Public Relations and Interactive Media (RPP415)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| RPP415 | Public Relations and Interactive Media | 7 | 2 | 0 | 0 | 2 | 4 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | Turkish |
| Course Type | Compulsory |
| Course Level | Bachelor Degree |
| Course Instructor(s) | Elgiz YILMAZ ALTUNTAŞ elyilmaz@gsu.edu.tr (Email) |
| Assistant | |
| Objective | The purpose of this course is to ensure a base of knowledge so that the student can analyse and comment on with examples the developments of new technologies of information and communication, the appearance of social networks such as MSNBC, Facebook, Twitter, Friendfeed, Linkedin… etc, the appearance of new on-line channels, the user’s participation in the content production, the capacity to receive and send information faster and more effective, the capacity to reach the customers, the consumers, the target audience and the competitors faster. |
| Content |
1.st course: The definition of the interactive media and the comparison of the use of the traditional and interactive media in public relations 2.nd course: Social media and social channel 3.rd course: PR 2.0 and the formulation of the system of digital thought 4.th course: Blogs and the blogging 5.th course: The content management in social networks 6.th course: Forums, wikis and email groups 7.th course: Midterm exam 8.th course: Press release and feedbacks of RSS in the interactive media 9.th course: The online press office, the pod-casting and the optimization of the search engines 10.th course: Invitation of a specialist 11.th course: Viral public relations and the interaction with social groups 12.th course: New source of brands’ power: individual based examples 13.th course: The strategic public relations planning in interactive media 14.th course: Presentation of the homeworks |
| Course Learning Outcomes |
At the end of this course, the student will be able; ? To define the interactive media and to compare the traditional and the interactive media in public relations. ? To notice the difference between the social media and the social channel ? To define the concept “PR 2.0”; to discuss the passage “to follow the organizations which produce the contents” with “the individual who produces and who divides the contents” ? To evaluate the blogs and the blogging as new tools of communication and organisational reputation. ? To reach target audience with a correct strategy in social media ? To reach the present and potential target audience with forums, wikis and email groups. ? To define the new rules of writing and sending press releases and to discover the importance of the RSS’s feedbacks. ? To notice the importance of the online press offices and the optimization of the search engines ? To analyse viral dispersion and to stress the expressions and the key words used by the users. ? To notice the importance of pod-casting to send effective audio-visual contents to the users, to the target audience. |
| Teaching and Learning Methods | To learn the basic theories of communication by analyzing examples of the different communication areas and making comparisons between them. |
| References |
25ème Séminaire de l’Association des Publicitaires Internationaux (IAA), “Publicitaires au tableau!”: “Chacun sera célèbre un jour pour 15 minutes”, Notes des journées d’études, Mai 2010. BREAKENRIDGE, Deirdre (2008). PR 2.0: new media, new tools, new audiences, FT Press. DILENSCHNEIDER, Robert L. (2010). The AMA handbook of public relations [electronic resource], AMACOM, NewYork. SCOTT, David Meerman (2010). The new rules of marketing and PR, MediaCat Kitapları: digitalage, Kapital Medya Hizmetleri A.Ş., İstanbul. SOLIS, Brian (2009). Putting the public back in public relations : how social media is reinventing the aging business of PR, Upper Saddle River, N.J. : FT Press. Les périodiques académiques: Journal of Public Relations Research Public Relations Quarterly Public Relations Review |
Theory Topics
| Week | Weekly Contents |
|---|---|
| 1 | The definition of the interactive media and the comparison of the use of the traditional and interactive media in public relations |
| 2 | Social media and social channel |
| 3 | PR 2.0 and the formulation of the system of digital thought |
| 4 | Blogs and the blogging |
| 5 | The content management in social networks |
| 6 | Forums, wikis and email groups |
| 7 | Midterm exam |
| 8 | Press release and feedbacks of RSS in the interactive media |
| 9 | The online press office, the pod-casting and the optimization of the search engines |
Practice Topics
| Week | Weekly Contents |
|---|
Contribution to Overall Grade
| Number | Contribution | |
|---|---|---|
| Contribution of in-term studies to overall grade | 1 | 40 |
| Contribution of final exam to overall grade | 2 | 60 |
| Toplam | 3 | 100 |
In-Term Studies
| Number | Contribution | |
|---|---|---|
| Assignments | 2 | 20 |
| Presentation | 2 | 20 |
| Midterm Examinations (including preparation) | 1 | 50 |
| 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 | 10 |
| Toplam | 6 | 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 | 2 | 28 |
| Working Hours out of Class | 14 | 3 | 42 |
| Assignments | 2 | 3 | 6 |
| Presentation | 2 | 1 | 2 |
| Midterm Examinations (including preparation) | 1 | 5 | 5 |
| Final Examinations (including preparation) | 1 | 5 | 5 |
| Total Workload | 88 | ||
| Total Workload / 25 | 3.52 | ||
| Credits ECTS | 4 | ||