Bus 320 Spring 2022
Week 1: Jan 17: What PR is (and is not) & PR Evolution in History
Course and class introduction
The evolution of PR: Wilcox, chapter 2
Assignment of the “Adopt a PR Firm” Project”, due March 15
Week 2: Jan 24: What is PR (cont’d), Working in PR: Departments and Firms, PR Worldwide, Ethics
What is PR, PR departments and firms, PR Worldwide, Career Profiles:
Wilcox, chapters 1, 4 and 20 and selected material on Moodle
Ethics and Professionalism: Wilcox, chapter 3 and other material on Moodle
Week 3: Jan 31: Research and Program Planning
Research: Wilcox, chapter 5 and selected material on Moodle
In-class discussion of Case Activity: Wilcox pp. 142-43
Program Planning: Wilcox, chapter 6 and selected material on Moodle
In-class discussion of Case Activity: Wilcox pp. 161
Week 4: Feb 7: Program Planning (cont’d), Evaluation
Program Planning: Wilcox, chapter 6
Evaluation: Wilcox, chapter 8
Assignment of the Program Plan Project, due April 18
MAKE-UP DAY: FEBRUARY 11
Week 5: Feb 14: Communication, Persuasion, Audiences, Public Opinion & Public Speaking
Communication: Wilcox, chapter 7 and selected material on Moodle
Public Opinion & Persuasion: Wilcox chapter 9
Storytelling: why it is so effective
Public Speaking: preparation for the Elevator Pitch Competition
MAKE-UP DAY: FEBRUARY 18
Week 6: Feb 21: Communication, Persuasion, Public Speaking, (cont’d) + Diverse Audiences
Communication, Persuasion, Public Speaking, cont’d.
Storytelling, cont'd.
Diverse Audiences: Wilcox chapter 11
Week 7: Feb 28: Trust and Reputation, Corporate Responsibility, ESG
Stretching the boundaries of Corporate Responsibility; Environmental, Social and Governance priorities; the changing role of CEO’s
The Edelman Trust Barometer & selected material on Moodle
Week 8: Mar 7: Trust and Reputation, Corporate Responsibility, ESG (cont’d)
Student presentations: Who is your ESG champion and villain? Students will present one example of ESG villain and champion
Selected material on Moodle
Week 9: Mar 14: Midterm and Presentations
Midterm
Week 10: Mar 21: Spring Break
Week 11: Mar 28: The Elevator Pitch & The Media and Press Releases
Wilcox, chapter 14 and material on Moodle
Presentations of Adopt a PR Company project
Unbundling a news story from its origins to the audience
Elevator Pitches are due
Week 12: Apr 4: The Media and Press Releases (cont’d)
Press releases are due
Week 13: Apr 11: Conflict Management
Conflict Management. Wilcox, chapter 10
Week 14: Apr 18: Conflict Management (cont’d) & Program Plan Presentations
Program Plan presentations due
Class discussion and further reading
Week 15: Apr 25: Final Exam review
Week 16: May 2: Final exams