Jannet Walsh

Updated Aug. 23, 2017

Syllabus and Schedule are subject to change.
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Syllabus and Schedule

Public Relations Cases and Campaigns
COMM 438 and COMM 538
Fall Semester 2017

Course Description: Public relations campaigns, with special attention to case studies
dealing with various public relations issues and problems.
Credits: 4
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Instructor: Jannet Walsh, MA

Location: Stewart Hall
Monday room 119
Wednesday room 18
Time: Monday and Wednesday, 9 a.m. to 10:45 a.m.
Course ID:
Course ID: 000613 COMM 438 01 Public Relations Cases and Campaigns
Course ID: 000634 COMM 538 01 Public Relations Case and Campaigns

Email: jlwalsh1@stcloudstate.edu
Office: 320-308-5258
Office Hours: Sign up at front desk, Mass COMM office
Appointments: Students late to appointment by five minutes will need to reschedule
for another day unless communicated by email about potential late arrival. Appointment
will go to waiting students.

Class website, pages: https://multimediatoolkit.me

https://multimediatoolkit.me/public-relations-courses/
Husky Agency: https://huskyagency.org
Facebook page: https://www.facebook.com/groups/COMMPublicRelationsProfessor-
Walsh/
This is a closed group Facebook page created specifically for students to learn how to
create posts, share public relations news and encourage professional development.
Twitter: @jannetwalsh
Class hashtag: #WalshPRSCSU
Tweetdeck, browser for Twitter: https://tweetdeck.twitter.com
LinkedIn: https://www.linkedin.com/in/jannetwalsh
Academic calendar: http://www.stcloudstate.edu/events/academic.asp

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Public Relations Reference, Study Guide from PRSA

http://www.praccreditation.org/resources/documents/apr-study-guide.pdf
PR Daily: http://www.prdaily.com
Institute for Public Relations: http://www.instituteforpr.org/
Institute for Public Relations Studies:
http://www.instituteforpr.org/research/ipr-signature-studies/

Required Course Materials

Required Text: Public Relations Cases, Ninth Edition, Jerry A. Hendrix,
Wadsworth Publishing Company, Belmont, California, 2013. (ISBN: 978-
1111344429)

Required Text: (****Need latest Edition) The Associated Press Style-

book and Briefing on Media Law, 2017 Edition, ISBN: 978-0-917360-66-4,
details https://www.apstylebook.com

Required Text: Wait, How Do I Write This Email?, Danny Rubin, 2016
Edition, ISBN: 978-0996349925, https://dannyhrubin.com/

Required Flash Drive, Hard Drive - Please purchase a reliable flash drive or portable
hard drive for saving your work during the semester. It is your responsibility to make
backup copies of your work. Bring your portable hard drive to every class meeting. Un-
fortunately, if you lose your work, it will be considered an invalid excuse. More details
are posted below in this syllabus.
See related blog post
https://multimediatoolkit.me/2015/11/13/got-personal-digital-storage-yet/

Additional resources
http://routledgetextbooks.com/textbooks/_author/smith-9780415506762/overviews.php
Useful links
http://www.routledgetextbooks.com/textbooks/_author/smith-9780415506762/links.php
Public Relations History
http://www.routledgetextbooks.com/textbooks/_author/smith-9780415506762/his-
tory.php

Supplemental readings may be supplied or read online throughout the course.

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Suggested Social Media Accounts

You will need the social media accounts listed below for this course. They are vital if
you are planning a career in public relations, and learning how to create a Social Media
Strategy for your career and clients.
Twitter, https://twitter.com
Facebook, https://www.facebook.com, create a page for career promotion, this is differ-
ent than your personal page.
LinkedIn, https://www.linkedin.com
WordPress, https://wordpress.com
Adobe Spark https://spark.adobe.com
Mail Chimp, optional, highly recommended, http://mailchimp.com
Snapchat, optional, highly recommended, https://www.snapchat.com
Instagram, optional, highly recommended, https://www.instagram.com
YouTube, optional, highly recommended, https://www.youtube.com
Other accounts as needed
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Student Learning Outcomes

1. Apply the basic principles of public relations in such areas as media relations, em-
ployee communication and community relations.
2. Write correctly and clearly in forms and styles appropriate for the different profes-
sions, audiences and purposes served.
3. Deliver a concise, coherent and interesting oral presentation.
4. Demonstrate an understanding of the diversity of peoples and cultures, and of the
significance and impact of mass communications in a global society.
5. Examine globalization of communication and culture in the global sphere.
6. Develop a public relations campaign to meet specific objectives developed from re-
search findings.
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Respect, Responsibility and Accountability

1. Respect - Students are expected to show respect to fellow students and the instruc-
tor at all times.
2. Responsibility - Read this syllabus carefully and follow it closely. It is the students
responsibility to be familiar with the class schedule and syllabus. The syllabus and
schedule will be updated during the semester. Make sure to check at least once a week
for updates.
3. Accountability - Students are accountable for all assignment deadlines and for fol-
lowing class policies described in class syllabus. Extensions for assignments must be in
writing, by email, with full details. A doctors note, or other documentation, will be re-
quired to evaluate requests. If you do not understand something, ask the instructor in
class or by email.
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Devices, penalties, class notes

1. Mobile devices during lectures - Mobile devices will be turned OFF in classroom
and be placed out of sight during class. Phone calls are not permitted at anytime in the
classroom. Do not check text messages, social media, email or anything else during
class. This is rude and is grounds for disciplinary action, with penalties. Give your full
and undivided attention to anyone who is speaking in class, including fellow students.
Exceptions to the policy will be announced in class.
2. Laptop computers and tablets - Students may use their laptop computer and iPads
or tablets in class. Proceed with caution - If you are seen checking social media or other
sites unrelated to the immediate topics being discussed in class, be prepared for penal-
ties to be imposed.
3. Penalties - Penalties will range from a warning for the first offense to a full grade de-
duction for the course. Give your full attention to the class, not your mobile device, while
you are in the classroom.
4. The internet - The internet is a very useful tool for research and in this class in par-
ticular we will be referring to it quite a bit. However, it should not be used as entertain-
ment while in class. Students are not permitted to surf the net, play games or use email
during class time.
5. Emergencies - If you have an emergency and must leave the classroom, please be
respectful of fellow students and the instructor. You are responsible for missed lecture
notes.
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Plagiarism
To plagiarize is to steal and pass off the ideas or words of another as ones own (Web-
sters Dictionary). Students found plagiarizing material from any secondary source will
receive a failing grade on the assignment, and may be subject to further disciplinary ac-
tion. Students should consult with the instructor to verify the proper citation style to be
used for specific assignments.

SCSU policy regarding academic dishonesty

http://www.stcloudstate.edu/studenthandbook/
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Academic Honesty Principles are expected

1. All submitted work must be your own. The work must be original and created exclu-
sively for this course.
2. When using the work or ideas of others, including fellow students, provide full credit
through accurate citations.
3. Ask for clarification if there is uncertainty about citation rules on a particular assign-
ment.
4. Maintain academic honesty on examinations and class assignments.

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5. Copying and pasting text written by another person without quotation marks, attribu-
tions or linking to original material is plagiarism.
6. You must have explicit permission to use an image in your assignments if you were
not the creator. Attribution is not the same as permission. Please be prepared to show
proof of permission or license for images you did not create in all assignments.
7. Music and audio used in assignments must be credited and you must have permis-
sion to use. Attribution is not the same as permission. Please be prepared to show proof
of permission or license for audio you did not create in all assignments.

Academic dishonesty will result in a failing grade for that assignment, minimum; or a
failing grade for the course, maximum.
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Attendance Policy
Students are responsible for all material discussed in class whether or not they attended
that day. A student who is absent is expected to get any missed notes, handouts or as-
signments from fellow students and online resources. Please do not ask the instructor to
repeat a lecture or class demonstration.

Dont come to class, expect poor grades

1. Failure to come to class typically leads to poor performance and late work. No exten-
sions on deadlines will be granted after missing class. A doctors note or other docu-
mentation will be required in evaluating leave requests.

2. Attendance is crucial in this class, because much of what you will learn comes from
class discussions and activities. Attendance is recorded at each class meeting.
Absences may be excused only if you discuss the need for your absences beforehand
(not right before class) with me and if there is a valid reason, such as illness.

3. Excused absence means you have communicated with me and received my Ok,
not just that you have left me a message. You are allowed one unexcused absence;
after that, each absence will subtract two points from your final grade. Three late
arrivals equal one absence, the same deductions as an unexcused absence. Late is
defined that you are not in the classroom when the class is scheduled to start.

4. When you are absent, you are responsible for any in-class assignments, notes, an-
nouncements, videos, and anything that went on in the class or classes you missed.
Late assignments will be allowed only with my express permission, and will not be ac-
cepted more than one week after the due date.

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Agency, team participation

You will be working in teams or groups for the majority of the courses. Students will be
evaluated by fellow team members for your participation and work, along with the over-
all evaluation by the instructor.
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Course Structure
This course will consist largely of hands-on use of various writing assignments or media
programs. Most weeks the instructor will lecture on new projects, new tools and tech-
niques, with students following along and completing exercises. There will be several
larger projects that span multiple weeks. Although some class time may be given for
these projects, it is expected that students will work several hours outside of
class to complete them.
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Digital Storage for Class Projects
It is the students responsibility to backup all work, and save in more than one lo-
cation.
1. The DataHD section of the lab computers
Students may create a folder for yourself and store work on the DataHD. This is located
on the Dock, the bar with the icon at the bottom of the computer. Proceed with caution:
The files are public and not safe. Computers can crash, wiping out files containing your
hard work. Locally stored files prevent students from moving to other computers/labs to
work. It's important to use more than one storage method.
2. SCSU server space
All students get 2GB of server space for storing files, which can be accessed through
the little paw icon in the dock on the Macs in 117 and 119, Stewart Hall.
Good: files are more secure and can be accessed from any computer on campus.
Bad: 2GB limit (not good for video), and not accessible when off-campus.
3. Small flash drive - at least 32GB (You might be able to use a small size flash drive
for this course.)
Good: The easiest way to back-up and store files. A 32GB or larger drive for video files.
Bad: Easy to lose, could fail, possible size limitation and video files have to be trans-
ferred to the desktop computer in order to edit.
4. Portable External hard drive
Note: Some portable hard drives must be formatted for use with a Mac. Get help in
class from the instructor if you have never formatted a hard drive before,** add
comma** or follow the directions from Apple.

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https://support.apple.com/en-us/HT201909
Good: Holds everything you will need. It's portable, secure, can edit video files directly
on drive. Available for checkout from the TV studio for use during video projects.
Bad: Cost can be an obstacle (starting around $50 or so), could be lost or stolen, could
fail and possible compatibility issues between Mac and PCs. There are USB ports on
the back of your computer to connect the external hard drive. Also, make sure you get a
portable external hard drive, about the size of your hand or it will be too heavy to carry.
Some hard drives need to be formatted before use. Sizes for storage start at about
500GB, then move on to 1T, 2T and more.
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Best Practices for digital storage

Students are encouraged to use redundant methodology. Save all files in at least two
different storage locations or devices to lessen the chance of lost files. Save your pro-
ject to your jump drive or portable hard drive and the DataHD in the lab computer.
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Where to buy flash drives and storage

The student computer store in the Miller Learning Resources Center has flash jump
drives and external storage. Make sure you say it's for a Mac. You can also find them in
stores that sell computer goods, like Apple, Best Buy and more. These are just sugges-
tions, as the responsibility is yours.
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Diversity
The SCSU Department of Mass Communications is committed to preserving and foster-
ing diversity and complying with the equity guidelines set up by the university. This class
recognizes diversity in the faculty, staff and students and strives to enhance the rich-
ness offered by this variety. It is important to be respectful of one another's thoughts
and ideas. It is expected that students, professor and guests treat everyone fairly, re-
gardless of gender, class, ethnicity, religion, disability, nationality or sexual orientation
(or anything else for that matter). This is not to say that students should refrain from of-
fering their opinions, defending their beliefs, or arguing against ideas with which they
disagree; however, it is expected that any such discussions be thoughtful and respect-
ful, as outlined above.
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Accommodations

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An affirmative action, equal opportunity employer and educator. SCSU is committed to a

policy of nondiscrimination in employment and education opportunity and works to pro-
vide reasonable accommodations for all persons with disabilities. Accommodations are
provided on an individualized, as-needed basis, determined through appropriate docu-
mentation of need. Please contact Student Disability Services, sds@stcloudstate.edu or
320.308.4080, office Centennial Hall 202, to meet and discuss reasonable and appropri-
ate accommodations. This syllabus is available in alternate formats upon request.
____________________________________________________________

Headphones
Students are encouraged to bring headphones or earbuds for those portions of the
class that deal with audio. Do not listen to music, videos during lectures or plan to
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Due Dates
Deadlines are treated seriously in this class. In the real world, missing
a deadline can damage your professional credibility and can lead to
dismissal by an employer.

All assignments will be delivered to the D2L. Projects, papers, presentations and exer-
cises with a stated deadline are due on the date and at the time specified and no later.

Assignments turned in late will lose points for every day they are late, - 5 percent
for each day class is in session, up to minus 40 percent, unless you receive approval for
an extension due to extenuating circumstances.

All late work will be graded as a final grade, with no

option to upgrade assignment. No exceptions.
All work must be turned in by the end of the final scheduled class for the semester.
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Grades
Project grades and comments, where applicable, will be posted to D2L or sent by email.
It is the student's responsibility to make sure his/her work has been posted to the D2L
and review grades. If D2L lists a project grade as missing, it is most likely because the
instructor did not receive the project, or it is largely incomplete.

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It is the student's responsibility to make sure their work has been completed and re-
ceived by the instructor. Students may redo and resubmit work that was submitted
by the deadline. Students have one weeks to resubmit corrected work after it has
been graded, as long as that time period falls within the term. Final projects, and any
projects not graded by the end of the term are ineligible for re-do.

If the resubmitted piece improves on the original project, a new (better) grade will be
posted in place of the old grade. Redone work that is of equal or lesser quality will not
be penalized (the grade will remain the same). Please note that point loss due to
lateness cannot be made up.
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Writing Style and File Submissions

Associated Press, AP, Style will be used for all assignments. Any written assignment
that does not follow the format guidelines will not be accepted and will be given a grade
of zero. No work will be accepted in all capital letters, grade of zero will be given. Have
your AP Style book ready to use during each class.

Quick reference for AP Style https://multimediatoolkit.me/ap-style-essentials/

12-point Arial Font - Unless otherwise specified, all written assignments must be typed
with a 12-point Arial font, Double-spaced and framed by one-inch margins.

Deduction of -5 points or 5 percent is deducted for not using 12-point Arial Font in Word,
double-space. This cannot be updated if assignment is resubmitted for second review.

All Capital Letters - No work will be accepted in all capital letters, grade of zero will be
given, with no option to update.

File naming and page formatting

1. Word Documents - All Word documents must have file that corresponds to the as-
signment, no unnamed or untitled documents will be accepted. Only Word Documents
will be accepted. You might be requested submit both a Word doc and PDF of the
same file.

First Page Only - Top of all Word Documents must have:

Your Name
Course Name
Assignment Title
Date of submission

Format for Word File:

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Date of submission
First and Last Name
Assignment Topic

Not acceptable: untitled

Acceptable: 081517JannetWalshWebsite, or 081517JannetWalshResearchTopic

Deduction of -5 points or 5 percent is deducted for not properly naming Word Document
file. This cannot be updated if assignment is resubmitted for second review.

2. Word Documents - Footer of each paper must contain: Date, Student name,
SCSU email and page numbers if more than one page.

Deduction of -5 points or -5 percent is deducted for not properly formatted page. This
cannot be updated if assignment is resubmitted for second review.

3. All files, other than Word, must be named, no unnamed files will be accepted.
Not acceptable: untitled
Acceptable: Date of submission, First and Last Name, Assignment Topic
081517JannetWalshLogo, 081517JannetWalshwebanner

Deduction of -5 points or -5 percent is deducted for not properly formatted. This cannot
be updated if assignment is resubmitted for second review.

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Why all the fuss about writing style?

If you are submitting a news release or other information to the media that is poorly writ-
ten, requires several edits or not written in standard AP style, your work will lack credi-
bility, and is likely be ignored and never used.

Mechanics, Factual Errors

Strong mechanical writing skills are expected from all students. Any assignment con-
taining a major factual error will receive a grade of 50. A major factual error is defined
as one that gives the wrong information to the audience, including such things as mis-
spelling terms and expressions, or incorrect identification of key sources. Errors doing a
minor disservice to the reader will be graded somewhat more leniently; remember, all
factual errors will be considered serious.

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Review before deadline

If you need help or want to have your assignment reviewed by the instructor before the
deadline, do this in class, by email or make an appointment. No assignments will be
reviewed 24 hours before the deadline by email. Please plan accordingly. Reviews
within 24 hours before deadline will be done as time permits.
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Assignments
Graded Assignments

Part I: Individual Assignments (40% in total)

1. Class Attendance and Participation 5%

2. Professional Development 15%

Biography, Husky Agency Application, LinkedIn profile and
WordPress Portfolio
* Additional required work for Grad Student in COMM
548. Students responsibility to schedule appointment
with professor in first week of class to create plan.

3. Weekly Writing 20%

Daily Journal Submitted at end of
semester
Current deadline will be Nov. 9, 2017
There will be no option to update after submission.
Notes from class and all topics in textbooks
https://multimediatoolkit.me/notes-public-relations-cases/
Public Relations in Action
Public relations Process
Media Relations
Social Media
Internal Communications
Community Relations
Public Affairs and Government Relations
Investor and Financial Relations
Consumer Relations
International Public Relations
Relations with Special Publics
**Must be submitted using template available in D2L. See format
requirements listed above.

Part 2: Team Agency Assignments (60% in total)

4. Campaign Preparation Assignments 20%
Media Plan, Social Media and more as needed

5. Final Strategic Communications Plan 30%

and Presentation

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6. Peer Evaluation 10%

TOTAL 100%

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Assignment Descriptions
All students are expected to read assigned readings prior to the start time of class.
All assignments are delivered in D2L. If you miss the deadline your work will be graded
as it is first delivered to the instructor with any penalties that will be applied.

Part I: Individual Assignments (40% in total)

1. Class Attendance and Participation, 5%
Attendance and participation is vital for this course. See details listed above about at-
tendance.

2. Professional Development, 15%

* Additional work is required for Graduate Students in COMM 548

Extra credit for COMM 548 will include professional development. This is the graduate
students responsibility to make arrangements to talk to the instructor in the first week of
the semester. A written plan will be established.

3. Weekly Writing, 20%

Format and writing style: See requirements listed above for requirements.

Daily Journal Submitted at end of semester. You will need to be taking notes during
class. Highly recommend if you can, type in class using the temple on your laptop com-
puter or if in the lab, the iMacs. If you plan to write in a notebook, simply take a photo
with smartphone or scan the page, paste in Word document to avoid additional work.
Please ask for help. Template will be posted in the D2L. A journal submission is re-
quired for each day you are in class. You are responsible for all missed days and
notes. You can share your notes if you want with fellow students, but are not ob-
ligated or required to share. If you have questions, please ask instructor.

Note: You will find helpful notes from course textbook, Public Relations Cases

https://multimediatoolkit.me/notes-public-relations-cases/

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Spelling and Grammar: Spelling and grammar, and good writing in general, are also
crucial to your grade in this course. Edit and proofread your written assignments care-
fully. Instructor will work with writing challenges. Do not turn in rough drafts.

Part 2: Team Agency Assignments (60% in total)

4. Campaign Preparation Assignments, 20%
Students will be working as a team or agency. A complete list will be announced in
class. The project will be posted online. https://huskyagency.org

5. Final Strategic Communications Plan and Presentation, 30%

The team or agency members will give a final presentation for the course. This will be
the equivalent of the final exam. Professional dress or business casual is required as if
you were working in an actual public relations firm. Please talk with instructor if you
have any questions.

6. Peer Evaluation, 10%

Your attendance, participation, contribution will be evaluated by your fellow students.
You must complete a review and also review yourself. If you do not complete a review,
you will not receive credit for this section of the course, resulting in an entire grade de-
duction for the final grade.
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Extra Credit
There is no extra credit for this course. You will be expected to complete assignments
by deadlines as you are working in a public relations agency. Work above and beyond
is expected in this capstone course.
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Potential Client Contacts

SCSU Student organizations
http://www.stcloudstate.edu/campuslife/get-involved/default.aspx
Community Service and Volunteer Opportunities
http://www.stcloudstate.edu/campuslife/get-involved/community-service-and-volunteer-
opportunities.aspx
St. Cloud Chamber of Commerce

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http://www.stcloudareachamber.com/
Minnesota Public Relations Society of America, PRSA
http://www.minnesotaprsa.org/
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Course Schedule
https://www.stcloudstate.edu/events/academic-fy18.aspx
Fall Semester 2017
No assignments accepted by email unless requested.
Date Topic Readings Assignments
Deadlines
Week 1
August 1. Introductions, APR Study Guide, start at pages 16 and Weekly Writing Assign-
21 25 review syllabus 20 http://www.praccreditation.org/re-
and schedule sources/documents/apr-study-guide.pdf ment
2. Define public Public Relations Cases see chapters 1 1. Write short professional biog-
relations and 2 raphy, including career goals. (First
3. Topics for Note: As some students might not have or Third Person)
team or agency fi- your textbook yet, use the APR Study Instructors short biography:
nal project Guide and other resources online. https://multimediatoolkit.me/about/
4. Journal Tem- See student About Pages
plate WordPress Online Portfolio and https://multimediatoolkit.me/student-
LinkedIn Profile discussed. wordpress-sites/
If you are enrolled in COMM 436/536 in 2. Use the format listed in the sylla-
this semester you will NOT create a bus for Weekly Writing.
second portfolio or LinkedIn profile. 3. Will discuss in class, Week 2
Friday, August 25 4. Deliver to D2L, deadline Mon-
Last Day to Drop Full Term Courses with day, Aug. 28, 2017, 8:30 am.
5. Bring Printed copy of biography to
No Financial Obligation
class to read out loud and work with
peers in class on Aug. 28.
Portable Hard Drive and One Drive

UTVS Gear Checkout List signup

Week 2

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August 28 1. Be prepared to WordPress and LinkedIn HUSKY AGENCY

September discuss in class.
1 2. Discuss cover Read chapters 1 and 2 in Public Rela- APPLICATION
letters and re- tions Cases
sume Resume, cover letter templates
3. How to sign Requirements for Husky Agency available at Career Tool Kit
cover letter on Application https://multimediatoolkit.me/career-
PDF *1. Resume tool-kit/
2. Cover letter
3. At least professional work samples 1. Submit your resume and cover
Templates for resume and cover letters letter for the agency positions for this
found at Career Tool Kit course. The agency is called the
https://multimediatoolkit.me/career-tool-kit/ Husky Agency,
https://huskyagency.org
2. Cover letters will be addressed to
Next Assignment due: Husky Agency Assistant Professor Jannet Walsh,
Application Deliver to D2L, deadline use the Mass COMM address at
Wednesday, Sept. 6, 2017, 8:30 am. SCSU. Hint: Salutation is Professor
Walsh.
----------------------------------------------------
You must sign your cover letter by
**** Biography Deliver to D2L, deadline hand, meaning you will first to print,
Monday, Aug. 28, 2017, 8:30 am. sign with ink, scan. Or can sign PDF
electronically.
Bring Printed copy of biography to class to
read out loud and work with peers in class 3. Apply for as many positions as you
on Aug. 28. want, but must state the two positions
you prefer or most interested. De-
Address: scribe your experience, skills and re-
Jannet Walsh lated career goals.
Assistant Professor 4. Submit three samples of your
Department of Mass work, such as writing, PR cases,
Communications video, websites more.
125 Stewart Hall Agency positions include:
St. Cloud, MN 56301-4498 Campaign Manager
Social Media
Email: jlwalsh1@stcloudstate.edu Media Relations
Office: 320-308-5258 Event Coordinator
Media Analyst
4. The cover letter should only be one
page in length.
5. The resume should be one page in
length with a second page for refer-
ences, if you have references.
6. Husky Agency Application De-
liver to D2L, deadline Wednesday,
Sept. 6, 2017, 8:30 am.

Week 3

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September 1. Be prepared to Read chapter 3, Media Relations 1. Write a paper describing a Media
48 discuss in class. Be prepared to discuss in class, Week 4. Relations Plan for the Husky Agency
2. Discuss cover final team project. See Proposal
Monday, Media relations posted in D2L, posted under Husky
September Husky Agency Application Deliver to Agency to prepare your Media Rela-
4 D2L, deadline Wednesday, Sept. 6, tions Plan.
Labor Day 2017, 8:30 am. 2. Use the format listed in the sylla-
Holiday, No bus for Weekly Writing.
Classes; Of- 5. Will discuss in class, Week 4
fices Closed 6. Media Relations - Deliver to D2L,
deadline Wednesday, Sept. 11,
2017, 8:30 am.

Week 4
September Discuss Media WordPress and LinkedIn 1. Write a paper describing a social media
11 - 15 Plan, Social Me- plan for the Husky Agency final team pro-
dia and Final Pro- Read chapter 4, Social Media ject.
2. Use the format listed in the syllabus for
ject Be prepared to discuss in class, Week 5
Weekly Writing. Headings can be larger
than 12 point to make the paper easier to
Discuss Campaign, duties and class read. Use this format during the entire
course unless noted.
Due: Media Relations Plan - Deliver to 5. Will discuss in class, Week 5
D2L, deadline Wednesday, Sept. 11, 6. Social Media Plan - Deliver to D2L,
2017, 8:30 am. deadline Wednesday, Sept. 18,
2017, 8:30 am.

Week 5
September Discuss Social Husky Agency Duties assigned Husky Agency Duties Assigned
18 - 22 Media Plans, Details in class about next assign-
Campaign Plan ments,

Week 6
September Agency Work Husky Agency Duties assigned Agency duties - Deliver to D2L, dead-
25 - 29 line Wednesday, Oct. 2, 2017, 8:30
am.

Week 7
October Agency Work Husky Agency Duties assigned Agency duties - Deliver to D2L, dead-
2 -6 line Wednesday, Oct. 11, 2017, 8:30
am.

Week 8

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 Jannet Walsh

October Agency Work NO classes Oct 9 and 10 Work on Agency Project

9 -13
Class meets
WordPress Portfolio and LinkedIn -
October 11 due October 11, 2017, D2L, 11:59
pm
Monday, October 9 Tuesday October
10 Fall Break, No Classes

Faculty Duty Day Workshop/Assess-

ment October 10

Week 9
October Agency Work Agency Work Work on Agency Project
16 -20

Week 10
October Agency Work Work on Agency Project Agency Work due
23 -27

Week 11
October Agency Work Agency Work Agency Work
30 to
November
3

Week 12
November Agency Work Class meets Agency Work
6 - 10
November 6 and 8 Submit Daily Journal, due Novem-
Friday, November 10 ber 9, 2017, D2L, 11:59 pm
Veterans Day Holiday Observed, No Clas-
ses; Offices Closed Peer Evaluation
Reflections
UPDATE to come

Week 13
November Agency Work Final preparation for presentation Agency Work
13 - 17

Week 14

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 Jannet Walsh

November Agency Work Final preparation for presentation Review of course, completed in
20 to 24 class.
Wednesday, November 22 - Friday, to
November 24 ***Finish outstanding assignments.
Student Thanksgiving Break

No Classes; Offices Open November

22, Offices Closed November 23 and
November 24
Thanksgiving, November 23

Tuesday, November 21 Last date to

withdraw for full term courses
Note: Withdrawal deadline dates for all
courses, including courses meeting less
than full term, display in e-Services under
view/modify course schedule

Week 15
November Final Final presentation on November 29. All Agency work submitted for
27 to presentation course.
December 1 Note: You must attend and participate
in the final Presentation. 10 percent de- Due November 26 in the D2L, 11:59
ducted from assignment if absent with- pm
out doctors note or official documen-
tation.

Week 16
December Everything is Work on outstanding work in class. All outstanding personal work is
4 to 8 due. due December 6 in the D2L, 11:59
pm

Week 17
DONE
December
11 to 15 No final exam. Office and Lab: Meet DONE!
with professor for help, arrange to visit
Final Exam if needed
Week
Friday, December 15
Commencement; Faculty Duty Day
Monday, December 18 Friday,
January 5, 2017
Student Winter Break

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 Jannet Walsh

Monday, December 18 Friday,

January 5, 2017
Student Winter Break

_________________________________________________________

Grades

Grades
98 to100%, A+
93 to 97%, A
90 to 92%, A-
87 to 89%, B+
83 to 86%, B
80 to 82%, B-
77 to 79%, C+
73 to 76%, C
70 to 72%, C-
67 to 69%, D+
63 to 66%, D
60 to 62%, D-
(60% is needed to pass)

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 Jannet Walsh

59% or fewer,
F, Fail

Base Grading Rubric

Excellent, A Good, B Fair, C Poor, D
Learning outcome: Apply the basic principles of public relations in such areas as media relations, employee communication and
community relations.

A. The project demonstrates
the basic principles of public
relations in such areas as me-
dia relations, employee com-
munication and community re-
lations.
B. The project demonstrates
the basic principles of public
relations, but could use some
refinement and polish to make
it more professional in quality.
C. The project is fair. There
are numerous weaknesses
with style or written elements
that need to be improved to
raise the project to a profes-
sional level.
D. The project poorly demon-
strates the basic principles of
public relations, requiring sig-
nificant improvements to be
considered professional
quality.

Learning outcome: Write correctly and clearly in forms and styles appropriate for the different professions, audiences and pur-
poses served.

A. The project shows a thor-
ough understanding in writing
correctly and clearly in forms
and styles appropriate for the
different professions, audi-
ences and purposes served.
B. The project shows a good
understanding of writing cor-
rectly and clearly in forms and
styles appropriate for the differ-
ent professions, audiences and
purposes served.
C. The project shows a basic
understanding of writing cor-
rectly and clearly in forms and
styles appropriate for the differ-
ent professions, audiences and
purposes served.
D. The job search project
shows only a minimal under-
standing or writing correctly
and clearly in forms and styles
appropriate for the different
professions, audiences and
purposes served.

Learning outcome: Deliver a concise, coherent and interesting oral presentation.

A. The project shows a thor-
ough understanding of the de-
livering a concise, coherent
and interesting oral presenta-
tion.
B. The project shows a good
understanding of delivering a
concise, coherent and interest-
ing oral presentation.
C. The project shows a basic D. The project shows only
understanding of delivering a minimal understanding of deliv-
concise, coherent and interest- ering a concise, coherent and
ing oral presentation, however, interesting oral presentation.
several mistakes may have
been made, or elements of the
project are missing.

Learning outcome: Demonstrate an understanding of the diversity of peoples and cultures, and of the significance and impact of
mass communications in a global society.

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 Jannet Walsh

A. The project shows a thor-
ough understanding of under-
standing of the diversity of peo-
ples and cultures, and of the
significance and impact of
mass communications in a
global society.
B. The project shows a good
understanding of the diversity
of peoples and cultures, and of
the significance and impact of
mass communications in a
global society, but it could use
some refinement and be ex-
panded upon.
C. The project shows a cur-
sory understanding of the di-
versity of peoples and cultures,
and of the significance and im-
pact of mass communications
in a global society.
D. The project demonstrated
little, if any, understanding of
the diversity of peoples and
cultures, and of the signifi-
cance and impact of mass
communications in a global so-
ciety.

Learning outcome: Examine globalization of communication and culture in the global sphere.

A. The project demonstrated
exceptional understanding of
globalization of communication
and culture in the global
sphere.
B. The project demonstrated
good understanding of globali-
zation of communication and
culture in the global sphere.
C. The project demonstrated
just a cursory understanding of
globalization of communication
and culture in the global
sphere.
D. The project demonstrated
little, if any understanding of
globalization of communication
and culture in the global
sphere.

Learning outcome: Develop a public relations campaign to meet specific objectives developed from research findings.

A. The project demonstrated
exceptional understanding to
develop a public relations cam-
paign to meet specific objec-
tives developed from research
findings.
B. The project demonstrated a
good understanding to develop
a public relations campaign to
meet specific objectives devel-
oped from research findings,
but it could use some refine-
ment and be expanded upon.
C. This project demonstrated
just a cursory understanding to
develop a public relations cam-
paign to meet specific objec-
tives developed from research
findings, but it could use some
refinement and be expanded
upon.
D. The project demonstrated
little, if any, understanding to
develop a public relations cam-
paign to meet specific objec-
tives developed from research
findings.

###

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