Media Advocacy (Aug 2017-May 2018)

Class on Fridays from 9.30 to 11.00 in Room C2 NAC for BA (Hons) Economics and Law.

Please note that the first session is scheduled to start on Friday 25th August 2017.

Module Specification Sheet

25th August 2017
Introduction

1st September 2017
We carry on with the introductory lecture notes. Then, we start discussing Targets and Images

8th September 2017
We complete discussion of lecture notes already shared and discuss forthcoming exercises. Please make sure you print the lecture notes and bring them before coming to class for taking down notes as supplementary material.

15th September 2017
Please make sure you all have a copy of all lecture notes and read them before coming to class for a more interactive discussion.
All students have been asked to pick one newspaper issue published this week and to provide an assessment of the content in order to determine what proportion of news content is triggered by PR. Please bring the paper when coming to class and be prepared to present your analysis to the class.

Important notice: no class on 29th September
However, you are requested to complete the work which I had assigned to you. Please liaise with your class representative for information about how to conduct the assignment as per explanations given in class on Friday 15th September.

In order to make up for the missed session, I am proposing that we start the class at 9.00 and finish at 11.30 on Friday 6th October.

6th October
Class from 9.00 to 11.30

All students are expected to have completed the assignment (evaluation of one newspaper each to determine share of editorial content vs. advertising + share of PR-triggered content within editorial content).
We will also catch up on all pending lecture notes.
Next sets of lecture notes and reading material:

Friday 13th October
No face to face session but students are expected to rework their presentation on their analysis of PR-triggered vs. pure journalistic content in newspapers. You are also expected to catch up on all lecture notes and read before coming to class.

Friday 20th October
Students will present their analysis of newspaper content.
We discuss the sets of notes which were posted before. Please make sure you prepare before coming to class. We start at 9.00 instead of 9.30.

Friday 27th October
Those who have not yet presented their analysis as well as those who need to amend should be prepared to give their presentation of newspaper analysis.
We also discuss the previous sets of lecture notes which had not yet been completed, followed by discussion on Publics and Models. All students are expected to come prepared for the class discussions on notes given.

Friday 3rd November
Reminder: As agreed for the coming sessions, we start at 9.00
Those who have not yet presented their analysis as well as those who need to amend should be prepared to give their presentation of newspaper analysis.
We finish discussing lecture notes already uploaded.
New set of lecture notes: Planning PR

Friday 10th November
Reminder: As agreed for the coming sessions, we start at 9.00
This will be the last opportunity for those who have not yet presented their analysis as well as those who need to present an amended analysis.
We finish discussing previous lecture notes.
New set of lecture notes: Press Relations

Friday 24th November
We discuss the lecture notes already uploaded. We will also discussion the holiday assignment and the class test.

Friday 1st December
Last session for the semester. We discuss lecture notes on Press Relations as well as the holiday assignment which will be due on the first week of semester in January 2018.
All students are expected to come to class on 1st December with a list of potential firms (where they believe they could be later employed) and start doing some preliminary research on these (history, setup, media coverage, etc.). The final choice will have to be validated in class. You will be expected to conduct a thorough situation analysis during the holidays in view of formulating a communication strategy at a later stage.
Note: The test will be held on the 2nd week of Semester 2.

Friday 19th January 2018
1st week of Semester 2
Students are all expected to come to class with the following:

  • The name of potential firms
  • Documentary evidence of preliminary research (copies of brochures, newspaper articles, printed webpages, etc.)

Students should be prepared to answer orally a few questions pertaining to the following:

  • How they project themselves in that firm (position, department, etc.)
  • Brief overview of firm (history, activities, typical clientele, brand positioning)

All students are expected to be more regular in attendance as from now.

Reminder: There will be a test on Week 2 of the Semester, i.e. on 26 January.

Friday 26th January
Since last session on Friday 19th was cancelled due to cylconic weather, this will be your first week of Semester 2. The same instructions apply as above.
Please note that the test is now scheduled for Friday 2nd February.
Update: Please note that we will be in Room 1.4 henceforth.

Friday 2nd February
In-class test was held

Friday 9th February
Individual oral presentations of companies, positioning analysis and proposals (mock employee exercise)
There will be a drawing of lots to determine order of presentations so please make sure you are punctual.

Friday 16 February: public holiday

Friday 23 February
Individual oral presentations of companies, positioning analysis and proposals (mock employee exercise) as per discussion at the previous session.

There will be a new drawing of lots to determine order of presentations so please make sure you are punctual.

Friday 2 March
We carry on with individual oral presentations of companies, positioning analysis and proposals (mock employee exercise).

There will be a new drawing of lots to determine order of presentations so please make sure you are punctual. All students should be present and ready to present.

Friday 9 March
We carry on with individual oral presentations of companies, positioning analysis and proposals (mock employee exercise).

There will be a new drawing of lots to determine order of presentations so please make sure you are punctual. All students should be present and ready to present.

Tuesday 13 March
Special replacement session to complete all remaining presentations. No class on Friday 16 March

Friday 23 March
We resume normal lectures with a quick review of the notes on Press Relations and a practical exercise to write a press release.
to prepare for this exercise, please read the following:
How to write an effective press release.
A complete guide to writing an effective press release

Friday 30 March
I gave an exercise last week. All students should come with their first version of the press release for vetting and correction. We will spend some time working together on this.
Lecture notes for discussion: Crisis PR Management

Friday 6 April
Only 3 students were present in class last week. This should not happen. I provided advice on how to rewrite their press release. I expect all students to come to class with a final press release (Highlands exercise). As already announced, you will all be expected to write a press release for the company on which you worked for your oral presentation and this exercise is thus very important (there may be such an exercise for final exams too).
We will quickly go through the Crisis PR Management notes after looking at your respective press releases.

Friday 13 April
All students should bring their draft press release (for the company they chose for presentation).

Friday 20 April
This is the last session for the year. All students should bring their final press release for correction. I have sent some past exam papers by email. If you have any questions in view of final exams, this will be your last chance to ask them in class.

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