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THE GUIDANCE OF TEACHING PROGRAM

Postgraduate Program of The London School of Public Relations-Jakarta


Revision: 00

Course Subject

ESPRP01 Strategic PR
Planning

Teaching Team

Sriati Rusmin (Course


Coordinator
sriati@mavenindonesia.com);

SCU

4 credits

Valid date

1 November 2014

Pre-requisites

NONE

Syllabus designed by

Sriati Rusmin M.Si

No.

Category

Course
Description

Learning
Outcomes

Description
This Strategic PR Planning course focuses on the students ability to be Communication practictioners who can
produce Strategic PR Planning for their organizations or clients all the time. Not many of them has the skill and
background knowledge to produce one that is comprehensive, proper and operationable or has the right and
systematic flow from beginning to the end of plan. This subject will provide students with guide for a solid plan as is
common in the PR/Communication industry.
After completing this Strategic PR Planning course, students are expected to be able to:
L1. Understand :a. what Strategy & Planning are, why they are important, theories they are based on; b. Business or
Organizational strategy on which PR Strategy will derive from; c. the 4 Phases and 9 steps Process & d.the Formative
Research that is critical to setting a Strategy;
L2. Set up Goals and Objectives; Formulate response strategies and actions; & Practice and be tested on their
knowledge and analyzing skills;
L3.
Broaden
their
knowledge
with
practices
in
different
institutions;
&
Design effective core and related messages;
L4. Define effective communication plan of actions; Develop a comprehensive PR schedule & a crisis communication

No.

Category

Grading

Assessment
component

Description
plan;
L5.; Integrate PR planning into marketing programme or vice versa; & Develop appropriate study to evaluate result
and assess the future condition
In general, after completion of this course, the student is expected to be able to be familiar with logical steps in
Communication Strategy (research > analysis > plan > implement > evaluate) and bring those to a workable strategic
plan.
A : 90-100; A- : 85-89.99; B+: 80-84.99;B: 75-79.99; B-: 70-74.99; FAIL: Below 70.00
No. Component
Percentage CILO
1. Weekly Post Quiz
5%
CILO1
2. Twice weekly Group Discussion
5%
CILO1,2,3
3. One (1) Group assignment
10%
CILO2,3,4,5
4. Two (2) Individual assignments
10% ** CILO2,3,4,5
5. Midterm Exam
30%
CILO1,2
6. Final Exam
40%
CILO1,2,3,4,5
----------------------------------------------------------------TOTAL Grading
100%

Due date
End of every week*
Every Wed and Sat 1500pm WIB
End of week 9, Sat 20Dec2014*
End of weeks 5&14,Sat22ndNov2014& 7thFeb2015*
Sat13th Dec 2014 (on campus)
Sat21st Feb 2015 (on campus)

All online materials are accessible from elearning.lspr.edu website


Assignments are all submitted online from elearning.lspr.edu website
* Saturday at 2350pm WIB
** Each Individual assignment is graded at 5% each towards final grade
Lecturers will be available for a live online chat session with students for 30 minutes during the following timeslots

Lecture live
chat

Day
Wednesday
Saturday

Consultation slot
20.30pm to 21.00pm WIB
20.30pm to 21.00pm WIB

Chat is accessible from elearning.lspr.edu website

No.

Category

Class policies

Description
Students are expected to,
Complete 100% every weekly activity: Pre & Post quizzes, practices quizzes, View class video, audio, transcript,
presentation slides, Twice weekly Group discussion assignments before the end of every weekly session
(Saturday midnight 23.59pm)
Participate in group forum discussion and twice weekly chat regularly.
Plan on obtaining any notes, announcements, and so on from their fellow class mates, in the event of
emergencies.
Arrive to class on time for each on campus session. On campus sessions will begin promptly, and tardiness is an
interruption that is both rude and distracting for both the instructor and students. Note that any information students
miss as a result of being late is their responsibility.
Absence policy
Student who do not complete 100% of every weekly activity before the due date, will be considered not present
in that session (absence).
The maximum number of zero absence in this course is four (4) times.
If the student has four or more absence, the student will not be allowed to take the final exam.
Hence the failed student will have to retake the course in future semesters to pass the course.
For on campus session, to provide a classroom that is conducive to learning, please refrain from,
Answering cell phones or replying to text messages
Engaging in conversations with fellow classmates outside of the scope of the class
Any other disruptive behaviour

Peer review

Academic dishonesty in any form will not be tolerated. Students are encouraged to become familiar with the LSPR
Code of Conduct as they relate to academic dishonesty/cheating.
All assignments are due on the date specified in the discussion with the lecturer.
Students may, however, turn in any assignment in advance of the due date.
Only important topics will be discussed in class, and it is the students responsibility to read other related topics.
To ensure fairness in grading of group assignment, students will be requested to conduct anonymous peer review
every end of the semester/ course. Students are encouraged to grade their group peers fairly using an online matrix

No.

Category

Description
that covers individual contribution towards group discussions and group assignments.

Class
Environment/
Policies

Description of
Teaching
Method

10

Academic
Honesty

11

Anti-

In order to achieve previously identified course objectives, we will follow an interactive class format. Students are
expected to come to class on time, take notes and prepare the assigned class material for each session by doing
some readings and/or case studies.
In the interest of providing a meaningful learning experience and creating and exciting class environment, students
thoughtful participation is required, whereby students own experiences, comments, anecdotes ought to be shared,
including relevant issues and question raised in class.
Considering the intensive nature of this module and heavy emphasis on class discussion and interaction,
attendance of all sessions and class participation are necessary for a successful completion of this
course.
The course method will consist of lectures, facilitation, presentations, assignments and paper submission. The lecturer
organizes, supervises and facilitates the class as well as conduct lectures in the first few meetings. The students will
then be asked to lead class discussions and make report presentations. For their own benefit, students are expected
to read the assigned chapter(s) prior to the pertinent class sessions, and optional reading (choices from suggested
reference books or other related PR books).
Short case studies that illustrate the complexities of Corporate Communications management and invite students
to apply their ideas in practical problem solving.
Classroom participation is expected and required. This will be evaluated using a self-evaluation format.
Group assignment with the objective of getting a deeper understanding into some important concepts and
applications. With this assignment, students will have to analyze Corporate Communications management case
studies and present professional presentation. Group participation is expected and will be evaluated using a group
& self-evaluation format. Assessment is based on the quality of group assignment, contribution to the coursework,
and involvement in the class. It must be noted that group assignment means members of the group are to work as
a team, and there should be no free riders!
Any type of activity that is considered dishonest by reasonable standards may constitute academic misconduct. The
most common forms of academic misconduct are cheating and plagiarism. All instances of academic dishonesty will
result in a grade of zero for the work involved.
All assignments will need to have a signed declaration on the 2nd page (after the cover) that the material submitted is

No.

Category
Plagiarism
Policy

Description
the students own work and that all work taken from other sources is properly acknowledged.
Use this wording on the 2nd page of each report :
I certify that the attached assignment is my own work and that any material obtained from other sources has been
acknowledged.
I grant permission to the London School of Public Relations to make copies of assignments for assessment, review
and/or record keeping purposes. I note that the London School of Public Relations reserves the right to check my
assignment for plagiarism.
Signed Date
Penalty for students who performed plagiarism: FAILED from the subject.
1st / cover page:
Course title
Topic title
Student Name:
NIM:
Class:
Concentration:
Lecturer name:
Sekolah Tinggi Ilmu Komunikasi
eLearning Postgraduate Programme of LSPR
City, Month, Year
2nd page:
I certify that the attached assignment is my own work and that any material obtained from other sources has been
acknowledged.

No.

Category

Description
I grant permission to the London School of Public Relations to make copies of assignments for assessment, review
and/or record keeping purposes. I note that the London School of Public Relations reserves the right to check my
assignment for plagiarism.
Signed Date
PGP applied APA (American Psychological Association) as references system for all paper work in each subjects
(latest version is 6th Edition, 2010).

12

Referencing

13

General
Policy

14

Attendance
Policy

15

Online
Etiquette

1.
2.
3.
4.

Worldwide accepted International/ national conferences and reputable journals.


Up dated revisions.
Easy for students: Students will learn while practicing this references before doing thesis.
Easy to learn : www.apastyle.org and feel free to come to the Thesis Depart. (on the 9th floor with Ms.Sari/Hani)
and ask for softcopy file.

Students must abide by policies in the LSPR Student Handbook, and the Basic Graduate Student Responsibilities.
Students are expected to log in and participate as part of their learning in the course. Instructors establish specific
policies relating to absences in their courses and communicate these policies to the students through the course
syllabi. Individual instructors, based upon the nature of the course, determine what effect excused and unexcused
absences have in determining grades and upon students ability to remain enrolled in their courses. LSPR reserves the
right to determine that excessive absences, whether justified or not, are sufficient cause for institutional withdrawals or
failing grades.
It is expected that students in this class will conduct themselves with good sense, courtesy, and dignity in all courserelated activities. This includes your behavior towards other students and the instructor. Inappropriate language or
flaming will not be tolerated and can negatively affect your grade.
It is imperative that students in an online environment exhibit proper online etiquette and appropriate online behaviors.
Students deemed to exhibit inappropriate online behavior may be dropped from the course.
Students are expected to participate in all discussions and virtual classroom chats when directed to do so. Students
are to be respectful and courteous to others in the discussions. Foul or abusive language will not be tolerated.

No.

Category

Description
Discussion, chat, and e-mail spaces within this course are for class purposes only, unless otherwise stated. Please
remember to conduct yourself collegially and professionally. Unlike in the classroom setting, what you say in the online
environment is documented and not easily erased or forgotten.
The following guidelines apply:
Avoid using ALL CAPS, sarcasm, and language that could come across as strong or offensive.
Use proper punctuation, grammar and be sure to edit your contribution before posting.
Read all postings before posting your responses to discussion topics so as to not unnecessarily repeat information.
Keep chat comments brief and to the point.
Focus on one topic at a time when chatting or posting to discussions.
Remember that unlike in face-to-face learning environments what you say in discussions and chats is documented
and available to be revisited. Choose your words and discussion topics carefully.
E-mail should only be used for messages pertaining to the course. Please refrain from sending forwards, jokes, etc.
within e-mail.
The majority of online class time is spent posting opinions and sharing information. Therefore, it is very important to
communicate with courtesy and professionalism. Professional Courtesy includes respecting others' opinions, being
courteous and respectful, and working together in the spirit of cooperation. Sexist, heterosexist, and racist language
should not be used when communicating in the course. Slang should not be used in the discussion posts. The same
guidelines for professional communication in the classroom apply to content that a student references in a discussion
or assignment. Please make sure that all content that is brought into the online classroom is professional in nature. If a
student links to material that is non-professional, derogatory, pornographic, or promotes personal opinion (such as
political or religious agenda) the link will be deleted and the student may be subject to further disciplinary action.

16

Communicati

Since we cannot see each other in the online environment, it is hard to tell if a writer is bashful, bored, sarcastic, angry,
or just kidding. Therefore, when you critique your classmates, please proof-read your responses carefully before you
post them. Refrain from slipping into arguments. Be sensitive and positive in your approach to others, and careful with
your words. You are encouraged to visit the following websites and review proper communications in the electronic
format:
www.albion.com/netiquette/
www.bspage.com/1netiq/Netiq.html
All emails or discussion postings will receive a response from your professor within 48 hours.

No.

17

18

Category
on
Expectations
and
Standards

Description
You can send email anytime that is convenient for you. Lecturer will check their email messages during the day
throughout the work-week (Monday through Friday) and will respond to email messages during the work-week by the
close of business (5:00 pm) on the day following their receipt of them. Emails received by lecturer on Friday will be
responded to by the close of business on the following Monday.
When sending email, use your lspr.edu email address. Lecturers have the right to Not respond to emails that are,
a. Non-lspr.edu, as there is no way to authenticate the sender. Make sure students include your name, title of the
course, time of the course and a brief reason for your email in the subject line.
b. Without a subject line. Take the time to use proper spelling and grammar in your email. You are contacting your
lecturer, NOT a friend. This is professional email addressing a specific concern related to your education. Take
responsibility for your concern and address me in a professional manner. Lecturers will always address you with
the same professionalism and courtesy.
c. With improper/bad : grammar, spelling and/or basic professionalisms or courtesies.

Submission
and
Collection of
Assignment

In regards to the given Individual and Group assignments, students are expected to,
Submit all assignments before or on the due date specified in the discussion with lecturer.
Late submission will be penalized by -3 (minus three) per day deducted from your score.

Learning
Support

Students should first email the LSPR S2 Online Program Helpdesk at Lsprs2@harukaedu.com for learning or
academic issues with accessing your online course or call at +62 858 177 03214
The helpdesk is available 24 hours a day/7 days a week via email or whatsapp.
The helpdesk strive to respond to any email or whatsapp based query within 24 hours.
For callers, the telephone line is available during office hours, Monday to Friday: 0900am to 1700pm.

Course Outline (CILO: Course Intended Learning Outcomes)


Week

CILO

Session topic

CILO1

Introduction to Strategic PR Planning: Overview of


the course. Covering: Course overview, Study method,
course assignments, References, Grading System

CILO1

Session topic:
Understanding Public Relations Context

Method*

Media

Duration
(hour)

P, D, Q&A

On
Campus

2.5

TBD

Internet

2.5

TBD

P, D, Q&A

References

Week

CILO

Session topic

Method*

Media

Duration
(hour)

P, D, Q&A

Internet

2.5

TBD

P, D, Q&A

Internet

2.5

TBD

P, D, Q&A

Internet

2.5

TBD

References

Subtopics / Video topics:


1. What is PR?
2. Who needs PR?
3. History of PR
4. How to do it in PR?

Session topic:
The 4 Phases PR Planning Process
3

CILO1

Subtopics / Video topics:


1. The purpose of developing PR plan
2. First thing first: Do your homework
3. Define your campaign goal
4. Identify your media target

Session topic:
What Required To Be PR Professional

CILO1

CILO1

Subtopics / Video topics:


1. Job description
2. Job activities
3. Knowledge requirements
4. Skill & abalility requirements

Session topic:
Internal Communication: The First Step in A Successful
PR
Subtopics / Video topics:
1. Internal PR: Why matters?

Week

CILO

Session topic

Method*

Media

Duration
(hour)

P, D, Q&A
Individual
Assignment0
1 submission
due: Analysis
of a real life
situation

Internet

2.5

TBD

P, D, Q&A

Internet

2.5

TBD

References

2. Steps in establishing internal PR program (1)


- Survey the landscape
- Develop a core communication
document
3. Steps in establishing internal PR program (2)
- Get senior management on board
- Engage middle management
- Have a dialogue with employees
4. Steps in establishing internal PR program (3)
- Determine the communication channels
- Measure and report results
- Stay the course
Session topic:
Review of Different PR Planning Models

CILO2

Subtopics / Video topics:


1. The basic questions for PR planning
2. Review of different planning models: Cutlip
planning model
3. Review of different planning models: Austin &
Pinkleton planning model
4. Review of different planning models: Gregory
planning model

Session topic:
Developing PR Planning for a Project/Event
7

CILO2

Subtopics / Video topics:


1. Developing key messages
2. Formulating strategy
3. Tactics

Week

CILO

Session topic

Media

Duration
(hour)

On
Campus

3.0

P, D, Q&A
Group
assignment
due: Produce
owns
organization
goals and
objectives

Internet

2.5

TBD

P, D, Q&A

Internet

2.5

TBD

Method*

References

4. Communication channels

CILO1,2

Strategy : Proactive and Reactive

MID TERM EXAM


Session topic:
Evaluating PR Prpgram

CILO3

Subtopics / Video topics:


1. Media analysis: Statistic base evaluation
2. Media analysis: Content base evaluation
3. Response rate analysis
4. Complaint analysis

Session topic:
Clasical PR Case Studies
Subtopics / Video topics:
1. The case from a luggage manufacturer
2. The case of Venida hairnets
3. The case of Beechnut Packing Company
4. The case of American Tobacco

10

CILO3

11

CILO4

TBD

P, D, Q&A

Internet

2.5

TBD

12

CILO4

TBD

P, D, Q&A

Internet

2.5

TBD

13

CILO4

P, D, Q&A

Internet

2.5

TBD

Week

CILO

Session topic

Method*

Media

Duration
(hour)

Internet

2.5

TBD

2.5

TBD

References

TBD

14

CILO5

TBD

P, D, Q&A
Individual
Assignment
02due date:
Produce a
comprehensive
Strategic PR
Planning

15

CILO5

TBD

P, D, Q&A

Internet

Individual
Take-Home
Exam: Produce
a
comprehensive
Public Relations
Planning on
particular
corporation

Home

16

CILO1,2
,3,4,5

FINAL EXAM

Abbreviations:
*Method: P: Presentation; D: Discussion; Q&A: Question & Answer; Pr: Practice
Reference List:
No.

Type

Code

Cat

Info

MR

MR1

Hendrik, Jerry A. (2001) Public Relations Cases. American University. Thompson Learning, Wadsworth.

MR

MR2

Fearn-Banks, Kathleen (1996) Crisis Communication. Lawrence Erlbaum Associates Publishers, Mahwah, New Jersey

MR

MR3

Kotler, Philip & Lee, Nancy (2005) Corporate Social Responsibility, Wiley. John Wiley & Sons, Inc

No.

Type

Code

Cat

MR

MR4

OR

OR5

OR

OR6

OR

OR7

OR

OR8

Info
Harisson, Kim (2011) Strategic Public Relations. Palgrave Macmilan
Zerfass, Ansgar & Dhring, Lisa (2012) Between Convergence and Power Struggles: How Public Relations and Marketing
Communications Professionals Interact in Corporate Brand Management. Public Relations Journal Vol. 6, No. 5. Downloaded
from : prsa.org/intelligence/prjournal/documents/2012zerfass.pdf Accessed on 31stOct2013, 21.00pm
Michaelson, David; Wright, Donald K.; & Stacks, Don W. (2012) Evaluating Efficacy in Public Relations/Corporate
Communication Programming: Towards Establishing Standards of Campaign Performance. Public Relations Journal Vol. 6,
No. 5. Downloaded from: instituteforpr.org/wp-content/uploads/Michaelson-Wright-Stacks-PR-Journal-2012-Vol-6-No-5.pdf
On 31st Oct2014, at 2100pm
Lindenmann, Walter K.(2003) Guidelines for Measuring the Effectiveness of PR Programs & Activities. The Institute for Public
Relations. Downloaded from: instituteforpr.org/wp-content/uploads/2002_MeasuringPrograms.pdf on 31st Oct 2014, 21.00pm
UAB (2010) Study Guide for the Examination for Accreditation in Public Relations: A Preparation Tool for Candidates, 2nd
Edition. Universal Accreditation Board. Downloaded from: old.praccreditation.org/documents/aprstudyguide.pdf on 31st Oct
2014 2100pm.

Notes.
Type: MR: Mandatory Reference, OR: Optional Reference

Cat: B: Book, J: Journal, P: Paper

Session schedule:
Week

Session

Sat01st Nov2014

Location
Exam
Assignment due
date
Week
Session

On Campus

2
Mon3rd-Sat8th
Nov2014
Online

3
Mon3rd-Sat8th
Nov2014
Online

4
Mon10th- Sat15th
Nov2014
Online

5
Mon17th Sat22nd Nov2014
Online

6
Mon24th -Sat29th
Nov2014
Online

Individual
assignment01
7
Mon1st-Sat6th
Dec2014

8
Sat13Dec2014

9
Mon15th-Sat20th
Dec2014

10
Mon05th-Sat10th
Jan2015

11
Mon12th-Sat17th
Jan2015

12
Mon19th-Sat24th
Jan2015

Week
Session
Location
Exam
Assignment due
date
Week
Session
Location
Exam
Assignment due
date

7
Mon1st-Sat6th
Dec2014
Online

8
Sat13Dec2014
On Campus
Mid exam

9
Mon15th-Sat20th
Dec2014
Online

10
Mon05th-Sat10th
Jan2015
Online

11
Mon12th-Sat17th
Jan2015
Online

12
Mon19th-Sat24th
Jan2015
Online

Group
assignment
13
Mon26th-Sat31st
Jan2015
Online

14
Mon02nd-Sat07th
Feb2015
Online

15
Mon09thSat14th
Feb2015
Online

16
Sat21st Feb2015
On Campus
Final exam

Individual
assignment02

Prepared by :

Assessor
(Lecturer)
Tgl.
| | 2014

Checked by :

Authorized by :

Internal Verifier
(Programme Director)

Internal Coordinator
(Head/Deputy of PGP)

Tgl.

Tgl.

| 2014

| 2014