NM2219
PRINCIPLES OF COMMUNICATION MANAGEMENT (2012/2013, Semester 1) 

 MODULE OUTLINE Created: 17-Jun-2012, Updated: 10-Mar-2014
 
Module Code NM2219
Module Title PRINCIPLES OF COMMUNICATION MANAGEMENT
Semester Semester 1, 2012/2013
Modular Credits 4
Faculty Arts & Social Sciences
Department Communications And New Media
Timetable Timetable/Teaching Staff
Module Facilitators
DR Ganga S Dhanesh Lecturer
DR Debalina Dutta Co-Lecturer
MRS Gayatheri Manikam Teaching Assistant
MS Satveer Kaur Teaching Assistant
Weblinks
http://www.prmuseum.com/
Established in 1997, this is the place to go to learn about how ideas are developed for industry, education, and government, and how they have been applied to successful public relations programs since the PR industry was born.
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Synopsis | Aims & Objectives (Learning Outcomes) | Prerequisites (What should I know?) | Preclusions | Teaching Modes | Syllabus | Schedule | Practical Work | Assessment | FAQs on term tests | Workload | Expectations | Academic Honesty | References


 SYNOPSIS Top






 AIMS & OBJECTIVES (LEARNING OUTCOMES) Top
This module is designed to introduce students to the field of communication management and to the organisational, societal and legal contexts in which the profession takes place. Emphasis is placed on ethics, social responsibility, the role of mass communication in the formation of public opinion, the role of organisational communication in democracy, the global practices of communication management and major influences that affect organisational behaviour. This is the foundation module for students pursuing careers in communication management.

NM2219 is an essential module in the Communication Management sequence. To be able to advance in the sequence, students must have taken NM2219. 


*The information listed is broadly correct although details are subject to change.




 PREREQUISITES (WHAT SHOULD I KNOW?) Top
Although there are no prerequisites, students would have a clear advantage if they have completed or are concurrently enrolled in NM2101: Theories of Communications & New Media and NM2102: Communications and New Media Research.




 PRECLUSIONS Top
NIL


 TEACHING MODES Top
This is a lecture-tutorial format module. Tutorials will start from week 3 (week of Aug 27). Lectures will not be webcast unless specified.

*The lecture in Week 2 has been cancelled as it falls on a public holiday.





 SYLLABUS Top
Defining Communications Management/Public Relations
The Organization of Communications Management
The History of Public Relations
The PR Management Process
Theories of Public Relations & Communication
Ethics & Professionalism
Public Relations & Law
Employee & Media Relations
Public Relations and Technology
The Practice of Communications Management/Public Relations


 SCHEDULE Top
WEEK 1 (13 AUG) DEFINING COMMUNICATIONS MANAGEMENT/PUBLIC RELATIONS
Readings
Chapter 1: Introduction to Contemporary Public Relations
Chapter 2: Practitioners of Public Relations
 
WEEK 2 (20 AUG) CLASS CANCELLED
 
WEEK 3 (27 AUG) PUBLIC RELATIONS : ORGANIZATIONAL SETTINGS & HISTORY
Readings
Chapter 3: Organizational Settings
Chapter 4: Historical Origins
    
Project Milestone
Your tutor will brief you on the requirements for your project and will form your project teams.
 
WEEK 4 (03 SEP) THE PR MANAGEMENT PROCESS (PART 1)
Readings
Chapter 11: Defining the Public Relations Problem
Chapter 12: Planning & Programming
 
Project Milestone
Each team should come to the tutorial with a team contract agreed upon and signed by all members of the team.
 
Identify an organization for which the team will monitor one PR issue.
Scan for issues that can affect your chosen organization. Remember that an issue implies a controversy. As you scan the environment for these issues, identify one that is important to your organization and that you can track during the semester.
 
Settle on an issue by this week, when team leaders will report the issues to be tracked to the tutor.
 
No two teams within a tutorial should track the same issue.
 
WEEK 5 (10 SEP) THE PR MANAGEMENT PROCESS (PART 2)
Readings
Chapter 13: Taking Action & Communicating
Chapter 14: Evaluating the Program
 
Project Milestone
Complete situation analysis on (a) the organization and (b) the issue
 
The Organisation: Describe origins, early history; what the organization is today, what it does and its basic mission (mission statement); the relationship of parent and any subsidiaries; numbers and types of key publics; geographical areas in which it operates; and any other information important to understanding the organization. Use the organization’s existing publications, including its website(s), for sources.
 
The Issue: Include the issue's background/history; the cause and relevant facts about the issue; its likely duration; its significance to the organisation; any known impediments to a solution; and the key publics most affected or involved, including other groups or organisations. Formulate a succinct problem statement. Finally, identify the proposed target audience and give its demographics.
 
Identify sub-issues/different facets of the issue for individual team members to focus on.
 
START media monitoring.
 
WEEK 6 (17 SEP) EXAM I
You will be tested on chapters from Week 1 to Week 5.
 
Project Milestone
Complete SWOT analysis
CONTINUE media monitoring
 
RECESS WEEK (22 Sep – 30 Sep)
Project Milestone
CONTINUE media monitoring
 
WEEK 7 (01 OCT) THEORIES OF PUBLIC RELATIONS & COMMUNICATIONS MANAGEMENT (PART 1)
Readings
Chapter 7: Theoretical Underpinnings: Adjustment & Adaptation
 
Project Milestone
CONTINUE media monitoring
 
WEEK 8 (08 OCT) THEORIES OF PUBLIC RELATIONS & COMMUNICATIONS MANAGEMENT (PART 2)
Readings
Chapter 8: Communication & Public Opinion
 
Project Milestone
END media monitoring [By the end of the media monitoring exercise each team member should have 3 unique clips]  
 
WEEK 9 (15 OCT) PUBLIC RELATIONS ETHICS & PROFESSIONALISM
Readings
Chapter 5: Ethics & Professionalism
 
Project Milestone
Set PR goals and objectives
 
WEEK 10 (22 OCT) PUBLIC RELATIONS & LAW
Readings
Chapter 6: Legal Considerations
 
Project Milestone
Finalize presentation
 
WEEK 11 (29 OCT) EMPLOYEE & MEDIA RELATIONS
Readings
Chapter 9: Internal Relations & Employee Communication
Chapter 10: External Media & Media Relations
 
Project Milestone
Media monitoring project presentation (15 minutes) to your tutorial class
 
WEEK 12 (05 NOV) PUBLIC RELATIONS AND TECHNOLOGY [Guest lecture]
Readings
Coombs, T.W. & Holladay, S.J. (2010). Technological developments and online PR. Uploaded on IVLE E reserves

 
Project Milestone
Media monitoring project presentation (15 minutes) to your tutorial class
 
WEEK 13 (12 NOV) THE PRACTICE OF PR: Corporate/Government/NGO
Readings
Chapter 15: Business & Industry Public Relations
Chapter 16: Government & Public Affairs
Chapter 17: Nonprofits, Trade Associations, and Non-government Organizations
 
Project Milestone
Write the final report
 
READING WEEK Sat 17 Nov – Fri 23 Nov 2012    
 
FINAL EXAM Tue 27 Nov 2012
Time: 5 p.m. - 7 p.m.
Venue: LT11 and LT12
You will be tested on material from the second half of the course, weeks 7 to 13.




 PRACTICAL WORK Top
MEDIA MONITORING, ISSUE ANALYSIS & MANAGEMENT

Objectives

The first objective of this project is for you to learn how to watch for and track issues that may affect your employer, your profession, your country or you. This is a crucial first step for managing issues.

The second objective is for you to learn how to analyse and strategically manage the impact of these issues on an affected organisation or governmental body using public relations theories and principles learned in class.
 
Types of issue
You should watch for issues that affect public opinion at home or globally and that would respond to public relations strategies and tactics you are learning about in class. Remember that an issue is subject to debate. It involves a controversy, or a problem to be resolved. The issue may impact local, state, national or international businesses, organizations or public officials.

Types of media to be monitored
In addition to local media, monitor at least one major daily newspaper outside of Singapore for developments in your issue. Excellent reports will be taken from several news sources. Clip all articles you can find about the issue, or print out articles found on the Internet. Write the date and source on each clip.

Individual media monitoring summary
Most issues are complex enough to have many facets. Each team member should concentrate on one such facet. Each member must compile a summary that highlights the main points (no more than a paragraph, highlighting the clip's main points and relevancy to the issue) for each of the clip. As you collect the clips, write a short summary about the development(s) highlighted by each clip. Do not wait until the last minute to write your summaries. Write them as you track. Upload the completed summaries, with the orignial clip in the same document into the folders created for each project team. This will allow your tutors to track your team's progress. (Note: If you were doing this for an employer, you would track several issues of interest to, or that may have an impact on, your organization. The summaries would be given to your supervisor daily). By the end of the media monitoring exercise each team member should have 5 unique clips.  

Team Presentation & Report
By Week 11 your team should be prepared to deliver a short 15-minutes presentation to your tutorial class. (Your team should be ready to present your project by this stage even if you are not scheduled to present in Week 11.) To address the issue on behalf of the organization you have chosen to represent, propose at least one public relations objective and at least one tactic to achieve that objective. An excellent presentation should consider more than one tactic, as appropriate.
 
The presentation must not go over the time limit set by the tutor. Each presentation will be followed by 5-10 minutes of Q&A. Points earned for the presentation will be determined by content and by how well the presenters were prepared and followed these criteria. Audio/visual aids to comprehension are a plus.
Each team should submit a 10-page report (excluding the title page, references and appendices) of its issue. The report should have the following sections and appendices:
 
(1) An executive summary: While it will appear first in the report, following the title page, the executive summary should be prepared last. It should briefly summarize the report’s main findings and recommendations and be no longer than one page, double-spaced.
 
(2) Summary of all the aspects of the issue considered in the media monitoring: List the issues identified in the media monitoring. Assign priority to the issues and explain how you arrived at your conclusions. In prioritising issues, consider the potential impact of the issue on the organization's mission and its stakeholders (2-3 pages).
 
(4) Analysis of top issues (team): Analyze the top three aspects of the issue and their potential impacts on the organization and stakeholders. In the analysis, identify opinion leaders on the issue. Include facts, arguments, premises, conclusions and/or policy recommendations of the opinion leaders. The analysis also should include an issue-forecasting section outlining whether and/or how the issue will continue, change, affect public opinion, mobilize opinion leaders and activists, and/or result in legislative action (2-3 pages).
 
(5) Issues management analysis and recommendation: Drawing on what you have learnt in class and from the literature, identify the theories, strategies and tactics that you would propose to manage the issues' impact on your organization's mission and stakeholders. An excellent report will discuss at least three principles, theories or other elements learned in class and correctly applied to your issue. In addition, you will propose at least one realistic and measurable public relations objective and tactic to address the issue on behalf of your organization. The excellent report will propose more than one tactic, as appropriate. Set at least one measurable objective for each tactic. Finally, the excellent report will reflect any feedback received during the presentation. To help measure the extent to which your tactics have met your objectives, you should also come up with some evaluation methods (2-3 pages.)

(6) Bibliography: Append a bibliography of the works cited to support your analysis and recommendation. (1-2 pages.)
 
The report is to be typed, double-spaced, and with the clips, printouts or photocopies attached. Add a reference page, citing the articles used. Append a cover sheet and package the report neatly in a large envelope with the name of the client, the issue addressed, your team's name, your team members' names and matriculation numbers, your TA's name and the day and time of the tutorial on the outside. The number of points earned (out of 100) will be determined by the quality of the summary and the application section and by how well criteria were met and directions were followed. Writing, grammar and spelling are important. 


 ASSESSMENT Top
Exam I (17 Sept, in lecture theatre) 20%
Team media monitoring presentation (in weeks 11/12) and report (due on Nov 16, 5 p.m.) 25%
Individual media monitoring summaries (due on Nov 12, 5 p.m.) and peer reviews (due on Nov 19, 5 p.m.) 10%
Class participation (includes tutorial attendance and participation and IVLE Forum participation) 10%
Exam II (27 Nov) 35%


 FAQS ON TERM TESTS Top
1. Can I request a make-up midterm?
A make-up midterm can be arranged provided the following conditions are met

a) The student e-mails both the tutor and lecturer with a valid reason either before the exam or on the day of the exam. The e-mail must be supported by official documents.
b) The original document (not a copy) of a medical certificate or other official document must be provided within two days of the exam.
 
2. Can I take the final exam earlier or postpone the final exam? 
No. This date is set by the university registrar and cannot be changed by departments. Exchange students and international students in particular must take note of this. Rigid flight reservations, a need to vacate temporary accommodation and a pressing need to return to your home campus cannot be used as reasons to move the date of the final.

3. Can I view the exam papers from previous semesters for this module? 
No.


 WORKLOAD Top
2 hours of lecture per week.
1 hour of tutorial per week.
0 hour of laboratory work per week.
3 hours of projects, assignments, fieldwork etc per week.
4 hours of preparatory work by a student per week.

You will be expected to put in 10 hours of work each week for this module.





 EXPECTATIONS Top
Students who take NM2219 are expected to:

1. Own a copy of the textbook.
There is no way you can get through this course without the textbook.

2. Read the relevant chapters in the textbook before coming to lecture.
You will understand the lecture much better and save yourself a lot of revision time later on.

3. Work consistently throughout the semester. 
Students who only begin working close to deadlines do not necessarily score poorly, but they do give themselves a very unpleasant working experience.
This applies especially to the media-monitoring project. Start as soon as you form your teams.

4. Attend lectures and tutorials regularly and punctually.
You are expected to turn up for ALL lectures and all tutorials.
Attendance at tutorials for media-monitoring presentations is mandatory even if your group is not presenting.

5. Be active participants during tutorial discussions.
In this course, you will learn the importance of maintaining 2-way symmetrical communication. Likewise, as audience to your TA or fellow classmates during presentations, you are expected to ask questions and give constructive comments. You are always welcome to share your thoughts in the IVLE forum.

6. Be a good team player.
In the field of PR you will be working a lot in teams. For this course, teamwork is paramount to the whole group's sucess. Make sure to pull your own weight.

7. Maintain open communication with the lecturers and TAs.
One lesson you will learn in this module is that feedback is very important to the PR practitioner. The NM2219 teaching staff always want to hear from you. We are always willing to listen to any suggestions or complaints throughout the semester. Bring problems to our attention as soon as they emerge. Do not wait until the semester ends when it is far too late to resolve them. You can also use the anonymous feedback system on IVLE anytime during the semester.


 ACADEMIC HONESTY Top
Academic honesty is expected and required, just as high ethical standards are required professionally. There will be zero-tolerance for anything less. That means not giving, accepting or taking unauthorized aid, or doubling on any assignments without permission of all professors involved. Cases of academic dishonesty will be prosecuted according to the university’s rules of discipline.




 
 1. TEXT & READINGS Top
Total 2 items
Title and AuthorEdition / Year /
*ISBN
Publisher
Cutlip and Center's Effective Public Relations
Author:Glenn M. Broom
10e / 2009
ISBN:9780136029694
Pearson Education InternationalCompulsory

This is the textbook for NM2219. All students must be equipped with one. The 9th edition is fine, but please make sure you compare against the 10th edition to find out what the 9th edition is missing out. Make sure you get hold of these information.
It's Not Just PR : Public Relations in Society
Author:Coombs, W. T., & Holladay, S. J.
- / 2007
ISBN:140514405X
Blackwell PublicationsReferences

 2. TEXT & READINGS Top
 


Synopsis | Aims & Objectives (Learning Outcomes) | Prerequisites (What should I know?) | Preclusions | Teaching Modes | Syllabus | Schedule | Practical Work | Assessment | FAQs on term tests | Workload | Expectations | Academic Honesty | References