School of Journalism and Mass Communication, University of North Carolina

Case Studies in Public Relations

Course Number: 431.004

Time: 2:30-3:45pm, Mondays and Wednesdays, Rm. CA 340A

Laura H. Marshall, lhmarsha@unc.edu

Office: CA 394 Hours: 1:30 to 2:30 Mondays, before class, or by appointment via email

Prerequisite: JOMC 137, “Principles of Advertising and Public Relations.” If you have not taken this class, let me know.

What is this class about?

“Case Studies in Public Relations” is just what its name says: a place where you'll study individual cases of public relations successes and failures and determine what elements made them succeed--or fail. You'll learn to closely examine the specific ways in which public relations professionals work to proactively present an issue or reactively respond in crisis situations, and how to enact the appropriate responses to situations like those yourself.

We'll examine public relations in corporate, government and nonprofit public relations settings, building on material covered in previous courses. This is a class that will help prepare you to work in the PR profession. We'll talk about the factors that affect how public relations is practiced every day, such as identifying stakeholder groups and relevant audiences, understanding message development, accommodating diversity and recognizing ethical issues. You will also learn how management decisions are made and how they can affect the job of a public relations practitioner, organizational issues, strategic communication and crisis communication.

What will I know at the end of the semester that I don’t know now?

You’ll be able to knowledgeably critique public relations research, strategies and tactics (and know the difference between those two things), and execution of good PR practices.

You will learn how to analyze public relations cases and recommend alternative methods of handling them.

Your ability to critically analyze public relations practices will sharpen. You’ll be better prepared to handle the practice of PR in the “real world” when a

challenge presents itself or an opportunity arises. As in many classes, you will work with a group to create a final project and presentation

—and learn how to elicit the best performance from yourself and your group members in the process.

JOMC 431PR Case Studies

Laura Marshall, lhmarsha@unc.edu

Text and additional readings:

Public Relations Cases, by Jerry A. Hendrix, Darrell C. Hayes, and Pallavi Damani Kumar, 9th Edition (available as a Kindle rental as well as in the Student Store and on Amazon)

APA Stylebook: You don’t have to buy a copy, but watch the tutorial if you aren’t already familiar with it. You’ll use it in reaction papers and your final project. http://www.apastyle.org/learn/tutorials/basics-tutorial.aspx

How to prep for class:

Yes, everybody tells you to do the class readings. They’re right. Do them. You’ll be expected to discuss them in class—and I will call on folks who don’t volunteer—so read the cases, think about what you would do differently, and be ready to talk about what the PR people in those cases did right and what they did wrong.

You will also be expected to keep up on current news events and bring to class a short summary of a case you found yourself that you think was handled well (or badly) and be able to say why. We’ll use two or three examples of these every week, so when you see or hear of a good example take note of it and write down a few sentences on what makes it exceptional. You can find these in the DTH, online, in a magazine, or on radio or TV.

Attendance policy:

By now, you’ve been in college for a couple of years and you know that showing up for class makes a difference. You are expected to be here, and unexcused absences will make it much tougher to keep up. We’ve all had those days when it’s tough to get out of bed, but since this is an afternoon class you’d have had to stay up REALLY late to have that problem here. If you have a medical or other personal reason for missing class, and you know that ahead of time, email me and let me know. If you have three or more unexcused absences, each one will take one point off your final grade. I will notice if you’re not here and I haven’t heard from you in advance.

Written work should look professional.

If you worked for Google, or Apple, or Instagram, and turned in a paper to your boss that had typos and grammatical errors in it, she would not be impressed. Same thing goes here. Typos will count against you; grammatical errors will too. Use Word for all written assignments. You can hand in hard copies or email them to me (via Sakai or UNC email), but use naming conventions for any electronic copies. By that I mean always name your files this way: lastname_firstname_assignment. In other words, marshall_laura_RP1.docx. (Or .doc if you have an older version of Word.) Doing that ensures that when I download all your assignments to grade them, you won’t get somebody else’s grade.

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JOMC 431PR Case Studies

Laura Marshall, lhmarsha@unc.edu

Late assignments require prior notification: if you are going to be handing in an assignment after it’s due, you must let me know first—before the deadline—and why. If you’re having problems, we can talk about it, but if I don’t know why an assignment is late I will assume it’s carelessness, not an issue we can work out.

Assignments explained

The case study is the major teaching tool for this course. Cases from the text and from the experiences of guest speakers will provide real-world examples of public relations situations. Group discussion of cases is the heart of the class. Each student is expected to have read assigned case material before the class in which it is to be discussed and to be prepared to participate actively in the case discussions. As you read each case, it’s helpful to organize information in terms of the SWOT framework, something that’s widely used in the professional PR realm.

SWOT AnalysisInternal Factors External Factors

Positive Strength: What are the internal features of a company that give it an advantage over others?

Opportunity: What external opportunities in the marketplace/issue are good matches for the company’s strengths?

Negative Weakness: What are the internal features that place the company at a disadvantage?

Threat: What external events may cause trouble for the company?

Student PR Firms

In addition to in-depth analyses of cases, a key teaching tool of this class is collaborative work with peers. The class will be divided into teams of three students that will operate as public relations firms. Each firm will have a single account/topic to follow throughout the semester and to present in-depth as a final project. Accounts will be determined during the second week of class. Teams will give a 10-minute briefing on the account twice during the semester.

Ideas for potential topics:

Health (e.g., vaccines, health care reform, eating healthy, psychology) Business/industry (e.g., stock market, banking, entertainment, computer hardware) Technology (e.g., apps for software, smartphones, privacy issues, social media) Environment (e.g., fracking, recycling, alternative energy) Media (e.g., online vs. traditional news, streaming video, music/movie campaigns) Any other issue of sufficient scope and importance that requires PR efforts with multiple

publics (we can talk about it).

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JOMC 431PR Case Studies

Laura Marshall, lhmarsha@unc.edu

Course grading

1. Peer Evaluation 10%

2. Class participation 5%

3. Midterm exam 15%

4. Reaction Papers 15%

5. Team Case Study and Presentation 30%

6. Individual Written Case Study 25%

100%

1. Peer Evaluation

At the end of the semester, your peers (those in your work group) will evaluate you and the other members of your group based on your attendance at group meetings, how much you contributed, and how well and promptly you did your group work. This matters. In the work world, you will also work in teams, and if you don’t meet your responsibilities it will affect your evaluations there—and your future career.

2. Class Participation

Recognizing that some people are shy, I will make every effort not to embarrass you. That said, you will be expected to be part of class discussions. If you don’t pitch in, I will call on you—sensitively and thoughtfully, but I will call on you. You wouldn’t be at UNC if you didn’t have a good brain, so use it and speak up: lively discussion helps you think, and brainstorming an idea only strengthens it. There are no stupid questions: don’t be afraid to ask.

3. Current PR Events

These are the cases you will find yourself. Those situations you see on TV, or read about in the Daily Tar Heel, or hear on the radio (if anybody still listens to radio news) or catch online. When you see or hear a case where you know good public relations has been accomplished—or would have made a difference if only they’d known how—remember it and what made it stand out to you, and bring that case to class. We’ll talk about those at the start of class to get our brains in gear.

4. Midterm exam

March 2nd. This exam will consist of multiple choice, true/false and two essay questions covering material we’ve discussed up to this point in class, including ethics, objectives, media relations, social media, employee and community relations, public affairs, and government relations. Be sure to read the text: there may be questions on the exam that were not discussed in class but that are in the book. The exam is worth 15% of your grade or 15 points.

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Grading Scale

A 93% to 100%

A - 90% to 92%

B + 87% to 89%

B 84% to 86%

B - 80% to 83%

C + 77% to 79%

C 74% to 76%

C - 70% to 73%

D + 67% to 69%

D 60% to 66%

F less than 60%

JOMC 431PR Case Studies

Laura Marshall, lhmarsha@unc.edu

5. Reaction papers

These are the written versions of current PR events, 300 words each, analyzing ten cases you’ll be assigned during the semester. We’ll read cases from the text, and you’ll write about what one case focused on, how it went right—or wrong—and what could have been done differently. RPs will count for 15% of your grade.

6. Teamwork

On our second class day, we’ll form teams of three people. Each team will have a semester-long project in which you’ll choose a client and create a strategy for their approach to a public relations idea or issue. (We’ll discuss the difference between strategies and tactics in class.) You can pick the client as a group, choosing a company, non-profit, or other group that interests you.

Team Case Study and Presentation (30%):

The purpose of this assignment is to give you experience as a team analyzing public relations work, assessing the strengths and weaknesses of a company or issue your team chose in the first two weeks of the class. You’ll also become more adept at gathering data/information from a variety of sources and in presenting this information to others. Your best work is expected on this project. You should begin working on this project early in the semester and work on it consistently throughout the semester. You will present your work on this project in two phases:

Part 1, Team Proposal, 5%:

You’ll be divided into six teams of three students. Your team will choose a case to study by identifying a problem, opportunity or ethical issue that an organization faces that requires significant public relations involvement. Each team will select its own case/organization, and we will discuss and fine-tune your goals in class. One person on your team will turn in your team proposal via Sakai by January 21. It should be 2 pages, double-spaced. The proposal will count for 5 points toward your team grade and 5% of your final grade.

Part 2, Mid-Semester Presentation, 5%:

Your team will present to the class the progress you’ve made so far on your final project. This is not expected to be a polished presentation. It’s meant to help you gather input from your peers on what you’ve accomplished so far and get ideas about where to direct your efforts for the final project. By this point you should have accomplished these things:

Collected background information and collateral from the organization itself. This can include press releases from the company, Tweets and social media shares, brochures or other hard copy materials, and should include information on that organization’s goals, mission and values, financial standing, products/services, and history.

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JOMC 431PR Case Studies

Laura Marshall, lhmarsha@unc.edu

Gathered detailed information on one specific issue or situation the organization faces and the facts that led up to the issue. Explain why the issue is important and identify the key stakeholders for that issue.

Researched media coverage the organization received that relates to your issue using a variety of methods, including database searches, current broadcast and print news, websites and social media.

This informal presentation will occur on March 18th. The presentation should last 10 minutes, with an additional 3 minutes for questions.

Part 3, Final Presentation and Paper, 20%:

The final part of your project involves critical analysis and recommendations. You will make a final team presentation to the class on April 20th or and hand in a group paper on or before April 20th at 5pm.

You will present, as a group, a PowerPoint summarizing the case. The presentation should last approximately 15 minutes, with 5 minutes for questions. (Again: watch your time.) The presentation should summarize important points and concepts from your Part 1 presentation and include:

Additional media coverage that occurred after your first presentation. Additional materials that relate to the issue, product or “problem” you’re studying that

were distributed by the organization after your first presentation. Your team’s interpretation of the organization’s public relations output and impact

objectives. The public relations strategies and tactics the organization used to deal with the

situation. The organization’s theme and key messages as well as those coming from their

stakeholder groups. A critical analysis of the how the organization dealt with the situation. Did they

accomplish their goals and objectives? Why or why not? What could this organization have done differently to achieve a better outcome?

Recommend additional strategies and tactics based on what you know of the case and what you have learned in this class about effective public relations.

Thoughts about how the organization could have been more proactive to prevent the issue from becoming a problem and/or thoughts about how it might continue in the future with a more proactive vs. reactive mindset (to prevent future issues).

Your group paper, due April 20th at 5pm, will synthesize all of your work (Parts 1 and 2) on the project. It must be 7-10 pages, double-spaced (not including supplementary materials such as references and appendices), in a 12-point font, and with one-inch margins. It should include a reference list of all of your sources, written in APA style (which we will discuss in class). Copies of media coverage, collateral, and other documents pertinent to your case should be attached to the back of the paper. JOMC standards for accuracy, spelling, grammar, and punctuation apply.

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JOMC 431PR Case Studies

Laura Marshall, lhmarsha@unc.edu

7. Individual Case Study

This is due March 18th. In your individual case study, you will choose one example of a public relations case relevant to the organization or issue your group has chosen to focus on. Each group member will write up a different relevant case, and include in your two-page analysis the facts of the case, references you used, and your evaluation of how and why it was a successful or unsuccessful example of public relations. The idea of this assignment is to come up with strategies and tactics from each individual case that you can use with your group in your final project.

UNC Honor Code

The University of North Carolina at Chapel Hill has had a student-led honor system for over 100 years. Academic integrity is at the heart of Carolina and we all are responsible for upholding the ideals of honor and integrity. The student-led Honor System is responsible for adjudicating any suspected violations of the Honor Code and all suspected instances of academic dishonesty will be reported to the honor system. Information, including your responsibilities as a student is outlined in the Instrument of Student Judicial Governance. Your full participation and observance of the Honor Code is expected.

UNC does not tolerate harassment based on gender, race, religion, sexual orientation, culture, disability, or for any other reason. It is also a violation of the Honor Code and Title VII of the Civil Rights Act (1964) and Title IX of the Educational Amendments. If you need assistance with a harassment issue or problem, bring it to my attention or The Office of the Dean of Students, dos@unc.edu or 919.966.4042.

Further, the Accrediting Council on Education in Journalism and Mass Communications (ACEJMC) requires that, irrespective of their particular specialization, all graduates should be aware of certain core values and competencies and be able to:

Understand and apply the principles and laws of freedom of speech and press for the country in which the institution that invites ACEJMC is located, as well as receive instruction in and understand the range of systems of freedom of expression around the world, including the right to dissent, to monitor and criticize power, and to assemble and petition for redress of grievances;

Demonstrate an understanding of the history and role of professionals and institutions in shaping communications;

Demonstrate an understanding of gender, race ethnicity, sexual orientation and, as appropriate, other forms of diversity in domestic society in relation to mass communications;

Demonstrate an understanding of the diversity of peoples and cultures and of the significance and impact of mass communications in a global society;

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JOMC 431PR Case Studies

Laura Marshall, lhmarsha@unc.edu

Understand concepts and apply theories in the use and presentation of images and information;

Demonstrate an understanding of professional ethical principles and work ethically in pursuit of truth, accuracy, fairness and diversity;

Think critically, creatively and independently; Conduct research and evaluate information by methods appropriate to the communications

professions in which they work; Write correctly and clearly in forms and styles appropriate for the communications

professions, audiences and purposes they serve; Critically evaluate their own work and that of others for accuracy and fairness, clarity,

appropriate style and grammatical correctness; Apply basic numerical and statistical concepts; Apply tools and technologies appropriate for the communications professions in which they

work.

Students with disabilities

If you require special accommodations to attend or participate in this course, please let me know as soon as possible. If you need information about disabilities visit the Learning Center website at http://learningcenter.unc.edu/ldadhd-services/ or call 919-962-3782.

Diversity

The University’s policy statements on Equal Employment Opportunity and Nondiscrimination are outlined at http://policy.sites.unc.edu/files/2013/04/nondiscrim.pdf. In summary, UNC does not discriminate in offering access to its educational programs and activities on the basis of age, gender, race, color, national origin, religion, creed, disability, veteran’s status, sexual orientation, gender identity, or gender expression or disabilities.

Use of laptops and smartphones

You’re expected to bring to class a laptop or some other way to take notes: pen and paper are fine, of course. Know that checking Facebook, Snapchat, Instagram, Pinterest, Twitter or other social media just to find out what your friends are up to during class time is not OK, and if you appear not to be paying attention you may well get called on.

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JOMC 431PR Case Studies

Laura Marshall, lhmarsha@unc.edu

Semester Schedule

Week Date Topic Readings Due

Assignments Due

1 Jan. 7 Introductions and syllabus Syllabus Read syllabus (on Sakai)

2 Jan. 12 What is PR? Action and process

Team assignments

Chapters 1 and 2

Jan. 14 Media Relations

Decide on a team project topic

Ch. 3 RP1

3 Jan. 19 Martin Luther King Jr. Day: No class

Jan. 21 Team project details; planning Project proposal due by end of class today (p. 5 of syllabus)

4 Jan. 26 Social media: Facebook, Twitter, Pinterest, Instagram, Snapchat et al

Ch. 4 RP2

Jan. 28 Internal communication: employee relations

Ch. 5 Present a case example to class

5 Feb. 2 GUEST SPEAKER: Stephanie Brown, Park Librarian on researching your topic

Bring one research question to class

Feb. 4 Community relations Ch. 6 RP3

6 Feb. 9 Team account updates Present at least 3 slides to class

Feb. 11 TENTATIVE: Cynthia Baur, PhD, Senior Advisor on Plain Language, CDC

The Clear Communications Index

Read Index Score Sheet at www.cdc.gov/ccindex

7 Feb. 16 Consumer relations Ch. 9 RP4

Feb. 18 Investor relations: communicating with stockholders

Ch. 8

8 Feb. 23 Team work session RP5

Feb. 25 Public Affairs, Government Relations Ch. 7

9 Mar. 2 Midterm exam and group work

Mar. 4 Guest speaker: Rob Lamme RP6

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JOMC 431PR Case Studies

Laura Marshall, lhmarsha@unc.edu

Week Date Topic Readings Due

Assignments Due

10 Mar. 16 International relations Ch. 10

Mar. 18 Team account mid-point presentations

Individual case studies due

Individual Case Study

11 Mar. 23 Special publics: working with specific audiences

Ch. 11 RP7

Mar. 25 GUEST SPEAKER Joseph Cabosky, M.A, J.D., Doctoral Fellow

12 Mar. 30 Crisis communications: public relations in emergencies

Ch. 12 RP8

April 1 GUEST SPEAKER: Lt. Scott McBride, USCG

13 April 6 Integrated marketing communications Ch. 13 RP9

April 8 Paper and presentation guidelines

14 April 13 Group work RP10

April 15 Team presentations (first group) Slides (if your team is presenting)

15 April 20 Team presentations (second group) Slides (if your team is presenting)

April 22 Case study feedback and wrap up

Course evaluations in class

Group work

Peer evaluations due

16 April 27 Final case study papers due by 5pm

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