| PR 255 Component
ADV 275 Component
PR 255 Component
1. Summarize and highlight each chapter in the Seitel
textbook and weekly learning experiences/journal
2. Meet with professor weekly for summary
3. Attend Ad Waves weekly
4. Project: Create, Prepare, design, develop PR Kit for Ad Waves'
client. Graded on comprehensiveness, accuracy, organization, packaging
and presentation. See MSCO 292 Rubrics.
5. Attend PR component of class
6. Attend all scheduled class presentations
7. Present PR Kit to class during scheduled class presentations
8. Midterm to cover PR text
9. Final exam is comprehensive from PR text
Midterm Study Guide
Your midterm will cover chapters 1-7. There will be two sections: MC/TorF
and short answer/essay. Areas to know include (but not limited to) the
following: role of PR, define PR, RACE, Leading PR organizations,
internal and external publics, the various publics, spin, muckrackers,
principles of successful corporate PR, fundamental trends that helped
shape PR, why PR is important for organizations today, traditional
theories of PR, contemporary theories of PR, the word, the message, the
bias, receiver's bias, feedback, public opinion, attitudes, power of
persuasion, corporate image, managing reputation, management process of
PR, reporting to top management, conceptualizing the pr plan, creating
the pr plan, activating the pr plan, setting pr objectives, budgeting
for pr, pr agency, pr department, ethics in business, corporate codes of
conduct, corporate social responsibility, ethics in government, ethics
in journalism, ethics in pr. Also know pr and the law, first amendment,
defamation law, insider trading, disclosure law, ethics law, and
copyright law.
PR Final Study Guide
Your Final Exam
is Wednesday, December 13, 1:30-4pm. Your final is comprehensive and
will cover the PR Seitel text, the Internet Advertising handouts, and
the IMC articles. It is worth 50 points.
It will cover all PR chapters.
There will be two sections: MC, T/F, and short answer.
Some tips include reading the summary at the end of each chapter,
reviewing your outlines, reviewing the text's case studies, and defining and
understanding terms.
Terms/define or explain the following for Internet advertising/PR and PR:
CPMs
CPC/CTR:
Kinds of online ads/formats:
Formula for CPM:
Definition of
Public Relations:
Differences between PR and Advertising:
Functions of PR:
SPIN:
Publicity:
Press/news releases:
Name some theories of communication that can be applied to PR and
advertising:
wires services and name some wire services:
VNRs:
SMTs:
PSAs:
inverted pyramid:
Crises Management:
Banner ads:
Sponsorships online:
Pop ups/pop unders:
Behavioral targeting online:
Contextual ads:
Interactive banner ads:
Rich
media advertising:
Expandable ads:
Metrics:
Path
analysis:
XMOS:
Sources for measurement data online:
Strategic concerns for PR department:
Executive summary of a PR plan:
PRSA Code of Ethics
Golden mean of moral virtue
Reasons why print media are number one with PR Professionals
Online news releases
essential copy prepared for paid wired services
Steps for an effective news conference
lead:
What should media kits include (p. 343-346)?
issues management
Theories related to PR
research in PR
what helps attract online publicity
employee relations
nonprofit PR campaigns
community relations policy
government relations
IMC
Types of newswires
ADV 275
Component
1. Complete ADV 275
assignments
2. Meet weekly with professor during PR component of course
3. Summarize and highlight each chapter in the Kleppner textbook
4. ADV 275 project--see rubrics for grading
of project and presentation
5. Midterm on Kleppner book
6. Final is comprehensive on Kleppner text
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