Media Advocacy (Aug-Dec 2009)

Lectures every Thursday from 11.00 to 12.30 in Room 2.4 NAC
As from 8th September, class is on Tuesdays from 11.30 a.m. to 1 p.m in Room 2.2 NAC

Module Outline

13th August
Introduction

20th August
Key concepts
Official PRSA Definition
Targets and Images

27th August
Please continue reading the lecture notes on Targets and Images and the handouts ‘Key Concepts’ and ‘Official PRSA Definition’
New lecture notes to be read: Organisational Settings
Handout with MCQs to be worked out: Cutlip-questions

Please note that class will be held on Thursday this week, i.e. 3rd September from 11.00 to 12.30 as I am not free this Tuesday.
However, the lecture will be shifted to Tuesdays as discussed as from next week, i.e. 8th September.

8th September
Class in room 2.2 from 11.30 a.m. to 1 p.m.
Publics and models

15th September
Sorry for last week.
We will look at the lecture on Publics and Models this week.

22nd September
Planning PR

29th September
Reminder: Students should bring their SWOT analysis of UOM for discussion and information about the Texaco racism crisis.
We will work on a case study to be distributed in class.

6th October
We carry on with the SWOT exercise. All students to bring their answers to the case study.

13th October
Lecture on Press Relations
Also, students are expected to work in teams to carry out a survey with a particular group of stakeholders to determine the image/perceptions for UOM. The team composition and stakeholder group chose should be communicated to me in class.

20th October
We carry on with the lecture on Press Relations.
Reminder: students are expected to carry on with their groupwork about a stakeholder group’s perception of UOM. This part should be completed by next week.

27th October
I will hand out the MCQ we did last week and discuss your answers. We will also do a roundup of your assignment on the stakeholder group. The deadline for first phase has been extended to next week (3rd November), when I will validate your work so you can move on to the second phase (proposal for a communication strategy) which will be due by 17th November. As a reminder, each team will have to hand in a portfolio with the findings from the first phase and your proposal for the communication strategy plus do a brief class presentation. These will all count towards continuous assessment.

3rd November
Validation of first phase findings.

10th November
We will be doing some exercises in class

To read: an example of Press Relations Campaign
- E/S Orcelle Clean Ship Case Study for Press Relations
Presentation of case study
Trade release
Consumer release
Daily Telegraph article

- Media Relations – lecture notes available on the MIT OpenCourseWare
Teams which have not already presented their phase one findings should bring these in class for a brief presentaion.
Reminder: all teams should be ready for presentation of their strategy and submission of portfolio on 17th November (which will be our last session). The assignment will be counted for continuous assessment marks.

17th November
Presentation of second phase of assignment by all teams and submission of the final portfolio for evaluation. I will let you know about the room number if I manage to get one on Monday. Please watch this page. I will also notify the class rep.
Update (16th Nov): Class will start at 12.30 in the same room. We can keep the room until 2.30 p.m. There is a PC with an RGB projector. Please try to keep your presentations under the 10-minutes duration.