Needless to say, it's a challenge to figure out how to teach this class. Several years ago, I tried just applying my regular syllabus and schedule, but I killed myself by leading lecture/discussions for 3 hours at a time and killed the students by asking them to keep up on a week's worth reading when they're already in class for half a day (more if they registered for two classes). So this year I'm trying something entirely new.
I'm focusing the class around one giant case. I don't think anyone will be surprised that it's Wal-Mart. They're so huge they've got fingers in every pot and problems for every area of PR practice (community relations, crisis management, employee relations, B2B, multiculturalism, etc. etc. etc.-- and, yes, social media... hello, Edel-Mart). We're reading Fishman's The Wal-Mart Effect, which I will supplement with articles, Websites, and videos on both sides, and I've already thought of a couple of creative assignments like dividing the class in half to prepare two news conferences, one by labor, the other by Wal-Mart.
I'm open to suggestions, but class starts Tuesday so make it quick!
Wal Mart's interest in organic food products would be a good element to include. Their power as a buyer could be used for good here - more organically raised food is better for the environment and animal welfare. But will they push for weaker standards to keep prices down, and what impact will that have?
Posted by: Anonymous | May 19, 2006 at 09:41 AM
Help:I think I may have stumbled into the right place. I am a recent college grad who focused her studies quite heavily on the liberal arts. The issue is that currently I am working as comunications coordinator for a small non-profit and have little experience with pr. My bosses want me to pitch 3 stories this year on our educational programing and I don't even know where to begin. So I am blowing through online articles for a clue and asking you for HELP!
Posted by: Regina | June 26, 2006 at 10:16 AM