Spring 2024 Syllabus

PRA 470 – Public Relations Case Studies

Tuesdays 4 to 6:45 p.m.
MKS 121

Contact Information
Christopher Trela / Artistic Assistant Professor of Public Relations and Advertising
Dodge College of Film and Media Arts / Chapman University
Cell: (714) 317-3771 / Email: trela@chapman.edu
LinkedIn
Office Hours
Tuesdays and Thursdays: 10 a.m. to noon & 1:30 to 3:30 p.m.
Other times to be arranged with student
Office: Becket 204 (across from the entrance to MKS/Dodge)

Course Description

Prerequisites, PRA 231, and public relations and advertising major, or public relations minor.
An intensive study of the application of public relations theory and principles to the problems
of business, non-profit, and special interest organizations. In this course, students will learn to
evaluate cases related to crisis public relations, community relations, international public relations
and other disciplines.

(Offered every semester.) 3 credits

1
Course Overview
When witnessing a story unfold in the
media, you may wonder if this was
generated through a PR campaign, or how
exactly did a particular company generate
so much media coverage for a product
launch? How did a nonprofit manage to
bring so much awareness to their campaign?
What exactly do PR firms expect a news
release to do for their client? You may even
wonder how big a budget is needed for
a successful PR campaign. Even though
a particular event generated maximum
significant viral buzz, did it really meet its
original objective?

This class will address all of these questions,

and more. Throughout the semester, you will
have the opportunity to review, discuss and
evaluate multiple PR campaigns in a variety
of disciplines.

Throughout this process, you will use the basic RPIE model (Research, Planning, Implementation,
and Evaluation) that will be discussed in the beginning of this semester and is explained in detail
in the textbook. You will apply the RPIE model to each case study that you evaluate. Ultimately, you
will gain an understanding of what constitutes a PR campaign and how to evaluate the strengths
and weaknesses of individual campaigns.

Course Objectives

• Understand the basic model that is used to develop, implement and evaluate public
relations campaigns.
• Apply that model in order to evaluate various PR campaigns in a multitude of PR disciplines.
• Create a knowledge base of various PR tactics across multiple disciplines that can be used
when planning a PR campaign.
• Determine what constitutes success for a PR campaign.

2
Text & Required Reading

“Public Relations Case Studies: Successes & Failures”

Authors: Hapney and Lovins. $79.99

The textbook will be used during many class sessions.

The textbook will be supplemented by articles and
PR case examples provided by Prof. Trela, including
selected supplemental Silver Anvil-winning Case
Studies from the Public Relations Society of America.

To purchase the digital textbook directly:

We will also have at least one guest lecturer who
will present and discuss their own successful PR
campaigns. You will use the RPIE model to evaluate CLICK HERE
those campaigns.
The textbook is also available to order
from the Chapman bookstore.

Course Activities & Requirements

Public Relations Case Reviews
There will be some team assignments. Working in teams of 2 to 3 students, you will complete
textbook chapter assignments, and you’ll have the opportunity to select cases from Silver Anvil
winners on the PRSA website. You will be asked to prepare a detailed outline or summary of those
campaigns, analyzing the strengths and weaknesses of the campaigns. There will also be
solo assignments.

PR In Action
For this assignment, you will select a recent/current campaign that is of interest to you and
conduct an analysis of current perceptions of key influencers, a review of the effectiveness of the
organization’s messaging and outreach as well as provide a review of best/worst practices based
on how a similar organization conducted their own campaign.

Strategic Plan/Presentation
As a finale to the class, you will have four to five weeks to develop (as a team of 3 to 4 students)
a strategic communications campaign for an actual local nonprofit organization. Using the RPIE
Model as discussed in class, you will develop a campaign with your team, and present your
campaign to the client, and to me, at the end of the semester.

3
PR Games
We will have several PR Games activities to be done in class. These will be team assignments on
various PR Case Studies topics. Students have told me they really enjoyed these assignments.

Class Overview

Most of the assignments – both individual and

team assignments – will be due the Monday
after being assigned (class is on Tuesdays,
assignments due on Mondays). This should give
me time to read your assignment and provide
feedback prior to our next class session.
There will be short reading assignments to be
completed on your own prior to each class.

I will post a schedule of weekly class topics

on Canvas. This schedule may be updated
due to the scheduling of guest speakers or
the introduction of new timely assignments.
However, I will provide you with regular
updates on what we’ll be covering in class.

Each student will receive individual points or

team points depending on the assignment.
These points will be posted on Canvas. Each
student will also write a final evaluation report
that details his or her understanding of Public
Relations Case Studies and evaluate various
aspects of the class structure.

NOTE: Points are accumulated over the

semester and that total corresponds to a grade.
Points do not represent a percentage grade
(930 points does NOT mean 93 percent).

4
Assignments & Points
Individual & Team Assignments Potential Points

Indiv./Team assignments: 7@50 350

Special Case Review 100

PR in Action 100

Strategic Plan 200

Final Evaluation 075

PR Games (7@25) 175

Total Potential Points 1,000

Grading Grade Points

Exceptional A 975-1000

A- 950 - 974

B+ 925 - 949

Very Good B 900 - 924

B- 875 - 899

C+ 850 - 874

Satisfactory C 825 - 849

C- 800 - 824

Unsatisfactory D+ 775 - 799

D 750 - 774

Minimum Passing D- 725 - 749

Failing F Below 725

5
Assignments & Points
To achieve an exceptional or “A” grade, students must demonstrate critical thinking, creativity,
persuasive reasoning, well-developed arguments, originality, thorough research (as appropriate),
good writing (no typos), proper and confident oral presentations, and pride in authorship.

Is it possible to have 1,000 points and not get an A? Yes. I also factor into the final grade your
participation in class (and how often your attention is focused on social media), your attitude, and
attendance habits (unexcused absences, leaving early or arriving late, etc).

Policies and Procedures

Classroom Atmosphere

I value a positive classroom environment where students feel

safe and want to contribute to discussions without feeling
pressured or afraid of failing. Students have told me they like
the fact that I am always positive and in a good mood. Those
traits can rub off on the class and make your experience in
this class a positive one. And the fact that I bring candy to
class doesn’t hurt either!

Student Feedback from Last Semester

“Being able to understand the methods and strategies these large corporations use to create and
evaluate their PR campaigns, gave me a great basis to understand what it means to put together a
campaign.”

“I thought the class structure was great! It was very collaborative and I got to know a lot of my peers
in the class. I thought the feedback on the assignments was super helpful and it made me think of
ways I could improve my future assignments.”

“This class exceeded my expectations of what I thought it would cover. I enjoyed how we went
beyond just reading the textbooks and completing assignments. The PR Games was very
beneficial, especially learning how to collaborate with groups and restrictions. I enjoyed the fun
and laid back attitude of the class, it really fostered experimentation and engagement.”

“I had a fantastic time. As a business major, PR classes made my highly stressful schedule a lot more
manageable and enjoyable. Thank you so much for an amazing class and experience. I always
knew that coming to class, I could challenge my creativity and bring out the side of me that I
don’t normally during my business class assignments.”
6
Attendance

You are expected to attend every class. If you miss two classes unexcused, I will deduct 25 points;
miss three classes, I deduct 50 points. If you must miss a class, please inform me ahead of time. I
can be very understanding if you have a valid reason (internship, illness, school activity, etc.).

2 missed classes = 25 points deducted

3 missed classes = 50 points deducted

Posting Assignments on Canvas

Assignments will be posted on Canvas shortly before

or during class. You will upload assignments
to Canvas.

When uploading your assignment, make sure the assignment is titled with your name and the
assignment (example: John Doe – Corp Case Study). If it is a group assignment, make sure ALL
group members names are on the assignment. PLEASE convert all assignments to a Word doc
(preferable) or a PDF. DO NOT upload a Pages doc. I use a PC and it does not like Pages docs.

I will provide feedback on assignments via email or on Canvas. Students are often surprised at the
detailed feedback, and have told me that is something they really like about this class.

Late Assignments

Assignments are due as directed by Prof. Trela, but I will accept late assignments for medical
reasons or other valid issues. Keeping to the due dates is important so that you do not fall behind
in class, or miss important information that might apply to the next assignment.

NOTE: Deadlines are important. All work must be turned in when due. In the business world,
missing a deadline can mean losing a client or even losing your job. Without my prior approval,
assignments missed will receive a zero.

7
Group Assignments

There are group projects in this course. Working in public relations and advertising is a highly
collaborative profession, and in the real world, there is no tolerance for team members who don’t
pull their weight on projects. Students should take responsibility to prioritize their group project
and share equally in deliverables.

I realize with group projects that it’s not always easy to schedule meetings, even virtually, but if
you meet once and agree to split up the assignment, complete your part of the assignment, then
regroup upon the entire assignment’s completion to make sure everything is done, it works
just fine.

Email Updates

I will send emails to provide updates on assignments, classes, changes, etc. so please check your
Chapman email regularly.

Laptops/electronic devices

When attending class, I normally suggest turning off and storing laptops, cell phones, and other
electronic devices during class—although your use of laptops during class is permissible when
you are researching and writing assignments in class, or taking notes. PLEASE do not abuse the
privilege by spending class time on social media unless it’s part of an assignment. It’s also rude to
our guest speakers.

Recordings

In this class, we may record the classes as needed (especially the final presentations). These
recordings will be made available only to students who are enrolled in the class or to the
organizations for whom you are creating campaigns. Video recordings will be available in Canvas.

Safety Protocols for On-Campus Instruction

In response to the current COVID-19 pandemic, Chapman University has developed the CU Safely
Back program (CUSBP) and mandatory safety measures. You can review this program at https://
news.chapman.edu/coronavirus. The University’s mandatory safety measures may be stricter than
local, state or federal guidelines and may be subject to change at any time.

8
Students are expected to adhere to the University’s safety measures while attending classes,
including when entering and exiting classrooms, laboratories, or other instructional areas.

Public Relations, Advertising & Entertainment Marketing Learning Outcomes

In mastering the curriculum of the B.A. in Public Relations, Advertising and Entertainment
Marketing students will:

1. Develop effective written, oral and visual communication skills.

2. Understand the strategic differences between and the varying tactics employed by public
relations, advertising and entertainment marketing and be able to apply them within a
comprehensive public relations or advertising plan.
3. Be able to think critically about the economic, social, technological, political, persuasive and
ethical factors that affect PR, advertising and entertainment marketing decision-making.

Academic Integrity Policy

Chapman University is a community of scholars which emphasizes the mutual responsibility of all
members to seek knowledge honestly and in good faith. Students are responsible for doing their
own work, and academic dishonesty of any kind will not be tolerated anywhere in the university.

Generative AI Policy

Chatbots or generative AI tools may offer

useful information. However, students are solely
responsible for the accuracy and authenticity
of the material that the Chatbot generates in
response to their prompt or AI query. It is the
student’s responsibility to verify the accuracy of the
information provided and to use that information
in ethical ways that avoid academic integrity issues.
Students should also be aware of the inherent bias
that may be manifested in generative AI responses
and need to think critically as they analyze the
information provided. To stay in compliance with
university policies on academic integrity, a student’s
use of AI tools must be properly documented and
referenced in the citation style of your
chosen discipline.

9
The use of generative AI tools (e.g., ChatGPT, Dall-e, etc.) is permitted in this course for the
following activities:

• Brainstorming and refining your ideas.

• Fine-tuning your research questions.
• Finding general information about the topic.
• Drafting an outline to organize your thoughts.
• Checking grammar, writing conventions, and/or style.

The use of generative AI tools is not permitted in this course for the following activities:

• Using the AI tool to compose a response to discussion board prompt or to enter content into a
chat in a classroom context (e.g., Zoom).
• Completing your specific task for assigned group work.
• Writing a draft of a writing assignment.
• Writing entire sentences, paragraphs, or papers to complete class assignments.

If you have questions about whether a specific AI tool is permitted, please ask me for clarification
prior to turning in classroom or research assignments. Should I determine that an assignment has
used generative AI tools in unauthorized ways, I will ask you in for a conference. Repeated offences
may be brought before Chapman University’s Academic Integrity Committee for final arbitration.

Students with Disabilities Policy

In compliance with ADA guidelines, students who have any condition, either permanent or
temporary, that might affect their ability to perform in this class are encouraged to contact the
Office of Disability Services. If you will need to utilize your approved accommodations in this class,
please follow the proper notification procedure for informing your professor(s). This notification
process must occur more than a week before any accommodation can be utilized. Please contact
Disability Services at (714) 516-4520 or (www.chapman.edu/students/student-health-services/
disability-services) if you have questions regarding this procedure, or for information and to make
an appointment to discuss and/or request potential accommodations based on documentation of
your disability. Once formal approval of your need for an accommodation has been granted, you
are encouraged to talk with your professor(s) about your accommodation options. The granting
of any accommodation will not be retroactive and cannot jeopardize the academic standards or
integrity of the course.

10
Chapman University’s Equality & Diversity Policy:

Chapman University is committed to ensuring equality and valuing diversity. Students and
professors are reminded to show respect at all times as outlined in Chapman’s Harassment and
Discrimination Policy:

https://www.chapman.edu/faculty-staff/human-resources/_files/harassment-and-discrimination-
policy.pdf.

Any violations of this policy should be discussed with the professor, the Dean of Students, and/or
otherwise reported in accordance with the policy.

Chapman University is committed to creating and maintaining a community where all individuals
who participate in University programs and activities can achieve their academic and professional
aspirations free from harassment and discrimination, including sexual harassment. In furtherance
of the University’s commitment in maintaining an environment that encourages an educational and
work environment free from all forms of prohibited discrimination and harassment, the University’s
administration, faculty, staff, and students are each responsible for creating and maintaining
an environment conducive to work, study, and learning and for cooperating with University
Officials who investigate allegations of policy violations. Harassment and discrimination, in any
form prohibited by this policy, impedes the realization of the University’s mission to provide an
education of distinction in a dignified and respectful learning environment.

When the University becomes aware that a member of the University community may have been
subjected to discrimination and/or harassment based upon their protected class, the University
will take prompt action reasonably intended to stop any form of harassment, discrimination, and/
or related retaliation, eliminate any hostile environment, prevent its recurrence and as appropriate,
remedy its effects.

Chapman University prohibits of any form of harassment, discrimination and/or related retaliation
in admissions and access to, and treatment in University employment, educational programs
and activities, based upon an individual’s race, color, religion, sex, gender identity, gender
expression, pregnancy, national origin, ancestry, citizenship status, age, marital status, physical
disability, mental disability, medical condition, sexual orientation, military or veteran status, genetic
information, or any other characteristic protected by applicable state or federal law, so that all
members of the community are treated at all times with dignity and respect.

11
Accordingly, such discrimination or harassment is prohibited and violates University policy and
will not be tolerated. Furthermore, any form of retaliation against anyone who in good faith brings
a charge of harassment or discrimination, supports an individual bringing a complaint, otherwise
reports harassment or discrimination, or participates in an investigation under this policy is
prohibited by University policy and state and federal law.

Student Support at Chapman University

Your mental health is important, and vital to your success not only in this class but at Chapman
University. The Pandemic brought a lot of mental health challenges to the forefront, especially
anxiety and stress. Chapman University has wonderful resources you can use to help you cope with
any mental health issues you may experience.

Over the course of the semester, you may experience a range of challenges that interfere with your
learning, such as problems with friend, family, and or significant other relationships; substance
use; concerns about personal adequacy; feeling overwhelmed; or feeling sad or anxious without
knowing why. These mental health concerns or stressful events may diminish your academic
performance and/or reduce your ability to participate in daily activities. You can learn more about
the resources available through Chapman University’s Student Psychological Counseling Services
here: https://www.chapman.edu/students/health-and-safety/psychological-counseling/

Fostering a community of care that supports the success of students is essential to the values
of Chapman University. Occasionally, you may come across a student whose personal behavior
concerns or worries you, either for the student’s well-being or yours. In these instances, you are
encouraged to contact the Chapman University Student Concern Intervention Team who can
respond to these concerns and offer assistance: https://www.chapman.edu/students/health-and-
safety/student-concern/index.aspx

While it is preferred that you include your contact information so this team can follow up with you,
you can submit a report anonymously. 24-hour emergency help is also available through Public
Safety at 714-997-6763

Syllabus Revisions

I reserve the right to make further changes to the course/calendar/syllabus. I will give you advance
notification regarding any changes.

12
13