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This course is designed to be a hands-on learning bonanza for Communication, Journalism and Public Relations students who want to capture leadership positions as Press Secretary, Director of Communication, Media Relations Manager, Public Affairs Officer or Public Information Officer.
Communication specialists are charged with explaining the goals, mission and value of nonprofits, government operations and private sector enterprises around the nation. Whatever their titles, they are responsible for positively shaping the messages and perceptions of that organization in the public’s mind.
In times of crisis, they must be the voice of reason that explains potentially damaging information, calms public fears and monitors reactions through the news media and community meetings. It’s essential for communication professionals in all fields to understand that information is always flowing, ever-changing and always in need of checks to be sure their clients and organizations are current on trends – positive and negative.
To compete in this delicate media dance between senders and receivers; business and government, and leaders, media and citizens requires utilizing a variety of media products that communicate message and missions. This course will incorporate a strategic exploration of political communication with a practical approach to media creation—both necessary to the communications specialist.
Students will:
-Media Relations Handbook for Government, Associations, Nonprofits, and Elected Officials (Second Edition). Bradford Fitch, author; Jack Holt, editor. Kindle ISBN: 978-1-58733-253-1.
-Dynamics of Media Writing: Adapt and Connect by Vincent F. Filak.
Kindle ISBN: 978-1483377605.
-Articles, audio/visual content as assigned by the instructor.
A: 930-to-1000 points. | A-: 900-to-929.
B+: 870-to-899 points. | B: 830-to-869. | B-: 800-to-829.
C+: 770-to-799 points. | C: 730-to-769. | C-: 700-to-729.
D+: 670-to-699 points. | D: 630-to-669. | F: 629 or below.
Attention/Participation: 100 points.
Project Assignments: 500 points. | Midterm: 150 points. | Final: 250 points.
Project 1 (100 points) — Write an 800-word profile of the organization assigned by the instructor, focusing on its story, its mission, media and online media strategy. Further details to be provided by the instructor.
Project 2 (100 points) — A dozen or so historical photos and video clips will be distributed in a PDF that tell the story of a significant event in the political life of the United States. Write a 700-word analysis on the use of photography/videography as tools in political communication, emphasizing how issues were framed, how public perception was changed and how content altered debate on Capitol Hill or among citizens.
Project 3 (100 points) — Conduct a Press Conference based on a topic and client/employer selected in class. Keep in mind the mood of the electorate and lawmakers as you plan. Ask yourself what you’re trying to accomplish. Remember: How you present the items as part of an overall agenda, how it’s framed, if lobbyists have a role and the impact (real or perceived) on the public’s interest figure into the success of your event. Dozens of PCs are held daily so you must figure out what will make yours special. Here are your duties: 1) Write a one-page press release (50 points); 2) Deliver an opening statement of up to two minutes (25 points), and 3) Field questions from “reporters” portrayed by your classmates (25 points).
Project 4 (100 points) — Write and deliver a rousing five-minute speech on your assigned topic that features a solid point of view and a strong call to action. The speech should put your clients in the best possible light and position them as strategic thinkers who truly understand the dynamics of U.S. and world politics.
Project 5 (100 points) — Write a feature story assigned by the instructor, then use that story as a centerpiece to pitch the organization’s goals to broadcast and print media. Be sure to include interview sources, and photo and video possibilities, and a clear explanation of how the story will further the organization’s goals and mission.
Fitch, Chapter One: First Steps
Reading Assignment
Fitch, Chapter One: First Steps
Classroom Activity
Success Principles that develop your leadership skills.
Reading Assignment
Filak, Part I: The Basics
Classroom Activity
The Writing Process—a step-by-step review with in-class exercises covering idea formation, research, reporting, organization, drafting, editing, rewrite.
Reading Assignment
Fitch, Chapter 2: Tools of the Craft
Classroom Activity
Guest speaker pending.
Filak, Part I: The Basics
Classroom Activity
There’s a reason social media and the web are powerful tools in communicating messages. We’ll consider the statistics and try to link message with method when it comes to writing tweets, posts and live-streaming.
Reading Assignment
Fitch, Chapter 2: Tools of the Craft
Classroom Activity
Guest speaker pending
Reading Assignment
Fitch, Chapter 2: Tools of the Craft
Classroom Activity
Guest speaker pending
Reading Assignment
Fitch, Chapter 2: Tools of the Craft
Classroom Activity
The use of visuals in storytelling will take us to the origins of photography in news gathering and the advent of TV in presidential campaigns and wars. We’ll break into teams to produce a Video News Release and write a PSA.
No class meeting but keep up with the news.
Reading Assignment
Fitch, Chapter 2: Tools of the Craft
Classroom Activity
Creation of print concepts that encompass an organization’s branding and mission. Creating content – words and visuals –that tell the story without being pushy or too obvious. Principles of Design will be discussed by a pending guest speaker who will team with instructor this class.
Field Visit to The Washington Post, CNN or HuffPost, followed by Q&A of guest speaker from the newsroom.
Reading Assignment
Fitch, Chapter 3: Developing a Message and Communication Plan
Filak, Part III: Focus on Marketing Media
Classroom Activity
A discussion and debate about when it’s proper or advantageous to stay out of the news cycle. Is it a disservice to patrons or the public? When to say, “no comment” and when to just keep walking and not utter a word.
Reading Assignment
Fitch, Chapter 4: Interacting with Reporters
Classroom Activity
Students will pitch stories to designated media, and the advantages and disadvantages of cultivating the trades and specialty press will be discussed
Reading Assignment
Fitch, Chapter 4: Interacting with Reporters
Classroom Activity
Students will pitch stories to designated media, and the advantages and disadvantages of cultivating the trades and specialty press will be discussed.
Reading Assignment
Fitch, Chapter 6: Online Communication
Classroom Activity
Guest speaker pending.
Reading Assignment
Fitch, Chapter 7: Dealing with the Principal
Fitch, Chapter 8: Interview Preparation
Classroom Activity
Scenarios replicating crises in several fields will compel students to role-play, strategize and write as they deal with “bosses” and the media. The second part will have teams prepping their designated principal for tough interviews conducted by the instructor.
The FINAL will take the entire session to complete. There will be one break.