School of Media and Journalism

University of North Carolina at Chapel Hill

CASE STUDIES IN PUBLIC RELATIONSSpring 2018

Monday and Wednesday

MEJO 531.002: 11 a.m. - 12:15 p.m.

MEJO 531.003: 2 p.m. - 3:15 p.m.

Location: Carroll Hall, Room #283____________________________________________________________________________________

Instructor: Richard G. (Rick) Clancy III, APREmail: rickc@email.unc.eduOffice Phone: 919.389.0025, Mobile: 858.837.0784Office Hours: Tuesdays and Thursdays 1-3:30 p.m. or by appointmentOffice Location: #372 – Third Floor, Carroll Hall

PREREQUISITE: Successful completion of MEJO 137: “Principles of Advertising and PR”

COURSE OVERVIEWThis course will advance your knowledge and confidence about the practice of public relations to a level that will be beneficial as you begin your career as a PR professional or work in another field alongside PR practitioners. With its research and critical thinking components, the course will also be helpful for those who decide to pursue graduate studies and/or deeper research into effective public relations.

You will learn how think strategically and analyze real-world cases from a professional public relations perspective, while gaining a deeper understanding about such PR disciplines as crisis communications, media relations (social and mainstream), multicultural relations, consumer relations and marketing PR, investor relations, corporate social responsibility, government relations, and employee communications.

There is no substitute for serving in an actual public relations role. That said, this class, Case Studies in Public Relations, will help you assess various areas of possible PR concentration and prepare you for eventual PR challenges and opportunities. Throughout the semester, you will review, discuss, engage with, and evaluate PR research approaches, strategies, tactics and outcomes (both successful and not so) from different sectors, including business, sports, leisure, entertainment, travel, tourism, consumer marketing, trade associations, the media, government/politics and nonprofits.

This class that will allow you to play “Monday Morning Quarterback,” critiquing various aspects of how professionals in the field managed actual PR cases. By examining the art and the science of public relations from a management perspective – as broken down in real-world case studies – we will discuss key factors impacting how PR is practiced in a variety of organizations by both internal practitioners and external agency consultants.

The course will include numerous opportunities for class participation and learning from reflections of fellow classmates. There will also be opportunities to speak in class and lead class discussions, including both formal and informal presentations. This will be helpful in gaining presentation experience and public speaking confidence in the pursuit of future internships and career opportunities.

Note: The syllabus is subject to change and updates. 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 is not permitted during the class exam, when we have guest speakers, nor during the midterm team and final case presentations. Mobile phones are to be turned off during class.

COURSE OBJECTIVES

By the end of the semester – through numerous PR case studies from the textbook and “in the news,” creative PR ideas submitted to the Ketchum Mindfire Challenge program, and two major case analyses (one researched as a team, another final one done independently) – you will be equipped to:

Fully understand the public relations process; Critique different approaches to PR research, strategy, execution and evaluation; Consider public relations theories, communication models and ethical concerns that are relevant

to various case studies and PR practitioners at the center of them; Work productively in teams and understand the nature of project management from the team-

based midterm case analyses and presentations; Present to groups with greater confidence and effectiveness following two formal class

presentations and several informal speaking opportunities; Write better with a focus on AP Style in class reports and assignments; Conduct research literature reviews stemming from the midterm and final case analyses; Apply case study learnings to real-world PR practice, research and advanced study; and Address various PR challenges and opportunities that may arise in your post-graduation careers.

REQUIRED TEXTBOOK

There is one required textbook. Cases in Public Relations Management-The Rise of Social Media and Activism, 2nd Edition, 2014 –Patricia Swann (ISBN: 978-0-415-51770-6 hbk, ISBN: 978-0-415-51771-3 pbk, ISBN: 978-0-203-52339-1 ebk)

SUGGESTED READINGS, THE AP STYLEBOOK, A SPEAKING APP, AND OTHER MATERIALS

Expect to scan the media regularly for “PR Cases in the News.” Readings should include begin with public relations-focused news outlets, such as PR Week, Ragan’s Public Relations Daily, PRSA Issues and Trends, PR News, Bulldog Reporter ‘Daily Dog,’ PRSA SmartBrief, PR Tactics, Public Relations Strategist, PRNewser, CommPRO Executive Briefing, Everything-PR, and the Holmes Report.

Secondary sources to consider include social media, advertising and marketing news outlets. Among them are Social Media and Marketing Daily, Social Media Today, Social Media Examiner, Ad Age, Adweek, The Drum, Digiday, Marketing Profs, the Content Marketing Institute, MediaPost, HubSpot’s Marketing Blog, the Hootsuite Blog, the Buffer Blog, and Marketing Politics Daily.

Supplement with mainstream and miscellaneous online news outlets, including The Wall Street Journal, the Associated Press, USA Today, The New York Times, The Huffington Post, Buzz Feed, Forbes, CNN, Inc. and others.

Additional readings will be posted on Sakai, made available through the Park Library, or are accessible on the web. One good example is the PRSA Silver Anvil Award site at https://www.prsa.org/Awards/SilverAnvil/SilverAnvilEnter/Documents/SA16.pdf

The Associated Press 2016 Stylebook (ISBN 978-0-917360-61-9), the online edition or any recent edition will be helpful, especially for the midterm and final case reports.

The Park Library News, Information and Academic Research Portal for “Cases in Public Relations” http://guides.lib.unc.edu/mejo531

The LikeSo speaking and personal presentation smartphone app available for 99 cents at https://sayitlikeso.com/ will be helpful in preparing to make presentations.

GRADING AND ASSIGNMENTS

CLASS PARTICIPATION AND ATTENDANCE: 100

This class may be unlike any you have taken thus far. It is meant to be a discussion-based course. Arrive on time prepared to be actively engaged in PR case discussion. Your thoughtful participation is imperative for creating a dynamic dialogue in class that will contribute to your success and the success of your classmates – in this class and beyond.

Read assigned textbook cases in advance and be prepared to discuss them critically during class. For every case, unless otherwise stated, come to class with a two-page, double-spaced printout with your reflections, including key takeaways, your insights, criticisms, and any questions. Throughout the semester, students will be expected to volunteer to lead class case discussions from the textbook.

The participation portion of the grade will be assessed based on how often students volunteer to lead the case discussions, as well as attendance, in-class case comments and questions, interaction with guest speakers, discussion about PR cases in the news (see below), office hour meetings, and engagement during midterm and final presentations.

Class attendance is essential. Beyond being present, it will be difficult to get an “A” in this course without active participation in case discussions combined with related readings on your part.

Students are expected to volunteer to lead textbook case discussions; analyze PR research, stakeholders, strategies, messages, tactics, outcomes and evaluation; raise questions about PR cases and other topics discussed in class; address ethical issues; offer perspective on relevant PR theories and models; and share organizational reviews as those opportunities present themselves.

Everyone will have the option of two absences, excused or unexcused, with no penalty – except for multiple days during midterm or final case study presentations. If possible, notice is appreciated and class assignments should be submitted on time.

The participation grade will be split in two with the first half worth up to 40 points and the second half worth up to 60 points. The second half grade will additionally reflect student engagement during the midterm and final presentations, plus any deductions due to excess absences.

For every class missed after the first two, 10 points will be subtracted from the second half participation grade. Ten points will also be deducted for missing two final or two midterm case presentation class days regardless of total semester absences. A daily sign-in sheet will be used for attendance at the start class. It will also be used to track class participation and volunteering. Plus, there will be name cards at your seats to facilitate class discussion, especially with guest speakers.

PR CASES IN THE NEWS: 100

Students are expected to monitor and report on current news events (no more than a month old) tied to PR-focused challenges or opportunities faced by different organizations and personalities. These reports should come primarily from public relations news media sources (see Suggested Readings section above), including online or offline news outlets and journals. Other media sources can be used to supplement the reports, such as marketing, social media and advertising media, as well as mainstream newspapers, websites, blogs, TV/radio news reports, newsletters and magazines.

On dates specified in the syllabus, students will turn in two-page, double-spaced reviews of PR cases in the news related to textbook topics being discussed that day. When assigned, please note that a “PR Case in the News” report is due even if you are absent. Print it out on one or two sides, double-spaced using brief paragraphs, including bullet points if you choose. A few cases will be selected for class discussion that day and sometimes the next class day. At the start of class, students will be asked to share their chosen cases from the printed reports, engaging classmates in brief discussion.

The reports should include:

Name, date, a subject headline, the cited news sources (aim for at least two), and issue dates; A brief introduction of the PR case in the news; The central organization’s (or person’s) name, mission, and general purpose; Key players/actors at the center of the case, who may be trying to manage the situation

(different from stakeholders and publics affected by it); The main PR issues, concerns, challenges or opportunities; Key external or internal publics, stakeholders or target audiences involved;

Any research, investigation, testing, or analysis done by the organization involved; Specific PR strategies planned or tactics implemented (to the extent known); PR-related results, media coverage or other significant outcomes yet; Any evaluation by the organization/person involved from a PR perspective; and Your thoughts, reactions and suggestions – all from a public relation point of view.

When sharing a case in the news, please present the key points for about five minutes. Depending on interest, the class may then engage in brief discussion for another few minutes. Though informal, please be prepared with your summary of the facts, your analysis of the case, and thought-starters as noted above to stimulate class discussion. Class members are expected to engage in the conversation with comments and questions. Cases should stem from recent or ongoing news reports – no more than a month old.

On occasion, cases in the news will be augmented with or substituted by other assignments, such as organization overviews, PR theory/model analyses, PRSA Silver Anvil reviews, and questions/assignments specific to certain cases or guest speakers.

The cases in the news grade will be split midway through the semester with both halves worth up to 50 points each. Grading considerations will include relevance to PR overall and the specific topic requested, timeliness, the bullet points listed above, number of media sources, key takeaways, personal insights, your recommendations and learnings.

FIRST HALF COURSE EXAM: 200

There will be one test during the first half of the semester. It will cover classroom discussions and assigned textbook readings related to the theoretical, ethical, legal, strategic, process and tactical considerations that go into developing public relations programs and assessing PR cases. In preparing for the test, pay close attention to Chapter 1 in the textbook, the appendices, and introductions to chapters covered in class up to the exam date.

Expect the test to address the public relations process (e.g., RACE and ROPE), various PR definitions, theories and communication models. The exam may also cover key aspects of media relations, crisis communications, investor relations, social media strategies, corporate social responsibility (CSR), customer relations, and other areas addressed at least briefly by this point in the semester.

The aim of this test is not to examine specific cases. Rather, it is to ensure you are well-grounded in the fundamentals of PR so going forward you can report on and analyze how various PR cases studied were handled. The exam will consist of multiple-choice, true/false, and short-answer questions. Laptops and mobile phones are to be turned off and stored away during the exam.

TEAM CASE STUDY WRITTEN REPORT AND PRESENTATION: 200

The class will be broken out into small teams to work together on a midterm case presentation and analysis project. The case will be of each team’s choosing. It must have occurred since the year 2000. It cannot be from the textbook.

Ideally, the case should encompass most if not all of PR process elements of research, planning, execution and evaluation. The PRSA Silver Anvil awards are a good resource for such cases. Before confirming, teams will submit their case preferences to avoid duplication.

The teams will work together on a 10-11 page, double-spaced report (not including citations listed separately APA style at the end) and PowerPoint or Prezi presentation. Team members should have clearly defined roles. Examples include: project manager, note-taker, section writers, overall report editor, presentation developer and rehearsal leader, among others. Team members should also have specific areas of case study focus, including:

The summation or introduction of the case at hand; An organization overview and SWOT analysis of the organization or person at the center of the

case – but not of the case itself; The key players dealing with the case (e.g. the PR manager, the CEO, etc.); Any research or investigation by the organization to confirm objectives or inform its PR strategy; The internal and external publics, stakeholders or target audiences; Overarching PR goals/aims, measurable objectives, the strategic approach and action plan; Specific PR activities/tactics, communication elements, and program execution; Mainstream and social media coverage (both strategically intended and organically produced

due to the course of events); Other key outcomes and results; A timeline of major milestones in the case; The key players’ evaluation of the organization’s PR results relative to initial goals and

objectives; Comparisons to other relevant cases; and Team learnings and recommendations.

The written case reports should be double-spaced and typed in 12-point font, preferably using Arial, Calibri, Cambria or Times Roman. Team reports must be turned in as hard copy documents during class on the day they are due.

The team case study project will be graded in three parts:

1. 125 Points: For the written case brief, including a summary of the situation and facts at hand, the team’s analysis of the PR process involved, and the paper’s overall professionalism (e.g., AP style for the text, APA style for citations, spelling, grammar, editing, etc.);

2. 50 Points: For the presentation structure, format and impact, including how well the team broke down the case, shared insights/learnings and engaged the class in discussion; and

3. 25 Points: For the added value of teamwork plus the contributions of individual team members noted in peer reviews. (Individual contributions to the team and the project should be acknowledged in introductions to the written reports and in the presentations.) Peer reviews will be considered in two parts – an individual review written by another team member and class comments provided on a form used during the presentations.

To the extent possible, the team written reports and PowerPoint presentations should include:

Pertinent facts related to the case;

Background information about the organization and individual players at the center of it; Information about the organization’s values, culture, vision and mission; A brief description of the situation, along with the PR opportunity or challenge; Identification of key publics, stakeholders or audiences impacted and how they were addressed; Research or investigation done by the organization to help inform or test its PR strategy; A timeline of major events and milestones; Overarching PR goals/aims, measurable objectives, the strategic approach, big creative idea (if

any), action plan, and desired outcomes; Media coverage – both strategically planned and unintended due to unfolding events; Evaluation of PR outcomes and effects by the organization/key players involved; Related case comparisons; and Team learnings and recommendations.

Peer reviews will be conducted in two phases during the project. The first phase will consist of a team member addressing another teammate’s areas of capability, greatest contribution, suggestions for improvement, professionalism, and how feedback was received. The second phase will involve the entire class providing feedback to team presentations through a questionnaire.

Each team’s goal with the PowerPoint presentation should be to make it as compelling and engaging as possible to stimulate class interest and discussion. Save in-depth textual analysis for the written report. Create PowerPoint or Prezi slides with a minimum number of words in large fonts. Don’t read word for word from the slides. Suggest preparing by using the LikeSo personal speech coach app available on Apple iPhones and iPads at https://sayitlikeso.com/. Use images and consider brief videos or providing them to the class in advance.

At the start of the presentation, introduce each team member’s area of contribution. Also provide a printout of the presentation with one slide printed per page. As a courtesy to your classmates, laptops and mobile phones are to be turned off by those not presenting.

In your team’s analysis of the case, examine what the organization (or key players) did both strategically and tactically, and whether those strategies and tactics are examples of effective public relations. Take special note of any research or investigation that was done by the organization to help shape its PR strategy, along with the value of the research given the situation the organization faced.

Cover whether the organization had clear aims and measurable objectives, and whether it accurately identified its key publics both internal and external. What messages were conveyed? Did the organization evaluate its efforts? Any surprising strategies, tactics or outcomes?

Provide your assessment! Compare the case with others you investigated or we discussed in class. Did the chosen case reflect any of the communication models or PR theories studied? What would you do differently if faced with a similar situation in the future? Offer recommendations regarding effective research and evaluation methods that were or could have been utilized. How well were key messages delivered and to whom? Address how well key publics and stakeholders were understood/listened to, any two-way communications, and whether publics were communicated with in an effective manner. Your team’s case assessment should be based on what you have learned about PR theories, models, ethics, processes (e.g., ROPE or RACE), strategies, tactics and evaluation.

Write the report and present the case assessment from your team’s collective point of view. Should there be different viewpoints among individual team members, please note them with your respective rationales.

KETCHUM PR “MINDFIRE” CHALLENGES: 50

Over the course of the semester you are expected to participate in five Ketchum Public Relations Mindfire Challenges – each worth 10 points (not including surveys or short answer questions). This is an opportunity to submit creative PR ideas, strategies and recommendations to a global PR firm in support of its actual clients.

Challenges will come directly from Ketchum to your email address, which will be provided to the PR firm early in the semester. Then you select the challenges to which you want to respond by posting your ideas directly on the Mindfire crowdsourcing website. Start early! The exact number of available challenges will not be known at the beginning of the semester.

Note: Ketchum awards prize money to the top entries and announces special recognition awards. There may be additional opportunities for internships with the firm. Plus, you can highlight program participation on your resume.

Verify participation by providing hard copies of your submitted responses to five online Mindfire Challenge posts. Then plan on making informal class presentations about one or two of your submissions depending on available class time. In your informal presentations address who were the clients and what was the background behind the challenges. What excited you about them? What were your ideas and recommendations? Why would they help meet the clients’ goals? Additionally, how did the Mindfire experience influence your interest in public relations?

FINAL INDIVIDUAL CASE STUDY WRITTEN REPORT AND PRESENTATION: 350

The final individual case study report and presentation is intended to be the capstone of the course. Select a PR case to analyze dating no further back than the year 2000. It cannot be from the textbook and must be different from any case studies previously presented during the class. Before finalizing the selections, you will be asked to provide your top two or three final case preferences to avoid duplication with your classmates. Since this is a public relations class, the case should not center around advertising or TV commercials.

Combined, the extensive written report and formal presentation are an alternative to a final examination for this course. The written portion is expected to be longer in length than the midterm report in anticipation of a more critical examination of the case, greater depth of analysis, a more detailed timeline, an in-depth review of all elements of the PR process, a detailed assessment of both mainstream and social media coverage, and a thoughtful look at expectations going forward.

Final Written Report: 300

Proportionately, the approximate 15-page report should include an:

Issue Introduction, Organizational Review, SWOT Analysis (15%)

1. Briefly introduce the problem, opportunity, challenge or issue an organization (for-profit or nonprofit) or person faced that required significant PR and communications support;

2. Provide an organization overview with background about the organization, including its goals, vision, mission, values, culture, financial standing, products/services, and history;

3. Create a SWOT analysis of the organization’s internal strengths and weaknesses, and external opportunities and threats – particularly points that are relevant to the case at hand, but not a SWOT of the case itself;

Timeline, Issue Breakdown (15%)

4. Break down the issue, challenge or opportunity from a PR perspective; report on the key players within the organization who were at the center of the case, as well as the stakeholders, publics and/or target audiences (terms used interchangeable) who were impacted – whether inside or outside the organization;

5. Develop a case timeline, including major milestones, events, and communication/PR initiatives;

Organizational PR Process (ROPE/RACE), Strategies, Messages (30%)

6. Examine how all aspects of the PR process came into play, ideally using the ROPE or RACE framework or the Coombs conflict management matrix to analyze the case;

7. Address organizational or third-party research (primary or secondary), investigation, pre-testing, PR planning, key aims/goals, measurable objectives, creative ideas, overarching strategies, tactics, communication elements, outcomes/results and how the organization evaluated them;

8. Note the strategic messages, including any variances for specific publics;

Media Analysis, Communications Impact, Stakeholder Response (25%)

9. Detail and assess relevant media coverage from both mainstream and social media – particularly what was intended and achieved from a strategic PR point of view, as well to a lesser extend of the unintended coverage coincidental to the events at hand;

10. Report on the impact of various communication strategies and tactics;11. Address how stakeholder understanding, attitudes and/or behaviors evolved over the course of

the situation;

Future Expectations, Case Analysis, Critique, Recommendations (15%)

12. Compare this case to other similar or relevant ones you have studied;13. Offer your assessment from a PR perspective of how the case was handled;14. Share your expectations about how any ongoing situations may play out, or if something similar

was to come up again how do you believe it would or should be handled; and15. Comment on what you, as a strategic public relations professional, would do or advise the

leadership of the organization or person at the center of the case.

A printout of the final written case study report is due during the class prior to the first presentations – not by email. As noted above, the written report should be about 15 pages, not including a table of contents, citations, media articles, graphics or tables. It should be double-spaced in 12-point font, preferably Calibri, Arial, Cambria or Times Roman.

Key considerations for the paper include:

The thoroughness of your description of the PR challenge, threat or opportunity; A solid review of the organization or person at the center of the case; Discussion about any ethical or legal considerations; How well you address the organization’s or person’s response to the challenge or opportunity; How detailed is your account of the media impact (mainstream and social); A description of how key publics/stakeholders/target audiences responded; How effectively you analyze the organization’s research efforts, its PR strategies, its tactics, and

its efforts to evaluate the impact of its PR actions relative to its objectives; The integration of class terminology, PR theories and communication models as appropriate; Comparisons to other relevant cases (from the textbook, “cases in the news,” others you

research, or from the midterm presentations); The quality of your insights and depth of your recommendations for the organization’s

leadership based on your assessment of the case and what you’ve learned about effective PR; Good grammar, spelling, proper AP style usage for the text; and The soundness and variety of citations in APA style listed at the end of the report.

Final Presentation: 50

Together, the final case study report and class presentation comprises your final exam project for this course. Several presentations will be made during the scheduled three-hour, final exam day. Additional final presentations, to accommodate the entire class, will be scheduled before then during the last two regular class sessions.

Student presentation dates and times will be assigned at random. Plan on a brief PowerPoint presentation followed by a few minutes for class questions and comments. Please remember to provide a printout of your presentation deck with each slide printed legibly on a single sheet of paper.

Given time limitations, at a minimum, your final presentation should encompass:

A brief description of the public relations challenge or opportunity; Background about the organization and key players central to the case at hand; Research, investigation or program-testing that helped inform (or should have informed) the PR

goals/aims, objectives and strategies; Important internal and external stakeholders The organization’s PR plan, objectives, strategy and tactics to address the issue or opportunity; A timeline with the milestones of the case; An assessment of media coverage and key public/stakeholder responses at various stages; The organization’s evaluation (not yours) of its PR efforts relative to the key objectives; Your assessment of the outcomes and how the case was handled;

Your analysis of the organization’s PR strategy and tactics; Future expectations (if any) related to the case; and Recommendations based on what you have learned about effective public relations.

The class is expected to engage in a brief discussion with a couple of questions or comments following each presentation, which will be factored into the class participation portion of everyone’s course grade. How the presenter addresses questions/comments from the class will be considered in the presentation portion of each student’s final project grade.

During the final presentations, laptops and mobile phones are to be turned off and stored away by members of the class who are not presenting.

*OVERALL GRADING (May be affected by the extra credit opportunity explained below.)

Class Participation and Attendance: 100 points, 10%PR Case in the News Reports: 100 points, 10%PR Exam: 200 points, 20%Team Midterm Report, Presentation, Peer Review 200 points, 20%Ketchum Mindfire Challenges 50 points, 5%Final Case Study Report and Presentation 350 points, 35%

1,000 points, 100%GRADING SCALE A = 100-95A- = 94.9-90B+ = 89.9-87B = 86.9-83B- = 82.9-80C+ = 79.9-77C = 76.9-73C- = 72.9-70D+ = 69.9-67D = 66.9-63F = 62.9 or below

* EXTRA CREDIT OPPORTUNITIES

Extra credit can be earned one of two ways. This can be accomplished by either shadowing a public relations professional for half a day at his or her place of work or by interviewing two PR practitioners who work for different organizations. Both opportunities involve learning from real-world practitioners outside the classroom and engaging with working (not retired) PR professionals who are new to you.

This is an opportunity to raise your overall grade in the class by one level (e.g., from an A- to an A, from a B+ to an A-, from a B to a B+, etc.). Members of the class may choose from the two options below:

1. Shadow a PR professional you do not know at his or her workplace for half a day. This person must be an active public relations practitioner. He or she cannot be someone who works at UNC-Chapel Hill (or affiliated organizations), nor be associated with an organization where you have previously or currently work/intern.

Write a five-page, double-spaced report about your experience and submit it with a confirmation note or email from the professional shadowed. Then plan to make an informal presentation about your experience with the class.

In your report and presentation, please address what the PR professional’s day encompassed, along with what you found most and least interesting. What surprised you? How did the professional’s work relate to what you learned in class? How did the experience influence your interest in pursuing a PR career?

2. Conduct in-person or telephone interviews (not by email/text) with two active (not retired) PR professionals working for different organizations who you do not know, focusing on their most important or challenging cases. They cannot be currently working at UNC-Chapel Hill (or affiliated organizations), nor can they be people with whom you have worked or interned.

Provide a five-page, double-spaced report reflecting on the two interviews and detailing the cases the PR professionals shared, along with a confirmation notes from both of them. In the written report, describe the professionals’ PR cases. Include your assessment of how they were handled, and make PR recommendations based on class learnings and readings. Then plan to share your insights with the class during an informal presentation.

PROFESSIONALISM AND ASSIGNMENT EXPECTATIONS

Students are expected to be professional in all activities and interactions associated with this class. This includes treating any guest speakers with the utmost respect and providing them with your full attention, as well as conducting yourself in a professional manner both during and outside of class.

In addition, all written assignments should be typed, proofread and grammatically correct. Good writing is critical to success in public relations. Punctuation and grammatical errors will affect your grade. AP style is preferred, as it is used by many PR practitioners and journalists as their de facto style guide.

Keep copies of submitted assignments, especially your team midterm report, midterm presentation deck, your final individual case analysis, and your final presentation. Specific instructions for each assignment will be reiterated in class and are included in this syllabus posted on Sakai. Following these instructions as precisely as possible will benefit the quality of your work and your ultimate grade.

If at any time you have questions or concerns, please see me during office hours or make an appointment. My goal with the class is for all students to succeed and grow through new learnings, experiences, active participation and accomplishments that can be applied as you seek additional internship opportunities, embark on careers, conduct further research, or pursue graduate study.

SPECIAL ACCOMMODATIONS

Should you require special accommodations to attend, participate in, 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 (AR&S) for more information at accessibility@unc.edu or by calling 919-962-8300.

THE ACEJMC

The Accrediting Council on Education in Journalism and Mass Communications (ACEJMC) http://www2.ku.edu/~acejmc/PROGRAM/PRINCIPLES.SHTML#vals&comps requires that all graduates should be aware of certain core values and competencies. This course will help students:

Think critically, creatively and independently; Conduct research and evaluate information; Write correctly and clearly; Understand communications concepts, theories and models, as applied in presentations and

reports; Correctly evaluate their own work and that of others for accuracy and fairness, clarity,

appropriate style and grammatical correctness; and Demonstrate an understanding of professional ethical principles.

HONOR CODE

Students are expected to conduct themselves within the guidelines of the University honor system (http://honor.unc.edu). All 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 instructor or Senior Associate Dean Charlie Tuggle. You may also 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 class, the time to seek help is as soon as you are aware of a problem – whether it is difficulty with course material, a disability, or an illness.

DIVERSITY AND INCLUSIONThe University’s policy on Prohibiting Harassment and Discrimination is outlined in the 2011-2012 Undergraduate Bulletin http://www.unc.edu/ugradbulletin/. 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 based on 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, please bring it to my attention, the attention of Senior Associate Dean Charlie Tuggle, and/or to The Office of the Dean of Students at dos@unc.edu or 919.966.4042.

MEJO 531.002 and 531.003 Spring 2018 WEEKLY SCHEDULE

Week, Date, Topics, Readings and Assignments (Due by Date Listed)

Week 1

Wednesday, Jan. 10

Introductions; Course Overview/Syllabus; Grading; Expectations; Extra Credit Opportunities

Readings and Assignments: In advance of the first class, review the course syllabus for MEJO 531.002 and MEJO 531.003 “Case Studies in Public Relations” on Sakai. Prepare a one-page summary addressing what you hope to learn from the class, any relevant PR work or internship experiences you’ve had, your career aspirations, and a “fun fact” about yourself that you are willing to share.

Week 2

Monday, Jan. 15 : No Class: Dr. Martin Luther King, Jr. Day

Wednesday, Jan. 17

Public Relations Review; PR Definitions; Case Study Guidelines and Preparation

Readings and Assignments: Read Chapter 1 of the textbook: Introduction to Public Relations; as well as Appendix A: Guidelines for Case Study and Appendix B: Case Preparation. Research definitions of public relations from the textbook and beyond, including the current PRSA definition and others from additional sources. Submit a double-spaced printout of the PR definition that seems best to you, along with reflections about why you believe this to be the case. Be prepared to discuss in class. Five volunteers will be sought to address topics below in the next class focusing on ethical considerations.

Week 3

Monday, Jan. 22

Guest Speaker: Jeff Joseph, SVP of communications, Consumer Technology Association (CTA), expert technology PR, trade association communications, major events (e.g., CES), and public affairs

Readings and Assignments: Conduct secondary research to learn more about Jeff Joseph’s career. Come to class with at least two questions printed out that you would like to ask him.

In addition, prepare a two-page organization review of the CTA, summarizing its mission, values, history, organizational structure, leadership, nature of its membership, areas of activity, major events it sponsors, and other pertinent background information.

Wednesday, Jan. 24

Ethical PR Cases in the News; Ethics and Legal Considerations; PRSA Code of Ethics

Readings and Assignments: Scan media and submit a PR Case in the News report tied to ethical issues. Read Chapter 2: Ethics and the Law Introduction. Review Appendix G: PRSA Code of Ethics. Two students will lead discussion around the PRSA Core Values – one focusing on Advocacy, Honesty and Expertise; the other on Independence, Loyalty and Fairness. Three students will each address two of the PRSA Core Principles, including Free Flow of Information and Enhancing the Profession, Disclosure of Information and Safeguarding Confidences, Competition and Conflicts of Interest. Submit a two-page written report reflecting on two Core Values and two Core Principles of your choice. Five volunteers will be sought to lead discussion on textbook scenarios below related to ethical PR practice.

Week 4

Monday, Jan. 29

Ethical or Legal PR Cases in the News; Ethics and Legal Considerations (continued); Ways Organizations Communicate; Effective Communications

Readings and Assignments: Scan the media and submit a PR Case in the News related to another ethical or legal-focused PR development. Review Chapter 2, Case 1: What Would You Do? – (a) Interns Posting False Reviews; (b) Paying for Positive Online News Stories; (c) Threatening Tweet, (d) Food for Thought; and (e) Getting Hammered. Student volunteers will lead discussion around each of these five mini cases. Submit a double-spaced, written comment and PR insight related to each case. In addition, read textbook Appendix D: Ways Organizations Communicate; and Appendix E: Effective Communications. Three volunteers will be sought to lead discussion on textbook cases below related to PR ethics.

Wednesday, Jan. 31

Ethical or Legal PR Cases in the News (continued); Ethics and Legal Considerations (continued); Organizational Responses

Readings and Assignments: Study textbook Appendix F, Organizational Responses. Read Chapter 2, Case 2: City Utility or Cash Cow, and Case 3: “In Washington, I’m Karen Ryan Reporting.” Prepare reflection reports on both cases. Two students will share in the discussion about Case 2 with one focusing on the Los Angeles Power and Water Authority and the other focusing on its PR agency Fleischman Hillard. Another student will lead the discussion about the Karen Ryan video news release case. Three more volunteers will be sought to address the cases on media relations in the next class.

Week 5

Monday, Feb. 5

Media Relations Cases in the News; Media Relations

Readings and Assignments: Scan the media and submit a PR Case in the News related to media relations. Read Chapter 4: Media Relations Introduction, along with Case 7: Pouring on the Pounds; and Case 10: Two Employees with a Video Camera. Student volunteers will lead discussion around each of these cases, including two students for Case 7 with one focusing on the New York mayor and the other on the beverage industry.

Prepare written reflections with comments and PR insights related to each case. Two volunteers will be sought to lead discussions regarding media relations cases during the class after the next one.

Wednesday, Feb. 7

Media Relations Cases in the News (continued); Media Relations (continued); PR Theories and Models

Readings and Assignments: Read Case 9: Only in Texas and Case 8: Face Transplant Surgery Balances Privacy, Ethics and Publicity. Student volunteers will lead discussion around each of these cases. Submit a reflection report with comments and insights related to each case. Two volunteers will be sought to lead discussion as noted below on the CSR case from the textbook involving the Humane Society and the U.S. pork industry. Also, expect to engage in discussion around PR theories and communication models.

Week 6

Monday, Feb. 12

CSR Cases in the News; Corporate Social Responsibility (CSR); PR Theories and Models; Midterm Project Teams; Exam Prep

Scan the media and submit a PR Case in the News related to some aspect of CSR. Read textbook Appendix C: PR Theories and Models. Write at least two paragraphs each about the PR theory and the communication model that aligns with your view of good PR. These will be addressed in class.

Review textbook Chapter 3: Introduction to Corporate Social Responsibility; and Case 4: Food for Thought. Two student volunteers will lead discussion around the case – one addressing the case from the U.S. Humane Society perspective, and the other focusing on the PR strategy of the U.S. pork industry. Submit a reflection report with comments and insights related to the case.

Midterm teams will be assigned. Review exam expectations. For the class after the exam, two volunteers will be sought to lead discussion focusing on each company in the Apple/Foxconn case. Another volunteer will address the South African Wines case.

Wednesday, Feb. 14

First Half Course Exam (200 Points)

Readings and Assignments: Thoroughly review textbook Chapter 1. Study the introductory sections for Chapters 2, 3 and 4, plus all the Appendices and the textbook/PRSA definitions of public relations. Two volunteers will be designated to lead discussion concerning the community relations cases noted below.

Week 7

Monday, Feb. 19

Community Relations Cases in the News; Corporate Social Responsibility (continued)

Readings and Assignments: Scan the media and submit a CSR Case in the News related to community relations. Read textbook Chapter 3, Case 5: Apple iProblem.

Two students will lead discussion about the Apple and Foxconn parts of the case. Submit a reflection report with comments and insights from a PR perspective tied to Apple’s actions and those of Foxconn. Also, read Case 6: Developing Wines with a Conscience. Another student will lead the discussion around this case. Submit another reflection report on this case with comments, insights and takeaways. Student volunteers will be sought to address two community relations cases in the next class.

Wednesday, Feb. 21

Community Relations Cases in the News (continued); Community Relations; Midterm Preferences

Readings and Assignments: Read textbook Chapter 9, Community Relations Introduction; Case 27: “Spycam” and Privacy Rights; and Case 28: Protest at the Jewish Museum. Student volunteers will lead the discussion around these two cases. Prepare reflection reports for both cases with comments, insights and takeaways. Two new volunteers will be sought to address the community relations and consumer relations cases during the class after the next one. Plus, midterm teams will share their top case analysis preferences with the aim of confirming one for each team by the end of class.

Week 8

Monday, Feb. 26

PR Cases in the News; Community Relations (continued); Consumer/Customer Relations

Readings and Assignments: Scan the media for Cases in the News addressing some aspect of consumer relations or marketing PR. Read textbook Chapter 9, Case 29: Hallmark Writers on Tour. Also, read textbook Chapter 7: Consumer Relations Introduction; and Case 18: The Five Seasons of Salem. Student volunteers will lead the discussion around these two cases. Submit a reflection report with comment, insights and takeaways about each case. Two new volunteers will be sought to address the consumer relations cases noted below that will be covered in the next class.

Wednesday, Feb. 28

PR Cases in the News (continued); Consumer Relations and Marketing Public Relations (continued)

Readings and Assignments: Read textbook Chapter 7, Case 19: Getting Away from It All; and Case 20: Making the Potato Top of Mind. Student volunteers will lead the discussion around these two cases. Print out a reflection report with comments, takeaways and PR insights related to each case. Review expectations for the midterm reports and presentations.

Week 9

Monday, March. 5

Midterm Case Study Written Reports; Midterm Case Presentations by First Set of Teams

Readings and Assignments: Midterm written reports are due from all teams. First set of teams make midterm presentations, which class members will review with comment forms.

Wednesday, March 7

Midterm Presentations by Second Set of Teams; Team Member Peer Reviews

Readings and Assignments: Second set of teams make midterm presentations. Team member peer reviews are due. The reviews should be printed, double-spaced and signed by both parties. They should address an individual’s (1) overall professionalism and civility, (2) strongest capabilities, (3) most valuable contributions to the team’s analysis and presentation, (4) suggested areas for improvement, and (5) how the peer feedback was received and acted upon, which should be done before this date.

Week 10

Monday and Wednesday, March 12 & 14: No Class: Spring Break

Week 11

Monday, March 19

Guest Speaker: Holly Barnett, VP for analyst relations, Allison + Partners

Readings and Assignments: Conduct secondary research to learn more about the field of analyst relations (AR), Allison + Partners, and Holly Barnett’s career. Come to class with a couple of paragraphs about Holly and Allison + Partners, along with at least two questions printed out that you would like to ask her about her career and/or analyst relations.

In addition, prepare a two-page organization review of one of these leading market research firms: Forrester Research or the Gartner, Inc. Summarize their mission, values, history, organizational structure, leadership, nature of clients, key areas of activity, major events it sponsors, and other pertinent background information.

Three student volunteers will be identified to lead discussions around the three cases noted below during the next class.

Wednesday, March 21

Consumer Relations (continued); Entertainment, Travel, Leisure, Sports and the Media

Readings and Assignments: Read textbook Chapter 7, Case 21: Sony PlayStation, and Case 22: Kryptonite. Student volunteers will lead the discussion around these two cases. Review textbook Chapter 8: Entertainment and Leisure Introduction, and Case 26: What Price Regal Reputation. A student volunteer will lead the discussion around this case as well. Submit reflection reports with comments, takeaways and insights related to all three cases. Three new volunteers will be sought to address sports, leisure and entertainment cases during the next class.

Week 12

Monday, March 26

PR Cases in the News; Entertainment, Travel, Leisure, Sports and the Media (continued)

Readings and Assignments: Scan the media for PR Cases in the News related to the worlds of sports, entertainment, travel/leisure, or the media. Read textbook Chapter 8: Entertainment and Leisure Introduction; Case 23: Penn State Fumbles; and Case 24: Rush to Judgment and Case 25: Tabloid Tiger. Student volunteers will lead the discussion around these three cases. Print out three separate reports with comments for each case, addressing what Penn State, Rush and Tiger handled (a) best and (b) worst from a PR perspective, in addition to what you would have (c) recommended to each of them. In addition, two new volunteers will be selected to lead the discussion around cases involving conflict management and crisis communications during the next class where that subject is covered.

Wednesday, March 28

Guest speaker: Sakura Komiyama Amend, partner and SVP of public affairs at Finn Partners

Readings and Assignments: Conduct secondary research to learn more about Sakura Komiyama Amend and her role as partner and SVP of public affairs at the Finn Partners public relations firm. Come to class with a couple of paragraphs about Sakura and her role at Finn Partners, along with at least two questions printed out that you would like to ask her about her career and/or her work at the agency in public affairs. In addition, prepare a two-page organization review of Finn Partners summarizing its mission, values, history, organizational structure, leadership, nature of clients, key areas of activity, and other pertinent background information.

Week 13

Monday, April 2

PR Cases in the News; Conflict Management and Crisis Communications

Readings and Assignments: Scan the media for PR Cases in the news related to conflict management or crisis communications. Read Textbook Chapter 5: Conflict Management Introduction; Case 11: “Pink Slime;” and Case 13: Deepwater Horizon Blowout.

Student volunteers will lead the discussion around these two cases. Submit separate reflection reports related to each case with your comments, takeaways and insights. Multiple student volunteers will be sought to lead discussion tied to conflict management and activism cases for the next class.

Wednesday, April 4

PR Cases in the News (continued); Conflict Management (continued) and Activism

Readings and Assignments: Read Textbook Chapter 5, Case 12: “Politics of Pink” and the Susan G. Komen Foundation. Also, read Chapter 6: Activism Introduction and Case 17: Undercover Video Captures Chicken Abuse. Student volunteers will lead the discussion around these two cases, including two for the Komen case with one focused on the Komen Foundation and the other on Planned Parenthood.

Plus, three student volunteers will address the chicken abuse case – one focusing on PETA, the second on Pilgrim’s Pride, and the third student on KFC’s reactions. Submit separate reflection reports with comments, takeaways and insights related to both cases. Two new volunteers will be sought to lead discussion around the activism cases for the next class noted below.

Week 14

Monday, April 9

PR Cases in the News; Activism (continued)

Readings and Assignments: Scan the media for PR Cases in the News related to activist groups or cultural issues. Review Textbook Chapter 6, Case 14: “Beyond Disgusting,” Case 15: “Guitar Hero Strikes a Chord,” and Case 16: Break the Silence…Reaching out to Victims and Families of Domestic Violence. Student volunteers will lead the discussion around these three cases. Submit three reflection reports, including one for each case. For the Beyond Disgusting and Guitar Hiro cases, provide comments that address what the activists (Carr-Jordan and Dave Carroll) and the companies (McDonald’s/others and United Airlines) handled (a) best and (b) worst from a PR perspective. Three new volunteers will be identified to lead discussions around the multicultural cases noted below for the next class.

Wednesday, April 11

PR Cases in the News (continued); Cultural Considerations; Final Case Report Preferences

Readings and Assignments: Submit top final case study preferences with the aim of confirming one for each student by the end of class. Read textbook Chapter 10: Introduction to Cultural and Other Considerations; Case 32: Deadly Marburg Virus, Case 33: Hong Kong Disneyland and “Shark Fin Soup,” and Case 31: Fukushima Nuclear Meltdown. Student volunteers will lead the discussions around these three cases. Submit separate reflection reports for all three cases. Two new volunteers will be sought to lead discussion around the investor relations cases during the next class as noted below.

Week 15

Monday, April 16

IR Cases in the News; Cultural Considerations (continued); IR and Financial Communications

Readings and Assignments: Scan the media for investor relations (IR) or financial communications Cases in the News. Read textbook Chapter 10, Case 30: Quran Burning. Also, read Chapter 11: Introduction to Financial Communications and Investor Relations; plus, Case 34: Paychex Sees Big Payoff in First Investor Day, Chapter 11, Case 35: Best Buy Fights for Survival, and Case 36: “A Plate for Black Beauty.” Student volunteers will lead the discussion around these four cases. Submit reflection reports on each one.

Wednesday, April 18

Extra Credit Presentations and Mindfire Challenge Reports

Readings and Assignments: This is the last date when extra credit reports can be submitted, along with confirmation notes from PR professionals shadowed or interviewed. All Ketchum Mindfire Challenge submissions and verifications are to be provided by this class as well, if not sooner. Make informal extra credit and Mindfire Challenge presentations.

Week 16

Monday, April 23

Final Case Study Written Reports Due; First Set of Final Case Project Presentations

Readings and Assignments: Printouts of all final case study written reports are due in class. First set of predetermined final student presentations. Provide printouts of presentation decks with one slide printed per page.

Wednesday, April 25 – Last Day of Class

Second Set of Final Case Project Presentations

Readings and Assignments: Printouts of all final case study written reports are due in class. Second set of predetermined final student presentations. Provide printouts of presentation decks with one slide printed per page.

Week 17

Tuesday, May 8 – Final Exam Day

MEJO 531.002: 12 – 3 p.m.

MEJO 531.001: 8-11 a.m.

Third Set of Final Case Study Project Presentations

Readings and Assignments: Third and final set of predetermined student presentations. Provide printouts of presentation decks with one slide printed per page.