2008 PROCEEDINGS - Public Relations Society of America

News and Messages Spread Instantaneously. In today’s 24/7 news cycle, it is difficult to protect
the news value of information - especially if the value of your news is its timeliness. The news
often hits the Internet before the newspaper or television station you’ve pitched it to has the
opportunity to cover it. Additionally, it is easy for PR practitioners to communicate instantly
online because they can; however, it important for young practitioners to think strategically
about what information is appropriate to communicate, and where it should be communicated.
Bloom’s Taxonomy
The new media assignments we developed from interviews with PR agency experts include
learning objectives that are based on a revised version of Bloom’s Taxonomy (1956) of
educational objectives (Anderson & Krathwohl, 2001). These learning objectives are organized
in terms of increasing cognitive complexity, with the most complex task at the top of the
pyramid. Problem-solving and critical thinking are not found in the taxonomy, but are skills
which utilize multiple elements of the learning taxonomy. For example, critical thinking may
involve applying knowledge to analyze an issue, evaluate possible solutions, and create a
defensible position on the issue (Anderson & Krathwohl, 2001, pp. 269-270).
Creating Putting elements together to form a
coherent whole.
Evaluating Making judgments based on criteria
and standards.
Analyzing Breaking material into parts and
relating parts to one another, and to
the whole.
Applying Using procedures to perform
exercises or solve problems in a given
situation.
Understanding Constructing meaning from
instructional messages; Building
connections between new knowledge
(Forehand, 2005) (Anderson & Krathwohl, 2001)
Assignments In Brief
Introduction to Public Relations Principles Course
Assignment Summary: After completing units on digital media and traditional PR tactics,
students participate in a case scenario where they are in charge of launching an extension of a
well-known consumer product. First, they list all of the traditional media channels. Next, they
list of all the digital “touchpoints” for reaching the consumer. They should describe their
message format, duration, tone, manner and how it will be produced.
Learning Objectives:
• To extend a PR strategy to be applicable to both offline and online channels.
(UNDERSTANDING)
• To protect the news value of your announcement. (APPLYING)
• To tell stories in a 3-D manner. (CREATING)
112