THE GUIDANCE OF TEACHING PROGRAM

Postgraduate Program of The London School of Public Relations-Jakarta

Revision: 00

Course Subject

EPCC01 Principle of Corporate

Communication

Teaching Team

Nico Wattimena Ph.D MCIPR

(Course Coordinator
nico_wattimena@yahoo.com);

SCU

4 credits

Valid date

1 November 2014

Pre-requisites

NONE

Syllabus designed by

Nico Wattimena Ph.D MCIPR

No.

Category

Course
Description

Learning
Outcomes

Grading

Assessment
component

Description
This Principle of Corporate Communication course offers students to intelligently evaluate stakeholders attitudes,
identify policies and procedures of an individual or organization with the public interest, and plan and execute a
program of action to earn stakeholders understanding and acceptance. Specifically, it emphasizes on theory and
application of the role of Corporate Communications in communications and planning, in political and government
relations, parliamentary lobbying, crisis management, internal and external communication, and media relations.
After completing this Principle of Corporate Communications course, students are expected to:
L1. Understand the process of Corporate Communications management;
L2. Comprehend various concepts, theories in the Principle of Corporate Communications;
L3. Develop & apply the Principles of Corporate Communications management and various public relations activities.
A : 90-100; A- : 85-89.99; B+: 80-84.99;B: 75-79.99; B-: 70-74.99; FAIL: Below 70.00
No. Component
Percentage CILO
1. Weekly Post Quiz
5%
CILO1
2. Twice weekly Group Discussion
5%
CILO1,2,3

Due date
End of every week*
Every Wed and Sat 1500pm WIB

No.

Category

Description
3. One (1) Group assignment
10%
CILO2,3
4. Two (2) Individual assignments
10% ** CILO2,3
5. Midterm Exam
30%
CILO1,2
6. Final Exam
40%
CILO1,2,3
----------------------------------------------------------------TOTAL Grading
100%

End of week 10, Sat 10thJan2015*

End of weeks 6&12,Sat29thNov2014& 24thJan2015*
Sat13th Dec 2014 (on campus)
Sat21st Feb 2015 (on campus)

All online materials are accessible from elearning.lspr.edu website

Assignments are all submitted online from elearning.lspr.edu website
* Saturday at 2350pm WIB
** Each Individual assignment is graded at 5% each towards final grade
Lecturers will be available for a live online chat session with students for 30 minutes during the following timeslots

Lecture live
chat

Class policies

Day
Wednesday
Saturday

Consultation slot
21.30pm to 22.00pm WIB
21.30pm to 22.00pm WIB

Chat is accessible from elearning.lspr.edu website

Students are expected to,
Complete 100% every weekly activity: Pre & Post quizzes, practices quizzes, View class video, audio, transcript,
presentation slides, Twice weekly Group discussion assignments before the end of every weekly session
(Saturday midnight 23.59pm)
Participate in group forum discussion and twice weekly chat regularly.
Plan on obtaining any notes, announcements, and so on from their fellow class mates, in the event of
emergencies.
Arrive to class on time for each on campus session. On campus sessions will begin promptly, and tardiness is an
interruption that is both rude and distracting for both the instructor and students. Note that any information students
miss as a result of being late is their responsibility.
Absence policy

No.

Category

Description
Student who do not complete 100% of every weekly activity before the due date, will be considered not present
in that session (absence).
The maximum number of absence in this course is four (4) times.
If the student has four or more absence, the student will not be allowed to take the final exam.
Hence the failed student will have to retake the course in future semesters to pass the course.
For on campus session, to provide a classroom that is conducive to learning, please refrain from,
Answering cell phones or replying to text messages
Engaging in conversations with fellow classmates outside of the scope of the class
Any other disruptive behaviour

Peer review

Class
Environment/
Policies

Description of
Teaching

Academic dishonesty in any form will not be tolerated. Students are encouraged to become familiar with the LSPR
Code of Conduct as they relate to academic dishonesty/cheating.
All assignments are due on the date specified in the discussion with the lecturer.
Students may, however, turn in any assignment in advance of the due date.
Only important topics will be discussed in class, and it is the students responsibility to read other related topics.
To ensure fairness in grading of group assignment, students will be requested to conduct anonymous peer review
every end of the semester/ course. Students are encouraged to grade their group peers fairly using an online matrix
that covers individual contribution towards group discussions and group assignments.
In order to achieve previously identified course objectives, we will follow an interactive class format. Students are
expected to come to class on time, take notes and prepare the assigned class material for each session by doing
some readings and/or case studies.
In the interest of providing a meaningful learning experience and creating and exciting class environment, students
thoughtful participation is required, whereby students own experiences, comments, anecdotes ought to be shared,
including relevant issues and question raised in class.
Considering the intensive nature of this module and heavy emphasis on class discussion and interaction,
attendance of all sessions and class participation are necessary for a successful completion of this
course.
The course method will consist of lectures, facilitation, presentations, assignments and paper submission. The lecturer
organizes, supervises and facilitates the class as well as conduct lectures in the first few meetings. The students will

No.

10

11

Category
Method

Academic
Honesty

AntiPlagiarism
Policy

Description
then be asked to lead class discussions and make report presentations. For their own benefit, students are expected
to read the assigned chapter(s) prior to the pertinent class sessions, and optional reading (choices from suggested
reference books or other related PR books).
Short case studies that illustrate the complexities of Corporate Communications management and invite students
to apply their ideas in practical problem solving.
Classroom participation is expected and required. This will be evaluated using a self-evaluation format.
Group assignment with the objective of getting a deeper understanding into some important concepts and
applications. With this assignment, students will have to analyze Corporate Communications management case
studies and present professional presentation. Group participation is expected and will be evaluated using a group
& self-evaluation format. Assessment is based on the quality of group assignment, contribution to the coursework,
and involvement in the class. It must be noted that group assignment means members of the group are to work as
a team, and there should be no free riders!
Any type of activity that is considered dishonest by reasonable standards may constitute academic misconduct. The
most common forms of academic misconduct are cheating and plagiarism. All instances of academic dishonesty will
result in a grade of zero for the work involved.
All assignments will need to have a signed declaration on the 2nd page (after the cover) that the material submitted is
the students own work and that all work taken from other sources is properly acknowledged.
Use this wording on the 2nd page of each report :
I certify that the attached assignment is my own work and that any material obtained from other sources has been
acknowledged.
I grant permission to the London School of Public Relations to make copies of assignments for assessment, review
and/or record keeping purposes. I note that the London School of Public Relations reserves the right to check my
assignment for plagiarism.
Signed Date
Penalty for students who performed plagiarism: FAILED from the subject.

No.

Category

Description
1st / cover page:
Course title
Topic title
Student Name:
NIM:
Class:
Concentration:
Lecturer name:
Sekolah Tinggi Ilmu Komunikasi
eLearning Postgraduate Programme of LSPR
City, Month, Year
2nd page:
I certify that the attached assignment is my own work and that any material obtained from other sources has been
acknowledged.
I grant permission to the London School of Public Relations to make copies of assignments for assessment, review
and/or record keeping purposes. I note that the London School of Public Relations reserves the right to check my
assignment for plagiarism.
Signed Date
PGP applied APA (American Psychological Association) as references system for all paper work in each subjects
(latest version is 6th Edition, 2010).

12

Referencing

1.
2.
3.
4.

Worldwide accepted International/ national conferences and reputable journals.

Up dated revisions.
Easy for students: Students will learn while practicing this references before doing thesis.
Easy to learn : www.apastyle.org and feel free to come to the Thesis Depart. (on the 9th floor with Ms.Sari/Hani)
and ask for softcopy file.

No.
13

14

Category
General
Policy

Attendance
Policy

Description
Students must abide by policies in the LSPR Student Handbook, and the Basic Graduate Student Responsibilities.
Students are expected to log in and participate as part of their learning in the course. Instructors establish specific
policies relating to absences in their courses and communicate these policies to the students through the course
syllabi. Individual instructors, based upon the nature of the course, determine what effect excused and unexcused
absences have in determining grades and upon students ability to remain enrolled in their courses. LSPR reserves the
right to determine that excessive absences, whether justified or not, are sufficient cause for institutional withdrawals or
failing grades.
It is expected that students in this class will conduct themselves with good sense, courtesy, and dignity in all courserelated activities. This includes your behavior towards other students and the instructor. Inappropriate language or
flaming will not be tolerated and can negatively affect your grade.
It is imperative that students in an online environment exhibit proper online etiquette and appropriate online behaviors.
Students deemed to exhibit inappropriate online behavior may be dropped from the course.
Students are expected to participate in all discussions and virtual classroom chats when directed to do so. Students
are to be respectful and courteous to others in the discussions. Foul or abusive language will not be tolerated.

15

Online
Etiquette

Discussion, chat, and e-mail spaces within this course are for class purposes only, unless otherwise stated. Please
remember to conduct yourself collegially and professionally. Unlike in the classroom setting, what you say in the online
environment is documented and not easily erased or forgotten.
The following guidelines apply:
Avoid using ALL CAPS, sarcasm, and language that could come across as strong or offensive.
Use proper punctuation, grammar and be sure to edit your contribution before posting.
Read all postings before posting your responses to discussion topics so as to not unnecessarily repeat information.
Keep chat comments brief and to the point.
Focus on one topic at a time when chatting or posting to discussions.
Remember that unlike in face-to-face learning environments what you say in discussions and chats is documented
and available to be revisited. Choose your words and discussion topics carefully.
E-mail should only be used for messages pertaining to the course. Please refrain from sending forwards, jokes, etc.
within e-mail.

No.

Category

Description
The majority of online class time is spent posting opinions and sharing information. Therefore, it is very important to
communicate with courtesy and professionalism. Professional Courtesy includes respecting others' opinions, being
courteous and respectful, and working together in the spirit of cooperation. Sexist, heterosexist, and racist language
should not be used when communicating in the course. Slang should not be used in the discussion posts. The same
guidelines for professional communication in the classroom apply to content that a student references in a discussion
or assignment. Please make sure that all content that is brought into the online classroom is professional in nature. If a
student links to material that is non-professional, derogatory, pornographic, or promotes personal opinion (such as
political or religious agenda) the link will be deleted and the student may be subject to further disciplinary action.

16

Communicati
on
Expectations
and
Standards

17

Submission

Since we cannot see each other in the online environment, it is hard to tell if a writer is bashful, bored, sarcastic, angry,
or just kidding. Therefore, when you critique your classmates, please proof-read your responses carefully before you
post them. Refrain from slipping into arguments. Be sensitive and positive in your approach to others, and careful with
your words. You are encouraged to visit the following websites and review proper communications in the electronic
format:
www.albion.com/netiquette/
www.bspage.com/1netiq/Netiq.html
All emails or discussion postings will receive a response from your professor within 48 hours.
You can send email anytime that is convenient for you. Lecturer will check their email messages during the day
throughout the work-week (Monday through Friday) and will respond to email messages during the work-week by the
close of business (5:00 pm) on the day following their receipt of them. Emails received by lecturer on Friday will be
responded to by the close of business on the following Monday.
When sending email, use your lspr.edu email address. Lecturers have the right to Not respond to emails that are,
a. Non-lspr.edu, as there is no way to authenticate the sender. Make sure students include your name, title of the
course, time of the course and a brief reason for your email in the subject line.
b. Without a subject line. Take the time to use proper spelling and grammar in your email. You are contacting your
lecturer, NOT a friend. This is professional email addressing a specific concern related to your education. Take
responsibility for your concern and address me in a professional manner. Lecturers will always address you with
the same professionalism and courtesy.
c. With improper/bad : grammar, spelling and/or basic professionalisms or courtesies.
In regards to the given Individual and Group assignments, students are expected to,

No.

18

Category
and
Collection of
Assignment

Description
Submit all assignments before or on the due date specified in the discussion with lecturer.
Late submission will be penalized by -3 (minus three) per day deducted from your score.

Learning
Support

Students should first email the LSPR S2 Online Program Helpdesk at Lsprs2@harukaedu.com for learning or
academic issues with accessing your online course or call at +62 858 177 03214
The helpdesk is available 24 hours a day/7 days a week via email or whatsapp.
The helpdesk strive to respond to any email or whatsapp based query within 24 hours.
For callers, the telephone line is available during office hours, Monday to Friday: 0900am to 1700pm.

Course Outline (CILO: Course Intended Learning Outcomes)

Week

CILO

CILO1

2
3
4
5

7
8
9

CILO1,2
,3
CILO1,2
,3
CILO1,
CILO2
CILO1,2
,3
CILO1,2
CILO1,2
,3
CILO1,2
,3
CILO1,2

Method*

Media

Duration
(hour)

Overview of the Corporate Communications Function &

Communicating Strategically
Corporate Identity, Image, Reputation & Corporate
Advertising
Media Relations & Evaluation of Media Campaign
Effectiveness

P, D, Q&A

On
Campus

2.5

TBD

Internet

2.5

TBD

P, D, Q&A

Internet

2.5

TBD

Internal Relations & Employee Communication

P, D, Q&A

Internet

2.5

TBD

Internet

2.5

TBD

P, D, Q&A
Individual
Assignment0
1 due date

Internet

2.5

TBD

P, D, Q&A

Internet

2.5

TBD

On
Campus

3.0

Internet

2.5

TBD

Session topic

Investor Relations
Crisis Communications & Issues Management in the
Changing Environment of Business
Ethics and Professionalism

P, D, Q&A

P, D, Q&A

MID EXAM
Public Affairs: Relations with Government & Government
Public Relations

P, D, Q&A

References

Method*

Media

Duration
(hour)

P, D, Q&A
Group
assignment
due

Internet

2.5

TBD

Strategic Planning & Managing Public Relations

Campaign

P, D, Q&A

Internet

2.5

TBD

CILO1,2

Special Tactics for Corporate Communications

P, D, Q&A
Individual
Assignment0
2 due date

Internet

2.5

TBD

CILO1,2
,3
CILO1,2
,3

Community Development, Philanthropy & Corporate

Social Responsibility
Corporate Social Responsibility, Philanthropy,
Community Development

P, D, Q&A

Internet

2.5

TBD

Internet

2.5

TBD

15

CILO1,2
,3

Presentation of a Communications Campaign

Internet

2.5

TBD

16

CILO1,2
,3

FINAL EXAM

Week

CILO

10

CILO1,2
,3

Action & Communications Evaluating Public Relations

Effectiveness

11

CILO1,2

12

13
14

Session topic

P, D, Q&A
P, D, Q&A

References

On
campus

Abbreviations:
*Method: P: Presentation; D: Discussion; Q&A: Question & Answer; Pr: Practice
Reference List:
No.

Type

Code

Cat

MR

MR1

MR

MR2

MR

MR3

Info
Gregory, Anne (2010) Planning and Managing Public Relations Campaign: A Strategic Approach. PR In Practice. Kogan
Page.
HBS (2004) Crisis Management: Master the Skills to Prevent Disasters. Harvard Business Essentials. Harvard Business
School Press
Jordan-Meier, Jane (2011) The Four Stages of Highly Effective Crisis Management: How to Manage the Media in the Digital
Age. CRC Press

No.

Type

Code

Cat

MR

MR4

5
6
7

MR
MR
MR

MR5
MR6
MR7

B
B
B

OR

OR8

OR

OR9

10

OR

OR10

Info
Regester, Michael & Larkin, Judy (2008) Risk Issues and Crisis Management in Public Relations: A Casebook of Best
Practice. PR In Practice. Kogan Page.
Ridgway, Judith (2005) Handling the Media and Public Relations. Infinity Books, New Delhi.
Smith, Lyn and Mounter, Pamela (2008) Effective Internal Communication: 2. PR In Practice. Kogan Page.
Wattimena, Nico (2009) How to be Media Savvy in the the era of transparency.
Devereux, Mary M. and Peirson-Smith, Anne (2009) Public Relations in Asia Pacific: Communicating Effectively Across
Cultures. Wiley.
Liu, Si (2005) Multinational Corporation's Public Relations in Host Countries: An Interpretive Study of Public Relations
Culture. Materialising China Series Economics & Business Studies. Times Academic Press, Singapore.
Morris, Trevor and Goldsworthy, Simon (2007) Public Relations for Asia. Palgrave Macmillan.

Notes.
Type: MR: Mandatory Reference, OR: Optional Reference

Cat: B: Book, J: Journal, P: Paper

Session schedule:
Week
Session
Location
Exam
Assignment
due date
Week
Session
Location
Exam

Sat01st
Nov2014

Mon3rd-Sat8th
Nov2014

Mon3rd-Sat8th
Nov2014

On Campus

Online

Online

4
Mon10thSat15th
Nov2014
Online

5
Mon17th Sat22nd
Nov2014
Online

6
Mon24th Sat29th
Nov2014
Online
Individual
assignment01

Mon1st-Sat6th
Dec2014

Sat13Dec2014

Online

On Campus
Mid exam

9
Mon15thSat20th
Dec2014
Online

10
Mon05thSat10th
Jan2015
Online

11
Mon12thSat17th
Jan2015
Online

12
Mon19thSat24th Jan2015
Online

Week
Session

Mon1st-Sat6th
Dec2014

Sat13Dec2014

9
Mon15thSat20th
Dec2014

Assignment
due date
Week
Session
Location
Exam
Assignment
due date

13
Mon26thSat31st Jan2015
Online

14
Mon02ndSat07th
Feb2015
Online

10
Mon05thSat10th
Jan2015
Group
assignment

15

16

Mon09thSat14th
Feb2015

Sat21st
Feb2015

Online

On Campus
Final exam

11
Mon12thSat17th
Jan2015

12
Mon19thSat24th Jan2015
Individual
assignment02

Prepared by :

Checked by :

Authorized by :

Assessor
(Lecturer)
Tgl.
| | 2014

Internal Verifier
(Programme Director)
Tgl.
|
| 2014

Internal Coordinator
(Head/Deputy of PGP)
Tgl.
|
| 2014