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SYLLABUS ADPR 59507950 PUBLIC RELATIONS CAMPAIGNS Department of Powered By Docstoc

                   ADPR 5950/7950: PUBLIC RELATIONS CAMPAIGNS
                         Department of Advertising/Public Relations
                Henry W. Grady College of Journalism & Mass Communication
                               UNIVERSITY OF GEORGIA

                     "Public relations is the business of relationship management."
                                                                           -- John Pavlik, Rutgers

“All business in a democratic society begins with public permission and exists by public approval...The
purpose of public relations is to deserve and maintain public approval.”
                                                                          -- Arthur Page, AT&T

Term: Spring 2009, 3 credits                            Call number: 90-732
Prerequisites: For undergraduates: JOUR 3410, ADPR 3850, 3520, 3510, 5910, and 5920;
For masters students: JRMC 8160 or equivalent, JRMC 8140, and ADPR 3520.
Room and Time: MLC 253 / Grady PR Lab 239A; T & Th 3rd period, 11 a.m.-12:15 p.m.
Instructor: Dr. Lynne Sallot, APR, Fellow PRSA                     E-mail:
Office: JRL 223-E              Office Hours: 1:45-3:15 p.m. T & Th and by appointment.
Phone (706): office 542-4999 anytime, home 208-0941 for emergencies only. Fax: 542-2183

Course Objectives This is a service-learning course intended to bring public relations to life through the
ethical and legal application of PR principles, strategies and techniques to a ‘real-world’ client. Your
capstone skills course, it will provide you with hands-on experience in which you will apply public
relations theory and best practices in the campaign you will develop for your client. This course will also
make you aware of and experience conducting research and reporting findings; setting goals and
objectives; preparing communications for diverse audiences; and designing, implementing, and evaluating
a public relations plan/program. Working in teams (as in real life), the course will provide you with a final
classroom opportunity to hone your skills. You will also learn how to prepare and deliver an effective
presentation to your client. On completion of the course, you should feel more confident in professional
situations (including in “uncomfortable” situations!) that you will experience in your chosen careers, and
you will have produced professional-quality work to augment your resumes and portfolios.

Course Description You will work for and with a real client with a real-life problem/need. Your work
will include development of a public relations plan/program/campaign based on your original research
findings to address the goals and needs of the client. I am anticipating the class may share all research,
and divide and work in smaller teams to develop various components of your campaign. Your campaign
will include literature reviews appropriate to the client, situation analyses beyond any given to you,
“competitive” analyses of similar programs elsewhere and other research, appropriate support
communications and materials ready for implementation for each target public identified (e.g. news
releases, feature pitch letters, brochures, scripts, logos, newsletters, posters/flyers, proposed Web design
and content, other collateral, etc.), implementation, and evaluation. The class will present its campaign to
the client and interested parties at the end of the semester. Failure to produce and complete the
campaign plan; work satisfactorily with the client, your peers, or the instructor; and participate in
the final presentation will result in failure in the course.

7950 Requirements Masters' students enrolled in ADPR 7950 will be required to: (1) Lead/co-lead the
class (if the students are all working for the same client) or teams (if students have different clients),
which is equivalent to honors credit for undergrads, and involves primary class-client contacts and liaison

with the instructor; (2) Conduct academic research and professional literature reviews of theories/best
practices guiding strategy choices and will write/produce a theory "chapter" in the final campaign book;
(3) Initiate, supervise and take responsibility for coordinating all research efforts, usually involving
primary and secondary research, and the writing, editing and production of research reports; (4)
Coordinate and supervise implementation of strategies, including special events, production of collateral
materials including online communications, social media efforts and media relations; (5) Coordinate and
supervise writing, editing and production of the final campaign book; (6) Coordinate and supervise the
students' final campaign presentation to the clients, including PowerPoint and any other AV, etc.

Honors Option is available for undergrads. Responsibilities will be to support any masters’ students with
duties outlined above, or, in the absence of grad students, assume many of these duties themselves.

Course Client This term you will work with entities concerned with promoting sustainability at UGA,
including Go Green Alliance, Physical Plant’s Recycling Team and Office of Energy Services, the
Academy of the Environment and others, building on the work of my ADPR 5950-7950 classes from Fall
2006, Spring 2007, Fall 2007 and Spring 2008.

Course Texts and Materials A required course packet is available for purchase from Pro Copies upstairs
at Baxter Street Bookstore at 360 Baxter (706.546.1440). This will serve as your course manual/
textbook. It is 250 or so pages; I recommend you put it in a three-ring binder. Additional materials will be
available online, placed on reserve in the Drewry Reading Room, and/or distributed in class.

Final Campaign Book Students will share the cost of producing campaign materials for the client,
instructor, and themselves (unless the client agrees to underwrite productions costs in writing in advance).
You must produce and submit to me a printed and bound final campaign book, with copies for the
client, and in approved computer text file format. I assume you will also want copies for yourselves.
You are responsible for safe-guarding all work throughout the course. You will need to backup your
work, as well as acquire files or folders in which to keep your notes, hand outs, and materials organized.
Style and neatness always count; all work always must be typewritten.

Course Procedures Initially, we will meet together as a class for a few weeks. Then we may break into
sub-groups, which will report to any masters’ and/or honors students, and I will meet with the
graduate/honors students and/or sub-groups as needed during scheduled class time. You can expect to
meet with your client and/or interested parties as well as your sub-groups frequently outside of class time.
You should budget at least 4-6 hours per week (or more as required) outside of scheduled class time to
successfully complete ADPR 5950-7950.

Team Work: This class will adhere to democratic principles. Team/sub-group coordinators/ leaders have
only one voice in class deliberations. You are to be respectful of one another, fair in distribution of
responsibilities, and open in communications with each other, the client, and the instructor. The class will
operate on an agency model. I will serve as agency “CEO,” which means that each team/sub-group is
responsible for keeping me informed along with the masters/honors students, and my role is to advise you
to facilitate your success.

Class Gmail Account. I have established a gmail account for our class to facilitate communications
among us. [proprietary to the class]

Agendas and Client Contact Reports: I recommend printed agendas be prepared for any meetings with me
and/or the client as appropriate; and that contact reports (not “minutes” of meetings) be prepared after all

meetings with the client and other parties in and outside of class. You are expected to act professionally at
all times, including in any such meetings (e.g., dress appropriate to the situation, turn off cell phone
ringers, etc.). Laptops, cell phones, PDAs, etc., may be used during scheduled class time for work in this
course only.

Time Reports: You will need to keep track in 15-minute increments of time spent you working for this
class (scheduled class meetings excepted). Each of you will complete weekly time sheet reports of your
work for class outside of class. Note: UGA’s Honor Code applies to your time sheets; any false reporting
will result in failure of the course. Summary time reports will be compiled by designated student(s)
weekly or bi-weekly from your individual time reports, be submitted for my review and be distributed to
the class. These time reports will be helpful during periodic peer performance reviews and assessments of
final grades.

E-mail: As this course involves writing, the ability to communicate in a professional, courteous manner
via e-mail is extremely important. Students are expected to display their top-level Grady PR
communication skills each time they send an e-mail to clients, the professor, etc. If a student fails to use
AP Style, a professional greeting or sign with one’s full name in an e-mail, then the student will lose 1
point off of the final (overall grade) for the course for each e-mail sent with an infraction. We will discuss
examples of proper and improper e-mail communication so as to avoid e-mail mistakes.

UGA Honor Code/Academic Honesty Policy All academic work must meet the standards contained in
UGA’s "A Culture of Honesty." Each student is responsible to inform themselves about those standards
before performing any academic work (the complete policy is available at You should be committed to academic honesty and excellence.
The quality of students and their work reflects the quality of our College and University. Cheating and
dishonesty in any form compromises your grade, lowers the quality of your degree, and will not be
tolerated. Honor Code standards will be in force during this course. Any questionable behavior will result
in a lower grade or failure of the entire course. I hope each of you values your college education enough
to protect yourself from dishonest classmates. If you are aware of improper behavior, please contact the

Students with Disabilities UGA has a Disability Resource Center. UGA is committed to providing equal
educational opportunities for qualified students with disabilities in accordance with state and federal laws
including the American Disabilities Act. At the beginning of the term, students immediately should call to
their instructor's attention any disabilities that require special consideration.

Evaluation There are no exams in this course. Your grade will reflect your ability to produce and
implement the campaign plan/program, and support materials according to professional standards.
Creativity, accuracy, spelling, grammar, style, presentation, punctuality, and commitment will have direct
effects on your grade, which will consist of:
         Written plan/final campaign book                         30%
         Presentation                                             10%
         Instructor’s/Clients’ evaluations                        30%
         Peer performance reviews post presentation               30%

Preliminary peer evaluations will be conducted. I will assign “grades” to drafts submitted to me. I require
the previous draft that I reviewed/“graded” be submitted to me along with “next” draft(s)/final book. Your
individual final grade for the course will conform with UGA’s +/- system.

Class Participation You are expected to attend all scheduled meetings (class, client, sub-team, instructor)
and be punctual. If you cannot attend a meeting, you MUST contact the interested party(ies) BEFORE
your absence. Tasks turned in late/of inferior quality should be reported to me and noted in peer reviews.
Non-participation or excessive absences for class and meetings may result failure in the course at the
instructor’s discretion. You are required to participate in your team’s final presentation to the client;
failure to participate in the final presentation will result in failure of the course.

Class Rules You MUST follow the rules for the use of any Grady College or UGA facilities, such as no
food/no drink policies in the labs. Guests may be exempted from this rule.

Course Evaluations At the end of the semester, after your final presentation to the client, you will have
the opportunity to respond to a College course evaluation online at .Your anonymity
is assured. The results will NOT be communicated to me until grades are posted. Your opinions, thoughts,
and suggestions are very important to me and to the department to improve course design and delivery.
Informal, anonymous evaluations may be conducted periodically.

I encourage you to come visit me during office hours or by appointment anytime you wish to discuss the
class in general or any concerns about your work.

A proposed course schedule follows. This course syllabus is a general plan for the course; deviations may
be necessary and I will announce them as soon as I know they will occur.

I look forward to working with you individually and collectively and to having a great semester!

 Never doubt that the work of a small group of thoughtful, committed citizens can
                                 change the world.
                     Indeed, it’s the only thing that ever has.
                                                                 - Margaret Mead

                ADPR 5959-7950 Spring 2008 Course Schedule (as of 1/6/09)
8      Introductions, syllabus, student data forms.
       PROCOPIES at Baxter Street Bookstore, 360 Baxter St., phone 706.546.1440
13     Discuss readings in course packet, class project; prepare for meeting with client.
       Campaign books analyses
14     First PRSSA meeting of spring semester
15     Meet with clients / Prepare “to do” lists
       GreenFest meeting, 4 p.m., Wray-Nicholson House (UGA Alumni building)
20     U.S. Presidential Inauguration Day
22     Next steps: decisions on sub-group teams and work assignments
       Begin work plan, research…
       PRSA PRSA GA lunch meeting, Atlanta
29     Continue research, first work plan due NON-NEGOTIABLE

5      Continue with research….
19     Preliminary research reports due NON-NEGOTIABLE
       GreenFest meeting, 4 p.m., Wray-Nicholson House (UGA Alumni building)
20     Real World, sponsored by PRSA GA, Atlanta.
23-24 Review research reports
24-28 PRSSA agency/nonprofit tour of Washington, D.C.

3     Term mid-point
      Draft situation analyses, goals, objectives due NON-NEGOTIABLE
9-13 Spring break
31    Finalize strategies, tactics; evaluation, budget/timetables

7-9   Presentation tips (entire class)
      Presentation rehearsals begin
10    Draft campaign book(s) due at 9 a.m. (note this is a Friday) NON-NEGOTIABLE
14    Book(s) returned with comments
22    Earth Day
23    Dress rehearsal of presentation with instructor
28    Presentation to client, final campaign book due NON-NEGOTIABLE
      Course evaluations
      Final peer performance reviews
30    Last day of classes (Monday schedule)

May 1 Reading Day – Informal meeting at instructor’s home, details to come.

 Except for dates designated non-negotiable, this proposed schedule is subject to change!

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