UNIVERSITY OF SOUTHERN CALIFORNIA Fall 2011 USC Annenberg School of Journalism Course Syllabus & Communications CONTACT INFORMATION PUBLIC RELATIONS RESEARCH AND EVALUATION (JOUR 504) Schedule # 21466D, T 1530-1810 ASC 232 Instructor: Laura Min Jackson, MSOD Cell: 714.745.9526 (calls only; no texts) E-mail: laura.jackson@usc.edu Office Hours: By Appointment on Tues. afternoons; please call or email at least 24 hours in advance COURSE DESCRIPTION The use of primary psychographic and demographic research, pre- and post-campaign testing, and other highly quantifiable research techniques in program development and evaluation. (Source: USC Catalog) PRIMARY COURSE OBJECTIVES & LEARNING GOALS This course explores the role of research in Public Relations, with a particular focus on understanding different forms and methods for collecting, analyzing, and utilizing data to effectively plan and evaluate PR activities. The objectives of this course include helping students: Understand the role of research in Public Relations and Marketing Distinguish between various research methodologies and techniques Learn to plan, design, use and analyze research relating to PR projects Explore techniques for evaluating the effectiveness of PR activities COURSE ACTIVITIES During the semester, students will be participating in: Reading, research and writing assignments Class discussion and interactive/experiential exercises Supplemental learning through readings/multimedia formats beyond the text Designing and implementing research projects Preparing research-based PR recommendations REQUIRED COURSE MATERIALS & RESOURCES TEXT: Austin, Erica W. and Pinkleton, Bruce E. (2006). Strategic Public Relations Management Planning and Managing Effective Communication Programs. 2 nd Edition. Mahwah, NJ. Lawrence Erlbaum Associates. ISBN: 0-8058-5381-2 Additional readings from handouts, multimedia/websites, and other sources (TBA). COURSE RESOURCES Blackboard Announcements, assignments, lecture PowerPoint slides, cool supplemental resources, interim Grade Center, and other information will be posted on the site for this class. Annenberg Resource Center on occasion, supplemental materials for this class may be archived and accessed through the Annenberg Resource Center (ASC 104).
GRADING POLICIES A minimum grade of C (2.0) is required in a course to receive graduate credit. Work graded C- or below is not acceptable for subject or unit credit toward any master's or doctoral program. A grade point average of at least 3.0 (B) on all units attempted at USC toward a graduate degree is required for graduation. In addition, a grade point average of at least 3.0 on all graduate work attempted at USC, whether or not all such units are applied toward the degree, is required. BASIS FOR GRADING A total of 500 points is available in this class, allocated as follows: Points Possible % of Grade Class Assignments 75 15% Primary Research Materials 100 20% PR Program Recommendations/Presentation 200 40% Final Paper 100 20% Class Discussion/Participation 25 5% TOTAL 500 100% Class Assignments (15%): Throughout the semester, students will be asked to complete written assignments. The specifics and due date of each assignment will be discussed during class. Submissions will earn points based on overall quality, encompassing: (1) proper organization, style and presentation; (2) appropriate research and citation of sources; (3) demonstration of sound PR judgment; (4) creativity; and (5) timely submission. Primary Research Materials - Focus Group Discussion Guide & Reflection and Quantitative Survey (20%): During the semester, students will apply knowledge gained from the course to develop and implement 2 primary research instruments a Focus Group Discussion Guide and a Quantitative Survey. Additional details will be discussed in class. PR Program Recommendations/Presentation (40%): Students will be expected to participate in a group project to develop PR Recommendations supported by research and evaluation elements. All teams will be required to develop a research plan and instrument, and conduct secondary as well as primary qualitative and quantitative research (outside of the classroom) to support their final recommendations. All team members must participate in presenting the final proposals, using rationale from the research to substantiate their recommendations. Additional details will be discussed in class. Final Paper (20%): Students will be asked to submit a final paper that reflects their critical thinking and comprehension of key concepts presented during the course. Details will be discussed in class. As PR practitioners, we strive for impeccable quality, and all materials will be evaluated according to the same standards. All written materials should represent one s best quality work, be error-free and meet the quality standards of this school, reflecting proper editing, grammar, spelling, and formatting. Students who struggle with language, grammar, spelling, or writing should speak with me about the Annenberg School s designated Writing Coaches. 2
Assignment Formatting & Submission Guidelines Unless otherwise specified, assignments should be submitted as Word Document attachments and emailed to the instructor at: laura.jackson@usc.edu. Please use this File Naming Convention for submitting your assignments: Student Last Name.Assignment Name (i.e. Einstein.Finalpaper) Attendance/Class Discussion/Participation (5%): It is important to attend class and actively participate, since class activities and interaction with peers encourage creative dialogue and diversity of perspective, and enhance learning. It is expected that students will come to class having read the assignment(s) and prepared to join class discussions, contributing questions and comments about the materials. Classes begin promptly, so please arrive on time. If a student is unable to attend class for some reason, please notify the instructor as soon as possible, and assume personal responsibility for gathering notes from other classmates. Unexcused absences, tardiness, and failure to meet deadlines will have a negative impact on the student's final grade. At the end of the semester, students will be allotted points based upon: Consistent demonstration that they have read the material for scheduled class discussion Contribution to class discussion; answering questions, asking relevant questions Demonstrating respect for fellow classmates and instructor Mature classroom behavior that supports learning USE OF TECHNOLOGY Cell phones, PDAs, and other electronic equipment are to be turned off before class. Answering the phone, sending/receiving email or IMs, or any other form of electronic communication during class are a significant distraction from the learning process and should be avoided. The use of computers in class for any purpose other than taking notes, viewing sites and/or researching topics under discussion, will result in a full grade reduction for the entire course. CONFIDENTIALITY In this class, case studies or projects of a sensitive nature may be discussed; the information is considered confidential and should not be shared outside of the classroom without the explicit consent of the person(s) involved. WRITTEN MATERIALS FORMATTING, SUBMITTING, AND CITATIONS Written assignments aside from the Group Presentation should be double-spaced in 12 pt font Times New Roman or equivalent. USC is a Microsoft Windows/Office environment. It is the student s responsibility to submit papers in a Windows compatible format. On occasion, students may be asked to prepare materials on topics with which they have little knowledge. Many online resources are available, and thorough secondary research is encouraged. Please note, however, that the largely subjective nature of wiki s makes them unacceptable resources for this course. Additionally, all public relations writers must learn to create original work, and inappropriate use of existing resources/materials including failure to provide proper citation, verbatim usage of other materials, presenting existing material as one s original work, lack of proper citation, and/or similar practices may be construed as an act of plagiarism, and subject to the university s disciplinary policy on acts of academic dishonesty (see below). 3
PLAGIARISM/ACADEMIC INTEGRITY POLICY Plagiarism is defined as taking ideas or writings from another and passing them off as one's own; in public relations and journalism this means appropriating the words of another without clear attribution. The following is the Annenberg School of Journalism's policy on academic integrity as published in the University catalog: "Since its founding, the USC School of Journalism has maintained a commitment to the highest standards of ethical conduct and academic excellence. Any student found guilty of plagiarism, fabrication, cheating on examinations, or purchasing papers or other assignments will receive a failing grade in the course and will be dismissed as a major from the School of Journalism. There are no exceptions to this policy." ACADEMIC ACCOMMODATIONS Any student requesting academic accommodations based on a disability is required to register with Disability Services and Programs (DSP) each semester. A letter of verification for approved accommodations can be obtained from DSP. Please be sure the letter is delivered to the instructor as early in the semester as possible. DSP is located in STU 301 and is open 8:30 a.m. to 5 p.m. Monday through Friday. The phone number for DSP is 213-740-0776. INTERNSHIPS The value of professional internships as part of the overall educational experience of our students has long been recognized by the School of Journalism. Accordingly, while internships are not required for successful completion of this course, any student enrolled in this course who undertakes and completes an approved, non-paid internship during this semester shall earn academic extra credit herein of an amount equal to one percent of the total available semester points for this course. To receive instructor approval, a student must request an internship letter from the Annenberg Career Development Office and bring it to the instructor to sign by the end of the third week of classes. The student must submit the signed letter to the media organization, along with the evaluation form provided by the Career Development Office. The form should be filled out by the intern supervisor and returned to the instructor at the end of the semester. No credit will be given if an evaluation form is not turned in to the instructor by the last day of class. Note: The internship must be unpaid and can only be applied to one Journalism class. 4
CLASS SCHEDULE Topics by Week (subject to change) Date Title of Topic(s) Readings/Assignments Aug. 23 Aug. 30 Sept. 6 Sept. 13 Sept. 20 Sept. 27 Oct. 4 Oct. 11 Course Overview Introductions Why Research Matters The Need for Strategic PR Management Strategic Planning Model; Mission, Goals & Strategy; Pre-planning Qs Research Methods (Formal & Informal) Secondary Research Applications in PR Account Planning Part I Applications in PR Account Planning Part II Applications in PR Messaging Strategies and Primary Research Design & Planning Research Objectives; Message Testing; Defining & Measuring Outcomes Focus Group Facilitation Tips Targeting, Data Collection & Sampling Audience Segmentation Data Collection & Sampling Methods Reliability and Validity Survey Research Instrument Design None Ch. 1-2 Ch. 7 & Appendix C & pp 147-163 Ch. 3, 4, 13 Ch. 5, 6 & 15 Ch. 10-11 Oct. 18 In-class Focus Groups Oct. 25 Nov. 1 Nov. 8 Data Analysis Qualitative & Quantitative Statistics Without Tears Ethics & PR Research Considerations & Guidelines Persuasion Theory Fundamentals Campaigns, Proposals & Research Reports Interpreting & Presenting Data Ch. 8, 12 & Ch. 14 & Ch. 16 5
Date Title of Topic(s) Readings/Assignments Nov. 15 Nov. 22 Nov. 29 PR Evaluation & Measurement Tools, Techniques, Case Histories What s Next in Research & Evaluation Final Presentation Preparation FINAL PRESENTATIONS Final Paper Due Ch. 16 CHANGES TO SYLLABUS: This syllabus is subject to change. Announcements in class take precedent over any other communication. 6
Instructor Bio Laura Min Jackson is an award-winning writer and communications professional with more than two decades of experience working with start-ups, established corporations, and national consultancies. Prior to launching her independent consulting practice, Laura was vice president of global communications for the CardioVascular division of Baxter Healthcare International, a Fortune 500 firm, and for Edwards Lifesciences, an NYSE-traded, S&P 500 firm. At Baxter CardioVascular and Edwards, she was responsible for all strategic communications, including employee communications, branding, executive communications, media and community relations, crisis response, and strategic philanthropy, including the creation of a $20 million foundation. She led all communications related to Edwards global launch upon its spin-off from Baxter, and helped senior executives strengthen their communications effectiveness with investors, employees, customers, and the media. She also created and led numerous internal training programs in such areas as corporate branding, spokesperson and presentation training, and crisis preparedness, response and recovery. Previously, Laura was senior vice president at Porter/Novelli, where she led several healthcare and consumer accounts as West Coast Director of the firm s national Healthcare Practice. As vice president at PainePR, she specialized in healthcare, B2B and crisis communications, and was instrumental in fostering the agency s growth from a small start-up to a nationally recognized firm. Earlier in her career, Laura was an account executive in the Technology and Consumer Goods practices at Burson-Marsteller. She also worked in the government and nonprofit sectors, focusing on employee communications and community outreach and health promotion. Laura has been a guest speaker, consultant and facilitator for such organizations as AmericaSpeaks; the American Speech-Language Hearing Assn.; Columbia University; the Conference Board; Women in Thoracic Surgery, and Il Foro Cardiovascular (Madrid). She is a contributing author to Awakening the Workplace: Achieving Connection, Fulfillment and Success at Work, and a volunteer facilitator for Greet the Day, an Orange County nonprofit organization that assists cancer survivors. She also teaches as an adjunct instructor in the Graduate Public Relations program at the University of Southern California s Annenberg School of Journalism and Communications. Laura earned her master's of science degree in Organization Development from Pepperdine University, and her bachelor's degree in Communications from California State University, Fullerton. She is a member of the Asian American Business Association and the PR Exchange, and a licensed instructor of The Nia Technique, an internationally practiced mind-body wellness program. 7