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<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
lang=EN-GB><FONT style="FONT-SIZE: 11pt">Dear AIBEcers</FONT></SPAN></P>
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lang=EN-GB></SPAN> </P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
lang=EN-GB>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.</SPAN></P>
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lang=EN-GB></SPAN> </P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
lang=EN-GB>ART</SPAN></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
lang=EN-GB><FONT style="FONT-SIZE: 11pt"></FONT></SPAN> </P>
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lang=EN-GB><FONT style="FONT-SIZE: 11pt"></FONT></SPAN> </P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
lang=EN-GB><FONT style="FONT-SIZE: 11pt">PR and Media Course
2011</FONT></SPAN></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><B
style="mso-bidi-font-weight: normal"><SPAN lang=EN-GB><FONT
style="FONT-SIZE: 11pt">Goals</FONT></SPAN></B></P>
<P
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class=MsoNormal><SPAN
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lang=EN-GB><SPAN style="mso-list: ignore"><FONT face=Symbol><FONT
style="FONT-SIZE: 11pt">·</FONT></FONT><SPAN
style="LINE-HEIGHT: normal; FONT-FAMILY: "><FONT face="Times New Roman"><FONT
style="FONT-SIZE: 7pt">
</FONT></FONT></SPAN></SPAN></SPAN><SPAN lang=EN-GB><FONT
style="FONT-SIZE: 11pt">To gain in-depth understanding of what the term PR
actually means, in relation to marketing.</FONT></SPAN></P>
<P
style="LINE-HEIGHT: 13pt; TEXT-INDENT: -0.25in; MARGIN: 0in 0in 10pt 38.25pt; mso-list: l0 level1 lfo1"
class=MsoNormal><SPAN
style="FONT-FAMILY: ; mso-fareast-font-family: symbol; mso-bidi-font-family: symbol"
lang=EN-GB><SPAN style="mso-list: ignore"><FONT face=Symbol><FONT
style="FONT-SIZE: 11pt">·</FONT></FONT><SPAN
style="LINE-HEIGHT: normal; FONT-FAMILY: "><FONT face="Times New Roman"><FONT
style="FONT-SIZE: 7pt">
</FONT></FONT></SPAN></SPAN></SPAN><SPAN lang=EN-GB><FONT
style="FONT-SIZE: 11pt">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.</FONT></SPAN></P>
<P
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class=MsoNormal><SPAN
style="FONT-FAMILY: ; mso-fareast-font-family: symbol; mso-bidi-font-family: symbol"
lang=EN-GB><SPAN style="mso-list: ignore"><FONT face=Symbol><FONT
style="FONT-SIZE: 11pt">·</FONT></FONT><SPAN
style="LINE-HEIGHT: normal; FONT-FAMILY: "><FONT face="Times New Roman"><FONT
style="FONT-SIZE: 7pt">
</FONT></FONT></SPAN></SPAN></SPAN><SPAN lang=EN-GB><FONT
style="FONT-SIZE: 11pt">To understand what the media actually is in 2011, in
Russia. The “new media” includes viral media, as well as blogs and web
sites.<SPAN style="mso-spacerun: yes"> </SPAN>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.</FONT></SPAN></P>
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class=MsoNormal><SPAN
style="FONT-FAMILY: ; mso-fareast-font-family: symbol; mso-bidi-font-family: symbol"
lang=EN-GB><SPAN style="mso-list: ignore"><FONT face=Symbol><FONT
style="FONT-SIZE: 11pt">·</FONT></FONT><SPAN
style="LINE-HEIGHT: normal; FONT-FAMILY: "><FONT face="Times New Roman"><FONT
style="FONT-SIZE: 7pt">
</FONT></FONT></SPAN></SPAN></SPAN><SPAN lang=EN-GB><FONT
style="FONT-SIZE: 11pt">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. </FONT></SPAN></P>
<P
style="LINE-HEIGHT: 13pt; TEXT-INDENT: -0.25in; MARGIN: 0in 0in 10pt 38.25pt; mso-list: l0 level1 lfo1"
class=MsoNormal><SPAN
style="FONT-FAMILY: ; mso-fareast-font-family: symbol; mso-bidi-font-family: symbol"
lang=EN-GB><SPAN style="mso-list: ignore"><FONT face=Symbol><FONT
style="FONT-SIZE: 11pt">·</FONT></FONT><SPAN
style="LINE-HEIGHT: normal; FONT-FAMILY: "><FONT face="Times New Roman"><FONT
style="FONT-SIZE: 7pt">
</FONT></FONT></SPAN></SPAN></SPAN><SPAN lang=EN-GB><FONT
style="FONT-SIZE: 11pt">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.</FONT></SPAN></P>
<P
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class=MsoNormal><SPAN
style="FONT-FAMILY: ; mso-fareast-font-family: symbol; mso-bidi-font-family: symbol"
lang=EN-GB><SPAN style="mso-list: ignore"><FONT face=Symbol><FONT
style="FONT-SIZE: 11pt">·</FONT></FONT><SPAN
style="LINE-HEIGHT: normal; FONT-FAMILY: "><FONT face="Times New Roman"><FONT
style="FONT-SIZE: 7pt">
</FONT></FONT></SPAN></SPAN></SPAN><SPAN lang=EN-GB><FONT
style="FONT-SIZE: 11pt">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. </FONT></SPAN></P>
<P
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class=MsoNormal><SPAN
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lang=EN-GB><SPAN style="mso-list: ignore"><FONT face=Symbol><FONT
style="FONT-SIZE: 11pt">·</FONT></FONT><SPAN
style="LINE-HEIGHT: normal; FONT-FAMILY: "><FONT face="Times New Roman"><FONT
style="FONT-SIZE: 7pt">
</FONT></FONT></SPAN></SPAN></SPAN><SPAN lang=EN-GB><FONT
style="FONT-SIZE: 11pt">To find out how to organize and conduct a range of
events, both in-house and external. </FONT></SPAN></P>
<P
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class=MsoNormal><SPAN
style="FONT-FAMILY: ; mso-fareast-font-family: symbol; mso-bidi-font-family: symbol"
lang=EN-GB><SPAN style="mso-list: ignore"><FONT face=Symbol><FONT
style="FONT-SIZE: 11pt">·</FONT></FONT><SPAN
style="LINE-HEIGHT: normal; FONT-FAMILY: "><FONT face="Times New Roman"><FONT
style="FONT-SIZE: 7pt">
</FONT></FONT></SPAN></SPAN></SPAN><SPAN lang=EN-GB><FONT
style="FONT-SIZE: 11pt">To gain an understanding of strategic PR, and how to use
it.</FONT></SPAN></P>
<P
style="LINE-HEIGHT: 13pt; TEXT-INDENT: -0.25in; MARGIN: 0in 0in 10pt 38.25pt; mso-list: l0 level1 lfo1"
class=MsoNormal><SPAN
style="FONT-FAMILY: ; mso-fareast-font-family: symbol; mso-bidi-font-family: symbol"
lang=EN-GB><SPAN style="mso-list: ignore"><FONT face=Symbol><FONT
style="FONT-SIZE: 11pt">·</FONT></FONT><SPAN
style="LINE-HEIGHT: normal; FONT-FAMILY: "><FONT face="Times New Roman"><FONT
style="FONT-SIZE: 7pt">
</FONT></FONT></SPAN></SPAN></SPAN><SPAN lang=EN-GB><FONT
style="FONT-SIZE: 11pt">To know when to use in-house PR resources and when to
outsource.</FONT></SPAN></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
lang=EN-GB><FONT style="FONT-SIZE: 11pt"></FONT></SPAN> </P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><B
style="mso-bidi-font-weight: normal"><SPAN lang=EN-GB><FONT
style="FONT-SIZE: 11pt">Materials:</FONT></SPAN></B></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
lang=EN-GB><FONT style="FONT-SIZE: 11pt">The reading list includes:
</FONT></SPAN></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
style="mso-ansi-language: en-us"><FONT style="FONT-SIZE: 11pt">The New Rules of
Marketing & PR, </FONT><I style="mso-bidi-font-style: normal"><FONT
style="FONT-SIZE: 11pt">David Meerman Scott</FONT></I></SPAN></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
style="mso-ansi-language: en-us"><FONT style="FONT-SIZE: 11pt">NEW MEDIA, A
critical Introduction, </FONT><I style="mso-bidi-font-style: normal"><FONT
style="FONT-SIZE: 11pt">Martin Lister, Jon Dovey, Seth Giddings, Iain Grant
& Kieran Kelly</FONT></I></SPAN></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
style="mso-ansi-language: en-us"><FONT style="FONT-SIZE: 11pt">When the Press
Fails, Political Power and the News Media from Iraq to Katrina, </FONT><I
style="mso-bidi-font-style: normal"><FONT style="FONT-SIZE: 11pt">Lance Bennett,
Regina Lawrence, Steven Livingston</FONT></I></SPAN></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
style="mso-ansi-language: en-us"><FONT style="FONT-SIZE: 11pt">Converging
Culture: Where Old and New media Collide, </FONT><I
style="mso-bidi-font-style: normal"><FONT style="FONT-SIZE: 11pt">Henry
Jenkins</FONT></I></SPAN></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
lang=EN-GB><FONT style="FONT-SIZE: 11pt">All students will have the opportunity
to start their own blog, and experience for themselves the limitations and
freedom of this new media.</FONT></SPAN></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
lang=EN-GB><FONT style="FONT-SIZE: 11pt">An AIBEc facebook page will be created
and administered by students on this course. </FONT></SPAN><SPAN
style="mso-ansi-language: en-us"></SPAN></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
style="mso-bidi-font-weight: bold" lang=EN-GB><FONT
style="FONT-SIZE: 11pt">Building a Positive Media Profile</FONT></SPAN><SPAN
lang=EN-GB><FONT style="FONT-SIZE: 11pt">, </FONT><I
style="mso-bidi-font-style: normal"><SPAN
style="mso-bidi-font-weight: bold"><FONT style="FONT-SIZE: 11pt">Pauline
Rowson</FONT></SPAN></I></SPAN></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
style="mso-bidi-font-weight: bold" lang=EN-GB><FONT style="FONT-SIZE: 11pt">The
Fall of Advertising</FONT></SPAN><SPAN lang=EN-GB><FONT
style="FONT-SIZE: 11pt">, </FONT><I style="mso-bidi-font-style: normal"><SPAN
style="mso-bidi-font-weight: bold"><FONT style="FONT-SIZE: 11pt">Al and Laura
Ries</FONT></SPAN></I></SPAN></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
style="mso-bidi-font-weight: bold" lang=EN-GB><FONT
style="FONT-SIZE: 11pt">Public Relations A Practical Guide</FONT></SPAN><SPAN
lang=EN-GB><FONT style="FONT-SIZE: 11pt">, </FONT><I
style="mso-bidi-font-style: normal"><SPAN
style="mso-bidi-font-weight: bold"><FONT style="FONT-SIZE: 11pt">Philip
Henslowe</FONT></SPAN></I></SPAN></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
style="mso-bidi-font-weight: bold" lang=EN-GB><FONT
style="FONT-SIZE: 11pt">Strategic Planning for Public Relations, </FONT><I
style="mso-bidi-font-style: normal"><FONT style="FONT-SIZE: 11pt">Ronald D.
Smith</FONT></I></SPAN></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
style="mso-bidi-font-weight: bold" lang=EN-GB><FONT style="FONT-SIZE: 11pt">The
Public Relations Handbook, </FONT><I style="mso-bidi-font-style: normal"><FONT
style="FONT-SIZE: 11pt">Alison Theaker</FONT></I></SPAN></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
style="mso-bidi-font-weight: bold" lang=EN-GB><FONT
style="FONT-SIZE: 11pt">Learn Expert Event Management, </FONT><I
style="mso-bidi-font-style: normal"><FONT style="FONT-SIZE: 11pt">Dorling
Kindersley Ltd</FONT></I></SPAN></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
style="mso-bidi-font-weight: bold" lang=EN-GB><FONT style="FONT-SIZE: 11pt">PR
professionals and editors from leading companies and media operating on the
Russian market will be invited to speak to students on each
topic</FONT></SPAN></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><B
style="mso-bidi-font-weight: normal"><SPAN lang=EN-GB><FONT
style="FONT-SIZE: 11pt">Grading system</FONT></SPAN></B></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
lang=EN-GB><FONT style="FONT-SIZE: 11pt">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.</FONT></SPAN></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
lang=EN-GB><FONT style="FONT-SIZE: 11pt">Students will need to pass a written
examination at the end of the course.</FONT></SPAN></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
lang=EN-GB><FONT style="FONT-SIZE: 11pt">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. </FONT></SPAN></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
lang=EN-GB><FONT style="FONT-SIZE: 11pt">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.</FONT></SPAN></P>
<P style="LINE-HEIGHT: 13pt; MARGIN: 0in 0in 10pt" class=MsoNormal><SPAN
lang=EN-GB><FONT style="FONT-SIZE: 11pt">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.</FONT></SPAN></P></DIV></DIV></BODY></HTML>