PUBLIC RELATIONS MANAGEMENT

3rd TERM, AY 2014-2015

RCBC MAKATI | WEDNESDAYS | 6:00PM-9:15PM
PROFESSOR: IREENE LEONCIO (icl2@georgetown.edu, 09178840668)

PUBLIC RELATIONS MANAGEMENT

3rd TERM, AY 2014-2015
RCBC MAKATI | WEDNESDAYS | 6:00PM-9:15PM
DE LA SALLE UNIVERSITY | RAMON V. DEL ROSARIO COLLEGE OF BUSINESS
PROFESSOR: IREENE LEONCIO (icl2@georgetown.edu, 09178840668)
Course Description:
This course is designed to reinforce students strategic competencies and ethical curative leadership in
the marketing practice through Public Relations Management. Students must solidify their default
deductive knowledge critical to any marketing initiative: thorough research & insightful understanding
of the target audience.
This course provides an introduction to the imperatives in public relations strategy and implementation
that confront any enterprise that competes for customer loyalty and market share, solicits the continuing
mandate of its owners and constituents, and depends on the goodwill of local communities and the
public at large for its continued existence.
Multiple stakeholders press varying claims on the enterprise, and cite values and models that may seem
alien to that organizations experience or counter to its culture. But global competition and
communications have given these claims currency and legitimacy; and organizations must respond
coherently, consistently and with increasing sophistication.
Assigned readings and archived and real-time case studies will illustrate how enterprises develop and
convey messages to manage stakeholder expectations around such issues as shareholder value,
restructuring and workplace morale, customer satisfaction, environmental protection, corporate
philanthropy and crisis management. Through exercises involving the study of organizations in the
private and public sectors, students will acquire an understanding of core concepts and principles, and
skills in the development of a communication plan for a selected entity around a stakeholder issue.
Course Objectives:
The student is expected by the end of the term to:
Comprehend the concepts and functions of public relations as they are applied in the corporate
organizations and in the government and civil sectors;
Describe and analyze public relations as practiced by leading companies and professionals in the
Philippines and other countries; and
Develop and present a public relations program for a selected entity around a particular issue.
Value Aims:
To encourage students to reflect La Sallian values in their public relations planning and decisionmaking.
To help produce practitioners who demonstrate professionalism, integrity, and a profound
understanding of the contribution that public relations can make to corporate social responsibility
and business success.
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PUBLIC RELATIONS MANAGEMENT

3rd TERM, AY 2014-2015
RCBC MAKATI | WEDNESDAYS | 6:00PM-9:15PM
PROFESSOR: IREENE LEONCIO (icl2@georgetown.edu, 09178840668)

Course Outline:
I. The Global, Regional and Local State of Trust in Various Stakeholders and Industries
II. Ethical and Curative Societal Considerations in Public Relations: Local and Global Perspectives
III. Key Stakeholders and Possible Issues:

Investors and Shareholder Value (communicating strategic directions; the board of directors,
mergers and acquisitions, partners and institutional investors)

Employees and workplace morale (downsizing; diversity; unions and negotiations; the
extended workforce; expats)

Connecting to the Customers (quality, health & safety; integrated marketing

communications, product publicity; customer feedback)

Local communities (environmental impact, corporate philanthropy, livelihood creation)

Media Relations (print and broadcast publicity; specialized publications and services;
advocacy advertising)

Government Relations (the regulatory environment; lobbying; the government as

communicator)
IV. Communication Planning and Implementation; Case Reports

Research and Stakeholder Analysis

Crafting the Message and counseling the CEO

PR Writing

Digital PR Trends and Tools

Execution: Basic and Specialized Tools

International/Multinational Communication

Group Report on Anvil Awards

Group Project
Projects/Reports: (maximum 5 pages, double-spaced, font size:12)
1. Student groups (2-3 members) will write a case study on a program or communication tool that has
won an Anvil Award the Oscar of the Philippine public relations in recent years. Basic
material is available in the Public Relations Society of the Philippines publications on the Anvils;
however, each group is expected to flesh out the material in terms of the contextual issues and
implementation problems encountered during execution, and add an update and evaluation of results,
their relevance to corporate objectives, and follow through, if any. Before submitting the case study,
each group will make a presentation to the class.
2. Student groups will identify public relations issues or concerns that have surfaced in the news within
the past 6 months, and submit a short paper that a) states the issue; b) proposes the (opposing)
clients or stakeholders; c) propose the (contrasting) communication objectives or messages; and d)
identify the stakeholders that the communication must reach. Each group will then subdivide into
two sides; and each side will develop and present a communications program for their respective
clients designed to reach the stakeholders identified in (d) with sample executional tools.
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PUBLIC RELATIONS MANAGEMENT

3rd TERM, AY 2014-2015
RCBC MAKATI | WEDNESDAYS | 6:00PM-9:15PM
PROFESSOR: IREENE LEONCIO (icl2@georgetown.edu, 09178840668)

References / Reading Sources:

Ogilvy PR: ogilvypr.com

Edelman: edelman.com

Fleishman Hillard: fleishman.com

Harvard Business Review: hbr.org

Public Relations Society of America: prsa.org

PR Week : prweek.com

Campaign Asia: campaignasia.com

Public Relations Society of the Philippines: prsociety-philippines.blogspot.com

Anvil Awards (Philippines): anvilgold.prsp.ph

Rappler: rappler.com
Grading System:
1. Attendance and Participation 40%
-Maximum of 2 Absences only2. Group Reports
30%
-Interviews, Research, Assignments3. Group Case Study Project
30%
- Group composition: Maximum of 3 members & minimum of 2 membersImportant Dates:
Aligned with the 2015 Unicalendar for Graduate Students (as of 01/12/2015).
Visit http://calendar.dlsu.edu.ph
Week of Jan 8: Start of 3rd term
February 7 (Sat): Global Business Conference at DLSU (atiftap.org)
February 25 (Wed): Edsa Revolution Anniversary Holiday
March 25 (Wed): Case Paper Due
April 1 (Wed): No Classes Holy Wednesday | Holy Week
April 15 (Wed): Case Paper Oral 5-min Presentation
April 22 April 27: Finals week
April 28: Release of Grades
April 29: Grade Consultation
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DLSU Public Relations Master's (3rd term, AY 2014-2015) MMC538M
"Freedom's just another word for nothing left to lose." Janis Joplin
- Syllabus adapted from Dr. Jaime Ong. Modified by Ireene Leoncio-