Online S2 Communication Studies LSPR.

Course: ESPRP01 Strategic PR Planning

PROGRAM TEACHING GUIDANCE
Postgraduate Program of
The London School of Public Relations-Jakarta
Revision: 02
Course

ESPRP01 Strategic PR

Subject

Planning

SCU

4 (four) credits

Prerequisites
No
.

Valid date
Syllabus designed

NONE

Category

Teaching Team

by

Sriati Rusmin (Course Coordinator

sriati@mavenindonesia.com
25th March 2015
Sriati Rusmin M.Si

Description
This Strategic PR Planning course focuses on the students ability to be
Communication practictioners who can produce Strategic PR Planning for

Course
Description

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;

Learning
Outcomes

L3. Broaden their knowledge with practices in different institutions; &

Design effective core and related messages;
L4.

Define

effective

communication

plan

of

actions;

Develop

comprehensive PR schedule & a crisis communication 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.
3

Grading

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A : 90-100; A- : 85-89.99; B+: 80-84.99;B: 75-79.99; B-: 70-74.99; FAIL:

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No
.

Category

Description
Below 70.00

N
o.
1
2
2

Weigh

Component

CILO

Due date

5%

End of every week *

5%

1,2,3

Weekly Post Quiz

Twice weekly Group
Discussion

Every Wed and Sat

1800pm WIB
End of week

One (1) Group

10%

assignment

2,3,4,5

10(Session09),
Sat16thMay2015*
End of weeks

Assessment

Two (2) Individual

assignments

10% **

2,3,4,5

component

4(Session04)&15(Sessio
n14), Sat
4thApr&20thJun2015*

Midterm Exam [UTS]

30%

Final Exam [UAS]

40%

TOTAL Penilaian

100%

1,2

Sat9thMay2015 (on
campus)

1,2,3,4,

Sat11thJul2015 (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,
Day

Consultation slot (WIB*)

Wednesday 1930pm ke 2000pm

Saturday
5

Lecture live
chat

1930pm ke 2000pm

*WIB: Waktu Indonesia Barat

Note: National holidays. If the

Saturday is a national holiday, then the live chat will be moved earlier by
one day, to the Friday of that same week.

Wednesday is a national holiday, then the live chat will be moved later by
one day, to the Thursday of that same week.

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Description
Chat is accessible from elearning.lspr.edu website
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.

Class
policies

The maximum number of 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

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.
7

Peer review

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To ensure fairness in grading of group assignment, students will be

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

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.

Class
8

In the interest of providing a meaningful learning experience and

creating

Environment

and

exciting

class

environment,

students

thoughtful

participation is required, whereby students own experiences, comments,

/Policies

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

Description
9

of Teaching
Method

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!

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Description
Any type of activity that is considered dishonest by reasonable standards

10

Academic

may constitute academic misconduct. The most common forms of academic

Honesty

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 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.

Anti11

Plagiarism

1st / cover page:

Policy

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.
I grant permission to the London School of Public Relations to make copies
of assignments for assessment, review and/or record keeping purposes. I

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Description

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).
1. Worldwide accepted International/ national conferences and reputable
12

Referencing

journals.
2. Up dated revisions.
3. Easy for students: Students will learn while practicing this references
before doing thesis.
4. 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.

13

General

Students must abide by policies in the LSPR Student Handbook, and the Basic

Policy

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

14

Attendance

syllabi. Individual instructors, based upon the nature of the course,

Policy

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 course-related 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

15

Online
Etiquette

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.
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.

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.

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Description
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 nonprofessional, 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.
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:

16

www.albion.com/netiquette/

www.bspage.com/1netiq/Netiq.html

Communicat

All emails or discussion postings will receive a response from your professor

ion

within 48 hours.

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Description

Expectations

You can send email anytime that is convenient for you. Lecturer will check

and

their email messages during the day throughout the work-week (Monday

Standards

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.
In regards to the given Individual and Group assignments, students are

17

Submission

expected to,

and

Collection of
Assignment

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.

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
18

Learning
Support

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)

Ses
sio
n

CIL
O

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Session topic

Metho
d*

8 of 13

Durati
Media

on

References

(hour)

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Online S2 Communication Studies LSPR. Course: ESPRP01 Strategic PR Planning

Ses
sio
n

CIL

Metho

Session topic

d*

Durati
Media

on

References

(hour)

Introduction to Strategic PR Planning:

1

Overview of the course. Covering:

P, D,

On

Course overview, Study method,

Q&A

Camp

course assignments, References,

2.5

TBD

Intern
et

2.5

TBD

Intern
et

2.5

TBD

Intern
et

2.5

TBD

Intern
et

2.5

TBD

Intern
et

2.5

TBD

Intern
et

2.5

TBD

us

Grading System
What is PR ?
2

What is PR

P, D,

A Brief History of PR

Q&A

Who Needs PR

How to do it in PR

Four Steps of PR Strategy,

PR Strategy

Do Your Homework

P, D,

Define Campaigns Goals

Q&A

Identify & Understand Media

Targets

Job Description of a PR Specialist:

4

Job description

Job Activities

Knowledge Requirements

Skill & Ability Requirements

P, D,
Q&A

Strategic PR Plan
5

Internal Communication

Steps in establishing internal PR

program

PR Planning

Situational analysis

P, D,
Q&A

Developing key messages

7

Q&A

Dialogue, Chat & Measure

PR Planning & Strategy

6

P, D,

Developing key messages

PR Events

P, D,
Q&A

On
8

1,2

MID EXAM - Sat9thMay2015

Camp

3.0

us
Evaluation methods & Media Analysis,
9

10

Evaluation methods

P, D,

Media Analysis

Q&A

Latihan

Classical PR Case Studies

Luggage Manufacturers

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P, D,
Q&A

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Intern
et

2.5

TBD

Intern
et

2.5

TBD

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Online S2 Communication Studies LSPR. Course: ESPRP01 Strategic PR Planning

Ses
sio
n

CIL

Metho

Session topic

Venida Co.

Beech-Nut Packing Co.

American Tobacco Co.

Pepco Holdings Inc.

d*

Durati
Media

on

References

(hour)

Marketing Public Relations

11

PR & Marketing

PR & Profitability

P, D,

Positioning strategy

Q&A

Integrated marketing

Intern
et

2.5

TBD

Intern
et

2.5

TBD

Intern
et

2.5

TBD

Intern
et

2.5

TBD

Intern
et

2.5

TBD

communication

12

13

14

15

Individual online presentations &

P, D,

assessments

Q&A

Individual online presentations &

P, D,

assessments

Q&A

Individual online presentations &

P, D,

assessments

Q&A

Individual online presentations &

P, D,

assessments

Q&A
Individu

1,2
16

,3,

al Take-

FINAL EXAM - Sat11thJul2015

Home

4,5

Exam

On
Camp

3.0

us

Abbreviations:
*Method: P: Presentation; D: Discussion; Q&A: Question & Answer; Pr: Practice
General: TBD: To Be Decided

Reference List:
No.

Type

Code

Cat

MR

MR1

MR

MR2

MR

MR3

MR

MR4

OR

OR5

Info
Hendrik, Jerry A. (2001) Public Relations Cases. American University. Thompson
Learning, Wadsworth.
Fearn-Banks, Kathleen (1996) Crisis Communication. Lawrence Erlbaum
Associates Publishers, Mahwah, New Jersey
Kotler, Philip & Lee, Nancy (2005) Corporate Social Responsibility, Wiley. John
Wiley & Sons, Inc
Harisson, Kim (2011) Strategic Public Relations. Palgrave Macmilan
Zerfass, Ansgar & Dhring, Lisa (2012) Between Convergence and Power

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Struggles: How Public Relations and Marketing Communications Professionals

Interact in Corporate Brand Management. Public Relations Journal Vol. 6, No. 5.

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No.

Type

Code

Cat

Info
Downloaded from :
prsa.org/intelligence/prjournal/documents/2012zerfass.pdf Accessed on
31stOct2013, 21.00pm
Michaelson, David; Wright, Donald K.; & Stacks, Don W. (2012) Evaluating

OR

OR6

Efficacy in Public Relations/Corporate Communication Programming: Towards

Establishing Standards of Campaign Performance. Public Relations Journal Vol.
6, No. 5. Downloaded from: instituteforpr.org/wpcontent/uploads/Michaelson-Wright-Stacks-PR-Journal-2012-Vol-6-No-5.pdf
On 31st Oct2015, at 2100pm
Lindenmann, Walter K.(2003) Guidelines for Measuring the Effectiveness of PR

OR

OR7

Programs & Activities. The Institute for Public Relations. Downloaded from:
instituteforpr.org/wp-content/uploads/2002_MeasuringPrograms.pdf on 31st
Oct 2015, 21.00pm
UAB (2010) Study Guide for the Examination for Accreditation in Public
Relations: A Preparation Tool for Candidates, 2nd Edition. Universal

OR

OR8

Accreditation Board. Downloaded from:

old.praccreditation.org/documents/aprstudyguide.pdf on 31st Oct 2015
2100pm.

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

Cat: B: Book, J: Journal, P: Paper, W: Web link

Session schedule:
Week

Session

Mon16th-

Mon23rd-

Mon6th-

Mon13th-

Sat21stMar2

Sat28thMar

Sat11thApr2

Sat18thApr2

015

2015

015

015

Online

Online

Online

Online

Period

Location

Sat14thMar2
015

On Campus

Mon30thMar
Sat4thApr20
15

Online

Exam
Assignm

Individual

ent due

assignment0

date

Week

8-9

10

11

12

Session

10

11

Mon11th-

Mon18th-

Mon25th-

Sat16thMay

Sat23rdMay

Sat30thMay

2015

2015

2015

Online

Online

Online

Mon20thPeriod

Sat25thApr2
015

Location

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Online

Mon27thAp
r-

Sat

Fri8thMay2

9thMay2015

015

-No class-

On Campus

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Online S2 Communication Studies LSPR. Course: ESPRP01 Strategic PR Planning

Week

8-9

10

11

12

Session

10

11

Mon11th-

Mon18th-

Mon25th-

Sat16thMay

Sat23rdMay

Sat30thMay

2015

2015

2015

Mon20thPeriod

Sat25thApr2
015

Exam

Mon27thAp
r-

Sat

Fri8thMay2

9thMay2015

015
Mid exam

- 2 weeks -

[UTS]*

Assignm

Group

ent due

assignment

date
Week

13

14

15

16

17-18

18

Session

12

13

14

15

16

Mon1st-

Mon8th-

Mon15th-

Mon22nd-

Sat6thJun2

Sat13thJun2

Sat20thJun2

Sat27thJun2

015

015

015

015

Online

Online

Online

Online

Session

Location
Exam

Mon29thJun
-

Sat11thJul2

Fri10thJul2

015

015

-No class- 2 weeks -

Assignm

Individual

ent due

assignment0

date

On Campus
Final
exam [UAS]*

*UTS: Ujian Tengah Semester - Mid exam

UAS: Ujian Akhir Semester - Final exam

Prepared by :

Checked by :

Authorized by :

Assessor (Lecturer)

Internal Verifier (Programme

Director)

Internal Coordinator
(Head/Deputy of PGP)

Tgl.

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Tgl.

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Tgl.

| 2015

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