Book Review Assignment (due Friday, Aug. 6, 2010 at 5 p.m.)

Book Review

You were assigned a book earlier this semester. You are responsible for reading the book. Then what?

You are going to write a review of the book. A review is a critical evaluation of a text, event, object, or phenomenon. You will NOT write a report that tells me what the book is about.

The goals of this assignment are to give you an understanding of key strategies and thinkers and to connect the topics and theories learned in your PR classes to the book.

To understand writing a review, go here: http://www.unc.edu/depts/wcweb/handouts/review.html (There are also examples on this page.)

Before you write, you need to focus your thinking. Here are some questions to consider (taken from the UNC Writing Center):
• What is the thesis—or main argument—of the book? If the author wanted you to get one idea from the book, what would it be? How does it compare or contrast to the world you know? What has the book accomplished?
• What exactly is the subject or topic of the book? Does the author cover the subject adequately? Does the author cover all aspects of the subject in a balanced fashion? What is the approach to the subject (topical, analytical, chronological, descriptive)?
• How does the author support her argument? What evidence does she use to prove her point? Do you find that evidence convincing? Why or why not? Does any of the author's information (or conclusions) conflict with other books you've read, courses you've taken or just previous assumptions you had of the subject?
• How does the author structure her argument? What are the parts that make up the whole? Does the argument make sense? Does it persuade you? Why or why not?
• How has this book helped you understand the subject? Would you recommend the book to your reader?
Beyond the internal workings of the book, you may also consider some information about the author and the circumstances of the text's production:
• Who is the author? Nationality, political persuasion, training, intellectual interests, personal history, and historical context may provide crucial details about how a work takes shape. Does it matter, for example, that the biographer was the subject's best friend? What difference would it make if the author participated in the events she writes about?
• What is the book's genre? Out of what field does it emerge? Does it conform to or depart from the conventions of its genre? These questions can provide a historical or literary standard on which to base your evaluations. If you are reviewing the first book ever written on the subject, it will be important for your readers to know. Keep in mind, though, that naming "firsts"—alongside naming "bests" and "onlys"—can be a risky business unless you're absolutely certain
Your review must have 3 key elements:
1. an introduction
2. summary of content
3. analysis and evaluation of the book
4. conclusion

Your book review is due Friday, August 6 at 5:00 p.m.

Questions to Ask on Your Interview

So the semester just started, and I'm throwing you to the wolves with this assignment to interview someone in the PR industry.

Cheer up. At least you do not have to come up with a question list or guide. Here is one for you.

Company Background and Job Responsibilities
1. Please tell me a little bit about yourself.
• What is your academic background?
• What previous work and/or networking experiences lead you to your current position?
• PROBE: How true is the idea that “it’s all about who you know” for public relations practitioners into sports?
• [Added if deemed relevant] What are the major differences working in-house versus working for an agency?
2. Please tell me about the history of the company you currently work for.
3. How long have you worked for this company?
4. What is your job title?
5. What are your daily responsibilities?
6. What do you enjoy the most about your current job?
7. What do you enjoy the least?
Outside Perceptions
1. What words do you use when explaining to someone outside the industry about your job?
2. What are some of the stereotypes, if any, that people outside the industry might have about your job?
a. What are the most overlooked aspect of (insert industry/area) public relations?
3. Is it important to you that people have a correct understanding of what your job entails? 

4. Do you agree that the outside perception is often that public relations is a glamorous profession?
5. Do you consider public relations a glamour profession?
a. Why or why not?
6. How do you think your job experiences differ from those of public relations practitioners who do not work in this industry?
7. In your opinion, what is the difference, if any, between public relations and publicity?
a. FOLLOW-UP: How would you classify what it is that you do?
8. What do you think are the biggest challenges or concerns facing you as a public relations practitioner in sports?
9.
Symmetrical Communication
1. If your client audience reacts negatively to a campaign, how do you handle the problem?
a. Can you give a specific example when this occurred and explain how it was handled and with what effect?
2. What media channels do you use most often? [dropped]
3. How are decisions made in your company? Do you feel that all public relations practitioners have an equal opportunity to share in your company’s decision-making process? Can you give an example?
4.
Strategic Planning
1. How do you define public relations? Do you see public relations as a part of the marketing function?
2. Do you read industry trade publications? If so, which ones? How do these publications inform the decisions that you make?
3. What do you think is involved with "working strategically" in your field? Do you work strategically?
4. How large of a role does Integrated Communications play in the campaigns you work on? Do you work with advertising, marketing, and other departments when developing your campaigns?
5. When you get a new client, what steps do you take to inform yourself and ultimately decide the format of the campaign?
6. Would you take me through the process of developing the campaign you are most proud of?
7. How do you work to cultivate and maintain relationships with the media?

Other
What are some words of advice for those who are entering the field?
Is there anything else about your job or sports public relations that you would like me to know about?
May I contact you later to clarify points of our discussion today or to ask additional questions?

JOB DESCRIPTION: Communications Coordinator Global Campaign for Climate Action/TckTckTck Coalition (www.tcktcktck.org)

JOB DESCRIPTION: Communications Coordinator

RESPONSIBLE TO: Executive Director

Note: The post is line managed by the Executive Director, in cooperation with a Communications Strategist/Advisor working as a consultant to the campaign.

OVERALL PURPOSE: To work with the GCCA core team and partners to implement the communications strategy and provide high quality advice and services.

ACTIVITIES:

1. Communications Coordination

• Coordinate communications functions within the GCCA Secretariat (digital strategy, media plans, celebrity engagement, campaign events etc).
• Facilitate and support the GCCA communications working group (Secretariat plus partner organizations) including coordinating calls and meetings.
• Ensure effective communications flow and consultation.
• Participate in the meetings of the Secretariat and relevant working groups and provide ongoing advice about communication and media aspects of the campaign.

(Availability outside normal business hours and international travel will be required from time to time).

2. Media Coordination

• Provide media advice and coordination to the GCCA Secretariat and partners.
• Monitor key media outlets in order to advise on appropriate approaches and opportunities.
• Liaise with key media outlets on behalf of the campaign when appropriate and in cooperation with partners.
• Develop media tools for use by the partners.
• Provide or arrange for media monitoring services across key countries and outlets where possible.
• Provide support to individual organisations when needed to ensure maximum international exposure of stories that contribute to the aims of the campaign.
• Contribute to the partners’ rapid response to news events, and develop and pitch longer-term feature stories for print, television, web and radio on behalf of the campaign where appropriate.

3. Communication and Media Strategies

Contribute to and develop communications and related strategies and workplans, including the development of key messages and pathways and where necessary, supervise the work of consultants.

4. Production of Communications Materials

• Produce or oversee production of written, visual and audiovisual materials, for on-line and off-line use. Develop and manage a photo, av and open source library.
• Undertake the development and maintenance of policies to ensure best practice and legal compliance.

Skills and Qualifications Required:

• At least 3 years experience as a communications specialist or journalist
• Proven experience in coordination of teams and working groups, preferably in coalitions
• Proven experience in creative writing and editing;
• Fluency in written and spoken English, and another language desirable (especially French or Spanish);
• Ability to write quickly, succinctly, and cleanly, and to respond quickly to breaking news;
• Ability to handle numerous tasks at one time, and to calmly handle stressful situations;
• Ability to work productively without supervision;
• Ability to think creatively and independently;
• Ability to synthesize input from various sources;
• Understanding/experience of non-governmental organisations and campaigning;
• Ability to travel;
• Ability to be flexible and adapt to the requirements of different organisations represented in the coalition;
• Relevant experience in NGO campaigning and/or climate issues desirable.

This is a full-time assignment in principle. The campaign is anticipated to run for five years. Funding is re-approved annually. Location and remuneration negotiable.

Please send application letter and CV to manish.joshi@tcktcktck.org. Your application letter should specify your skills and experience in relation to each of the activities listed above.

Day 1 of PR Campaigns: Syllabus Scavenger Hunt

Welcome to Public Relations Campaigns!

Directions: Divide into groups. Each group should have one recorder who will submit your group's answers in the comments section of this blog. (I would suggest that you write/type in Microsoft Word or TextEditor.)

Working collaboratively, discover the answers to the following questions about the syllabus for this course.

Please submit your answers in the comments. 

1. What is your professor’s name?
2. Where is your professor’s office located?
   
3. List two ways you can get in touch with your professor.
4. What materials will you need for this course?
5. When is your first assignment due?
6. How will quizzes be conducted?
7. When is the final exam?
8. How will your grade be determined in this course? (How many points is each assignment worth?)
9. What is your professor’s opinion on cell phones and other electronic devices in class?
10. What items are necessary to doing well in this course?
11. List two questions that you have about this course that are not answered on the syllabus.