[Aibec-l] New PR and Media course

[art franczek]

Dear AIBEcers



Here is some information about AIBEc’s New PR and Media course that will be offered in the first summer semester. This course will be most innovative.



ART





PR and Media Course 2011

Goals

·         To gain in-depth understanding of what the term PR actually means, in relation to marketing.

·         To analyse how governments and companies manipulate public opinion through using PR tools, among which are the new media. As far as Twitter and Google go, a look at recent international political events will be used as evidence of the power of these tools in empowering the public.

·         To understand what the media actually is in 2011, in Russia. The “new media” includes viral media, as well as blogs and web sites.  Some roles previously allocated to traditional media have now been allocated to the new media. Students will understand which media is fulfilling what communication function. This entails understanding how the media works in modern societies, how the media is manipulated by both governments and private companies, and how to use the media for PR goals.

·         To grasp the difference between advertorial and editorial, to be able to distinguish which media in Russia can accept advertorial and which cannot, and how to create advertorial. 

·         To be able to distinguish between PR and advertising. In recent years, there has been a surge in interest in PR, which is hailed to be a more effective way of reaching audiences than advertising. Yet advertising still carries on, and some companies are increasing their advertising budgets. Students on this course will acquire an understanding of when it is best to use PR and when it best to use traditional advertising, and when to use both.

·         You will be equipped with “PR standard tools”, which include essentials such as building a media profile in both the new and old media. Students will learn how to handle radio and television (how not to make a fool of yourself). Throughout the course, students will learn how to handle the new media. 

·         To find out how to organize and conduct a range of events, both in-house and external. 

·         To gain an understanding of strategic PR, and how to use it.

·         To know when to use in-house PR resources and when to outsource.



Materials:

The reading list includes: 

The New Rules of Marketing & PR, David Meerman Scott

NEW MEDIA, A critical Introduction, Martin Lister, Jon Dovey, Seth Giddings, Iain Grant & Kieran Kelly

When the Press Fails, Political Power and the News Media from Iraq to Katrina, Lance Bennett, Regina Lawrence, Steven Livingston

Converging Culture: Where Old and New media Collide, Henry Jenkins

All students will have the opportunity to start their own blog, and experience for themselves the limitations and freedom of this new media.

An AIBEc facebook page will be created and administered by students on this course. 

Building a Positive Media Profile, Pauline Rowson

The Fall of Advertising, Al and Laura Ries

Public Relations A Practical Guide, Philip Henslowe

Strategic Planning for Public Relations, Ronald D. Smith

The Public Relations Handbook, Alison Theaker

Learn Expert Event Management, Dorling Kindersley Ltd

PR professionals and editors from leading companies and media operating on the Russian market will be invited to speak to students on each topic

Grading system

Each week, one or more students will make a presentation on a new media product. Grading will be carried out by judging the quality of the presentation, the level of creative and critical thinking, and the ability to engage the audience in a meaningful discussion.

Students will need to pass a written examination at the end of the course.

Each student, on his own, or with a colleague will create a case study of how a particular company handled a PR crisis. For example: The BP catastrophe in the Gulf of Mexico. The Dasani Coca Cola fiasco, Firestone Trucks and Ford Explorer SUV disaster. 

Part of the PR professional’s job is to create snappy Power Point presentations, so a few marks will be awarded for production, however the lion’s share of marks will be given for the ability to use tips and lessons learnt in class in reference as to how a particular company could have handled a crisis better.

There will be an end-of-course test. PR is a creative activity, so marks will be given not simply for remembering facts but for being creative in problem solving.
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