Course Description:

This course is divided into three main parts. The first is a quick overview of what Public Relations (PR) is, its historical development, the trends affecting PR today and how PR companies and departments work. The second discusses the key elements of PR work:  research, planning, communication, evaluation and persuasion.  This second part includes writing and speaking techniques that are essential for effective PR; considerable emphasis is given to press/media  releases and relations with the media. Since students in this class will be participating in the Elevator Pitch Competition and the Triggering Change Pitch, our Public Speaking work will involve specific training to this end. The third concentrates on corporate reputation and crisis management.

Throughout, this course will discuss the increasing importance of ESG (Environment, Social and Governance) issues as they define the changing role of corporations, governments and institutions in society today.  Specifically, this semester students will be learning about using PR for public campaigns. The class will be tasked with two hands-on projects: how to gain support the Ultra Low Emissions Zone (ULEZ) in London and for a hypothetical campaign to promote recycled drinking water in London. 

Special attention will be devoted to the technique of storytelling and persuasion, and students will be expected to be able to create and evaluate a good story, one of the key strategies and techniques used in PR today to promote ideas, people and organizations.

Our work on research will emphasize the importance of developing an "Anthro lens" that helps develop seek an out-of-the-box understanding of situations. 

Class readings and discussion will revolve around actual people, issues and companies which are shaping the world of PR in the US and abroad.  This means that students are expected to read newspapers, magazines and journals and to be generally up to date on what's happening in PR. Free subscriptions to several media outlets are provided.

Class discussion is an important part of the course and contributions from students who typically have very diverse backgrounds is enriching for all involved.  Class participation is therefore a must.

 Course Objectives:

1. To understand the role of PR in public and private companies, governments, nonprofit organizations and agencies, in the U.S. and abroad, and to appreciate how the discussion on ESG is affecting these roles. Special emphasis is placed on public policy campaigns specifically on ESG issues.

2. To appreciate the value of PR in solving problems and shaping policy.

3. To understand the link between credibility and reputation, and how the concept of reputation is evolving.

4. To appreciate the ethical considerations involved in PR.

5. To recognize the composite nature of today’s publics and the challenges they pose for PR practitioners.

6. To appreciate the communication channels used in PR, how they are evolving, and how differently they must be addressed. Management of the media will be an important part of the learning outcomes.

7. To learn the basics of effective communication, both written and oral.  Students will be expected to know how to write a press release and adapt it to different media in different countries. Students will participate in John Cabot's Elevator Pitch Competition, which aims at providing a venue for short, persuasive presentations, and will be expected to have mastered the fundamentals of effective Public Speaking.

8. To understand the principles of crisis management and how crises can be turned into opportunities. The role of apologies will be discussed at length.

9. To understand the importance of research in PR and to develop an "Anthro lens" in analysing complex situations.

10. To learn how to distinguish the key characteristics which help evaluate a PR plan. 

11.  To understand the bases of persuasion.

12.   To know how to create an effective PR plan

Learning Outcomes:

1. To understand the role of PR in public and private companies, nonprofit organizations and agencies, in the U.S. and abroad, and to appreciate how sustainable capitalism is driving change in society and PR.

2. To appreciate the value of PR in solving problems and shaping policy. Specifically, we'll be learning about shaping policy on ESG issues (carbon emissions and water shortage).

3. To understand the link between credibility and reputation, and how the concept of reputation is evolving.

4. To appreciate the ethical considerations involved in PR.

5. To recognize the composite nature of today’s publics and the challenges they pose for PR practitioners.

6. To appreciate the communication channels used in PR, how they are evolving, and how differently they must be addressed. Management of the media will be an important part of the learning outcomes.  The ability to spot and create a good story is also an expected outcome.

7. To learn the basics of effective communication, both written and oral.  Students will be expected to know how to write a press release and adapt it to different media in different countries. Students will participate in John Cabot's Elevator Pitch Competition, which aims at providing a venue for short, persuasive presentations, and will be expected to have mastered the fundamentals of effective Public Speaking.

8. To understand the principles of crisis management and how crises can be turned into opportunities. The role of apologies will be discussed at length.

9. To understand the importance of research in PR and how to develop an out-of-the box "anthro lens".

10. To learn how to distinguish the key characteristics which help evaluate a PR plan. 

11.  To understand the bases of persuasion.

Bus 320 Spring 2024

Week 1: 

Week 1:  What PR is (and is not) and PR Evolution in History

Course and class introduction: What is PR?

Evolution of PR. Wilcox, chapter 2 and selected readings on Moodle

Week 2: 

PR Today, The PR Industry

PR Today, main trends, issues and challenges

The PR industry, main players, winners and losers. What’s it like to work in PR?

Wilcox, chapters 1 and 4

Week 3: 

PR Industry Trends and Ethics

Ethics and Professionalism, Wilcox, chapter 3

Trends in the PR industry: rankings, consolidation, changing skills

Week 4:

Research, Evaluation & Program Planning

Research, Wilcox, chapter 5

Evaluation, Wilcox, chapter 8

Program Planning. Wilcox, chapter 6

Discussion and assignment of group projects

Week 5: (Make up day Feb 16)

ESG, Sustainability, Persuasion, Public Opinion and Audiences

Discussion on ESG, sustainability and PR, water scarcity

Presentation of program planning exercises by students

Public Opinion, Audiences and Persuasion.  Wilcox, chapters 7 (pp. 178-88), 9 and 11 and further readings on Moodle

Week 6:

Public Speaking & Persuasion/Public Opinion continued

Public Speaking guidelines and workshop in view of upcoming pitches (Elevator Pitch is due March 12)

How do you motivate for the public good? Readings on Moodle

Week 7:  Spring Break

Week 8:

Trust and Reputation

The Edelman Trust Barometer and selected material on Moodle

Reputation

Week 9:  

Thinking out of the box & Foreign Press visit & Elevator Pitch (due March 12)

Please read Gillian Tett’s book Anthro Vision, chapters 2, 6, 7 and Conclusion; post your comments on the Forum discussion on Moodle

Visit to Foreign Press Association, Visit to Edelman Rome

Week 10:    Midterm Review and Midterm

Week 11:  The Media and Press Releases

Wilcox, chapter 14 and material on Moodle

Press release exercises

Week 12:  

Water Scarcity, Sustainability, Persuading for the public good

Class discussion and group presentation check

Week 13: 

Conflict Management & Triggering Change Pitch due (April 12)

Conflict Management.  Wilcox, chapter 10 and readings on Moodle

Week 14:

Group Presentations

Group presentations delivered in class

Week 15:

Final exam review