Public Relations Campaigns ADPR 5950 * Spring 2008 Dr. Sweetser Office: 223-C Journalism Building Phone: 542-2409 Office hours: Tuesday 12:30–2:30 p.m., Thursday 8-9 a.m. or by appointment (just e-mail or call!) E-mail: email@example.com, AOL Instant Messenger handle: ProfSweetser Class: Tuesday and Thursday from 9:30 – 10:45 a.m. * prereq: JOUR 3410, ADPR 3850, 3520, 3130/3510, 5910, 5920 The syllabus is a general plan for the course; deviations announced to the class by the professor may be necessary. > Welcome to campaigns You are no longer students – you are PR professionals. Act the part, make Grady proud. > Client There are two clients this semester: digital media download awareness and student social media bootcamp. The professor will assign you to a team and team assignment is not negotiable. During the semester, you will work with your client to provide professional and ethical public relations counsel and services. > Objectives This is a service-learning course intended to bring public relations to life through the application of PR principles, strategies and techniques to a real-world client. As your capstone skills course, it will provide you with hands-on experience in which you will apply PR 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; designing, implementing and evaluating a public relations program, including support communications; and the course will provide you with a final classroom opportunity to hone your skills. On completion of the course, you should feel more confident in professional situations that you will experience in your chosen careers, and you will have produced professional-quality work to augment your resumes and portfolios. > Materials You must have the following (there will be no exceptions!): UGA computer account with UGA e-mail access (check it often). Use of a printer. All products, unless otherwise noted, are required to be typed and printed. Media storage drive (ZIP, floppy, USB) to store project files. del.icio.us page of resources: http://del.icio.us/kaye.sweetser/adpr5950 > Students with disabilities Anyone with a documented disability needing academic adjustments is requested to speak with the Disability Resource Center and the professor as early in the semester as possible. All discussions will remain confidential. More information about the University’s policy and procedures can be found at http://www.dissvcs.uga.edu. > Academic honesty All academic work must meet the standards contained in "A Culture of Honesty." You are responsible to inform yourselves about UGA standards before performing any academic work. Those who break the university’s honor code, are found to be cheating or fraudulently use another’s ideas/work will fail this course. Find out more about academic honesty at UGA at http://www.uga.edu/ovpi/honesty/acadhon.htm. > PR Lab The PR Lab is 239-A Journalism Bldg. Since you are in campaigns, you have access to it but must adhere to guidelines for lab use. Access can be granted to the lab through ADPR secretary Mrs. LaBlond. You may only use the lab for ADPR 5950 related work, and it must be locked when leaving the lab. No food or drink is allowed in the lab. Ever. > The campaign project You will work in teams to create and execute a PR campaign. That said, the grade is determined by work done all semester and the success of the campaign so you should be prepared to not have any number indicators (grades) until the end of the semester. Those who wish to know “how s/he is doing,” should come to the professor’s office hours and speak to her about his/her performance to date. Campaign teams are comprised of 5-12 members, depending on the scope of the project. The professor assigns teams (team membership is not negotiable). Teams should periodically submit parts of the campaign materials for review/recommendations as they are developed. At the end of the semester, the teams are required to present their campaign proposal to the client, other managers within the organization, board members and other key constituents the client and/or instructor deems appropriate. Faculty members, administrators and staff from throughout the Grady College may be invited to attend these presentations. There are very few formal assignments because the bulk of the class is dedicated to working with one’s team on the campaign. That said, there is a lot to be done & it is easy to fall behind. Budget time accordingly! There is a lot which has to be accomplished and certain things take more time than others. Any individual formal assignment will count toward one’s “professor evaluation” portion of the grade. Campaign book draft material assignments are merely required opportunities for you to receive feedback on improving the team’s campaign book. The main test of performance will be the professor’s evaluation of the team’s written document (30%) and the end-of- semester formal presentation (10%). Clients are required to attend the final presentations and are encouraged to bring other key constituents (e.g., board members, members of the organization’s management team, key volunteers and other community officials). Teamwork plays the key role in this course. Hence, everyone needs to understand that this course is composed of extensive outside-the-class team effort and energy. You are encouraged to use your own talents, resources and college facilities as much as possible. Also, you are encouraged to use your individual strengths when contributing to the overall campaign development. At the end of the semester, each team member evaluates one another; these peer evaluations make up 30% of the overall final grade. If a team is fired by the client during the semester for whatever reason, the team automatically receives a “0” on both the campaign book (30%) and presentation (10%). Why? If you can’t serve your client while still in college, you aren’t ready to serve clients as a Grady graduate. > Class procedures Initially, we will meet together as a class for a few weeks. Then we will break into teams and team sub-groups, which will report to a team leader, and the professor will meet with leaders 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 this course. Every time you see the client, you must be professionally dressed at the business casual level or above (i.e., no t-shirts or denim jeans). Every. Single. Time. Every time you communicate with your client via e-mail you must be professional. I recommend printed agendas be prepared for any meetings with me and/or the client as appropriate; and that contact reports 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., appropriate dress, turn off cell phones, etc.). Each of you will complete weekly time sheet reports, submit them to the team leader and the team leader is to turn them into me at our weekly meeting. Note: UGA’s Honor Code applies to your time sheets; any false reporting will result in failure of the course. Seriously. Summary time reports will be compiled by designated team member(s) bi-weekly from your individual time sheets, be submitted for my review and then be distributed to the class. These time reports will be helpful during periodic peer performance reviews. This class will adhere to democratic principles. Team/sub-group coordinators/leaders are 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 professor. 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 students, and my role is to advise you to facilitate your success. With assistance from the undergraduate students, graduate students are expected to assume extra responsibilities, such as supervising and reporting results of research activities; supervising special events and support communications; preparation/production of the final campaign book; the final presentation; and all other aspects of the campaign and class. Prior to submitting a deliverable to the client (mid-campaign press release, Web site, any type of copy, etc.) the team is required to show the material to the professor for her approval (final chop). Failure to do so will result in a deduction in the overall campaign grade. > Grade This is a capstone class, meaning that everything you’ve learned in Grady from writing to research will be incorporated. All work will be evaluated based on the ability to meet the assignment objectives, clarity, professionalism, technical skill and quality. The following breakdown explains how the grade is to be computed: Graded Item Date % Grade a Campaign/final written campaign book April 17 30% a Presentation April 17 10% Client/professor evaluations Ongoing 30% Peer evaluations April 24 30% 100% a Indicates item is a part of a group project. All group members get the same grade for their collective work. All grades on assignments, projects and quizzes are based on the following +/- grading scale: 100 – 93.99% = A 86 – 89.99% = B+ 76 – 79.99% = C+ 66 – 69.99% = D+ below 59% = F 90 – 92.99% = A- 83 – 85.99% = B 73 – 75.99% = C 63 – 65.99% = D 80 – 82.99% = B- 70 – 72.99% = C- 60 – 62.99% = D- Please note that the professor does not “round up.” If you score 89.99, you earned a “B+”; it takes a full 90 earned points to earn an “A-” in this course. Grades are based on the final product and the your ability to meet the requirements set by the professor. Each product is graded against the same criteria and your ability to show mastery of the objective. Average work receives an average grade (“C”). Please note that this professor does not inflate/weight grades. All graded materials must meet specific standards for professionalism and quality. Effort does not equal an “A.” Only those who show mastery of the graded material will earn such a grade for that item. No one is given grades; one earns the grade based on the quality of the product output. Do not assume that you will get 100% on client/professor evaluation grade. If your work is above average, you should get a “B.” You should retain all graded materials; the professor will not keep a copy. Anyone wishing to dispute a grade must have the graded material when pleading the case. Grades are never negotiated, only errors will be corrected (one cannot “beg” for a better grade), and the participation/contribution grade the professor assigns is final. Grades will not be discussed via e-mail or the telephone. If you have a question about a grade and would like to discuss it, then you must meet with the professor in person before the last day of class. There are no exceptions to this policy, which is designed to protect the your privacy. If you believe there is a mistake with a grade then you have the right to dispute a grade within 1 week of the assignment/test/project being returned; after one week all grades are final (remember, only errors are corrected). As this is a top school in public relations, the ability to communicate in a professional and courteous manner via e-mail is important. You are expected to display your top-level Grady PR communication skills each time you send an e-mail to the professor or client. Those who fail to use a professional greeting, sign one’s full name or use proper AP Style in an e-mail will have 1 point deducted from the final (overall grade) for the course for each infraction. Ask the professor for examples of proper and improper e-mail communication so as to not make this mistake. This is especially important for client e-mail. > Course evaluation Because Grady College cares about the student assessment of the quality of education, you will have the opportunity to respond to a course evaluation form concerning ADPR 5950 this term. A class volunteer will be asked to administer the forms, collect, seal and deliver them to the Dean's office for tallying and transcription. Anonymity is assured. The results – the tallying of items and typing of comments -- are prepared by the Dean's office and not by department staff. The results will NOT be communicated to the professor until AFTER grades are submitted for the current term. The results are used to guide course design and delivery in future classes. Both the professor and the department head have the opportunity to read and discuss the results of your course evaluations. Student responses are used in the evaluation of the professor, the course and the program. Your opinions, suggestions and insights are important to me and to the Department of Advertising and Public Relations in the Grady College. You are always invited and encouraged to visit the professor during her office hours or by appointment to discuss the class in general or progress specifically. > Tentative Schedule Extra items may be administered at any time. This schedule is subject to change at professor’s discretion. Day Topic Notes Jan 8 Campaigns Intro Data sheet due by Jan. 9 at 5 p.m. (under door) Jan 10 Prepare for Client Meeting Have read through all background Jan 15 Meet the Client Jan 17 Team Work Begin research & planning Jan 22 Team Meeting Jan 24 In-class Brainstorm Jan 29 Team Work Jan 31 Team Work Feb 5 Team Meeting Preliminary research due Feb 7 Research Review in Class Feb 12 Team Work Feb 14 Team Work Feb 19 Team Work Draft sit analysis, goals & obj due Feb 21 Team Work FYI - Midpoint of semester! Feb 26 Team Work Feb 28 Team Work Mar 4 Team Work Mar 6 Team Meeting Mar 11 Spring Break Be careful! Mar 13 Spring Break Be careful! Mar 18 Team Meeting Mar 20 Team Work Mar 25 Team Work Mar 27 Team Work Apr 1 Team Work Apr 3 Team Meeting Draft campaign book due at meeting Apr 8 Presentation Tips Apr 10 Team Work Apr 15 Presentation Practice Apr 17 Client Presentations 3 copies of campaign book due (printed, bound) Apr 22 Peer Evaluations (no class) Apr 24 Peer Evaluations (no class) Peer evaluations due (stuff under office door) Mark your calendar: March 1 – 2: social media bootcamp weekend TBA: university event April 29 (UGA reading day) meeting at Dr. Sweetser’s house at 5 p.m.
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