ERIC Number: ED186314
Record Type: RIE
Publication Date: 1980-Apr-28
Reference Count: 0
Using Publicity As an Element of the Promotion Mix.
Henderson, Roy D.
The report describes procedures for teaching and administering a one-week course in publicity in a Principals of Marketing course at the University of Wisconsin-Stout. Emphasis is on helping college students develop communication skills. A major objective is to help students be aware of the public's general lack of understanding of the free enterprise system and to teach them how to communicate with the public. Goals are to generate specific points of private businesses' positive social contributions and to develop and publish a news release item. Groups of six students work with a business firm on a problem confronting the business relating to promotion or public relations. Two lessons focus on the need to communicate and suggestions on how to communicate. Section I emphasizes student awareness of the need to communicate. Activities include a pretest, film viewing, and reading. Section II focuses on writing and marketing a news release. Activities include reading and discussion, and assigning each student a mini-project of writing and publishing his/her own press release. Each lesson plan includes time allotment, objectives, references, learning activities, and all related handouts. Emphasis throughout is on student-business involvement and cooperation. A short bibliography concludes the document. (CK)
Publication Type: Reports - Descriptive
Education Level: N/A
Authoring Institution: N/A
Note: Section on "Student involved in marketing project" removed by ERIC due to poor reproducibility; Not available from EDRS in paper copy due to fading ink throughout original document.