1 ADV 400G: Public Relations in the Digital Age

Tuesday & Thursday, 12:30 PM to 1:50 PM

Armory 331

Instructor:
Owen Kulemeka (okuleme2@illinois.edu)
PhD-Communications & Media (University of Illinois 2011)
MA-Public Relations (Univ. of Maryland 2003); Bachelor-English (Univ. of Maryland 2000)

Office Hours: Wednesday, 1-5pm, Room 209 Armory Building

Email and UIUC Compass: Class related material will be sent to your UIUC email and posted on UIUC Compass
website. Check your accounts regularly for updates.

Required text: David Phillips & Philip Young Online Public Relations (2009; 2nd Edition; ISBN 0749449683)
Additional readings and power point slides will be placed on Compass.

Course Description
New media technologies and media platforms such as social networks (Facebook), micromedia (Twitter), live-
casting (Ustream), social video (YouTube), white label video (Brightcove), location services (Foursquare), app-
stores (iTunes), and smart devices (iPhone, Blackberry) are transforming ideas about public relations (theories &
models) and how public relations campaigns are carried out (practice). This course will examine this
transformation. Students in the course will:

• Examine how these new technologies & media platforms are being used in modern public relations campaigns.

• Learn how to use new technologies & media platforms to plan, implement, & evaluate public relations
campaigns.

• Develop an understanding of how new technologies & media platforms of the past (e.g. broadcast television)
transformed the practice of public relations; how new technologies and media platforms of the present (e.g.
Facebook, Twitter) are transforming contemporary public relations.

• Gain insight into how new technologies & media platforms fit within existing ideas on what it means to be
effective/ethical in public relations; how they are also challenging ideas about ethics/effectiveness in public
relations.

Goals and Objectives of Course: At the course’s conclusion, students will be able to:

• Describe how the modern practice of public relations is being transformed by new technologies & media
platforms; explain how, in the past, new technologies & media platforms transformed public relations.

• Demonstrate an understanding of the basic ways public relations campaigns that utilize new technologies
and media platforms are implemented.

• Create a digital public relations plan that outlines how new technologies and media platforms can be used to
identify and reach targets in a public relations campaign.

• Use new technologies and media platforms to conduct planning research before a campaign.

• Create and distribute social network, micromedia, livecasting, social video, white-label video, podcast, and
crowd sourced content in a public relations campaign

• Create and distribute sms, location-based, app-store, curated network, picture, document, wiki, web
publishing, social bookmark, lifestream, and blog content in a public relations campaign
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• Identify the ethical and effectiveness issues a public relations practitioner should be aware of when
utilizing new technologies and media platforms.

Course Policies

Deadlines: Deadlines are firm and will be strictly enforced. The penalty for late work is a full grade per
day late. No assignment will be accepted four days after the established deadline. Be sure to review my
comments and make sure you understand any concepts or answers you may have missed.

Class Attendance & Absences: No absences are allowed except in the case of medical and family
emergencies. These must be verified by a note from the University of Illinois emergency dean. Please
note that periodically, we will have in-class and take home activities. These can be made up only if the
absence was excused.

Communication: Students are encouraged to visit, call, or email the instructor often as they want or need.
Most course-related problems can be resolved if they are jointly addressed by the instructor and students
early in the semester.

Academic Dishonesty: Please be aware of the university guidelines regarding academic integrity, which
can be found at the following website: http://admin.illinois.edu/policy/code/ Academic dishonesty
includes such things as cheating, inappropriate use of university equipment/materials, fabrication of
information, plagiarism (presenting someone else’s work from any source as your own), and so on. All
forms of academic dishonesty will be considered a serious offense of university policy. Any student who
violates the university academic integrity policy will receive a failing grade for this course.

Special Accommodations: Any student who feels s/he may need an accommodation based on the impact
of a disability should contact me privately to discuss your specific needs. Please also contact the
Disability Resources and Educational Services (DRES) office at (217) 333-1970 (V/TTY) or in person at
1207 S. Oak St. Champaign, IL 61820 to coordinate reasonable accommodations for students with
documented disabilities. They can also be reached online at http://www.disability.uiuc.edu/

Exams and Quizzes: Material on exams and quizzes will be from the book, readings, videos, and material
presented during the lecture (visuals). Lectures complement but do not always duplicate the readings.
Please note that it is your responsibility to obtain notes/information from a classmate if you miss class.

Classroom Etiquette: Please make sure your cell-phones are completely turned off (not on vibrate) before
class starts. Since this is a class in which you will expected to listen and contribute to the discussion,
please refrain from non-class related web-surfing on laptops, checking email, or texting on phone/email
devices.

Class members have varied histories, life experiences and knowledge. The success of the course depends
on the participation of each individual in class discussions and exercises. Discussion should focus on
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concepts and ideas covered in class and the course materials. Everyone should be respectful of all others
in the class and to work to create an atmosphere which fosters interesting and engaging conversation.

Major Assignments Explained:

New Technologies and Platforms Research Paper

In this project you will write a report examining one of the following topics:

• Location based services (e.g. Brightkite, Foursquare) and public relations

• Measuring the effectiveness of new technologies and media platforms in public relations

• Crowdsourced Content (e.g. Digg, Reddit) content and public relations

• Collaboration services (e.g. Google Documents, Zoho) and public relations

• Micromedia (e.g. Twitter, Tumblr) and public relations

• Lifestreams (e.g. Tinker, Blippy) and public relations

• SMS/Voice and public relations

• Interest/Curated networks (e.g. Ning, LinkedIn) and public relations

• Social Bookmarking (e.g. Stumbleupon, Del.icio.us)

• Social Networking (e.g. Facebook, Google Bozz) and public relations

• Social video (e.g. Youtube, Vimeo) and public relations

• Music services (e.g. Pandora, Lifefm) and public relatiosn

• Smart devices (e.g. iPad, Tablets) and public relations

• Smart Phones (e.g. iPhone, Droid) and public relations

• Image services (e.g. Flickr, Picasa) and public relations

• App Stores (e.g. iTunes, Android) and public relations

• Social Games (e.g. Zynga) and public relations

• Blogging platforms (e.g. Blogger, Wordpress) and public relations

• Document services (e.g. Scribd, Thinkfree) and public relations

• Mashups (e.g. Vcasmo) and public relations

• The information technology productivity paradox and its implications on public relations

• Privacy, media technologies/media platforms, and public relations

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• Ethics, public relations, and new technologies/media platforms

• The digital divide and its implications on public relations

Guidelines and due date: See attached document labeled “Research Paper.”

New Technologies and Platforms Public Relations Campaign Project:

This is the major project of the class. Working individually or in a group, you will create a public relations
campaign for an organization using new media technologies and media platforms. You will perform the
following tasks:

Research:

• Use new technologies and media platforms to conduct background research to learn about the organization
(e.g. competitors, regulators).

• Explain the situation that requires new technology and media platform public relations campaign.

Planning

• Identify the public or publics that will be the target of your campaign.

• Specify what objective you intend to achieve and the strategy you will use.

• Explain the new technologies and media platforms you will utilize

• Develop a unifying theme for the campaign messages

• Develop a calendar for the campaign.

• Draft a checklist on how you will evaluate your campaign

Implementation

• Carry out the campaign using new technologies and media platforms

Evaluation

• Measure the success of the campaign using new technologies and media platforms

Presentation

• Share the experience with class in a final presentation that uses new technologies and media platforms.

Guidelines and due date: See attached document labeled “New Technologies and Media Platforms Public
Relations Campaign Project.”
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New technologies and media platforms public relations portfolio

In this project, you will create a professional new technology and media platform portfolio which is critical for

a career in digital public relations. You will:

• Draft and revise an electronic resume for a digital public relations position using library resources and the

Career Center’ “Drop-In” Resume Review Service or UIUC Writer’s Workshop

• Draft and revise a cover letter for a digital public relations position using library resources and

Career Center’s “Drop-In” Cover Letter Service or UIUC Writer’s Workshop

• Obtain electronic appropriate letters of reference from employers, teachers, and volunteer supervisors.

• Compile, revise, and digitize samples of academic and professional writing.

• Compile, revise, and digitize of academic and professional design.

• Compile, revise, and digitize of academic and professional pr events.

• Design and publish an electronic “print quality” copy of your portfolio.

• Design and implement a www version of your portfolio.

Guidelines and due date:

See attached document labeled “New technologies and media platforms public relations portfolio.”

Assessment:

Quizzes, Exams, and Exercises:

200 Points Final Exam

200 Points Midterm

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100 Points 4 Take Home Quizzes

50 Points Class Exercises + Take Home Exercises

50 Points Media Tracking Exercise

Projects

200 Points Campaign Project

100 Points Research Paper

100 Portfolio Project

Grading

967-1000 Points A+

934-966 Points A

900-933 Points A-

867-899 Points B+

834-866 Points B

800-833 Points B-

767-799 Points C+

734-766 Points C

700-733 Points C-

667-699 Points D+

634-666 Points D

600-633 Points D-

599-0 Points F

Course Calendar

This calendar may change when the need arises (for example, due to weather closings). Changes will be
announced on Compass and via your UIUC email. Make sure to check your email and Compass frequently
because I communicate electronically on a regular basis. If you have any questions, email me. All reading
material (except for the text book) can be found on Compass.
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WEEK 1:

Tuesday (August 22)

Introduction to class; Review of syllabus & course policies

Thursday (August 26)

What is a public relations? An introduction and history

Readings:
Course Packet Section on What is Public Relations? An Introduction and history

Additional readings:
• Two-Way Symmetrical Public Relations: Past, Present and Future by James Grunig
• The role of public relations in management and its contribution to organizational and societal
effectiveness by James Grunig

WEEK 2:
Tuesday (August 31)
The current state of the public relations industry

Readings:
Course Packet Section on The State of the Public Relations Industry

Additional reading:
The State of the Public Relations Industry by Huntsworth

Thursday (September 2)
All media were once new media: A history of new technology and media platforms in public relations

Readings:
Course Packet Section on All media were once new media

Additional readings:
Harlow (1952) Practical Public Relations chapter on Television
Award (1985) The Power of Public Relations chapter on Technology
Plank (1985) The Revolution in Communications

WEEK 3:
Tuesday (September 7)
Ignore, isolate, idolize, and integrate:
Common approaches to the use of new technologies and media platforms in public relations

Readings:
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Course Packet Section on Ignore, isolate, idolize, and integrate

Additional reading:
Richard Heeks (1999) The approach of senior public officials to information technology-related reform

Thursday (September 9)
First reengineer and then automate:
Avoiding failure when using new technologies and media platforms in public relations

Readings:
Course Packet Section on First reengineer and then automate

Additional readings:
Chandler, D. (1995) Technological or Media Determinism,
http://www.aber.ac.uk/media/Documents/tecdet/tecdet.htmlHargittai, E. (2003).

Brynjolfsson, E. (1993). The Productivity Paradox of Information Technology Communications of the ACM.

Chua, A. (2009). Exhuming IT projects From their graves: An analysis of eight failure cases and their risk
factors. Journal of Computer Information Systems 49 (3), pp. 31-39

Pan, G. (2005). Information systems project abandonment: a stakeholder analysis. International Journal of
Information Management. Volume 25, Issue 2, Pages 173-184

Oz, E. (2000) Why information systems projects are abandoned: a leadership and communication theory and
exploratory study, Journal of Computer Information Systems (1), pp. 66–79.

WEEK 4:
Tuesday (September 14)
Listening to, understanding, and segmenting your online audience:
The first step in a digital public relations campaign

Readings:
Course Packet Section on Listening to, understanding, and segmenting your online audience

Class Exercise: Using Technorati, Nielsen Intelliseek, Lexis Nexis Blog Search, & Goggle Blog Search to
listen to, understand, and segment your audience.

Thursday (September 16)

Drafting your digital public relations plan:
The second step in a digital public relations campaign

Readings:
Course Packet Section on drafting your digital public relations plan

Class Exercise: Using Hootsuite, Socialoomph, Socialtalk, Contextoptional, Virtue SRM, and
Salesforce.com Service Cloud to plan to your digital public relations campaign.
WEEK 5:

Tuesday (September 21)

Implementing your digital public relations plan on social networks:
Facebook, Bebo, Orkut, and Myspace
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Readings:
Course Packet Section on social networks

Class Exercise: Utilizing Facebook Markup Language (FBML) to enhance Facebook fanpages.

Thursday (September 23)

Implementing your digital public relations plan on micromedia sites: Twitter and Tumblr

Readings:
Course Packet Section on micromedia

Class Exercise: Creating hashtags to enhance tweeting at live events

WEEK 6:

Tuesday (September 28)

Implementing your digital public relations plan on blogs: Blogger and Wordpress

Readings:
Course Packet Section on blogging sites

Class Exercise: Utilizing the new blogger dashboard to personalize a blog

Thursday (September 30)

Implementing your digital public relations plan on social video: Youtube, Vimeo, & Bliptv

Readings:
Course Packet Section on social video

Class Exercise:
Low cost flash video camcorders for creating high definition video for YouTube and Vimeo

WEEK 7:

Tuesday (October 5)
Implementing your digital public relations plan white-label video: Brightcove, Ooyala, Fliqz, & Twistage
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Readings:
Course Packet Section on white-label video

Special Presentation: White-label video

Thursday (October 7)
Implementing your digital public relations plan through livecasting: Ustream, Stickam & Livestream

Readings:
Course Packet Section on livecasting

Class Exercise: Livecasting an event through Ustream

WEEK 8:

Tuesday (October 12)

Implementing your digital public relations plan through podcasting and music: Podomatic

Readings:
Course Packet Section on podcasting and music

Class Exercise: Creating podcasts with Audacity

Thursday (October 14)

Implementing your digital public relations plan through wikis and web publishing: Wix, Weebly,Wetpaint, and
Yola

Readings:
Course Packet Section on wikis and web publishing

Class Exercise: Creating Yola and Weebly sites

WEEK 9:
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Tuesday (October 19)

Implementing your digital public relations plan through document sites: Scribd, Thinkfree, Empressr, Vcasmo

Readings:
Course Packet Section on document sites

Class Exercise: Creating a Vcasmo mashup

Tuesday (October 21)

Implementing your digital public relations plan through crowdsourced: Digg, Reddit, and Mixx

Readings:
Course Packet Section on crowd sourced content

Class Exercise: Creating and promoting crowd sourced content

WEEK 10:

Tuesday (October 26)

Implementing your digital public relations plan through iPhone, iPod, and iPad Apps

Readings:
Course Packet Section on Apple apps

Special Presentation: iPhone App creation

Thursday (October 28)

Implementing your digital public relations plan through Android, Blackberry, Symbian, & Windows Mobile
Apps

Course Packet Section on Android, Blackberry, Symbian, & Windows Mobile Apps

Special Presentation: Android App creation

WEEK 11:
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Tuesday (November 2)
Implementing your digital public relations plan through location based services: Foursquare and Brightkite

Readings:
Course Packet Section on location based services

Class exercise: Publicizing an event through Foursquare

Thursday (November 4)
Implementing your digital public relations plan through SMS & Voice:

Course Packet Section on SMS/Voice

Class exercise: Publicizing an event through SMS

WEEK 12:

Tuesday (November 9)
Implementing your digital public relations plan through image services: Flickr and Picasa

Readings:
Course Packet Section on image services

Class exercise: Publicizing events through Flickr

Thursday (November 11)

Implementing your digital public relations plan through social games: Zynga and SGN

Course Packet Section on social games

Special Presentation: Social Games Creation

WEEK 13:
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Tuesday (November 16)

Evaluating your digital public relations campaign using technology centered platforms: Radiant 6, Cymfony,
Scoutlabs, and Buzzlogic,

Readings:
Course Packet Section on technology centered platforms.

Class exercise: Assessing effectiveness using technology based platforms

Thursday (November 18)

Evaluating your digital public relations campaign using human centered platforms:
PRIME Research & Millward Brown

Readings:
Course Packet Section on human centered platforms.

Special Presentation: Research in new media

WEEK 14:

Tuesday (November 30)

Project Presentations

Thursday (December 2)
Project Presentations

WEEK 15:

Tuesday (December 7)
Project Presentations & Last Day of Class

FINAL EXAM:

Wednesday (December 15)

7.00pm to 10pm