jour 420: strategicjournalism.ku.edu/sites/journalism.ku.edu/files/docs/...m/w 12:30-1:45 pm @ stfl...

M/W 12:30-1:45 pm @ STFL 100

Spring 2020

JOUR 420: Strategic Communication II

Instructor: Yvonnes Chen, Ph.D. [email protected] Dr. Chen’s office hours: M 2-4 pm @ Stauffer-Flint 205C or by appointment Graduate Teaching Assistant: Chanapa Noonark [email protected]

Ms. Noonark’s office hours: W 2-4 pm & Th 1-2 pm @ Dole Center

“The thing that is really hard, and really amazing, is giving up on being perfect and beginning the work of becoming yourself.” –Anna Quindlen

Welcome! You are about to embark on an exciting journey that connects

your left brain with your right brain. Despite its vague title, Strategic Communication II is about building a connection between insight and creativity. This course will give you a taste of what our discipline is all about. Better yet, it will give you a portfolio piece for your internship and job applications! You will work on a social media campaign addressing/solving a social issue through the process of research, execution, and evaluation. You also will collaborate with a small team, learning about self-improvement while helping each other grow. Our time together will celebrate every lived experience. As a first-generation, tenured female minority faculty, fostering an inclusive learning environment is very important to me. One way to achieve that is through our in-class mindfulness activities (which I will share more in-person). Our classroom is a place where you will be treated with respect as a human being — regardless of gender, race, ethnicity, national origin, religious affiliation, sexual orientation, gender identity, political beliefs, age, or ability. I also appreciate and encourage diversity of thought, provided you can agree to disagree. It is my expectation that ALL students experience this classroom as a safe environment. I am excited to embark on this journey with you and hope you are too!

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“If we learn to open our hearts, anyone, including the people who drive us crazy, can be our teacher.”—Pema Chodron

“You must not lose faith in humanity. Humanity is like an ocean; If a few drops of the ocean are dirty, the ocean does not become dirty.” –Mahatma Gandhi

What will you learn? By the end of the semester, you should be able:

• To develop, implement and evaluate a social media campaign. • To provide proactive and constructive feedback through team

collaborations and peer evaluations.

How is this course structured? We will learn how to express

ourselves and free up our imagination through some free writing and impromptu projects. We also will also be engaged in active learning activities that scaffold your final project (a social media campaign) throughout the semester.

My goal is for you to be engaged in the classroom so you and your teammates won’t have to find a time to meet outside the class. I know you all are busy with your part-time job(s), extracurricular activities, and internship(s) while needing time to decompress. Our course is structured so you can achieve the most in the class.

We will have minimum lectures, which studies have shown to be an ineffective teaching and learning tool. Instead, we will have discussions, readings, and perhaps visits to Spencer Museum of Art.

Oh and one good thing—we won’t have a textbook for this course!

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“Happiness is not found through changing our external world, but through changing our internal landscape”—Shauna Shapiro

What assignments am I expected to accomplish?

Class attendance/participation 100 points Social media campaigns—team (Your grade will be adjusted based on peer evaluation)

500 points

Individual assignments (reflections, other activities) Adobe spark page (bonus points)

200 points Points to be revealed later

TOTAL 800 points Grading scale: To calculate your final grade, I will use the following scale: A = 93-100%; A- = 90-92%; B+ = 87-89%; B = 83-86%; B- = 80-82%; C+ = 77-79%; C = 73-76%; C- = 70-72%; D+ = 67-69%; D = 63-66%; D- = 60-62%; F = 59% or below Class Participation & Attendance • Attendance: Attending the course is a must because your teammates depend on you to show up and do your best. But I know life happens—I am happy to give you 2 unexcused absences. After that, each additional absence will take away 2 points from your final grade. For instance, if you have three unexcused absences and your final calculated grade is 91 (A-), you will receive an 89 (B+) for the class. Late to class? Things happen—and I understand! But arriving more than 10 minutes late will affect your grade. Two late arrivals equal one absence. If you have more than four unexcused absences, I’ll kindly ask you to drop this course. • Absences: Please clear absences in advance with me (except for medical emergencies) in writing in the form of a memo (e-mail or a hard copy). Excused absences will be granted only under highly unusual circumstances, such as documented medical emergencies, death of an immediate family member and official KU business. Unfortunately, family gatherings, weddings, vacations, leaving early for the break, etc. do not qualify. • Participation: I’d love to hear your thoughts though I know some of you may not feel comfortable speaking up. I’ll do my best to create a safe environment and I also would like to encourage you to expand your comfort zone. Let’s use this as an opportunity to enhance your level of comfort and hone your public speaking skills. Individual Assignment: Quizzes: You will each work on your learning goal settings, evaluations of your goals, in-class/take-home exercises and peer assessment submissions. Guidelines will be posted on BB and communicated via in-person communication, BB announcements, and email. Social media campaign: Again, we will talk more about this in class and announce the guidelines on BB. Please review our supplemental file on the School of Journalism and Mass Communications’ policies on classroom attendance, financial aid policy, misconduct, plagiarism, fabrication/falsification, and copy or recording.

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p.s. Did you spot one piece of information that needs to be changed?

Schedule—unveiled! Here is our tentative class schedule. It’s tentative because there may be changes, which will be announced via

email, in-person communication and/or on Blackboard (BB). Readings and links are available on our BB site.

Dates Topics Read these before coming to class Class Exercises & Assignment

1 1/22 Welcome

2 1/27 Building a community

Team organization Social media campaign project

How to be a social media manager (YouTube) and its companion article,

social media flow chart

1/29 Publics

Plansbook Team organization

Know your publics, JWU NSAC 2017 Tai Pei Plansbook (pp.1-4), CLRTY plansbook

(p.7, pp.8-9)

Post your reflections on G-drive link before class

3 2/3 Developing research insights

Google Alerts Twitter—How to create a list

CLRTY plansbook (pp. 12-19)

Download the “attitudes toward non-profit organization” from BB


2/5 Workshop: Developing research insights CLRTY plansbook (pp. 40-45) Identifying cause and organization

(25 pts) due 5 pm, 2/7 on BB

4 2/10 Workshop: Developing research insights CLRTY plansbook (pp. 34-39) Post your reflections on G-drive link

before class

2/12 Workshop: Developing research insights Research insights (100 points) & peer evaluation #1 due 5 pm, 2/14 on BB

5 2/17 Workshop for SWOT SWOT analysis (pp.104-105), CLRTY

plansbook (pp. 53-55) Post your reflections on G-drive link

before class 2/19 Workshop for SWOT SWOT (25 pts) due 5 pm, 2/21 on BB

6 2/24 Workshop for strategic communication plan (Goals,

Objective)

CLRTY plansbook (pp. 57-58, 61, 63-64, 69-70, 73, 75, 78)

CDC Smart Objectives


2/26 Workshop for strategic communication plan (Goals,

Objective) Goals/Objectives (50 pts) & peer

evaluation #2 due 5 pm, 2/28

7 3/2 Segmenting & Targeting Building your marketing & PR plan (The

buyer persona profile pp163-165) Post your reflections on G-drive link

before class

3/4 Workshop: Building your persona

CLRTY plansbook (pp.48-51)


Persona (50 pts) due 5 pm, 3/6

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8 SPRING BREAK—Enjoy!

9 3/16 Workshop: Building your persona & empathy map

3/18 Workshop: Creative strategies vs. Digital strategies

Media mix

JWU NSAC 2017 Tai Pei Plansbook (pp.10-11, 13, 16-20)

Paid media, explained in 400 words or

less


Strategies (50 points) due 5 pm, 3/20

on BB

10 3/23 Workshop: Creative strategies Science of persuasion, Writing for social media, Writing for Social Media for Non-

profits


3/25 Workshop: Tactics & media mix CLRTY plansbook (pp. 57-89) & JWU NSAC 2017 Tai Pei Plansbook (p.12, 24-25)


11 3/30 Workshop: Tactics

Tactics (100 points) & Peer evaluations #3 due 5 pm, 3/30

4/1 Group work day: Implement your tactics

12 4/6 Group work day: Implement your tactics

4/8 A/B test

Post your team’s best performed

messages to shared Google link before class

13 4/13 Social Media Analytics (Guest lecture Yuchen Liu)

Analytics handouts


4/15 Workshop: Evaluation plan Common tools for social media manager Post your reflections on G-drive link

before class

14 4/20 Workshop: Evaluation plan JWU NSAC 2017 Tai Pei Plansbook (pp.

24-26) Post your reflections on G-drive link

before class 4/22 Workshop: Evaluation plan

15 4/27 Workshop: Evaluation plan

4/29 Design your own Adobe Spark page for your portfolio

16 5/4 Design your own Adobe Spark page for your portfolio Evaluation plan (100 pts) & final peer

evaluation #4 due 5 pm, 5/4 5/6 Celebration!

But hold on! I still have pressing questions. If you have questions about our course

polices on note taking, absences, campus resources, etc., here are the answers you’re looking for. Read on! What if I need help? I am committed to your success. I encourage you to attend office hours or meet with me by appointment to discuss any questions pertaining to the course, the readings, exams and assignments, or career prospects and opportunities. Do not hesitate to seek continuing assistance throughout the semester. What is your take on diversity? As a first-generation, female minority faculty, fostering an inclusive learning environment is very important to me. We will demonstrate civility and respect for the dignity of others. Expressions or actions that disparage a person’s or group’s race, ethnicity, nationality, culture, gender, gender identity / expression, religion, sexual orientation, age, veteran status, or disability will not be tolerated. Could I submit assignments late? You can always submit your assignments early! Late assignments, unless barring significant intervening circumstances, will be deducted 10% of your grade each day the assignments are late. Could I use laptop and cellphone in class? Let’s admit it: Technology is helpful and disruptive at the same time. To enhance your learning experience, I warmly invite you to put away your laptop and cellphone in class, unless it’s requested for learning purposes. How could I take my notes then? Simple solution: Take notes in longhand. Handwriting allows you to read more quickly and to remain better at retaining information and generating new ideas. What is the grade change policy? Let’s talk! Better yet, ask questions to receive feedback before any assignments are due. If there is a change in grade, it is solely authorized by me and only under unusual circumstances. Here is a list of resources to help you succeed. If you are confused about which one to contact, always try Jayhawk Student One Stop (SOS) https://sos.ku.edu/.

• Need someone to review your writing before submission? KU writing center is here to help: http//writing.ku.edu • If you have a disability for which you may request accommodation in classes, please contact the Office of

Disability Resources, 22 Strong Hall, 785-864-2620 (V/TTY), https://disability.ku.edu/. Please also contact me. • Need tips for learning? Or if you think you need course-specific academic assistance, please contact Academic

Access and Achievement Center (AAAC): https://achievement.ku.edu • Office of Multicultural Affairs (OMA) offers help to underrepresented students and offer inclusive learning

environment for all: https://oma.ku.edu/about • If you need information about how to protect you from becoming a victim of a crime and recognize and report

suspicious activity, contact Public Safety: https://publicsafety.ku.edu/ • Need help with issues related to adjusting to college and other psychological, interpersonal, and family

problems? KU Counseling and Psychology Services (CAPS) is here to help: https://caps.ku.edu/ • Are you in need of some food to help you get through the week? Campus Cupboard is here to help:

https://www.cco.ku.edu/food/ • Want to learn more about gender equity? Need a private service to discuss gender related issues? Want to

advocate and support campus community of all genders? Please visit Emily Taylor Center for Women & Gender Equity: https://emilytaylorcenter.ku.edu/

• Looking to meet people who share your interests? Consider joining a club organized by Student Involvement & Leadership Center (SILC).https://silc.ku.edu/ You can also easily search for clubs on rockchalkcentral.ku.edu

• Consider getting involved in the Lawrence community by volunteering with the Center for Community Outreach (CCO) http://www.cco.ku.edu/

• University Career Center (UCC). It offers resume help, mock interviews, career assessments, help with internships, and more: https://career.ku.edu/

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