PUBRL305-22B (HAM)

Public Relations Campaigns

15 Points

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Division of Management
School of Management and Marketing

Staff

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Convenor(s)

Margalit Toledano

Margalit Toledano
9303
MSB.4.33
See Moodle
margalit.toledano@waikato.ac.nz

Lecturer(s)

Administrator(s)

: helena.wang@waikato.ac.nz

Placement/WIL Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: yilan.chen@waikato.ac.nz

You can contact staff by:

  • Calling +64 7 838 4466 select option 1, then enter the extension.
  • Extensions starting with 4, 5, 9 or 3 can also be direct dialled:
    • For extensions starting with 4: dial +64 7 838 extension.
    • For extensions starting with 5: dial +64 7 858 extension.
    • For extensions starting with 9: dial +64 7 837 extension.
    • For extensions starting with 3: dial +64 7 2620 + the last 3 digits of the extension e.g. 3123 = +64 7 262 0123.
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Paper Description

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During the trimester students will develop a professional strategic PR programme for a real organisation. They will suggest solutions for the organisational problems and identify opportunities for growth. The PR programme is designed to help the organisation to achieve its goals. Students will conduct extensive research to guide their strategy, and work stage by stage to develop a professional, creative, cost effective, and practical plan for action, within budget. Students will also suggest methods for evaluating their plan's outcomes. The different teams' programmes will be marked according to professional criteria of consistency between analysis, goals, objectives, strategy, action plan, and evaluation methods, as well as its creativity and responsiveness to the organisation's needs.
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Paper Structure

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This paper is taught through a weekly lecture and tutorial. Lectures will be delivered in class and on zoom. The recorded lecture will be avaialble on the paper's Moodle page under Panopto.

The class will be divided into teams. According to student numbers, one team might also consist of students who would take the paper online.

Each team will work as a "public relations agency" throughout the trimester to produce a public relations campaign programme for an organisation. Teams will meet at least once a week in the tutorial to make decisions, share tasks, and develop the agency's proposed programme. A research plan and initial proposal will be submitted for feedback during the first half of the trimester. The final campaign programmes will be submitted for marking and then the teams will present their programmes to a panel of judges consisting of a representative of the client organisation, a representative of the PR industry, a University of Waikato management communication graduate, and the paper's convenor. The panel will select the best proposal.

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Learning Outcomes

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Students who successfully complete the paper should be able to:

  • Develop collaborative teamwork and decision making skills
    Linked to the following assessments:
    • Campaign 1: Research Plan (1)
    • Campaign 2: Strategy (2)
    • Campaign 3: Final PR Strategic Programme (4)
    • Campaign 4: Group oral presentation (6)
  • Conduct research and use it as basis for strategic planning
    Linked to the following assessments:
    • Campaign 1: Research Plan (1)
    • Campaign 3: Final PR Strategic Programme (4)
  • Plan creative PR activities
    Linked to the following assessments:
    • In-Class Case Test (3)
    • Campaign 3: Final PR Strategic Programme (4)
  • Identify evaluation methods for measuring their programme's outcomes
    Linked to the following assessments:
    • In-Class Case Test (3)
    • Campaign 3: Final PR Strategic Programme (4)
  • Demonstrate professional writing and design
    Linked to the following assessments:
    • Campaign 3: Final PR Strategic Programme (4)
  • Practice oral and communication skills
    Linked to the following assessments:
    • Campaign 4: Individual oral presentations (5)
    • Campaign 4: Group oral presentation (6)
  • On completion of this paper students are expected to be able to prepare a strategic PR campaign programme
    Linked to the following assessments:
    • Campaign 3: Final PR Strategic Programme (4)
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Assessment

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Assessment consists of a significant amount of group work as well as individual assignments. Group work includes peer evaluation in the last week of the trimester and the mark for the group's programme and presentation will be shared accordingly.
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Assessment Components

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The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. There is no final exam. The final exam makes up 0% of the overall mark.

The internal assessment/exam ratio (as stated in the University Calendar) is 100:0 or 0:0, whichever is more favourable for the student. The final exam makes up either 0% or 0% of the overall mark.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. Campaign 1: Research Plan
5 Aug 2022
12:30 PM
10
  • Online: Submit through Moodle
2. Campaign 2: Strategy
12 Sep 2022
12:30 PM
15
  • Online: Submit through Moodle
3. In-Class Case Test
29 Sep 2022
10:00 AM
30
  • In Class: In Test
4. Campaign 3: Final PR Strategic Programme
10 Oct 2022
12:30 PM
20
  • Online: Submit through Moodle
5. Campaign 4: Individual oral presentations
20 Oct 2022
10:00 AM
15
  • In Class: In Tutorial
6. Campaign 4: Group oral presentation
20 Oct 2022
10:00 AM
10
  • In Class: In Tutorial
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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Required and Recommended Readings

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Required Readings

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Smith, R. D. (2017). Strategic planning for public relations. (5th ed.). New York, NY: Routledge.

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Recommended Readings

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Coombs, W. T., & Holladay, S. J. (2010). PR strategy and application: Managing influence. Malden,MA: Wiley-Blackwell.

Lattimore, D., Baskin, O., Heiman, S. T. & Toth, E. L. (2012). Public relations: the profession & the practice (4th ed.). New York, NY: McGraw Hill.

Clampitt, G. C. (2018). Social media strategy: Tools for professionals and organizations. Thousand Oaks, CA: Sage

Lutteral R.M., & Capizzo L.W. (2021) Public relations campaigns: An Integrated approach. (2nd ed.). USA: Sage

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Online Support

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This paper uses Moodle to provide week by week content. Groups as well as individual assignments are submitted via Moodle except the oral presentations assignment.

Previous students have very successfully used social media platforms to collaborate and communicate with their agency members. Current students are welcome to do the same. To communicate with teaching staff please use email and CC all your team members.

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Workload

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Students should expect to complete 150 hours of work over this trimester including recess and study week. Work should be shared by all team members and all students should be committed to their team and contribute to all stages in the process of developing the programme.
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Linkages to Other Papers

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As a capstone paper, PUBRL305 applies existing knowledge and skills taught in other papers. Students are required to complete PUBRL101 Introduction to public relations before enrolling in PUBRL305- Public relations camapigns. PUBRL201 Media relations and publicity, PUBRL 204 Public relations writing and PUBRL 303 Events management are especially relevant and helpful for students taking the PUBRL305 paper. .
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Prerequisite(s)

Prerequisite papers: PUBRL101

Corequisite(s)

Equivalent(s)

Restriction(s)

Restricted papers: MCOM333

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