Miami University, Department of Media, Journalism & Film

STC 339:
Branding in
Politics
Day: Monday & Wednesday
Location: Bachelor Hall 254
Time: 8:30 a.m. - 9:45 a.m.

FALL 2021 - SECTION A

Course Description Dr. Phillip Arceneaux

This course overviews the central role of strategic Dr. Arceneaux brings
communication in the modern political and commercial arenas.
interests in political
It examines how political actors and institutions, for-profit and
nonprofit organizations, the press, and both domestic and and international
foreign publics interact. communication to
Miami. He explores
Course material explores how public relations, advertising, and political public
marketing fit into, and impact, the local, national, and global
schemes of political activities, ranging from election relations, international
campaigning, to legislative and executive policy making, public relations, international
diplomacy and nation branding. law, and cybersecurity.
Dr. Arceneaux’s
Beyond looking inside the political establishment, this course
consulting work
also explores external communications fundamentally
impacting the political process, such as special interest experience spans strategic communications
lobbying, corporate activism and social responsibility, civic across the U.S. Naval Academy, Department
advocacy and engagement, and journalism. of State, and Central Intelligence Agency.

After this class, you will be able to: Email: parceneaux@miamioh.edu

• Explain how organizations engage with key publics & stakeholders Twitter: @phil_arceneaux
in local, national & global political contexts.
Office: Williams Hall 147
• Identify how different media are used to manage public
perceptions & achieve desired political outcomes, ranging from Office Hours:
campaigning, to policy making, public diplomacy, nation • Mondays, 12:00 pm - 2:00 pm
branding, lobbying, tourism, etc.
• Apply theories & research in ways that contribute to • Tuesdays, 1:00 pm - 3:00 pm
governmental, for-profit, nonprofit, and social aspects of political • Wednesdays, 1:00 am - 3:00 pm
communication, broadly defined.
• Thursdays, By Appointment
STC 339: Branding in Politics

Course Textbooks:
Title: Political Public Relations: Concepts,
Principles, and Applications (2nd Edition)
Authors: J. Strömbäck & S. Kiousis
ISBN-13: 978-1138484054
• Brick & Ivy Store: TBD
• Routledge: $48 - $128
• Amazon: $14 - $116

Class Participation Policy. Because this is one of your major classes, it will take up a fair amount of
your time if you are to be successful. You are expected to turn in quality work on
time. You will be expected to think critically and offer insightful opinions on
discussion topics. To do this, you will have to attend every class period prepared.
If you do not actively participate in class discussions, your understanding of
concepts will suffer, and ultimately, your grade. While joining class virtually, all
students are expected to present themselves in a manner that reflects the
professional communication industry; this means joining class on time, cameras
on, not laying in bed, and adequately dressed to be viewed publicly.

Respect is an absolute requirement for this course.

Participation is essential to the learning process and reflects a percentage of
the course grade. In order to give everyone the opportunity for maximum
participation, a safe respectful environment must exist in the class for all
opinions and perspectives. At no time should there be any use of profanity,
disrespectful slurs, or aggressive volume used in discussion. This applies to
course guests and students. Surfing the Internet, playing games, and
tweeting, for example, are all disrespectful when done during a presentation
or lecture. We are all here to learn, and should be committed to listening,
processing, and respectfully responding to the statements made. Any
considered disruptive or disrespectful could result in being dismissed from
class and receiving an absence for the day.
STC 339: Branding in Politics

Course Grading Breakdown

News Release 1 assignments X 100 points = 100 points
Policy Position Paper 1 assignment X 100 points = 100 points
Press Conference 1 assignment X 100 points = 100 points
Midterm Exam 1 assignment X 150 points = 150 points
Final Exam 1 assignment X 100 points = 150 points
Grant Total: 500 points
500 TOTAL POINTS POSSIBLE IN THE CLASS
All assignments are for credit towards a college level course.
Submissions should be of an aspiring-professional level quality. All
work and assignments should be coherent and presentable. It is your
responsibility to check grammar, punctuation, and tone prior to
submission. First and last names should be listed on all submissions
(no nicknames). If having extreme difficulties submitting materials in
Canvas, please reach out to the instructor for assistance.

500 - 485 = +A 449 - 435 = +B 399 - 385 = +C 349 - 335 = +D 299 - 0 = F

484 - 465 = A 434 - 415 = +B 384 - 365 = +C 334 - 315 = +D
464– 450 = -A 414 - 400 = -B 364 - 350 = -C 314 - 300 = -D

Press Release Assignment: News management, referred to more commonly as media

relations, is a staple function of the communication practitioner, including in politics. In
order to reach larger segments of the public, political communicators make use of the
news media to further diffuse their message. A common tool for doing this is the press
release, often also called a news release. Students will write a one-page press release for a political
organization as prompted in Canvas. This assignment will total 1/5 of your total class grade.

Policy Position Paper: Politics is a multi-issue arena, with actors and organizations
have to take and articulate a particular position toward any given policy. A policy
position paper is a form of persuasive research writing intended for non-academic
audiences. Students will write a tw0-page policy position paper for a political
organization as prompted in Canvas. This assignment will total 1/5 of your total
class grade.
STC 339: Branding in Politics

Press Conference: A second news management tool of the communication

practitioner is the press conference. These common events pose live, in-the-
moment opportunities and challenges to articulating a message while
engaging directly with the press. There is no means to understanding how
to think on your feet other than getting exercise. Students will participate in
a mock-press conference, making opening statements and fielding
questions on a range of policy issues. This assignment will total 1/5 of your
total class grade.

Midterm & Final Exam: This course will include two exams to assess students’
comprehension of course material provided through lectures and the course textbook.
The exams will include roughly 30-50 multiple choice, matching, and short answer
questions. Each exam will total 30% of your total class grade.

There is no such thing as a “freebie” when it comes to absences or being late in

Absences & public relations. If you have missed an assignment without an official excuse, you
will receive a zero. Note that most assignments will be uploaded in Canvas, and
Late Policy all are due by the assigned date and time. All times are in Eastern Time.
Late work is not accepted without excused documentation.
If you have an excused absence, you may make arrangements to turn in your work early where
permissible. In an emergency, late work may be accepted with documentation. Religious holiday
conflicts with class should be submitted by the third week of class.
Excused absences are as follows: University Sponsored Events with at least 1 week prior notice and
documentation; Medical/Emotional/ Family Emergencies with appropriate documentation and
communication. All emergency absence documentation is due within two weeks of your return to
class. Make ups will not be given until documentation is received.

1. Class will be fun. Students should forward to the class and the assignments.
2. Everything will be useful and have a purpose. I promise not to assign busy
work.
Teacher - Student
3. Participation is required. You do not have to talk the most, but I expect
Agreement active listeners and participation.
4. Mature and respectful behavior is expected. This includes ARRIVING ON
TIME.
5. Electronics are allowed for CLASS-SPECIFIC PURPOSES ONLY.
6. I am here to help, but I expect you to check the syllabus and Canvas before
asking assignments/grade questions.
STC 339: Branding in Politics

Tentative Class Agenda for the Semester

Date Module Topic Readings & Other Materials

Week 1 Introduction &

Monday, August 23 Introduction Strömbäck & Kiousis Ch. 1
Syllabus
Wednesday, August 25

Week 2
Political Overview & Strömbäck & Kiousis Ch. 2
Monday, August 30 Communication Foundation Strömbäck & Kiousis Ch. 3
Wednesday, September 1

Week 3
Relationship Strömbäck & Kiousis Ch. 5
— Labor Day — Management Strömbäck & Kiousis Ch. 9
Wednesday, September 8

Week 4
Political Public Framing & Strömbäck & Kiousis Ch. 7
Monday, September 13 Policy Making Strömbäck & Kiousis Ch. 8
Relations
Wednesday, September 15

Week 5 News Management

Strömbäck & Kiousis Ch. 6
Monday, September 20 &
Strömbäck & Kiousis Ch. 10
Wednesday, September 22 Agenda-Building

Week 6
Election
Monday, September 27 Strömbäck & Kiousis Ch. 17
Campaigning
Wednesday, September 29
Political
Advertising
Week 7
Monday, October 4 Digital Advertising Strömbäck & Kiousis Ch. 17
Wednesday, October 6

Week 8
Monday, October 11 N/A Midterm Exam N/A
Wednesday, October 13

***Semester Agenda Subject to Change at any point in the semester***

STC 339: Branding Politics

Tentative Class Agenda for the Semester, Cont’d

Week 9
Monday, October 18 Lobbying Strömbäck & Kiousis Ch. 13
Wednesday, October 20
Political
Marketing

Week 10
Monday, October 25 Digital Marketing Strömbäck & Kiousis Ch. 17
Wednesday, October 27

Week 11 Public Diplomacy

Communicating
Monday, November 1 & Strömbäck & Kiousis Ch. 14
Foreign Policy
Wednesday, November 3 Nation Branding

Week 12
Corporate Social
Monday, November 8 Strömbäck & Kiousis Ch. 12
Activism Responsibility
Wednesday, November 10

Week 13
Strömbäck & Kiousis Ch. 15
Monday, November 15 Civic Advocacy Engaging Constituents
Strömbäck & Kiousis Ch. 16
Wednesday, November 17

Week 14
Press Press
Monday, November 22 N/A
Conference Conference
— Thanksgiving Break —

Week 15
Press Press
Monday, November 29 N/A
Conference Conference
Wednesday, December 1

Week 16
N/A Final Exam N/A
Final Exam

***Semester Agenda Subject to Change at any point in the semester***

STC 339: Branding in Politics

Grading:
Grades are a necessary part of college and lifetime assessment. They may be the output of a class, i.e. an indicator
of areas of strength or that need attention, but they are not the outcomes of a class.
• Output: What you do or put out to impact your target audience.
• As my target audience, I want to get you ready to graduate and enter the work force as com-
petitively as you can, so grades help the University know if you are progressing at a rate that
allows you to move through “the system.”
• Outcome: The effects your work has on an audience.
• You come to college to learn, so while grades may serve as a measuring stick to your readiness
to enter the professional workforce, the outcomes I am looking for are students are know more
after my class than they did before my class. That wholeheartedly transcends the hallow, 2-
dimension nature of grades.
College is not about the final grade, but the growth and knowledge you possess after the
fact. Your time and money aren’t buying you a piece of paper (output), they are buying you
knowledge and experience that makes you ready to compete in a fast-paced, real-world
workforce (outcomes). Your diploma is just a symbol telling the world what’s in your head
and in your heart.

“If it was easy, everyone would do it.”

Any negative feedback is challenging to receive, but you would not grow or get your money’s worth if you got an
“A” (professional) when it really is a “C” (average). Communications and public relations are one of the most
criticism/feedback-heavy professions; if you can’t handle the heat in a college setting, then the professional
communications kitchen may not be the place for you. Part of assessment is reviewing feedback and making a plan
for how to increase your professional skills. Therefore, after you review all feedback from me, I will discuss your
grade/feedback for 1 week after you receive it. Use my office hours or set up an appointment to discuss grades.

Evaluation of student work is based on 1) effort, 2) meeting assignment guidelines, 3) critical thinking, 4) creativity
and 5) mastery of course material. Work that meets guidelines, but is not yet at a professional mastery level, is
done on time and displays average involvement will receive a “C.” Higher grades necessitate a hard work ethic that
goes beyond assignment guidelines, involves critical analysis and creativity. An “A” means you have mastered the
concept to such a high level that you are ready to compete with that skill in the professional marketplace. To get a
satisfying job that you can succeed at is the goal of your work in this class. It is important to realize it is not the
amount of time you spend on your assignments that determines the worth, but rather the amount of quality time
you spend on the assignment.

DO NOT ask for grade adjustments unless an error has been made. Grades may be reviewed at the discretion of the
instructor, but this is NOT a right. Re-grading needs to follow the 1-week rule above.
STC 339: Branding in Politics
Academic Honor Code
Miami University is a scholarly community
whose members believe that a liberal
education is grounded in qualities
of character as well as of intellect.
We respect the dignity of other persons,
the rights and property of others, and the
right of others to hold and express
disparate beliefs. We believe
in honesty, integrity, and the importance
of moral conduct. We defend the freedom of
inquiry that is the heart of learning and combine
that freedom with the exercise of judgment and the
acceptance of personal responsibility.
Miami Code of Love & Honor:
• I believe that a liberal education is grounded in
qualities of character and intellect.
• I stand for honesty, integrity, and the
importance of moral conduct.
• I respect the dignity, rights, and property of
others and their right to hold and express dispar-
ate beliefs.
• I defend the freedom of inquiry that is the heart
of learning.
• I exercise good judgment and believe in
personal responsibility.
• I welcome a diversity of people, ideas, and
experiences.
• I embrace the spirit, academic rigor,
opportunities, and challenges of a Miami
Experience, preparing me to make the world a
better place.
• I demonstrate Love and Honor by supporting
and caring for my fellow Miamians.
• And because I Am Miami, I act through my
words and deeds in ways that reflect these
values and beliefs.
• With a deep sense of accomplishment and
gratitude, I will Love, Honor, and make proud
those who help me earn the joy and privilege of
saying,
"To think that in such a place, I led such a life."
Academic Dishonesty:
Academic dishonesty is defined as engaging or
attempting to engage in any activity that
compromises the academic integrity of
the institution or subverts the educational
process, including as a means to complete
or assist in the completion of an academic
assignment.
An academic assignment is defined as the
submission or presentation of any student
work for evaluation, grade, or academic
credit. This includes, but is not limited to, assignments in
courses, proficiency waiver exams, and portfolios of
research submitted to earn academic credit. This
definition applies to work submitted face-to-face or
through on-line or electronic means and work submitted
for face-to-face, hybrid, and on-line courses affiliated with
any of Miami University’s campuses and divisions.
Academic dishonesty includes, but is not limited to, the
following acts.
• Cheating
• Plagiarism
• Fabrication
• Unauthorized Collaboration
• Misrepresentation
• Gaining Unfair Advantage
Plagiarism:
Plagiarism occurs when a student claims originality for
the ideas or words of another person, when the student
presents as a new and original idea or product anything
which in fact is derived from an existing work, or when
the student makes use of any work or production already
created by someone else without giving credit to the
source. Plagiarism is the use of unacknowledged
materials in the preparation of assignments. The student
must take care to avoid plagiarism in research or term
papers.
For More Information:
Visit: https://miamioh.edu/policy-library/students/
undergraduate/academic-regulations/academic-integrity.html
STC 339: Branding in Politics

Academic Resources
• Miami University Libraries: Extensive library of digital resources where you
can search for books, newspapers, articles, scholarly journals, and more in
the digital database. Get direct help from a librarian through synchronous chat,
IM, text message or email on the Ask Us page. Double check your citations using
the Libraries' Citation Resources page. Find library guides to help you do re-
search on any subject.

• King Library: Houses Miami University Libraries' social sciences and humani-
ties collections. In addition to basic software such as Microsoft Office products, King Library provides users
with access to the Adobe Creative Suite, SPSS & Minitab, digital video and audio manipulation software as
well as various digitization tools in the Center for Information Management and a wide array
of technological equipment to checkout.

• Howe Center for Writing Excellence: Supports students in developing as effective writers in college,
and prepares graduates to excel as clear, concise, and persuasive writers in their careers, communities, and
personal lives. Provides free individual writing tutoring to all Miamians.

• Bernard B. Rinella, Jr. Learning Center: Organizes programs and services to help students with varied
academic preparation and backgrounds learn to do what is necessary to perform inside and outside the
classroom. These programs include a studying skills course, tutoring, workshops, supplemental instruction,
final exam preparation, and more.

• Student Success Center: Fosters student success in all populations across Miami University. The staff
work to connect students to resources on and off campus, as well as help students, create action plans to
resolve issues (personal medical, academic, familial or other) that affect their academic and/or social suc-
cess. The Student Success Center also provides a neutral place for students to talk through cross-divisional
questions and concerns, including academic options in all colleges and schools.

• American Culture & English Program (ACE): ACE provides international students with high-quality
English language instruction, a challenging and supportive intellectual environment, and the cultural and
co-curricular experiences necessary to develop strong English speaking and writing skills and to achieve
academic success at Miami University.

• English Language Learner Writing Center: Provides one-on-one consulting to Miami multilingual stu-
dent writers. Through collaborative peer interaction, supportive and well-trained consultants help stu-
dents, whose first language is not English, become more confident users of English academic language and
effective, autonomous writers across genres and disciplines.

• I.T. Help: If you have problems or questions about technology, Miami's IT Help Desk is here to support
you. You can call, chat or email for assistance and support. You can also check the Knowledge Base to find
step-by-step guides for resolving technical issues.
STC 339: Branding in Politics

Health & Wellness Resources

• Office of Student Health Services: Student Health Services, is aimed
at enhancing your learning experience on campus. Take advantage of what
they have to offer. You are invited you to explore their website to learn
about our services and costs, stop by our clinic at 421 S. Campus Avenue,
or call them at (513) 529-3000 if you have any questions or concerns.

• Office of Student Wellness: The Office of Student Wellness serves to

enhance the community by providing educational resources and services
that promote the health and wellness of Miami students. The office
coordinates programming initiatives, provides information, raises awareness, and influences policies. The staff includes
professionals and peer educators who can assist students on a wide variety of health related topics as our office strives to
provide information and knowledge that will result in healthy choices. HAWKS Peer Health Educators facilitate wellness
programs and staff our educational resource room, which contains brochures and educational materials on a variety of
health topics. The Office of Student Wellness is located in 102 Health Services Center (421 S. Campus Avenue). This
location also houses the Student Health Service and Student Counseling Service.

• Student Counselling Services: The Miami University Student Counseling Service provides primary (interventions
which educate/protect individuals in order to avoid problems prior to the development of signs or symptoms of
problems), secondary (interventions which identify persons in the early stages of problem behaviors and attempt to avert
the ensuing negative consequences by inducing them to cease their problem behavior through counseling or treatment),
and tertiary (interventions which strive to end problem behavior and/or to ameliorate their negative effects through
treatment and rehabilitation) level mental health interventions. The goal of these interventions is to assist students in
developing and maintaining healthy personal, emotional, and psychological functioning as they set and attempt to
achieve academic goals. Provision of all levels of interventions is achieved through maintaining a rich and current
professional environment consisting of expert staff and a vital and thriving training program for mental health
practitioners.

Melaine Sebastian Memorial

STC 339: Branding in Politics

Course Evaluation Policy

Miami University stresses the importance of high-quality teaching and its impact on student
learning and recognizes that there are differing professional views on the nature and utility of
evaluation of instruction. The University also recognizes that the responsibility of demonstrat-
ing teaching effectiveness rests with the faculty and the department.

Students are expected to provide feedback on the quality of instruction in this course by com-
pleting online evaluations. Evaluations are typically open during the last two or three weeks of
the semester, but students will be given specific times when they are open.

There is no denying Fall 2021 will be unique, but just because it is

not what we imagined does not mean that it cannot still be
rewarding and meaningful. What we will all need to be is patient,
understanding, flexible, and respectful.

You are expected to attend class, whether virtually or in-person. If

you at anytime become sick or symptomatic, send me an email
letting me now either you won’t be attending class or that you need
extensions on assignments. If you need to take a class off because you need a mental health
day, that is also completely fine; I do not need a formal excuse, just a heads up. If you are unwell
or experience COVID-19 symptoms, you need to be honest and upfront about it.

If and when we transition our class back to in-person, anyone opting to remain virtual is more
than welcome to do so. If you do attend class in person, a face mask or neck gaiter will be
mandatory. Barring special medical needs and accommodations, you will not be welcome on
campus, in Williams Hall, or in my classroom without a face mask. Students who cannot wear a
face mask due to medical or disability-related reasons should contact the Miller Center for
Student Disability Services. Further, you should maintain physical distancing at all times.

I know this will be difficult and a distraction to normal life, but every one of us must do our part.
This crisis has highlighted just how inter-dependent we are on each other for our health,
wellbeing, and safety. It is going to take all of us, working together, to make it day by day. I
promise I will always be available or make time to listen, be flexible, and do what I can to meet
you wherever you are at. I want us to thrive this semester, but bare minimum, we need to
survive physically and mentally.
STC 339: Branding in Politics

If you are a student with a physical, learning, medical and/or psychiatric

ADA disability and feel that you may need a reasonable accommodation to fulfill the
essential functions of the course that are listed in this syllabus, you are
Statement encouraged to contact the Miller Center for Student Disability Services at 529
-1541 (V/TTY), located in the Shriver Center, Room 304.

Title IX Statement
“No person in the United States shall, on the basis of sex, be excluded from
participation in, be denied the benefits of, or be subject to discrimination under
any educational program or activity receiving Federal financial assistance.”
- Title IX of the Educational Amendments of 1972 to the 1964 Civil Rights Act

Memes of Wisdom for this Semester

STC 339: Branding in Politics
STC 339: Branding in Politics

“To think that in such a place, I led such a life.”