Download IPR Mod Learning Guide CES

CERTIFICATE IN
EXECUTIVE SECRETARYSHIP
MODULE TEACHING GUIDE
FOR
INTRODUCTION TO
PUBLIC RELATIONS
Subject Code: CES113
Version 1 JANUARY 2008
Olympia College
1.
Raffles Secretarial Centre
INTRODUCTION
Introduction to Public Relations serves to introduce to students a basic understanding of what Public
Relations is all about. It is intended for secretarial students taking the Certificate in Executive Secretaryship
in their final semester.
2.
AIMS
The following is the intended aim of this module:
This module is designed to provide students with some basic understanding of Public Relations and its role
in an organization. This module helps the student to understand the importance of PR in creating goodwill
in her role as a secretary.
3.
LEARNING OUTCOMES
At the completion of this module, lecturers must ensure the students will be able to:
a) Understand the concept of Public Relations
b) Differentiate between PR and Advertising, Sales Promotion, Propaganda and Publicity.
c) Understand and establish procedures in planning PR campaign.
d) Formatted and compose Press Release and production in-house journals, newsletters and audio visual
aids sing power-point presentation.
e) Appreciate the inclement of PR – planning and organizing Press Events, Exhibition and Conferences.
f) Understand the major problem encountered in promoting PR in developing countries.
g) The ethics of PR
4.
AUDIENCE AND PRE-REQUISITES
This module does not require students to have any former understanding of the elements of Public
Relations. After graduating the students will be employed as secretaries or personal assistants to bosses in
the business sector where their knowledge of PR will help them to enhance goodwill between the
organizations they work for the public.
5.
OVERVIEW OF THE MODULE
This module will cover the following areas:





The definition on concept of PR and how it differs from Advertising, Sales Promotion,
propaganda and Publicity.
The procedures in planning PR program
Requirements for the Organizing and planning for exhibition and conferences
Press relations – how to achieve good press relations – writing Press Release and be familiar
with Press events
PR and the Law
6. INSTRUCTIONAL PLAN AND RESOURCES
The base source of material is the learning schedule is focused in the standard text book – Public
Relations- Strategies and Tactics (8th edition) By Dennis L. Wilcox & Glen T Cameron (2003) – Pearson
Education Inc.
Reference Texts:
Public Relations (5th Edition) by Frank Jefkins (1999) – Pitman Publishing
All about PR by Haywood Pages (1987) – McGraw Hill
This is PR (4th edition) by Doug Newson et al (1989) – Wadswroth
Perfect PR by Ian Martlaud (1999)- Thomson Press
Introduction to Public Relations
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Raffles Secretarial Centre
Class Learning Schedule
Week
Lecture
Tutorial / Activities
1.1 Understand what PR mean
1.2 To Define PR
1.3 To understand corporate identity
Chapter 1 – Public Relation
Activity – Discussion of question in Progress Test
1
Activity - Identify an organization with a
corporate identity and discuss the concept.
2
2.1PR Distinguished from Advertising, Sales
Promotion
2.2 To understand concept of advertising,
sales promotion, propaganda – publicity
2.3 To explain – their relationship to PR
Chapter 1
Activity – Discussion of question in Progress Test
2
Activity - Identify various literature which shows
examples of 2.2
3
PR images – good and bad images
3.1 what makes a good PR practitioner
Chapter 2
Activity – Discussion on question – Progress test
2
Activity - Discuss recent good and bad PR
and/or images which have been highlighted in
the newspapers.
4
PR department and Consultancy
4.1 Need for an internal PR department
4.2 Responsibilities of the PR manager
4.3 PR departments a criteria
4.4 How PR Manager and Management can
corporate
Chapter 4
5
Planning PR programs
5.1 Reason for planning
5.2 The 6-point PR planning model
5.3 Various methods of market research
Chapter 6
Discussion on question
Progress Test 5
Activity - select 3 different companies and find
out the market research that they do
6
Organizing Exhibition
6.1 Use of PR for exhibition
6.2 Types of exhibition
6.3 Procedures and planning for exhibition
Chapter 16
Progress Test / Question
Activity: Identify 2 different exhibitions that are
taking place in your town – and comment on its
suitability or give recommendations for
improvement.
7
Evaluation/ Feedback
7.1 Measuring of Evaluation
7.2 Forms of Feedback
7.3How feedback is obtained
Chapter 8
Progress test question 10
Activity: Design a quick feedback form to
determine if students are happy with your
cafeteria or a restaurant nearby.
8
Press Relations
8.1 Means of Press Relation
8.2 Press Release presentation style
8.3 7 point formula of writing press release
8.4 Kinds of press events
Chapter 14
Progress Test 9 questions
Activity: Prepare 2 press releases for events that
are about to take place in your company or
college.
9
The News Media
9.1 Essential of the press
9.2 Organization of purchasing houses
9.3 How news is gathered
9.4 How the press work
Chapter 14
Progress test 8 questions
The Audience in Public Relation
10.1 Meaning of “Publics”
10.2 examples of public
Chapter 12 / 15
Activity: Select a particular charity home or hotel
in your town and discuss their ‘public’.
1
10
Introduction to Public Relations
Introduction to Public Relations
Progress Test 3
Activity: Select 2 articles from the newspapers
and discuss how the news could have been
gathered.
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10.3 examples of public to a charity body, a
national tourist board, hotel etc
11
12
13
14
Audio and Audio Visuals and House Journals
11.1 consideration before making an AV
11.2 Uses of AV media
11.3 main forms of house journals
11.4 considerations when planning a new
house journals
Chapter 19
PR in Developing Countries
12.1 Meaning of International PR
12.2 Problems of promoting PR in developing
countries
12.3 Opportunities for PR
12.4 Media in 3rd World
Chapter 19
Export PR
13.1 Use of Export PR
13.2 Oversea Media
13.3 Problems of Translation
Chapter 19
PR and the Law
14.1 Role of ethic
14.2 IPR code of Professional Conduct
14.3 BAIE Code of Professional conduct
Chapter 12
Activity: Students to do some research on Ethics
and PR and present in class
Activity: Each group of students are to bring to
class a house journal and determine the types of
news that are published. Then the group is to
plan an in-house journal for Raffles Secretarial
Centre.
Activity: Ask students to suggest the various
means of promoting PR for the country for next
year.
Activity: Discussion and debate on what to do if
a company wishes to prepare a media for
overseas use. Choose a country.
7. ASSESSMENT REQUIREMENTS
7.1 AIM
The aim of the assessment is to identify formal practices and procedures for assessing and appraising the
performance of participants in order those judgments and decisions can be reached concerning:



The progression of participants through the programme.
How well participants have met the programme learning outcomes through the combination of the
individual module learning outcomes.
The provision of feedback information to participants concerning their performance and how they
adhered to the generic assessment criteria and the module-specific assessment criteria.
7.2 ASSESSMENT INSTRUMENTS:
Reference is to be made to the appendix for all assessment instruments.
Introduction to Public Relations
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LEARNING SUGGESTIONS AND GUIDELINES
WEEK 1
Over the week of lecture and tutorial, the focus will be to undertake the following:





To understand what PR means.
To define PR
To understand the early forms of communication
To understand corporate identity
To understand development of PR
Learning outcomes to be attained:

Understanding the role of PR and its impact
Readings and preparations to be undertaken:
Textbook:
Public Relations by Dennis L Wilcox & Glen T. Cameron
Public Relation by Frank Jefkins – 5th ed
Chapter(s)
1
1&2
Activities:
1.
2.
3.
4.
List the PR Associations found in Malaysian and Overseas.
Make a visit to a PR department or company and report your visit.
How did the stone-age people communicate to make oneself understood?
Discuss some of the corporate identity seen to be used by Malaysian companies.
Assign further readings and activities to students based on the main reference text or activities from the
module materials.
WEEK 2 & 3
Over the 2 weeks of lecture and tutorial, the focus will be to undertake the following:




To understand what advertising, sales promotion, propaganda and publicity is and its
differences from PR
To explain its relationship to PR
To understand the several kinds of images
To know the attributes of a good practitioner
Learning outcomes to be attained:


Be able to differentiate the differences between advertising, sales promotion, propaganda and
publicity
Be able to know the requirements of a good practitioner of PR
Readings and preparations to be undertaken:
Textbook:
Public Relations by Dennis L Wilcox & Glen T. Cameron
Public Relations by Frank Jefkins – 5th ed
Introduction to Public Relations
Chapter(s)
1
2
5
Olympia College
Raffles Secretarial Centre
Activities:
1
2
4.
5.
6.
How does sales promotion assist advertising and selling?
Give three reasons why PR is neither advertising nor a part of advertising.
Give some examples of good and bad publicity in organisations.
Explain what a government agency can achieve from propaganda?
Explain with examples the images projected by your faculty and your College. Are there any
differences and if so, shy?
Assign further readings and activities to students based on the main reference text or activities from the
module materials.
WEEK 4
Over the week of lecture and tutorial, the focus will be to undertake the following:






To understand the need for establishing a PR department
To understand how a consultancy functions
To establish the role and responsibilities of the PR Manager
To understand how the PR Manager and Management can cooperate
To know the activities of PR Department
To understand the advantages and disadvantages of a PR Manager and Department
Learning outcomes to be attained:

Understand the functions of a PR manager and the PR Department as a whole
Readings and preparations to be undertaken:
Textbook:
Public Relations by Dennis L Wilcox & Glen T. Cameron
Public Relations by Frank Jefkins – 5th Ed
Chapter(s)
4
3&4
Activities:
1.
2.
3.
4.
5.
6.
Discuss why the functions of a Marketing Manager differ from that of a PR Manager?
Discuss why companies appoint PR consultancies although they are costly to hire.
How do PR consultancies and consultants charge for their fees? What framework of costing do they
use?
Examine what the responsibilities of the PR Manager?
List the activities the PR manager of an insurance company might be engaged in.
Outline the advantages or disadvantages in having a PR manager as part of the staff force
Assign further readings and activities to students based on the main reference text or activities from the
module materials.
WEEK 5
Over the week of lecture and tutorial, the focus will be to undertake the following:



To understand the reasons for planning PR programmes
To understand the 6-point PR Planning Model
To understand the various methods of market research
Learning outcomes to be attained:

Be able to plan PR programmes successfully keeping in mind the
6-point plan

Have an understanding of the various methods of market research
Introduction to Public Relations
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Olympia College
Raffles Secretarial Centre
Readings and preparations to be undertaken:
Textbook:
Public Relations by Dennis L Wilcox & Glen T. Cameron
Public Relations by Frank Jefkins – 5th Ed
Chapter(s)
6
5
Activities:
1.
2.
3.
4.
5.
6.
7.
8.
Discuss why should a PR programme be planned for a stated period instead of PR being
conducted on a day-today basis?
Explain why is the understanding of PR so important?
State 4 different reasons for planning PR programmes.
Explain with examples how the 4 negative attitudes be converted in the PR transfer process?
What is an opinion poll? Discuss when this is used.
What are the major PR objectives when planning a PR program?
What is market research? State 5 methods which can be used in market research explain why
they must be used.
Explain what the differences between the following research techniques: desk, library, field,
continuous, ad hoc.
Assign further readings and activities to students based on the main reference text or activities from the
module materials.
WEEK 6
Over the week of lecture and tutorial, the focus will be to undertake the following:




To understand the use of PR for exhibitions
To know the various kinds of exhibitions
To understand the nature of conferences and exhibitions
To learn the procedures of planning for exhibitions
Learning outcomes to be attained:



Understanding the use of PR for exhibitions and the various kinds of exhibitions
To understand how to organize the conferences and exhibitions
To understand the procedures of planning exhibitions
Readings and preparations to be undertaken:
Textbook:
Public Relations by Dennis L Wilcox & Glen T. Cameron
Public Relations by Frank Jefkins – 5th Ed
Chapter(s)
16
15
Activities:
1
2
3.
4
5
6
7.
8.
9.
Outline the various types of exhibitions held throughout the world.
Why are conferences held in conjunction with exhibitions?
Explain what are the benefits and drawbacks of having an exhibition.
What events are normally held in conjunction with Mega Sale? How to they influence customers?
When is the Malaysia Shopping Carnival held every year?
In what ways can conferences be associated with an exhibition and be of PR value?
Explain 5 different kinds of exhibitions that you are aware of.
What is the difference between public and trade exhibitions?
What are the special characteristics of exhibitions?
Introduction to Public Relations
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Assign further readings and activities to students based on the main reference text or activities from the
module materials.
WEEK 7
Over the week of lecture and tutorial, the focus will be to undertake the following:




To understand the meaning of Evaluation
To understand the need to evaluate
To know the 3 levels of measurement used of yardstick
To know the forms of feedback and how feedback is obtained
Learning outcomes to be attained:



To understand the meaning of Evaluation and the importance for the need to evaluate
To know the 3 levels of measurement used of yardstick
To understand the forms of feedback and be able to suggest how feedback is obtained
Readings and preparations to be undertaken:
Textbook:
Public Relations by Dennis L Wilcox & Glen T. Cameron
Chapter(s)
8
Public Relations by Frank Jefkins – 5th Ed
12
Activities:
1.
2.
3.
4.
5.
6.
What results indicates the success of a PR program at the advanced level?
Name some common forms of feedback. What happens after getting feedback?
What is meant by a ‘readership survey’ and when would you use this?
What is a Reader’s letter? Who writes it and who receives it?
How can competition be used as a means of measuring success?
Discuss the meaning of ‘measuring success’ and state how success is measured?
Assign further readings and activities to students based on the main reference text or activities from the
module materials.
WEEK 8
Over the week of lecture and tutorial, the focus will be to undertake the following:







To understand the meaning of press relations
To understand how to achieve good press relations
To decipher what is newsworthiness
To understand good presentation styles of a news release
To understand the 7-point formula of writing press release
To understand the three kinds of press events
To be able to plan a press event
Learning outcomes to be attained:



To understand the purpose of press relations and how to achieve good press relations
To be able to write a news release using the 7-point formula
Understanding the three kinds of press events and know how to plan a press event
Readings and preparations to be undertaken:
Textbook:
Introduction to Public Relations
8
Olympia College
Public Relations by Dennis L Wilcox & Glen T. Cameron
Public Relations by Frank Jefkins – 5th Ed
Raffles Secretarial Centre
Chapter(s)
14
9
Activities:
1. State the areas the PR practitioner need to know about the press in order to achieve a good
working relationship?
2. What is news and newsworthiness?
3. There are 6 kinds of news release. What are they and on what occasions would you use each
one?
4. What is a cliché? Give some examples of cliché s which often spoil news releases?
5. What is an embargo and when should it be used when sending news to the media?
6. What factors contribute to a good presentation of a news release?
.
Assign further readings and activities to students based on the main reference text or activities from the
module materials.
WEEK 9
Over the week of lecture and tutorial, the focus will be to undertake the following:





To understand the essentials of the press
To understand the organisation of publishing houses
To understand how the press works
To understand how news is gathered
To understand how radio and television works and their differences
Learning outcomes to be attained:



To understand the essentials of the press and various publishing houses
To understand how the press works and how news is gathered
To understand how radio and television works and their differences
Readings and preparations to be undertaken:
Textbook:
Public Relations by Dennis L Wilcox & Glen T. Cameron
Public Relations by Frank Jefkins – 5th Ed
Chapter(s)
14
8
Activities:
1
2
3.
4
5
6
7.
8
What makes the study of media an essential part of a PR practitioner?
What are the four sides of publishing?
How does an editor of the newspaper or magazine gets its articles?
Explain how reporters, stringers and special correspondents differ from one another.
Do you agree that radio is a significant medium in Malaysia? If so, why?
Why is TV more time-consuming and expensive than radio?
What do you consider to be the main differences between radio and
television?
What is ASTRO and how does it concern a PR practitioner?
WEEK 10
Over the week of lecture and tutorial, the focus will be to undertake the following:

To understand what ‘publics’ refer to

To have a clear understanding of the examples of publics

To identify the practical examples of publics to a charity body, a national tourist board, a food
manufacturer
Learning outcomes to be attained:
Introduction to Public Relations
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Olympia College


Raffles Secretarial Centre
To understand what ‘publics’ refer to and give examples of publics
To identify the practical examples of publics to a charity body, a national tourist board, a food
manufacturer
Readings and preparations to be undertaken:
Textbook:
Public Relations by Dennis L Wilcox & Glen T. Cameron
Public Relations by Frank Jefkins – 5th Ed
Chapter(s)
13
15
7
Activities:
1.
2.
3.
4.
5.
6.
How do PR publics differ from target audiences in advertising campaigns?
What are the reasons for defining publics?
What would happen if publics were not identified?
Explain the eight basic publics.
Give examples of ‘financial publics’.
State the publics of SPCA, the Tourism Malaysia Board., a Food Manufacturer eg Yeo Hiap Seng
Assign further readings and activities to students based on the main reference text or activities from the
module materials.
WEEK 11
Over the week of lecture and tutorial, the focus will be to undertake the following:






To understand the considerations before making an AV
To have knowledge of the different types of AV media
To understand the uses of AV media
To understand the main forms of house journals
To understand the considerations when planning a new house journal
To create a newsletter for your club
Learning outcomes to be attained:





To be able to decide on the different types of AV media
and what to consider before making an AV
Be able to recommend the uses of using AV media
To be able to describe the main forms of house journals
To understand the considerations when planning a new house journal
To be able to create a newsletter for your club
Readings and preparations to be undertaken:
Textbook:
Public Relations by Dennis L Wilcox & Glen T. Cameron
Public Relations by Frank Jefkins – 5th Ed
Chapter(s)
19
10
Activities:
1
What are the four decisions you must make before making an AV?
2
What are the types of house journals?
3
Explain 5 reasons why AVs can be used.
4
What are the special requirements of films and videos for showing to unsophisticated rural
communities in developing countries?
5
How can seminars and conferences serve as PR media?
Introduction to Public Relations
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Olympia College
6
7
8
Raffles Secretarial Centre
What is desk-top publishing and what would you use this for?
What is an electronic newspaper and give examples that you know
about?
What considerations are necessary when planning a new house journal
Assign further readings and activities to students based on the main reference text or activities from the
module materials.
WEEK 12
Over the week of lecture and tutorial, the focus will be to undertake the following:




To understand what is international PR
To understand the problems of promoting PR in developing countries
To understand the opportunities for PR
To understand media in the 3rd World countries
Learning outcomes to be attained:




To understand what is international
To understand the problems of promoting PR in developing countries
To be able to recommend the opportunities for PR
To be able to identify the various media used in the 3rd World countries
Readings and preparations to be undertaken:
Textbook:
Public Relations by Dennis L Wilcox & Glen T. Cameron
Chapter(s)
19
Public Relations by Frank Jefkins
19
21
Activities:
1
2
3
4
5
6
7
8
9
What kind of PR media can be created for the 3rd World?
Why is it difficult for an independent 3rd World country to establish an image internationally?
What is a documentary video?
In your own words what do you understand by International PR.
Explain why circulation of newspaper in the 3rd World is little.
How can communication problems be solved with a multi-ethnic society?
Discuss the suggestions for PR of products and services in Myanmar or Vietnam or China?
What is perception of your neighboring countries on radio, television, cinema and video?
Define the benefits of an overseas market?
WEEK 13
Over the week of lecture and tutorial, the focus will be to undertake the following:



To understand the use of export PR
To understand overseas media
To understand the problem of translation
Learning outcomes to be attained:

To understand the use of export PR and how this is achieved

To understand the types of overseas media that could be used

To be able to over the problem of translation
Readings and preparations to be undertaken:
Textbook:
Introduction to Public Relations
11
Olympia College
Raffles Secretarial Centre
Public Relations by Dennis L Wilcox & Glen T. Cameron
Public Relations by Frank Jefkins – 5th Ed
Chapter(s)
19
19
Activities:
1.
2.
3.
4.
5.
6.
7.
8.
9.
What can overseas PR achieve for an international marketer?
What kind of PR media can be created?
What is the first rule of international marketing which can be applied to export PR?
What commercial PR services are available to the exporter?
What directories exist from which overseas media mailing lists can be compiled?
What is export PR? Define with examples.
How can communication problems be solved with overseas markets?
Define the benefits of an overseas market?
How can reliable translations be prepared?
Assign further readings and activities to students based on the main reference text or activities from the
module materials.
WEEK 14
Over the week of lecture and tutorial, the focus will be to undertake the following:



To understand the role of ethics
To understanding the IPR Code of Professional conduct
To understand the BAIE Code of Professional conduct
Learning outcomes to be attained:



To understand the role of ethics and its need in PR
To understanding the IPR Code of Professional conduct
To understand the BAIE Code of Professional conduct
Readings and preparations to be undertaken:
Textbook:
Public Relations by Dennis L Wilcox & Glen T. Cameron
Public Relations by Frank Jefkins – 5th Ed
Chapter(s)
12
13
Activities:
1
2
3
4
5
6
7
Explain the clause that deals with confidentiality of information.
Explain what ‘breach of code’ means and when this term is used.
What does the word ‘integrity’ mean in the context of the Code?
“Ethics is good economics”. Discuss this statement.
Why are value codes necessary in PR?
Why do the ethics of public relations apply particularly to the behaviour of the PR practitioner?
What is the procedure for reporting breaches of the IPR Code of Professional Conduct?
Assign further readings and activities to students based on the main reference text or activities from the
module materials.
WEEK 15
FINAL EXAMINATION
Introduction to Public Relations
12