C&J 485 Dirk C. Gibson

PUBLIC RELATIONS CASE STUDY Associate Professor

M,W,F @ 2-2:50 C&J 206

C&J 212 277-2727 (O) 831-5474 (H)

Spring 2006 dirkcgib@unm.edu;

M,W,F 12:-1:00 agibson878@msn.com

COURSE OBJECTIVES

Students will learn the case study method of analysis, with particular emphasis on public relations case analysis. A basic system involving objectives, policies and materials will be introduced. Each student will develop a personal arsenal of analytic skills, including theory-based problem solving, planning, budgeting, and strategic and tactical communication creation and implementation. In addition, students will develop substantive expertise in a public relations specialization through preparation of a research paper aimed at original theory/model development.

COURSE TEXTBOOK

Allen H. Center and Patrick Jackson, Public Relations Practices: Management Cases. Current edition.

COURSE REQUIREMENTS

Case Study Report………………………………………………20 points

Examination……………………………………………………..20 points

Video Practicum # II…………………………………………….20 points

Research Paper…………………………………………………..30 points

Literature Review Abstract………………………………………10 points

TOTAL 100 points

MEDIA DIVERSITY SEMINAR

Members of this class may choose to participate in “Rethinking the Discourse on Race: A Symposium on How the Lack of Racial Diversity in the Media Affects Social Justice & Policy.” This Symposium will be held at the Ronald H. Brown Center for Civil Rights & Economic Development at St. John’s University School of Law, April 28-29, 2006.

COURSE SCHEDULE

Week I: January 18 & Jan. 20

Introduction to Syllabus; Introduction to Case Study; Discussion of Media Diversity Symposium.

Week II: Jan. 23, Jan. 25, Jan. 27

Case Study lecture; Case Study matrix lecture; Objectives, Policies & Materials; Chapter 1 lecture; Chapter 2 lecture; Students select Case Study cases from book.

Week III: January 30, February 1, Feb. 3

Case Study example; Theory lecture; Media Diversity Seminar preparation time.

Week IV: Feb. 6, Feb. 8, Feb. 10

Student Case Study reports.

Week V: Feb. 13, Feb. 15, Feb. 17

Student Case Study reports.

Week VI: Feb. 20, Feb. 22, Feb. 24

Student Case Study reports; Discussion of Student Case Studies; Review for Examination; Media Diversity Seminar preparation time.

Week VII: Feb. 27, March 1, Mar. 3

Examination; Discussion of Examination; Research Paper progress reports; Literature Review Abstracts Due.

Week VIII: Mar. 6, Mar. 8, Mar. 10

Media Diversity Seminar preparation time.

Week IX: Mar. 13, Mar. 15, Mar. 17

SPRING BREAK

Week X: Mar. 20, Mar. 22, Mar. 24

Video Practicum # I, Part One.

Week XI: Mar. 27, Mar. 29, Mar. 31

Media Diversity Seminar preparation time.

Week XII: April 3, Apr. 5, Apr. 7

Video Practicum # I, Part Two—VDT, Instructor’s answers.

Week XIII: Apr. 10, Apr. 12, Apr. 14

Video Practicum # I, Part Two—Student answers; Strategy lecture; Video Practicum # II, Part One.

Week XIV: Apr. 17, Apr. 19, Apr. 21

Tutorials; Research Papers Due April 21.

Week XV: Apr. 24, Apr. 26, Apr. 28

Planning lecture; Budgeting lecture; VP # II Due April 28.

Week XVI: May 1, May 3, May 5

Tutorials; Student work returned; Course evaluation.