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University of Maryland, College Park

COMM352: Specialized Writing in Public Relations


Spring 2011
****This syllabus is subject to change at the instructor’s discretion****

Class Sessions:
Section 0201 Section 0301
Tuesday and Thursday Tuesday and Thursday
8:00 to 9:15 a.m. 9:30 to 10:45 a.m.

Location: EGR 3140 (Glenn M. Martin Hall, AT&T Teaching Theatre)

Instructor:
Rowena L. Briones, M.A.
Email: rbriones@umd.edu
Office Hours: 11:00 a.m. to 12:00 p.m. Thursdays (in SKN 2100)
4:00 to 5:00 p.m. Mondays (on Skype)
By appointment
Office: Skinner Building Room 2100

Instructor’s Social Media:


Twitter: @RLBriones (Class Hashtag: #COMM352)
Skype: RLBriones
Blog: http://prismaticperspectives.wordpress.com
LinkedIn: http://www.linkedin.com/in/rbriones
Facebook: http://www.facebook.com/rbriones
Foursquare: http://foursquare.com/rlbriones
Delicious: http://www.delicious.com/briones2
YouTube: http://www.youtube.com/rbriones2
Brazen Careerist: http://www.brazencareerist.com/profile/rowena-briones
PROpenMic: http://propenmic.ning.com/profile/RowenaBriones774

COURSE DESCRIPTION

This public relations advanced writing course introduces students to the role of new media,
and writing for new media, in the practice of public relations today. Through in-class and
external exercises and assignments, students expand their knowledge and hone their
writing skills. Students will be expected to have already learned public relations theory
(COMM350), communication theory (COMM250), basic skills in news writing (COMM231),
news editing skills (COMM232), and basic public relations writing (COMM351). This class
builds on these past courses as the groundwork to produce quality public relations
materials.

Prerequisites: Grade C or better in COMM 351; For communication majors only.

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LEARNING OBJECTIVES

The main purpose of COMM352 is to give students’ knowledge of the use and influence of
new media in public relations practice by expanding their ability to write using new and
traditional media platforms and tools. Specifically, this course offers students the
opportunity to:

 Improve their overall public relations writing skills;


 Learn the public relations uses, strengths, and weaknesses of various new media
communication technologies;
 Gain the critical analysis skills to effectively critique organizations’ new media writing
and use; and
 Produce quality written materials for a starter portfolio of new media writing and
analysis.

READINGS

Required Readings
 Associated Press Stylebook (2010) – either print or online subscription version
 Read a daily newspaper each day, preferably The Washington Post and/or The New
York Times, and come to class prepared to discuss major national and international
events covered by major media outlets.
 Required readings will be posted on Blackboard, instructor’s delicious site, or
distributed in class or through e-mail.

COURSE POLICIES

Communication With Instructor


Email is welcome and appropriate for minor questions or relaying brief (but necessary)
information to the instructor. More complex information related to class discussions or
assignments should be obtained through scheduled office hours or by appointment. The
instructor does not check email constantly and can take up to 24 hours to
respond to email. No grades will be given out via email. If you wish to discuss your
grades, use office hours or schedule an appointment.

Professionalism - Attendance, Participation, And Late Assignments


Treat this course as if it is your job to show up to every class meeting, on time and
prepared. Being prepared means having done the readings and writing assignments
completely and carefully, raising thoughtful questions, and contributing substantially to
discussion. Participation is expected regardless of work schedules and other commitments
and coursework, so be timely and courteous. You are expected to attend class at every
meeting, but if you have to miss course material for any reason, ask a peer to share with
you what you missed. Do not ask the instructor to send you lecture notes or instructions
on assignments. Attendance is expected at every class. If you miss class on the day of an
assignment, project, or in-class exercise, you will lose all of the points from that work.

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While absences will not be used in the computation of grades, the instructor will note them.
It is imperative that students attend each class in order to satisfy the in-class participation
and assignments required for satisfactory completion of the course. There will be graded
in-class activities without advance notice. Therefore, unexcused absences will affect a
student’s grade in the course if they impede the student’s ability to successfully complete all
the assignments and activities that are evaluated as part of the final grade.

Students who miss an assignment deadline due to illness or family emergency must notify
the instructor within one day of the exam or assignment in question. Failure to take an
exam or turn in an assignment at the scheduled time without explicit approval by the
instructor and without notification to the instructor within one day of the exam/assignment
will result in a score of 0.

Excuses for illness and emergencies require documentation from appropriate sources within
one calendar day of the student’s return to class. Appropriate sources include medical
professionals, obituaries, a receipt from the tow-truck driver, etc. All notes must include
phone numbers for verification. Written excuses will not be accepted after the third
calendar day, and the absence will be considered unexcused. If your absence will be longer
than three days, please notify the instructor by email or in person.

Any student expecting to miss an assignment, exam, or in-class activity must have
instructor approval at least one week in advance. If you must miss a class and have
discussed it with the instructor first, it is your responsibility to turn in early any assignments
that would have been due that day and find out early from classmates what you missed so
that you can come prepared to the next class. Do not email the instructor and ask what you
missed.

New Media and Technology Policy for Course


This class is unique in its focus on new media which is, by nature, somewhat public. Some
course communication will be conducted on COMM352’s personalized social networking site
on Ning (http://umdcommpr.ning.com). Each student is required to create a profile (My
Page) on Ning and to participate as directed by the syllabus and the instructor’s directions
in class.

ELMS and Blackboard will also continue to be a useful place to find materials. You will
receive an emailed invitation to join the Ning site that is an umbrella collaborative platform
for all COMM352 sections. You will be added as a member of our section so that you can
receive section-specific information from the instructor. The instructors are administrators
of the site and will moderate comments where appropriate.

While the course content and delivery includes new media platforms and tools, your use of
technology and new media should directly relate to class activities and discussions. Cell
phones and mobile devices should be turned off during class. Do not text or read e-mail on
mobile devices during class.

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In order to facilitate a classroom that is conducive for learning, computer use and Internet
access will only be made available for the purposes of in-class writing, research and particular
activities. Furthermore, it is expected that students show consideration for others’ questions,
opinions and feedback and afford each other a quiet venue through which to learn during
instruction as well as student and guest presentations. If you consistently talk during class,
sleep, use the computer for personal activities (e.g., IM, personal e-mailing, using the
Internet for non-class-related information, etc.), or disrupt the flow of class in any way, your
professionalism and participation grades will be lowered. Furthermore, I do not need to notify
you of your performance in this area.

Class Blog/Social Network Site Policy


It is expected that you follow these guidelines for class new media purposes:

1. You will write thought provoking posts displaying your ability to understand the
material, think creatively, and write content for a new media audience.
2. You will delete any comments that are unethical, disrespectful, or otherwise hurtful
toward a specific individual or a group.
3. You will respect different points of view even when they differ from yours. If you can
provide a critical, intelligent argument against someone’s opinion, you are open to
do so as long as you do not violate other guidelines (e.g., #2 and #4).
4. You will not personally attack any individual, group, or organization. Personal attacks
include hate speech, threats, or outright disrespect for an individual’s or group’s
culture, religion, race, ethnicity, disability, gender, or sexual orientation.
5. You will not violate domestic or international copyright laws. You will provide links
and/or citations to content you reference or include in your writing.

Late Assignments
Assignments must be turned in at the beginning of class on the day they are due. You are
expected to walk through the door ready to turn in your assignments. This is a sign of
professionalism. NO late assignments will be accepted. If you have an unexcused absence
on the day you are expected turn in an assignment or present, you will fail that
assignment.

In-Class Exercises
In-class exercises will be completed during class time and will not be announced ahead of
time. Exercises will hone creativity, teach relevant skills, and assess knowledge of the topics
and reading materials. Exercises may involve or test comprehension of readings, lectures,
grammar, spelling, or punctuation rules. If students are late or miss an exercise, they will
not be able to make them up.

Grammar, Punctuation, Spelling


This is an advanced writing course and, therefore, grammar, punctuation and spelling will
be rigorously assessed in every assignment and activity in this course. Points will be
deducted for errors in grammar, punctuation and spelling.

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Absences
Attendance is expected at every class. It is your responsibility to complete ALL assignments,
including in-class activities, quizzes, and major assignments on time. If you miss class on
the day of an assignment, project, or in-class exercise, you will lose all of the points from
that work. If you have an excused absence and you wish to receive credit for an
in-class activity, quiz or major assignment, you must check ELMS and complete
the assignment(s) by the end of the class period. I will not re-open assignments
to allow make-ups upon your return to class. Excused absences may include religious
observance, participation in university activities at the request of university authorities,
illness, or compelling circumstances beyond your control. You must provide evidence of
legitimate reason for absence. When you miss a class, please obtain notes and
assignments, etc., from other classmates. Do not email the instructor and ask what you
missed. Regardless of reason for absence, you will still be required to submit assignments
and exercises that are part of the final grade assessment by the due date.

UNIVERSITY POLICIES

Academic Integrity
The university has approved a Code of Academic Integrity available in full online at
http://www.inform.umd.edu/jpo/. In general, the Code prohibits students from cheating on
exams, plagiarizing papers, submitting the same paper for credit in two courses without
authorization, buying papers, submitting fraudulent documents, and forging signatures.
Listed below are some important clarifications of these acts:

 Cheating. Intentionally using or attempting to use unauthorized materials,


information or study aids in any academic exercise.
 Fabrication. Intentional and unauthorized falsification or invention of any information
or citation in an academic exercise.
 Plagiarism. Intentionally knowing or representing words or ideas of another as one’s
own in any academic exercise. You must identify every direct quotation by quotation
marks and include the source. Promptly acknowledge the source for material that
you use. Journalists want to double-check your sources anyway so you should get
into this habit now.
 Facilitating Academic Dishonesty. Intentionally or knowingly helping or attempting to
help another violate any provision of the university’s Code of Academic Integrity.

Honor Pledge
The University has a nationally recognized Honor Pledge, proposed and administered by the
Student Honor Council and approved by the University Senate, which reads: I pledge on my
honor that I have not given or received any unauthorized assistance on this
assignment/examination. For every writing assignment completed outside of class time,
please write, sign, and date the honor pledge on the cover page. If this does not appear on
assignments, I may meet with you to discuss why.

University Policy on Sexual Harassment


According to the University of Maryland Policy and Procedures on Sexual Harassment,
sexual harassment is defined as: (1) unwelcome sexual advances; or (2) unwelcome

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requests for sexual favors; or (3) other behavior of a sexual or gender-based nature. Please
consult http://www.president.umd.edu/policies/docs/vi-120a.pdf for more information on
policies, available resources, and contact information for incidents.

Incomplete Grades
The grade of “incomplete” is only provided if student work has been satisfactory and when,
because of illness or other circumstances, a student has been unable to complete a small
portion of course work, which can be subsequently completed within one academic
semester following the course semester.

Religious Observances
If you expect to miss class because of a religious observance during this semester, inform me
verbally and in writing within the first two weeks of the semester. You will receive an
opportunity to make up missed assignments.

Accommodations of Special Needs


The University of Maryland is committed to making reasonable accommodations to
individuals with disabilities that Disability Support Services has documented (Susquehanna
Hall on the 4th Floor; 301-314-7615). Please let me know about any special
accommodations for this course by contacting me within the first two weeks of class. If you
have a disability, it is your responsibility to let me know so that I may make reasonable
accommodations. If you need special testing arrangements, you need to make these
arrangements with DSS prior to the scheduled test. Obtain the necessary form(s) from DSS.
This is the student’s responsibility, not the instructor’s. If the instructor is not made aware
of the disability within the first two weeks of the semester, accommodations may not be
possible and the student will be subject to the same testing conditions as the rest of the
class.

H1N1 Flu Prevention and Preparedness


What you should do to prevent getting sick from the flu:
 Get vaccinated: young adults up to 25 are priority for new vaccine against this flu.
 Wash hands frequently with soap and water when possible.
 Cover nose and mouth with a tissue when coughing or sneezing. Use your shirt
sleeve or elbow to cover nose and mouth instead of your hands, if no tissue
available.
 Purchase and carry your own hand sanitizer, to use after each class and other public
areas.

What you should do if you become ill:


 Stay home when sick.
 Stay away from your classes and limit interactions with other people (self-isolation)
for at least 24 hours AFTER you no longer have a fever without fever-reducing
medication.

Because this class has an online component, I will send out instructions via e-mail about
how to proceed with class if we are unable to meet in person for any reason, including
H1N1 flu prevention or response efforts.

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MAJOR ASSIGNMENTS AND GRADING

Here are brief descriptions for the major written assignments in this course. More details
and grading rubrics will be posted on ELMS. They will also be discussed in detail in class. All
major assignments are to be uploaded onto ELMS unless otherwise directed.

Weekly Blog Posts


Every Thursday starting on Week 2, you will be responsible for posting a blog post onto our
class blog: http://umdsocialmediapr.blogspot.com. These weekly blog posts can be one of
the following:
 A reflection of the week’s readings, critically engaging the materials rather than
merely summarizing it. These posts should include how you can apply the readings
to real life;
 An observation of social media’s impact on PR. This can be a review of an article, a
personal anecdote, or something found in media and popular culture; or
 An examination of a new media technology. This can be done through case
examples, media stories, or articles found on the web.

In addition to posting the post on our blog, you must also upload a copy of the post onto
ELMS to receive credit. You are required to post 10 blog posts this semester, meaning that
you have 3 free weeks should you forget to post, get sick, have an excused absence, etc.
NO late blog posts will be accepted.

Posts will be graded on the following:


 Quality: Posts are substantive (thoroughly developed – roughly 300-500 words)
 Self-presentation: Post are well written (organization, grammar, spelling)
 Thought leadership: Posts demonstrate your understanding of the topic/issue
 Attribution: Posts link to all facts, figures, quotes and statements used
 Level of engagement: Post encouraged comments; you commented on others’ posts

Many thanks to Dr. Corinne Weisgerber at St. Edward’s University for originating the grading criteria for
this project.

New Media Case Study


Presentation
During the second week of classes, you will sign up to present to the class a case study of
how an organization utilizes a new media platform or tool (e.g., wiki, blogging,
microblogging). You are encouraged to choose a day with a topical focus that relates to
your past job experience, current internship, or future career field. The presentations will
be 7-10 minutes long and must incorporate multi-media or new media in some way
(PowerPoint, Prezi, SlideShare, YouTube, Internet, etc).

Students arriving late are not to disrupt presentations but are to remain quietly outside the
classroom until the speaker is finished. Anyone needing to leave early should inform the
instructor before class and sit near the door.

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Report
Write a 4-5 page, double-spaced white paper report on the new media case study that you
present. This paper should be written from the perspective of a public relations agency that
is recommending how organizations can use the new media technology. This paper should
include significant research (can be academic, trade, or popular press sources) on the new
media platform or tool in order to provide the client with a top-level, practical
understanding of the technology. Use the report to help potential clients understand how
organizations are using the technology, its potential strengths and weaknesses, and any
specific examples you can provide. You may use bullet points, charts, graphs, images, and
headings as appropriate to make the report readable and visually interesting.

Blog Post
In addition to the full paper, write a blog post on the new media platform or tool for the
class blog on Ning. This should be written in a significantly different style and voice than
the white paper. Include links where appropriate. Your classmates (current and future
public relations practitioners) are your audience for the post, so make sure it is written in
an accessible, interesting, and relevant voice for them.

Both the report and blog post are due one week after your selected presentation date.

Organizational New Media Analysis


New Media Communication Audit
Choose an organization to “audit” on its new media communication use (at least what you
can find externally). Write a 2-3 page summary report on how that organization is using
online tools to conduct public relations (e.g., communicate with its publics). How does the
organization use those platforms differently/similarly to communicate the same message or
about the same issue/event? What publics does the organization seem to be focused on?
What strengths, weaknesses, opportunities, or threats do you see with what they’re doing?

Recommendations of Organizational New Media Use


Building off the new media communication audit you conducted, demonstrate your learning
over the course of the semester by making recommendations for improved new media use
by the organization you chose. In order to offer a valid critique and substantive
recommendations, you must first have a thorough understanding of the organization, the
industry, and new media in the field. You will gain this knowledge through monitoring the
blogosphere and interviewing an influential blogger. Throughout the semester, you
will choose and monitor blogs that may impact the organization. The interview with the
influential blogger will help you to understand how the organization is viewed in the
industry, as well as how new media may be used to reach the organization’s publics. Make
a strong case that draws on evidence from readings, course discussions, cases/examples,
and outside sources. Write the 4-6 page report as if you were an external public relations
consultant for the organization. You may use bullet points, charts, graphs, images, and
headings as appropriate to make the report readable and visually interesting.

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Viral Video
Plan, shoot, edit and create a short video with the potential to “go viral.” Develop a concept
and script that fulfill a strategic need for your organization. Students will have the option of
working in teams of 2-4. The chosen media should be between 1-4 minutes long.

When we say online videos, we are not talking about television advertisements. They are
online videos that would be used for public relations purposes. Examples include:
commemorations, crisis responses, introductions (either staff, products, organizations, etc.),
promotions, calls to action, etc.

Some tips and technical notes:


 Use a Flip video camera or something similar to shoot your video. You may use your
own, or request to sign one out from the University.
 Prominently mention/show the organization so viewers know what the video is about
if unfamiliar with the organization
 You must include credits at the end that lists all team members (if working in a group)
 Any music or material used must be done so legally – provide credit for work used
 You will post the video on YouTube. Make sure to write a short description and
provide key words to tag the video. Our YouTube channel is UMDCOMM352 (the
password will be provided at a later date).

In addition, to hand in with the video file, you must write a one-page, single-spaced memo
that explains:
 The strategic need;
 What the organization hopes to gain from producing this media piece;
 Who the target audience is; and
 A breakdown of work by team member (if working in a group).

Many thanks to Kaye Sweetser from University of Georgia for originating this project.

MIDTERM: Writing Translations


During class on the day of the midterm, you will be provided with five official press
releases. You must choose two of these press releases to translate into different new media
forms. The same basic message (though obviously different amounts, detail, and style)
from the press release must be “translated” into the following forms for that organization:

1. Official website copy


2. Post for the organization’s blog
3. Post for the organization’s Facebook page
4. Twitter microblog post

You will also include a one-page, single-spaced memo to “management” explaining your
strategic choices for these translations.

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Final Exam
Your final exam will be held during finals period. The exam will be cumulative and will be an
application of all the assigned readings (even if we did not necessarily discuss them in
class), lecture material, and any material our guest speakers or other students contributed
in class.

Participation
Class discussions, in-class exercises and writing, and online engagement will provide the
venue for learning, feedback, and point accumulation toward your final grade. Participation
also means demonstrating that you have completed the assigned readings and that you are
playing an active role by contributing your thoughts, reactions, and opinions about the class
topic. Exercises may include quizzes, research assignments, practice writing exercises, and
peer evaluations.

Grading
Project Point Value My Grade
New Media Tool/Platform Presentation 50
New Media Tool/Platform Paper and Blog Post 100
New Media Case Study Total 150
New Media Audit 100
Recommendations of Organizational New Media Use: 150
Includes blog monitoring and influential blogger interview
New Media Technique: Viral Video 50
Organizational New Media Analysis Project Total 300
MIDTERM: New Media Translations 150
Final Exam 200
Weekly Blog Posts (10 posts at 10 points each) 100
Participation: Includes in-class exercises and writing 100
Grand Total 1000

Criteria
The instructor will evaluate work according to the criteria established in this syllabus in
addition to guidelines provided in class discussions and assignment descriptions. The
instructor will assign points for original work handed in according to the following system
(subsequent work may be evaluated more stringently if the instructor’s suggested edits are
not addressed in other projects).

The instructor will take into account the following when grading assignments:
 Accuracy of content
 Evidence of strategic, in-depth thinking and analysis
 Mechanics (e.g., grammar, spelling, punctuation)
 Organization of ideas and writing quality, such as flow, paragraph format, thesis
sentences
 Creativity
 Professional appearance
 Conformance to AP format, style guides, and the standards covered in class
 Conformance to assignment instructions

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Final grades will be based on accumulation of points. The following scale will be used:

966- 1000 = A+ 866- 899 = B+ 766 - 799 = C+ 666 - 699 = D+ 0 – 599 = F


933 - 965 = A 833 - 865 = B 733 - 765 = C 633 - 665 = D
900 - 932 = A- 800 - 832 = B- 700 - 732 = C- 600 - 632 = D-

Extra Credit
Students in this class may receive a maximum of 20 extra credit points throughout the
course of the semester, as opportunities will be announced as they arise.

Since UMD is a research institution, from time to time there may be opportunities for you to
earn extra credit by participating in research studies. However, there are no guarantees
that extra credit will be offered. Research studies must be completed in the Department
of Communication participant pool (i.e. SONA). You may receive 10 points for every
one hour of extra credit participation (10 points = 1 hour; 5 points = 30 minutes or less).
There are 2 types of studies: ½ hour studies (i.e., online survey studies) are
awarded 5 points, and 1 hour studies (i.e., in-person experiments) are awarded
10 points. You may accumulate a maximum of 10 extra credit points per semester for
completing SONA studies. Extra credit may not be made up, so you must participate when
it is available. These opportunities will be posted online at
http://umcommunication.sona-systems.com.

Please Note: Twenty extra credit points can significantly improve your grade. Thus, I adhere strictly to
accumulated point totals and I do not round up borderline grades. You are responsible for tracking your
grades on ELMS and meeting with me early in the semester if you are concerned about your grades.

Grade Appeals
If you have a question or problem with a grade or exam question, you have 48 hours after
the assignment is returned to you to seek an answer/possible change or the grade stands.
Issues will not be discussed during class time. Your question or appeal must be stated, in a
written letter, citing your position and why you feel the mark is incorrect. Turn the appeal
in to the teacher or e-mail within the stated time frame. You will be provided with a timely
response. The instructor reserves the right to lower grades if previously undetected
mistakes are discovered at any point in the semester. Do not ask for extra points or to have
assignments re-graded. It is unfair to your peers and unprofessional to ask for credit you
have not earned.

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CLASS SCHEDULE AND HOMEWORK
No “make up” projects are allowed if you miss the scheduled deadline
YOU WILL FAIL THIS CLASS IF YOU MISS A MAJOR ASSIGNMENT DEADLINE

Week Class Date Class Activities/Topics What’s Due That Day


Week Tuesday, INTRODUCTION TO COMM352
1 January
25

Thursday, NEW MEDIA AND OUR LIVES Student Information Sheet on


January ELMS
27
Week Tuesday, NEW MEDIA AND OUR LIVES PART II Complete New Media Fast
2 February 1
DUE: Bios and comments due
on course site

Thursday, PR AND NEW MEDIA OVERVIEW DUE: Blog post


February 3
Readings on ELMS

Week Tuesday, PR AND NEW MEDIA WRITING DUE: Blog monitoring report 1
3 February 8  Case study presentation:
Presentation sharing (e.g., Readings on ELMS
Slideshare)
Thursday, RESEARCH & ENVIRONMENTAL DUE: Blog post
February SCANNING
10  Case study presentation: Readings on ELMS
Wikipedia/Wikis
Week Tuesday, NEW MEDIA & PUBLICS Readings on ELMS
4 February  Case study presentation:
15 Location-based social
networking (e.g., Foursquare)
Thursday, NEW MEDIA & PUBLICS DUE: Blog post
February  Case study presentation:
17 Events (e.g., meetup.com) Readings on ELMS
Week Tuesday, RELATIONSHIP MANAGEMENT DUE: Name and contact info
5 February  Case study presentation: of blogger for interview
22 Social networking sites
Readings on ELMS
Thursday, RELATIONSHIP MANAGEMENT DUE: Blog post
February  Case study presentation: QR
24 technology (e.g., bar code Readings on ELMS
scanning)
Week Tuesday, MEDIA /BLOGGER RELATIONS DUE: Blog monitoring report 2
6 March 1  Case study presentation:
microblogging (e.g., Twitter) Readings on ELMS

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Week Class Date Class Activities/Topics What’s Due That Day
Thursday, MEDIA /BLOGGER RELATIONS DUE: Blog post for this week -
March 3  Case study presentation: Blogs choose and read 3-4 Bad Pitch
(e.g., Wordpress) Blog posts available here and
post about what you learned
from the posts about pitching
blogs (e.g., best practices,
worst practices, specific types
of writing, etc.)

Readings on ELMS
Week Tuesday, ORGANIZATIONAL VOICE DUE: New Media
7 March 8  Case study presentation: Communication Audit
Social media releases
Readings on ELMS

Thursday, ORGANIZATIONAL VOICE DUE: Blog post


March 10  Case study presentation:
Search engine optimization Readings on ELMS

Week Tuesday, EVALUATING NEW MEDIA Readings on ELMS


8 March 15  Case study presentation:
Social media analytics (e.g.,
Klout)
Thursday, MIDTERM: In-class exam – writing DUE: Blog post
March 17 new media translations – students
will be given two different clients and DUE: New Media Translations
for each client’s message, they must (In-class)
write in four different platforms:
(e.g., blog, Twitter, Facebook page,
Web site official statement). Students
must provide a brief memo to
management explaining their
strategic choices.
Week SPRING BREAK – NO CLASS Enjoy your break!
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Week Tuesday, ISSUE MANAGEMENT/CRISIS Readings on ELMS
10 March 29 MANAGEMENT
 Case study presentation:
Document management and
editing (e.g., Google Docs)

Thursday, ISSUE MANAGEMENT/CRISIS DUE: Blog monitoring report 3


March 31 MANAGEMENT
 Case study presentation: DUE: Blog post
Social media relations (e.g.,
Cision) Readings on ELMS

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Week Class Date Class Activities/Topics What’s Due That Day
Week Tuesday, NEW MEDIA LAW & ETHICS DUE: Blogger interview
11 April 5  Case study presentation:
Business/product reviews Readings on ELMS
(e.g., Yelp)
Thursday, NEW MEDIA & DIVERSITY DUE: Blog post
April 7  Case study presentation:
Social bookmarking/ news Readings on ELMS
sharing (e.g., Digg)
Week Tuesday, NEW MEDIA & INTERNAL Readings on ELMS
12 April 12 COMMUNICATION
 Case study presentation:
Intranet
Thursday, NEW MEDIA & INTERNAL DUE: Blog post
April 14 COMMUNICATION
 Case study presentation: Readings on ELMS
Livecast (e.g., Skype)
Week Tuesday, PUTTING IT ALL TOGETHER DUE: Draft of
13 April 19 Recommendations for
Organization’s New Media Use
Thursday, NEW MEDIA MANIFESTO DUE: Blog post
April 21  Case study presentation:
Photo/Art sharing (e.g., Flickr)
Week Tuesday, WRITING FOR NEW MEDIA Readings on ELMS
14 April 26 AUDIO/VISUAL PART I
 Case study presentation:
Audio sharing/podcasting
(e.g., Pandora)
Thursday, WRITING FOR NEW MEDIA DUE: Blog post
April 28 AUDIO/VISUAL PART II
 Case study presentation: Readings on ELMS
Video sharing (e.g., YouTube)
Week Tuesday, NEW MEDIA FOR HEALTH DUE: Script for Viral Video
15 May 3  Case study presentation: Text,
mobile technology and apps Readings on ELMS
Thursday, NEW MEDIA FOR THE FUTURE DUE: Blog post
May 5
Week Tuesday, WRAP-UP CLASS DUE: Viral Video onto
16 May 10 UMDCOMM352 YouTube
Channel

DUE: Recommendations for


Organization’s New Media Use
Week TBD FINAL EXAM PERIOD DUE: Final Exam
17

14