion.
The brief written reports should include:
- Your name, a headline, the cited news source(s), and the date(s) of publication
- A summary of the topic or development in the news
- Key takeaways cited in the article/post
- Insights and learnings
FIRST PUBLIC RELATIONS EXAM: 180
The first exam will be held halfway through the PR section of the class. It will stem from classroom discussions and Think PRtextbook readings for chapters 1-9. Expect the exam to cover definitions of public relations; differences between PR and journalism, advertising and marketing; the PR process; PR career opportunities and organizations; the growth of PR, research and campaign planning, PR goals, tactics and evaluation; public opinion and persuasion; and managing conflict and crisis communications.
SECONDPUBLIC RELATIONS EXAM: 180
The second exam will be heldat the end of the PR section of the class roughly at the midpoint of the summer semester. This test will stem from classroom discussions and Think PRtextbook readings for the parts of chapters 10-18 that have been covered by the end of the PR half of the class. Depending on how much we cover in class, expect the exam to address aspects of ethics and the law, employee communications, media relations, reaching diverse audiences, social media, events and promotions, global PR, investor relations, marketing communications, corporate social responsibility (CSR), entertainment and travel PR, sports communications, government affairs, politics, and nonprofit PR.
FIRST ADVERTISING EXAM: 180
The first ad exam will be held halfway through the advertising section of the class. It will stem from classroom discussions and Advertising and Promotiontextbook readings for chapters 1-5. Expect the exam to cover an introduction of advertising and promotion, advertising theory, brand positioning and IMC, ad agencies, strategy and creativity.
SECONDADVERTISING EXAM: 180
The second advertising exam will be held at the end of the ad section of the class and the summer semester. This test will stem from classroom discussions and Advertising and Promotiontextbook readings for the parts of chapters 6-10 that have been covered by the end of the class. Expect the exam to address aspects of promotional media in the digital age, non-advertising promotion, international advertising and advertising research.
Schedule for MEJO 137.001 Summer II, 2017 Semester
Week, Date, Topics, Readings and Assignments (Due by Date Listed)
Week 1
Monday, June 26
Introductions; Course Overview, Syllabus Review; What is Public Relations?
Readings and Assignments:In advance of the first class, read Think PRChapter 1: What is Public Relations? Review the PR half of the syllabus for MEJO 137.3 Principles of Advertising and Public Relations, available on Sakai. Submit a one-page, double-spaced paper sharing a bit about your academic focus, what your hope to learn from this class, thoughts about possible career aspirations, and a “fun fact” about yourself. Students will be asked to introduce themselves during class.
Tuesday, June 27
Today’s Public Relations Practice
Readings and Assignments:Read Chapters 2-4 of the textbook:“Careers in Public Relations,” “The Growth of a Profession,” and “Today’s Practice: Departments and Firms.” Come to class with a double-spaced printout with three sets of comments, questions and insights (at least one of each) that you are prepared to discuss related to the textbook readings – one set for each chapter.
Wednesday, June 28
Research and Campaign Planning
Readings and Assignments:Read Chapter 5 “Research and Campaign Planning.” Come to class with at least a one-page, double-spaced printout with a thoughtfully considered comment, question and insight you are prepared to discuss related to the textbook reading. Also, come to class with a 1-2 page, double-spaced(or bulleted) report summarizing an article or post you read “in the news” related to PR research or campaign planning. Be prepared to share your report with the class. Your report should summarize the main topic or issue, provide the media sources, highlight key takeawaysfrom the article/post, and include insights you’ve gleaned from reading the article(s).
Thursday, June 29
Communication and Measurement
Readings and Assignments: Read Chapter 6 “Communication and Measurement.” Come to class with a one page, double-spaced printout with a thoughtfully considered comment, question and insight you are prepared to discuss related to the textbook reading. Also, come to class with a 1-2 page, double-spaced(or bulleted) report summarizing an article or post you read “in the news” related to the effectiveness of PR/communications strategies, messaging and audience impact. Be prepared to share your report with the class. It should summarize the main topic or issue, provide the media sources, highlight key takeaways from the article/post, and include insights gleaned from reading the piece.