PUR 6610 OnlineGlobal Reputation Management

Spring 2015

Note: This syllabus and schedule is subject to change. Please check Blackboard regularly for the most recent version.

Instructor: Judy VanSlyke Turk, PhD, APR Fellow PRSA

Phone: 804-319-6568 (mobile)305-919-5777 (office)

E-mail: jturk@fiu.edu

Office: Room 326, ACII, BBC

Office hours: Wednesdays 2-5 pmThursdays 12-3 pm

If my office hours are not convenient, please call me (305-919-5777) or e-mail me (jturk@fiu.edu) and we will set up an appointment.

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General Course Information Course Description and PurposeThis course familiarizes students with the role and value of strategic communication in developing and sustaining an organization’s global reputation, identity and image. Students review reputation management literature and study reputation management cases dealing with ethics, social responsibility, employee relations, community engagement, media relations, integrated marketing communication, investor relations, and issues and crisis management.

Course Objectives Gaining an understanding of and appreciation for the role and value of strategic

communication in developing and sustaining an organization’s global reputation Becoming familiar with the theoretical foundations of reputation management Becoming familiar with contemporary trends and issues in reputation management Increasing understanding of key stakeholders/publics and factors that influence

organizational reputation Demonstrating an ability to apply reputation management concepts and principles in the

context of real cases Enhancing critical thinking skills Improving written communication skills Increasing awareness of diversities and sensitivities important to personal professional

and business success in a global environment

Targeted Accreditation Objectives The FIU School of Journalism and Mass Communication is nationally accredited by the Accrediting Council on Education in Journalism and Mass Communication (ACEJMC), which requires that 12 core values, competencies and abilities be addressed in a program’s overall curriculum.

The following 7 are the ACEJMC student learning outcomes that are targeted in this course: Demonstrate an understanding of the history and role of professionals and institutions in

shaping global communication strategies in a wide range of organizational settings. Demonstrate an understanding of professional and ethical practices and principles and work

ethically in pursuit of truth, accuracy, fairness and diversity. Demonstrate an understanding of the diversity of peoples and cultures and of the significance

and impact of mass communications in a global society. Think critically, creatively, and independently. Critically evaluate your own work and that of others. Write correctly and clearly in forms and styles appropriate for the communications

professions and audiences and the purposes they serve. Apply tools and technologies appropriate for the communications professions in which they

work.

Teaching Methodology

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This course is taught in a traditional “in person” setting. However, the course will take advantage of many of the Blackboard features that enable both students and the instructor to participate in online discussions, to post readings, to submit assignments and to evaluate work submitted.

The course learning outcomes will be assessed by online class discussion about real-world cases, a written case study, a book review, an open-book final exam and a group/team project. Students will also evaluate some of the work of other students.

PoliciesPlease review FIU's Policies webpage . The policies webpage contains essential information regarding guidelines relevant to all courses at FIU, as well as additional information about acceptable “netiquette.”

Accessibility And AccommodationPlease visit our ADA Compliance webpage for information about accessibility involving the tools used in this course. Please visit Blackboard’s Co mmitment to Accessibility webpage for more information.

For additional assistance please contact FIU’s Disability Resource Center.

Required TextbookEssentials of Corporate Communication: Implementing practices for effective reputation management. Cees B.M. vanRiel and Charles J. Fombrun. Routledge 2007 ISBN 10:0-415-32826-8 (hardback) ISBN 10-203-39093-8 (e-book)

Required On-line ReadingThere are many on-line sites, particularly blogs, which carry current public relations and advertising news. There isn’t a day on which some public relations or advertising “happening” makes the news, either for positive or negative reasons. You should be checking at least one of these sites each day; you need to be up to date on what’s happening in the profession(s) in which you hope to find a career.

Here’s a list of just some of the blogs available.

I’ll expect you to refer to these sites and they information they contain (attributed to the specific site from which the information came), as appropriate, in your assignments and certainly in your current issues discussion posts.

http://www.mediabistro.com/prnewser/the-25-other-pr-blogs-you-should-bookmark-today_b98116?fb_action_ids=10154523992445529&fb_action_types=og.likes

Required Additional ReadingLinks to additional required reading are included in the syllabus.

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Recommended texts for those needing additional background: (You may buy a used edition or rent from Amazon.com for under $20.00.)If you feel you need additional grounding in either advertising or public relations, these overview

Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition, Belch & Belch, (2011). McGraw-Hill/Irwin; ISBN-13: 978-0073404868

Cutlip and Center's Effective Public Relations, 11th Edition, Glen M. Broom, (2012). ISBN: 978-0132669153

Course CommunicationCommunication in this course will take place via FIU Email. If you use another e-mail provider, please link your FIU e-mail with your personal e-mail so mail is automatically forwarded. Regular announcements also will be posted on Blackboard to remind the class of assignments and to provide any changes or updates to the week’s activities.

The Blackboard Email feature is an external communication tool that allows users to send emails to other users enrolled within the course. Emails are sent to the students’ FIU email on record. The Email tool is located on the Course Menu, on the left side of the course webpage. (Note: Please check your email regularly for communications regarding this class.)

Writing policy for graduate students Good writing is vital to a career Global Strategic Communication. Thus, all papers, reports, and tests written outside of the classroom – regardless of length – will first be graded for content. Following that, the paper will be reviewed for writing. While the first two errors will not impact the grade, any paper containing 3-5 errors will automatically lose 10 points (based on 100); any paper containing 6-8 errors will automatically lose 20 points (based on 100); any paper that contains 9-11 errors will automatically lose 30 points (based on 100), etc. Visit FIU’s Writing Resources webpage for more information on professional writing and technical communication skills.

APA style should be used for all assignments submitted for this course.

Academic IntegrityStudents are expected to be honorable and to behave in a manner appropriate for a community of scholars. Florida International University's Code of Academic Integrity applies to all work associated with this class. Any form of academic dishonesty will be treated as a violation of the policy. The code states: "Florida International University is a community dedicated to generating and imparting knowledge through excellent teaching and research, the rigorous and respectful exchange of ideas, and community service. All students should respect the right of others to have an equitable opportunity to learn and honestly to demonstrate the quality of their learning. Therefore, all students are expected to adhere to a standard of academic conduct, which demonstrates respect for themselves, their fellow students, and the educational mission of Florida International University." Academic misconduct is defined as the following intentional acts or omissions committed by any FIU student:

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1.01 Cheating: The unauthorized use of books, notes, aids, electronic sources; or assistance from another person with respect to examinations, course assignments, field service reports, class recitations; or the unauthorized possession of examination papers or course materials, whether originally authorized or not. Any student helping another cheat may be found guilty of academic misconduct. 1.02 Plagiarism: The deliberate use and appropriation of another's work without any indication of the source and the representation of such work as the student's own. Any student who fails to give credit for ideas, expressions or materials taken from another source, including internet sources, is guilty of plagiarism. Any student helping another to plagiarize may be found guilty of academic misconduct. 1.03 Misrepresentation: Intentionally lying to a member of the faculty, staff, administration, or an outside agency to gain academic advantage for oneself or another, or to misrepresent or in other ways interfere with the investigation of a charge of academic misconduct. 1.04 Misuse of Computer Services: The unauthorized use of any computer, computer resource or computer project number, or the alteration or destruction of computerized information or files or unauthorized appropriation of another's program (s). 1.05 Bribery: The offering of money or any item or service to a member of the faculty, staff, or administration anyone in order to commit academic misconduct. 1.06 Conspiracy and Collusion: The planning or acting with one or more fellow students, any member of the faculty, staff or administration, or any other person to commit any form of academic misconduct together. 1.07 Falsification of Records: The tampering with, or altering in any way any academic record used or maintained by the University. 1.08 Academic Dishonesty: In general, by any act or omission not specifically mentioned above and which is outside the customary scope of preparing and completing academic assignments and/or contrary to the above stated policies concerning academic integrity.

Students with DisabilitiesIf you have any special circumstances, please make me aware of them so that you may be better accommodated. For questions and information about support services, please call the FIU Office of Disability Services at 305-348-3532 (MMC Campus: GC 190) or 305-919-5345 (BBC Campus: WUC 139). Additional information is provided at http://drc.fiu.edu

SJMC Diversity StatementThe School of Journalism and Mass Communication (SJMC) fosters an environment of inclusivity and respect for diversity and multiculturalism. The SJMC educates students to embrace diversity and understand the root causes of discrimination, as well as social, ethnic, sexual, disability and gender-based exclusion.

Course Format

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Graduate seminars are based on discussion and, therefore, require the active participation of all students. Students are expected to complete the assigned readings for each class and to be prepared to engage in informed, substantive discussions. Discussion leaders will be assigned for various readings.

Class Participation and ProfessionalismStudents are expected to be fully prepared to discuss the assigned readings and to actively engage in informed, substantive discussions in discussion forums. Failure to participate and/or lack of preparedness (as determined by the professor) may result in lower grades. Professional, respectful behavior is required.

Assignments

Assignment: Verbal “selfie” introductionIntroduce yourself to the instructor and your classmates. Write an introduction that might include such items as your educational background, your work experience, your reasons for enrolling in this program or this course, and how you hope to use what you learn in this course and the degree program. If you wish, you may add a video component to your introduction. Post this to the Introduction discussion board. Total points: 1 for submitting, not graded. Due Saturday, January 17.

Assignment: Facilitator Discussion Guide Each student is expected to prepare, perhaps in collaboration with another student depending on the number of students enrolled in the course, a Facilitator Discussion Guide for one module of the course (a 2-week period). Go to Groups in the Blackboard navigation menu on the left and select the Module you wish to facilitate.

The instructor will prepare and post the Facilitator Discussion Guide for Module 1. Please use this as an example for the format and content of your Facilitator Discussion Guides.

Each Facilitator Discussion Guide for the remaining 7 modules should conclude with a question to which other students must respond. These responses will be graded, and will form the basis for the conversation in the second class session of the module.

The student(s) who prepared the Facilitator Discussion Guide for each module will make an in-class presentation of their Guide in the first class session of the module. Other students will be expected to post a comment to the Facilitator Discussion Guide before the second class session of the module. The student(s) who prepared the Facilitator Discussion Guide and the instructor will conduct a conversation during the second class session that focuses on these student comments.

Length and format: A Word doc, length 1,000 – 1,500 words.

Facilitators post this to the Facilitator Discussion Guide discussion board. Total possible points: 20 for each of 7 Facilitator Discussion Guide posts, total of 140 points.

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Posting deadlines: Saturdays before 11:59 pmModule 2: January 24Module 3: February 7Module 4: February 21Module 5: March 7Module 6: March 28Module 7: April 11Module 8: April 25

Assignment: Response to question posed in each Module’s Facilitator Discussion Guide

Each student other than the author(s) of the Facilitator Discussion Guide is required to post a comment/response to each Module’s Facilitator Discussion Guide. The comment should be a specific response to the question posed in the Facilitator Discussion Guide, and should cite assigned readings for that Module to support the comment.

Length and format: A Word doc, length 750 to 1,000 words.

Students post this as a comment on the Facilitator Discussion Guide. Total possible points 15 for each of 7 comments, total of 105 points.

Posting deadlines: Tuesdays before 11:59 pmModule 2: January 27Module 3: February 10Module 4: February 24Module 5: March 17Module 6: March 31Module 7: April 14Module 8: April 28

Assignment: Current Issues Discussion ForumEach student will submit a weekly post about a reputation management current issue or recent development in an ongoing issue. Posts should reference the source of the information used in the post (such as the blog from which the information came). Posts should describe the facts and circumstances of the issue, and then offer the student’s critical analysis of what an appropriate and effective communication/public relations/advertising response would be from the organization/company facing the reputational issue.

Length and format: A Word doc, length 750 – 1,000 words.

Students post this on the Current Issues Discussion Forum. Total possible points 15 for each of 7 comments, total 105 points.

Posting deadlines: Saturdays before 11:59 pmModule 1: January 24

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Module 2: February 7Module 3: February 21Module 4: March 7Module 5: March 21Module 6: April 4Module 7: April 18

Assignment: Take-Home Midterm ExamEach student will submit a take-home midterm exam that is open book: students may use any of the course’s assigned readings, guest lectures or other materials they find on their own in responding to the exam’s questions.

The exam will be made available before 5 pm on Wednesday, February 18, and will be due before 5 pm on Wednesday, March 4.

Length and format: A Word doc, between 2,000 and 3,000 words.

Total possible points: 100

Assignment: Book ReviewEach student will choose a book that is relevant to reputation management. (Google searching is a good place to start, but the instructor also will provide suggestions upon request.) Students must e-mail the instructor to get approval for the book they want to review before 5 pm on Wednesday, March 4.

The book review should do the following: Identify the name of the book and its author(s), including any author affiliations/titles. Provide a summary of the focus of the book and its most important conclusions. Provide an abbreviated synopsis for each chapter. Identify the book content/insights/conclusions that are likely to be most useful to

organizations in building, maintaining and/or repairing their reputations.

Length and format: A Word doc, length 1,500 – 2,000 words.

Total possible points: 49 points

Posting deadlines:Proposal for book: Wednesday, March 4 by 5 pm

Book review: Wednesday, March 25 by 5 pm

Assignment: Team/Group Case StudyStudents should self-select themselves into one of 5 groups established for this course. The instructor recommends that you do this no later than Wednesday, February 2. Each group will

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collaborate to research and write a case study of an organization/institution/company that faced a reputation management issue/crisis that began and/or peaked between January 12 and April 6, 2015.

Each group also will need to prepare for a presentation to the class the last week of April.

Instructions for preparing and writing your case study can be found in the syllabus under Module 1.

Length and format of written paper: A word doc, length 15 – 20 pages double spaced 12 point Times Roman font.

Total points: 75.

Format of presentation: Oral presentation organized around PowerPoint or Prezi presentation, with handouts for the audience as you deem appropriate.

Total points: 25.

Posting deadlines:Each team should post its written report on Blackboard no later than Monday, April 27 at 5 pm

Each team should post its presentation materials on Blackboard no later than Monday, April 27 at 5 pm.

Grading500 total possible points

Number Points for each Total possible

Verbal selfie 1 1 1

Facilitator Guide 1 20 20(1 per student)

Facilitator question 7 15 105Response

Current issues posts 7 15 105

Book review 1 69 69

Take home midterm 1 100 100

Team project paper 1 75 75

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Team project presentation 1 25 25

Total 500

Letter Grade %/Point Range Letter Grade %/Point RangeA 96-100/480-500 A- 90-95/450-479B+ 87-89/435-449 B 83-86/415-434B- 80-82/ 400-414 C+ 77-79/385-399C 73-76/ 365-384 C- 70-72/ 350-364

Course ScheduleModule 1Module objectives:

Explain the organizational communication system Describe corporate communication Investigate and integrate a variety of definitions of reputation Assess the relationship between reputation and organizational communication

Required reading: van Riel and Fombrun, Introduction and Chapters 1 and 2

Elliot S. Schreiber (2008). “Reputation.” http://www.instituteforpr.org/topics/reputation/

Matt Kucharski (2014). “Warren Buffet on Reputation – The Dude Gets It.”http://www.buzzbinpadillacrt.com/wareen-buffet-on-reputation-the-dude-gets-it/

Institute for Public Relations on Reputation http://www.instituteforpr.org/reputation/

Assignments due: Selfie introduction January 17 before 11:59 pm Module 2 Facilitator Discussion Guide to be posted to Blackboard January 24 before

11:59 pm

Monday, January 12Introduction to the course

Overview of the syllabus and course schedule: Skype conversation with Dr. Judy Turk (Skype ID jvturk and/or Judy V Turk)

Discussion of Facilitator Discussion Guide 1 and the question it poses

Wednesday, January 14Guest speaker via Skype: Matt Kucharski, PadillaCRT, Minneapolis, MN. CONFIRMED

Matt is a member of PadillaCRT’s Executive Leadership Team. He leads the agency’s business-to-business and business-to-consumer practice groups and is a seasoned marketing,

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communications and business counselor with expertise in branding, corporate communications and critical issues management. His specialties include brand building and reputation management programs for a wide range of PadillaCRT clients.

Monday, January 19No classMartin Luther King Jr. Day

Wednesday, January 21In-class case study of Uber’s reputational crisis

Students will choose a class “recorder” to report the outcome of the in-class case study to the instructor (to be e-mailed to jturk@fiu.edu before 11:59 pm Friday, January 23)

Students will self-assign to groups necessary to prepare a case study using provided guidelines for a case study

Coombs article referenced in the case study outline Coombs, W. Timothy; Halladay, Sherry. Helping Crisis Managers Protect Reputational Assets: Initial Tests of the Situational Crisis Response. Management Communication Quarterly, 2002: Vol. 16(2). p. 165-186.

Guidelines for Preparing a Case Study

Include these items in your case study and in this order:

1. A summary of the reputational crisis affecting Uber, based on events and news coverage of those events from November 2014 through mid January 2015.

2. A timeline of the crisis from November 1, 2014 through January 12, 2015. This should include not only events that specifically involved Uber but also events that involved the taxi industry.

3. Background information on Uber.4. A statement that identifies how this case meets the criteria of a crisis:

Always involves people Always interrupts the normal chain of events

5. An explanation of which people were affected and what normal chain of events was affected.

6. Using Coombs’ typology of situational crisis responses, state how Uber has responded to the crisis. There most likely will be more than one point at which the organization has responded, so you may identify more than one crisis response.

7. Conclude with an assessment of Uber’s response(s) and how you might have handled it differently.

Module 2Module 2 objectives:

Explain “organizational identity” and “identification”

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Apply organizational identity concepts to develop an organization’s identity management process

Apply organizational identity concepts to reputation

Required reading: Van Riel and Fombrun, Chapters 3 and 4 Bruce K. Berger (2011) Grunig Lecture: Employee communication: Let’s move from

knowing to doing” http://www.instituteforpr.org/topics/58717/ Chapter 25, pp. 387-399 Handbook of Strategic Public Relations and Integrated

Marketing Communications, Clarke L. Caywood, Editor. McGraw Hill, 2nd ed., 2012. E-ISBN 978-0-07-177098-8 (book on BBC library reserve)

Assignments due: Current Issues Forum post due January 24 before 11:59 pm Response to question posed in the Module 2 Facilitator Discussion Guide due

January 27 before 11:59 pm Module 3 Facilitator Discussion Guide due February 7 before 11:59 pm

Monday, January 26Presentation of student Facilitator Discussion Guide for Module 2Q&A re question posed for class feedback

Wednesday, January 28Presentation and discussion of responses to question posed in Facilitator Discussion Post 2

Monday, February 2Guest speaker via Skype: Bruce Berger, professor emeritus, University of Alabama, who delivered the annual Grunig Lecture: “Employee communication: Let’s move from knowing to doing” http://www.instituteforpr.org/topics/58717/CONFIRMED

Wednesday, February 4Class discussion focusing on Sony and “The Interview:” how does Sony’s crisis reflect organizational identity and identification, and how do organizational identity and identification in turn affect its reputational crisis response? (Before class: review developments in Sony’s reputation crisis over The Interview movie from Dec. 15 – Dec. 25)

Module 3Module 3 objectives:

Relate organizational identity and corporate communication

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Explain how an organization’s communication strategy can lead stakeholders to make favorable associations between the organization and its products/services

Explain an organization’s ability to rely on its corporate brand to generate stakeholders’ associations with its core, central and distinctive identity elements

Explain how organizations ensure alignment between what the organization wants to do and how employees see the organization and its strategic objectives

Required reading: Van Riel and Fombrun, Chapter 5 Forman, Janis and Argenti, Paul A (2005). “How corporate communication influences

strategy implementation, reputation and corporate brand: An exploratory qualitative study” Corporate Reputation Review 8(3) 245-264 http://es.b.ebscohost.com.ezproxy.fiu.edu/ehost/detail/detail?sid=29dc89df-4682-8218-3c9260248784%40sessionmg

Altria Means Tobacco: Philip Morris’s Identity Crisishttp://www.ncbi.nih.gov/pmc/articles/PMC1447789/

How the Ebola outbreak effected 5 industrieshttp://fortune.com/2014/10/03/the-ebola-outbreaks-impact-on-5-key-industries

Assignments due: Current Issues Forum post due February 7 before 11:59 pm Response to question posed in the Module 3 Facilitator Discussion Guide due February

10 before 11:59 pm Module 4 Facilitator Discussion Guide due February 21 before 11:59 pm

Monday, February 9Presentation of student Facilitator Discussion Guide for Module 3Q&A re question posed for class feedback

Wednesday, February 11Presentation and discussion of responses to question posed in Facilitator Discussion Post 3

Monday, February 16Guest speaker: J. R. Hipple, co-founder and co-principal of Albright Group Reputation Management in Richmond, VA. Among the firm’s past and/or present clients are Dow Corning, Proctor Silex/Hamilton Beach Brands Inc., Coca-Cola, Bon Secours Health System, Wyeth, Time Warner Cable, Siemens Energy & Automation and Georgia Power.http://www.thinkalbright.com/who-we-are/j-r-hipple/CONFIRMED

Wednesday, February 18Class discussion focusing on a reputation management case

Take-Home Midterm Exam available

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Module 4Module 4 objectives:

Apply selection and presentation of visual and other sensory styles as well as the selection of specific messaging content to organizational communication messages.

Create a core reputation platform for developing sustainable corporate stories. Required reading:

van Riel and Fombrun, Chapters 6 and 7 Karen Maas and Kellie Liket (2011). “Talk the walk:

Measuring the impact of strategic philanthropy,” Journal of Business Ethics 100 (3), 445-464http://web.a.ebscohost.com.proxy.library.vcu.edu/ehost/pdfviewer/pdfviewer?vid=3&sid=8b8a9b3d-c861-4a21-8688-1b37c9f79907%40sessionmgr4004&hid=421

Isabel Lourenco, Jeffrey Callen and Manuel Branco (2014).“The Value Relevance of Reputation for Sustainability Leadership,” Journal of Business Ethics 119 (1), 17-28.http://web.a.ebscohost.com.proxy.library.vcu.edu/ehost/pdfviewer/pdfviewer?vid=5&sid=8b8a9b3d-c861-4a21-8688-1b37c9f79907%40sessionmgr4004&hid=4214

Bill Ferns, Olga Emelianova, S. Prakash Sethi (2008). “In His Own Words: The Effectiveness of CEO as Spokesperson on CSR-Sustainability Issues – Analysis of Data from the Sethi CSR Monitor,” Corporate Reputation Review 11 (2), 116-129.http://web.a.ebscohost.com.proxy.library.vcu.edu/ehost/detail/detail?vid=12&sid=8b8a9b3d-c861-4a21-8688-1b37c9f79907%40sessionmgr4004&hid=4214&bdata=JkF1dGhUeXBlPWlwLHVybCxjb29raWUsdWlkJnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl#db=bth&AN=33250546

Ana Maria Casado Molina, Alfonso Mendiz Noguero, Jose Ignacio Pelaez Sanchez (2013). “The evolution of Dircom: from communication manager to reputation strategist.” Communicacion y Sociedad 26 (1), 47-66.

http://web.a.ebscohost.com.proxy.library.vcu.edu/ehost/detail/detail? vid=3&sid=4dc81e9e-4b96-4bad-afae-7d4052b6d727%40sessionmgr4002&hid=4214&bdata=JkF1dGhUeXBlPWlwLHVybCxjb29raWUsdWlkJnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl#db=ufh&AN=89648829

Rahul Mitra (2011), “Framing the corporate responsibility-reputation linkage: The case of Tata Motors in India.” Public Relations Review 37 (4), 392-398.http://web.a.ebscohost.com.proxy.library.vcu.edu/ehost/delivery?sid=4dc81e9e-4b96-4bad-afae-7d4052b6d727%40sessionmgr4002&vid=7&hid=4214&ReturnUrl=http%3a%2f%2fweb.a.ebscohost.com%2fehost%2fdetail%2fdetail%3fvid%3d6%26sid

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%3d4dc81e9e-4b96-4bad-afae-7d4052b6d727%40sessionmgr4002%26hid%3d4214%26bdata%3dJkF1dGhUeXBlPWlwLHVybCxjb29raWUsdWlkJnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl

http://web.a.ebscohost.com.proxy.library.vcu.edu/ehost/detail/detail? vid=9&sid=4dc81e9e-4b96-4bad-afae-7d4052b6d727%40sessionmgr4002&hid=4214&bdata=JkF1dGhUeXBlPWlwLHVybCxjb29raWUsdWlkJnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl#db=ufh&AN=36476117

Sandra C. Duhe (2009), “Good management, sound finances, and social responsibility: Two decades of U.S. corporate insider perspectives on reputation and the bottom line. Public Relations Review 35 (1), 77-78.

http://web.a.ebscohost.com.proxy.library.vcu.edu/ehost/detail/detail? vid=19&sid=4dc81e9e-4b96-4bad-afae-7d4052b6d727%40sessionmgr4002&hid=4214&bdata=JkF1dGhUeXBlPWlwLHVybCxjb29raWUsdWlkJnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl#db=ufh&AN=36956422

Oscar Suris (2014), “Reputation: What Brings P.R. & Research Together.” Institute for Public Relations Distinguished Keynote Speech.http://www.instituteforpr.org/reputation-brings-p-r-research-together/

Assignments due: Current Issues Forum post due March 7 before 11:59 pm Response to question posed in the Module 4 Facilitator Discussion Guide due February

24 before 11:59 pm Module 5 Facilitator Discussion Guide due March 7 before 11:59 pm Book review proposal due March 4 before 5 pm

Monday, February 23Presentation of student Facilitator Discussion Guide for Module 4Q&A re question posed for class feedback

Wednesday, February 25Presentation and discussion of responses to question posed in Facilitator Discussion Post 4

Monday, March 2Guest speaker via Skype: Jean Valin, APR, Fellow Canadian Public Relations Society. Valin is principal at Valin Strategic Communications, a firm he created after retiring from a 30-year career as a senior communication/PR executive with the Government of Canada. He is a past chair of the Global Alliance for Public Relations and Communication Management (2004-2005)

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and is a much sought after speaker on corporate excellence. He is also the instructor’s co-author of the book International Case Studies from Around the World, published in October 2014.https://www.linkedin.com/pub/jean-valin-apr-fcprs-jeanvalin1/14/1b5/438CONFIRMED

Wednesday, March 4Student reports on one of the journal articles listed under the “Required Reading” section above.

Monday, March 9 – Wednesday, March 11Spring break!

Module 5Module 5 objectives:

Differentiate between internal communication, marketing communication, investor relations, government relations and public relations and their contributions to managing reputation with key stakeholders.

Required reading: van Riel and Fombrun, Chapter 8 The Handbook of Strategic Public Relations and Integrated Marketing Communications.

Clarke L. Caywood, PhD, editor. Chapter 25 pp. 387-399. McGraw Hill 2012. (book on library reserve)

Assignments due: Current Issues Forum post due March 21 before 11:59 pm Response to question posed in the Module 5 Facilitator Discussion Guide due March 17

before 11:59 pm Module 6 Facilitator Discussion Guide due March 28 before 11:59 pm Book review due March 25 before 11:59 pm

Monday, March 16Presentation of student Facilitator Discussion Guide for Module 5Q&A re question posed for class feedback

Wednesday, March 18Presentation and discussion of responses to question posed in Facilitator Discussion Post 5

Monday, March 23Guest speaker: Clarke L. Caywood, PhD, editor of The Handbook of Strategic Public Relations and Integrated Marketing Communications (McGraw Hill 2012). Caywood is a professor and past chair of the Integrated Marketing Communication program at Northwestern University, and

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a leading speaker on public relations and integrated communication. PR Week magazine named him one of the 100 most influential PR people of the 20th century and one of the top 10 outstanding educators in 2000. He was the Public Relations Society of America’s Outstanding Educator of the year in 2002-2003. And he carried the Olympic Torch in 2008 in Lijiang, China.https://www.linkedin.com/profile/view?id=368935&authType=OUT_OF_NETWORK&authToken=_bic&locale=en_US&trk=tyah2&trkInfo=tarId%3A1409827863367%2Ctas%3AClarke%2Cidx%3A1-1-1CONFIRMED

Wednesday, March 25Class discussion of a case study (TBA)

Module 6Module 6 objectives:

Critique case studies illustrating reputation management activities/campaigns. Analyze options for assessing the effectiveness of organizational communication

influence on reputation

Required reading: van Riel and Fombrun, Chapters 9 and 10 Fombrun, Chapter 8 (book on library reserve) Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media

World. Fraser Seitel and John Doorley. Palgrave Macmillan 2012. Chapter 10 (book on library reserve)

Corporate Reputation. Carreras, Alloza and Carreras. LID Publishing Ltd., 2013. Pages 337-423 (book on library reserve)

Skim the articles at this site: http://www.instituteforpr.org/category/research/reputation-and-trust/

Assignments due: Current Issues Forum post due April 11 before 11:59 pm Response to question posed in the Module 7 Facilitator Discussion Guide due April 14

before 11:59 pm Module 7 Facilitator Discussion Guide due April 4 before 11:59 pm

Monday, March 30Presentation of student Facilitator Discussion Guide for Module 6Q&A re question posed for class feedback

Wednesday, April 1Presentation and discussion of responses to question posed in Facilitator Discussion Post 6

Monday, April 6

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Guest speaker: Katie Delahaye Paine, president and CEO of K. D. Paine & Partners of Portsmouth, New Hampshire, and chair of the Commission o Public Relations Measurement and Evaluation of the Institute for Public Relations. Katie aka The Measurement Queen @queenofmetrics is indescribable: she is amazing at figuring out how to measure anything and everything, including reputation!http://painepublishing.com/about/katie-paine/TENTATIVE

Wednesday, April 8Class discussion of a case study (TBA)

Module 7Module 7 objectives:

Identify factors that influence organizational reputation. Relate the structure of a company’s/organization’s communication to its implementation

of a reputation management strategy. Confirm that structure of communication should always follow communication strategy.

Required reading: van Riel and Fombrun, Chapter 11

Assignments due: Current Issues Forum post due April 18 before 11:59 pm Response to question posed in the Module 2 Facilitator Discussion Guide due April 14

before 11:59 pm Module 8 Facilitator Discussion Guide due April 25 before 11:59 pm

Monday, April 13Presentation of student Facilitator Discussion Guide for Module 7Q&A re question posed for class feedback

Wednesday, April 15Presentation and discussion of responses to question posed in Facilitator Discussion Post 7

Monday, April 20Guest speaker: Dr. Terence Flynn, assistant professor at McMaster University, Canada, had more than 20 years’ experience as a public relations practitioner specializing in reputation management, crisis communications and political communications before he completed his PhD and became an assistant professor at McMaster University, Canada.https://www.linkedin.com/profile/view?id=6620933&authType=NAME_SEARCH&authToken=g_K5&locale=en_US&srchid=1042582

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Wednesday, April 22Class discussion of a case study (TBA)

Module 8Module 8 objectives:

Think critically, creatively and independently Critically evaluate your own work and that of others Write correctly and clearly in forms and styles appropriate for the communications

professions and audiences and the purposes they serve Apply tools and technologies appropriate for the communications professions in which

they work

Assignments due: Response to question posed in the Module 8 Facilitator Discussion Guide due April 28

before 11:59 pm Final papers/projects/presentations due Monday, April 27 before 5 pm.

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