Public Relations and Promotion Tactics – STCO 357

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 11/01/2021

Course Description

This course provides students with a broad understanding of and ability to apply promotional and public relations techniques in a digitally mediated world. Emphasis is on experiential application of specific techniques across multiple media and channels. (Formerly COMS 357)

For information regarding prerequisites for this course, please refer to the Academic Course Catalog.

Rationale

The purpose of this course is to provide the student with a clear understanding of the practices used in implementing promotional and public relation techniques. In an experiential setting, the student will apply these principles through the utilization of digitally mediated techniques and multiple channels.

Measurable Learning Outcomes

Upon successful completion of this course, the student will be able to:

  1. Possess a practical working knowledge of the theory and practice of promotional techniques for digital media and marketing communication strategies.
  2. Understand the analyses and processes of communication principles practiced in promotional communications and other new media strategic communications practices used in various channels.
  3. Develop a personal working style and approach that is results- and market-oriented.
  4. Understand the advantages of a Christian worldview in the transactional marketplace.

Course Assignment

Textbook readings and lecture presentations

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in the Course Overview.

Discussions (3)

Discussions are collaborative learning experiences. Therefore, the student is required to provide a thread in response to the provided prompt for each Discussion. The first Discussion will be a 2-minute introduction. Each thread must be at least 300 words and demonstrate course-related knowledge. In addition to the thread, the student is required to reply to 2 other classmates’ threads. Each reply must be 150 words. 

Client and Audience Analysis Assignment

The student will select and work with a local non-profit organization or church to assist in the organization’s public relations efforts. The Client and Audience Analysis project is a 3–4-page research-based paper in current APA format that focuses on the client organization and its target public. The paper must include at least 4 references in addition to the course textbook and the Bible. It also must include a biblical integration component.

Project Summary Template Assignment

The student will complete a 2–3-page template summarizing the Video Testimonial, Crowdsourcing Project, Digital PR Plan, and Digital PR Plan Presentation which will be completed for the selected client organization. The Project Summary Template Assignment must follow current APA format.

Video Testimonial Assignment

The student will use a smartphone to shoot, and Adobe Premiere to edit, a 60–70-second video of someone associated with the client organization. It is recommended that the student purchase or borrow a smartphone lavalier mic for quality audio.

Crowdsourcing Project Assignment

The student will research and write a proposal for a crowdsourcing project designed to enhance the public relations or promotional efforts of the client organization. The plan must be 3–4 pages and provide a minimum of 3 references in addition to the textbook and Bible.

Digital PR Plan Assignment

This project involves proposing a plan that features social media, mobile technology, and the internet to support the public relations efforts of the client organization. The plan must be 3–4 pages and provide 3–4 references in addition to the textbook and Bible. The plan must also include a biblical integration component.

Digital PR Plan Presentation Assignment

After the student has completed the Digital PR Plan, the student will create a dynamic and interesting PowerPoint presentation for his/her client that summarizes the campaign objectives in his/her Digital PR Plan.

Quizzes

Each quiz will cover the textbook material for the corresponding module(s). Quizzes will each be open-book/open-notes, contain 5 multiple-choice, and have a 15-minute time limit. The student will have 2 attempts to complete each quiz.

Quiz: Final

The final quiz will cover textbook material from Module 1: Week 1 through Module 8: Week 8. The final quiz will be open-book/open-notes, contain 25 multiple-choice, and have a 1 hour time limit.