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Schedule

Week 1
Lesson 1: Strategic Communications: Resources and Terms
Readings:
  • Shephard, J. (2008, December 22). Live Tweeting a Plane Crash. Buzz Feed News. Retrieved from http://www.buzzfeed.com/expresident/live-tweeting-a-plane-crash
  • Laird, S. (2012, November 13). NASCAR Driver Fined $25,000 for Tweeting From Car During Race. Mashable. Retrieved from http://mashable.com/2012/11/13/nascar-keselowski-fined/
  • Falkow, S. (2013, May 18). Paid, Owned and Earned Media in Digital PR. Business 2 Community. Retrieved from http://www.business2community.com/public-relations/paid-owned-and-earned-media-in-digital-pr-0491722?goback=%2Egde_82242_member_242186543
  • Chaffey, D. (2012, June 17). The difference between paid, owned and earned media-5 viewpoints. Smart Insights. Retrieved from http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/
  • Cheyfitz, K. (2010, October 27). Advertising’s Future is 3 Simple Words: Paid. Owned. Earned. HuffPost Media. Retrieved from http://www.huffingtonpost.com/kirk-cheyfitz/advertisings-future-is-3_b_774821.html
  • Brito, M. (2013, June 25). Your Content Strategy: Defining Paid, Owned, and Earned Media. Hootsuite. Retrieved from http://blog.hootsuite.com/converged-media-brito-part-1/
Assignments:
  • Follow or subscibe to social media
  • Yammer Introductions
  • Participation activities on Yammer
  • Write a memo
Week 2
Lesson 2: Identifying the Problem or Goal
Readings:
  • Feifer, J. (2011, June 3). Rules of Engagement From the NBA Social War Room. FastCompany. Retrieved from http://www.fastcompany.com/1757355/rules-engagement-nba-social-media-war-room
  • Barbarao, M. (2005, November 1). A New Weapon for Walmart: A War Room. The New York Times. Retrieved from http://www.nytimes.com/2005/11/01/business/01walmart.html?pagewanted=all&_r=0
  • Crisis Management – 6 Tips for Writing a Holding Statement. Image Management. Originally Retrieved from http://imagemanagement.in/?p=2654 [Relocated to http://imagemanagement.in/2012/10/04/crisis-management-6-tips-for-writing-a-holding-statement/
  • Salvin, B. (2012, February 7). The Futility of Holding Statements. Signal Bridge. Retrieved from http://signalbridge.blogspot.com/2012/02/futility-of-holding-statements.html
  • Berry, T. (n.d.). How to Perform a SWOT Analysis. Mplans. Retrieved from http://www.mplans.com/articles/how-to-perform-a-swot-analysis/
  • Harrison, K. (n.d.) Make the Most of SWOT Analysis for Communications Projects. Cutting Edge PR. Retrieved from http://www.cuttingedgepr.com/articles/swot-analysis-communication-projects.asp
  • Goodrich, Ryan. (2015, January 1). SWOT Analysis: Examples, Templates & Definition. Business News Daily. Retrieved from http://www.businessnewsdaily.com/4245-swot-analysis.html
  • Hoover, C. (2010, August). FBI Strategic Communications Plan. FBI Law Enforcement Bulletin. Retrieved from https://leb.fbi.gov/2010/august/the-strategic-communication-plan
  • Communication Strategy: 9 Steps to Effective Strategic Planning. Melcrum. Retrieved from https://www.melcrum.com/research/strategy-planning-tactics/9-steps-effective-strategic-planning
Assignments:
  • SWOT Analysis
  • Participation activities on Yammer
Week 3
Lesson 3: Writing for the News
Readings:
  • Check out the websites listed for this section. These resources will help you understand the makings of a great news story.
Assignments:
  • Participation activities on Yammer
  • Write a News Story
  • Open book AP Stylebook Quiz #1
Week 4
Lesson 4: Press Releases
Readings:
  • Mahon, W. M. (2000). Perfect press release. State College, PA: author.
  • Perez, D. (2011, May 10). What makes one press release more successful than another? PR Newswire. Retrieved from http://blog.prnewswire.com/2011/05/10/what-makes-one-press-release-more-successful-than-another/
  • Cutler, Z. (2012, November 13). 8 tips for writing a great press release. The Huffington Post. Retrieved from http://www.huffingtonpost.com/zach-cutler/press-release-tips_b_2120630.html
  • Stoller, B. (n.d.). How to write a great press release: A sample press release template. PublicityInsider. Retrieved from http://www.publicityinsider.com/release.asp
Assignments:
  • Participation activities on Yammer
  • Write a press release
Week 5
Lesson 5: Speech Writing
Readings:
  • Lee, L. (2013). OverViews Speechwriting. Retrieved from http://www.speechwriting.com
  • Kusnet, D. (2010, February 11). Ten speechwriting tips. Podesta Group. Retrieved from http://www.podesta.com/pulse/ten-speechwriting-tips
  • Lehrman, R. (2012, November 3). The political speechwriter’s life. The New York Times. Retrieved from http://opinionator.blogs.nytimes.com/2012/11/03/the-political-speechwriters-life/?_r=0
  • Mahon, W. M. (2000). Media speech writing. Unpublished Manuscript.
Assignments:
  • Identify good speechwriters
  • Participation activities on Yammer
  • Write a speech
  • Open book AP Stylebook Quiz #2
Week 6
Lesson 6: Op-Ed Writing / Letter to the Editor
Readings:
  • Jarmul, D. (2009). How to write an op-ed article. Duke University Office of News and Communications. Retrieved from http://newsoffice.duke.edu/duke_resources/oped.html
  • McClain, J. (n.d.). How to write an op-ed: Perhaps it’s PR’s most underutilized tool. All About Public Relations. Retrieved from http://www.aboutpublicrelations.net/ucmclaina.htm
  • Tips for op-ed writing. (n.d.). The Op-Ed Project. Retrieved from http://www.theopedproject.org/ index.php?option=com_content& view=article&id=67&Itemid=79
  • How to submit an op-ed article. The New York Times. Retrieved from www.nytimes.com/content/help/site/editorial/op-ed/op-ed.html
Assignments:
  • Participation activities on Yammer
  • Write an Op-Ed
Week 7
Lesson 7: Staging a Press Conference
Readings:
  • “Staging a Press Conference” document by Bill Mahon
Assignments:
  • Participation activities on Yammer
  • Write a Press Conference Announcement
  • Open book AP Stylebook Quiz #3
Week 8
Lesson 8: Media Performance Training
Readings:
  • Mahon, W. M. (2000). Media Interview 101.
Assignments:
  • Participation activities on Yammer
  • Open book AP Stylebook Quiz #4
Week 9
Lesson 9: Aggressive Creativity
Readings:
  • Scared to death! Walking Dead zombies terrorize New York City streets in hilarious promo video. Daily Mail. Retrieved from http://www.dailymail.co.uk/news/article-2553146/Walking-Dead-zombies-terrorize-New-York-City-streets-hilarious-promo-video.html
  • Kain, E. (2013, May 3). How technology is making “The Walking Dead” television’s most popular show. Forbes. Retrieved from http://www.forbes.com/sites/erikkain/2013/05/03/how-technology-is-making-the-walking-dead-televisions-most-popular-show/
  • Warshaw, D. A. (2011, June 29). 5 career makeover success stories: Once-writer, now e-do-it-yourselfer. CNN Money. Retrieved from http://archive.fortune.com/galleries/2011/pf/1106/gallery.career_reinvention_stories.fortune/6.html
  • Hindman, N. C. (2013, April 12). The 18 most ridiculous startup ideas that eventually became successful. The Huffington Post. Retrieved from http://www.huffingtonpost.com/2013/04/12/ridiculous-startup-ideas_n_3071538.html?ir=Small+Business&ref=topbar
  • Bukszpan, D. (2011, February 17). 10 massive advertising campaign failures. CNBC. Retrieved from http://www.cnbc.com/id/41624240/
  • Currie, T. (2012, October 9). The 5 best and 5 worst publicity stunts. Mandatory. Retrieved from http://www.mandatory.com/2012/10/09/the-5-best-and-5-worst-publicity-stunts/1
  • Horton, J. L. (2004, January 22). Publicity stunts: What are they? Why do them? Online Public Relations. Retrieved from http://www.online-pr.com/Holding/PRStuntsarticle.pdf
  • Orgel, D. (2012, November 26). HyVee in command from social media war room. Supermarket News. Retrieved from http://supermarketnews.com/blog/hy-vee-command-social-media-war-room
  • Horsburgh, A. (2014, October 23). Create A Great Social Media War Room. LinkedIn SlideShare. Retrieved from http://www.slideshare.net/amberhorsburgh/war-rooms-realtimemarketing-40644900
  • Humbert, M. (2011, March 2). 20 creative guerilla marketing campaigns. Designer Daily. Retrieved from http://www.designer-daily.com/cool-and-creative-guerilla-marketing-campaigns-13471
  • Smith, D. (2011, March 4). 12 Memorable Event Marketing Campaigns. Inc. Retrieved from http://www.inc.com/ss/10-unique-event-marketing-campaigns
Assignments:
  • Participation activities on Yammer
  • Write up an unusual idea to gain publicity for candidate
Week 10
Lesson 10: Social Media
Readings:
  • Pyle, S. O. (2013, May 7). Lessons from horse racing: Using social media to make events more social. Nashville Business Journal. Retrieved from http://m.bizjournals.com/nashville/blog/socialmadness/2013/05/lessons-from-horse-racing-using.html
  • Thai, T. (2013, May 7). Social TV data for the 2012 Kentucky Derby. Bluefin Labs. Retrieved from https://bluefinlabs.com/blog/2012/05/07/social-tv-data-for-the-2012-kentucky-derby/
  • Crater, J. (2013, May 8). Which social media channels are right for you? Nashville Business Journal. Retrieved from http://m.bizjournals.com/nashville/blog/socialmadness/2013/05/which-social-media-channels-are-right.html
  • Kimbarovsky, R. (2009, October 28). 10 small business social media marketing tips. Mashable. Retrieved from http://mashable.com/2009/10/28/small-business-marketing/
  • Donnelly, J. (2012) Danger ahead: The growth of social media risk. The Public Relations Strategist, 18(3), 16–17.
  • Rosenberg, J. (2013, September 9). How to brace for social media attacks. PRNews. Retrieved from http://www.prnewsonline.com/topics/social-media/2013/09/23/how-to-brace-for-social-media-attacks/?goback=%2Egde_82242_member_5793015981953536004#%21
  • Strazinsky, S. (2013, April 2). 10 best practices for social media writing. Inspirationfeed. Retrieved from http://inspirationfeed.com/articles/social-media-articles/10-best-practices-for-better-social-media-writing/?utm_source=Intelligence&utm_campaign=cf9ed02a5a-May_2013_Intelligence&utm_medium=email&utm_term=0_d934ebe766-cf9ed02a5a-11122217
  • Chase, C. (2013, April 9). Living with social media. EarthLink Blog. Retrieved from http://blogs.earthlink.net/living-with-social-media/
Assignments:
  • Participation activities on Yammer
  • Write a social media analysis for a current politician
Week 11
Lesson 11: Media Relations
Readings:
  • Mahon, W. M. (2000). Editorial board visit. 
  • Wisconsin Tobacco Prevention and Control Program. (n.d.). Media tip: Visiting an editorial board. Retrieved from http://www.ttac.org/tcn/materials/pdfs/12.13.10/Editorial_Board_Visit.pdf
  • Strauss, S. (2009). Guide to meeting with editorial boards. Retrieved from: http://www.nrcat.org/storage/documents/nrcat_editorial_board_project_manual_5_20_09.pdf 
  • GW Associates (n.d.). Arranging an editorial board meeting. Retrieved from http://www.peterwirth.net/media_guide/resources/editorial_boards.html
  • American Library Association. (n.d.). How to schedule and conduct an editorial board meeting. Retrieved from http://www.ala.org/advocacy/advleg/advocacyuniversity/toolkit/mediatools/editorialboardmeeting
  • Union of Concerned Scientists. (n.d.). Meet with an editorial board or writer. Retrieved from http://www.ucsusa.org/action/science_network/meeting-with-an-editorial.html
Assignments:
  • Create a list of media contacts in your area
  • Participation activities on Yammer
  • Write a fact sheet
  • Open book AP Stylebook Quiz #5
Week 12
Lesson 12: Pitch Letter/ Generating Attention/ Cultivating Sources
Readings:
  • Wynne, R. (2013, January 7). How NOT to write a pitch letter. Forbes. Retrieved from http://www.forbes.com/sites/robertwynne/2013/01/07/how-not-to-write-a-pitch-letter/
  • Laermer, R. (2009, February 16). Five crucial tips for the perfect pitch letter. Bad Pitch Blog. Retrieved from http://badpitch.blogspot.com/2009/02/five-crucial-tips-for-perfect-pitch.html
  • Stoller, B. (n.d.). How to write a great pitch letter. PublicityInsider. Retrieved from http://www.publicityinsider.com/pitch.asp
  • Mahon, W. M. (2000). Cultivating sources. State College, PA: author.
Assignments:
  • Write summaries on two journalists
  • Participation activities on Yammer
  • Draft a pitch letter
Week 13
Lesson 13: Radio and TV
Readings:
  • Stein, S. (2011, April 27). Obama birth certificate released by White House. The Huffington Post. Retrieved from http://www.huffingtonpost.com/2011/04/27/obama-birth-certificate-r_n_854248.html
  • U.S. Consumer Product Safety Commission. (2011, July). Video news release guide. Retrieved from https://www.cpsc.gov/en/Business--Manufacturing/Recall-Guidance/Video-News-Release-Guide/
  • PHOTO RELEASE -- 21st century aircraft carrier Gerald R. Ford (CVN 78) takes first voyage [Press release]. (2013, Nov 19). NASDAQ OMX's News Release Distribution Channel Retrieved from http://search.proquest.com/docview/1459440933?accountid=13158
  • Nissenbaum, D. (2013, Nov 08). Navy set to christen USS Gerald R. Ford; new $13 billion aircraft carrier is part of nation's strategic shift toward Asia. Wall Street Journal (Online) Retrieved from http://search.proquest.com/docview/1449398071?accountid=13158
  • PR Newswire. (n.d.). Make your news interactive. Reinforce your corporate brand. Originally Retrieved from http://www.prnewswire.com/products-services/multimedia/richmedia-distribution/multimedia-news-releases.html [Relocated to http://www.multivu.com/multivu/products-services/multimedia-distribution.html]
  • University of Florida Health Communications. (n.d.). Animal Airwaves [Podcasts]. Retrieved from http://news.health.ufl.edu/animal-airwaves/
  • marketingsherpa (2004, April 16). Scripting tips for audio news releases. Retrieved from http://www.marketingsherpa.com/article/how-to/scripting-tips-audio-news-releases
  • News Generation. (n.d.). Audio news releases. Retrieved from http://www.newsgeneration.com/services/audio-news-releases/
  • Council on Arts and Humanities for Staten Island. (n.d.). How to write your radio PSA. Retrieved from http://www.keos.org/documents/How_to_write_a_radio_psa.pdf
  • National Athletic Trainers Association. (n.d.). Sample PSAs. Retrieved from http://www.nata.org/sites/default/files/NATM-PSAs.pdf
  • Beer Wars. (n.d.). Satellite media tour. [Video]. Retrieved from http://vimeo.com/9205496
  • Ad Council. (2014). Media tours. Retrieved from http://pr.adcouncil.org/services.asp?id=4
Assignments:
  • Participation activities on Yammer
  • Write a 60-second radio script
  • Open book AP Stylebook Quiz #6
Week 14
Lesson 14: Crisis Communications
Readings:
  • Baskin, J. S. (2013, January 10). Boeing has an airplane problem, not a PR problem. Forbes. Retrieved from http://www.forbes.com/sites/jonathansalembaskin/2013/01/10/boeing-has-an-airplane-problem-not-a-pr-problem/
  • Gutman, M., Newcomb, A., Ng, C. (2013, February 12). Carnival apologizes for stranded cruise ship. ABC News. Retrieved from http://abcnews.go.com/Travel/carnival-apologizes-stranded-cruise-ship/story?id=18472936
  • Nittle, N. K. (n.d.). Seven notorious racist college parties. Retrieved from http://racerelations.about.com/od/diversitymatters/tp/Seven-Notorious-Racist-College-Parties.htm
  • Schwartz, D. (2013, July 25). Anthony Weiner doesn’t have a PR problem. The PRNews Blog. Retrieved from http://www.prnewsonline.com/prnewsblog/index.php/2013/07/25/anthony-weiner-doesnt-have-a-pr-problem/
  • Rosenthal, P. (2013, July 3). Rosenthal: When PR overshadows the problem. Chicago Tribune. Retrieved from http://articles.chicagotribune.com/2013-07-03/business/ct-biz-0703-phil-20130703_1_pr-problem-paula-deen-chicago-bulls
  • Siddiqui, S. (2013, April 22). Boston bombings reveal media full of mistakes, false reports. The Huffington Post. Retrieved from http://www.huffingtonpost.com/2013/04/22/boston-bombings-media-mistakes_n_3135105.html
  • Fuchs, E. (2013, April 13). How the media ruined an innocent man’s life after the 1996 Olympic bombings. Business Insider. Retrieved from http://www.businessinsider.com/lessons-from-richard-jewell-2013-4
  • Foxnews.com (2013, April 22). Reese Witherspoon arrested for disorderly conduct when husband gets DUI. Retrieved from http://www.foxnews.com/entertainment/2013/04/22/reese-witherspoon-has-been-charged-with-disorderly-conduct-after-husband/
  • Spence, E. (2013, May 2). Fallout from the AP hack’s “priciest tweet in the world.” Forbes. Retrieved from http://www.forbes.com/sites/ewanspence/2013/05/02/fallout-from-the-ap-hacks-priciest-tweet-in-the-world/
  • Robertson, P. (2013, April 27). Shifting focus, federal agents arrest new suspect in ricin case. New York Times. Retrieved from http://www.nytimes.com/2013/04/28/us/mississippi-man-arrested-in-sending-of-letters-laced-with-ricin.html?_r=0
  • Wemple, E. (2013, April 30). Father of New York Post “Bag Man” seeks legal counsel. The Washington Post. Retrieved from http://www.washingtonpost.com/blogs/erik-wemple/wp/2013/04/30/father-of-new-york-post-bag-man-seeks-legal-counsel/
  • Rinsema, K. (2013, May 3). Using social media as a crisis management tool. Retrieved from http://holykaw.alltop.com/using-social-media-as-a-crisis-management-tool-infographic?goback=%2Egde_82242_member_238813812
  • Warthen, B. (2009, July 17). Joel Sawyer call it quits. Retrieved from http://www.bradwarthen.com/2009/07/joel-sawyers-had-enough/
  • Ambrose, S. G. (2012, December 13). Texas cancer agency’s public relations firm quits. Dallas News. Retrieved from http://watchdogblog.dallasnews.com/2012/12/texas-cancer-agencys-public-relations-firm-quits.html/
  • Cillizza, C. (2012, May 29). Cory Booker’s communications director resigns. The Washington Post. Retrieved from http://www.washingtonpost.com/blogs/the-fix/post/cory-bookers-communications-director-resigns/2012/05/29/gJQAHj96yU_blog.html
  • Holmes, P. (2011, September 1). Groupon’s PR director takes a principled stand. Retrieved from http://blog.holmesreport.com/index.php/pr-management/ethics/groupons-pr-director-takes-a-principled-stand/
Assignments:
  • Participation activities on Yammer
  • Write a crisis communications document
Week 15
Lesson 15: Measuring Impact and Media Monitoring
Readings:
  • Debono, R. (2013, May 23). 5 hot social media tools. Ragan. Retrieved from http://www.ragan.com/Main/Articles/5_hot_social_media_tools_46744.aspx#
  • Bercovitz, I. (2012, September 5). 20 free social media monitoring tools you should be using. Small Business Trends. Retrieved from http://smallbiztrends.com/2012/09/20-free-social-media-monitoring-tools.html
  • Dyer, P. (2013, May 23). 50 top tools for social media monitoring, analytics, and management. Social Media Today. Retrieved from http://socialmediatoday.com/pamdyer/1458746/50-top-tools-social-media-monitoring-analytics-and-management-2013
  • Trapasso, P. (2013, October 7). Social media monitoring tools. Social Media Today. Retrieved from http://www.socialmediatoday.com/content/social-media-monitoring-tools-infographic
  • Peyton, L. (2013, March 28). 5 social media monitoring tools to simplify your marketing. Social Media Examiner. Retrieved from http://www.socialmediaexaminer.com/5-social-media-monitoring-tools-to-simplify-your-marketing/
Assignments:
  • Set up alerts for Google and Yahoo
  • Calculate your Klout score
  • Participation activities on Yammer

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