Public Relations Campaign Design(RPP401)

Course Code Course Name Semester Theory Practice Lab Credit ECTS
RPP401 Public Relations Campaign Design 7 4 0 0 3 6
Admission Requirements
Language of Instruction Turkish
Course Type Compulsory
Course Level Bachelor Degree
Course Instructor(s) Gaye Aslı SANCAR DEMREN (Email)
Objective The aim of this course is to guide students to conceive a public relations campaign by applying their theoretical knowledge.

In this course students will have the opportunity to practice real-life applications of their projects
Content The process of campaign design in strategic communication
Research / Planning / Implementation / Evaluation
Course Learning Outcomes At the of this course the student will be able to;

-Project a PR campaign with all its stages.
-Gather data and evaluate them.
-Lead and launch a PR campaign.
-Evaluate a campaign outputs .
-Present a PR campaign.
Teaching and Learning Methods Prentations
Practice of campaign design
Students' presentations
References Lecture notes.

BOBBITT Randy and SULLIVAN Ruth, Developing the Public Relations Campaigns: A Team-Based Approach, Boston: Pearson Education, 2004.

ÇINARLI İnci, Stratejik İletişim Yönetimi, İstanbul: Beta Yayınları, 2009.

GREGORY Anne, Planning and Managing Public Relations Campaigns, 2nd. ed., London: Kogan Page Ltd., 2000.

HENDRIX Jerry A. and HAYES Darrell C., Public Relations Cases, 7th. Edition, California: Thomson Wadsworth, 2007.

KENDALL Robert, Public Relations Campaign Strategies, 2nd. ed., NY: Addison Wesley Educational Publishers, 1996.

MATERA Fran R. ve ARTIGUE Ray J., Public Relations Campaigns and Techniques, MA: Allyn and Bacon, 2000.

MOREL Philippe, Les RP au Cas par Cas: Les Relations Publiques au Service des Relations Presse, Paris: Vuibert, 2002.

OLIVER Sandra, Public Relations Strategy, London: Kogan Page Ltd., 2001.

SMITH Ronald D., Strategic Planning for Public Relations, 2nd. ed., New Jersey: Lawrence Erlbaum Associates, 2004.

WATSON Tom ve NOBLE Paul, Evaluating Public Relations: A Best Practice Guide to Public Relations Planning, Research and Evaluation, London: Kogan Page, 2005.

YAYINOĞLU ERASLAN Pınar, Halkla İlişkilerde Araştırma, İstanbul: Birsen Yayınları, 2005.
Print the course contents
Theory Topics
Week Weekly Contents
1 Strategic communication management and running of a PR campaign / Steps of a PR campaign
2 Research (situation analyze, benchmarking, crisis and risk situations): Primary and secondary researches / SWOT and PEST analyses / Analysis of publics.
3 Planning: Time schedule (charts), budgeting
Practice Topics
Week Weekly Contents
1 Implementation: Determination of the objectives and publics / Determination of the strategies (proactive et reactive) and the tactics
2 Evaluation of the methods and outputs
3 Examples of strategic public relations campaign
4 Mid-term exam
5 Media relations
6 Pre-evaluation of campaigns
7 Presentation I (45 minutes of presentation on Power Point in the classroom. Print-out of the projects will be presented at the final exam)
8 Presentation II
9 Presentation III
10 Presentation IV
11 Presentation V
Contribution to Overall Grade
  Number Contribution
Contribution of in-term studies to overall grade 1 40
Contribution of final exam to overall grade 1 60
Toplam 2 100
In-Term Studies
  Number Contribution
Assignments 0 0
Presentation 0 0
Midterm Examinations (including preparation) 1 40
Project 0 0
Laboratory 0 0
Other Applications 0 0
Quiz 0 0
Term Paper/ Project 0 0
Portfolio Study 0 0
Reports 0 0
Learning Diary 0 0
Thesis/ Project 0 0
Seminar 0 0
Other 1 60
Toplam 2 100
No Program Learning Outcomes Contribution
1 2 3 4 5
1 Will have effective written and oral communication skills in Turkish X
2 Will have a thorough knowledge of at least two foreign languages X
3 Will be informed about art and culture, human rights, social, professional and ethical values, law and legislation, quality standards, and will be aware of their responsibility on these subjects X
4 Will have sufficient knowledge about social sciences, professions and sectors in communication and media, innovative and entrepreneurial practices X
5 Will have the ability to use, in an effective and creative way, the techniques and tools and information technologies necessary for interactive and conventional media, in the context of health and safety in the workplace X
6 Will have the ability to develop documentary and fictional content related to their field for interactive and conventional media; also the ability to produce and manage this content in group X
7 Will have the theoretical knowledge and ability to carry out and share scientific work on communication environments and processes of interactive and conventional media and on the individual and social outcomes of the latter X
8 Will have the knowledge of analysis and modelling techniques to analyse interactive and conventional media and the communication environments and processes X
9 Will have the ability to question and critically analyse developments and problems concerning interactive and conventional media and the communication environments and processes, will be aware of the public interest, social responsibility and the environment, will be sensitive to contemporary world’s and Turkey's current problems; will develop a libertarian, democratic, constructive and problem-solving approach X
10 They are familiar with the historical development processes of electronic, digital media and film; and the current developments in these fields
11 They learn sociological, cultural and aesthetic approaches in electronic, digital media and film
12 They learn the political economy of cultural industries, labour and production relations, analysis of marketing and consumption patterns.
13 They learn at a first level how to use the equipment necessary for the production of audio-visual content for TV, radio and digital media and of films in different genres
14 They gain experience in conducting creative activities in electronic, digital media and film; in producing and working in groups
15 They acquire theoretical information in the fields of public relations, advertising, integrated marketing communication and organizational communication X
16 They are familiar with the research, planning, implementation and evaluation processes in public relations and advertising; they can create campaigns, present them effectively and write reports X
17 They have knowledge of organisational communication, crisis and risk communication, reputation management, media relations, media planning, digital media management, brand management and interpersonal communication. They are able to carry out activities in these areas X
18 They use public relations and advertising strategies and tactics appropriate to the specificities of conventional and new media X
19 They are aware of legal regulations, ethical codes in public relations and advertising, and they remain faithful to them X
20 They are familiar with the different theoretical approaches regarding the social place, role and functions of journalism as a social institution and phenomenon; they are familiar with the process of producing information for conventional and digital media
21 They are familiar with the structural and technical specificities, management characteristics of conventional/mainstream media, as well as alternative media structures
22 They are familiar with the new conceptual and theoretical discussions emerging from interactive/digital media in terms of social sciences and humanities
23 They are familiar with the historical development of journalism in Turkey and in the world; they can analyse it in the context of social and political history
24 They have the ability to effectively use information technology, printing and publishing techniques; to write a press article using data collected on the web and on social media, to visualize this data and to publish it
Activities Number Period Total Workload
Class Hours 14 4 56
Working Hours out of Class 14 3 42
Presentation 14 2 28
Midterm Examinations (including preparation) 1 7 7
Final Examinations (including preparation) 1 6 6
Total Workload 139
Total Workload / 25 5,56
Credits ECTS 6
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