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ESPRP01 eStrategic PR
Planning
4 (four) credits
NONE
Category
Course
Description
Learning
Outcomes
Grading
Teaching Team
Valid date
Syllabus designed by
Description
This Strategic PR Planning course focuses on the students ability to be Communication
practictioners who can produce Strategic PR Planning for their organizations or clients all the
time. Not many of them has the skill and background knowledge to produce one that is
comprehensive, proper and operationable or has the right and systematic flow from beginning
to the end of plan. This subject will provide students with guide for a solid plan as is common
in the PR/Communication industry.
After completing this Strategic PR Planning course, students are expected to be able to:
L1. Understand :a. what Strategy & Planning are, why they are important, theories they are
based on; b. Business or Organizational strategy on which PR Strategy will derive from; c. the
4 Phases and 9 steps Process & d.the Formative Research that is critical to setting a Strategy;
L2. Set up Goals and Objectives; Formulate response strategies and actions; & Practice and
be tested on their knowledge 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 plan;
L5.; Integrate PR planning into marketing programme or vice versa; & Develop appropriate
study to evaluate result and assess the future condition
In general, after completion of this course, the student is expected to be able to be familiar
with logical steps in Communication Strategy (research > analysis > plan > implement >
evaluate) and bring those to a workable strategic plan.
A : 90-100; A- : 85-89.99; B+: 80-84.99;B: 75-79.99; B-: 70-74.99; FAIL: Below 70.00
No
Component
.
1 Weekly Post Quiz
Assessment
component
LSPR1509
Weight
CILO
Due date
End of every week *
Every Wed and Sat 1800pm
WIB
End of week 10(Session09),
Sat14th Nov2015*
End of weeks 11,12,13 or 14
(Sessions12,13,14 or 15), Sat
28thNov; 05th,12th or19th
Dec2015*
End of weeks 5&15(Sessions
05&14), Sat10thOct&19th
Dec2015*
Sat7thNov2015 (on campus)
Sat23rdJan2015 (on campus)
5%
5%
1,2,3
5%
2,3,4,5
5%
2,3,4,5
10% **
2,3,4,5
6
7
30%
40%
100%
1,2
1,2,3,4,5
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Description
* Saturday at 2350pm WIB
** Each Individual assignment is graded at 5% each towards final grade
Lecturers will be available for a live online chat session with students for 30 minutes during the
following timeslots,
Class
A
A
Lecture live
chat via
HipChat
Day
Consultation slot (WIB*)
Wedne
2100pm to 2130pm
sday
Saturd
2100pm to 2130pm
ay
Lecturer
Sriati Rusmin M.Si
Sriati Rusmin M.Si
Class policies
Absence policy
Student who do not complete 100% of every weekly activity before the due date, will
be considered not present in that session.
The maximum number of 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 course in 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
Peer review
LSPR1509
Academic dishonesty in any form will not be tolerated. Students are encouraged to become
familiar with the LSPR Code 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.
To ensure fairness in grading of group assignment, students will be requested to conduct
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Class
Environment/P
olicies
Description of
Teaching
Method
10
Academic
Honesty
Description
anonymous peer review every end of the semester/ course. Students are encouraged to
grade their group peers fairly using an online matrix that covers individual contribution
towards group discussions and group assignments.
In order to achieve previously identified course objectives, we will follow an interactive
class format. Students are expected to come to class on time, take notes and prepare the
assigned class material for each session by doing some readings and/or case studies.
In the interest of providing a meaningful learning experience and creating and exciting
class environment, students thoughtful 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 this course.
The course method will consist of lectures, facilitation, presentations, assignments and paper
submission. The lecturer organizes, supervises and facilitates the class as well as conduct
lectures in the first few meetings. The students will then 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 suggested
reference books or other related PR books).
Short case studies that illustrate the complexities of Corporate Communications
management and invite students to apply their ideas in practical problem solving.
Classroom participation is expected and required. This will be evaluated using a selfevaluation 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!
Any type of activity that is considered dishonest by reasonable standards may constitute
academic misconduct. The most common forms of academic misconduct are cheating and
plagiarism. All instances of academic dishonesty will result in a grade of zero for the work
involved.
All assignments will need to have a signed declaration on the 2nd page (after the cover) that
the material submitted is the students own work and that all work taken from other sources is
properly acknowledged.
Use this wording on the 2nd page of each report :
I certify that the attached assignment is my own work and that any material obtained from other
sources has been acknowledged.
11
AntiPlagiarism
Policy
I grant permission to the London School of Public Relations to make copies of assignments for
assessment, review and/or record keeping purposes. I note that the London School of Public
Relations reserves the right to check my assignment for plagiarism.
Signed Date
Penalty for students who performed plagiarism: FAILED from the subject.
1st / cover page:
Course title
Topic title
Student Name:
NIM:
Class:
LSPR1509
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Concentration:
Lecturer name:
Sekolah Tinggi Ilmu Komunikasi
eLearning Postgraduate Programme of LSPR
City, Month, Year
2nd page:
I certify that the attached assignment is my own work and that any material obtained from other
sources has been acknowledged.
I grant permission to the London School of Public Relations to make copies of assignments for
assessment, review and/or record keeping purposes. I note that the London School of Public
Relations reserves the right to check my assignment for plagiarism.
Signed Date
PGP applied APA (American Psychological Association) as references system for all paper
work in each subjects (latest version is 6th Edition, 2010).
12
Referencing
13
General Policy
14
Attendance
Policy
15
Online
Etiquette
LSPR1509
1.
2.
3.
4.
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16
Communicatio
n Expectations
and Standards
17
Submission
and Collection
of Assignment
18
Optimal
LiveChat
(HipChat)
Experience
Description
The majority of online class time is spent posting opinions and sharing information. Therefore, it
is very important to communicate with courtesy and professionalism. Professional Courtesy
includes respecting others' opinions, being courteous and respectful, and working together in
the spirit of cooperation. Sexist, heterosexist, and racist language should not be used when
communicating in the course. Slang should not be used in the discussion posts. The same
guidelines for professional communication in the classroom apply to content that a student
references in a discussion or assignment. Please make sure that all content that is brought into
the online classroom is professional in nature. If a student links to material that is nonprofessional, derogatory, pornographic, or promotes personal opinion (such as political 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 you post 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
electronic format:
www.albion.com/netiquette/
www.bspage.com/1netiq/Netiq.html
All emails or discussion postings will receive a response from your professor within 48 hours.
You can send email anytime that is convenient for you. Lecturer will check their email messages
during the day throughout the work-week (Monday through Friday) and will respond to email
messages during the work-week by the close 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. Take responsibility for your concern and
address me in a professional manner. Lecturers will always address you with the same
professionalism and courtesy.
c. With improper/bad : grammar, spelling and/or basic professionalisms or courtesies.
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.
To mitigate technical issues, please do the following 3 steps, prior to participating in live chat,
1. Check your internet speed. Visit www.speedtest.net & check whether your internet
download or upload speeds are at the minimum of,
512 kbps (for Download) & 256 kbps (for Upload)
Internet speeds lower than the above numbers, could cause a reduction of interactive
levels on our LMS.
2. Refresh your internet browser. Ensure that you have refreshed your internet browser, so
as to experience higher internet speeds. On your laptop/desktop, you could apply the
following short-cut,
Ctrl-Shift-R (for Windows OS users) or Command-Shift-R (for Apple OS users)
For smartphone users, please re-start your handphones instead.
3. Recommended internet browsers. We recommend that you use the latest free internet
browsers from Google Chrome or Mozilla Firefox so you can have an optimal experience
on your laptop, desktop or smartphone (they can be downloaded for free from Google
Appstore or Apple iStore).
LSPR1509
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Students should first email the LSPR S2 Online Program Helpdesk at Lsprs2@harukaedu.com
for learning or academic issues with accessing your online course or call at +62 858 177
03214
19
Learning
Support
CIL
O
1,2
10
11
12
13
14
15
16
1,2,
3,4,
LSPR1509
Media
Duration
(hour)
On
Campus
2.5
TBD
Internet
2.5
TBD
P, D,
Q&A
Internet
2.5
TBD
P, D,
Q&A
Internet
2.5
TBD
P, D,
Q&A
Internet
2.5
TBD
Internet
2.5
TBD
Internet
2.5
TBD
On
Campus
3.0
P, D,
Q&A
Internet
2.5
TBD
P, D,
Q&A
Internet
2.5
TBD
P, D,
Q&A
Internet
2.5
TBD
Internet
2.5
TBD
Internet
2.5
TBD
Internet
2.5
TBD
Internet
2.5
TBD
On
Campus
3.0
Session topic
Method*
P, D,
Q&A
P, D,
Q&A
P, D,
Q&A
P, D,
Q&A
P, D,
Q&A
P, D,
Q&A
P, D,
Q&A
P, D,
Q&A
Individua
l Take-
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References
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CIL
O
5
Session topic
Method*
Media
Duration
(hour)
References
Home
Exam
Abbreviations:
*Method: P: Presentation; D: Discussion; Q&A: Question & Answer; Pr: Practice
General: TBD: To Be Decided
Reference List:
No.
Type
Code
Cat
MR
MR1
MR
MR2
MR
MR3
Kotler, Philip & Lee, Nancy (2005) Corporate Social Responsibility, Wiley. John Wiley & Sons, Inc
MR
MR4
OR
OR5
OR
OR6
OR
OR7
OR
OR8
Info
Hendrik, Jerry A. (2001) Public Relations Cases. American University. Thompson Learning,
Wadsworth.
Fearn-Banks, Kathleen (1996) Crisis Communication. Lawrence Erlbaum Associates Publishers,
Mahwah, New Jersey
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. Downloaded from :
prsa.org/intelligence/prjournal/documents/2012zerfass.pdf Accessed on 31stOct2013,
21.00pm
Michaelson, David; Wright, Donald K.; & Stacks, Don W. (2012) Evaluating Efficacy in Public
Relations/Corporate Communication Programming: Towards Establishing Standards of Campaign
Performance. Public Relations Journal Vol. 6, No. 5. Downloaded from: instituteforpr.org/wpcontent/uploads/Michaelson-Wright-Stacks-PR-Journal-2012-Vol-6-No-5.pdf On 31st Oct2015,
at 2100pm
Lindenmann, Walter K.(2003) Guidelines for Measuring the Effectiveness of PR Programs &
Activities. The Institute for Public Relations. Downloaded from: instituteforpr.org/wpcontent/uploads/2002_MeasuringPrograms.pdf on 31st Oct 2015, 21.00pm
UAB (2010) Study Guide for the Examination for Accreditation in Public Relations: A Preparation
Tool for Candidates, 2nd Edition. Universal Accreditation Board. Downloaded from:
old.praccreditation.org/documents/aprstudyguide.pdf on 31st Oct 2015 2100pm.
Session schedule:
Week
Session
1
1
2
2
3
3
Period
Sat12Sept201
5
Mon14-Sat19
Sept 2015
Mon21-Sat26
Sept 2015
On Campus
Online
Online
Location
Exam
Assignme
nt due
date
Week
Session
Period
Location
Exam
5
5
Mon05Sat10Oct
2015
Online
6
6
Mon12Sat17Oct
2015
Online
Individual
assignment01
7
7
Mon19Sat24Oct
2015
Online
8,9
Mon26Fri06Nov201
5
-No class- 2 weeks -
9
8
Sat07Nov2015
On Campus
Mid
exam[UTS]*
Assignme
nt due
LSPR1509
4
4
Mon28SeptSat03Oct
2015
Online
7 of 8
10
9
Mon09Sat14Nov201
5
Online
11
10
Mon16Sat21Nov201
5
Online
12
11
Mon23Sat28Nov201
5
Online
Group
assignment
Individual
online video
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7
7
Mon19Sat24Oct
2015
Period
8,9
9
8
Mon26Fri06Nov201
5
Sat07Nov2015
10
9
Mon09Sat14Nov201
5
11
10
Mon16Sat21Nov201
5
12
11
Mon23Sat28Nov201
5
presentation
16, 17, 18
15
Mon21DecSat09Jan2016
Online
19,20
20
16
date
Week
Session
13
14
12
13
Mon30NovMon07DecSat05Dec2015 Sat12Dec2015
Online
Online
Session
Location
15
14
Mon14DecSat19Dec2015
Online
Exam
Assignment
due date
Individual
online video
presentation
Individual
online video
presentation
Mon10JanSat23Jan2016
Sat16Jan2016
-No classOn Campus
Final exam
- 2 weeks [UAS]*
Individual
assignment02
& online video
presentation
Checked by :
Assessor (Lecturer)
Tgl.
LSPR1509
| 2015
Tgl.
8 of 8
| 2015
Authorized by :
Internal Coordinator
(Head/Deputy of PGP)
Tgl.
|
| 2015
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