| PUBLIC RELATIONS AND PUBLICITY | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| PRL2117 | Media Relations and Planning | Fall | 3 | 0 | 3 | 5 |
| The course opens with the approval of the Department at the beginning of each semester |
| Language of instruction: | En |
| Type of course: | Must Course |
| Course Level: | Bachelor |
| Mode of Delivery: | Face to face |
| Course Coordinator : | RA NİLÜFER GEYSİ |
| Course Lecturer(s): |
Instructor SİNEM İNCE Prof. Dr. ÇİSİL SOHODOL |
| Course Objectives: | This course aims to acquaint students with the process of building effective relations and cooperation with the media. Students are acknowledge about what “news media” are, who the members of the media are and how the media function. By drawing examples from news agenda of the day, the students see the difference “what is news” and “what is not”. Students will also become familiar with media planning calculations and become able to create sophisticated integrated media plans. |
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The students who have succeeded in this course; 1) Define concepts of public relations, media relations and media planning 2) Have knowledge about Turkish media, international media and media history 3) Explain the importance of media relations 4) Understand how to use media relations effectively 5) Explain the importance of media planning 6) Prepare media plans 7) Discuss right media strategies in communication campaigns 8) Gain knowledge and skill about traditional media scanning 9) Gain knowledge and skill about digital media scanning 10) Buy time and space in media according to the communication objectives 11) Use media relations and media planning in public relations campaigns |
| In this course, students will comprehend the process of effective relationship building and collaboration with the media, gain knowledge and skill to develop a well-designed communication strategy by learning media planning process. |
| Week | Subject | Related Preparation | |
| 1) | What is the aim, the aspects and the content of the course. Introduction to topics of “news media”, “news writing” and “PR –media relations”. How and why to establish effective relations and cooperation with the media? Requirements, assesments and practices concerning the course explained. | ||
| 2) | The history of the Turkish media. The contemporary situation of the “news media” in Turkey. Who constitute the members of the “news media”? | ||
| 3) | “What is news”? What are the characteristics of newsworthy events? What factors determine the importance or newsworthiness of the happenings? How to observe or think like a newswriter? | ||
| 4) | How do PR people establish good and effective relations with the news people? What are the concerns and priorities of a newsperson? How does a newsroom work? | ||
| 5) | Traditional and digital media scanning | ||
| 6) | Experiential media relations/planning (press conferences, live events, tours and demonstrations), social media and media relations/planning | ||
| 7) | Preparation for the midterm | ||
| 8) | Ethics and law in media relations | ||
| 9) | Basic Measurements and Calculations | ||
| 10) | Weighting, Reach, Frequency, and Scheduling | ||
| 11) | Media planning (structure and components of plan, defining the goals) | ||
| 12) | Media planning (tactics, budgeting, measuring success) | ||
| 13) | Examples of media relations and media planning in public relations campaigns | ||
| 14) | Review For Final Exam | ||
| Course Notes: | 1) The New PR Toolkit: Strategies for Successful Media Relations. Deirdre Breakenridge. 2) Media Planning and Buying in the 21st Century. Ronald D. Geskey 3) Media Strategy & Planning Workbook, How to Create a Comprehensive Media Plan. DL Dickinson. |
| References: | 1) Guide to Media Relations. Irv Schenkler. 2) Effective Media Relations: How to Get Results. Micheal Bland, David W. Wragg; Alison Theakor. 2) Media Planning, Erwin Ephron. 4) Handbook of Public Relations, Robert L. Heath. 5) Strategic Communications: Planning for Public Relations and Marketing. Laurie J. Wilson. |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 14 | % 10 |
| Laboratory | % 0 | |
| Application | % 0 | |
| Field Work | % 0 | |
| Special Course Internship (Work Placement) | % 0 | |
| Quizzes | % 0 | |
| Homework Assignments | 1 | % 10 |
| Presentation | 1 | % 10 |
| Project | % 0 | |
| Seminar | % 0 | |
| Midterms | 1 | % 30 |
| Preliminary Jury | % 0 | |
| Final | 1 | % 40 |
| Paper Submission | % 0 | |
| Jury | % 0 | |
| Bütünleme | % 0 | |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| Total | % 100 | |
| Activities | Number of Activities | Workload | |
| Course Hours | 14 | 42 | |
| Laboratory | |||
| Application | |||
| Special Course Internship (Work Placement) | |||
| Field Work | |||
| Study Hours Out of Class | 12 | 24 | |
| Presentations / Seminar | 4 | 8 | |
| Project | |||
| Homework Assignments | 9 | 9 | |
| Quizzes | |||
| Preliminary Jury | |||
| Midterms | 7 | 9 | |
| Paper Submission | |||
| Jury | |||
| Final | 15 | 30 | |
| Total Workload | 122 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | To prepare the students to become communication professionals by focusing on strategic thinking, professional writing, ethical practice and innovative use of traditional and new media | 4 |
| 2) | To be able to create effective public relations plans using fundamental planning components that include situation analysis, public profile, objectives, strategies and tactics. | 3 |
| 3) | To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how public realtions works. | 3 |
| 4) | To be able to have the ability to explain and identify problems associated with the relationships between events and facts in the areas of public relations, persuasive communication, communication management, corporate communications. | 3 |
| 5) | To be able to analyze primary and secondary research data in the fields of perception and reputation management and corporate communication practices. | 3 |
| 6) | To be able to search, write, and design articles, newsletters, and fliers, brochures, and announcements, in styles and formats appropraite various audiences, mediums and settings. | 3 |
| 7) | To be able to apply the underlying theories of communication and the necessities of work safety to different types of public relations processes and campaigns. | 2 |
| 8) | To be able to develop creative and persuasive management skills in terms of reputation, employee relations, leadership and similar corporate practices. | 3 |
| 9) | To be able to take responsibility in an individual capacity or as a team in generating solutions to given scenarios which can occur in public relations processes. | 2 |
| 10) | To be able to understand how an organizational culture works and how employees and leaders create messages as a communication tool. | 2 |
| 11) | To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of public relations. | 3 |
| 12) | To be able to to use information, communication technologies and computer software with the required level of public relations, marketing communication, persuasive communication, communication management, corporate communications. | 3 |
| 13) | To be able to explain and describe business marketing activities, economics, business law and global business practices. | 3 |
| 14) | To be able to recognize national and international, social and cultural dimensions of public relations. | 2 |