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Public Relations Internship

Syllabus and Application Materials (15 pages including cover) COMM 4605: PR Internship

Program Outcomes: (This course contributes to the outcomes emphasized by boldface text.)

• Demonstrate public relations driven knowledge and understanding

• Demonstrate written, oral and visual communication knowledge and application proficiency for public relations purposes

• Demonstrate critical thinking, problem solving, and decision making proficiency relevant to public relations purposes

• Demonstrate research knowledge and application proficiency for public relations purposes

• Demonstrate strategic planning knowledge and application proficiency for public relations purposes

• Demonstrate preparedness for professional life and/or further academic study

Course objectives: 1. To witness public relations application in the real world setting

2. To witness the application of research to public relations strategy in a professional setting

3. To develop written, oral and/or visual communication skills (including electronic) in a professional setting

4. To develop critical thinking, problem solving, decision making and/or strategic planning skills in a professional setting

5. To demonstrate success in the application of professional skills beyond the university setting

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They lead to: • better job

placement • better salary

negotiation • better job

choices (Source: NACE 2012 Internship & Co-‐op Survey

Introduction to the Course/Experience: Congratulations! You are at a point in your public relations career where you are ready to pursue an internship! You need to know six things before you are successfully enrolled in and complete an internship.

1. The experience must take place with an organization external to UCM; no UCM-‐affiliated internships are allowed.

2. You must receive personal approval yourself for internship credit eligibility. You receive this from the UCM public relations internship advisor. Here is how that works:

a. You receive approval by completing Section 1 of the Intern Eligibility form, attaching a current résumé and Central Degree DegreeWorks audit report to it, and submitting it to your UCM internship advisor.

b. Your advisor will notify you by email if and when you receive internship eligibility.

c. Internship eligibility lasts for your entire career with the UCM PR program. If you want to earn credit for more than one 3-‐credit internship you do not have to receive eligibility for the second one*; but you do need official approval for each internship itself. *Internship credit beyond the required 3 hours has additional prerequisites.

3. Read through the Internship Requirements & Expectations to make sure you understand what is required of you to successfully complete an internship. Expectations revolve around number of hours worked, weekly logs, a student-‐authored professional critique of the internship, a portfolio or presentation of sorts, and a formal internship supplier/employer performance appraisal. Keep the PR Internship Requirements & Expectations, the Internship Course Notes and this Introduction sheet for your use as you complete the internship.

4. You must also apply for and receive an internship from a professional organization. Once you have done this, access the Approval of PR Internship Placement form, complete Section 1, give it to your employer and have that person review it. If the organizational representative approves, he/she should (Section 2) draft (on official letterhead) a job description for your particular internship, attach it to the Approval of PR Internship Placement form, and email or mail it back to the PR Internship Advisor. The contact information for the PR Internship Advisor is at the bottom of the Approval of PR Internship Placement form. No PR internship approval will be granted for positions with or facilitated by UCM.

5. Once you have (1) received your own internship eligibility approval and (2) the internship you want to complete has been approved by the PR program as appropriate to your professional goals, the PR internship advisor will help you enroll in the needed semester-‐relevant credits.

6. Internships may be completed during the fall, spring or summer session.

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Internship Requirements & Expectations: Pay close attention to the public relations internship requirements. • General prerequisite: 2.33 major GPA • Prerequisites for required 3 COMM 4605 credits: COMM 2620, COMM

2625, COMM 3620; Prerequisites for elective COMM 4605 1-‐3 hours: COMM 2620, COMM 2625, COMM 3620, COMM 3625, COMM 4680 & a substantively different job description. (C or better in each required)

• Work a minimum of 60 hours for each internship credit hour. • Submit a weekly log of your internship activities and experiences to

your UCM internship advisor, including PR observations and a description rating your performance. See the Example: Weekly Log. Logs must come weekly, not at the internship’s end. Late logs will be assessed a 20% deduction for each day late.

• Develop a portfolio of relevant internship work, making sure you provide at least 1 digital file (example) to the UCM internship advisor (worth 10 points in the Professional Critique rubric).

• Final grades are the sum of your Weekly Logs (25%), Professional Critique* (25%), Participation (10%), and Performance Appraisal (40%) scores. See the attached example PR Internship Grade Sheet.

• *Professional Critique requirements: This paper should follow the format and style of a feature story as closely as possible (use AP style) that addresses items 1-‐8 listed below. (Do not forget a carefully crafted introduction and conclusion.) It must be typed and paginated. Note: If a feature story style is not used, the PC grade can be docked 20 points. The intent is to whet the reader’s interest, not merely report.

1. Introduction 2. Describe the organization for which you interned. Include

departments, number and kinds of staff, and how the department you interned in related to other departments (i.e. clearly describe the relationship PR had to other departments and the role it played in or for the organization).

3. Describe the culture of the organization and your department. Reflect on how you perceive the culture to invite or prevent successful public relations initiatives.

4. Describe your typical and atypical days: Describe normal working hours and expectations along with major deviations you experienced. Describe your duties.

5. Discuss how your coursework prepared or did not prepare you for the internship. Be specific. Give examples. Let the reader know where you are at in your coursework progression.

6. Devote two or three paragraphs to a review of the strengths and weaknesses of the experience. Address how it added to your PR knowledge and skill; outline ways it could have been better. In other words, discuss whether or not the experience met your pre-‐internship expectations. Discuss whether you met your own expectations.

7. Articulate what you wish you had done differently during the internship. Make a clear recommendation about whether you feel this internship would be beneficial to other public relations students. Tell the reader why you believe as you do. This report is confidential and will only be seen by your UCM internship advisor; it will not be shown to members of your internship employer. You may be asked to present.

8. Conclusion

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Public Relations Internship Log Name: (Your Name) Week: June 15-‐June 21 (Week #5) Hours worked: _____ Total hours to date: _______ Weekly Activities: Monday:

I spent this morning cutting and filing clips. I was able to go to lunch with 5 other staff members and the VP for Corporate Communication. I was afraid I would do something stupid. I think I made it through OK. This afternoon, I was instructed to come up with some pitches for local tabs. I got a hold of each tab’s editorial calendar and went to work.

Tuesday:

I kept working on my pitches until I had to run some errands. I was on my own for lunch. This afternoon, I helped set up a press conference about having obtained a patent on a company product. I did not know how many hours went into setting up a conference like this for only about 15 minutes of actual airtime. Whew!

Wednesday:

Log entry.

Thursday:

Log entry.

Friday:

Log entry.

Public Relations Observations: I continue to be impressed with how confident my boss is in anything he does. He was cool as a cucumber even when something went wrong, like the mikes not working 90 seconds before the press conference began. He fielded reporters’ questions easily…I wouldn’t have an idea how to pick and choose whose question should be answered. I am also still trying to understand how much of PR is people and oral skills. Writing is really important, but the interpersonal is also tough. I wish I had more experience in that. I think a lot of PR is personality driven…the individual with personality gets favorable coverage and response, of course that depends on the culture of the situation. There is a lot to learn beyond the PR classroom. Rating My Performance for the Week: I did a really good job keeping up with my regularly assigned tasks this week. I was able to avoid getting burned out by pacing myself instead of trying to get everything done as fast as possible…I find immediacy and sanity are a fine balance. I think I did pretty well using strategic planning and critical thinking skills. I had to work hard to come up with pitch ideas for the local tabs. I am getting braver asking questions, too. That makes me feel good about myself.

Example: Weekly Log

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Internship Course Notes: Assignments:

Weekly Logs: You will write and submit weekly logs that reflect your professional thoughts about your daily activities, performance and observations. They will also include a section in which you make PR Observations and spend time Rating Your Performance. Log entries must also contain the dates and hours worked. See the “Example: Weekly Log.” Weekly logs must be submitted by 11:59 p.m. the Saturday after a completed week (a week ending on Saturday, July 3 would have logs due by 11:59 p.m. Saturday, July 10). Late submissions will be assessed a 20% deduction per day late. Professional Critique: This is to be a well-‐written piece chronicling your professional observations and experiences about your internship and the environment/culture in which it takes place. It is to be written near or at the end of the internship. It needs to be written (as best you can) as a feature story so it interests the reader and doesn’t just report. See the description under Internship Requirements and Expectations. Participation: A Blackboard community will be formed for your particular internship group, determined by semester enrollment. Your UCM PR internship advisor will ask that you participate in directed discussions, etc. about your internship experience. Performance Appraisal: Professional performance is best assessed through the formal performance appraisal process. Your performance will be formally appraised by your internship employer (site supervisor). The performance appraisal form for use by your internship employer will be supplied by your UCM PR internship advisor at least once if not twice during the experience. The results will be shared with you. See attached example UCM PR Internship Performance Appraisal.

Assignment Due Dates: Assignments are due ELECTRONICALLY unless stated otherwise by your UCM PR internship advisor. Pay close attention in to your UCM email account and Blackboard messages so you keep abreast of what is going on. Late assignments from you (meaning even those turned in on the day due yet after a set deadline) will be assessed a 20-‐point or (20%) deduction for each day late. Example: A log is due in by 11:59 p.m. Saturday and you submit it Sunday at 12:30 a.m. – the result is a 20 percent deduction from the total points possible. Internship deadlines are established early in the semester and you have 24-‐hour electronic submission access. There is no excuse for anything being late. Managing your internship work deadlines at the same time as your academic deadlines is good practice for your professional future. Participation & Preparedness: Preparation for class (i.e. reading assignments when scheduled, adding to discussions) will ensure that your participation is of value. Participation also means completing assignments on time and being highly involved in all assigned projects. (See the Student Handbook.) You may also be expected to comment on outside materials when asked. If we should meet as a group, cell phones must be shut off during all class times. They are highly disruptive. Texting removes your mind from the learning process. Plagiarism &/or Dishonesty: Plagiarism of any kind is not tolerated! Plagiarism is when you use someone else’s work or ideas as your own. If there is any doubt in your mind as to the proper way to refer to another’s work, please see your instructor. If you are caught engaging in plagiarism, you may flunk the assignment, the class or you may be sent to the Dean for disciplinary action. The key here is then, DO NOT PLAGIARIZE! At the same time, conduct yourself with integrity and honesty at all times whether completing assignments, working in groups, taking tests, et cetera. Check with the Student Handbook. Assessing Our Program – Even the best can improve, which is exactly what we plan to do through program assessment. All students must participate to graduate. Major assessment is driven by a program’s outcomes. Beginning in Fall 2016, PR Program assessment will correspond with Tk20 software provided by the university. Students will be provided with appropriate Tk20 training. Contact a PR faculty member in the Harmon College of Business & Professional Studies Department of Economics, Finance, Marketing [& PR] with questions. Email: [email protected]. Note: Internship PAs are a form of external formative assessment. If your major is: Then your final program assessment includes: Public Relations, B.S. Capstone Portfolio Project/Exam in Capstone Course

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Credit Hour Definition: A credit hour is an amount of work represented in intended learning outcomes and verified by evidence of student achievement that is an institutionally-‐established equivalency that reasonably approximates not less than: (1) one hour of classroom or direct faculty instruction and a minimum of two hours of out-‐of-‐class student work each week for approximately fifteen weeks for one semester hour of credit or the equivalent amount of work over a different amount of time; or (2) at least an equivalent amount of work as required in (1) of this definition for other activities as established by an institution, including laboratory work, internships, practica, studio work, and other academic work leading toward the award of credit hours; or (3) institutionally established reasonable equivalencies for the amount of work described above in paragraph (1) of this definition for the credit hours awarded, as represented by verifiable student achievement of intended learning outcomes. 1. The course schedule that you have in your possession is TENTATIVE. If circumstances dictate that it be amended

then that will happen. You will be kept clearly informed. 2. You must complete every project assigned during the course of the class. If you do not, you will receive an

“F” for your final course grade (unless extenuating circumstances are operative that are documented through Student Affairs). It is not my responsibility to make sure you meet your deadlines.

3. Some internships end so close to the final day of a semester that an incomplete may be assigned. In this case, the student must make sure the internship is completed during the following semester or a grade of F will be assigned.

4. UCM is an Affirmative Action Equal Opportunity Institution. Students with disabilities or other special needs should feel free to contact the professor privately if there are services or adaptations which can be made to accommodate special needs. Harassment is not tolerated. See the Student Handbook.

5. Final grades are relatively inflexible. The total sum of your semester grades WILL determine your course grade. 6. Get help @ Kirkpatrick Library!

Access the catalog, databases, and library information at library.ucmo.edu. For research assistance: In person: 2nd floor reference desk; Email: reference-‐[email protected]; Call: 660-‐543-‐4154; Live web chat: Type in chat box found on the website; Text: Text the reference desk at 660-‐223-‐0008

Sample sheet for calculating final grade: Internship Logs ____ = ____ ¥ .25 =____ Participation ____ = ____ ¥ .10 =____

Professional Critique ____ = ____ ¥ .25=____ Employer Performance Appraisal ____ = ____ ¥ .40 =____

TOTAL: ______ =_____ Grade scale: All individual projects are graded on a 100 point scale. The letter grade received will then convert to the following decimals and be used to calculate your accumulative grade: A+ = 4.25 B+ = 3.25 C+ = 2.25 D+ = 1.25 F = .50 or .00 A = 4.0 B = 3.0 C = 2.0 D = 1.0 A-‐ = 3.75 B-‐ = 2.75 C-‐ = 1.75 D-‐ = .75 Final course grades are determined by the following intervals: A=3.51-‐4.25 B=2.51-‐3.50 C=1.51-‐2.50 D= .51-‐1.50 F= .50 & below

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To be completed by UCM advisor: Enrolled: ____ Yes ____ No Date: ______________ CRN: ________________

Intern Eligibility Form: Complete this form and turn it, along with a recent DegreeWorks audit and current résumé to the public relations internship advisor. Remember that Intern Eligibility is separate from finding an internship position and seeking approval for it (Approval of Internship Placement).

Section 1 – To be completed by the student. 700#: ________________________

Name _________________________________________________________ Address _______________________________________________________ Preferred Email ____________________________ UCM Email ________________________ Preferred Phone ________________________________________________

# of Internship Credit Hours Desired: ____ Semester: ___ FL ___ SP ___ SU

Year: 20___ Undergraduate credit desired? Yes ____ No ____

*Graduate credit desired? Yes ____ No ____ *Graduate students see your major internship advisor for your research component requirements. This can count up to 30% of your grade. The research project must be approved before approval is received from the program for internship eligibility.

Is this a required internship? Yes _____ No, it is elective. _____

Overall GPA ______ Major GPA ______

! Check those prerequisite courses you have completed, making sure to supply the grade you received. COMM 2620, 2625 & 3620 are prerequisites for the required PR internship. Those students wishing to receive any of the 1-‐3 additional elective internship hours must also have completed COMM 3625 & 4680 before approval can be granted.

___ COMM 2620: _____ Grade Received ___ COMM 2625: _____ Grade Received ___ COMM 3620: _____ Grade Received

*___ COMM 3625: _____ Grade Received *___ COMM 4680: _____ Grade Received *Course completion needed for elective internship credit only.

Section 2 – To be completed by UCM PR internship advisor

Prerequisites are completed with a grade of C or above. _____ Yes _____ No

The student’s overall PR GPA is 2.33 or higher. Yes _____ No _____

Comments: _____ Approved _____ Not Approved Signed _______________________________________ (Dept. PR Program/Intern Advisor)

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Approval of PR Internship Placement: Complete Section 1, give it to your internship employer and have that person review it. If the organizational representative approves, he/she should draft a formal job description (on organizational letterhead) for your internship, attach it to this Approval of PR Internship Placement form and email, fax or mail it back to the public relations internship advisor. Remember that you must work 60 hours for every hour of credit you want to receive.

Section 1, Step 1 – To be completed by student

______________________________________________ Student Name

_________________________

Date

______________________________________________ Preferred Email Address

_________________________ UCM Email address

______________________________________________ Employing Organization

______________________________________________

Supervisor Name

______________________________________________ Supervisor Title

______________________________________________

Supervisor Email

_________________________ Phone

_________________________

Phone _________________________

Fax

Beginning Date _______________________ Ending Date ______________________

Number of Hours Per Week ____________

Total Estimated Hours _____________ Graduate Research Project (Describe if applicable) _______________________________________

________________________________________________________________________ Section 1, Step 2 – Submission from internship employer of formal job description (on letterhead)

Section 2 – To be completed by the UCM PR internship advisor:

Contact Information: Public Relations Internship Advisor Dept. of Economics, Finance, Marketing [& PR] Dockery 200 B/PR Suite University of Central Missouri Warrensburg, MO 64093 hansen-‐[email protected] (660) 543-‐8635

I have reviewed the information provided on this form and the formal internship/job description provided by the employing organization.

Comments: _____ I approve _____ I disapprove Signed _____________________________________ (UCM PR Advisor) Date: _____________

10

Name:

1. Weekly logs (Were to logs sent consistently on a weekly basis from the internship’s beginning to its end? Did the logs report all the required information? Did the logs adequately describe each day’s activities? Did the intern adequately record his/her PR observations each week? Did he/she adequately reflect on his or her own performance each week? (25%) (points earned/possible =

/

= percentage grade =

=

/4.25 x 25%) =

2. Professional critique and at least one portfolio item (25%): (points earned/possible =

/100 = percentage grade = A =

/4.25 x 25%) = 1.0

• Introduction • Describe the organization for which you interned. Include departments, number and kinds of staff,

and how the department you interned in related to other departments (i.e. clearly describe the relationship PR had to other departments and the role it played in or for the organization).

• Describe the culture of the organization and your department. Reflect on how you perceive the culture to invite or prevent successful public relations initiatives.

• Describe your typical and atypical days: Describe normal working hours and expectations along with major deviations you experienced. Describe your duties.

• Discuss how your coursework prepared or did not prepare you for the internship. Be specific. Give examples. Let the reader know where you are at in your coursework progression.

• Devote two or three paragraphs to a review of the strengths and weaknesses of your experience. Address how it added to your PR knowledge and skill; outline ways it could have been even better. In other words, discuss whether or not the experience met your pre-‐internship expectations. Discuss whether you met your own expectations.

• Articulate what you wish you had done differently during the internship. Make a clear recommendation about whether you feel this internship would be beneficial to other public relations students. Tell the reader why you believe as you do. This report is confidential and will only be seen by your UCM internship advisor; it will not be shown to members of your internship employer. You may be asked to present.

• Conclusion

3. Performance appraisal/s (see attached) from internship supervisor. (40%) (points earned/possible =


=

/4.25 x 40%)=

4. Participation grade (discussions interactions, timeliness of responsibilities, etc.). (10%) (points earned/possible =

/


=

/4.25 x 10%)=

Did not participate until I emailed multiple times.

5. Total Grade(

+

+

+

=

/4.25) =

Comments

Internship advisor: _

___________________________Date: __

__________

INTERNSHIP GRADE SHEET

Internship Performance Appraisal 1

continued on next page

Intern’s Name

Date

Company

Supervisor

Judge the intern on the basis of work now being done (or recently done). Please be sure that each characteristic is considered separately, regardless of where the appraisal falls on any of the other characteristics. Place an “X” in the box before the statement that best describes the intern. 1. Knowledge of Job�-‐ address the foundational information and skill essential to the intern’s job that he/she

demonstrates

Excellent,�requires almost no direction (5) Above average,�requires very little direction (4) Average,�requires direction, but not excessive (3) Below average,�requires repeated direction (2) Very poor,�almost complete lack of knowledge (1)

Comments:

2. Ability to think critically and work strategically�-‐ address the intern’s willingness and ability to engage in

objective-‐driven problem solving in ways relevant to the situation or need for ROI

Excellent,�highest quality (5) Above average,�very high quality (4) Average, acceptable quality (3) Below average,�quality sometimes acceptable (2) Very poor,�almost never meets acceptable quality (1)

Comments:

3. Quality of work�-‐ address the intern’s ability and willingness to turn out work meeting quality standards,

ability to work unsupervised, and to ask relevant questions when needed

Excellent,�highest quality (5) Above average,�very high quality (4) Average,�acceptable quality (3) Below average,�quality sometimes acceptable (2) Very poor,�almost never meets acceptable quality (1)

Comments:

4. Quantity of work�-‐ address the amount of work the intern produced under normal conditions

Excellent,�very efficient worker (5) Above average,�good efficiency (4) Average,�just meets acceptable standards (3) Below average,�less than expected (2) Very poor,�unsatisfactory quantity (1)

Comments:

PR INTERNSHIP PERFORMANCE APPRAISAL FORM Public Relations Program/Internship Advisor Harmon College of Business & Professional Studies – Dockery 200 University of Central Missouri Warrensburg, MO 64093 hansen-‐[email protected] (This document is to be sent to the PR internship supervisor and returned by that supervisor to the UCM PR internship advisor/instructor.)


5. Attendance and Punctuality�-‐ address whether the intern is punctual and makes all needed appearances,

his/her frequency of absence and/or lateness of arrival.

Excellent record,�never late or absent (5) Above average,�almost never late or absent (4) Average,�occasionally late or absent (3) Below average,�often late or excessive absences (2) Very poor,�undependable (1)

Comments:

6. Team Player�-‐ address whether the intern is comfortable working in a team and knows when to lead, when

to follow and when to corroborate Excellent,�always demonstrates team resourcefulness and attitude (5) Above average,�almost always demonstrates team resourcefulness and attitude (4) Average, usually demonstrates team resourcefulness and attitude (3) Below average,�sometimes demonstrates team resourcefulness and attitude (2) Very poor,�rarely demonstrates team resourcefulness and attitude (1)

Comments:

7. Deadline Driven�-‐ address the intern’s perception of the value of deadlines and his/her ability/willingness to

meet them. Excellent,�completely understands and meets deadlines yet is flexible when it is strategic (5) Above average,�generally understands deadlines and meets them yet is flexible when it is strategic (4) Average,�works hard to be deadline driven and strategic as needed yet is not always successful (3) Below average,�has difficulty understanding the need to have and meet deadlines (2) Very poor,�totally does not understand the need to have and meet deadlines (1)

Comments:

8. Organizational Skills�-‐ address the intern’s ability to organize and use time wisely, and to project and

schedule objective-‐driven projects. Excellent,�always organized and structures time wisely to meet goals (5) Above average,�usually organized and structures time wisely to meet goals (4) Average,�generally organized and structures time wisely to meet goals (3) Below average,�sometimes organized and structures time wisely to meet goals (2) Very poor,�rarely organized and structures time wisely to meet goals (1)

Comments:

9. Communication Skills�-‐ address the intern’s ease with peers, whether or not he/she communicates

respectfully and clearly with supervisors, and whether he/she communicates respectfully and clearly with peers and subordinates.

Excellent,�highest quality (5) Above average,�very high quality (4) Average,�acceptable quality (3) Below average,�quality sometimes acceptable (2) Very poor, almost never meets acceptable quality (1)

Comments:


10. Relations with Others�-‐ address the intern’s effect on others in light of disposition, tact, cooperation and

attitude.

Excellent,�goes out of way to be helpful, very well liked (5) Above average,�very helpful, well liked (4) Average, as helpful as required by job, generally liked (3) Below average,�sometimes a source of concern (2) Very poor,�moody, indifferent, antagonistic (1)

Comments:

11. Comparison with Other Employees/Interns�-‐ compare the intern with other employees/interns you have

observed in about the same length of service.

Excellent,�outperforms his or her peers; performance always exceeds expectations (5) Above average, outperforms his or her peers, performance consistently exceeds expectations (4) Average,�performance is on the same level as that of his or her peers (3) Below average, performance is at a level below that of his or her peers (2) Very poor, performance is subpar and consistently below that of his or her peers (1)

Comments:

Total Evaluation�-‐ if you were assigning a letter grade for this intern, what would it be? A (Excellent overall) (45) B (Generally above average) (36) C (Average) (27) D (Generally below average) (18) F (Very poor, substandard) (9)

Areas for improvement:

Intern Supervisor Signature:

Date signed:

Return this completed form to: PR Internship Advisor at hansen-‐[email protected] or send to the same c/o UCM Public Relations Program, Harmon College of Business & Professional Studies – Dockery 200, Warrensburg, MO 64093, or fax to 660-‐543-‐8465.

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