Module Code and Title:         ACM301 Public Relations

Programme:                          BA in Mass Communication

Credit Value:                         12

Module Tutor:                       Lindsay Kamakahi

General objective: This module aims to introduce the fundamental concepts of public relations in relation to how communications are organized strategically internally and externally. The module will build on the skills learned in Principles of Communication Science and Cultural Diversity in Communication to examine how messages are constructed for distribution amongst appropriate public audiences for specific purposes. The module explores everyday circumstances to maintain an organization’s message and brand image to ensure it is maintained during unexpected situations. The module will touch on various needs of diverse organizations and their messages and brand images that result in everyday circumstances and their approaches to unexpected situations.

Learning outcomes – On completion of this module, students will be able to:

1. Identify organizational settings and key stakeholders within an organization.
2. Discuss public relations goals and objectives of an organization within professional and legal considerations.
3. Compose action and response strategies for internal and external communications.
4. Differentiate internal relations and employee communications with external relations.
5. Analyse successful and unsuccessful public relations cases.
6. Contrast public relations needs of key sectors such as business, politics, non-profit/CSO, health care and education.
7. Create a public relations strategy and plan.

Learning and Teaching Approach:

Assessment Approach:

A. Individual Case study analysis: Portion of Final Mark: 20%

Students will individually analyse PR case studies to present to the class. Different approaches may be used to illustrate the case studies including, but not limited to: role plays, video, debate, or presentations. Students will present two case studies to the class over the semester of 4-8 minutes. Each is assessed out of 20, and the two marks are averaged to get the final mark for this assessment.

2%       Explanation of background summary of case

8%       Discussion of detailed analysis of opposing factors

4%       In-depth explanation of correct choice for this case

3%       Relevance of argument related to goals and objective of organization

3%       Appropriateness of presentation style

B. Individual PR plan and strategy: Portion of Final Mark: 20%

Students will individually be responsible for preparing a PR plan and strategy for a different hypothetical or real-world situation that will be distributed in class. Using background information on the organization provided, students will identify key stakeholders, relevant internal and external groups to communicate with, and the variety of mediums that each group should use for this task. Students will also prepare a brief social media correspondence to the general public and identify the medium to send it, and also a short 200-word press release concerning the situation. The above tasks should be compiled into written plan report. A detailed assignment description and rubric will be provided.

5%       Identification of key stakeholders, internal and external groups, and method of communication for each

5%       Appropriateness of social media correspondence to public and medium

5%       Appropriateness of press release to public

5%       Brief rationale of response plan and strategy.

C. Midterm examination: Portion of Final Mark: 15%

Students will be required to sit for a written midterm examination of 1.5 hr duration proving their theoretical grasp of the concepts, as well as their ability to apply the concepts using practical examples.

D. Individual Discussion on VLE: Portion of Final Mark: 15%

Each student will be required to actively participate in the discussion session at least twice a week. Participation in discussion should be drawn from assigned texts or other readings, analysis of other student’s comments, and add to the relevance of the topic and objectives of the module. Students should ask questions, reflect on understanding of the topics and comment to other’s comments to add information, data or researched points to the topic and demonstrate their understanding of the question.

5%       Ability to demonstrate understanding of discussion question.

5%       Ability to add additional resources, answer questions and keep the conversation going

3%       Level and quality of discussion responses

2%       Grammar, mechanics, citation of materials, frequency of posts

Pre-requisites: CTH203 Contemporary Media Theory and Practice, CTH204 Cultural Diversity in Communications

Subject matter:

1. Unit I: Overview of public relations: what is it, who needs it and evolution of the field
   • Defining the public
   • Contemporary public relations: typical roles and responsibilities
   • Practitioners: communication managers, communication specialists, marketing, crisis managers, public relations officers and other roles played in organizations
2. Unit II: Formative research and analysis background for identifying stakeholders
   • Historical origins and evolution of an organization
   • Analysing organizations to define the role of public relations in a specific organization
     • Placement of a public relations department within upper management, separate department, ground level or everyone associated with organization
   • Identifying and Analysing publics and stakeholders
     • Identifying investment and funding that goes into the organization: seen, unseen and affiliated causes
     • Coordinating the audiences: loyalty, cause based, frequency of involvement, need-to-know information
     • Staying updated with their needs and reconciling differences

3. Unit III: Foundation knowledge and strategy associated with public relations professionals: acceptable practices for respectable delivery in the profession
   • Professionalism and ethics: building the foundation for the job
     • Defining fact from “truthiness”
     • What amount of “spin” is used
     • Keeping stakeholders informed
     • Staying true to the mission, vision and values of the organization
   • Legal considerations and working with upper management
   • Adjustment and adaptation
   • Communication theory and context in the organization
   • Establishing goals and objectives
   • Formulating action/response strategies: what to and not to do
     • Case Study: Tylenol and loyalty (1982)
     • Case Study: Pepsi Cola (1993)
     • Case Study: Odwalla (1996)
     • Case Study: Cadbury in India (2003)
     • Case Study: Red Cross tweet (2011)
     • Case Study: Toyota recall (2009)
     • Case Study: Nestle Maggi in India (2015)
     • Case Study: KFC in UK (2018)
   • Using effective communication in public relations
     • Selecting the medium
     • Action plans for crisis and communication
     • Getting the media involved in celebrations
     • Conversing with clients and potential clients
     • Using stakeholders to positively convey messages
     • Using consumer feedback and give credit where credit is due
   • Internal relations and employee communication: spot issues and diffuse before they are problems
     • Training the people who speak to the public
     • Involvement from top down in the mission and vision
     • Conducting regular meetings with the customer service agents
     • Cross training departments
     • Discussing people and job descriptions
     • Encouraging group creativity
     • Conducting training in learning gaps
     • Encouraging time for education and upgrading skills
   • External media and relations and maintaining the image: leave it to the public relations team
     • Training the gatekeepers
     • Using transparency
     • Updating the press releases/filler
     • Inviting the media in and handling the press
     • Creating professional working relationships
     • Engaging the community

4. Unit IV: Management process and tactics within public relations
   • Defining public relations problems
     • Scams, rivals and ethical problems
     • Social media
     • Threat of a single/few dissatisfied individual(s) spreading discontent
     • Being prepared
     • Envisioning crisis situations and solve them before they happen
   • Planning and programming
     • Collaborating with industry experts
     • Transparency: benefits for growth
   • Choosing communication tactics
     • Identifying types of communications
     • Determining the “face” of a message
     • Accepting responsibility immediately
   • Implementing a strategic plan
     • Knowing the players
     • Discussing the plan
     • Taking a unified stance
   • Taking action and communication
     • Briefing internal and external groups to avoid rumours
     • Explaining urgency and importance on agreed upon plan
     • Taking internal questions and concerns
     • Purpose and need for press briefings
     • Communicating with stakeholders
   • Evaluating research plan/program
     • Evaluating program for future scenarios
     • Discussing problems with communication approach
     • Analysing lessons learned
     • Revising strategic plans
     • Revisiting plans and programs on a regular basis
   • Evaluating strategy
     • Analysing turnover rates and reasons concerning employees
     • Analysing company plan in regards to growth and mission statement
     • Analysing new resources available
     • Discussing new training sessions for different departments
     • Evaluating that everyone is on the same page and where the gaps are

5. Unit V: Comparative analysis of practices in different sectors: Differentiated needs in services by industry
   • Business and industry
   • Government and politics
   • Military and public affairs
   • Non-profits and NGOs/CSOs
   • Healthcare
   • Education

Reading List:

1. Essential Reading
   • Asia column: Lessons from Nestlé's crisis in India. (n.d.). Retrieved from http://www.ethicalcorp.com/stakeholder-engagement/asia-column-lessons-nestles-crisis-india
   • Regester, M., & Larkin, J. (2008). Risk issues and crisis management: a casebook of best practice. London: Kogan Page.
   • Smith, R. D. (2016).Strategic planning for public relations.
2. Additional Reading
   • Deuschl, D. (2016). Travel and tourism public relations. Routledge.
   • Fearn-Banks, K. (2016). Crisis Communications: A Casebook Approach (Routledge Communication Series).
   • Holtz, S. (2002). Public relations on the net: winning strategies to inform and influence the media, the investment community, the government, the public, and more!New York, NY: AMACOM.
   • Newsom, D., & Carrell, B. (1995). Instructors manual for public relations writing: form and style. Belmont, CA: Wadworth.
   • Scott, D. M. (2015). The new rules of marketing & PR: how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. Hoboken, NJ: J. Wiley & Sons.
   • Seib, P. M., & Fitzpatrick, K. (1995). Public relations ethics. Mason, OH: Thomson Wadsworth.
   • Smith, L., & Mounter, P. (2005). Effective internal communication. London: Kogan Page.
   • Thussu, D. K. (2000). International communication: continuity and change. London: Hodder Arnold.
   • Treadwell, D. (2005). Public relations writing: principles in practice. Sage Publications.

Date:  May 14, 2018