FACULTY OF COMMUNICATION
Department of Public Relations and Advertising
PRA 316 | Course Introduction and Application Information
| Course Name |
Public Relations Campaign
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
PRA 316
|
Spring
|
2
|
2
|
3
|
6
|
| Prerequisites |
None
|
|||||
| Course Language |
English
|
|||||
| Course Type |
Required
|
|||||
| Course Level |
First Cycle
|
|||||
| Mode of Delivery | face to face | |||||
| Teaching Methods and Techniques of the Course | DiscussionGroup WorkProblem SolvingJurySimulationApplication: Experiment / Laboratory / WorkshopLecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | The aim of this course is to provide an overview of the strategic planning and management process required to develop and implement a public relations campaign. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | Students will work in groups to conduct a project and complete all the planning steps, including situation analysis, stakeholder analysis, identifying goals and objectives, target audience identification, strategy and tactics development, implementation, measurement and evaluation. |
|
|
Core Courses |
X
|
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction to the course Public Relations as a Strategic Management Function | |
| 2 | PR Campaign Process Phase 1: Research - Situation Analysis & Organizational Analysis | Ronald D. Smith (2013) Strategic Planning for Public Relations 4th Edition (Routledge, New York), pp 27-56 |
| 3 | PR Campaign Process Phase 1: Research - Analyzing the Publics | Ronald D. Smith (2013) Strategic Planning for Public Relations 4th Edition (Routledge, New York), pp 57-92 |
| 4 | PR Campaign Process Phase 2: Planning - Establishing Goals and Objectives | Ronald D. Smith (2013) Strategic Planning for Public Relations 4th Edition (Routledge, New York), pp 95-112 |
| 5 | PR Campaign Process Phase 2: Planning - Formulating Action and Response Strategies - Developing Message Strategies | Ronald D. Smith (2013) Strategic Planning for Public Relations 4th Edition (Routledge, New York), pp 113-224. |
| 6 | PR Campaign Process Phase 2: Planning - Selecting Communication Tactics | Ronald D. Smith (2013) Strategic Planning for Public Relations 4th Edition (Routledge, New York), pp 227-328. |
| 7 | PR Campaign Process Phase 3: Implementation - Implementing the Strategic Plan | Ronald D. Smith (2013) Strategic Planning for Public Relations 4th Edition (Routledge, New York), pp 227-303. |
| 8 | PR Campaign Process Phase 4: Evaluation in PR | Ronald D. Smith (2013) Strategic Planning for Public Relations 4th Edition (Routledge, New York), pp 304-358. |
| 9 | Midterm | |
| 10 | Sector Trip | |
| 11 | Studies Before Final Presentations | |
| 12 | Studies Before Final Presentations | |
| 13 | Studies Before Final Presentations | |
| 14 | Studies Before Final Presentations | |
| 15 | Review of the semester | |
| 16 | Final presentations |
| Course Notes/Textbooks | Ronald D. Smith (2013) Strategic Planning for Public Relations 4th Edition, Routledge, New York.
ISBN: 9780415506762 |
| Suggested Readings/Materials | Gregory, A. (2015). Planning and managing public relations campaigns: A strategic approach. Kogan Page Publishers. ISBN-10: 9780749468736
Richardson, K. B., & Hinton, M. (2015). Applied Public Relations Cases in Stakeholder Management 3rd edition. NY: Routledge ISBN: 9780415526593
Somerville, I., Hargie, O., Taylor, M., & Toledano, M. (Eds.). (2016). International Public Relations: Perspectives from Deeply Divided Societies. Taylor & Francis. ISBN-10: 9781138860131
Wilcox, D. L., Cameron, G. T., & Reber B. H. (2014). Public Relations: Strategies and Tactics 11th Edition. Pearson. ISBN-10: 9780205960644 |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
10
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury |
5
|
40
|
| Project |
1
|
25
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
25
|
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
7
|
75
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
25
|
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
2
|
32
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
2
|
32
|
| Study Hours Out of Class |
13
|
2
|
26
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
0
|
||
| Presentation / Jury |
5
|
7
|
35
|
| Project |
1
|
25
|
25
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
30
|
30
|
| Final Exam |
0
|
||
| Total |
180
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to critically interpret theories, concepts, methods, instruments and ideas that form the basis of Public Relations and Advertising field. |
|||||
| 2 | To be able to collect and use necessary data to produce content in the field of Public Relations and Advertising with scientific methods. |
X | ||||
| 3 | To be able to use theoretical knowledge gained in the field of Public Relations and Advertising in practice. |
|||||
| 4 | To be able to use analytical thinking skills in the field of Public Relations and Advertising. |
|||||
| 5 | To be able to convey creative ideas and solution suggestions supported by scientific data in written and oral form to stakeholders. |
X | ||||
| 6 | To be able to take responsibility as individual and group members to solve problems encountered in the practice of Public Relations and Advertising field. |
|||||
| 7 | To be able to develop solutions that favor public good and raise awareness by having knowledge about regional, national and global issues and problems. |
X | ||||
| 8 | To be able to relate the basic knowledge of other disciplines supporting the field of Public Relations and Advertising with his/her own field of expertise. |
|||||
| 9 | To be able to use the knowledge, skills and competencies acquired by following regulations, innovations, changes, current developments, and occupational health and safety practices closely in the field of Public Relations and Advertising; in a lifelong manner and for individual and social purposes. |
|||||
| 10 | To be able to collect, interpret and share data by considering social, scientific and professional ethical values in the field of Public Relations and Advertising. |
|||||
| 11 | To be able to collect data in the areas of Public Relations and Advertising and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1) |
|||||
| 12 | To be able to speak a second foreign at a medium level of fluency efficiently. |
|||||
| 13 | To be able to relate the knowledge accumulated throughout the human history to their field of expertise. |
|||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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