Policies & Procedures Manual

Spring 2011

Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

About
As we all know, first impressions are everything – that is why we strive to produce top quality material for each of our clients. At ImPRessions, we take pride in hard work, learning and taking on challenges with an open mind. We encourage each student to have a hands-on experience working with a real client, with the ultimate goal of having a portfolio of work at the end of each semester. Our goal is to provide the opportunity to learn from peers and apply knowledge from school and previous work experience to real world scenarios to better prepare members for the real world.

Our Mission Statement
Chapman ImPRessions provides professional student public relations services to local businesses and nonprofits at no charge, so that students may increase their knowledge of public relations, enhance their network to increase job opportunities, and engage in a hands on learning environment with their peers.

Our Vision
Chapman ImPRessions, as a partner of Chapman University‟s PRSSA chapter, will prepare students for jobs after their education. By applying knowledge attained in class, firm members will enhance their resumes and portfolios while gaining a valuable, unique experience planning and implementing public relations campaigns with real organizations. Once nationally affiliated, accounts will produce campaigns with PRSSA awards in mind. By gaining national recognition, Chapman and independent students will achieve praise for work well done.

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

Contents:
  Firm background/overview Operations o Roles and responsibilities o Communication policies o Conflict resolution Client relations o Our services o Managing contracts and campaigns o Evaluation FAQ‟s Appendix includes: o ImPRessions applications o Student expectations contract o Overview of firm positions o Executive board expectations o Promotion within the firm o Client criteria o Client application o Client memo of understanding o Social media strategy o Course syllabus o Personal assessment form o Assignments and projects o Evaluation forms

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

Background

Firm Operations
Firm Activities  Operate according to a course syllabus with deadlines, class meeting times and final projects to receive school credit  Officers should conduct regular meetings during class time with all staff  Account executives should meet weekly with account team members  Officers and account executives should meet at least once a week to discuss updates  Hold regularly scheduled client meetings or calls and distribute minutes  Provide opportunities to all firm members for professional development and networking  Complete all client services as promised and submit regular client reports  Allow clients to evaluate the firm annually  Maintain proper and organized records of all deadlines, projects and email communication

Proper Records Records are the most important management tool you possess and help future members. All projects are required to be archived in an electronic or print version.  While projects are in process, all updates will be made through the Google site and/or Blackboard.  Keep track of all project deadlines through the Google calendar feature. o Each account executive will update the calendar as necessary to reflect current projects and upcoming deadlines. o Firm members are expected to refer to the calendar and syllabus to meet deadlines.  Each firm member must complete a final portfolio of their work at the end of the semester. o All portfolios will be saved in an electronic version on the Dodge College internal storage drive. o A hard copy will be printed and stored with the firm advisor.  Each account executive will maintain a master binder with the final versions of all projects (including press releases, research, planning, evaluation forms, important correspondence with the client, etc.)

Roles and Responsibilities
Firm Director Firm director(s) manage, oversee and plan ImPRessions tasks. A director should have weekly correspondence with the faculty advisor/professor, executive board and account executives. In addition to 4

Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

providing assistance, director(s) should provide guidelines to ensure a successful campaign. Additionally, the firm director(s) should maintain contact with national affiliation contacts of PRSSA to renew documents such as annual reports and meet national affiliation requirements. Public Relations Director Internal and external public relations efforts should be managed by either one or two representatives. Internally, the public relations director will manage chapman.imPRessions@gmail.com account and social media accounts providing weekly minutes and firm updates. The public relations director will also coordinate mixers to promote team building and boost morale. Externally, the public relations director will maintain a presence on-campus to recruit new members and gain interest, reach out to new or potential clients, oversee documents cc‟d on the ImPRessions email account and continuously seek new opportunities for improvements. Examples of responsibilities include:  Create a publicity committee to promote the firm and motivate others to join  Develop fliers and letterhead for the firm  Maintain the chapter or firm newsletter  Disseminate news to campus newspapers about upcoming and successful client events  Assist firm directors to creatively recognize achievements of firm members  Research and implement volunteer events and donation opportunities for the firm  Report to the firm directors on a weekly basis with detailed updates of progress and future plans. Attend firm meetings as scheduled. Account Executives Account executives guide and oversee research, planning, implementation and evaluation of a public relations campaign for one client. An account executive should have a minimum of two firm members per account, and will meet on a weekly basis with all members of the team to manage team activities and delegate responsibilities. Account executives should meet with the director(s) on a weekly basis to provide updates, conference reports, important dates and deadlines and address any concerns or issues. Examples of responsibilities include:

PRSSA Liaison The PRSSA Liaison is required to attend all Chapman PRSSA meetings and communicate ImPRessions news or updates. The PRSSA Liaison will also share minutes from PRSSA meetings with the firm on a weekly basis to keep the two organizations connected.

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

Communication Procedures
Each firm member will be responsible for the following:  Responding to emails in a professional and timely manner  Actively checking and participating in the Google “Chapman ImPRessions” site and Blackboard group page (including but not limited to sharing documents, providing feedback and sharing useful resources as appropriate)  Setting up a Twitter account and actively using the #PRty conversation hashtag  Copying the Chapman.ImPRessions@gmail.com email address on any conversations with clients or media contacts  Archiving and updating personal records of any communications (phone conversations, email or social media interactions) with media and clients  Addressing any concerns or issues (with other firm members, account executives, or firm directors), with the firm directors or professor overseeing the course  Provide copies of important documents to the client (including but not limited to the memo of understanding, outline of our services, meeting notes and conference reports and final assignments)

Professionalism
As a student run firm, we need to match our professionalism with those of a professional firm. It is important to convey a responsible and positive message to our clients when meeting with them. Dress Code Always dress for success. Unless a dress code is specified by the client for a specific event, business casual is most appropriate when meeting with clients outside of designated class time. Business casual options for women include:  Dress pants with blouse or sweater  Skirted or pants suit  Dress with or without jacket  Business style walking shorts with a blouse or sweater.  Dress and skirt lengths should be no shorter than top of the knee cap. Business casual options for men include:  Dress trousers  Short or long-sleeved professional style shirts  Short or long-sleeved oxford-style  Polo, or golf-style shirts are options as well. Expectations We are here to aid our clients with their public relations needs and therefore we need to reach and exceed their expectations. Please keep the following in mind :  Any time you meet with a client it is important to introduce yourself. Even if you have previously met, it is still necessary to make an introduction. This establishes 6

Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

your name and creates a familiar face for the client. The introduction also allows the firm to establish better relations with our clients.  Always be professional and prompt.  Use appropriate language when speaking with the clients, eliminating “slang” and filler words.  During designated class time, as well as outside class time keep conversations about clients positive. We do not want to create a bad image for the client or the firm. When meeting with a client always be punctual.  Never show up at the exact designated meeting time or later than that time. Show up at least ten to fifteen minutes before a scheduled meeting. In order to create a positive and professional image as a firm we must uphold these guidelines to the best of our abilities.

Our Services
Chapman ImPRessions offers local businesses and non-profit organizations the opportunity to promote their products and services at no cost. The services include meeting with the clients to determine their needs and expectations, conducting primary and secondary research, planning and executing an integrated communications campaign, and evaluating the final campaign. In addition, each account team is responsible for presenting the final results to the client at the end of the semester, and providing the opportunity to solicit feedback. Research  Focus groups  Surveys  Online research  Interviews Planning  Goals and objectives  Target audience  Publicity (newsletters, brochures, flyers)  Special event promotion Writing  Feature stories  Social media (Twitter, blogs, Facebook, etc.)  News releases  Press kits o Biographies o Fact Sheets  Media pitching Evaluating  Final results presentation  Post-campaign feedback 7

Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

Managing Contracts and Campaigns
The “memo of understanding” is vital to managing working relationships between ImPRessions and the client. The memo of understanding aligns our expectations and abilities with those of the client and provides documentation of the conditions of our work. (See the sample in the appendix.) At the beginning of the semester, the account executive should outline the following prior to signing the memo of understanding with the client:  Client‟s list of anticipated projects including priorities and tentative schedule.  Conditions of accepting new projects not listed on original contract.  Times like finals and holiday breaks that will affect productivity of firm members.  Minimum amount of work or projects to deter inactive clients (when necessary).  Billing information and conditions, including out-of-pocket expenses.  Conditions for termination and canceled projects.  Conditions of keeping samples of printed or published work as portfolio samples.

Evaluation
An effective evaluation process measures the firm‟s performance and identifies areas of improvement. The evaluation should answer the firm‟s goals and provide insight for future firm members. Maintaining thorough, accurate records of evaluations is vital.  To maintain a student-run atmosphere, the director(s) and account executives will have input on the final grades of each firm member. Throughout the semester, the director(s) and account executives will evaluate each final assignment according to the evaluation forms provided in the appendix section of this document.  At the beginning of the semester, each firm member will set at least three personal goals for the class. Examples of personal goals include “improve writing skills by assisting with at least two press releases” or “enhance leadership skills by effectively managing the account.”  Throughout the semester, each firm member will keep a portfolio of all final projects for use as an evaluation and employment tool.  Clients should complete an evaluation at the end of each semester or project. This feedback will show how the firm could improve and can be used in recruiting future clients.  The Faculty Adviser or firm director should conduct a three-minute interview with each member yearly, though a firm may benefit from having account executives conduct more frequent reviews. This interview should not be extensive but should mimic a professional annual review, focusing on client benefits and results, rather than methods or tactics. Reports should accommodate the firm‟s needs. Consistency is vital to ensure the client is well served and all associates are participating.  Each account executive will schedule a “progress report” meeting to provide feedback to each firm member to  Each account will provide a final presentation at the end of each semester to the professor, director(s), and client, at a minimum. This presentation will provide an overview of the four phases of the PR campaign implemented. 8

Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

The following are reports a firm should maintain, and samples can be found at the end in the PRSSA student-run firm handbook:  Account Executive Sign-off and Weekly Activity Reports  General Membership Application, Team member Evaluation and Portfolio  Client Pitch Letter, Proposal and Contract  Client Final Report and Evaluation Questionnaire Your annual report should include a brief description of the year‟s projects and may include as an addendum copies of the firm‟s products. (The PRSSA National Annual Reports, on www.prsa.org, can be used as a sample.)

Conclusion
Recognition and Evaluation As the academic year comes to a close, recognize and evaluate the individuals who contributed to your firm‟s success. Hold a final meeting or social to review the firm‟s accomplishments. Spotlight each account or project and display some of the work. Give awards such as outstanding account coordinator, team or new member. Consider giving all participants a certificate. This motivates members and shows their contribution is valued. Apply for PRSSA National Outstanding Firm Teahan Award, which adds to your credentials and validates your firm‟s excellence to clients, potential employers and peers. Appreciation Thank the clients that provided you work opportunities and the advisers who helped the firm grow. Send letters of appreciation or consider having a client appreciation social. Maintain contact with clients over the summer months (summer conditions should be part of the contract). Clients need to know when vacations or finals will terminate or temporarily delay work on their projects. Include these dates and times in your firm-client contract.

Questions & Answers
What if an account group is struggling to communicate with its client?  Choose one point person, usually the account executive, to contact the client. If the client is difficult to reach, the account group may want to establish a specific method and time to correspond. How do firm members become familiar with the client?  Team members should research the client before the first meeting. Visit the company if appropriate, and if it is a nonprofit, volunteer to help. You may also consider inviting the client to a reception held by the firm. What should we do if our firm has too many or too few members?  If there are too many members, try to secure more clients or set higher participation criteria. If there are too few members, reduce your number of accounts/projects by not renewing contracts. 9

Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

What if our members lose interest in our student-run firm?  Try securing an exciting account that offers a more diverse experience. Remind students that they can expand their portfolio, gain leadership experience and earn awards. Obtain feedback through surveys and talk to your advisers. To avoid this problem in the first place, ensure that you are utilizing all members of your firm. Don‟t use the same people repeatedly while leaving others out. If you have a member that is particularly good at something, pair him or her with a less interested member for a project as a way to facilitate a relationship and encourage participation. How can we increase attendance at firm meetings?  Incorporate something fun, like a quiz or prizes, at all general meetings. Consider making this an on-going competition that will require members‟ attendance and participation. How can we increase membership?  Recruiting is usually easiest in the fall. Set up an information table at events or talk to communications professors about the firm. However, size does not indicate success; members in a small firm have more ownership and take on more projects. How do we raise awareness of the firm?  You must know how to market your firm before you can market clients. If awareness is a problem, take on fewer projects and spend more time on building the firm‟s name and image. Create a website or promotional materials. Combine your promotional efforts with those of your PRSSA Chapter. Speak to incoming freshmen, share information during related classes and place bookmarks in textbooks prior to the start of the semester in order to keep your firm at the top of students‟ minds.

Special thanks for contributions, insights and feedback for this manual:  PRSSA student-run firm resources (www.prssa.org)  Happy Valley Communications student-run PR firm  Professor Joan Gladstone, Chapman University  Professor Veston Rowe, Chapman University  Candice DeForest, Co-Director Chapman ImPRessions 2009-2011  Courtney Shepard, Co-Director Chapman ImPRessions 2009-2011  Lynette Greathouse, Chapman ImPRessions 2010-2011

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

Appendix
Table of contents:
o o o o o o o o o o o o o ImPRessions application Student expectations contract Overview of firm positions Executive board expectations Promotion within the firm Client criteria Memo of Understanding Conflict resolution Course syllabus Class schedule Personal assessment form Assignments and projects Evaluation forms

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

Chapman ImPRessions Spring 2011 Application
(Please attach a resume and/or cover letter.)

Thank you for your interest in Chapman‟s first student-run PR agency, Chapman ImPRessions. As we all know, first impressions are everything – that is why we strive to produce top quality material for each of our clients. At ImPRessions, we take pride in hard work, learning, and taking on challenges with an open mind. We want each student to have a hands on experience working with a real client, with the ultimate goal of having a portfolio of work at the end of each semester. Our goal is to provide you with the opportunity to learn from your peers and apply what you know from school and previous work experience to real world scenarios. Currently, the firm has three clients and is researching, planning, and implementing PR programs for each of them. For more information, visit our Facebook page (www.facebook.com/ChapmanImPRessions), follow us on Twitter @CUImPRessions, or check out our blog (blogger.com/chapmanimpressions.) Email us at Chapman.ImPRessions@gmail.com with any questions!

Name: ________________________________________ Year: Freshman Sophomore Junior Senior

GPA: _______________ Major/minor: ___________________________________ How did you hear about ImPRessions? ______________________________________________ Previous PR classes:

Previous work/internship experience (list employer and relevant responsibilities):

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

Why are you interested in ImPRessions?

In three words, what can you contribute to a public relations agency?

What are your top three strengths?

What do you love about public relations?

One of our current clients is a start-up online business. With a $50 budget, how would you suggest promoting the website launch? Please list what avenues you would pursue (social media, planning an event, handing out fliers, etc.) and how you would carry out the plan.

Please describe a recent time that you encountered an unexpected challenge and how you overcame it.

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

ImPRessions Student Expectations Contract

Below is student expectations contract. As a member of Chapman University’s student-run PR firm, it is required that you read and sign the contract.

As a firm, Chapman ImPRessions will provide professional services through an educational environment to our clients to benefit from our hard work and dedication to the work we do. Every member of Chapman ImPRessions is responsible for upholding a professional relationship with each client he/she works with. This includes promptness, respect for confidentiality agreements and reliability to complete assignments. Failing to act professionally could lead to re-evaluation of membership. Every member will report work done to the executive of their account on a weekly basis. Account directors will report their work done to firm directors. Although there are many positions in the firm with different levels of responsibility, every member has a valuable opinion. Chapman ImPRessions is an open space where members of any account are welcome to share ideas or input on any project, regardless of their position. Most importantly, this is a student-run firm. We are all learning and involved in Chapman ImPRessions to develop our skills and passion for PR. Don‟t worry about making mistakes – we are a team and here to support each other in the first steps of our future!

X _____________________________________________________ Date ____________

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Executive Board Positions – Director of PR o Create a publicity committee to promote firm and encourage others to join o Develop marketing collateral for the firm o Maintain firm newsletter o Disseminate news to campus newspapers o Assist president(s) to creatively recognize achievements for firm members o Research and implement volunteer events and donation opportunities for the firm Administrative Director o Ensure appropriate resources are available for account executives o Maintain file of activities  Develop system (electronic or paper) for storing documents o Archive all media impressions, documents, projects, and relevant material o Maintain database of time tracking o Research, design and implement fundraising activities Internal Communications Director o Records and posts the firm‟s meeting minutes o Assists accounts with client relations, “thank you” letters and firm social events o Record attendance at all meetings o Manage Chapman.ImPRessions@gmail.com o Manage internal communication on Chapman ImPRessions Google site o Work closely with Social Media director to develop communication strategies PRSSA Liaison o Attend PRSSA meetings (Tuesday 7pm) and communicate ImPRessions news. o Post meeting minutes and notes to Google site. Social Media Director o Manage three social media outlets:  Twitter (@CUImPRessions)  Facebook (www.facebook.com/chapmanimpressions)  Blog (http://chapmanimpressions.blogspot.com/) o Track and document social media statistics o Assist accounts with creating and implementing social media strategy o Keep firm members updated with latest social media trends

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Executive Board Expectations

As a part of the executive board, you are expected to complete the following: Weekly Activity Reports This report helps officers measure the successes and failures of their account projects. They also can tell officers if individual members are doing their jobs. To fill out the report accurately, an account executive may have their account members report on a weekly basis. Format can be informal -- bullet points are fine. Content should cover work achieved since the last report, planned initiatives for the upcoming week and any questions or comments. Included in the activity reports should be team assignments; who is doing what and what has been done. Conference Reports Account executives and members are expected to have weekly or biweekly contact with the client. Interviews should be documented in the format of a conference report. Conference reports should be completed and filed by the firm meeting directly following the client meeting. Updates During the weekly executive board meetings, every account will provide updates regarding their client and work being done. Please come to the meetings prepared to share that information. The weekly firm meetings will also provide time for these updates to be reiterated to the entire firm.

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Promotion Within the firm All firm members who are interested have the opportunity to have more responsibility and a larger role within the firm. The structure of the firm (as outlined in the organizational chart) is a depiction of how members can “advance” within the firm based on their individual interests. All firm members will hold their position for the duration of one semester, unless special circumstances arise and members need to be promoted to fill a position. At the end of the semester, if a student is interested in continuing work with the firm and would like to seek out a different position, they can follow the procedures listed below. 1. Any interested student can submit an application at the end of the semester for their position of interest (to begin the following semester.) The application will require a supplemental cover letter and resume. Any student may apply for any position. 2. After an application is submitted, the student will have an interview with the firm director(s) and professor overseeing the firm. This interview serves the purpose of identifying the student‟s interest in the position and any related prior experience. 3. Students will be notified of any offers within two weeks of the interview. 4. The new position will take effect immediately following the current semester.

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

Client Criteria To maximize the benefit to both the client and the firm members of ImPRessions, it is important that the following guidelines are considered when evaluating potential clients.      Organizations that are based locally, in Orange County, to provide ample opportunities for face-toface meeting time. Established organizations that are not start-up companies or businesses with the potential to shut down unexpectedly in the near future. Organizations with little or no history of crisis situations to provide a safe learning environment for all students involved with ImPRessions. Organizations willing to commit to learning alongside ImPRessions firm members and work together to set realistic and achievable goals. Organizations with an open communication policy who are willing to share and present new ideas, give feedback when necessary and provide clear guidance to increase the success of the campaign.

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

MEMO OF UNDERSTANDING Chapman ImPRessions (the agency), a student run-firm, and _________________ (the client) agreed to the following on ____________________(date, month, year): 1. The client appoints the agency as a public relations consultant, handling the client‟s marketing, public relations, social media, and other needs as specified on the Agency Services Offered document. 2. The agency will analyze the client‟s needs and will produce a public relations or publicity programs for client with the understanding that the client will approve all materials before their release. 3. As a student-run firm, the agency operates on a pro bono basis (no cost to the client). Firm members receive no compensation other than academic credit at Chapman University. 4. The client must pay all costs for the following: outside supplier costs, finished art, mechanical production, photography, printing, display materials, premiums, rights, event costs, talents and services purchased outside of the agency, outside production costs and all other components of a public relations program.

If the client chooses to cancel or reject the plans or schedules after they have been approved, it assumes liability for expenses or costs involved in the preparation of such plans or schedules which have prior client approval. Payment of any expenses is due to the agency on the date stated on the invoice. Should the invoice remain unpaid by the end of the month, following the expiration of thirty (30) days from the date of the invoice, a service charge of one and one-half percent (1.5%) per month shall be billed for each month the invoice remains unpaid. The client __________ will hold the agency, its subsidiaries and affiliates and the officers, directors, shareholders, employees, and agents thereof harmless from and indemnify and defend agency, its subsidiaries and affiliates from any liability or expense (including reasonable attorney fees) arising out of or in connection with any claim, suit or proceeding instituted by a third party (a) arising out of acts or omissions to act of employees, subcontractors, vendors or agents of ________, and (b) arising from any breach by the _________ of any of its representations, warranties or obligations contained in this agreement. _______ shall also indemnify agency, its subsidiaries and affiliates against all liability and loss in connection with, and shall assume full responsibility for payment of all taxes of any kind whenever incurred arising from the provision of services provided herein.

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_________ shall indemnify and hold harmless agency, its subsidiaries and affiliates against any and all losses, liabilities, judgments, awards, settlements, damages and costs (including legal fees and expenses) arising out of or related to any claim that the use or possession of the Works or any work product related to its services, documentation or other related materials, or the rights granted under this Agreement by agency, its subsidiaries or affiliates, infringes or violates the patent, copyright, trade secret. ________ shall also indemnify the agency, its subsidiaries and affiliates against all liability and loss in connection with and shall assume full responsibility for payment of all taxes of any kind arising out of _______ performance of the services under this Agreement either in the United States or any other country. The client agrees to thoroughly review all materials to confirm that such claims or representations are true, accurate and supportable by objective and reliable data in its possession, are not intentionally deceptive or misleading, comply with all applicable regulatory requirements and to confirm the accuracy of the descriptions and depictions of its products and services and/or any competitive products Evaluation The Client and the Agency shall complete a biannual (once per semester) evaluation of the work quality and parties involved. The first evaluation will take place no later than Dec. 31, 2010, and the final evaluation will be completed by May 20, 2011.

This agreement between agency and client will remain valid until _____ day of ____, 20__. At the end of the agreement, both parties will complete an evaluation process to determine if the agreement shall be renewed.

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Conflict Resolution Procedures
Conflict is an inevitable and necessary feature of an organization. POSITIVE FEATURES OF CONFLICT: Conflict helps establish our identity and independence. Conflicts, especially at earlier stages of your life, help you assert your personal identity as separate from the aspirations, beliefs and behaviors of those around you. Intensity of conflict demonstrates the closeness and importance of relationships. Intimate relationships require us to express opposing feelings such as love and anger. The coexistence of these emotions in a relationship create a sharpness when conflicts arise. While the intensity of emotions can threaten the relationship, if they are dealt with constructively, they also help us measure the depth and importance of the relationship. Conflict can build new relationships. At times, conflict brings together people who did not have a previous relationship. During the process of conflict and its resolution, these parties may find out that they have common interests and then work to maintain an ongoing relationship. Conflict can create coalitions. Similar to building relationships, sometimes adversaries come together to build coalitions to achieve common goals or fend off a common threat. During the conflict, previous antagonism is suppressed to work towards these greater goals. Conflict serves as a safety-valve mechanism which helps to sustain relationships. Relationships which repress disagreement or conflict grow rigid over time, making them brittle. Exchanges of conflict, at times through the assistance of a third-party, allows people to vent pent-up hostility and reduce tension in a relationship. Conflict helps parties assess each other’s power and can work to redistribute power in a system of conflict. Because there are few ways to truly measure the power of the other party, conflicts sometimes arise to allow parties to assess one another's strength. In cases where there is an imbalance of power, a party may seek ways to increase its internal power. This process can often change the nature of power within the conflict system. Conflict establishes and maintains group identities. Groups in conflict tend to create clearer boundaries which help members determine who is part of the “in-group” and who is part of the “out-group”. In this way, conflict can help individuals understand how they are part of a certain group and mobilize them to take action to defend the group‟s interests. Conflicts enhance group cohesion through issue and belief clarification. When a group is threatened, its members pull together in solidarity. As they clarify issues and beliefs, renegades and dissenters are weeded out of the group, creating a more sharply defined ideology on which all members agree.

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Conflict creates or modifies rules, norms, laws and institutions. It is through the raising of issues that rules, norms, laws and institutions are changed or created. Problems or frustrations left unexpressed result in the maintaining of the status quo. WHAT CAUSES CONFLICT? FIVE SOURCES OF CONFLICT 1. Data or information conflict, which involves lack of information and misinformation, as well as differing views on what data are relevant, the interpretation of that data and how the assessment is performed. 2. Relationship conflict, which results from strong emotions, stereotypes, miscommunication and repetitive negative behavior. It is this type of conflict which often provides fuel for disputes and can promote destructive conflict even when the conditions to resolve the other sources of conflict can be met. 3. Value conflict, which arises over ideological differences or differing standards on evaluation of ideas or behaviors. The actual or perceived differences in values do not necessarily lead to conflict. It is only when values are imposed on groups or groups are prevented from upholding their value systems that conflict arises. 4. Structural conflict, which is caused by unequal or unfair distributions of power and resources. Time constraints, destructive patterns of interaction and unfavorable geographical or environmental factors contribute to structural conflict. 5. Interest conflict, which involves actual or perceived competition over interests, such as resources, the way a dispute is to be resolved, or perceptions of trust and fairness.

THE CIRCLE OF CONFLICT

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METHODS OF CONFLICT RESOLUTION 1) Honest Communication & Active Listening To communicate clearly and cleanly a perception of and feelings about a problem without attacking, blaming or hurting the other person. To open a discussion without eliciting defensiveness from the other person. A dialogue between two parties discussing their individual point of views. 2) Active Listening Acknowledge that you are listening, through verbal and non-verbal cues. Listen at all four levels: 1. „The head‟: listening for facts and other forms of information. 2. listening for feelings. Conflict is often associated with strong feelings such as anger, fear, frustration, disappointment, etc. Strong feelings often block the way to rational discussions and therefore have to be identified and dealt with before proceeding to substantive matters. 3. „The stomach‟: listening for basic human needs. Identify what basic needs are driving the conflict and distinguish between needs and satisfiers. 4. feet‟: listening for intention or will. Identify in which direction the person/group is moving and how strong their commitment is. Let the speaker acknowledge whether or not you have reflected their communication and its intensity correctly. If it is not correct, ask questions to clarify and reflect a modified statement to the speaker. 3) Cooperative problem-solving An unassisted procedure which includes formal or informal discussions between individuals. With this process parties work jointly to determine the nature of their differences and look for creative alternatives which will allow them to meet their needs, desires or concerns. Parties using cooperative problem-solving do not need to have an especially strong relationship but they must acknowledge a need to collaborate with one another to resolve their differences. 4) Negotiation Designed for parties who have a need to create or maintain healthy relationships. In this type of process, parties discuss the issues which face them and express the interests, values and needs that they bring to the table. Instead of focusing on competitive measures and winning the negotiation, parties collaborate by looking to create solutions which maximize the meeting of their interests, values and needs. 5) Mediation Process through which a third party provides procedural assistance to help individuals or groups in conflict to resolve their differences. The mediator is usually an independent, impartial person who has no decision-making authority. Mediation is a voluntary process and its success is linked to the vesting of decision- making authority in the parties involved in the dispute. The mediator structures the process in a way which creates a safe environment for parties to discuss the conflict and find solutions which will meet their interests.

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

Syllabus Chapman University FTV 272/472 - Student Public Relations Firm Spring 2011

Contact Information Joan Gladstone, APR, Fellow PRSA Assistant Professor of Public Relations and Advertising Office: Marion Knott Studios, 344 O: (714) 744-7841 C: (949) 633-9900 E: jgladsto@chapman.edu Office Hours Tuesday Wednesday Thursday

3:45 to 5:00 p.m. 2:15 to 5:00 p.m. 3:45 to 5:00 p.m.

Course Description Prerequisites, FTV 231, FTV 372. An introduction to the experience of working in a public relations firm. Students will gain hands-on experience by researching, planning, implementing and evaluating a real public relations campaign. 1-3 credits Students will participate in one of the two following programs: 1. ImPRessions, Chapman's student run PR firm 2. PRSSA Bateman Case Study Competition Course Objectives  To challenge you to apply the knowledge you have learned in public relations and advertising courses to the development of a PR campaign for a real client.  To expand your knowledge of the critical components of public relations campaigns including research methodology, key publics identification, message development, planning, media relations and special events and evaluation  To enhance your team-building, creative design and presentation skills  To introduce you to how PR firms and departments operate in the real world, including staff roles and responsibilities, structure, services provided, fees, etc. to prepare you for a career in public relations or a related field. Course Requirements ImPRessions You and your account team will research, plan, execute and evaluate a public relations program for your client. You will conduct client, media and key publics research and use your findings to develop a written plan outline. Armed with your plan, you will implement your creative strategies and tactics. Finally, you

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

will evaluate the results of your program. The evaluation phase includes an in-class presentation to your client and client feedback. Finally, you will prepare a personal portfolio with samples showcasing your campaign. In addition, you will present a report on a PR trend in class.

Assignments and Points Assignments Client PR Program a) Research b) Planning c) Execution d) Evaluation SUBTOTAL Trend Report Individual Portfolio TOTAL Bateman Case Study Campaign You and your team members will research, plan, execute and evaluate a public relations campaign for the 2011 PRSSA Bateman Case Study Competition. The campaign project is a team project consisting of a written report – a written PR plan, campaign support materials, and an appendix of research materials – and an oral report in class. The following rubric follows the Bateman judges' scoring sheet (except the oral presentation) Assignments and Points Assignments Bateman Case Study Campaign a) Research b) Planning c) Execution d) Evaluation Campaign Effectiveness Campaign Creativity SUBTOTAL Oral Presentation TOTAL Grading Exceptional Grade A AB+ B Potential Points Potential Points

150 150 300 200 800 50 150 1,000

150 150 150 150 150 150 900 100 1,000 Points 960-1000 910 - 959 870 - 909 830 - 869

Very Good

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

Satisfactory Unsatisfactory Minimum Passing Failing

BC+ C CD+ D DF

800 - 829 770 - 790 740 - 769 700 - 729 670 - 699 640 - 669 600 - 639 Below 600

To achieve an exceptional or “A” grade, assignments must demonstrate critical thinking, creativity, persuasive reasoning, well-developed arguments, originality, thorough research (as appropriate), good writing, no typos and pride in authorship. To review your individual grades during the semester, check My Grades on Blackboard. Policies and Procedures Attendance You are expected attend every class. I will take attendance at each class. A student who misses more than 20% of class sessions will not pass. If you need to miss class due to an emergency, illness, religious reason or other reason, send me an email at least an hour before class. Late Assignments All projects are due by the class date listed on the schedule. I will not accept or grade late assignments with very limited exceptions (for example, a doctor’s note is required for illness.) If you are scheduled to present a trend report and will be absent due to illness, contact me at least an hour before class to reschedule your presentation. Email updates I regularly use the Blackboard Announcement page and send emails to provide updates on assignments, classes, when grades are posted, changes, etc. Please be sure to check your Chapman emails for important updates. Laptops/electronic devices Turn off and store laptops, cell phones, iPods and other electronic devices during class presentations. Public Relations and Advertising Learning Outcomes In mastering the curriculum of the B.A. in Public Relations and Advertising, students will: 1. Demonstrate effective written, oral and visual communication skills. 2. Define the strategic differences between and the varying tactics employed by public relations and advertising. 3. Recognize and analyze the economic, social, technological, political, persuasive and ethical factors that affect PR and advertising decision-making. 4. Create a comprehensive and effective public relations or advertising campaign through close faculty mentorship. Academic Integrity Policy

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

Chapman University is a community of scholars which emphasizes the mutual responsibility of all members to seek knowledge honestly and in good faith. Students are responsible for doing their own work, and academic dishonesty of any kind will not be tolerated anywhere in the university. The overview, "What is Plagiarism" is posted on the Assignments page of Blackboard. Students with Disabilities Policy In compliance with ADA guidelines, students who have any condition, either permanent or temporary, that might affect their ability to perform in this class are encouraged to inform the instructor at the beginning of the term. The University, through the Disability Services Office, will work with the appropriate faculty member who is asked to provide the accommodations for a student in determining what accommodations are suitable based on the documentation and the individual student needs. The granting of any accommodation will not be retroactive and cannot jeopardize the academic standards or integrity of the course. Syllabus Revisions I reserve the right to make further changes to the course/syllabus/calendar. I will give you advance notification regarding any changes.

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

Spring 2011 Schedule

WK

FTV 475

Student PR Firm - ImPRessions T/TH 2:30 - 3:45 p.m.
Class Topics Introductions Firm director, Account Executive roles Class overview Client presentations (Thursday) Form client teams Personal and Team Goals Assignment Review Social Activity Review Research Assignment Review Trend Report Assignment Review Primary research discussion Team Meetings Trend Reports Teamwork discussion Team meetings Trend Reports PR Plan Assignment Review Team meetings Trend Reports Team meetings Execution phase discussion Trend Reports Team meetings Trend Reports Team meetings Trend Reports Team meetings Trend Reports Team meetings Portfolio Assignment Review Team meetings SPRING BREAK Team meetings

Joan Gladstone, APR, Fellow PRSA Assistant Professor
Assignments Due: By midnight Thursdays

1

2/1 2/3

2

2/8 2/10 2/15 2/17 2/22 2/24 3/1 3/3 3/8 3/10 3/15 3/17 3/22 3/24 3/29 3/31 4/5 4/7 4/12 4/14 18-Apr 4/26 4/28

Personal and team goals due

3

Secondary Research due

4

5 6

Primary Research due

7

PR Plan due

8 9 10 11

13

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14

3-May 5/10/2010 17-May

Client presentations Performance evaluations Self-appraisal

Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions Client Presentation (PowerPoint, video, handout, etc.) Portfolio due (Tuesday)

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

ImPRessions Personal Assessment Questionnaire Name _________________________________________ I will use your responses to this questionnaire and the Team Player Survey to form client teams. I. Check one of the following. I am a: ___ PRA major ___ PRA minor II. Rank your proficiency in these skills on a scale of 5 to 1, with 5 being strongest: 5 - extremely strong 4 - strong 3 - OK 2 - some experience 1 - limited to no experience ___ ___ ___ ___ ___ PR Writing Editing/proofing Graphic Design Research Organized/meets deadlines

III. Prior PR or Ad Campaign experience? Check all that apply. ___ PRSSA Bateman Case Competition ___ NSAC ___ Other ___________________________________________ III. Involvement in campus clubs, sorority, fraternity, etc. List names: ________________________ ________________________ ________________________ ________________________

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

ImPRessions

Research (150 points)
Your team will conduct research to establish a solid foundation for your plan's creative strategies and tactics. 1. Secondary research

Conduct online research to learn about your client and organizations that may compete with your client to glean ideas for your campaign. Visit websites and read news articles that discuss trends in your client's niche. Write two to three paragraphs summarizing what you learned. Offer your preliminary conclusions or observations that you have reached as a result of your research. Post one report combining all team member research and bibliographies on Blackboard. 2. Primary research

Conduct original research. Choose a minimum of TWO of the following research methods:  Interviews (minimum three)  Surveys  Focus group  Field Trip Write two or three paragraphs summarizing what you have learned in your research. Include the names of the people you interviewed, when and where you conducted focus groups and field trips, and/or the total number of people who responded to your survey. Distill your primary research down to the most essential findings. Provide preliminary conclusions or ideas for your campaign. Post one report combining all team member primary research on Blackboard.

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

ImPRessions

Public Relations Plan (150 points)
You and your team will develop the following five elements of your client's PR plan: 1. Situation Analysis The situation section of your plan is a snapshot of your client’s current status. To prepare the situation overview, refer to the information you discovered in doing your research summary and address the following. 1. What is your client’s mission? In other words, what is your client’s purpose? 2. Who are your client’s competitors? For example, who competes with your client for members, support, donations, etc.? 3. What programs, services or products does your client offer? 4. In your opinion, what would motivate someone to become involved with your client? 5. What are some ways that your client uses public relations and/or advertising to get the word out about its mission, programs, services or products? 6. What, if any issues or problems does your client face? You may use an outline format with the following headings when writing this section:  Mission  Competitors  Programs, services or products  Motivation  Current PR activities  Issues/Problems 2. Objectives The objectives section enables you to set specific objectives to achieve your goal for your plan. A goal is a one sentence statement of how you want to overcome a problem or maximize an opportunity. Typical nonprofit goals are:      Expand program reach Secure more members Raise more funds Increase sales Overcome lack of awareness of programs and services

First, write one goal for your plan. Next, write a minimum of two objectives. These objectives will help you achieve your goal. Format: WHAT do you want to achieve (and how many) by WHEN

Examples: 1. Secure 20 new volunteers by May 2011 2. Raise $25,000 by December 2011 3. Increase sales by 10% by December 2011

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

3. Audiences The audience section focuses on the target audiences you want to reach with your plan. For instance, college target audiences include club members, sorority members, fraternity members, prospective members of these groups, prospective students, alumni, parents, faculty and staff. Other target audiences are defined by demographic information (age and geographic location), professions (teachers, doctors, lawyers, public relations professionals) or hobbies and interests (painters, photographers, people who enjoy reading.) Good audience descriptions are specific (mothers between the ages of 25 and 40 who live in Orange County) Answer the following questions: 1. Who are the target audiences that use your client’s products or services today or are members of your client’s organization? 2. Who are the target audiences that don’t use your client’s services or are members today, but could use them in the future? 3. Who are the target audiences who may volunteer to assist your client or make donations? 4. Who are the influentials who may encourage others to become a member, volunteer, donate or support your client in other ways? After answering these questions, select two target audiences that you want to reach with your plan. List the two audiences and briefly describe why you selected them. 4. Strategy The strategy section describes a general approach you will use to motivate action by your target audiences. Describe the public relations strategy you will use to appeal to each of your two target audiences. Example: Attract more volunteers through a series of open houses with speakers who 'graduated' from your client's program 5. Tactics Tactics are the specific communications tools that you will use to implement your strategy. Tactics are where you can really get creative. Describe at least three tactics and indicate which tactic is intended for which target audience. Example: Prospective volunteers 1. Develop a contest to encourage participation in the open house series. 2. Promote the contest through Facebook, Twitter, posters and direct mail

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

ImPRessions

Execution (300)
One you have completed your plan of action, you will implement your strategies and tactics. Execution may include but not be limited to:            News release writing Media relations Developing promotional materials (flyers, invitations, posters, etc.) Creating or updating websites Creating or updating social media sites Writing and producing a PSA Writing and producing a video Planning and hosting a special event Speechwriting Grassroots marketing Self-produced materials (newsletters, magazines)

Assignments will be evaluated based on:       Suitability to key audiences identified in your research Creativity Originality Good writing No typos or misspellings Pride of authorship

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

ImPRessions

Evaluation (200 points)
The semester will conclude with an evaluation of each team and team member. The evaluation will consist of four parts: 1. Personal and team goals (50 points)

Students will set personal and team goals at the beginning of the semester and must achieve those goals by the end of the semester (i.e., write one press release, improve media relations skills, and/or improve presentation skills). These will be a part of the performance evaluation process. 2. Team oral presentation (50 points)

Teams will present the highlights of their research, planning and execution to clients at the end of the semester 3. Performance evaluation (100 points)

At the conclusion of the semester: a) Firm directors in conjunction with the clients will complete an evaluation of account executive. each

b) Account executives, in conjunction with the firm directors will complete an evaluation of all team members. c) The firm directors will be evaluated by the professor and account executives. 4. Self-appraisal (100 points)

Each student must complete his/her own self-appraisal at the end of the semester. This will count as the final exam.

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

ImPRessions

Portfolio (150 points)
At the end of the semester you will produce a personal portfolio to present the work you did on behalf of your client. The portfolio has two purposes: one, to evaluate your contributions and two, to enhance your ability to compete for good internships and future jobs. Think of your portfolio as a living document, something you will refine and add to throughout your career. You may create an online portfolio for employers to access via a link. Please create one hardcopy version for evaluation purposes. In both cases, design your portfolio to be visually appealing. Use consistent graphics, type fonts and colors. Make sure to spell-check and proofread all materials so your portfolio is error-free. Note: Do not use any information that the client shared with you in confidence. PORTFOLIO ELEMENTS 1. Start with a personal overview:   Your cover letter Your resume

2. Next, present the PR campaign materials you prepared for your client. Required:  Executive summary of your plan (research, situation analysis, goals and objectives, audiences, strategies and tactics) Sample Tactics:  News releases  Videos  Websites  Posters, flyers, invitations, other printed materials  Social media site screenshots  Other public relations or advertising tactics used in the campaign Examples of Evaluation:  Published articles - print or online - or broadcast coverage  Report of website hits, social media fans  Attendance/sales at an event you planned

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

ImPRessions

Trend Report (50 points)
You will investigate and critique a new or emerging trend in public relations and stimulate class discussion to relate the trend to ImPRessions clients. The trend might relate to a new way of delivering information through social, traditional or selfproduced media, or you may uncover a new form of media that deserves our attention. Or, you may select a new PR tactic, such as a new way to do research with key audiences, organize a special event, or manage a crisis. Requirements 1. Write a one-page summary. a) Describe the trend, who created it, whether it is free or has a cost (and how much), who appears to use it, and whether it is easy to use (or not) b) Next, discuss why you believe the trend is relevant to doing public relations for your client. c) Include a minimum of two sources. 2. Post your summary on Blackboard. 3. Present an overview of the trend and how it applies to your client (3-5 minutes) 4. Lead a discussion to encourage students to ask questions. Ask, "How would you apply this trend to your client?" to brainstorm ideas (5-10 minutes)

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

Dodge College of Film and Media Arts Assessment Criteria for Student Public Relations and Advertising - Oral Presentations Evaluation Form: ORAL COMMUNICATION Sample # _________ Total Score ____________ Category High 10 9 1. Organization: Presentation is logical and cohesive and uses supporting facts and anecdotes, contributing to a persuasive, easy to follow presentation. 2. Visuals: Photos, graphics, type font, colors and layout support the speaker's messages. 3. Preparation: Demonstrates rehearsal of presentation, with smooth transitions from point to point and no reading of slides or text. 4. Verbal Delivery. Varies pitch and pace to keep audience interest, speaks clearly with minimal 'uhs' and 'ums'. 5. Non-verbal delivery. Incorporates positive body language and facial expressions to add enthusiasm; professional appearance. 6. Interaction. Stimulates audience interest and involvement by asking for the audiences' opinion or feedback or generating a lively Q&A. 8 7 6 5 4 3 2 1 Low Organization is illogical or disjointed, resulting in a difficult to follow, uninteresting and unpersuasive presentation. Visuals are insufficient or inadequate to support the speaker's messages Preparation. Presenter is not familiar with material, reads slides or text, and demonstrates a lack of rehearsal Verbal delivery is monotone or too low, making it difficult to understand or hear the speaker, with distracting 'uhs' and 'ums'. Non-verbal delivery. Presenter does not exhibit enthusiasm for the topic and/or unprofessional appearance detracts from presentation. Interaction. Presenter fails to engage the audience or generate questions or comments during the presentation or Q&A

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

Dodge College of Film and Media Arts Assessment Criteria For Student Public Relations and Advertising - Visual Communication Evaluation Form: VISUAL COMMUNICATION Sample # _________ Total Score ____________ Category High 1. Organization: Substance is coherently presented and logically organized. 2. Content: Identifies a concept and purpose and supports it with relevant and accurate visual elements. 3. Reasoning is logical, consistent and well-developed. 4. Design: Demonstrates originality and uses imagery in a coherent and compelling manner. 5. Conventions: Type font, text, layout, photos, charts and other visual images support the message and contribute to the credibility of the designer. 6. Disciplinarily: The finished product demonstrates a clear understanding and mastery of the discipline. 10 9 8 7 6 5 4 3 2 1 Low Organization is illogical or disjointed and fails to form a cohesive argument. Concept is vaguely defined or has weak or insufficient visuals elements Reasoning is faulty, illogical, inconsistent or vague. Design treads familiar ground, is incoherent or otherwise fails to attract interest. Conventions: Inadequate or improper choice of type font, text, layout, photos, charts and other visual images and mechanics interfere with the understanding of the material. Disciplinarily: The finished product is not appropriate to the discipline and demonstrates a lack of familiarity with the critical thinking in the discipline.

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

Dodge College of Film and Media Arts Assessment Criteria for Student Public Relations and Advertising - Writing Evaluation Form: WRITTEN COMMUNICATION Sample # _________ Total Score ____________ Category High 1. Organization: Substance is coherently presented and logically organized. 2. Content: Identifies a topic and purpose and supports it with relevant and accurate information. 3. Reasoning is logical, consistent and well-developed. 4. Rhetoric: Tone, voice and audience awareness are appropriate to inform, educate and persuade the intended audience or audiences 5. Conventions: Sentence structure, grammar, punctuation and mechanics are all standard and contribute to the credibility of the writer. 6. Disciplinarily: The language and discourse demonstrate a clear understanding and mastery of the discipline 10 9 8 7 6 5 4 3 2 1 Low Organization is illogical or disjointed and fails to form a cohesive argument. Topic is vaguely defined or has weak or insufficient support or details. Reasoning is faulty, illogical, inconsistent or vague. Rhetoric: Tone, voice and audience awareness are inappropriate or inadequate to reach intended audiences. Conventions: Errors of sentence structure, grammar, punctuation and mechanics interfere with the understanding of the text. Disciplinarily: The language and discourse are not appropriate to the discipline and demonstrate a lack of familiarity with the critical thinking and key terms in the discipline.

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

Dodge College of Film and Media Arts Assessment Criteria for Student Public Relations and Advertising - Campaigns & Plans Evaluation Form: PLANS Sample # _________ Total Score ____________ Category High 10 9 1. Research: Demonstrates thoughtful analysis of secondary and/or primary research and clear understanding of the audience and situation. 2. Planning: Goals, objectives, strategies and tactics offer insightful analysis of the research, sound recommendations and appropriate timeline/budget for execution 3. Programming: The plan of action is well defined and demonstrates original thinking and creativity. 4. Evaluation: Offers reasonable evaluation criteria to assess success of the plan. 5. Organization: Campaign is coherently presented and logically organized, with compelling design and supporting visuals. 6. Disciplinarily: The language and discourse demonstrate a clear understanding and mastery of the discipline 8 7 6 5 4 3 2 1 Low Research is inadequate or faulty, with lack of understanding of audiences or the situation. Planning is incomplete or unsound, demonstrates poor understanding of the research or offers poorly defined goals, objectives, strategies and tactics or inappropriate timeline/budget for execution. Programming is inadequate to meet goals and objectives or does not demonstrate original thinking or creativity. Evaluation criteria is insufficient to assess the success of the plan. Organization is illogical or disjointed and fails to form a cohesive argument and lacks a compelling design or supporting visuals. Disciplinarily: The language and discourse are not appropriate to the discipline and demonstrate a lack of familiarity with the critical thinking and key terms in the discipline.

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Chapman ImPRessions Chapman.ImPRessions@gmail.com http://chapmamnimpressions.blogspot.com Twitter @CUImPRessions

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