Syllabus
Internet Public Relations
Instructor: Steve O'Keefe
Thursday Night,
Spring Semester,
January 15 -
UMAR 307-90 --
CONTENTS:
- Course Description
- Objectives
- Text Books
- Assignments & Grading
- Instructor Contact Information
- Companion Web Site
- Class Rules
- Weekly Schedule & Assignments
Course Description:
This course is designed to teach students how to take advantage of Internet technologies to promote a person, product, event, web site, business, or organization. The Internet makes it possible to inexpensively reach millions of people with a promotional message. However, if certain rules are not followed, promoting this way can lead to censorship, blacklisting, and disaster. This class will help students learn the often-unwritten rules of Internet protocol, while developing public relations campaigns that are appreciated and effective.
This is a hands-on, nuts & bolts course, focused on both technique and theory. Students will learn some of the most in-demand skills in the current job market, including how to increase traffic at a web site and how to promote a product, event, or company online. This is an ideal course for anyone considering a career in marketing, publicity, public relations, e-commerce, online media production -- or for anyone who has started a business or is thinking about it. This class requires several hours of online time every week; students should make arrangements for adequate Internet access before signing-up for this course.
Objectives:
At the conclusion of this course, students should know how to:
• Write and format e-mail news releases
• Locate and use journalists' e-mail addresses
• Write and distribute online discussion group postings
• Create a map of key Internet sites related to any given subject
• Syndicate content to high traffic web sites
• Produce a chat tour, including pitch materials, booking, and chatting
• Produce an online seminar or workshop
• Design a quality online newsletter
• Manage an online news room
• Register a web site in search engines and directories
• Promote the launch of a new web site or a web site re-design
• Prepare an online publicity plan for a business, agency, or organization
Text Book:
Complete Guide to Internet Publicity, by Steve O'Keefe (John Wiley &
Sons, 1st Edition 2002, ISBN 0-471-10580-5, $34.95)
Selected online articles. Students will need Internet access to read, download, and/or print these articles.
Assignments & Grading:
Weekly assignments will be handed out during the semester, each due the following week. These assignments culminate in a "portfolio," which is the student's publicity program for a chosen company or organization. In addition to the assignments and the portfolio, there will be a mid-term exam and a final exam. Each of these four components is worth 25% of your grade, as follows:
Grade Components:
Weekly assignments 25% of grade
Final publicity plan or "portfolio" 25% of grade
Mid-term exam 25% of grade
Final exam 25% of grade
Grading:
A =
B = Above Average (assignments go beyond minimum requirements; good test scores)
C = Average (completes assignments; demonstrates understanding of basic principles)
D = Below Average (incomplete assignments; low test scores)
F = Fail (numerous missing or incomplete assignments and very low test scores)
Instructor Contact
Information:
Steve O'Keefe
Executive Director, Patron Saint Productions, Inc.
Phone: 504-586-9517, Fax: 504-586-9518
E-Mail: sokeefe@tulane.edu
Companion Web Site:
A companion web site has been set-up for this class. The web site includes class assignments, resources used to complete class assignments, and other features. The companion web site is located at:
http://patronsaintpr.com/resources.html
Class Rules:
Assignments: Assignments are due at the beginning of each class. Students may submit assignments to the instructor via e-mail.
Absence from Class: If you will not be able to attend a class, please try to notify the instructor via e-mail as far in advance as possible. If you cannot attend an exam due to a documented emergency, it is your responsibility to contact the instructor to arrange for a make-up exam.
Etiquette: Students will be held to a high level of professional behavior in class. Students displaying rude or offensive behavior will be asked to leave the classroom. Please turn off all cell phones, pagers, or other potentially disruptive devices upon entering the classroom. Eating or drinking are not allowed in the computer lab.
Office Hours: E-mail assistance is usually available promptly. The instructor encourages students to e-mail any questions about assignments or exams. Phone consultations are available by appointment; please e-mail the instructor for an appointment.
Class Schedule &
Assignments
(Subject to change -- please check web site for revisions.)
Week 1 (Jan. 15): Introduction to Internet Public Relations
Assignment: Choose an organization to build your portfolio around, and gather detailed information about it.
Topics: Introduction to course; Books, assignments, grading; The difference between public relations, publicity, marketing and advertising; The promise of online PR; The problems with online PR; Basic principles of online PR. Class web site. Setting-up your computer. Introductions of instructor and students.
Week 2 (Jan. 22): Campaign Planning and Themes
Assignment: Describe your target audience and explain your theme. Outline an online public relations plan.
Topics: Review of online public relations campaigns; Target audiences; Developing a campaign theme. Generating an online PR plan. Documenting results of campaigns; Measuring value of campaigns.
Week 3 (Jan. 29): Web Site Registration and Search Engine Optimization
Assignment: Prepare a Registration Form, a set of META Tags, and find three special interest directories.
Topics: The Web Site Registration campaign; Search Engine Optimization (SEO); How search engines and directories work; Filling out the Registration Form template; Submitting registration information; Preparing the Registration Report to track results; Verifying registration and dealing with problems; Improving search engine positioning; META tag wars.
Week 4 (Feb. 5): Web Site Linkage Campaign
Assignment: Prepare a Linkage Report and a Linkletter.
Topics: The value of linkage; Approaches to linkage campaigns; Creating great link buttons; Writing linkage text; The art of the linkletter; Locating target audiences online; Finding the supersite; Who to ask for a link; Tracking linkage results; Annotating bookmarks; Creating a Linkage Report (hit list); Maintaining linkage campaigns; Purchasing links.
Week 5 (Feb. 12): Online Content Syndication
Assignment: Design a syndication campaign and write a pitch letter.
Topics: What is content syndication; What do you have worth syndicating; Preparing artwork; Preparing text; Basic HTML codes; Using the templates; Compatibility problems; Writing pitch letters; Finding editorial contacts; Pitching and follow-up; Documenting a syndication campaign.
Week 6 (Feb. 19): Discussion Group Postings
Assignment: Write a discussion group posting and prepare a Postings Report.
Topics: Types of online discussion groups; Moderated vs. unmoderated; Newsgroups; Other groups (Yahoo, MSN, AOL); Internet mailing lists; Web site discussion threads; America Online forums; CompuServe forums; Writing great discussion group postings; Formatting for online delivery; Finding discussion groups; Posting techniques; Tracking responses; Handling complaints.
Week 8 (Feb. 26): Mardi Gras Break
Week 7 (Mar. 4): Online Newsletters and Blogs / Mid-Term Exam Review
Assignment: Write and format an online newsletter.
Topics: Newsletter software set-up; Defining target audiences; Newsletter content; Newsletter style; Newsletter formatting; Managing an online newsletter; Syndicating newsletters and newsletter content. Blog set-up, maintenance, and promotion.
Week 8 (Mar. 11): Mid-Term Exam
No assignment.
Week 9 (Mar. 18): E-Mail News Releases, Part 1 -- Writing and Formatting
Assignment: Write an e-mail news release.
Topics: What do the media want; Writing great e-mail news releases; Subject lines that get attention; Rules for body text; Adding contact information; E-mail news release writing style; Formatting for online delivery.
Week 10 (Mar. 25): E-Mail News Releases, Part 2 -- Medialist and
Distribution
Assignment: Prepare a Medialist.
Topics: Finding journalist's e-mail addresses; Creating a medialist; Addressing bulk e-mail; Delivering e-mail news releases; Processing replies; Handling complaints.
Week 11 (Apr. 1): Chat
Assignment: Prepare a Chat Profile and a Chat Schedule.
Topics: What is a chat tour and how does it work; Preparing a chat profile; Using the templates; Preparing artwork and text; Good chat topics; Writing the intro and promo paragraphs; Good sample questions; Finding chat venues and hosts; Writing pitch letters; Preparing a chat schedule; Eliminating obstacles to booking a tour.
Week 12 (Apr. 8): Chat
Assignment: Participate in a Chat, prepare a report, e-mail to instructor.
Topics: Promoting a chat tour; E-mail news releases; Discussion group postings; Online events calendars; Offline chat calendars; Making sure venues install promotions; Documenting promotions with screen captures; Using ghost typists; How to work a chat room; Paste bombs; Communicating with the host; Overcoming technical difficulties; Cleaning and distributing chat transcripts.
Week 13 (Apr. 15): Online Seminars & Workshops
Assignments: Write a Seminar Description Page, write a partnership pitch letter.
Topics: Difference between seminars and chats; Setting-up a seminar using Yahoo Groups; Preparing pitch materials for the seminar; Finding partner sites; Pitching the partners; Writing seminar set-up pages; Promoting seminars; Conducting seminars; Documenting seminar promotions; Using seminar transcripts.
Week 14 (Apr. 22): Online News Rooms, News Conferences, and Presentations
Assignment: Revise your assignments and complete your portfolio
Topics: Designing online news rooms; Handling contact information; Content for online news rooms; Formatting and delivery options; Uses for online presentations; Creating online presentations; Benefits and drawbacks of online news conferences; Producing online news conferences; Promoting online news rooms, news conferences, and presentations.
Week 15 (Apr. 29): Career Day / Final Exam Review / Portfolios Due
Assignment: Study for final exam.
Topics: Careers involving online publicity and public relations skills; Job search strategies; Resume suggestions; Interviewing tips; Demonstrating your capabilities.
Week 16 (May 6): Final Exam