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San Francisco State University Instructor: Dr. Deborah Lowe Office: BSS 344 Phone 338-2202 email: dlowe@sfsu.edu Internet Age Public Relations Managing the Good News and the Bad News Course Description This course examines the role of proactive corporate public relations and crisis marketing communications in creating a positive corporate image with diverse publics including media, industry, government, investor, employee, customer, and community groups. It focuses on creating a strategic communications plan for both positive news and disasters both in real time and on-line.. Emerging technology for internet media sites, global news conferences, video news releases, videoconferencing and multimedia presentations will also be covered. Included is experience creating a press kits with a news event, media coaching, and a crisis press conference simulation. Texts: Public Relations Practices. Allen H. Center, Patrick Johnson. Fifth Edition Marketing 867 Course Guide. (At Kinko's in Stonestown) _______________________________________________________ Mon Orientation. Public opinion. Types of publics. Writing to an audience. Proactive public relations definition Creating a virtual Internet image Read: Guide-what is in a press kit. Read Chap 1 and 2 for next class. Mon Feb 9 Lecture: Internet Public Relations-Creating an image on the World Wide Web. Group Organization Read Guide: How to create a positive image in a community Read Case 10=2 A Classic Baby Formula: This case will be part of your midterm-a take home portion. 7-1 NASSP, News media as a feedback source 7-2 Alar and PR p. 269 Chap 3. Case 3-3 Sohio's Moving Day p. 57 Mon Feb 16 Holiday. Presidents Day..no class! Mon Feb 23 Client Meeting Reminder: Group Assignment Draft DUE THE WEEK AFTER THE MIDTERM: Lecture: Graphics, Image repackaging Read Guide on Creating an event/image. Read Cases 8-1 Values on a Collision Course Case 8-2 Reproductive Rights Case 8-8 Mothers Against Drunk Driving Mon March 2 Lecture:The significance of color in PR and collateral materials. Community relations. Read Guide-Segmentation/Vals/Baby Busters/Women/Baby Boomers. Mon March 9 Lecture-Segmentation and Issues Management. Research techniques in public relations. Lecture-Planning for International Virtual Special Events Brainstorming News Concepts-Communication methods. Speakers Bureau's. Read Guide/Creating an image/Color/Segmentation Strategies for Baby Boomers, Busters, Women, Men, International, Stanford Research Vals Segments For Next Time Read Book Case 4-4 The Struggle for Nuclear Power Case 4-5 Nuclear Waste Goes Down the Drain Case 4-6 Employees are the most persuasive medium Mon March 16 Lecture: Corporate advertising/Corporate ad examples. Consumer Relations and Corporate Images. Creating Good Internal Employee images Read Case 8-3 Take Your Choice Tobacco or healt Case 3-1 Aids in the Workplace Case 3-2 Employee Satisfaction Case 3-4 Motorolas Quest for Quality. Review for midterm. Remember Take home case due next week.Product Disasters/Consumer Relations Case 10-2 A Classic Baby Formula Mon March 23 In class Midterm. Take home case due today. Mon March 30 Group Assignment on Logo/Draft due Lecture: Ambush interviews. Humanizing the Company Image when you are a Target for Activists Case 7-8 Dealing with the media in a sticky situation Case 9-1 Beer and Cookies Case 7-4 The lights go on at an electric utility Investor Case due next time. Tues Mar 26 Lecture: Working with Government-State and Federal Agencies. Legal aspects of PR Investor Relations and the Government Employee and Investor Relations-Creating an Internal image Read Investor Relations Case 5-1 A Classic on Wall Street April 6-11 Spring Break Mon April 13 Lecture: Crisis Management Marketing Communications Managing marketing Communications and planning: The role of strategic crisis planning for the Corporate Crisis Manager Read Guide on Crisis: Read Book on Crisis Case 9-2 Bhopal and Valdez Case 10-2 Baby Formula Raises Questions Case 5-2 Nader Takes on General Motors Case 9-4 Established Relationships Save a Landmark company Case 10-1 Fundraising-A question of Trust Mon April 20 Press conferences-Group presentation Crisis Expert Guest Mon April 27 Press kit due Lecture: Video news releases. Reaching different trade publics/mass publics to create an image. Lecture: Multimedia, videoconferencing, publicity with movies Read Guide on VNR's 6-2 Hamburger Wars Case 6-2 Changing Kingdom of Coors Mon May 4 Press kits back for editing changes. Client Presentations in PR-Selling the concept Group work on final presentation Mon May 11 Client Presentations Mon May 18 Lecture: niche public relations Review Mon May 26 Final exam -Remember take home case due today. |
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