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Advanced PR Lecture I

Administrative information Introduction to Course style and Material
by

Martin Pavlicek

on 26 September 2016

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Transcript of Advanced PR Lecture I

How to successfully navigate the Advanced PR course
Lecture 1 - Orientation and Introduction
The course builds on Cream dela Cream of knowledge gained in the Public Relations Principles class

Real - life case studies.Behind the scenes tips. Insights into PR - the good the bad and the ugly. Communications strategies and executions. Sub-fields of communication. Cases.

Let you taste the reality of PR work. Structure. Fun.
Course Purpose
How the hell do I get my content into media???
Discover fields of corporate comms. and PR
Situational and swot analysis in PR - where the hell are we?The development and implementation of strategy - how the hell do we achieve the goals?
Relationships of the public sphere, media and corporate . Planning the campaigns
Learning
Objectives
Public Relations Strategies and Tactics
Perfect PR
Public relations Principles and practice
Strategic Public Relations: 10 Principles to Harness the Power of PR
Additional Readings:


•Participation / Attendance (10% of Grade)
Quality over quantity

•Exams: Mid-term quiz (20% of Grade) and Final (30% of Grade)
written test: multiple choice, fill in the blanks and short/long essay questions

•Home assignment - Case Study (20% of Grade)
CRITICAL analysis of a case study

•Team Project (20% of Grade)
The students will be divided into teams to prepare and present a project
Methods and Criteria for Evaluation:
Letter Grade Percent (%) Generally Accepted Meaning
A 95-100 Outstanding work
A- 90-94
B+ 87-89 Good work, above the average
B 83-86
B- 80-82
C+ 77-79 Acceptable Work
C 73-76
C- 70-72
D+ 67-69 Work that is below average
D 63-66
D- 60-62
F 0-59 Work that does not meet the minimum
standards for passing the course
Grading Scale
Attendance does not equal participation
Quality over quantity. High quality participation = extra points. Extra poor participation = I usually look funny at you and say something like "oh, that is a load of BS" and move on.
Respect to others' different opinions
Encourage discussion and questions
No stupid questions, just stupid answers!
Smart vs smartass - thin red line, your choice
Yellow card + yellow card = red cart, then you are sent off
Attendance and
Participation
Week 1: Introduction to Advanced PR – administrative information, expectations, defining PR and structure of the course.
Week 2: Employee relations - internal comms.
Week 3: Media, investor and trade unions relations
Week 4: Public and government affairs
Week 5: CSR and reputation management
Week 6: Public events

Week7: CELEBRATION OF KNOWLEDGE 1
Course schedule 1/2

Week 8: PR strategy and planning
Week 9: Management of corporate communication
Week 10: Crisis communication management
Week 11: Classical PR vs PR 2.0, Social media and PR
Week 12: PR and ethics
Week 13: Team project presentations
Week 14: PR campaign planning, measuring of effectiveness and PR research

WEEK 15: FINAL CELEBRATION OF KNOWLEDGE
Course schedule 2/2
What do you think of PR?
What I expect from this class
I am very interested in / not interested in
Introduction
Strategic Planning for Public Relations

Ronald D. Smith, Lawrence Erlbaum Associates, Inc (2002)
Required readings:
The course will use the following main text book available in the library or scanned on e-learning
start NOW
In groups, 10 minutes written definition
Definition
of PR ?
To establish and maintain mutually beneficial
RELATIONSHIPS
(wait for it)
...between organizations and various publics
Phase one: Formative research
Phase two: Strategy
Phase three: Tactics
Phase four: Evaluative research
Nine Steps of Strategic
Public Relations Process
Situation analysis
Organization analysis
Analyzing the publics
1: Formative
research
Goals and Objectives
Formulation of actions and response strategies
Using effective communication
2: Strategy
Choosing the right tactics
Implementing the strategic plan
3:Tactics
research the aftermath of your sophisticated communication attempt
4:Evaluative research
For next class read Introduction
(pages 1 -13)
and Formative research step 1+2
(pages 17-38)
Have a great rest of the week
WEEK 2
UNYP Alumnus (BA, MA and MBA)
(CEZ GROUP, Unipetrol, UPC, HAVAS)
Self Introduction
Likes:
enthusiasm, openness, friendly and professional communication, solution orientation, to the point delivery, precise, common sense, creativity and flow.

Dislikes:
quantity over quality, smart-ass
approach, not paying attention and
respect, essays and presentations
inflated with words.
I used to suffer from schizophrenia but we are ok now
Essays - your OWN work and will be discussed from topic to creation to final copy. Some topics maybe excluded to preserve my mental health.

Tests are not open book. No portable devices on the table. No ear devices. Any communication between students results in one grade drop in the exam. Second warning means a failed test.
Plagiarism and
cheating

Internal communication specialist - CEZ
Spokes person -CEZ
Social media strategist - CEZ
Director of corporate communication - Unipetrol, UPC
Managing director - HAVAS


SURPRISE case study

COURSE ORIENTATION - stuff we will do together where hopefully you end up getting a passing grade. Me and how to avoid making me unhappy. Mutually beneficial topic for all of us.

YOU AND YOUR EXPECTATIONS - what do you expect? How can I fulfill your expectations, dreams and secret (PR related) desires?

DEFINING WHAT IS PR? What is it? Is it what I think it is?
Do we all think that? If we`re all thinking that, does it mean someone in this room is not thinking at all?
Todays Shenanigans
Letter Grade Percent (%) Generally Accepted Meaning
A 95-100 Outstanding work
A- 90-94
B+ 87-89 Good work, above the average
B 83-86
B- 80-82
C+ 77-79 Acceptable Work
C 73-76
C- 70-72
D+ 67-69 Work that is below average
D 63-66
D- 60-62
F 0-59 Work that does not meet the minimum
standards for passing the course
Grading Scale
Attendance does not equal participation
Quality over quantity. High quality participation = extra points. Extra poor participation = I usually look funny at you and say something like "oh, that is a load of BS" and move on.
Respect to other's other opinions
Encourage discussion and questions
No stupid questions, just stupid answers!
Smart vs smartass - thin red line, your choice
Yellow card + yellow card = red cart, you are sent off
Attendance and
Participation
Essays - your OWN work and will be discussed from topic to creation to final copy. Some topics maybe excluded to preserve Martin`s mental health.

Tests are not open book. No portable devices on the table. No ear devices. Any communication between students results in one grade drop in the exam. Second warning means a failed test.
Plagiarism and
cheating


Czech republic is hit by a methanol crisis. People are dying from severe health complications following consumption of low quality alcoholic drinks with methanol. The government of the country has decided to issue a prohibition law - banning sale of all alcoholic beverages with higher than 20% content of alcohol. What are your immediate steps as a PR representative of:

1) Ministry of Health
2) Czech bar association
3) Black Angels bar (popular cocktail establishment in PRG)
4) Mayor of Karlovy Vary
FIRST CASE STUDY - PROHIBITION CZ September 2012
Letter Grade Percent (%) Generally Accepted Meaning
A 95-100 Outstanding work
A- 90-94
B+ 87-89 Good work, above the average
B 83-86
B- 80-82
C+ 77-79 Acceptable Work
C 73-76
C- 70-72
D+ 67-69 Work that is below average
D 63-66
D- 60-62
F 0-59 Work that does not meet the minimum
standards for passing the course
Grading Scale
Attendance does not equal participation
Quality over quantity. High quality participation = extra points. Extra poor participation = I usually look funny at you and say something like "oh, that is a load of BS" and move on.
Respect to other's other opinions
Encourage discussion and questions
No stupid questions, just stupid answers!
Smart vs smartass - thin red line, your choice
Yellow card + yellow card = red cart, you are sent off
Attendance and
Participation
Essays - your OWN work and will be discussed from topic to creation to final copy. Some topics maybe excluded to preserve Martin`s mental health.

Tests are not open book. No portable devices on the table. No ear devices. Any communication between students results in one grade drop in the exam. Second warning means a failed test.
Plagiarism and
cheating
Full transcript