50267 Comn 341 01 Public Relations Case Problems
Spring 2004 M/W/F -- 12:30 – 1:20 p.m. Welles 26
Instructor:
Dr. Mary L. Mohan -- Department of Communication Blake B 115
Office Hours:
Tuesday - 10:30 - Noon
Wednesday - 2 - 3 p.m.
Friday - 9:30 - 10 a.m.
*and other times by scheduled appointment
If you need to reach me, please leave a message at:
Voice Mail - 245-5233 or E-Mail -
Text: Hendrix, J. A. (2004). 6E Public Relations Cases. Wadsworth/Thomson Learning.
Learning Outcomes:
You will learn to better analyze public relations and organizational communication problems.
You will interact with professional clients and serve as a PR consultant to prescribe appropriate communication strategies and creative tactics to deal with their organizational communication problems.
You will gain a higher degree of professionalism in presenting yourself as a future organizational consultant or PR practitioner by preparing a personal portfolio and networking with professionals in the field through a shadowing interview.
Course Assignments:
#1: Serving as Organizational Consultants to Clients
Grade Weighting = 30% Individual Contribution/ 25% Group Campaign
This semester, we will be working with George Gotcsik, Director of the Small Business Development Center at Geneseo to prepare PR plans and materials for two of his current Rochester clients. The first (short-term) project will involve redesigning a logo, brochure, and other overall “image” pieces for the President of a company that deals with OSHA regulations for the construction industry (see course outline for specific information).
The second and more long-term project client involves the promotion of a number of restaurants in the South Wedge neighborhood of Rochester. The South Wedge Development Association as a whole has been striving to upgrade the quality of life, as well as develop a more viable external image of this Monroe County neighborhood. One promising strategy seems to be the development of a “restaurant row” that would attract patrons from all over the Greater Rochester area. The project will be two-fold: devising an overall “image strategy” for the neighborhood itself, while promoting individual restaurants. As noted on the course outline, the class will have the opportunity to experience the neighborhood first-hand early in the semester, as we have been invited to participate in a “restaurant crawl” to sample the cuisine of each establishment. Since we are contracting as a class to assist these business clients, all groups are expected to achieve a very high degree of professionalism and quality of final project.
Comn 341 - 2
#2: Hendrix Text Reading: Analysis of Cases – In-Class Discussion & Responses
Grade Weighting = 15%
As background for our client plans and to learn more about the field of public relations practice, you will be assigned chapter readings from the Hendrix text (see course outline for specific dates). All class members are expected to have read the cases prior to class on the days designated on the course outline. You will be called upon to actively respond in an analysis of the cases in class discussion, provide an individual essay response, or participate in a creative small-group activity. You must be present in class that day in order to earn the response points allotted for that period. If you are not present, or are unprepared to participate, you simply forfeit the allotted points for that day.
#3: Interviewing and “Shadowing” a PR/Organizational Professional
Grade Weighting = 15%
Consider an organization or a position in which you would like to find yourself within the next 2-5 years. Using your own contacts and those of the instructor (PRSA, Career Services' Partners Program), you will contact an individual that seems to typify your own career aspirations. The goal of the assignment is to make a professional contact, set up an appointment for an informational interview, spend some time at the organization if possible, and deliver a briefing for the class on your experience. A detailed outline or short paper describing your experience, and any samples of organizational materials will also be due on the dates indicated on the course outline.
#4 Preparing a Resume and Portfolio
Grade Weighting = 15%
After analyzing your own qualifications and studying samples of resumes, you will redesign your current resume to more accurately reflect requirements of the public relations profession. You will also prepare a portfolio to showcase your best work completed in internships or class projects. Depending on your career goals, this assignment may be tailored to your individual needs. For instance, your “portfolio” of work samples may be included as a part of a redesigned personal website, or portions of your work may be electronic media pieces on video-audio cassettes/CD-Rom formats.
Course Outline:*Note: Schedule may be revised to meet student/client needs
January
M12Introduction to Course Assignments/General Discussion
W14Hendrix: 1,2 - Perspectives on Public Relations Concept Review:
F16Hendrix: 11, 12 - Integrated Marketing Communications/Crisis PR
M19NO CLASS – Martin Luther King Jr. Holiday
W21Hendrix: 3 – Media Relations
F23Client Fact-Finding Sessions begin:
- Ms. Frances Youney, President of Concepts, Inc. - E-Mail:
- George Gotcsik, Director of the Small Business Development Center at
John Wiley Jones School of Business – SUNY Geneseo, South 111
585-245-5429 – E-Mail:
Comn 341 - 3
January cont…
M26Class Discussion of Client Fact-Finding Session
W28Finalize teams for Concepts, Inc. Design Project
F30Team Work Session/Conferences for Concepts, Inc. Project
February
M2Team Draft/Plans for Concepts, Inc. Project DUE
Shadow Contact Leads DUE
*W4Restaurant “Crawl” Field trip to South Wedge in Rochester
*trip will take the place of Wednesday and Friday classes this week
F6No Class
M9Class Discussion of South Wedge Client Project
W11Finalize teams for South Wedge Client Project
F13Team Work Session for Concepts, Inc. Project
M16Hendrix: 4 – Internal Communications
W18Team Work Session/Conferences for Concepts, Inc. Project
F20Presentation of Concepts, Inc. Design Projects
M23Hendrix: 5 – Community Relations
Note: Prior to Spring Break, Teams will complete any needed revisions for Concepts Client Project
W25Discussion of South Wedge Project as Community Relations
F27Team Work Session/Conferences for South Wedge Project
March
M1Hendrix: 6 – Public Affairs/Government Relations
W3Hendrix: 7 – Investor/Financial Relations
F5Team Work Session/Conferences for South Wedge Project
Spring Break Week
M15Hendrix: 8 – Consumer Relations
W17Discussion of South Wedge Project as Consumer Relations
F19Team Work Session/Conferences for South Wedge Project – Status Reports DUE
M22Hendrix: 9 – International Public Relations
W24Hendrix: 10 – Special Publics
F26Resume/Portfolio Workshop
M29“ “ “ “ “ “ “ “ “
W31Team Work Session/Conferences for South Wedge Project
April
F2South Wedge Project – Team Status Reports DUE
M5Shadow Reports DUE
W7“ “ “ “ “
F 9 through F 15Conferences/Team Work on South Wedge Client Projects
M 19 through F 23South Wedge Client Project Presentations
M26Debriefing/Client projects
Final Exam Period: Wednesday, May 5 - Noon – 3 p.m.
Note: Individual Conferences scheduled for critique of your Resume/Portfolio