Public Relations Management for events (PFE201)
Vietnamese title: PR cho sự kiện
Credits: 3
Prerequisites: EVN201/EVP201

Description:
This course helps students answer three important questions: what is event public relations, why do we do it, and how do we do it?
This course applies the knowledge and skills needed by a public relations practitioner to design, organize and publish a special event as part of a broader public relations program or as an independent communication tool. Students will learn how to execute a PR campaign for an event and how to effectively lead and motivate a team. Students also participate in practical training to organize an event.
- Instructors will use a number of teaching methods such as group discussions and experience sharing, practical work practice instead of conventional teaching.
- Students will have the opportunity to present their work and thought processes related to this work.

Learning outcomes:
Identify basic concepts and principles of effective public relations for event.
Identify, analyse and evaluate strategic public relations campaigns for event across a wide range of media and communication disciplines
Plan public relations campaign: Apply decision-making processes for an event with the support of AI tools to enhance analysis and strategic choices.
Plan and execute public relations campaign: Develop and implement strategies and tactics, incorporating AI-assisted tools for risk management and effectiveness in PR of events.
Plan and execute public relations campaign: Budget for PR of event
Apply the PR campaign for event
Appreciate and develop a professional and critical attitude towards the job of public relations for event.

Student tasks:
- Students must attend more than 80% of contact slots in order to be accepted to participate the PR campaign pitch for event.
- Student is responsible to do all exercises, assignments and labs given by instructor in class or at home and submit on time
- Use laptop in class only for learning purpose

Tools:
- Textbook
- Computer
- Internet

Materials:
description: Public Relations Strategies and Tactics
author: Dennis L. Wilcox
Glen T. Cameron
Bryan H. Reber
publisher: Pearson
published_date: 2015
edition: 11th
isbn: 978-1-292-05658-6
description: Successful Event Management: A Practical Handbook
author: Anton Shone, Bryn Pary
publisher: Cengage Publisher
published_date: 2019
edition: 5th
isbn: 9781473759114
note: Textbook EVN201

Assessments:
category: Class participation and preparation
type: on-going
weight: 10.0
duration: During all courses
question_type: CLO7
note: Participation grade will be given based on students' preparation, and quantity as well as quality of participation in classroom; quality of participation is demonstrated through asking relevant questions, making statements that add to and facilitate class discussion, and builds upon others’ comments. Class preparation and pre-reading before lecture will be assessed upon individuals' understanding and ability to answer questions in the class. Individuals will be called up randomly to be assessed.
category: Group project (Part 1)
type: on-going
weight: 10.0
duration: Slots 9
question_type: CLO1, CLO2, CLO3, CLO7
no_question: Part 1: Event PR campaign proposal

Written report and presentation
Option 1: Minimum length of the group assignment should be 10 pages, excluding appendices

Option 2: Follow lecturer's proposal
knowledge_and_skill: Written report: PR campaign of an event.
Presentation: 20 -25 mins/group
grading_guide: Chapter 1 - 8
note: In class and at home
Task Description:
Option 1:
Students assume they are working for a public relations agency and responsible for creating a public relations campaign for an event such as: launch product, conference, charity event, exhibition or festival, sport event... , which must include a realistic strategy for a real-life event, Students will design, develop and evaluate a campaign for a “real” client. They will meet the client face-to-face, take a brief and be tasked with developing industry-ready materials for a public relations campaign.
Or students will be provided with a list of current issues, and organisations linked to or impacted by those issues. From the list, they will select one issue and one organization to take care of.
A campaign proposal for the client must include:
Part 1:
(1) Executive Summary
(2) Situation Analysis
(3) Target Audience and key stakeholders
(4) Goal
(5) Objectives
(6) Key Messages

Option 2: For Constructivism Approach only: Follow lecturer's proposal
- Studying at the same time of EVN204.
- Participating in implementation PR for EVN204.
category: Group project (Part 2_
type: on-going
weight: 10.0
duration: Slot 20
question_type: CLO1, CLO2, CLO4, CLO7
no_question: Part 2: Strategies and Risks analysis

Written report and presentation
Option 1: Minimum length of the group assignment should be 10 pages, excluding appendices

Option 2: Follow lecturer's proposal
knowledge_and_skill: Written report: PR campaign of an event.
Presentation: 20 -25 mins/group
grading_guide: Chapter 9 -19
note: In class and at home
Task Description:
Option 1:
Students assume they are working for a public relations agency and responsible for creating a public relations campaign for an event such as: launch product, conference, charity event, exhibition or festival, sport event... , which must include a realistic strategy for a real-life event, Students will design, develop and evaluate a campaign for a “real” client. They will meet the client face-to-face, take a brief and be tasked with developing industry-ready materials for a public relations campaign.
Or students will be provided with a list of current issues, and organisations linked to or impacted by those issues. From the list, they will select one issue and one organization to take care of.
A campaign proposal for the client must include:
Part 2:
(7) Strategies and Tactics
Including communication tools: electronic/interactive media kit (ex: news releases, photographs, glossaries, fact sheets, FAQs, executive profiles, videos), brochures, digital media platforms (ex: blogs, social media, newsletter, magazine, etc.); print (posters, fliers, etc.), events and other promotional materials and elements
(8) Risk Analysis

Option 2: For Constructivism Approach only: Follow lecturer's proposal
- Studying at the same time of EVN204.
- Participating in implementation PR for EVN204.
category: Group project (Part 3)
type: on-going
weight: 10.0
duration: Slot 24
question_type: CLO1, CLO2, CLO5, CLO7
no_question: Part 3: Budget and Evaluation

Written report and presentation
Option 1: Minimum length of the group assignment should be 10 pages, excluding appendices

Option 2: Follow lecturer's proposal
knowledge_and_skill: Written report: PR campaign of an event.
Presentation: 20 -25 mins/group
grading_guide: All Chapters
note: In class and at home
Task Description:
Option 1:
Students assume they are working for a public relations agency and responsible for creating a public relations campaign for an event such as: launch product, conference, charity event, exhibition or festival, sport event... , which must include a realistic strategy for a real-life event, Students will design, develop and evaluate a campaign for a “real” client. They will meet the client face-to-face, take a brief and be tasked with developing industry-ready materials for a public relations campaign.
Or students will be provided with a list of current issues, and organisations linked to or impacted by those issues. From the list, they will select one issue and one organization to take care of.
A campaign proposal for the client must include:
Part 3:
(9) Budget
(10) Evaluation

Option 2: For Constructivism Approach only: Follow lecturer's proposal
- Studying at the same time of EVN204.
- Participating in implementation PR for EVN204.
category: Group project (Part 4)
type: on-going
weight: 25.0
duration: Slot 27
question_type: CLO1, CLO2, CLO2, CLO3, CLO4, CLO5, CLO6, CLO7
no_question: Part 4: PR campaign pitch

Written report and presentation
Option 1: Minimum length of the group assignment should be 10 pages, excluding appendices

Option 2: Follow lecturer's proposal
knowledge_and_skill: Written report: PR campaign of an event.
Presentation: 20 -25 mins/group
grading_guide: All Chapters
note: In class and at home
Task Description:
Option 1:
Students assume they are working for a public relations agency and responsible for creating a public relations campaign for an event such as: launch product, conference, charity event, exhibition or festival, sport event... , which must include a realistic strategy for a real-life event, Students will design, develop and evaluate a campaign for a “real” client. They will meet the client face-to-face, take a brief and be tasked with developing industry-ready materials for a public relations campaign.
Or students will be provided with a list of current issues, and organisations linked to or impacted by those issues. From the list, they will select one issue and one organization to take care of.
A campaign proposal for the client must include:
Part 4:
PR campaign pitch:
- Include part 1 to part 3.

Option 2: For Constructivism Approach only: Follow lecturer's proposal
- Studying at the same time of EVN204.
- Participating in implementation PR for EVN204.
category: Individual ASM
type: on-going
weight: 15.0
duration: Slot 15
question_type: CLO1,CLO2,CLO7
no_question: Questions or Activities proposed by lecturer
knowledge_and_skill: Follow lecturer's proposal
grading_guide: Based on the given exercise or case study at the beginning of the course or follow lecturer's proposal
note: Option 1: Critical Essay
At home
Task Description:
The critical essay is intended to help students identify basic concepts and principles of effective public relations by analysing a key development, change or issue applied to the field of PR and professional communication.
Students will choose a topic, from the list provided, or they may provide a detailed topic of their own to be cleared in writing by the lecturer. The topics are intended to justify some of the themes covered in the course and provide them with the opportunity to gain their knowledge and examine how their topic impacts on society, publics, consumers and professional practice.
Notes:
Students should provide clear illustrations/examples in their essay to show their understanding of the topic.
All topics are written as a draft. Lecturers have the privilege to change the content of each topic as much as they want.
Choose one from the following essay topics:
Topic 1: What are the pros and cons of using a celebrity as part of a promotional event?
Topic 2: Describe the work of an entertainment publicist. Would you be interested in applying for the job of press coordinator?
Topic 3: Why is it important for event executives to have a good relationship with the mass media? How can you as a PR professional facilitate that relationship?

Option 2: (For Constructivism Approach only): Follow lecturer's proposal
category: Tests (2)
type: on-going
weight: 20.0
duration: 30' in class
- Test 1: Slot 9
- Test 2: Slot 24
question_type: CLO1,CLO2,CLO7
no_question: Multiple choices
questions
Essay, Short questions
knowledge_and_skill: 25 MCQ or 5 short answer questions/test
grading_guide: Test 1: Topic 1 - 6
Test 2: Topic 7 - 13
note: In class, by instructors

Schedule:
session: -Course Overview
-Introduction to AI Integration in the course
-Topic 1: Defining Public Relations and Role & The Evolution and History of Public Relations
learning_outcomes: IT
materials: PFE201
session: Course Introduction
Course overview & introduction
Overview of course assessment
Topic 1: Defining Public Relations and Role & The Evolution and History of Public Relations
learning_outcomes: I
T
session: Topic 2: Ethical Considerations and the Role of PR Professional Bodies for event.
learning_outcomes: T
materials: PFE201
session: Topic 2: Ethical Considerations and the Role of PR Professional Bodies for event.
learning_outcomes: T
session: Topic 3: The Practice of Public Relations for event.
learning_outcomes: T
session: Topic 3: The Practice of Public Relations for event.
learning_outcomes: T
session: Group assignment Part 1: Event PR campaign proposal
- Applying PR plan
Individual assignment guide
learning_outcomes: I
T
U
session: Group assignment Part 1: Event PR campaign proposal
- Applying PR plan
Individual assignment guide
learning_outcomes: I
T
U
session: Topic 4: The Role and Scope of Research in Public Relations & The Public Relations Process for event.
learning_outcomes: T
U
session: Topic 4: The Role and Scope of Research in Public Relations & The Public Relations Process for event.
learning_outcomes: T
U
session: Group assignment:
- Review and report Part 1
learning_outcomes: T
U
session: Group assignment:
- Review and report Part 1
learning_outcomes: T
U
session: Topic 5: Communication Concepts and Practice in Public Relations for event.
learning_outcomes: T
U
session: Topic 5: Communication Concepts and Practice in Public Relations for event.
learning_outcomes: T
U
session: Topic 6: Evaluation and Measurement of Public Relations Programs for event.
learning_outcomes: T
U
session: Topic 6: Evaluation and Measurement of Public Relations Programs for event.
learning_outcomes: T
U
session: Topic 1 - 6: Review
Group assignment submission - Part 1
learning_outcomes: T
U
session: Topic 1-6: Test 1
learning_outcomes: T
U
session: Group assignment Part 2: Strategies and Risks analysis
- Present Part 1
- Guide Part 2
- Execute PR plan
learning_outcomes: T
U
session: Group assignment Part 2: Strategies and Risks analysis
- Present Part 1
- Guide Part 2
- Execute PR plan
learning_outcomes: T
U
session: Group assignment Part 2: Strategies and Risks analysis
- Present Part 1
- Guide Part 2
- Execute PR plan
learning_outcomes: T
U
session: Group assignment Part 2: Strategies and Risks analysis
- Present Part 1
- Guide Part 2
- Execute PR plan
learning_outcomes: T
U
session: Group assignment Part 2: Strategies and Risks analysis
- Present Part 1
- Guide Part 2
- Execute PR plan
learning_outcomes: T
U
session: Group assignment Part 2: Strategies and Risks analysis
- Present Part 1
- Guide Part 2
- Execute PR plan
learning_outcomes: T
U
session: Topic 7: Public Opinion: Role, Scope, and Implications for event; Audiences for event.
learning_outcomes: T
U
session: Topic 7: Public Opinion: Role, Scope, and Implications for event; Audiences for event.
learning_outcomes: T
U
session: Topic 8: Conflict Management and Crisis
Communication for event.
learning_outcomes: T
U
session: Topic 8: Conflict Management and Crisis
Communication for event.
learning_outcomes: T
U
session: Group assignment Part 2:
- Review Part 2
- Execute PR plan (Cont.)
Individual assignment submission
learning_outcomes: T
U
session: Group assignment Part 2:
- Review Part 2
- Execute PR plan (Cont.)
Individual assignment submission
learning_outcomes: T
U
session: Topic 9: Internet and Social Media: Role & Scope in Public Relations for event.
learning_outcomes: T
U
session: Topic 9: Internet and Social Media: Role & Scope in Public Relations for event.
learning_outcomes: T
U
session: Topic 10: Media Relations Management: Print Media & Electronic Media for event
learning_outcomes: T
U
session: Topic 10: Media Relations Management: Print Media & Electronic Media for event
learning_outcomes: T
U
session: Topic 11: Communicating Corporate Affairs for event.
learning_outcomes: T
U
session: Topic 11: Communicating Corporate Affairs for event.
learning_outcomes: T
U
session: Topic 12: Public Relations in: Entertainment, Sports, Tourism and Government
learning_outcomes: T
U
session: Topic 12: Public Relations in: Entertainment, Sports, Tourism and Government
learning_outcomes: T
U
session: Topic 13: Event Management
Group assignment submission - Part 2
learning_outcomes: T
U
session: Topic 13: Event Management
Group assignment submission - Part 2
learning_outcomes: T
U
session: Group assignment Part 3: Budget and Evaluation
- Present Part 2
- Guide Part 3
- Execute PR plan (Cont.)
learning_outcomes: T
U
session: Group assignment Part 3:
- Present Part 2 (Cont.)
- Guide Part 3 (Cont.)
- Execute PR plan (Cont.)
learning_outcomes: T
U
session: Group assignment Part 3:
- Present Part 2 (Cont.)
- Guide Part 3 (Cont.)
- Execute PR plan (Cont.)
learning_outcomes: T
U
session: Group assignment Part 3:
- Present Part 2 (Cont.)
- Guide Part 3 (Cont.)
- Execute PR plan (Cont.)
learning_outcomes: T
U
session: Group assignment Part 3:
- Present Part 2 (Cont.)
- Guide Part 3 (Cont.)
- Execute PR plan (Cont.)
learning_outcomes: T
U
session: Group assignment Part 3:
- Present Part 2 (Cont.)
- Guide Part 3 (Cont.)
- Execute PR plan (Cont.)
learning_outcomes: T
U
session: Topic 7 - 13 Review and Test 2
learning_outcomes: T
U
session: Topic 7 - 13: Test 2
Group assignment submission - Part 3
learning_outcomes: T
U
session: Group assignment part 4: PR campaign pitch
- Present Part 3
- Guide Part 4
- Execute PR plan (Cont.)
learning_outcomes: T
U
session: Group assignment part 4: PR campaign pitch
- Present Part 3 (Cont.)
- Guide Part 4 (Cont.)
- Execute PR plan (Cont.)
learning_outcomes: T
U
session: Group assignment part 4: PR campaign pitch
- Present Part 3 (Cont.)
- Guide Part 4 (Cont.)
- Execute PR plan (Cont.)
learning_outcomes: T
U
session: Group assignment part 4: PR campaign pitch
- Present Part 3 (Cont.)
- Guide Part 4 (Cont.)
- Execute PR plan (Cont.)
learning_outcomes: T
U
session: Group assignment:
- Present Part 3 (Cont.)
- Guide Part 4 (Cont.)
- Execute PR plan (Cont.)
learning_outcomes: T
U
session: Group assignment:
- Present Part 3 (Cont.)
- Guide Part 4 (Cont.)
- Execute PR plan (Cont.)
Group assignment submission - Part 4
learning_outcomes: T
U
session: Group assignment: Part 4
- PR campaign pitch
learning_outcomes: U
session: Group assignment: Part 4
- PR campaign pitch
learning_outcomes: U
session: Group assignment: Part 4
- PR campaign pitch
learning_outcomes: U
session: Group assignment: Part 4
- PR campaign pitch
learning_outcomes: U
session: Group assignment: Part 4
- PR campaign pitch
learning_outcomes: U
session: Group assignment: Part 4
- PR campaign pitch
learning_outcomes: U