Online S2 Communication Studies LSPR.

Course: ESPRP01 eStrategic PR Planning

PROGRAM TEACHING GUIDANCE

Postgraduate Program of
The London School of Public Relations-Jakarta
Revision: 02
Course
Subject
SCU
Pre-requisites
No
.

ESPRP01 eStrategic PR
Planning
4 (four) credits
NONE

Category

Course
Description

Learning
Outcomes

Grading

Teaching Team
Valid date
Syllabus designed by

Description
This Strategic PR Planning course focuses on the students ability to be Communication
practictioners who can produce Strategic PR Planning for their organizations or clients all the
time. Not many of them has the skill & background knowledge to produce one that is
comprehensive, proper & operationable or has the right & systematic flow from beginning to
the end of plan. This subject will provide students with guide for a solid plan as is common in
the PR/Communication industry.
After completing this Strategic PR Planning course, students are expected to be able to:
L1. Understand :a. what Strategy & Planning are, why they are important, theories they are
based on; b. Business or Organizational strategy on which PR Strategy will derive from; c. the
4 Phases & 9 steps Process & d.the Formative Research that is critical to setting a Strategy;
L2. Set up Goals & Objectives; Formulate response strategies & actions; & Practice & be
tested on their knowledge & analyzing skills;
L3. Broaden their knowledge with practices in different institutions; &
Design effective core & related messages;
L4. Define effective communication plan of actions; Develop a comprehensive PR schedule & a
crisis communication plan;
L5.; Integrate PR planning into marketing programme or vice versa; & Develop appropriate
study to evaluate result & assess the future condition
In general, after completion of this course, the student is expected to be able to be familiar
with logical steps in Communication Strategy (research > analysis > plan > implement >
evaluate) & bring those to a workable strategic plan.
A : 90-100; A- : 85-89.99; B+: 80-84.99;B: 75-79.99; B-: 70-74.99; FAIL: Below 70.00

No
Component
.
1 Weekly Post Quiz

Assessment
component

LSPR1604

Sriati Rusmin M.Si (Course Coordinator

sriati@mavenindonesia.com)
2nd April 2016
Sriati Rusmin M.Si

Weight

CILO

Due date
End of every week *
Every Wed & Sat 1800pm
WIB
End of week 10(Session09),
Sat14th May2016*
End of weeks 12,13,14 or 15
(Sessions11,12,13 or 14), Sat
28th May;4th,11th or 18th Jun
2016*
End of weeks 5&15(Sessions
05&14), Sat 9th Apr &18th
Jun2016*
Sat7thMay2016 (on campus)
Sat23rdJul2016 (on campus)

5%

Twice weekly Group

Discussion

5%

1,2,3

One (1) Group assignment

5%

2,3,4,5

One (1) Individual online

video presentation

5%

2,3,4,5

Two (2) Individual

assignments

10% **

2,3,4,5

6
7

Midterm Exam [UTS]

Final Exam [UAS]
TOTAL Penilaian

30%
40%
100%

1,2
1,2,3,4,5

All online materials are accessible from elearning.lspr.edu website

Assignments are all submitted online from elearning.lspr.edu website

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Online S2 Communication Studies LSPR. Course: ESPRP01 eStrategic PR Planning

No
.

Category

Description
* Saturday at 2350pm WIB
** Each Individual assignment is graded at 5% each towards final grade
Lecturers will be available for a live online chat session with students for 30 (thirty) minutes
during the following timeslots,
Class
A
A

Lecture live
chat via
HipChat

Day
Consultation slot (WIB*)
Wedne
2100pm to 2130pm
sday
Saturd
2100pm to 2130pm
ay

Lecturer
Sriati Rusmin M.Si
Sriati Rusmin M.Si

*WIB: Western Indonesia Time

Note: National holidays. If the
Saturday is a national holiday, then the live chat will be moved earlier by one day, to
the Friday of that same week.
Wednesday is a national holiday, then the live chat will be moved later by one day, to
the Thursday of that same week.
Online Chat is accessible from https://harukaedu.hipchat.com/chat website or download for
free from Google Playstore for android devices & Apple Appstore for Apple devices.
Students are expected to,
Complete 100% every weekly activity: Pre & Post quizzes, practices quizzes, View class
video, audio, transcript, presentation slides, Twice weekly Group discussion assignments
before the end of every weekly session (Saturday midnight 23.59pm)
Participate in group forum discussion & twice weekly chat regularly.
Plan on obtaining any notes, announcements, & so on from their fellow class mates, in the
event of emergencies.
Arrive to class on time for each on campus session. On campus sessions will begin
promptly, & tardiness is an interruption that is both rude & distracting for both the
instructor & students. Note that any information students miss as a result of being late is
their responsibility.

Class policies

Absence policy
Student who do not complete 100% of every weekly activity before the due date, will
be considered not present in that session.
The maximum number of absence in this course is four (4) times.
If the student has four or more absence, the student will not be allowed to take the final
exam.
Hence the failed student will have to retake the course in future semesters to pass the
course.
For on campus session, to provide a classroom that is conducive to learning, please refrain
from,
Answering cell phones or replying to text messages
Engaging in conversations with fellow classmates outside of the scope of the class
Any other disruptive behaviour

Peer review

LSPR1604

Academic dishonesty in any form will not be tolerated. Students are encouraged to become
familiar with the LSPR Code of Conduct as they relate to academic dishonesty/cheating.
All assignments are due on the date specified in the discussion with the lecturer.
Students may, however, turn in any assignment in advance of the due date.
Only important topics will be discussed in class, & it is the students responsibility to read other
related topics.
To ensure fairness in grading of group assignment, students will be requested to conduct

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No
.

Category

Class
Environment/P
olicies

Description of
Teaching
Method

10

Academic
Honesty

Description
anonymous peer review every end of the semester/ course. Students are encouraged to
grade their group peers fairly using an online matrix that covers individual contribution
towards group discussions & group assignments.
In order to achieve previously identified course objectives, we will follow an interactive
class format. Students are expected to come to class on time, take notes & prepare the
assigned class material for each session by doing some readings and/or case studies.
In the interest of providing a meaningful learning experience & creating & exciting class
environment, students thoughtful participation is required, whereby students own
experiences, comments, anecdotes ought to be shared, including relevant issues & question
raised in class.
Considering the intensive nature of this module & heavy emphasis on class discussion &
interaction, attendance of all sessions & class participation are necessary for a
successful completion of this course.
The course method will consist of lectures, facilitation, presentations, assignments & paper
submission. The lecturer organizes, supervises & facilitates the class as well as conduct lectures
in the first few meetings. The students will then be asked to lead class discussions & make
report presentations. For their own benefit, students are expected to read the assigned
chapter(s) prior to the pertinent class sessions, & optional reading (choices from suggested
reference books or other related PR books).
Short case studies that illustrate the complexities of Corporate Communications
management & invite students to apply their ideas in practical problem solving.
Classroom participation is expected & required. This will be evaluated using a selfevaluation format.
Group assignment with the objective of getting a deeper understanding into some
important concepts & applications. With this assignment, students will have to analyze
Corporate Communications management case studies & present professional presentation.
Group participation is expected & will be evaluated using a group & self-evaluation
format. Assessment is based on the quality of group assignment, contribution to the
coursework, & involvement in the class. It must be noted that group assignment means
members of the group are to work as a team, & there should be no free riders!
Any type of activity that is considered dishonest by reasonable standards may constitute
academic misconduct. The most common forms of academic misconduct are cheating &
plagiarism. All instances of academic dishonesty will result in a grade of zero for the work
involved.
All assignments will need to have a signed declaration on the 2nd page (after the cover) that
the material submitted is the students own work & that all work taken from other sources is
properly acknowledged.
Use this wording on the 2nd page of each report :
I certify that the attached assignment is my own work & that any material obtained from other
sources has been acknowledged.

11

AntiPlagiarism
Policy

I grant permission to the London School of Public Relations to make copies of assignments for
assessment, review and/or record keeping purposes. I note that the London School of Public
Relations reserves the right to check my assignment for plagiarism.
Signed Date
Penalty for students who performed plagiarism: FAILED from the subject.
1st / cover page:
Course title
Topic title
Student Name:
NIM:
Class:
Concentration:

LSPR1604

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Online S2 Communication Studies LSPR. Course: ESPRP01 eStrategic PR Planning

No
.

Category

Description
Lecturer name:
Sekolah Tinggi Ilmu Komunikasi
eLearning Postgraduate Programme of LSPR
City, Month, Year
2nd page:
I certify that the attached assignment is my own work & that any material obtained from other
sources has been acknowledged.
I grant permission to the London School of Public Relations to make copies of assignments for
assessment, review and/or record keeping purposes. I note that the London School of Public
Relations reserves the right to check my assignment for plagiarism.
Signed Date
PGP applied APA (American Psychological Association) as references system for all paper
work in each subjects (latest version is 6th Edition, 2010).

12

Referencing

13

General Policy

14

Attendance
Policy

15

Online
Etiquette

LSPR1604

1.
2.
3.
4.

Worldwide accepted International/ national conferences & reputable journals.

Up dated revisions.
Easy for students: Students will learn while practicing this references before doing thesis.
Easy to learn : www.apastyle.org & feel free to come to the Thesis Depart. (on the 9th
floor with Ms.Sari/Hani) & ask for softcopy file.
Students must abide by policies in the LSPR Student Handbook, & the Basic Graduate Student
Responsibilities.
Students are expected to log in & participate as part of their learning in the course. Instructors
establish specific policies relating to absences in their courses & communicate these policies to
the students through the course syllabi. Individual instructors, based upon the nature of the
course, determine what effect excused & unexcused absences have in determining grades &
upon students ability to remain enrolled in their courses. LSPR reserves the right to determine
that excessive absences, whether justified or not, are sufficient cause for institutional
withdrawals or failing grades.
It is expected that students in this class will conduct themselves with good sense, courtesy, &
dignity in all course-related activities. This includes your behavior towards other students & the
instructor. Inappropriate language or flaming will not be tolerated & can negatively affect
your grade.
It is imperative that students in an online environment exhibit proper online etiquette &
appropriate online behaviors. Students deemed to exhibit inappropriate online behavior may
be dropped from the course.
Students are expected to participate in all discussions & virtual classroom chats when directed
to do so. Students are to be respectful & courteous to others in the discussions. Foul or abusive
language will not be tolerated.
Discussion, chat, & e-mail spaces within this course are for class purposes only, unless otherwise
stated. Please remember to conduct yourself collegially & professionally. Unlike in the
classroom setting, what you say in the online environment is documented & not easily erased
or forgotten.
The following guidelines apply:
Avoid using ALL CAPS, sarcasm, & language that could come across as strong or offensive.
Use proper punctuation, grammar & be sure to edit your contribution before posting.
Read all postings before posting your responses to discussion topics so as to not
unnecessarily repeat information.
Keep chat comments brief & to the point.
Focus on one topic at a time when chatting or posting to discussions.
Remember that unlike in face-to-face learning environments what you say in discussions &
chats is documented & available to be revisited. Choose your words & discussion topics
carefully.
E-mail should only be used for messages pertaining to the course. Please refrain from
sending forwards, jokes, etc. within e-mail.

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Online S2 Communication Studies LSPR. Course: ESPRP01 eStrategic PR Planning

No
.

Category

16

Communicatio
n Expectations
& Standards

17

Submission &
Collection of
Assignment

18

Optimal
LiveChat
(HipChat)
Experience

19

Learning
Support

LSPR1604

Description
The majority of online class time is spent posting opinions & sharing information. Therefore, it is
very important to communicate with courtesy & professionalism. Professional Courtesy includes
respecting others' opinions, being courteous & respectful, & working together in the spirit of
cooperation. Sexist, heterosexist, & racist language should not be used when communicating in
the course. Slang should not be used in the discussion posts. The same guidelines for
professional communication in the classroom apply to content that a student references in a
discussion or assignment. Please make sure that all content that is brought into the online
classroom is professional in nature. If a student links to material that is non-professional,
derogatory, pornographic, or promotes personal opinion (such as political or religious
agenda) the link will be deleted & the student may be subject to further disciplinary action.
Since we cannot see each other in the online environment, it is hard to tell if a writer is bashful,
bored, sarcastic, angry, or just kidding. Therefore, when you critique your classmates, please
proof-read your responses carefully before you post them. Refrain from slipping into
arguments. Be sensitive & positive in your approach to others, & careful with your words. You
are encouraged to visit the following websites & review proper communications in the
electronic format:
www.albion.com/netiquette/
www.bspage.com/1netiq/Netiq.html
All emails or discussion postings will receive a response from your professor within 48 hours.
You can send email anytime that is convenient for you. Lecturer will check their email messages
during the day throughout the work-week (Monday through Friday) & will respond to email
messages during the work-week by the close of business (5:00 pm) on the day following their
receipt of them. Emails received by lecturer on Friday will be responded to by the close of
business on the following Monday.
When sending email, use your lspr.edu email address. Lecturers have the right to Not
respond to emails that are,
a. Non-lspr.edu, as there is no way to authenticate the sender. Make sure students include
your name, title of the course, time of the course & a brief reason for your email in the
subject line.
b. Without a subject line. Take the time to use proper spelling & grammar in your email.
You are contacting your lecturer, NOT a friend. This is professional email addressing a
specific concern related to your education. Take responsibility for your concern & address
me in a professional manner. Lecturers will always address you with the same
professionalism & courtesy.
c. With improper/bad : grammar, spelling and/or basic professionalisms or courtesies.
In regards to the given Individual & Group assignments, students are expected to,
Submit all assignments before or on the due date specified in the discussion with lecturer.
Late submission will be penalized by -3 (minus three) per day deducted from your score.
To mitigate technical issues, please do the following 3 steps, prior to participating in live chat,
1. Check your internet speed. Visit www.speedtest.net & check whether your internet
download or upload speeds are at the minimum of,
512 kbps (for Download) & 256 kbps (for Upload)
Internet speeds lower than the above numbers, could cause a reduction of interactive
levels on our LMS.
2. Refresh your internet browser. Ensure that you have refreshed your internet browser, so
as to experience higher internet speeds. On your laptop/desktop, you could apply the
following short-cut,
Ctrl-Shift-R (for Windows OS users) or Command-Shift-R (for Apple OS users)
For smartphone users, please re-start your handphones instead.
3. Recommended internet browsers. We recommend that you use the latest free internet
browsers from Google Chrome or Mozilla Firefox so you can have an optimal experience
on your laptop, desktop or smartphone (they can be downloaded for free from Google
Appstore or Apple iStore).
Students should first email the LSPR S2 Online Program Helpdesk at Lsprs2@harukaedu.com
for learning or academic issues with accessing your online course or call at +62 858 177

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No
.

Category

Description
03214
Helpdesk. Our helpdesk,
Can be contacted 24 hours a day/7 days a week via email or freshdesk
(https://harukaedu.freshdesk.com).
Will strive to respond to any email or freshdesk based query within 24 hours.
For callers, the telephone line is available during general office hours, Monday to Friday:
0900am to 1700pm Western Indonesia Time (not including national holidays).

Course Outline (CILO: Course Intended Learning Outcomes)

Ses
sion

CIL
O

1,2

10

11

12

13

14

15

16

1,2,
3,4,
5

Media

Duration
(hour)

On
Campus

2.5

TBD

Internet

2.5

TBD

P, D,
Q&A

Internet

2.5

TBD

P, D,
Q&A

Internet

2.5

TBD

P, D,
Q&A

Internet

2.5

TBD

Internet

2.5

TBD

Internet

2.5

TBD

On
Campus

3.0

P, D,
Q&A

Internet

2.5

TBD

P, D,
Q&A

Internet

2.5

TBD

P, D,
Q&A

Internet

2.5

TBD

Internet

2.5

TBD

Internet

2.5

TBD

Internet

2.5

TBD

Internet

2.5

TBD

On
Campus

3.0

Session topic

Method*

Introduction to Strategic PR Planning

Course overview, Study method
Assignments, References, Grading System
What is PR ?
A Brief History; Who Needs & How to do
it in PR
Four Steps of PR Strategy,
Do Your Homework; Define Campaigns
Goals; Identify & Understand Media
Targets
Job Description of a PR Specialist:
Job description & Activities
Knowledge, Skill & Ability Requirements
Strategic PR Plan
Internal Communication
Steps in establishing internal PR program
Dialogue, Chat & Measure
PR Planning & Strategy
Situational analysis
Developing key messages
PR Events

P, D,
Q&A
P, D,
Q&A

P, D,
Q&A
P, D,
Q&A

MID EXAM Sat 7th May2016

Evaluation methods & Media Analysis,
Latihan
Classical PR Case Studies
Luggage Manufacturers; Venida Co.;
Beech-Nut Packing Co.; American Tobacco
Co.; Pepco Holdings Inc.
Marketing Public Relations
PR, Marketing & Profitability
Positioning strategy
Integrated marketing communication
Individual online presentations &
assessments
Individual online presentations &
assessments
Individual online presentations &
assessments
Individual online presentations &
assessments
FINAL EXAM Sat 23rd Jul2016

P, D,
Q&A
P, D,
Q&A
P, D,
Q&A
P, D,
Q&A
Individua
l TakeHome
Exam

References

Abbreviations:
*Method: P: Presentation; D: Discussion; Q&A: Question & Answer; Pr: Practice General: TBD: To Be Decided
LSPR1604

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Online S2 Communication Studies LSPR. Course: ESPRP01 eStrategic PR Planning

Reference List:
No.

Type

Code

Cat

MR

MR1

MR

MR2

MR

MR3

Kotler, Philip & Lee, Nancy (2005) Corporate Social Responsibility, Wiley. John Wiley & Sons, Inc

MR

MR4

Harisson, Kim (2011) Strategic Public Relations. Palgrave Macmilan

OR

OR5

OR

OR6

OR

OR7

OR

OR8

Info
Hendrik, Jerry A. (2001) Public Relations Cases. American University. Thompson Learning,
Wadsworth.
Fearn-Banks, Kathleen (1996) Crisis Communication. Lawrence Erlbaum Associates Publishers,
Mahwah, New Jersey

Zerfass, Ansgar & Dhring, Lisa (2012) Between Convergence & Power Struggles: How Public
Relations & Marketing Communications Professionals Interact in Corporate Brand Management.
Public Relations Journal Vol. 6, No. 5. Downloaded from :
prsa.org/intelligence/prjournal/documents/2012zerfass.pdf Accessed on 31stOct2013,
21.00pm
Michaelson, David; Wright, Donald K.; & Stacks, Don W. (2012) Evaluating Efficacy in Public
Relations/Corporate Communication Programming: Towards Establishing Standards of Campaign
Performance. Public Relations Journal Vol. 6, No. 5. Downloaded from: instituteforpr.org/wpcontent/uploads/Michaelson-Wright-Stacks-PR-Journal-2012-Vol-6-No-5.pdf On 31st Oct2015,
at 2100pm
Lindenmann, Walter K.(2003) Guidelines for Measuring the Effectiveness of PR Programs &
Activities. The Institute for Public Relations. Downloaded from: instituteforpr.org/wpcontent/uploads/2002_MeasuringPrograms.pdf on 31st Oct 2015, 21.00pm
UAB (2010) Study Guide for the Examination for Accreditation in Public Relations: A Preparation
Tool for Candidates, 2nd Edition. Universal Accreditation Board. Downloaded from:
old.praccreditation.org/documents/aprstudyguide.pdf on 31st Oct 2015 2100pm.

Notes: Type: MR: Mandatory Reference, OR: Optional Reference

Cat: B: Book, J: Journal, P: Paper, W: Web link

Session schedule:
Week
Session

1
1

2
2

3
3

Period

Sat12Mar
2016

Mon14-Sat19
Mar 2016

Mon21-Sat26
Mar 2016

Location
Exam
Assignme
nt due
date

On Campus

Online

Online

Week(s)
Session

7
7
Mon18Sat23Apr
2016
Online

Period
Location
Exam

5
5
Mon04Sat09Apr
2016
Online

6
6
Mon11Sat16Apr
2016
Online

Individual
assignment01
8&9
Mon25Sat30Apr
2016
No Class
- 2 weeks -

9
8
Sat07May2016
On Campus
Mid
exam[UTS]*

Assignme
nt due
date

LSPR1604

4
4
Mon28MarSat02Apr
2016
Online

10
9
Mon09Sat14May201
6
Online

Group
assignment

7 of 8

11
10
Mon16Sat21May201
6
Online

12
11
Mon23Sat28May20
16
Online
Individual
online video
presentation

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Online S2 Communication Studies LSPR. Course: ESPRP01 eStrategic PR Planning

Week(s)
Session

13
12
Mon30MaySat04Jun2016
Online

Session
Location

14
13
Mon06Sat11Jun2016
Online

15
14
Mon13Sat18Jun2016
Online

16
15
Mon20-Sat25
Jun2016
Online

Exam

17,18,19,20
Mon27JunFri22Jul2016
No Class
- 2 weeks -

Assignment
due date

Individual
online video
presentation

Individual
online video
presentation

20
16
Sat23Jul2016
On Campus
Final exam
[UAS]*

Individual
assignment02
& online video
presentation

*UTS: Ujian Tengah Semester - Mid exam

UAS: Ujian Akhir Semester - Final exam
Prepared by :

Tgl.

LSPR1604

Lecturer
| | 2016

Checked by :

Tgl.

Programme Director
|
| 2016

8 of 8

Authorized by :

Tgl.

Director of PGP
|
| 2016

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