ERIC Number: ED322543
Record Type: RIE
Publication Date: 1989-Nov
Teaching the Public Relations Case Studies/Campaigns Class.
Cottone, Laura Perkins
The public relations case studies/campaigns class entails teaching students how to die and then come back to life. As students must learn to take a critical look at complex public and social issues, teachers should create an environment in which the students feel comfortable with the process of psychological reconstruction. Students must be taught to "die"...to discard the "student" perspective and to adopt the perspective of a business executive who lives in a "pressure cooker." Instructors need to make students realize that every public relations decision reflects a moral or ethical stance. Ideally, students should prepare case studies of campaigns in one class, then create their own campaigns in a separate class. In preparing studies, students should ask critical questions about campaigns, gather data from public relations representatives, and be ready to field questions from other students. A course focusing solely on student campaigns would enable the students to work on more detailed projects. Students should follow a four-step plan, which includes research, planning, implementation, and evaluation of the campaign. Public relations competitions may prompt students to take their work more seriously, adopt a more professional attitude about it, and begin to move from student to practitioner. (Thirty-three references are attached.) (SG)
Publication Type: Speeches/Meeting Papers; Guides - Classroom - Teacher
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Speech Communication Association (75th, San Francisco, CA, November 18-21, 1989).