JOUR 469 - PRSSA Bateman Case Study Competition

(3 units)

The Public Relations Student Society of America (PRSSA) Bateman Case Study Competition requires a team of undergraduate students to Research, Plan, Implement and Evaluate (RPIE) a PR/Ad campaign for a national client chosen by the Public Relations Society of America (PRSA) Foundation. Students will learn and apply the industry standards yet have full creative license to reach the target audience within the prescribed budget. Senior-level PR practitioners nationwide judge the submissions for first, second and third place winners.

Maximum units a student may earn: 3

Prerequisite(s): Journalism majors; JOUR 351; Instructor permission

Grading Basis: Graded
Units of Lecture: 3
Offered: Every Spring

Student Learning Outcomes
Upon completion of this course, students will be able to:
1. learn industry professionalism and expectations about public relations business operations and performance expectations for clients.
2. research and develop a situation analysis of the client, targeted audiences, competition, and topic.
3. craft a strategic plan with the PRSA 13 standard elements and develop appropriate public relations/marketing materials.
4. implement the plan for four weeks.
5. evaluate the plan, the implementation and assess the results.
6. submit competition completely adhering to all requirements.
7. practice media tools and technologies implementation, such as Slack for project management.

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