Andrew Douglas B2B journalist, turned PR man, specializing in new media.

Syllabus – Turf Communications

Course description

Turf Communications I (DTM 1500)

Fall 2009

Department of Plant Agriculture, Guelph Turfgrass Institute

Class meets:             Mondays @ 10:30 a.m. – 12:20 p.m. in MAC 307

Fridays 12 – 2:30 p.m. in MAC 308

Instructors

Owen Roberts

owen@uoguelph.ca

519-824-4120 Ext. 58278

Andrew Douglas

andrewd@uoguelph.ca

Anne Douglas

douglasa@uoguelph.ca

Room 437E University Centre, 107 Johnston Hall

Office hours: By appointment

Class announcements will be posted on the listserv. Class members are subscribed through their uoguelph.ca email accounts, the University of Guelph’s officially recognized email system. Check your uoguelph.ca email daily for official University of Guelph announcements.

About Turf Communications I (DTM 1500)

This course aims to provide students with the practical communication skills needed for supervisory positions in turfgrass management.

Regular writing exercises and related activities, such as public speaking and event planning, will enable students to prepare and execute communications strategies through the simulation of real life situations in turfgrass management.

The cornerstone of this course is flexibility. Course content and delivery will reflect the realities of business management and communications – one reality being that priorities change. Students will carry out timely assignments, particularly developing a communications event and plan using a variety of media.

By the end of the course, students will be able to:

• create and explain a basic communications plan
• know how to give credit for ideas and why
• know the indicators of a credible information source
• conduct internet research
• be able to distinguish a good visual from a poor one
• create and deliver a PowerPoint presentation with visuals
• write effective business communications
• give and receive constructive feedback
• understand the importance of media relations
• understand and use social and digital media
• be aware of the issues and trends in turfgrass management
• understand the value of networking
• form a network of professional alliances

Recommended resources:

1. Canadian Press Stylebook (http://www.thecanadianpress.com/books.aspx?id=182)

2. Oxford Concise Dictionary (www.askoxford.com)

3. Online Writing Laboratory at Purdue University (http://owl.english.purdue.edu/owl/)

Recommended reading and viewing:

1. The Globe and Mail (www.theglobeandmail.com)

2. The Toronto Star (www.thestar.ca)

3. SCOREGolf (www.scoregolf.com)

4. CBC radio and television (www.cbc.ca)

Course format and evaluation

This course has three assignments and one assessment.

Communications plan and presentation: 40 per cent

Communications event component: 25 per cent

Citizen journalism: 30 per cent

Instructor’s overall assessment: 5 per cent

Total: 100 per cent

No final exam is scheduled.

Assignments

Assignment 1 — Communications/Marketing Plan (40 per cent): Create and present a communications plan for our symposium. The plan will be presented using Power Point and submitted in Microsoft Word. It will incorporate media relations, promotional material, digital and social media.

Marking scheme:

Written plan: 20 per cent

Power Point presentation: 20 per cent

The communications/marketing plan will be structured to include eight key components:

1. Situational Analysis
2. Goal
3. Target Audience
4. Objectives
5. Strategies
6. Budget
7. Tactics
8. Workback Schedule

Assignment 2 — Symposium (25 per cent): Students will divide tasks in implementing a symposium and related communications/marketing plan. Each student will be evaluated on his/her ability to execute tasks with thoroughness and effectiveness.

Marking scheme:

Effort/evidence of organization: 10 per cent

Results: 15 per cent

Assignment 3 — Citizen journalism (30 per cent): Students will use the blogging platform WordPress (www.wordpress.org) to create a blog designed to promote discussion on turfgrass topics. Students are to approach this assignment as citizen journalists, and regard the blogs as a medium for raising relevant turfgrass news and issues or reporting on weekly turfgrass field trips. Twelve 250-word entries – one per week – are required. Use Canadian Press style for entries.

Marking scheme:

Content – 24 per cent (12 entries, 2 per cent each) based on newsworthiness, originality, spelling and grammar.

Links – 6 per cent (12 links; .5 per cent each)

Instructor’s overall assessment (5 per cent): Assessment criteria include attitude, curiosity, participation, questioning guest lecturers, quality of comments during news/issues review, initiative and news sense.

Suggested resources

Presentations:

1. Learn from the best: Tips from Toastmasters.

http://208.179.211.4/MainMenuCategories/FreeResources/NeedHelpGivingaSpeech/TipsTechniques.aspx

2. Twelve rapid-fire tips for better speeches.

http://www.shakethatbrain.com/stb-damn%20good%20speech.html

3. A video on using your voice effectively.

4. Tips for introducing and thanking speakers.

http://www.helendyrkacz.com/helenstips.html

Citizen journalism:

1. A primer on citizen journalism from Wikipedia.

http://en.wikipedia.org/wiki/Citizen_journalism

2. An excellent column on the merits of blogging versus column writing.

http://blogs.chicagotribune.com/news_columnists_ezorn/2007/01/i_feel_so_lazy_.html

3. A lengthy YouTube tutorial on WordPress by an independent blogger:

4. What makes a good blog?

http://www.43folders.com/2008/08/19/good-blogs

SCHEDULE OF ACTIVITIES

Week 1

Sept. 11 Lab

Review course outline, sneak peak at citizen journalism

Week 2

Sept. 14 and 18

Sept 14 Lecture

Using mainstream media, citizen journalism and new media to build business

Sept 18 Lab

Mainstream media, citizen journalism, new media

Week 3

Sept. 21 and 25

Sept. 21 Lecture

Building a communications plan

Sept. 25 Lab

Building a communications plan

(Discuss final event/symposium)

Week 4

Sept. 28 and Oct. 2

Sept. 28 Lecture

Media relations and sponsorship

Oct. 2 Lab

Symposium planning and communications plans, how to write a news release

Week 5

Oct. 5 and Oct. 9

Oct. 5 Lecture

The 30-second pitch

Oct. 9 Lab

The 30-second pitch, symposium and communications plan, write news release re: blogs

Week 6

Oct. 12 and 16

Oct. 12 Lecture

Cancelled – Thanksgiving

Oct. 16 Lab

Plan symposium, work on communications plan

Week 7

Oct.19 and 23

Oct. 19 Lecture COMMUNICATIONS PLANS DUE

Present communications/marketing plans for symposium

Oct. 23 Lab

Evaluate and discuss communications plans

Week 8

Oct. 26 and 30

Oct. 26 Lecture

Implementing a communications/marketing plan

Oct. 30 Lab

Implementing a communications/marketing plan

Week 9

Nov. 2 and 6

Nov 2 Lecture

Print marketing and graphic design

Nov. 6 Lab

Print marketing and graphic design

Week 10

Nov. 9 and 13

Nov. 9 Lecture

Digital marketing and communications materials

Guest Lecturer: Tim O’Connor, President of O’Connor Golf Communications

Nov. 13 Lab

Eblasts, ezines, enewsletters and other digital communications tools

Week 11

Nov. 16 and 20

Nov. 16 Lecture

Etiquette for business

Nov. 20 Lab

Symposium planning

Week 12

Nov. 23 and 27

Nov. 23 Lecture

Using podcasting and video in business communications

Nov. 27 morning (Nov. 27 afternoon lab cancelled)

SYMPOSIUM: Doing More with Less: Turf in tough times

Week 13

Nov. 30 Lecture

Debrief event

Dec. 3 Lecture

Review and evaluation

Expectations

1. You’ll come to class and contribute.

2. You’ll meet deadlines.

3. You’ll learn new skills.

4. You’ll listen when we talk, and we’ll listen when you talk.