Top Dog Communication

Handbook
Academic Year 2019-2020

Teaching service to the client, to the firm, and to the self.

2011 & 2013 PRSSA Teahan National Award for

“OUTSTANDING FIRM”
 Table of Contents

Welcome letter----------------------------------------------------------------- 3
Organizational chart----------------------------------------------------------- 4
Suggested coursework for PR------------------------------------------------ 5
Top Dog mission statement and code of conduct------------------------- 6
PRSSA Member Code of Ethics Pledge------------------------------------ 7
Working in groups ------------------------------------------------------------ 8
Working with clients---------------------------------------------------------- 10
Incentives----------------------------------------------------------------------- 12
Strategic Look requirements------------------------------------------------ 13
Becoming an account executive--------------------------------------------- 16
 University of Indianapolis
1400 East Hanna Ave.
Indianapolis, IN 46227

Welcome to Top Dog Communication!

For the next semester, you are officially a member of the public relations team at Top Dog
Communication. TDC is one of only 29 student run firms in the nation that is affiliated with the
Public Relations Student Society of America (PRSSA). We gained this affiliation due to our
professional standards and our excellent client work. Maintaining this affiliation is of the utmost
importance to the reputation of our program and our firm—setting both apart from others in the
nation—and making your experience here even more valuable.

Very soon, you will be placed with an account executive and a team with which you will be
working until the end of this semester. You and your team will be part of our PR agency and
your client will be a local not-for-profit organization. Utilizing service learning, this experience
will enhance your education as well as allow you to lend your talents to nonprofits that may
otherwise go without such services. You are not only earning credit and experience—you are
engaging in civic responsibility.

In this Handbook, you will find several tools and tips that you will need for this upcoming
semester. As the semester progresses, you may learn how to construct a press release, create an
event for your client, make brochures, leverage social media or even conceptualize or produce an
audio or visual promotional spot. Each item that you create will be working toward an overall
objective that your team and your client construct. Although you will complete some items
individually, your account executive will always be available as questions arise.

At the end of the semester your team will give a presentation to the class explaining everything
that you have accomplished. You can plan on walking away from this class with a better
understanding of how public relations works and the skills necessary to be successful in the field.
The first-hand experience will prove invaluable not only when creating a resume and building a
portfolio, but engaging in your career.

We are happy to have you join our team!

 Suggested Coursework for Public Relations

Below is a list of some classes (or types of classes) that you may want to strongly consider if you
plan to pursue a career in public relations. Although our program is strong and comprehensive,
there are other aspects of the profession (both functional and knowledge-based) that would be
enhanced with classes such as these. These classes can provide depth in the given subject-area
that we cannot possibly cover within the scope of our public relations classes.

• A class on writing for the web—a course such as this is offered every other year in the
English Department here at UIndy.
• A class covering Basic Desktop Publishing and/or CS5 or higher—again, a course such
as this is offered every other year in the English Department here at UIndy. You should
take this in addition to Publication Design. Classes in the Art Department are also
recommended if you can gain permission to take them.
• A class on writing for social media— again, a course such as this is offered every other
year in the English Department here at UIndy. The one here also covers writing for
nonprofits as well.
• A class covering video and video editing—a course such as this can be found in the
Department of Communication here at UIndy.
• Psychology—there are many offerings here at UIndy.
• Sociology—there are many offerings here at UIndy.
• Any course that covers aspects of marketing, writing or journalism, business practices,
and public speaking skills will also foster your success in your future career.
• Other applied courses in the department of communication.
• If you want to work in a special area of PR (for instance, you wish to work at a museum),
you need to take courses that will introduce you to that area as well. A person such as this
may consider classes in anthropology, forensics, etc.
• Courses in Digital Media Studies

Minors to consider (in no particular order):

• graphic design
• professional writing
• marketing
• business administration
• psychology
• sociology
• a minor in the area in which you hope to practice PR
• digital media studies
 Mission Statement and Code of Conduct

Mission Statement

Top Dog Communication strives to provide valuable services for not-for-profit organizations in
the Indianapolis area and beyond, and build specialized skills and real-life experiences for the
students enrolled. Top Dog Communication also works to uphold the ethical values put forth by
the Public Relations Student Society of America as stated in the PRSSA Constitution in order to
better serve clients.

Code of Conduct

Top Dog Communication strives to provide valuable services for not-for-profit organizations in
the Indianapolis area and beyond, and to build specialized skills and help foster real-life
experiences for the students enrolled. Top Dog Communication also works to uphold the ethical
values put forth by the Public Relations Student Society of America as stated in the PRSSA
Constitution in order to better serve clients.

• TDC members must act professionally while representing their client and the university.
This includes maintaining client and firm trust.
• TDC members must act with integrity, courage, and character at all times.
• TDC members must refrain from speaking negatively about group members, peers,
clients, and management.
• TDC members should interact positively with other group members, peers, clients, and
management.
• TDC members must strive to actively communicate with one another.
• TDC members must refrain from using foul language while representing our client or the
university.
• TDC members must put efforts towards producing original and energetic ideas for the
client.
• TDC members must agree to complete assignments on time and to the best of their
ability.
• TDC members must be punctual for class, group, and client meetings.
 PRSSA Member Code of Ethics Pledge

Full Code can be found at:

http://www.prsa.org/AboutPRSA/Ethics/CodeEnglish#.UhzPOj-uDSg

I Pledge:

To conduct myself professionally, with truth, accuracy, fairness and responsibility to the public,
fellow members and to the Society; to improve my individual competence and advance the
knowledge and proficiency of the field of public relations; and to adhere to the articles of the
Member Code of Ethics/Conduct by the PRSSA National Committee.

I understand and accept that there are consequences for member misconduct, up to and including
membership revocation.

I understand that members in violation of the PRSSA Code of Ethics/Conduct may be further
barred from PRSA Membership.
 Working in Groups
Working with a group presents both advantages and disadvantages. Although the workload is much less
intense than it would be if completing these tasks individually, your group members are counting on you
to complete each and every task to the best of your ability and on time.

Meetings outside of class:

To ensure that everyone stays on task, each group will be required to meet at least once a week outside of
class (unless otherwise notified).

Client meetings are crucial, therefore mandatory (unless otherwise stipulated by your account executive).
You can expect around three client meetings that will be scheduled throughout the semester as needed.
These meetings are not to be scheduled during class time, unless otherwise noted. Please dress
appropriately for these! For the first meeting, attire should be business professional. For meetings
thereafter, your group should dress as appropriate as determined by the respective client situation. A
minimum of business casual attire is required. If dress code is a problem please let your account executive
know.

If you cannot make it to a meeting it is your responsibility to let your account executive know! Remember
the absence policy for this class! You should ONLY miss a meeting in an extreme circumstance.

Extra help:

If you need additional help on tactics or in preparation for quizzes, contact your account executive, the
respective expert(s) or the firm director. Your account executive will be available in the TDC office for
four hours per week. His or her hours will be posted on the door of the office, and he or she will let you
know the first day you are put in your group what those hours are. If you cannot meet during those times,
talk with your account executive to schedule a different time or arrange a meeting with the appropriate
expert, following meeting request guidelines. You can schedule a meeting with the firm director or
Rebecca at anytime.

Other things to keep in mind:

Group work counts greatly toward your grade. Throughout the semester you will be evaluated by your
fellow group members on the amount of effort that you have been putting into the class. Incomplete or
incorrectly completed tactics and meeting absences will result in lowered evaluations. Although you may
think the group will not notice these things – they will. These evaluations weigh into your final grade.
Communication is a necessity in public relations. With that being said, it is expected that you check your
e-mail at least once per day. A response e-mail is mandatory. A simple “received” may suffice. This
will help your account executive to make sure that everyone is staying on task. Your manager may require
more email contact at his or her discretion. If so, adhere to his or her requirements.

You will also need to be staying in touch with other group members. Staff who have been in Applied PR
before can prove extremely helpful, as can experts--especially when your account executive is
unavailable. Also, some of you will be working together on tactics.

If an issue arises with another group member that you cannot resolve individually, let your account
executive (first) or the firm director (second, only if needed) know so that appropriate steps can be made
to help resolve the situation.

________________________________________________________________________
 Working with Clients
Meetings
-Account executive confirms meeting place and time at least 1-3 days prior and asks client to confirm
-in the confirmation email make sure to include the meeting agenda
-be on time
-adhere to the dress within code as stated earlier. To restate, for the first meeting, attire should be business
professional. Subsequent meetings should be business casual at minimum depending on the respective
situation.
-decide prior who will lead the meeting
-introductions at first meeting, recap names at subsequent meetings
-take a “member sheet” to the first meeting with all members’ pictures, names, etc. for the client to keep and to
better introduce yourselves
-go in with an agenda (typed out and organized) and stick to it
-prepare a question sheet prior to the meeting with spaces for answers to be written
-if you are already seated when a client or other representative enters the room, STAND, shake hands, and
introduce yourselves. If the meeting is well underway when someone joins, use good judgment for what is
appropriate.
-after the meeting, follow up with a memo to the client and ask for confirmation/agreement about your recap of
the happenings of the meeting.
-keep the flow of the meeting moving. Not everyone should be writing at all times. While some members are
writing, others can continue to ask questions.
-PAY ATTENTION! And make eye contact, give good non-verbal signals, etc.

Fact finding
First meeting
-ask client to bring any materials that will help educate you on the organization
-all names and contacts of those that you may need (and the BEST WAY to contact them)
-what kind of computer programs do they have? Can they revise and use brochures made in CS5, etc.? It is
USELESS to make your client materials that they can’t use after our time with them.
-mission statement of organization, as this should guide everything you do!
-any verbiage that they use and prefer in materials
-history of organization
-things done prior so you don’t duplicate efforts or so that you may improve upon what is existing
-determine the objective of organization in regards to your work, YOU WILL WORK ON ONLY ONE
OBJECTIVE! Your objective must be measurable with a timeline. Account executives can take time to
finalize the objective after having the meeting.
-have the client and all group members sign the pro-bono agreement sheet
All subsequent meetings
-things to pursue/change about how the project is proceeding

Each week
-account executives should send a weekly update on the progress of the project to clients. This should be done
every Friday and should include new ideas and approved tactics needing reviewed. Copy Rebecca and the firm
director on these emails.
 Incentives
Top Dog of the Month

As a member of Top Dog Communication, you may have the chance to earn the Top Dog of the
Month award. Any non-executive may be nominated. The online application, stating more
information, is due by the 15th of the given month.
The Top Dog of the Month will be chosen by Rebecca, the firm director and the account
executives, based on contributions, work ethic and attitude. Each Top Dog of the Month will win
a certificate, recognition, and 3 bonus points for the course. Once you have won the award
during the semester, you cannot win it again for that respective semester.

All students will receive a t-shirt each year in TDC.

 Strategic Look Requirements
Strategic Look
-Below are the requirements for the portfolios. All sections should be labeled and divided. Please
RED TAB (a sticky tab is fine) within each section any new material or revisions from the last
review. Do not do this (tab the material) for the first Strategic Look check. Each bolded item
below should be a section within the portfolio. There will be one portfolio required per group.
Note: Nothing should be given to the client until Rebecca has seen and approved it.

Introductory Materials
-a summary, typically 2 pages (in FINAL form), of your entire project (this is to be added by the
second strategic look and revised every time thereafter)
-2 copies of final client CD with all items organized for future use (added the last time ONLY)
and all docs saved as PDFs and also in an editable format as determined by the client’s needs.
One goes to the client at the final meeting & one stays in the binder.
-A copy of a handwritten thank you note sent to the client noting the opportunity of working with
them (to be added at the final remission)
-there should be one objective that is measurable with a timeline; on the same page, include your
organization’s pre-existing mission statement
-a master client timeline that stipulates due dates and/or times of note for organization if any
-your group goals and individual goals on one typed page

Meetings
-staple in order for each meeting so Rebecca can take the entire packet out and review….meeting
recap sheet, meeting confirmation and client response (to be sent before meeting), meeting
agenda, question sheet with answers noted in spaces provided (one master sheet needs to be
provided compiling all answers), memo to client (sent after meeting) summarizing meeting with
client response (affirming that you are in-sync), delegated checklist to team members with due
dates.

Research
-exhaust all primary and secondary research methods and show your findings on a CD or thumb
drive. Note, this will be added to throughout. Added information can include tactical or client
research.

Analysis
-state here what your strategy will be and who your publics are—including segmentation for
each; support your choices
-conduct a SWOT analysis of your organization to help direct decisions
-discuss and report on different theories that may be used based on research

Communication
-page one in the section should be an Excel spreadsheet listing the tactics chosen, and the use
and/or substitutions. Please use the numbering on the sheet and tab the communication tools
accordingly. Every time something is new or revised, red tag the item. Please keep all
EDITED ITEMS in the portfolio with my edits along with your REVISED VERSION on
top. This should all be in one paperclip or clear protector. This will allow progression to be
visual and ensure that edits are indeed done in a timelier manner.
-all groups are expected to have multiple tactics going toward their respective objective each and
every portfolio check. By the end of the semester, you need to have all of the following OR
reasonable substitutions:
1 promotional video or interactive CD
4 brochures (2 can be for the same use, but could give client style choice)
6 press releases directed to specific individuals (all 6 must be different, not just edited); include
explanation of where they were sent and coverage, if any
1 blog plan
1 promotional event with group members doing all work involved
1 newsletter template
1 radio spot
1 promotional item
1 business card/letterhead template
1 social media strategy with timeline

If any tactic requires “re-creation” include instructions on how to do so. For instance, if you
create a media kit, explain how to replicate the kit (even give materials and prices, etc.). In some
instances, you will be replicating and distributing these yourselves, but clients may still need
direction for future use. You need to ensure that the client knows how to recreate after your
departure.

*****This stipulation ensures variety, but not content. You will have several other tactics in
addition to the ones listed above. In certain cases, Rebecca will allow substitutions. Approval
is needed before any reasonable substitutions are made. DO NOT DO ANYTHING ON THE
LIST TO “MEET REQUIREMENTS ONLY”…YOUR CLIENTS’ NEEDS ARE
IMPERATIVE. If the objective or need is not conducive to a tactic, ask to substitute (and show
this substitution on the spreadsheet)!

Evaluation
-evaluate your objective; assess if you met your objective
-address what you could have done better

Individual logs recording tasks and time spent

-add group member tactic sheet before the individual logs including all tactics worked on to
this point and noting who has done what
-please use the template electronically provided by your account executive for the individual logs
-remember to red tab where new entries begin
 Becoming an Account Executive
The first step in becoming an account executive for Top Dog Communication is doing well in the
class. Show your manager and Rebecca that you can stay organized and complete tasks on time,
have a positive attitude, and help your group members when needed.

Each spring, applications are taken for new and returning account executives for the following
school year. Applications can be electronically sent upon request.

Your application will be reviewed by multiple individuals on the Communication Advisory

Board. You will have an interview with these same individuals. Sample interview questions can
be found in your application packet.

If you are interested in becoming an account executive, you should speak with an account
executive or Rebecca. The perks of being an account executive include:

*Experience in public relations management

*Leadership experience
*Monetary compensation
*An office area
*Resume building
*Use of a Top Dog Communication laptop for the semester

According to PRSSA, the positions of firm director and account executives come with specific
responsibilities.

Firm Director must:

* Conduct leadership and general firm meetings

* Maintain files of all activities
* Oversee and approve client recruitment
* Evaluate and motivate firm members
* Maintain contact with clients and account executives to ensure satisfactory
progress.
* Offer commitment and professionalism to the firm and its activities.

Account Executives must:

* Develop goals and objectives with his/her account members

* Obtain client permission to implement tactics
* Motivate account members with phone calls and email reminders
* Maintain regular communication with client
* Complete a detailed weekly activities report
* Maintain a continuous and complete file of activities and completed projects