PR+Management01-Open-Fall+2011 - Welcome l Rutgers...

Public Relations
Management
1
Welcome!
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Rutgers University
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Department of Communication
Public Relations
Management
Professor Jack Grasso

Public Relations
Management
2
Instructor Details
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Instructor: Professor Jack Grasso
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E-mail: [email protected] or
[email protected]
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Phone: [phone]
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Office Hours:By appointment up to one
hour before each class and up
to a half hour afterward

Communication:
Learning…
Interest…
Knowledge…
Curiosity
Public Relations:
Learning…Curiosity
Knowledge…
Interest
FOUNDATION
Arc of PR
Principles
Essential
Skills
Principles
History
Ethics
Theoretical
Underpinnings
Media
PR Writing
News Release
Research
Myths & Values
PR & Marketing
Strategy & Tactics
Planning
Key Publics
Crafting Messages
Cause Related Marketing
Advertising
Measuring Value
PR Practice
Pitch Letter
Legal Issues
Vision & Mission
Speeches
Issues
Management
Skills/Teamwork/Project Management/Leadership/Networking/Fun
Internships
Beginnin
g
Destinatio
n

Skills/Teamwork/Project Management/Leadership/Networking/Fun
Internships
Arc of PR Management
PR Principles:
Learning…Curiosity
Knowledge…
Interest
FOUNDATION
Beginning Destination
Integrated
Marketing
Communicati
on
Strategic
Communicatio
n Planning
IMC Campaign
Planning
Public Policy
& Lobbying
Investor Relations
Crisis Management
IMC
Campaign:
Marketing
IMC
Campaign:
Advertising
IMC
Campaign:
Tactics
IMC
Campaign:
Budgeting
IMC
Campaign:
Timelines
Media
Interview
Techniques
Brands &
Branding
Research
Social
Media
Corporate
Social
Responsibility
PR
Disasters
Organization
al
Sustainabilit
y
PR Profession:
Learning…Curiosity
Knowledge…
Interest
PROFESSION-
READY

Public Relations
Management
5
Assignments
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There will be two writing assignments : An
Integrated Marketing Campaign campaign in two
parts.
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Students select topic with Instructor approval.
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Must follow “Executive Summary ” Format
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Writing assignments must be neat and
professional. They will be evaluated for proper
style and format, content, grammar, spelling,
syntax, vocabulary (i.e. word choice) and scope.
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Submitting assignments late , without compelling
reasons is irresponsible.

Public Relations
Management
6
Assignments
(Cont ’ d)
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Late assignments will be penalized 10% per
calendar day to a maximum of three days.
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Instructor will make every effort to grade and
return written assignments in a timely manner .
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Students will be allowed to re-do and resubmit
Part 1 of the assignment once and no later than
one week after it has been returned by the
instructor.
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A maximum of 10% improvement in the original
grade can be earned .

Public Relations
Management
7
Integrated Marketing Communication Campaign
Executive Summary
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Description of Organization
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Statement of Situation (Problem/Opportunity
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Key Publics
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Integrated Message Platform
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Key Public Relations Strategies
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