Syllabus Idea Template for Writing Winning Proposals
This is a syllabus template for a semester course in public relations plan writing using the textbook, Writing Winning Proposals: Public Relations Cases. It is a free-use teaching resource to be used without attribution, compliments of textbook co-authors Rebecca A. Gilliland and Thomas R. Hagley, Sr. The syllabus template is followed by a student plan to show the quality format, organization and content of a plan produced with this textbook.
PUBLIC RELATIONS PLAN WRITING COURSE
Description
The reason you should take this course is that all significant public relations spending is subject to approval by your employer or client and normally requires a written plan or proposal. Writing winning plans is an opportunity for new writers to raise the bar in PR by leading the industry in overcoming one of its greatest weaknesses. Plan writing is a weakness in PR for these reasons:
Course Goal
The goal of this course is that students know how to write plans and proposals by rules which, when followed correctly, significantly increase the potential for winning approval.
Course Outcomes
Welcome to Public Relations Plan Writing. I am (name). I did my graduate work at (place). I teach because… My academic interests are in the areas of… I am teaching this course because… I look forward to getting acquainted with you, learning about your goals and ambitions, likes and dislikes, and doing all that I can to help you successfully launch a career. Feel free always to ask about anything you don’t understand and during our team oriented classes consider me your coach.
My teaching philosophy is straightforward. I believe in dwelling on what’s relevant and discarding what’s not; in putting quality work over busy work; in active learning, not passive listening; in critical thinking, not rote memorization; in personalized education, not one size fits all; and in reaching goals, rather than the last chapter. As an instructor, I use my professional experience to create classroom learning that mirrors the workplace. I bring students into the public relations profession by showing them how to teach themselves what they need to learn to be successful. I strive to lead students in ways that guide them to think, write, present and converse as professionals. I love to share nuggets of wisdom that might otherwise take students months, years or hard knocks to acquire.
What I expect of students: I want students to see the ability they have to guide and direct their own lives, shape their own careers and understand and relate well to others. My job is not to screen anyone out, but to welcome everyone into the practice of public relations.
Students must bring to every class the 3rd edition of Writing Winning Proposals by Rebecca Gilliland and Tom Hagley. It is available on Amazon and directly from the publisher, Cognella Academic Publishing, Inc. Required also is an AP stylebook.
Work of the course
Classes will be conducted in [four], [five-person] teams. All team work will be conducted in class with the instructor as a coach or “guide on the side.” Teams will write plans for five cases from the textbook. And each team member will select a different one of the individual writing assignments listed with the case. The individual writing assignments are to be done out of class as homework. Teams will complete each case with a team presentation to the class.
Grading of plans and individual writing assignments
Grading of cases, plan presentations and individual writing assignments will be done by students. Teams will exchange plans with other teams for each case. Team members will exchange individual writing assignments with members within the team. Grading will be done according to the instructions that follow. Grading sheets for plans and individual writing assignments will be completed and submitted to the instructor for each case. Final grades for the course will be determined by the instructor’s assessment of plan grades and individual writing assignment grades. An individual’s course grade will be determined by a combination of a team’s grades for five cases and the team member’s grades for five individual writing assignments and a final exam.
Plans will be graded for creativity, technical accuracy and presentation effectiveness.
Creativity
Plans, when presented, make an initial impression on clients. Expectations are high that clients will discover in a plan an approach to a problem, opportunity or challenge that the client hadn’t considered, causing a client to think, “Why didn’t I think of that?,” an expression which one could use to define creativity. To grade creativity, teams must select one of the choices below.
Client’s likely reaction to a plan’s overall approach:
1) seems promising
2) seems to provide some promise of success
3) seems capable of an average degree of success
Technical Accuracy
The grade in this area of a plan is for turning the creative work into words that make the plan understandable to a plan reviewer. Writing a plan must be done strictly by the rules in the text for writing each of the 10 components of a plan. Technical accuracy adds structure to a plan. To grade technical accuracy, teams must select one of the choices below.
Client’s understanding of a plan is likely to be:
1) good because it is written by the rules
2) fair because it is not written by the rules precisely
3) poor because it is written loosely by the rules
Presentation Effectiveness
Presenting plans is much more than a class exercise. Optics, today, are essential to influencing behavior. To get a reviewer’s approval for a plan, teams must bring a plan to life in the way members appear, act, organize, make introductions, voice their confidence, emphasize points and show genuine commitment to achieving a plan’s goal. To grade presentation effectiveness, teams must select one of the choices below:
Client’s attitude toward the plan, based on the team’s presentation organization, introductions, tone (attitude conveyed toward success), voice (clear, decipherable) , visuals, persona (level of expertise/knowledge) and style (characteristic way information is delivered) would be:
1) raised favorably
2) maintained as is
3) influenced negatively
Individual Writing Assignments
In addition to developing, writing and presenting a plan, there are individual writing assignments for each case. Members within a team are to select a different one of the writing exercises listed with and related to the case in the text. To grade these
assignments members will exchange papers and grade them (placing checkmarks on errors in grammar, punctuation, spelling and AP style) according to the following criteria:
1) YES or NO Appearance and format look professional, ready to hand to a client
2) YES or NO Grammar, punctuation, spelling and AP style are correct
3) YES or NO Assignment submitted on time
FINAL EXAM
STUDENT PUBLIC PUBLIC RELATIONS PLAN
Proposed for the South County Public School District
South County High's recent vandalism and disturbance left many people feeling unsettled. A meeting was called in an attempt to resolve the situation but the emotionally-charged parents were upset at the lack of a concrete solution and plan. Many parents left Saturday's mandatory meeting feeling confused, frustrated and worried about their children's safety. Teachers are unsure of how to deal with problem situations that may arise between students at school, and the students want to feel safe and respected within their high school community.
A four-point plan has been developed to help return the school to a state of normalcy but in order to communicate this plan to all important audiences, it is vital that the district's public relations team becomes involved. If this plan is presented to school faculty and staff, parents, students and the media in a clear, concise way, future problems of this nature can be avoided.
SITUATION ANALYSIS
On January 25, a boy, who is not a student, came to visit a girl at South County High during her lunch hour. The boy attempted to distribute Ku Klux Klan patches but was quickly apprehended and escorted off campus. This incident started students talking about race and freedom of speech.
On the morning of the 26, there were random acts of violence around the school, which were thought to be in response to the heated discussions from the day before. Nearly 60 birdhouses were glued solid to the paint bench, doors were glued shut, and some pushing and shoving occurred in band class. Teachers were present at the latter situation but were unsure of how to deal with the fight in an appropriate and safe manner.
A parent meeting was called on Saturday morning, which many parents attended. There was no agenda for the meeting, parents were not greeted when they arrived, and police cars were flashing their lights in front of the building, which unnecessarily alarmed parents. The meeting itself was highly emotional, and many parents left feeling more frustrated and worried than they had been before the meeting. In order to correct this problem, the district superintendent, Maxine Gradeletter, held a meeting that afternoon and presented a four-point plan to initiate action including security improvements, the formation of a leadership team, a school initiative in cultural awareness and a community enrichment symposium.
This plan will help to calm parent's fears, instruct teachers on how to deal with classroom situations and allow South County High to be functioning normally with mutual respect and trust among all members of the high school community. All of these audiences need to hear the concrete information included in the plan from a trusted source, Principal Paul Burdick, and the plan must be implemented quickly and efficiently to prevent future incidents.
GOAL
For South County High to be functioning normally with mutual respect and trust among all members of the high school community.
PRIMARY FOCUS
Students
South County High seeks to build a better relationship with students and to apprise them of the current situation. South County administration understands the possibility that new metal detectors and uniformed officers in the school may cause anxiety among students. Students most likely won't understand the need for these safety measures and will be curious as to how the school intends to protect students in the future.
Parents
Parents of students at South County High are among the most concerned audiences about last week's situation and the school's handling of the situation. Parents are concerned for the safety of their children and want to be assured that South County High will demonstrate leadership in the situation and implement a plan of action. Many of the parents are highly emotional about the situation and want their questions answered. They are members of the South County High community, and it is important to make sure that they trust and continue to be supportive of the high school's faculty, staff, and South County School District.
Faculty and Staff
The faculty and staff of South County High can be thought of as leaders for the rest of the high school community. These important figures will be able to clearly nicate the facts of last week's occurrence and the four-point plan if they are properly informed and educated by Principal Paul Burdick.
Principal Burdick is an especially important person within the faculty and staff focus. He must be able to display two primary characteristics of a leader: courage and trustworthiness. He needs help to correct his mistakes from the first meeting and to proceed in a manner that will gain him the trust and confidence of the South County High community.
Media
The media are an important target to address because they can help us deliver the district's new plan to a large audience. It's also important to incorporate the media in informing the community and parents about the events leading up to the district's plan. By distributing relevant, accurate information to the media, we can help calm the concerns of parents, students and other community members and ultimately return South County High back to normal.
OBJECTIVE #1
To communicate the new South County High plan to students so they will feel safe, secure and comfortable coming to school.
Strategy
We recommend that South County High School educates students about violence in school, and measures that can be taken to ensure safety. Activities to consider are the following:
1. Hold an assembly for students on Monday morning so they can learn about the violence that erupted in the school the previous Friday, and the safety measures that are being implemented to ensure their protection. Time is of the essence in handling the current situation, so the assembly needs to happen early Monday morning, as soon as students arrive on campus.
2. Hold mandatory workshops for students that demonstrate safety and protective measures to be taken in the case of future violence in the school. This will make students feel more comfortable and in control of their school.
Assessment Success in achieving this objective will be determined by the following:
1. The school assembly is informative and assuages students' fears about violence and safety in their school.
2. Students attend workshops demonstrating safety precautions to be taken in the event of school violence. These workshops empower students and instill a sense of comfort in them.
OBJECTIVE #2
To inform parents of the school district's action plan so that South County High regains the parents' support and trust.
Strategy
After Saturday's meeting many parents felt that the school did not have an action plan to deal with the situation. They felt frustrated, confused and wanted more information about the situation. We will communicate this information through a variety of channels. We recommend implementing this strategy according to the following:.
1. Organize a meeting among Principal Burdick, superintendent Gradeletter and South County High's Parent Teachers' Organization (PTO) to discuss the current situation and school's action plan. The atmosphere of the meeting will be informal so parents are comfortable expressing their opinions and views on the subjects. At the conclusion of the meeting, PTO members will be given suggestion forms to be filled out. The suggestion
forms will give parents another way to communicate their concerns and questions.
2. Create a question and answer sheet for South County High staff and faculty to use in responding to phone calls or inquiries made by parents about the current situation. The Q&A sheet will provide accurate details of the situation and description of the school's action plan to address the situation.
3. Produce a fact sheet to be mailed to parents on the subject of the school's action plan. The fact sheet will detail the four main points of the action plan. Included in this mailing will be a pre-paid suggestion form giving parents an opportunity to express their
thoughts on the action plan.
Assessment This objective will be achieved once parents understand the school district's short-term emergency action plan. Also, success in achieving this objective will be based on parent attendance to the PTO meeting, reviews of the parent suggestion
forms and overall level of support and trust parents have for South County High and its action plan. Parent trust and support will be measured through a voluntary survey about South County High and the school district's progress and problem solving techniques.
OBJECTIVE #3
1. Organize a meeting among Principal Burdick, superintendent Gradeletter and South County High's Parent Teachers' Organization (PTO) to discuss the current situation and school's action plan. The atmosphere of the meeting will be informal so parents are comfortable expressing their opinions and views on the subjects. At the conclusion of the meeting, PTO members will be given suggestion forms to be filled out. The suggestion
forms will give parents another way to communicate their concerns and questions.
2. Create a question and answer sheet for South County High staff and faculty to use in responding to phone calls or inquiries made by parents about the current situation. The Q&A sheet will provide accurate details of the situation and description of the school's action plan to address the situation.
3. Produce a fact sheet to be mailed to parents on the subject of the school's action plan. The fact sheet will detail the four main points of the action plan. Included in this mailing will be a pre-paid suggestion form giving parents an opportunity to express their
thoughts on the action plan.
To reconcile with parents about the mismanagement of Saturday's parent meeting with South County High School principal so that they support the leadership of Principal Burdick and South County School District.
Strategy A
We will accomplish this objective by providing parents with a detailed account of the situation that prompted the emergency meeting on Saturday. By informing parents of what actually happened, we will stop any misunderstandings or rumors that could have started and reconcile with them by providing accurate information about the situation. Activities to consider are the following:
Create a backgrounder flyer to be sent to parents detailing the incident involving the non-student boy handing out Ku Klux Klan patches, random acts of vandalism and student arguments about the issues of freedom of speech and race.
2. In the monthly parent's school newsletter, include a statement made by
Burdick about the details of the incident and the school's new action plan.
Strategy B
To demonstrate the school district's leadership, we need to admit to the parents our mismanagement of the meeting on Saturday. Once we take responsibilityS^four actions, parents will be more willing to trust the school district and South County High in the future. This strategy could be implemented in the following way:
Mail a letter from Superintendent Maxine Gradeletter as a follow-up to Saturday's meeting to each South County High student's parent. The superintendent will offer her personal apologies for any misunderstandings or problems the mismanaged meeting may have caused. The letter will also express what went wrong during the meeting and what the school district is doing to prevent further misunderstandings.
Assessment Success in achieving this objective will be determined by the support and trust of the parent community. The level of support and trust parents have for South County High and the school district can be assessed through a voluntary survey on the South County High and school district's progress and problem solving techniques.
OBJECTIVE #4
To support Principal Burdick as a leader so he is able to take charge of this situation and do what is right.
Strategy
To achieve this objective, it is important that Principal Burdick is able to understand the influence he has on this situation. If he is able to realize that many members of South County High will be looking to him for guidance because they respect him, he will feel empowered to take charge and make things right. Here are some of the ways we could help to support him as a leader:
1. We will set up a meeting with him on Saturday evening to review the parent meeting that was held that morning. We will help him to practice speaking confidently in a manner that will help to calm parents' fears. We will also work with him to conquer the difficult task of media relations in order to ensure that they are satisfied with his cooperation and will help to diffuse the situation instead of adding more fuel to the fire. 2. We will write speaking guidelines for him to use in the upcoming meetings and assemblies he will be speaking at. These guidelines will include welcoming everyone to the meeting, looking at his audience, being willing to answer all questions in an open manner, and taking the time to anticipate what questions will be asked by the audience before the meeting starts.
We will draft opening remarks for Principal Burdick to use at the student assembly that will be held on Monday morning. By being prepared for the assembly, Principal Burdick will be able to set the tone for addressing the school's situation.
Assessment Success in achieving this objective will be based on the results of the speaking that Principal Burdick does at the upcoming assemblies and meetings. If parents and students feel that he has made them feel comfortable during the implementation of this plan, we will know that he has taken charge and led his school to an environment of safety and respect.
Objective #5
To enable Principal Burdick to earn the trust of the parents, faculty and staff and students so he can lead them through this difficult situation.
Strategy
Principal Burdick needs to work to restore the trust of the South County High community. He can do this by proactively reaching out to the parents that left the Saturday meeting feeling frustrated. He must clearly communicate the solid four-point plan established by Superintendent Maxine Gradeletter so that parents and teachers will have faith that he is doing everything in his power to ensure that South County High is a safe environment for the students and faculty. Many of the activities that will help to accomplish this objective are being detailed in other parts of this plan but we recommend that Principal Burdick is constantly updated on all activities. One way to do
this would be:
Hold daily meetings with Principal Burdick to update him on the plan's activities and results. He will be able to help make any adjustments that need to be made along the way in order to ensure the complete success of the implementation of the four-point plan.
Assessment Success in achieving this objective will be measured by the parent and faculty survey we will be sending out at the conclusion of this week. Parents and teachers will be asked about their feelings toward the principal and how he handled the situation.
Objective #6
To provide the faculty and staff of South County High with detailed information about last week's occurrence and the four-point plan so they are able to help Principal Burdick lead the school back to a community of respect and trust.
Strategy
After the initial meeting, members of the faculty and staff were confused about Principal Burdick's actions. They need to be shown that he will be able to lead them in a confident manner and that they will be given the information they need to answer any questions they may be asked. We recommend that the faculty and staff are educated in the following ways:
1. We will write a memo from Principal Burdick to faculty and staff informing them of the school's four-point action plan. The memo will explain the increased video surveillance and response and notification procedures for dealing with intruders. This will be distributed to all of the staffs' mailboxes by Monday morning to ensure that they are aware of the events by the time the students arrive at school.
2. We will provide all members of the faculty and staff with a Q & A sheet to use in responding to phone calls by anyone interested in the situation. We will provide the school's Web site address so anyone may read the complete and accurate description of the incidents and the details of the action plan, which will be posted online Saturday evening.
For the future, we will plan a seminar for all faculty and staff that will address the issue of how to handle a major disruption in the classroom. Teachers were standing by while the pushing and shoving occurred in the band room, and we would like to instill the confidence in them to handle similar situations, should they ever occur again.
Assessment Success in achieving this objective will be measured by the distribution of the memo and Q&A. It will also be measured by faculty reactions to the seminars held in the future.
Objective #7
To inform the media about the plans to return South County High back to a state of normalcy so they can help deliver the message to a large audience.
Strategy
The media need to be given a clear, accurate picture of the incidents leading up to the district's plan, as well as the details of that plan so that their message reflects the intent of the district. We intend to inform them in the following ways:
1. Draft a press release outlining the district's plan to address the incidents at South County High.
2. Provide local news stations and newspapers with a Q&A describing the incidents that led up to the district's plan. This Q&A would also help distinguish rumors from factual incidents.
3. Write an editorial for the local paper describing the benefits of the new plan and how the district is doing everything within its power.
4. Send a letter of apology to Clark Cantwell from Principal Burdick for the way he was treated at the parent meeting. The letter would also detail how important Cantwell is and
how important rfis role is to the school. It would also invite him to an interview with the principal so that his questions are addressed.
5. In addition to a newsletter outlining the district's response to the incidents at the school, we would also send a tip sheet to the local newspaper describing what parents should tell their children to help keep them safe at school.
Assessment Success of this objective will be measured by the coverage of the media based on the information we provide them. This response can be measured by the number of favorable or unfavorable messages delivered by the media.
EVALUATION OVERVIEW
Evaluation of this plan is provided for in two ways: 1) short-term progress tracking, a weekly report included with every objective that shows how progress toward achievement of each objective is to be monitored; and 2) a longer-term assessment of outcomes that explains how the desired outcome for each objective is to be assessed or measured. Progress tracking is shown in the plan under each objective. Assessment or measurement of outcomes is described in this section following a restatement of each objective.
OBJECTIVE # 1: To communicate the new South County High plan to students so they will feel safe, secure and comfortable coming to school.
Assessment Success in achieving this objective will be determined by the following:
1. The school assembly is informative and assuages students' fears about violence and safety in their school.
2. Students attend workshops demonstrating safety precautions to be taken in the event of school violence. These workshops empower students and instill a sense of comfort in them.
OBJECTIVE #2 To inform parents of the school district's action plan so that South County High regains the parents' support and trust.
Assessment This objective will be achieved once parents understand the school district's short-term emergency action plan. Also, success in achieving this objective will be based on parent attendance to the PTO meeting, reviews of the parent suggestion
forms and overall level of support and trust parents have for South County High and its action plan. Parent trust and support will be measured through a voluntary survey about South County High and the school district's progress and problem solving techniques.
OBJECTIVE #3 To reconcile with parents about the mismanagement of Saturday's parent meeting with South County High School principal so that they support the leadership of Principal Burdick and South County School District.
Assessment Success in achieving this objective will be determined by the support and trust of the parent community. The level of support and trust parents have for South County High and the school district can be assessed through a voluntary survey on the South County High and school district's progress and problem solving techniques.
OBJECTIVE #4 To support Principal Burdick as a leader so he is able to take charge of this situation and do what is right.
Assessment Success in achieving this objective will be based on the results of the speaking that Principal Burdick does at the upcoming assemblies and meetings. If parents and students feel that he has made them feel comfortable during the implementation of this plan, we will know that he has taken charge and led his school to an environment of safety and respect.
OBJECTIVE #5 To enable Principal Burdick to earn the trust of the parents, faculty and staff and students so he can lead them through this difficult situation.
Assessment Success in achieving this objective will be measured by the parent and faculty survey we will be sending out at the conclusion of this week. Parents and teachers will be asked about their feelings toward the principal and how he handled the situation.
OBJECTIVE #6
To provide the faculty and staff of South County High with detailed information about last week's occurrence and the four-point plan so they are able to help Principal Burdick lead the school back to a community of respect and trust.
Assessment Success in achieving this objective will be measured by the distribution of the memo and Q&A. It will also be measured by faculty reactions to the seminars held in the future.
OBJECTIVE #7 To inform the media about the plans to return South City High back to a state of normalcy so they can help deliver the message to a large audience.
Assessment Success of this objective will be measured by the coverage of the media based on the information we provide them. This response can be measured by the number of favorable or unfavorable messages delivered by the media.
PUBLIC RELATIONS PLAN WRITING COURSE
Description
The reason you should take this course is that all significant public relations spending is subject to approval by your employer or client and normally requires a written plan or proposal. Writing winning plans is an opportunity for new writers to raise the bar in PR by leading the industry in overcoming one of its greatest weaknesses. Plan writing is a weakness in PR for these reasons:
- The profession writes plans as though they are addressed to the PR profession, not to the industries they serve, like business. The plans are not written from the perspective of those seeking services.
- Plan writers don’t give employers and clients plans that have what they want, the way they want it and in terms they can understand.
- Oftentimes, plan writers don’t think about relating proposals to the financial success of an organization.
- There is no uniformity of definition for terms, such as goal, objective, strategy and tactic. Sometimes the terms are used interchangeably within the same plan. Confusion of terms always ends in rejection: “I don’t think we’re ready to do that.”
- The profession has institutionalized plan writing by letting plan writers write and use terms any way they choose and recognizes and rewards poorly written plans in national competitions. Over the years, in would be safe to say that it has been difficult to find plans that qualify for national competition.
- The profession and many educators have impeded the growth of PR in the industries it serves by resisting change in plan writing by insisting, “That’s not the way it’s done.”
Course Goal
The goal of this course is that students know how to write plans and proposals by rules which, when followed correctly, significantly increase the potential for winning approval.
Course Outcomes
- analyze cases requiring public relations;
- apply public relations to problems, opportunities and challenges;
- write and prepare to deliver plans with a business perspective that have potential to win approval;
- present plans in teams;
- showcase plans in job portfolios
Welcome to Public Relations Plan Writing. I am (name). I did my graduate work at (place). I teach because… My academic interests are in the areas of… I am teaching this course because… I look forward to getting acquainted with you, learning about your goals and ambitions, likes and dislikes, and doing all that I can to help you successfully launch a career. Feel free always to ask about anything you don’t understand and during our team oriented classes consider me your coach.
My teaching philosophy is straightforward. I believe in dwelling on what’s relevant and discarding what’s not; in putting quality work over busy work; in active learning, not passive listening; in critical thinking, not rote memorization; in personalized education, not one size fits all; and in reaching goals, rather than the last chapter. As an instructor, I use my professional experience to create classroom learning that mirrors the workplace. I bring students into the public relations profession by showing them how to teach themselves what they need to learn to be successful. I strive to lead students in ways that guide them to think, write, present and converse as professionals. I love to share nuggets of wisdom that might otherwise take students months, years or hard knocks to acquire.
What I expect of students: I want students to see the ability they have to guide and direct their own lives, shape their own careers and understand and relate well to others. My job is not to screen anyone out, but to welcome everyone into the practice of public relations.
- I expect students to be dependable---to be in class, on time, every time; to meet all deadlines by turning in work when it’s due.
- I expect students to be of value---to contribute to class goals, work well with others, demonstrate a strong work ethic, to use their skills and talents constructively and creatively.
- I expect students to be professional---to maintain high standards, accept responsibility and take personal initiatives.
- And I expect students to be of good cheer---to greet classmates with a smile, to relax, speak freely, enjoy being themselves and delight in discovering their individual potential.
Students must bring to every class the 3rd edition of Writing Winning Proposals by Rebecca Gilliland and Tom Hagley. It is available on Amazon and directly from the publisher, Cognella Academic Publishing, Inc. Required also is an AP stylebook.
Work of the course
Classes will be conducted in [four], [five-person] teams. All team work will be conducted in class with the instructor as a coach or “guide on the side.” Teams will write plans for five cases from the textbook. And each team member will select a different one of the individual writing assignments listed with the case. The individual writing assignments are to be done out of class as homework. Teams will complete each case with a team presentation to the class.
Grading of plans and individual writing assignments
Grading of cases, plan presentations and individual writing assignments will be done by students. Teams will exchange plans with other teams for each case. Team members will exchange individual writing assignments with members within the team. Grading will be done according to the instructions that follow. Grading sheets for plans and individual writing assignments will be completed and submitted to the instructor for each case. Final grades for the course will be determined by the instructor’s assessment of plan grades and individual writing assignment grades. An individual’s course grade will be determined by a combination of a team’s grades for five cases and the team member’s grades for five individual writing assignments and a final exam.
Plans will be graded for creativity, technical accuracy and presentation effectiveness.
Creativity
Plans, when presented, make an initial impression on clients. Expectations are high that clients will discover in a plan an approach to a problem, opportunity or challenge that the client hadn’t considered, causing a client to think, “Why didn’t I think of that?,” an expression which one could use to define creativity. To grade creativity, teams must select one of the choices below.
Client’s likely reaction to a plan’s overall approach:
1) seems promising
2) seems to provide some promise of success
3) seems capable of an average degree of success
Technical Accuracy
The grade in this area of a plan is for turning the creative work into words that make the plan understandable to a plan reviewer. Writing a plan must be done strictly by the rules in the text for writing each of the 10 components of a plan. Technical accuracy adds structure to a plan. To grade technical accuracy, teams must select one of the choices below.
Client’s understanding of a plan is likely to be:
1) good because it is written by the rules
2) fair because it is not written by the rules precisely
3) poor because it is written loosely by the rules
Presentation Effectiveness
Presenting plans is much more than a class exercise. Optics, today, are essential to influencing behavior. To get a reviewer’s approval for a plan, teams must bring a plan to life in the way members appear, act, organize, make introductions, voice their confidence, emphasize points and show genuine commitment to achieving a plan’s goal. To grade presentation effectiveness, teams must select one of the choices below:
Client’s attitude toward the plan, based on the team’s presentation organization, introductions, tone (attitude conveyed toward success), voice (clear, decipherable) , visuals, persona (level of expertise/knowledge) and style (characteristic way information is delivered) would be:
1) raised favorably
2) maintained as is
3) influenced negatively
Individual Writing Assignments
In addition to developing, writing and presenting a plan, there are individual writing assignments for each case. Members within a team are to select a different one of the writing exercises listed with and related to the case in the text. To grade these
assignments members will exchange papers and grade them (placing checkmarks on errors in grammar, punctuation, spelling and AP style) according to the following criteria:
1) YES or NO Appearance and format look professional, ready to hand to a client
2) YES or NO Grammar, punctuation, spelling and AP style are correct
3) YES or NO Assignment submitted on time
FINAL EXAM
STUDENT PUBLIC PUBLIC RELATIONS PLAN
Proposed for the South County Public School District
South County High's recent vandalism and disturbance left many people feeling unsettled. A meeting was called in an attempt to resolve the situation but the emotionally-charged parents were upset at the lack of a concrete solution and plan. Many parents left Saturday's mandatory meeting feeling confused, frustrated and worried about their children's safety. Teachers are unsure of how to deal with problem situations that may arise between students at school, and the students want to feel safe and respected within their high school community.
A four-point plan has been developed to help return the school to a state of normalcy but in order to communicate this plan to all important audiences, it is vital that the district's public relations team becomes involved. If this plan is presented to school faculty and staff, parents, students and the media in a clear, concise way, future problems of this nature can be avoided.
SITUATION ANALYSIS
On January 25, a boy, who is not a student, came to visit a girl at South County High during her lunch hour. The boy attempted to distribute Ku Klux Klan patches but was quickly apprehended and escorted off campus. This incident started students talking about race and freedom of speech.
On the morning of the 26, there were random acts of violence around the school, which were thought to be in response to the heated discussions from the day before. Nearly 60 birdhouses were glued solid to the paint bench, doors were glued shut, and some pushing and shoving occurred in band class. Teachers were present at the latter situation but were unsure of how to deal with the fight in an appropriate and safe manner.
A parent meeting was called on Saturday morning, which many parents attended. There was no agenda for the meeting, parents were not greeted when they arrived, and police cars were flashing their lights in front of the building, which unnecessarily alarmed parents. The meeting itself was highly emotional, and many parents left feeling more frustrated and worried than they had been before the meeting. In order to correct this problem, the district superintendent, Maxine Gradeletter, held a meeting that afternoon and presented a four-point plan to initiate action including security improvements, the formation of a leadership team, a school initiative in cultural awareness and a community enrichment symposium.
This plan will help to calm parent's fears, instruct teachers on how to deal with classroom situations and allow South County High to be functioning normally with mutual respect and trust among all members of the high school community. All of these audiences need to hear the concrete information included in the plan from a trusted source, Principal Paul Burdick, and the plan must be implemented quickly and efficiently to prevent future incidents.
GOAL
For South County High to be functioning normally with mutual respect and trust among all members of the high school community.
PRIMARY FOCUS
Students
South County High seeks to build a better relationship with students and to apprise them of the current situation. South County administration understands the possibility that new metal detectors and uniformed officers in the school may cause anxiety among students. Students most likely won't understand the need for these safety measures and will be curious as to how the school intends to protect students in the future.
Parents
Parents of students at South County High are among the most concerned audiences about last week's situation and the school's handling of the situation. Parents are concerned for the safety of their children and want to be assured that South County High will demonstrate leadership in the situation and implement a plan of action. Many of the parents are highly emotional about the situation and want their questions answered. They are members of the South County High community, and it is important to make sure that they trust and continue to be supportive of the high school's faculty, staff, and South County School District.
Faculty and Staff
The faculty and staff of South County High can be thought of as leaders for the rest of the high school community. These important figures will be able to clearly nicate the facts of last week's occurrence and the four-point plan if they are properly informed and educated by Principal Paul Burdick.
Principal Burdick is an especially important person within the faculty and staff focus. He must be able to display two primary characteristics of a leader: courage and trustworthiness. He needs help to correct his mistakes from the first meeting and to proceed in a manner that will gain him the trust and confidence of the South County High community.
Media
The media are an important target to address because they can help us deliver the district's new plan to a large audience. It's also important to incorporate the media in informing the community and parents about the events leading up to the district's plan. By distributing relevant, accurate information to the media, we can help calm the concerns of parents, students and other community members and ultimately return South County High back to normal.
OBJECTIVE #1
To communicate the new South County High plan to students so they will feel safe, secure and comfortable coming to school.
Strategy
We recommend that South County High School educates students about violence in school, and measures that can be taken to ensure safety. Activities to consider are the following:
1. Hold an assembly for students on Monday morning so they can learn about the violence that erupted in the school the previous Friday, and the safety measures that are being implemented to ensure their protection. Time is of the essence in handling the current situation, so the assembly needs to happen early Monday morning, as soon as students arrive on campus.
2. Hold mandatory workshops for students that demonstrate safety and protective measures to be taken in the case of future violence in the school. This will make students feel more comfortable and in control of their school.
Assessment Success in achieving this objective will be determined by the following:
1. The school assembly is informative and assuages students' fears about violence and safety in their school.
2. Students attend workshops demonstrating safety precautions to be taken in the event of school violence. These workshops empower students and instill a sense of comfort in them.
OBJECTIVE #2
To inform parents of the school district's action plan so that South County High regains the parents' support and trust.
Strategy
After Saturday's meeting many parents felt that the school did not have an action plan to deal with the situation. They felt frustrated, confused and wanted more information about the situation. We will communicate this information through a variety of channels. We recommend implementing this strategy according to the following:.
1. Organize a meeting among Principal Burdick, superintendent Gradeletter and South County High's Parent Teachers' Organization (PTO) to discuss the current situation and school's action plan. The atmosphere of the meeting will be informal so parents are comfortable expressing their opinions and views on the subjects. At the conclusion of the meeting, PTO members will be given suggestion forms to be filled out. The suggestion
forms will give parents another way to communicate their concerns and questions.
2. Create a question and answer sheet for South County High staff and faculty to use in responding to phone calls or inquiries made by parents about the current situation. The Q&A sheet will provide accurate details of the situation and description of the school's action plan to address the situation.
3. Produce a fact sheet to be mailed to parents on the subject of the school's action plan. The fact sheet will detail the four main points of the action plan. Included in this mailing will be a pre-paid suggestion form giving parents an opportunity to express their
thoughts on the action plan.
Assessment This objective will be achieved once parents understand the school district's short-term emergency action plan. Also, success in achieving this objective will be based on parent attendance to the PTO meeting, reviews of the parent suggestion
forms and overall level of support and trust parents have for South County High and its action plan. Parent trust and support will be measured through a voluntary survey about South County High and the school district's progress and problem solving techniques.
OBJECTIVE #3
1. Organize a meeting among Principal Burdick, superintendent Gradeletter and South County High's Parent Teachers' Organization (PTO) to discuss the current situation and school's action plan. The atmosphere of the meeting will be informal so parents are comfortable expressing their opinions and views on the subjects. At the conclusion of the meeting, PTO members will be given suggestion forms to be filled out. The suggestion
forms will give parents another way to communicate their concerns and questions.
2. Create a question and answer sheet for South County High staff and faculty to use in responding to phone calls or inquiries made by parents about the current situation. The Q&A sheet will provide accurate details of the situation and description of the school's action plan to address the situation.
3. Produce a fact sheet to be mailed to parents on the subject of the school's action plan. The fact sheet will detail the four main points of the action plan. Included in this mailing will be a pre-paid suggestion form giving parents an opportunity to express their
thoughts on the action plan.
To reconcile with parents about the mismanagement of Saturday's parent meeting with South County High School principal so that they support the leadership of Principal Burdick and South County School District.
Strategy A
We will accomplish this objective by providing parents with a detailed account of the situation that prompted the emergency meeting on Saturday. By informing parents of what actually happened, we will stop any misunderstandings or rumors that could have started and reconcile with them by providing accurate information about the situation. Activities to consider are the following:
Create a backgrounder flyer to be sent to parents detailing the incident involving the non-student boy handing out Ku Klux Klan patches, random acts of vandalism and student arguments about the issues of freedom of speech and race.
2. In the monthly parent's school newsletter, include a statement made by
Burdick about the details of the incident and the school's new action plan.
Strategy B
To demonstrate the school district's leadership, we need to admit to the parents our mismanagement of the meeting on Saturday. Once we take responsibilityS^four actions, parents will be more willing to trust the school district and South County High in the future. This strategy could be implemented in the following way:
Mail a letter from Superintendent Maxine Gradeletter as a follow-up to Saturday's meeting to each South County High student's parent. The superintendent will offer her personal apologies for any misunderstandings or problems the mismanaged meeting may have caused. The letter will also express what went wrong during the meeting and what the school district is doing to prevent further misunderstandings.
Assessment Success in achieving this objective will be determined by the support and trust of the parent community. The level of support and trust parents have for South County High and the school district can be assessed through a voluntary survey on the South County High and school district's progress and problem solving techniques.
OBJECTIVE #4
To support Principal Burdick as a leader so he is able to take charge of this situation and do what is right.
Strategy
To achieve this objective, it is important that Principal Burdick is able to understand the influence he has on this situation. If he is able to realize that many members of South County High will be looking to him for guidance because they respect him, he will feel empowered to take charge and make things right. Here are some of the ways we could help to support him as a leader:
1. We will set up a meeting with him on Saturday evening to review the parent meeting that was held that morning. We will help him to practice speaking confidently in a manner that will help to calm parents' fears. We will also work with him to conquer the difficult task of media relations in order to ensure that they are satisfied with his cooperation and will help to diffuse the situation instead of adding more fuel to the fire. 2. We will write speaking guidelines for him to use in the upcoming meetings and assemblies he will be speaking at. These guidelines will include welcoming everyone to the meeting, looking at his audience, being willing to answer all questions in an open manner, and taking the time to anticipate what questions will be asked by the audience before the meeting starts.
We will draft opening remarks for Principal Burdick to use at the student assembly that will be held on Monday morning. By being prepared for the assembly, Principal Burdick will be able to set the tone for addressing the school's situation.
Assessment Success in achieving this objective will be based on the results of the speaking that Principal Burdick does at the upcoming assemblies and meetings. If parents and students feel that he has made them feel comfortable during the implementation of this plan, we will know that he has taken charge and led his school to an environment of safety and respect.
Objective #5
To enable Principal Burdick to earn the trust of the parents, faculty and staff and students so he can lead them through this difficult situation.
Strategy
Principal Burdick needs to work to restore the trust of the South County High community. He can do this by proactively reaching out to the parents that left the Saturday meeting feeling frustrated. He must clearly communicate the solid four-point plan established by Superintendent Maxine Gradeletter so that parents and teachers will have faith that he is doing everything in his power to ensure that South County High is a safe environment for the students and faculty. Many of the activities that will help to accomplish this objective are being detailed in other parts of this plan but we recommend that Principal Burdick is constantly updated on all activities. One way to do
this would be:
Hold daily meetings with Principal Burdick to update him on the plan's activities and results. He will be able to help make any adjustments that need to be made along the way in order to ensure the complete success of the implementation of the four-point plan.
Assessment Success in achieving this objective will be measured by the parent and faculty survey we will be sending out at the conclusion of this week. Parents and teachers will be asked about their feelings toward the principal and how he handled the situation.
Objective #6
To provide the faculty and staff of South County High with detailed information about last week's occurrence and the four-point plan so they are able to help Principal Burdick lead the school back to a community of respect and trust.
Strategy
After the initial meeting, members of the faculty and staff were confused about Principal Burdick's actions. They need to be shown that he will be able to lead them in a confident manner and that they will be given the information they need to answer any questions they may be asked. We recommend that the faculty and staff are educated in the following ways:
1. We will write a memo from Principal Burdick to faculty and staff informing them of the school's four-point action plan. The memo will explain the increased video surveillance and response and notification procedures for dealing with intruders. This will be distributed to all of the staffs' mailboxes by Monday morning to ensure that they are aware of the events by the time the students arrive at school.
2. We will provide all members of the faculty and staff with a Q & A sheet to use in responding to phone calls by anyone interested in the situation. We will provide the school's Web site address so anyone may read the complete and accurate description of the incidents and the details of the action plan, which will be posted online Saturday evening.
For the future, we will plan a seminar for all faculty and staff that will address the issue of how to handle a major disruption in the classroom. Teachers were standing by while the pushing and shoving occurred in the band room, and we would like to instill the confidence in them to handle similar situations, should they ever occur again.
Assessment Success in achieving this objective will be measured by the distribution of the memo and Q&A. It will also be measured by faculty reactions to the seminars held in the future.
Objective #7
To inform the media about the plans to return South County High back to a state of normalcy so they can help deliver the message to a large audience.
Strategy
The media need to be given a clear, accurate picture of the incidents leading up to the district's plan, as well as the details of that plan so that their message reflects the intent of the district. We intend to inform them in the following ways:
1. Draft a press release outlining the district's plan to address the incidents at South County High.
2. Provide local news stations and newspapers with a Q&A describing the incidents that led up to the district's plan. This Q&A would also help distinguish rumors from factual incidents.
3. Write an editorial for the local paper describing the benefits of the new plan and how the district is doing everything within its power.
4. Send a letter of apology to Clark Cantwell from Principal Burdick for the way he was treated at the parent meeting. The letter would also detail how important Cantwell is and
how important rfis role is to the school. It would also invite him to an interview with the principal so that his questions are addressed.
5. In addition to a newsletter outlining the district's response to the incidents at the school, we would also send a tip sheet to the local newspaper describing what parents should tell their children to help keep them safe at school.
Assessment Success of this objective will be measured by the coverage of the media based on the information we provide them. This response can be measured by the number of favorable or unfavorable messages delivered by the media.
EVALUATION OVERVIEW
Evaluation of this plan is provided for in two ways: 1) short-term progress tracking, a weekly report included with every objective that shows how progress toward achievement of each objective is to be monitored; and 2) a longer-term assessment of outcomes that explains how the desired outcome for each objective is to be assessed or measured. Progress tracking is shown in the plan under each objective. Assessment or measurement of outcomes is described in this section following a restatement of each objective.
OBJECTIVE # 1: To communicate the new South County High plan to students so they will feel safe, secure and comfortable coming to school.
Assessment Success in achieving this objective will be determined by the following:
1. The school assembly is informative and assuages students' fears about violence and safety in their school.
2. Students attend workshops demonstrating safety precautions to be taken in the event of school violence. These workshops empower students and instill a sense of comfort in them.
OBJECTIVE #2 To inform parents of the school district's action plan so that South County High regains the parents' support and trust.
Assessment This objective will be achieved once parents understand the school district's short-term emergency action plan. Also, success in achieving this objective will be based on parent attendance to the PTO meeting, reviews of the parent suggestion
forms and overall level of support and trust parents have for South County High and its action plan. Parent trust and support will be measured through a voluntary survey about South County High and the school district's progress and problem solving techniques.
OBJECTIVE #3 To reconcile with parents about the mismanagement of Saturday's parent meeting with South County High School principal so that they support the leadership of Principal Burdick and South County School District.
Assessment Success in achieving this objective will be determined by the support and trust of the parent community. The level of support and trust parents have for South County High and the school district can be assessed through a voluntary survey on the South County High and school district's progress and problem solving techniques.
OBJECTIVE #4 To support Principal Burdick as a leader so he is able to take charge of this situation and do what is right.
Assessment Success in achieving this objective will be based on the results of the speaking that Principal Burdick does at the upcoming assemblies and meetings. If parents and students feel that he has made them feel comfortable during the implementation of this plan, we will know that he has taken charge and led his school to an environment of safety and respect.
OBJECTIVE #5 To enable Principal Burdick to earn the trust of the parents, faculty and staff and students so he can lead them through this difficult situation.
Assessment Success in achieving this objective will be measured by the parent and faculty survey we will be sending out at the conclusion of this week. Parents and teachers will be asked about their feelings toward the principal and how he handled the situation.
OBJECTIVE #6
To provide the faculty and staff of South County High with detailed information about last week's occurrence and the four-point plan so they are able to help Principal Burdick lead the school back to a community of respect and trust.
Assessment Success in achieving this objective will be measured by the distribution of the memo and Q&A. It will also be measured by faculty reactions to the seminars held in the future.
OBJECTIVE #7 To inform the media about the plans to return South City High back to a state of normalcy so they can help deliver the message to a large audience.
Assessment Success of this objective will be measured by the coverage of the media based on the information we provide them. This response can be measured by the number of favorable or unfavorable messages delivered by the media.
