SCCA2073 Public Relations Semester Two, Session 2017/2018

COURSE PLANNING
SECOND SEMESTER 2017/2018 SESSION [A172]

SCCA2073
PUBLIC RELATIONS

Coordinator/Lecturer:

DR. MOHAMAD NOOR SALEHHUDDIN  mnsaleh@uum.edu.my/

 04-9285920
SHARIPUDIN (A,B)
Consultation hours:
Wednesday – 9.30 am – 11.00am
-----------------------------------------------------
School of Multimedia Technology & Communication,
OR
Universiti Utara Malaysia Via appoinment.
SCCA2073 Public Relations Semester Two, Session 2017/2018

PUSAT PENGAJIAN TEKNOLOGI MULTIMEDIA & KOMUNIKASI

School of Multimedia Technology and Communication
UNIVERSITI UTARA MALAYSIA
______________________________________________________
COURSE CODE : SCCA2073
COURSE NAME : PUBLIC RELATIONS
CREDIT HOURS : 3

SYNOPSIS
Synopsis:
This course will expose the students to the definition and the important concepts of public
relations. Additionally this course will also provide knowledge and understanding of the
significance of communication strategies of public relations. Students will be provided
with the understanding of public relations theoretically and the opportunity to generate
creative and critical ideas in constructing public relations strategies and plans.

OBJECTIVES
After completing this course, students should be able to:
i. Understand the importance of public relations in managing people.
ii. Understand the public relations functions as an important communication
channel for an organization.
iii. Develop interests and appreciation towards the discipline.

LEARNING OUTCOMES
Course Learning Outcomes:
Upon completion of the course, students are able to:
i. Explain the concepts and functions of public relations
ii. Apply relevant communication techniques and PR tools in building PR
strategies.
iii. Determine personal communication skills
iv. Generate creative and critical ideas to build effective the public relations
strategies and plans.

TEACHING-LEARNING FORMAT
This course will be conducted based on face to face meeting and students centered
learning. Students are advised to prepare themselves with some knowledge before attend
the lecture. Students also are advised to create their own study notes in the learning
processes. Online learning is also a medium for me to communicate of any issues related
our courses, deliver lecture virtually, and provide learning materials to the students.

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SCCA2073 Public Relations Semester Two, Session 2017/2018

COURSE CONTENT

Lecture Topic Notes

 Welcoming remarks
1. Introduction to public relations and ice breaking
session
1.1. Definition of PR
 Overview of the
Week 1.2. Overview of PR functions syllabus and
1 1.3. PR theories and models assignments/group
project
 Group formation and
brainstorm for initial
ideas

 Finalised group
member’s name.
2. Related theories and communication models in  Furnish the student
practicing PR. with the format of
2.1. Grunig and Hunt’s Four Models of Public the proposal and go
Week through each
2 Relations (1984)
section in brief
2.2. Ball-Rokeach and Melvin DeFleur (1976)  Students are
Model requested to submit
2.3. Other relevant models in PR one –page initial
ideas in the
following class

3. PR functions
3.1. Media relations
3.2. Community relations
3.3. Government relations
Week 3.4. Public Affairs
3&4 3.5. Consumer relations
. 3.6. Industrial relations
3.7. NGO relations
3.8. International relations
3.9. Labour relations
3.10. Press Agency

 Incorporation of
knowledge in the
4. Public Relations tools project proposal
4.1. Publicity  Groups to propose
4.2. Advertising relevant tools for
Week
their projects
5 4.3. Publication
 Submission of the
4.4. Fundraising individual
4.5. Lobbying assignment is due
March 22nd, 2018
4.6. Press conference

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SCCA2073 Public Relations Semester Two, Session 2017/2018

 Progress report on
5. Public Relations tools (continue) the project.
5.1. Promotion  Students are
required to read PR
Week 5.2. Special event
planning process
6 5.3. Exhibition (RACE)
5.4. Campaign  Submission of the
first draft of the
5.5. Propaganda
project proposal is
5.6. Information technology due on March 25th
2018
 Applying the RACE
process to the
6. PR planning process
project proposal (on
6.1. Research going) toward
Week
7&8
6.2. Action finalizing the final
6.3. Communication report of the project.
6.4. Evaluation  Final proposal
submission on
April 12th ,2018

7. Public Opinion
7.1. Definition of Public
7.2. Identifying of PR public  Project progress
7.3. Internal and external publics report
Week  Submission of the
7.4. Perception and public opinion individual
9 & 10 7.5. The importance of public opinion assignment 2 is
7.6. Public opinion and its impact on due April 19th, 2018
organizations.
7.7. Corporate culture concepts
7.8. Corporate culture characteristics
7.9. Elements of corporate culture

 Students are
required to read
8. Corporate identity, image and reputation research articles
Week 8.1. Definition related to identity,
11 & 12 8.2. The process of identity and image building image and
8.3. Managing identity, image and reputation reputation
8.4. Rebranding  Group project
implementation
week 11-13
 Discussion on case
studies related to
9. Issues and crisis management crisis management
9.1. Definition of Issue by selecting few
9.2. Definition of crisis local/international
Week
9.3. Crisis typology crises
13 & 14  Relate this
9.4. Models in crisis management
discussion with the
9.5. Restoring image and reputation
implication to image
and reputation
Conclusion & Summary
 Final Report due
May 20th 2018

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SCCA2073 Public Relations Semester Two, Session 2017/2018

ASSESSMENTS

Coursework 60%

- Individual assignment I (10%)

- Individual assignment II (15%)
- Online Assessment (5%)
- Group assignment (30%)

Final examination 40%

____
TOTAL 100%

MAIN REFERENCES
Main References:

Newsom, D., Turk, J.V. and Kruckerberg, D. (2010). This is PR: The Realities of Public
Relations (9th ed.). Belmont, CA: Wadsworth.

Additional references:

Cutlip, M.S., Center, H.A. and Broom, M.G. (2009). Effective Public Relations (10th ed).
New Jersey: Prentice Hall.

L’Etang. J., (2007). Public relations concepts, practice and critique, Los Angeles: Sage
Publication.

Seitel, Frasier (2007). The Practice of Public Relations (10th ed.). Upper Saddle, New
Jersey: Pearson.

Wilcox, D. L. (2007). Public relations strategies and tactics (8th ed). Boston:
Pearson/Allyn & Bacon.

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SCCA2073 Public Relations Semester Two, Session 2017/2018

12. Assignments

1. INDIVIDUAL ASSIGNMENT I (10%)

You are required to identify a journal article* (2014 onwards) and critically review it. The article
can be obtained from UUM’s online library or any other source available. Please choose one of
the topics below:

a) Crisis communication
b) Sponsorship
c) Brand and reputation management
d) Image and identity
e) Public opinion
f) Social responsibility (e.g. philanthropy, charity, cause-related)

To ensure you get the right article for review, it is advisable for the article to be endorsed by your
lecturer.

As a guideline, your executive summary should reflect these elements:

i. Overview
 Provide a brief introduction to the article topic.
ii. Issue/problem
 Describe the issue in detail and review the public relations
aspect/function/activity in the article.
iii. Critical analysis
 Discuss the findings or the article ideas. You are also required to critically
comment on the findings and suggest your own evaluation or analysis of the
findings.
iv. Conclusion
 Summary of your analysis and recommendation.

*Name of journals:
1. Public Relations Review
2. Journal of Advertising
3. Public Opinion Quarterly
4. Journal of Communication
5. Journal of Marketing
6. Journal of Consumer Research
7. Journal of Consumer Psychology
8. European Journal of Marketing
9. Journal of Marketing Research
10. Journal of the Academy of Marketing Science
11. Journal of International Marketing
12. Journal of Business Research

Writing format:
1. Your essay should be typed and not exceed 3 pages excluding references,
appendices, figures etc. (Please attach the article)
2. Please use Times New Roman font type, size 12pt and 1.5 line spacing.
3. Please provide citation or academic reference where necessary and comply with APA
writing style.

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SCCA2073 Public Relations Semester Two, Session 2017/2018

4. Plagiarism is an academic crime. Therefore, a complete citation must be presented to

the quotations, Paraphrasing, or ideas taken from the / source other than the authors
of the report itself.
5. Assignment should be in English. Please proof read your assignment before
submitting.
6. Deadline for submission is on March 22nd, 2018 before 5.00PM.
7. Please upload the essay in a Word Document format to the class online learning
portal. The file of the assignment should be named/labelled based on the course
code-assignment type-your matric number (i.e. SCCA1023-IA1-matric number).
Submit the hard copy in class.
8. Essays will be evaluated base on the 'Individual Assignment I Rubric', please check
it out via the class online learning portal.

2. INDIVIDUAL ASSIGNMENT II (15%)

Please choose one (1) of the case studies below. Critically analyse and discuss the crisis,
analyse how public relations aspect, process or function works in the particular crisis.
Please provide your recommendation or idea on how to manage or overcome the crisis.

1. Petronas
https://www.nst.com.my/news/nation/2018/02/335873/petronas-apologises-over-white-
ang-pau-packet-design
https://www.themalaysianinsight.com/s/38123/

2. Enfagrow
https://www.thestar.com.my/news/nation/2017/12/16/mead-johnson-to-replace-fake-
milk-products/
https://www.channelnewsasia.com/news/asiapacific/fake-infant-formula-in-johor-how-
to-spot-counterfeit-packets-9489512

3. AirAsia
http://www.news.com.au/travel/travel-updates/incidents/airasia-flight-forced-to-turn-
back-to-perth-after-terrifying-midair-emergency/news-
story/f07242034f3baa3fa3d94f8a215a178f
http://www.smh.com.au/business/aviation/airasia-flight-qz535-from-perth-to-bali-in-
terrifying-midair-drama-20171015-gz1glh.html

4. Honda
http://www.abc.net.au/news/2017-07-22/honda-sympathetic-over-fatal-crash-involving-
faulty-airbag/8734052
https://productrecall.honda.com.my/
http://www.news.com.au/finance/business/manufacturing/honda-australia-reveals-
airbag-victim-ignored-five-recall-notices/news-
story/526a32ad782bcef7c4380f4f0e99970c

As a guideline, your executive summary should reflect these elements:

i. Overview
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SCCA2073 Public Relations Semester Two, Session 2017/2018

 Provide a brief introduction to the issue/case you are analysing. You may
also want to provide an introduction to the organisation studied.
ii. Issue/problem
 Describe the issue in detail and highlight the important points
 Relate with PR practices / activities
iii. Critical analysis
 Discuss your critical analysis on the resolution taken.
 How to overcome / manage the issue from PR perspective
 Please suggest new strategies to solve the issue. You may also provide
your own idea but need to justify them academically.
iv. Recommendation and Conclusion
 Summary of your analysis and recommendation.
Writing format:
1. Your essay should be typed and not exceed 3 pages excluding references,
appendices, figures etc.
2. Please use Times New Roman font type, size 12pt and 1.5 line spacing.
3. Please provide citation or academic reference where necessary and comply with APA
writing style.
4. Plagiarism is an academic crime. Therefore, a complete citation must be
presented to the quotations, Paraphrasing, or ideas taken from the / source
other than the authors of the report itself.
5. Assignment should be in English. Please proof read your assignment
before submitting.
6. Deadline for submission is on April 19, 2017 before 5.00PM.
7. Please upload the essay in a Word Document format to the class online learning
portal. The file of the assignment should be named/labelled based on the course
code-assignment type-your matric number (i.e. SCCA1023-IA1-matric number).
Submit the hard copy in class.
8. Essays will be evaluated base on the 'Individual Assignment I Rubric', please check
it out via the class online learning portal.

3. GROUP ASSIGNMENT (30%)

Group assignment will be conducted in a form of a class project. Students will be divided
into two to three groups (depending on the total number of students in the class), with the
appointment of one project leader for each group. Each group will then propose and
implement the respective project, followed by a presentation in class toward the end of
the semester.

Criteria for the group project:

Any public relations activities with the main objective to create or establish
organizational image, develop and enhance mutual understanding between organization
and its publics as well as strengthened their relationships. The project can be either event
management or public relations campaign.

This assignment will be assessed into three phases:

i. Submission of project proposal of not more than 5 pages (week 7/8)
ii. Implementation of the project (week 11-13)
iii. Submission of the Final Report (not more than 15 pages).

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SCCA2073 Public Relations Semester Two, Session 2017/2018

Writing format:
1. Your essay should be typed and not exceed 15 pages excluding references,
appendices, figures etc.
2. Please use Times New Roman font type, size 12pt and 1.5 line spacing.
3. Please provide citation or academic reference where necessary and comply with APA
writing style.
4. Deadline for submission of the project report is on week 14 (May 20th 2018).

FINAL EXAMINATION (40%)

Final exam will be held in May 2018. Students will be notified for the date, time and
place of the examination by the HEA. Generally, final examination questions will cover
all chapters. The exam is allocated for 2 hours 30 minutes. Students are required to answer
all questions. Usually the format of final examination questions will be structured
questions and essay writing.