Date: Mon, 18 Nov 1996 15:57:39 MST
                                        From: Renee Buchanan [RBUCHAN@ssb2.saff.utah.edu]

University of Utah
Communication 500
PR Case Studies and Corporate Video
Instructor: Robert Tiemens

Office: 2517 LNCO, 84112
Phone: (801) 581-5822
E-mail: R.Tiemens@m.cc.utah.edu

Text: Hausman, C. (1991). Institutional Video. Belmont, CA: Wadsworth.

Prerequisite: COMM 236 (Introduction to Visual Media)

Description of Courses:

PR Case Studies and Corporate Video will be team-taught to produce communication materials for four or five non-profit clients, including video and other written pieces deemed necessary through research and client assessment.

Criteria for Designation:

1.Provides needed service: Non-profit organizations have a great need to communicate with their audiences, not only to rely program information but also to raise awareness of important social issues and raise money to address those issues. The resources for such communication, however, are often lacking. Numerous small non-profits exist with no designated communication staff position and little money for professionally produced communication materials. This team-taught service proposal would produce vital communication materials for four or five area non-profit organizations that they normally would not be able to produce. Corporate video in particular is beyond the reach of most non-profit budgets.

2. Relates to subject matter: PR Case Studies typically discusses communication problems in textbook cases, relating organizational actions to communication theory. Instructors often incorporate local examples in class discussion or assignments, both by evaluating past action or planning future actions and campaigns. This service project will present campaigns and case studies in an applied, practical manner, and will relate other sequence course material, such as research, writing and graphics skills. Corporate Video has already been taught informally as a service learning course using professional clients. By team teaching the courses, clients will be assured that their corporate video fits into an integrated package of communication materials and that the package works cohesively to solve communication problems.

3. Class methods relate to service experience: Working with professional clients will give students a realistic understanding not only of the production of a variety of communication materials, but also of the unique challenges faced by non-profits. Students will research audience awareness and knowledge of social issues before producing materials. Students will see first-hand the budget and time constraints faced by non-profits. And students will test the effectiveness of certain appeals in mobilizing, raising money, and communicating the mission of non-profits.

4. Methods for assessing service: Assessment of the service experience will take place through class discussions and individual team reports to joint sessions of the classes regarding the intricacies of the social issues involved and the organization's efforts to participate in those issues.

5. Recipients to be involved in the evaluation. The ultimate success of the class projects lies in their utilitarian value. Thus, the recipients become the final judges of the effectiveness of the materials produced by the classes. Assessments by the recipients are a necessary dimension of the evaluation process.

6. Service opportunities are aimed at the development of civic education. Due to the nature of the activities in both classes, students must become very knowledgeable of the institutions' objectives and their missions of community service. Students' understanding of the institutions' civic responsibilities is a necessary step in developing the communication materials.

7. Knowledge of the discipline informs the service experiences. The two courses involved are integral to the education of students in public relations and telecommunications within the Department of Communication. The opportunities to work with "clients" outside the university will further enhance the learning experience.

8. Learning from other class members. Both classes are based on learning from team projects. Indeed, the materials that are ultimately produced can be generated only through cooperation and teamwork of the class members.

Course Objectives:

  1. To understand various applications of video production in a corporate setting.
  2. To achieve an advanced level of competency in video production.
  3. To work in a production setting that involves client-producer interaction. Each member of the class will be responsible in some way for contributing to a production that meets the needs and satisfaction of an outside client.

Course Format and Requirements:

The class will be organized as a production agency which is in the business of producing training, promotional, and informational videos for outside clients. Each member of the class will be assigned to a production team, and each team will be assigned a project (client). 'Me clients consist of university and non-profit organizations that are willing to enter into a contract with our production house (the class) for the production and duplication of a video that will meet specific needs of the organization.

During the first few weeks of the quarter, we will concentrate on the pre-production process: identifying the needs of each client, defining specific objectives that the video presentations will achieve, preparing a budget for each video project, negotiating the budget with the client, preparing a full script and story board for client approval, and completing other pre-production tasks. The remainder of the quarter will be dedicated to the production of each project.

By enrolling in this class, you make a commitment to the completion of projects taken on by the production agency. That means your own personal reward (grade) is tied to the success of the agency in meeting the needs of the clients and in gaining client satisfaction. Your reward will be based on the quality of work and the level, of commitment you exhibit.

If you are not comfortable with participating in group projects, or if you cannot commit to attending every class, you should not enroll in this course. The deadline for withdrawing from the class is Friday, January 6. No withdrawals will be granted after that date.

Selection Criteria:
Non-Prof it Participation in PR Case Studies & Corporate Video

  1. Must be non-profit organization in the region (students will need to spend time with the staff).
  2. Time frame of spring quarter is reasonable to complete the communication materials.
  3. Non-profit is will to work with students and to commit time to meet weekly/regularly with them.

4 . Non-profit must have reasonable idea that video is part of needed communication materials.

5. Non-profit must be willing to pay for all video materials and other needed communication materials (such as brochure printing, etc.).