Syllabus: SPRP

8/10/2019 Syllabus: SPRP

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Course Subject :ESPRP01 Strategic PRPlanning

Teaching Team :Sriati Rusmin ([email protected]);

SCU : 4 credits Valid date : 1 November 2014

Pre-requisites : NONE Syllabus designed by : Sriati Rusmin M.Si

No. Category Description

1CourseDescription

This Strategic PR Planning course focuses on the students ability to be Communication practictioners who canproduce Strategic PR Planning for their organizations or clients all the time. Not many of them has the skill andbackground knowledge to produce one that is comprehensive, proper and operationable or has the right andsystematic flow from beginning to the end of plan. This subject will provide students with guide for a solid plan as iscommon in the PR/Communication industry.

2Learning

Outcomes

After completing this Strategic PR Planning course, students are expected to be ableto:L1. Understand :a. what Strategy & Planning are, why they are important, theories they are based on; b. Business orOrganizational strategy on which PR Strategy will derive from; c. the 4 Phases and 9 steps Process & d.the FormativeResearch that is critical to setting a Strategy;L2. Set up Goals and Objectives; Formulate response strategies and actions; & Practice and be tested on theirknowledge and analyzing skills;L3. Broaden their knowledge with practices in different institutions; &Design effective core and related messages;L4. Define effective communication plan of actions; Develop a comprehensive PR schedule & a crisis communication

THE GUIDANCE OF TEACHING PROGRAM

Postgraduate Program of The London School of Public Relations-Jakarta

Revision: 00


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plan;L5.; Integrate PR planning into marketing programme or vice versa; & Develop appropriate study to evaluate resultand assess the future condition

In general, after completion of this course, the student is expected to be able to be familiar with logical steps inCommunication Strategy (research > analysis > plan > implement > evaluate) and bring those to a workable strategicplan.

3 Grading A: 90-100; A-: 85-89.99; B+: 80-84.99;B: 75-79.99; B-: 70-74.99; FAIL: Below 70.00

4Assessmentcomponent

No. Component Percentage CILO Due date1. Weekly Post Quiz 5% CILO1 End of every week*2. Twice weekly Group Discussion 5% CILO1,2,3 Every Wed and Sat 1500pm WIB3. One (1) Group assignment 10% CILO2,3,4,5 End of week 9, Sat 20Dec2014*4. Two (2) Individual assignments 10% ** CILO2,3,4,5 End of weeks 5&14,Sat22ndNov2014& 7thFeb2015*

5. Midterm Exam 30% CILO1,2 Sat13th Dec 2014 (on campus)6. Final Exam 40% CILO1,2,3,4,5 Sat21st Feb 2015 (on campus)-----------------------------------------------------------------TOTAL Grading 100%

All online materials are accessible from elearning.lspr.eduwebsiteAssignments are all submitted online from elearning.lspr.eduwebsite

* Saturday at 2350pm WIB** Each Individual assignment is graded at 5% each towards final grade

5Lecture livechat

Lecturers will be available for a live online chat session with students for 30 minutes during the following timeslots

Day Consultation slotWednesday 20.30pm to 21.00pm WIBSaturday 20.30pm to 21.00pm WIB

Chat is accessible from elearning.lspr.eduwebsite


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6 Class policies

Students are expected to,

Complete 100% every weekly activity: Pre & Post quizzes, practices quizzes, View class video, audio, transcript,presentation slides, Twice weekly Group discussion assignments before the end of every weekly session(Saturday midnight 23.59pm)

Participate in group forum discussion and twice weekly chat regularly.

Plan on obtaining any notes, announcements, and so on from their fellow class mates, in the event ofemergencies.

Arrive to class on time for each on campus session. On campus sessions will begin promptly, and tardiness is aninterruption that is both rude and distracting for both the instructor and students. Note that any information studentsmiss as a result of being late is their responsibility.

Absence policy

Student who do not complete 100%of every weekly activity before the due date, will be considered not presentin that session (absence).

The maximum number of zero absence in this course is four (4) times. If the student has four or more absence,the student will not be allowed to take the final exam.

Hence the failed student will have to retake the coursein future semesters to pass the course.

For on campus session, to provide a classroom that is conducive to learning, please refrain from,

Answering cell phones or replying to text messages

Engaging in conversations with fellow classmates outside of the scope of the class

Any other disruptive behaviour

Academic dishonesty in any form will not be tolerated. Students are encouraged to become familiar with the LSPRCode of Conduct as they relate to academic dishonesty/cheating.

All assignments are due on the date specified in the discussion with the lecturer.Students may, however, turn in any assignment in advance of the due date.Only important topics will be discussed in class, and it is the students responsibility to read other related topics.

7 Peer reviewTo ensure fairness in grading of group assignment, students will be requested to conduct anonymous peer reviewevery end of the semester/ course. Students are encouraged to grade their group peers fairly using an online matrix


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that covers individual contribution towards group discussions and group assignments.

8ClassEnvironment/Policies

In order to achieve previously identified course objectives, we will follow an interactive class format. Students areexpected to come to class on time, take notes and prepare the assigned class material for each session by doingsome readings and/or case studies.

In the interest of providing a meaningful learning experience and creating and exciting class environment, studentsthoughtful participation is required, whereby students own experiences, comments, anecdotes ought to be shared,including relevant issues and question raised in class.

Considering the intensive nature of this module and heavy emphasis on class discussion and interaction,attendance of all sessions and class participation are necessary for a successful completion of thiscourse.

9Description ofTeachingMethod

The course method will consist of lectures, facilitation, presentations, assignments and paper submission. The lecturerorganizes, supervises and facilitates the class as well as conduct lectures in the first few meetings. The students willthen be asked to lead class discussions and make report presentations. For their own benefit, students are expected

to read the assigned chapter(s) prior to the pertinent class sessions, and optional reading (choices from suggestedreference books or other related PR books).

Short case studiesthat illustrate the complexities of Corporate Communications management and invite students

to apply their ideas in practical problem solving.

Classroom participationis expected and required. This will be evaluated using a self-evaluation format.

Group assignment with the objective of getting a deeper understanding into some important concepts and

applications. With this assignment, students will have to analyze Corporate Communications management case

studies and present professional presentation. Group participation is expected and will be evaluated using a group

& self-evaluation format. Assessment is based on the quality of group assignment, contribution to the coursework,

and involvement in the class. It must be noted that group assignment means members of the group are to work as

a team, and there should be no free riders!

10AcademicHonesty

Any type of activity that is considered dishonest by reasonable standards may constitute academic misconduct. Themost common forms of academic misconduct are cheating and plagiarism. All instances of academic dishonesty willresult in a grade of zero for the work involved.

11 Anti- All assignments will need to have a signed declaration on the 2nd page (after the cover) that the material submitted is


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PlagiarismPolicy

the students own work and that all work taken from other sources is properly acknowledged.

Use this wording on the 2ndpage of each report :

I certify that the attached assignment is my own work and that any material obtained from other sources has beenacknowledged.

I grant permission to the London School of Public Relations to make copies of assignments for assessment, reviewand/or record keeping purposes. I note that the London School of Public Relations reserves the right to check myassignment for plagiarism.

Signed Date

Penalty for students who performed plagiarism: FAILED from the subject.

1st / cover page:

Course titleTopic titleStudent Name:NIM:Class:Concentration:Lecturer name:

Sekolah Tinggi Ilmu KomunikasieLearning Postgraduate Programme of LSPR

City, Month, Year

2ndpage:I certify that the attached assignment is my own work and that any material obtained from other sources has beenacknowledged.


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I grant permission to the London School of Public Relations to make copies of assignments for assessment, reviewand/or record keeping purposes. I note that the London School of Public Relations reserves the right to check myassignment for plagiarism.

Signed Date

12 Referencing

PGP applied APA (American Psychological Association) as references system for all paper work in each subjects(latest version is 6th Edition, 2010).

1. Worldwide acceptedInternational/ national conferences and reputable journals.2. Up dated revisions.3. Easy for students: Students will learn while practicing this references before doing thesis.4. Easy to learn : www.apastyle.organd feel free to come to the Thesis Depart. (on the 9th floor with Ms.Sari/Hani)

and ask for softcopy file.

13General

Policy

Students must abide by policies in the LSPR Student Handbook, and the Basic Graduate Student Responsibilities.

14AttendancePolicy

Students are expected to log in and participate as part of their learning in the course. Instructors establish specificpolicies relating to absences in their courses and communicate these policies to the students through the coursesyllabi. Individual instructors, based upon the nature of the course, determine what effect excused and unexcusedabsences have in determining grades and upon students ability to remain enrolled in their courses. LSPR reserves theright to determine that excessive absences, whether justified or not, are sufficient cause for institutional withdrawals orfailing grades.

15Online

Etiquette

It is expected that students in this class will conduct themselves with good sense, courtesy, and dignity in all course-related activities. This includes your behavior towards other students and the instructor. Inappropriate language orflaming will not be tolerated and can negatively affect your grade.

It is imperative that students in an online environment exhibit proper online etiquette and appropriate online behaviors.

Students deemed to exhibit inappropriate online behavior may be dropped from the course.

Students are expected to participate in all discussions and virtual classroom chats when directed to do so. Studentsare to be respectful and courteous to others in the discussions. Foul or abusive language will not be tolerated.


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Discussion, chat, and e-mail spaces within this course are for class purposes only, unless otherwise stated. Pleaseremember to conduct yourself collegially and professionally. Unlike in the classroom setting, what you say in the onlineenvironment is documented and not easily erased or forgotten.

The following guidelines apply: Avoid using ALL CAPS, sarcasm, and language that could come across as strong or offensive. Use proper punctuation, grammar and be sure to edit your contribution before posting. Read all postings before posting your responses to discussion topics so as to not unnecessarily repeat information. Keep chat comments brief and to the point. Focus on one topic at a time when chatting or posting to discussions. Remember that unlike in face-to-face learning environments what you say in discussions and chats is documentedand available to be revisited. Choose your words and discussion topics carefully. E-mail should only be used for messages pertaining to the course. Please refrain from sending forwards, jokes, etc.within e-mail.

The majority of online class time is spent posting opinions and sharing information. Therefore, it is very important tocommunicate with courtesy and professionalism. Professional Courtesy includes respecting others' opinions, beingcourteous and respectful, and working together in the spirit of cooperation. Sexist, heterosexist, and racist languageshould not be used when communicating in the course. Slang should not be used in the discussion posts. The sameguidelines for professional communication in the classroom apply to content that a student references in a discussionor assignment. Please make sure that all content that is brought into the online classroom is professional in nature. If astudent links to material that is non-professional, derogatory, pornographic, or promotes personal opinion (such aspolitical or religious agenda) the link will be deleted and the student may be subject to further disciplinary action.

Since we cannot see each other in the online environment, it is hard to tell if a writer is bashful, bored, sarcastic, angry,or just kidding. Therefore, when you critique your classmates, please proof-read your responses carefully before youpost them. Refrain from slipping into arguments. Be sensitive and positive in your approach to others, and careful with

your words. You are encouraged to visit the following websites and review proper communications in the electronicformat:

www.albion.com/netiquette/

www.bspage.com/1netiq/Netiq.html16 Communicati All emails or discussion postings will receive a response from your professor within 48 hours.


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onExpectationsand

Standards

You can send email anytime that is convenient for you. Lecturer will check their email messages during the daythroughout the work-week (Monday through Friday) and will respond to email messages during the work-week by theclose of business (5:00 pm) on the day following their receipt of them. Emails received by lecturer on Friday will be

responded to by the close of business on the following Monday.When sending email, use your lspr.edu email address. Lecturers have the right to Not respond to emails that are,a. Non-lspr.edu, as there is no way to authenticate the sender. Make sure students include your name, title of the

course, time of the course and a brief reason for your email in the subject line.b. Without a subject line. Take the time to use proper spelling and grammar in your email. You are contacting your

lecturer, NOT a friend. This is professional email addressing a specific concern related to your education. Takeresponsibility for your concern and address me in a professional manner. Lecturers will always address you withthe same professionalism and courtesy.

c. With improper/bad: grammar, spelling and/or basic professionalisms or courtesies.

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Submissionand

Collection ofAssignment

In regards to the given Individual and Group assignments, students are expected to,

Submit all assignments before or on the due date specified in the discussion with lecturer.

Late submission will be penalized by -3 (minus three) per day deducted from your score.

18LearningSupport

Students should first email the LSPR S2 Online Program Helpdesk at [email protected] for learning oracademic issues with accessing your online course or call at +62 858 177 03214The helpdesk is available 24 hours a day/7 days a week via email or whatsapp.The helpdesk strive to respond to any email or whatsapp based query within 24 hours.For callers, the telephone line is available during office hours, Monday to Friday: 0900am to 1700pm.

Course Outline (CILO: Course Intended Learning Outcomes)

Week CILO Session topic Method* MediaDuration

(hour)References

1 CILO1

Introduction to Strategic PR Planning: Overview of

the course.Covering: Course overview, Study method,course assignments, References, Grading System

P, D, Q&A On

Campus 2.5

TBD

2 CILO1Session topic:Understanding Public Relations Context

P, D, Q&AInternet 2.5 TBD


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(hour)References

Subtopics / Video topics:1. What is PR?2. Who needs PR?3. History of PR4. How to do it in PR?

3 CILO1

Session topic:The 4 Phases PR Planning Process

Subtopics / Video topics:1. The purpose of developing PR plan2. First thing first: Do your homework3. Define your campaign goal4. Identify your media target

P, D, Q&A Internet 2.5 TBD

4CILO1

Session topic:What Required To Be PR Professional

Subtopics / Video topics:1. Job description2. Job activities3. Knowledge requirements4. Skill & abalility requirements


5 CILO1

Session topic:

Internal Communication: The First Step in A SuccessfulPR

Subtopics / Video topics:1. Internal PR: Why matters?



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(hour)References

2. Steps in establishing internal PR program (1)- Survey the landscape- Develop a core communication

document3. Steps in establishing internal PR program (2)

- Get senior management on board- Engage middle management- Have a dialogue with employees

4. Steps in establishing internal PR program (3)- Determine the communication channels- Measure and report results- Stay the course

6 CILO2

Session topic:Review of Different PR Planning Models

Subtopics / Video topics:1. The basic questions for PR planning2. Review of different planning models: Cutlip

planning model3. Review of different planning models: Austin &

Pinkleton planning model4. Review of different planning models: Gregory

planning model

P, D, Q&AIndividualAssignment01 submissiondue:Analysis

of a real lifesituation

Internet 2.5 TBD

7 CILO2

Session topic:Developing PR Planning for a Project/Event

Subtopics / Video topics:1. Developing key messages2. Formulating strategy3. Tactics



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(hour)References

4. Communication channels

Strategy : Proactive and Reactive

8 CILO1,2 MID TERM EXAMOn

Campus3.0

9 CILO3

Session topic:Evaluating PR Prpgram

Subtopics / Video topics:1. Media analysis: Statistic base evaluation2. Media analysis: Content base evaluation3. Response rate analysis4. Complaint analysis

P, D, Q&AGroup

assignmentdue:Produce

ownsorganizationgoals andobjectives

Internet 2.5 TBD

10 CILO3

Session topic:Clasical PR Case Studies

Subtopics / Video topics:1. The case from a luggage manufacturer2. The case of Venida hairnets3. The case of Beechnut Packing Company4. The case of American Tobacco


11 CILO4 TBD P, D, Q&A Internet 2.5 TBD


13 CILO4 P, D, Q&A Internet 2.5 TBD


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(hour)References

TBD

14 CILO5 TBD

P, D, Q&AIndividualAssignment02due date:

Produce acomprehensive

Strategic PRPlanning

Internet 2.5 TBD


16CILO1,2

,3,4,5FINAL EXAM

IndividualTake-Home

Exam: Producea

comprehensivePublic Relations

Planning onparticular

corporation

Home

Abbrev iat ions:

*Method: P: Presentation; D: Discussion; Q&A: Question & Answer; Pr: Practice

Reference List:

No. Type Code Cat Info

1 MR MR1 B Hendrik, Jerry A. (2001) Public Relations Cases. American University. Thompson Learning, Wadsworth.

2 MR MR2 B Fearn-Banks, Kathleen (1996) Crisis Communication. Lawrence Erlbaum Associates Publishers, Mahwah, New Jersey

3 MR MR3 B Kotler, Philip & Lee, Nancy (2005) Corporate Social Responsibility, Wiley. John Wiley & Sons, Inc


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No. Type Code Cat Info

4 MR MR4 B Harisson, Kim (2011) Strategic Public Relations. Palgrave Macmilan

5 OR OR5 J

Zerfass, Ansgar & Dhring, Lisa (2012) Between Convergence and Power Struggles: How Public Relations and Marketing

Communications Professionals Interact in Corporate Brand Management. Public Relations Journal Vol. 6, No. 5. Downloadedfrom : prsa.org/intelligence/prjournal/documents/2012zerfass.pdf Accessed on 31stOct2013, 21.00pm

6 OR OR6 J

Michaelson, David; Wright, Donald K.; & Stacks, Don W. (2012) Evaluating Efficacy in Public Relations/CorporateCommunication Programming: Towards Establishing Standards of Campaign Performance. Public Relations Journal Vol. 6,No. 5. Downloaded from: instituteforpr.org/wp-content/uploads/Michaelson-Wright-Stacks-PR-Journal-2012-Vol-6-No-5.pdfOn 31st Oct2014, at 2100pm

7 OR OR7 JLindenmann, Walter K.(2003) Guidelines for Measuring the Effectiveness of PR Programs & Activities. The Institute for PublicRelations. Downloaded from: instituteforpr.org/wp-content/uploads/2002_MeasuringPrograms.pdf on 31st Oct 2014, 21.00pm

8 OR OR8 PUAB (2010) Study Guide for the Examination for Accreditation in Public Relations: A Preparation Tool for Candidates, 2ndEdition. Universal Accreditation Board. Downloaded from: old.praccreditation.org/documents/aprstudyguide.pdf on 31st Oct2014 2100pm.

Notes.

Type: MR: Mandatory Reference, OR: Optional Reference Cat: B: Book, J: Journal, P: Paper

Session schedule:

Week 1 2 3 4 5 6

Session Sat01st Nov2014Mon3rd-Sat8th

Nov2014

Mon3rd-Sat8th

Nov2014

Mon10th- Sat15th

Nov2014

Mon17th -

Sat22nd Nov2014

Mon24th -Sat29th

Nov2014

Location On Campus Online Online Online Online Online

Exam

Assignment due

date

Individual

assignment01

Week 7 8 9 10 11 12

SessionMon1st-Sat6th

Dec2014Sat13Dec2014

Mon15th-Sat20th

Dec2014

Mon05th-Sat10th

Jan2015

Mon12th-Sat17th

Jan2015

Mon19th-Sat24th

Jan2015


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Week 7 8 9 10 11 12

SessionMon1st-Sat6th

Dec2014Sat13Dec2014

Mon15th-Sat20th

Dec2014

Mon05th-Sat10th

Jan2015

Mon12th-Sat17th

Jan2015

Mon19th-Sat24th

Jan2015

Location Online On Campus Online Online Online Online

Exam Mid exam

Assignment due

date

Group

assignment

Week 13 14 15 16

SessionMon26th-Sat31st

Jan2015

Mon02nd-Sat07th

Feb2015

Mon09thSat14th

Feb2015Sat21st Feb2015

Location Online Online Online On Campus

Exam Final exam

Assignment due

date

Individual

assignment02

Prepared by :

Assessor(Lecturer)

Checked by :

Internal Verifier(Programm e Director)

Authorized by :

Internal Coordinator(Head/Deputy o f PGP)

Tgl. | | 2014 Tgl. | | 2014 Tgl. | | 2014

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