PRSA Pitch_NYU PR MBA Pitch
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The presentation summarizes a proposed pilot PR-MBA program at NYU Stern School of Business. It outlines NYU's mission to be an international center of scholarship through attracting outstanding faculty and students. It then provides details of the proposed curriculum, including an overview of course topics and learning outcomes. The presentation highlights NYU's existing strengths in PR programs and faculty, and notes that NYU recently won PRWeek's "PR Program of the Year Award". It positions the proposed online PR-MBA program as leveraging NYU's existing academic excellence and reputation.
PRSA Pitch_NYU PR MBA Pitch
- 1. PR-MBA Pilot Program December 2011 Presented by: Dean of NYU Stern School of Business IMPORTANT: This is a fictional presentation for an NYU-SCPS Public Relations Assignment
- 2. first – our mission statement New York University's mission is to be an international center of scholarship, teaching and research defined by a culture of academic excellence and innovation. That mission involves retaining and attracting outstanding faculty, encouraging them to create programs that draw the best students, having students learn from faculty who are leaders in their fields, and shaping an intellectually rich environment for faculty and students both inside and outside the classroom. In reaching for excellence, NYU seeks to take academic and cultural advantage of its location in New York City and to embrace diversity among faculty, staff and students to ensure the widest possible range of perspectives, including international perspectives, in the educational experience
- 3. the baseline example PRF&P Public Relations Functions & Practices Completed, Winter 2011 a success story worth sharing
- 4. one simple philosophy: The Truth. NO SPIN
- 5. curriculum objectives expose {title} introduce • {text} PR Program create produce 5
- 6. high level course overview W10 Selling PR Programs W9 B2B PR & Analyst Relations W8 Campaigns Success, BE & PR & Blogging W7 Integrated Marketing Communications W1 W2 W3 W4 W5 W6 The 360-Degree Clear Writing PR Planning Traditional PR & Digital & Social Crisis PR Snapshot Media Relations Media Comm's Communication Tools
- 7. learning outcomes To define traditional & New PR; PR && brand To define traditional & New PR; PR brand image & audience image & audience Editing strategies; targeted messages; Editing strategies; targeted messages; content & writing styles content & writing styles PR plan elements; measureable objectives PR plan elements; measureable objectives Traditional public /media relations toolkit Traditional public /media relations toolkit Recognize value of customer feedback && Recognize value of customer feedback interactivity. interactivity. Digital/social media communication Digital/social media communication strategies strategies Identify/manage crisis communication Identify/manage crisis communication elements elements Integrated Marketing strategies Integrated Marketing strategies Understand PR/comms lifecycle Understand PR/comms lifecycle PR presentations, styles & writing PR presentations, styles & writing
- 9. why nyu?
- 10. why nyu? New York University is an academic power with a $2.1 billion endowment, more than 19,000 undergraduates and a number of top-notch MBA programs already proven successful Our faculty are all leading scholars and practitioners in the PR and corporate communication field Our current PR programs boast talented student bodies... In fact…. PRWeek magazine gave NYU its inaugural "PR Program of the Year Award"
- 11. why nyu? Welcome to NYU SCPS Online
- 12. why nyu? We’ve got distance learning covered
- 13. questions…?
Editor's Notes
- #2: Thank you for meeting with us today. We are very excited to demonstrate how effectively a PR-MBA Pilot Program could be integrated to our highly successful current PR offerings - seamlessly.We’d like to share with you our perspective on PR education and how the PRSA would benefit from selecting NYU to run the Pilot
- #3: NYU’s Mission Statement is available in the Executive Summary.. But it’s worth me pausing for a moment on this slide to emphasize that we are genuinely proud to represent this mission statement in it’s entirety. It’s vital that any partnership or new program we incorporate into the faculty fits this big picture goal
- #4: - With specific PR-MBA components to be detailed in forthcoming plans, overall we envision a series of 15 required courses and one elective. Each course would bedesigned to build on previous courses with obvious integration to overarching PR- MBA objectives - The course example we are going to present to you as a baseline case study, is the recently completed Public Relations Functions and Practices Course, held during the Fall of 2011. - It’s definitely a success story worth sharing and highlights some key offerings within the NYU framework.Today we’ll be discussing 4 topics directly demonstrating the PRF&P model – that being: 1. curriculum objectives 2. a high level course overview 3. the learning outcomes; and 4. the blog componentThe final topic will cover :5 Why NYU should be chosen to Pilot the PR MBA ProgramWe’d then love to elaborate on any topic not covered and also answer specific questions you may have
- #5: [Ice breaker slide..Presenter to have some fun with this..]Before we get into it. One simple point of difference that separates NYU’s PR Curriculum from others: the core philosophy of: The Truth. No Spin [catchphrase for tone of presentation]. This is an important mindset in the current PR/Strategic Communications landscape. At NYU, we go beyond the foundational “nuts & bolts” of Public Relations, in even our basic PRF&P course offering. We instill the “the new PR” perspective of Trust and personal responsibility in all relationships. There is no grey area when it comes to the importance of Integrity and this not only applies to our PR program, but the entire NYU extended faculty.
- #6: Lets now take a look at PRF&P’s curriculum objectives Expose: students to competencies & technical skills profession requires & provide a sense of what actually happens in “real life” public relationsIntroduce: areas that make up New PR (consumer product communications;non-profit PR;corporate social responsibility;issues/crisis management; integrated marketing;and digital/social media communicationsCreate: PR strategies & develop tools that support them (news release; fact sheet;pitch letter;e-mail pitch;media advisory/tip sheet; & variety of digital/social media communicationsProduce:& use various PR tools, and understand how they fit into a comprehensive PR/communications program.We can see, even from this basic model – that students are combining theoretical learning with real-world experiences.
- #7: - Now that we’ve covered the curriculum's objectives.. Lets take a high-level look at PRF&P’s weekly course trajectory. - As this chart demonstrates, progressive learning built on both foundational and strategic elements are covered in a relatively short period of time - The PRF&P course offering at NYU has been a HUGE success. - We are both proud and excited to utilize it as an example of the potential a PR MBA pilot program could springboard off.
- #8: We’ll skim through this slide quickly as I don’t want to bog you down with information overload.The essence of what this graph is showing – is measureable weekly learning outcomes that directly correlate to “real life” PR scenarios.Students are gathering skills in areas such as research, strategic planning, written and oral communication and executionAt this point I’d like to mention that the presentation (along with the Executive Summary) is bound in hardcopy for you to take away and read in detail later.
- #9: - This component of the PRF&P curriculum is deserving of it own story. [presenter to click on hyperlink for quick live view of blog.. Whilst talking to these points:] - Just as important as “the truth. so spin” philosophy is the practical, direct dialogue experience with an audience offered via a Live Blog - The PRF&P students were to maintain weekly, individually contributed content on the subject matter covered during the week’s course - Students could also create topics or share any insights as they saw fit - One student per week volunteered to act as the Design Administrator (which was a live, student led tutorial on Crowdsourcing). - The evolution and growth of this portal over a 10 week period was extraordinary, and would be highly effective for all course offerings as part of the MBA pilot - NYU has tested this method effectively and student feedback has been overwhelmingly positive.
- #10: - We’ve now painted a high level picture of the PR course objectives, content, learning outcomes and the importance a Live Blog component to any PR related curriculum… - We’d now like to summarize why NYU should be chosen to Pilot the PR-MBA Program.
- #12: We’ve got the distance learning technology covered with NYU SCPS Online: a global learning platform Courses are delivered through the NYU SCPS Online course management system supported by the Epsilen™ Global Learning System. - The Epsilen™ environment provides students and faculty with an array of rich synchronous and asynchronous course tools including wikis and blogs, text chat, voice-over IP, live video conferencing, social networking spaces, and ePortfolios. - The PR F&P course we showcased was successfully completed entirelyonline via this very gateway.
- #13: - We’ve got a state-of-the-art online classroom that lets you learn on a schedule that suits your lifestyle - Real-time online meetings with advisors, instructors, and fellow students help turn your desktop into a classroom community. - This particular screen shot is from the live archive is available to all course students at any time post real-time class. - As you can see, a solid, tested and interactive back-end system like this is a huge advantage to any professional course offering – including the proposed MBA Pilot course with NYU
- #14: - This concludes today’s presentation, I’d like to thank you once again for taking the time to hear our perspective and offerings. - Lets discuss your questions now and agree on a timeframe to meet again to progress NYU’s involvement in the PR MBA Pilot initiative.