Professional Documents
Culture Documents
Course Code MGT303 Course Category Course Title PUBLIC RELATIONS Courses with conceptual focus Course Planner 17682::Puneet Bawa Lectures 4.0 Tutorials Practicals Credits 1.0 0.0 5.0
TextBooks Sr No T-1 Title Public Relations: Strategies and Tactics, 9/e Reference Books Sr No R-1 R-2 R-3 R-4 Other Reading Sr No OR-1 OR-2 OR-3 OR-4 OR-5 OR-6 OR-7 OR-8 OR-9 OR-10 OR-11 OR-12 OR-13 Journals articles as Compulsary reading (specific articles, complete reference) Case Study:Abu Dhabi National Oil Company (ADNOC) Muhammad I. Ayish Dean Kruckeberg , Case study:Samsung Spirit of Sport Contest: Samsungs Olympic Campaign in the U.S. Jooho Kim Samsup Jo , Case study: Australias Together We Do Better Campaign: Diversifying Mental Health Benefits for Local Communities Meta G. Carstarphen , Case study:Vision 2020: Multicultural Malaysias Campaign for Development Anne Cooper-Chen Teck-hua Ngu Abdul Halim Taib , Case study: Against the Grain: Zambias Hunger Crisis and the Controversy Over Genetically Modified Food b j Altschul , Case study: The Social Role of Public Relations in Latin America: A Ten-Country community Relations Program Becomes an Effective Public Relations Tool for a , Case study: Public Relations in the Caribbean: HIV/AIDS Public Information/Education Campaigns in The Bahamas Juliette Storr , "Should you listen to the customers" Harvard Business Review September 2012 Vol.7 No.9 page 117 , Other Readings "When key employees clash" Harvard Business review june 2012 vol.7 No.6 page no.117 , Case study: All the wrong moves by David G Garbin Harvard business review , Case study:Cadbury Crisis Management(Hard copy available in resource file) , Case study: Coke in India( Hard copy available in resource file) , Case study: India gives voice a case study of Anna Hazare a PR camapign , Title Public Relation Cases Effective Public Relations Author Hendrix A Jerry & Hayes C . Darrell Shelburne Merry Edition 8th 1st 1st 1st Year 2010 2006 2009 2012 Publisher Name Cengage Learning Bizantra PHI (Pretice Hall India) Oxford Higher Education Author Dennis L. Wilcox Glen T. Cameron Edition 9th Year Publisher Name Pearson Education
Effective Public Relations and Media C. V. Narasimha Reddi Strategy Public Relation Principles and Practices Iqbal S sachdeva
Research Paer:The Fretful Euro Disneyland; International journal of studies, Vol1 No.2,November 2009 , Case study: Wallmart outsourcing(Hard copy available in resource file) , Advertising vs. PR: Kotler on Kotler by Philip Kotler Marketing Prof.com ,
Relevant Websites Sr No RW-1 RW-2 RW-3 RW-4 RW-5 (Web address) (only if relevant to the course) http://www.360publicrelations.com http://www.prsi.co.in/ http://www.madisonindia.com/units/pr-case-studies.html http://www.ogilvypr.com/en/cases http://www.goodrelations.co.in/press.htm Salient Features Public relations campaigns Indian public relations society Public relations agency Public relations agency Public relations campaigns
Audio Visual Aids Sr No AV-1 (AV aids) (only if relevant to the course) Nareender modi Interview with journalist Salient Features Nareender modi Interview with journalist
LTP week distribution: (LTP Weeks) Weeks before MTE Weeks After MTE Spill Over 7 7 4
Week 1
Lecture 1
T-1:chapter 1
Lec 1: Students will Class discussions learn the challenges in the emergence of public relations as a subject Lec 2: Students will learn public relations as a process, Field of study and how it is different from other fields
Week 1
Lecture 2
T-1:chapter 1
Lecture 1:Challenges,Global scope Lec 2:Process, components, Differentiation from other fields
Lec 1: Students will Class discussions learn the challenges in the emergence of public relations as a subject Lec 2: Students will learn public relations as a process, Field of study and how it is different from other fields Lec 3:Students will learn the History Lec 4: Students will learn the emergence of public relations Lec 3:Students will learn the History Lec 4: Students will learn the emergence of public relations class discussion and news articles
Lecture 3
T-1:Chapter2
Lec 3: History of public relations Lec 4: Emergence of public relations Lec 3: History of public relations Lec 4: Emergence of public relations OR-16 Lec 5: Ethics, role of professional organizations, codes Lec 6: licensing and accreditation
Lecture 4
T-1:Chapter2
Week 2
Lecture 5
T-1:Chapter 3
Lec 5:Students will Class discussion and understand case study the codes of conduct and various associations which are working for public relations field Lec 6: Students will learn the importance of licensing and accreditation in a field of study Lec 5:Students will Class discussion and understand case study the codes of conduct and various associations which are working for public relations field Lec 6: Students will learn the importance of licensing and accreditation in a field of study Lec 7: Students will Class discussions understand the codes of conduct of various department and firms Lec 8: Students will learn structures in a public relations firm
Lecture 6
T-1:Chapter 3
OR-16
Lec 5: Ethics, role of professional organizations, codes Lec 6: licensing and accreditation
Lecture 7
T-1:Chapter 4
Week 2
Lecture 8
T-1:Chapter 4
Lec 7: Students will Class discussions understand the codes of conduct of various department and firms Lec 8: Students will learn structures in a public relations firm Lec 9:Students will Class discussion and learn the data interpretation basis of research and how it is conducted for public relations Lec 10: Students will learn the two concepts of research and how they are useful in public relations Lec 11: Students will learn the data collection method and role of respondents Lec 9:Students will Class discussion and learn the data interpretation basis of research and how it is conducted for public relations Lec 10: Students will learn the two concepts of research and how they are useful in public relations Lec 11: Students will learn the data collection method and role of respondents Lec 12:Students will Role play and class learn the planning discussions in public relations Lec 13: Students will learn the use of various elements of planning in formulating strategies
Week 3
Lecture 10
Process(Research)
T-1:Chapter 5
OR-7
Lec 9: Importance of process and secondary process Lec 10: Qualitative, quantitative Lec11: Questionnaire,respondent s
Lecture 11
Process(Research)
T-1:Chapter 5
OR-7
Lec 9: Importance of process and secondary process Lec 10: Qualitative, quantitative Lec11: Questionnaire,respondent s
Lecture 12
Process(Program Planning)
T-1:chapter 6
OR-2
Lec 12: Value of planning and various approaches to planning Lec 13: Elements, tactics
Week 3
Lecture 9
Process(Research)
T-1:Chapter 5
OR-7
Lec 9: Importance of process and secondary process Lec 10: Qualitative, quantitative Lec11: Questionnaire,respondent s
Lec 9:Students will Class discussion and learn the data interpretation basis of research and how it is conducted for public relations Lec 10: Students will learn the two concepts of research and how they are useful in public relations Lec 11: Students will learn the data collection method and role of respondents Lec 12:Students will Role play and class learn the planning discussions in public relations Lec 13: Students will learn the use of various elements of planning in formulating strategies Lec 14:Students will Class discussion and learn the basics of videos communication process and its usage in Public relations Lec 15: Students will learn how to react on the Issues in public relations Lec 14:Students will Class discussion and learn the basics of videos communication process and its usage in Public relations Lec 15: Students will learn how to react on the Issues in public relations Lec 16:Students will Class discussion and learn the TMR reports study Purpose of message evaluations and its impact Lec 17: Students will learn how to measure a message exposure planned by the public relations team
Week 4
Lecture 13
Process(Program Planning)
T-1:chapter 6
OR-2
Lec 12: Value of planning and various approaches to planning Lec 13: Elements, tactics
Lecture 14
Process(Communication)
T-1:Chapter 7
OR-6
Lec 14: Goals of communication and receiving message Lec 15: Paying attention, understanding and How to act on the message Lec 14: Goals of communication and receiving message Lec 15: Paying attention, understanding and How to act on the message Lec 16:Purpose and objectives of evaluation Lec 17:Measurement of evaluation
Lecture 15
Process(Communication)
T-1:Chapter 7
OR-6
Lecture 16
Process(Evaluation)
T-1:Chapter 8
OR-1
Week 5
Lecture 17
Process(Evaluation)
T-1:Chapter 8
OR-1
Lec 16:Students will Class discussion and learn the TMR reports study Purpose of message evaluations and its impact Lec 17: Students will learn how to measure a message exposure planned by the public relations team Lec 18: Students will Videos and news learn the articles opinion leaders role in public relations Lec 19: Students will learn Persuasion methods and how to manipulate the image or thoughts in target audience Lec 18: Students will Videos and news learn the articles opinion leaders role in public relations Lec 19: Students will learn Persuasion methods and how to manipulate the image or thoughts in target audience
Lecture 18
OR-12 OR-13
Lec 18:Opinion leaders, role of mass media Lec 19: Persuasion factors, propaganda and manipulation
Lecture 19
OR-12 OR-13
Lec 18:Opinion leaders, role of mass media Lec 19: Persuasion factors, propaganda and manipulation
Lecture 20
T-1:Chapter 10
OR-5
Lec 20: Strategic conflict Lec 20:Students will Class discussion and management learn the case study Lec 21: Life cycle various conflicts and how to manage them with the help of public relations Lec 21: Students will learn the life cycle of a conflict in public relations Lec 20: Strategic conflict Lec 20:Students will Class discussion and management learn the case study Lec 21: Life cycle various conflicts and how to manage them with the help of public relations Lec 21: Students will learn the life cycle of a conflict in public relations
Week 6
Lecture 21
T-1:Chapter 10
OR-5
Week 6
Lecture 22
T-1:Chapter 10
RW-3 AV-1
Lec 22: Students will Class discussion and learn what to do during case study crisis and how to communicate during crisis Lec 23: Students will learn the role of reputation management after crisis Lec 22: Students will Class discussion and learn what to do during case study crisis and how to communicate during crisis Lec 23: Students will learn the role of reputation management after crisis Lec 24:Students will Class discussions and learn how to be case studies effective in multiculturalism Lec 25: Students will learn the role of other emerging audience in a region of operations Lec 24:Students will Class discussions and learn how to be case studies effective in multiculturalism Lec 25: Students will learn the role of other emerging audience in a region of operations Lec 26:Students will Class discussions learn the legal formalities in public relations Lec 27: Students will learn how to plan strategies by considering copyright laws and latest trends in technologies
Lecture 23
T-1:Chapter 10
RW-3 AV-1
Lecture 24
Strategy-II(Reaching a Multicultural)
T-1:Chapter 11
OR-3 RW-5
Week 7
Lecture 25
Strategy-II(Reaching a Multicultural)
T-1:Chapter 11
OR-3 RW-5
Lecture 26
T-1:Chapter 12 cahpter 13
RW-1
Lec 26:Libel and defamatio, invasion of privacy Lec 27: Copyright law, trade, Technologies in Public relations mark law etc
Week 7
Lecture 27
T-1:Chapter 12 cahpter 13
RW-1
Lec 26:Libel and defamatio, invasion of privacy Lec 27: Copyright law, trade, Technologies in Public relations mark law etc
Lec 26:Students will Class discussions learn the legal formalities in public relations Lec 27: Students will learn how to plan strategies by considering copyright laws and latest trends in technologies Doubt clearing session Class discussion
Lecture 28
Revision, New technology in public relations small case study in case students have few doubts
MID-TERM
Week 8 Lecture 29 Tactics(News Releases) T-1:Chapter 14 OR-11 RW-4 Lec 29: Planning, content, format of print and internet Lec 30 : News release, media release and Lec 31: kits. Lec 32:Writing pitch letters and their formats Lec 29:Students will class discussion and e learn the role of media learnings in public relations Lec 30: Students will learn how handle news release and media release Lec 31: Students will learn how to develop media kits Lec 32: Students will learn how write pitch letters and what are the various formats available in public relations Students will learn how class discussion and e to handle media learnings relations and media tools to be used in public relations campaigns Students will learn how class discussion and e to handle media learnings relations and media tools to be used in public relations campaigns
Tactics(Media Alerts)
T-1:Chapter 14
OR-11 RW-4
Planning, content, format of print and internet news release, media release and kits. Writing pitch letters and their formats Planning, content, format of print and internet news release, media release and kits. Writing pitch letters and their formats
Lecture 30
Tactics(Media Alerts)
T-1:Chapter 14
OR-11 RW-4
Week 8
Lecture 30
Tactics(News Releases)
T-1:Chapter 14
OR-11 RW-4
Lec 29: Planning, content, format of print and internet Lec 30 : News release, media release and Lec 31: kits. Lec 32:Writing pitch letters and their formats
Lec 29:Students will class discussion and e learn the role of media learnings in public relations Lec 30: Students will learn how handle news release and media release Lec 31: Students will learn how to develop media kits Lec 32: Students will learn how write pitch letters and what are the various formats available in public relations Lec 29:Students will class discussion and e learn the role of media learnings in public relations Lec 30: Students will learn how handle news release and media release Lec 31: Students will learn how to develop media kits Lec 32: Students will learn how write pitch letters and what are the various formats available in public relations Students will learn how class discussion and e to handle media learnings relations and media tools to be used in public relations campaigns Students will learn how class discussion and e to handle media learnings relations and media tools to be used in public relations campaigns
Lecture 31
Tactics(News Releases)
T-1:Chapter 14
OR-11 RW-4
Lec 29: Planning, content, format of print and internet Lec 30 : News release, media release and Lec 31: kits. Lec 32:Writing pitch letters and their formats
Tactics(Media Alerts)
T-1:Chapter 14
OR-11 RW-4
Planning, content, format of print and internet news release, media release and kits. Writing pitch letters and their formats Planning, content, format of print and internet news release, media release and kits. Writing pitch letters and their formats
Lecture 32
Tactics(Media Alerts)
T-1:Chapter 14
OR-11 RW-4
Week 8
Lecture 32
Tactics(News Releases)
T-1:Chapter 14
OR-11 RW-4
Lec 29: Planning, content, format of print and internet Lec 30 : News release, media release and Lec 31: kits. Lec 32:Writing pitch letters and their formats
Lec 29:Students will class discussion and e learn the role of media learnings in public relations Lec 30: Students will learn how handle news release and media release Lec 31: Students will learn how to develop media kits Lec 32: Students will learn how write pitch letters and what are the various formats available in public relations Lec 33:Students will Class discussion learn the importance of pitch letters Lec 34: Students will learn how to write a pitch letter for an organization Lec 33:Students will Class discussion learn the importance of pitch letters Lec 34: Students will learn how to write a pitch letter for an organization Lec 35:Students will Class discussion and learn how to use videos place a product, service or thoughts among public Lec 36: Students will learn the role of product placement in public relations campaigns Lec 35:Students will Class discussion and learn how to use videos place a product, service or thoughts among public Lec 36: Students will learn the role of product placement in public relations campaigns
Week 9
Lecture 33
Tactics(Pitch Letters)
T-1:Chapter 14
RW-4
Lec 33: Pitch letters Lec 34: How write a pitch letters
Lecture 34
Tactics(Pitch Letters)
T-1:Chapter 14
RW-4
Lec 33: Pitch letters Lec 34: How write a pitch letters
Lecture 35
T-1:Chapter 15
OR-13 RW-1
Lecture 36
T-1:Chapter 15
OR-13 RW-1
Week 10
Lecture 37
T-1:Chapter 16
AV-1
Lec 37:Media interviews, news conferences, media tours Lec 38: Press parties, art of speech writing, presentation, training
Lec 37:Students will Videos and case study learn how to plan various media elements at the right time Lec 38: Student will learn the role of press parties, speech writing and how to represent your company or yourself in front of media people Lec 37:Students will Videos and case study learn how to plan various media elements at the right time Lec 38: Student will learn the role of press parties, speech writing and how to represent your company or yourself in front of media people Lec 39: Students will News articles and learn how to discussion communicate in diverse audience Lec 40: Students will learn the role of relationship in public relations Lec 41: Students will learn the communication process in public relations Students will learn how News articles and to handle discussion relationship with investors and how to tackle them during campaigns and crisis Students will learn how News articles and to handle discussion relationship with investors and how to tackle them during campaigns and crisis
Lecture 38
T-1:Chapter 16
AV-1
Lec 37:Media interviews, news conferences, media tours Lec 38: Press parties, art of speech writing, presentation, training
Lecture 39
T-1:Chapter 17
RW-1 RW-2
Lec 39: Reaching diverse audience Lec 40:Relationship Lec 41: Communication process
T-1:Chapter 17
RW-1 RW-2
Lec 39: Reaching diverse audience Lec 40:Relationship Lec 41: Communication process Lec 39: Reaching diverse audience Lec 40:Relationship Lec 41: Communication process
Lecture 40
T-1:Chapter 17
RW-1 RW-2
Week 10
Lecture 40
T-1:Chapter 17
RW-1 RW-2
Lec 39: Reaching diverse audience Lec 40:Relationship Lec 41: Communication process
Lec 39: Students will News articles and learn how to discussion communicate in diverse audience Lec 40: Students will learn the role of relationship in public relations Lec 41: Students will learn the communication process in public relations Lec 39: Students will News articles and learn how to discussion communicate in diverse audience Lec 40: Students will learn the role of relationship in public relations Lec 41: Students will learn the communication process in public relations Students will learn how News articles and to handle discussion relationship with investors and how to tackle them during campaigns and crisis Lec 42:Students will Current lobbying learn how to handle discussions and relationship with wallmart case government and how to tackle government relations during campaigns and crisis Lec 43: Students will learn the role of peddling in government relations Lec 45: Students will learn the role of regulations and grassroots methods of lobbying
Week 11
Lecture 41
T-1:Chapter 17
RW-1 RW-2
Lec 39: Reaching diverse audience Lec 40:Relationship Lec 41: Communication process
T-1:Chapter 17
RW-1 RW-2
Lec 39: Reaching diverse audience Lec 40:Relationship Lec 41: Communication process Lec 42: Lobbying nature, problem of influence Lec 43 :Peddling Lec 45: Regulations and grassroots
Lecture 42
T-1:Chapter 18
OR-12 OR-15
Week 11
Lecture 43
T-1:Chapter 18
OR-12 OR-15
Lec 42: Lobbying nature, problem of influence Lec 43 :Peddling Lec 45: Regulations and grassroots
Lec 42:Students will Current lobbying learn how to handle discussions and relationship with wallmart case government and how to tackle government relations during campaigns and crisis Lec 43: Students will learn the role of peddling in government relations Lec 45: Students will learn the role of regulations and grassroots methods of lobbying Lec 42:Students will Current lobbying learn how to handle discussions and relationship with wallmart case government and how to tackle government relations during campaigns and crisis Lec 43: Students will learn the role of peddling in government relations Lec 45: Students will learn the role of regulations and grassroots methods of lobbying
Lecture 44
T-1:Chapter 18
OR-12 OR-15
Lec 42: Lobbying nature, problem of influence Lec 43 :Peddling Lec 45: Regulations and grassroots
Week 12
Lecture 45
T-1:Chapter 19
Lec 45 and Lec 46:global Lec 45 & 46:Students Class discussion corporate public will learn the relations importance of language and culture in global public relations campaigns Lec 45 and Lec 46:global Lec 45 & 46:Students Class discussion corporate public will learn the relations importance of language and culture in global public relations campaigns Homework,Test,Case study3
Lecture 46
T-1:Chapter 19
Lec 48: Basic need, membership, Lec 49: Advocacy groups Lec 50: Social organizations
Learn the role of Public class discussion and relations in education, case study entertainment and tourism
Week 12
Lecture 48
T-1:Chapter 20
OR-4
Lec 48: Basic need and membership Lec 49: Advocacy groups Lec 50: Social organizations
Lec 48:Students will class discussion and learn the role of Public case study relations officer for smooth operations Lec 49: Students will the role of advocacy groups in public relations Lec 50: Students will learn the role of social organizations in social campaigns Lec 48:Students will class discussion and learn the role of Public case study relations officer for smooth operations Lec 49: Students will the role of advocacy groups in public relations Lec 50: Students will learn the role of social organizations in social campaigns Learn the role of Public class discussion and relations in education, case study entertainment and tourism Learn the role of Public class discussion and relations in education, case study entertainment and tourism Lec 48:Students will class discussion and learn the role of Public case study relations officer for smooth operations Lec 49: Students will the role of advocacy groups in public relations Lec 50: Students will learn the role of social organizations in social campaigns
Week 13
Lecture 49
T-1:Chapter 20
OR-4
Lec 48: Basic need and membership Lec 49: Advocacy groups Lec 50: Social organizations
T-1:Chapter 20
OR-4
Lec 48: Basic need, membership, Lec 49: Advocacy groups Lec 50: Social organizations Lec 48: Basic need, membership, Lec 49: Advocacy groups Lec 50: Social organizations Lec 48: Basic need and membership Lec 49: Advocacy groups Lec 50: Social organizations
Lecture 50
T-1:Chapter 20
OR-4
T-1:Chapter 20
OR-4
Week 13
Lecture 51
T-1:Chapter 21
Lec 51: Fascination with celebrity Lec 52 and Lec 53: Mystique of personality
Lec 51: Students learn Class discussion and how celebrities videos and other entertainment industry using public relations in imaging building campaigns Lec 52 & 53: Students will learn the importance of public relations in personality life and operations Lec 51: Students learn Class discussion and how celebrities videos and other entertainment industry using public relations in imaging building campaigns Lec 52 & 53: Students will learn the importance of public relations in personality life and operations Lec 51: Students learn Class discussion and how celebrities videos and other entertainment industry using public relations in imaging building campaigns Lec 52 & 53: Students will learn the importance of public relations in personality life and operations Lec 54: Students will Incredible India learn how to use public website Discussion relations in tourism sector and strategies to promote through Public relations Lec 55: Students will learn how to use public relations for sports events and personalities.
Lecture 52
T-1:Chapter 21
Lec 51: Fascination with celebrity Lec 52 and Lec 53: Mystique of personality
Week 14
Lecture 53
T-1:Chapter 21
Lec 51: Fascination with celebrity Lec 52 and Lec 53: Mystique of personality
Lecture 54
T-1:Chapter 22
Lec 54: Public Relations in tourism Lec 55: Public relations in sports
Week 14
Lecture 55
T-1:Chapter 22
Lec 54: Public Relations in tourism Lec 55: Public relations in sports
Lec 54: Students will Incredible India learn how to use public website Discussion relations in tourism sector and strategies to promote through Public relations Lec 55: Students will learn how to use public relations for sports events and personalities.
Lecture 56
T-1:Chapter 22
Revision
Student will clear their Class discussion Doubts and discuss on any topic which need more understanding
SPILL OVER
Week 15 Lecture 57 Lecture 58 Lecture 59 Lecture 60 Spill Over Spill Over Spill Over Spill Over
Case study1
Cases shall been given to group of the students (5 students in each Group group). Students have to give presentation on the given case. Cases has been mentioned in the tutorial plan. Presentations will start from second week onward and will be completed before 12th week.
1. Analysis and Presentation- 20 Marks 2. Question Handing- 10 Marks Right Format to be followed-10 Clarity of idea-5 Content10, Brochure- 5 Marks
HW1
Learning about press Preparation of press releases: Assuming you are the PR manager Individual release and brochure of your company, prepare a press release for the opening of a new design service branch of your company in New Delhi. Along with the press release, prepare a brochure for the same mentioning all the required details. (*Services and sectors will differ for each student)
8 / 10
Test1
Test will based on the syllabus covered till the date of the test.
Individual
10 / 11
Plan for Tutorial: (Please do not use these time slots for syllabus coverage)
Tutorial No. Lecture Topic Type of pedagogical tool(s) planned (case analysis,problem solving test,role play,business game etc)
Introduction to case based presentation skills, body language. Expectation from case analysis. Case based presentations Case based presentations Case based presentations Case based presentations Case based presentations Doubt clearing session
Class discussion and expectations from students Case Analysis Case Analysis Case Analysis Case Analysis Case Analysis Problem Solving
After Mid-Term
Tutorial8 Tutorial9 Tutorial10 Tutorial11 Tutorial12 Tutorial13 Tutorial14 Case based presentations Case based presentations Case based presentations Case based presentations Case based presentations Case based presentations Doubt clearing session Case Analysis Case Analysis Case Analysis Case Analysis Case Analysis Case Analysis Problem Solving