College of Communication – Spring 2023

CM580 A1 – PRLab
CM581 A1 – PRLab Executive Board
Room COM 101 – Monday, 12:20-2:05 p.m.

Professor Amy Shanler Co-President - Client Service

781-223-5617, [email protected] Kylee Nguyen - [email protected]
COM, 640 Commonwealth Ave., Room 219-F
Co-President - Operations
Professor Justin Joseph Matthew Cramer - [email protected]
617-359-5522, [email protected]
COM, 640 Commonwealth Ave., Room 200

Office Hours
See Blackboard for office hours.

Course Description:
PRLab is the longest-running student-led and staffed, full-service public relations agency in the country.
Students practice public relations strategies and techniques through a combination of hands-on work experience,
classroom presentations, discussion and reports. Student “account executives” work for professional corporate
and non-profit organizations to solve problems and capitalize on opportunities by applying their public relations
knowledge and skills. Students will work in teams and all students are accountable to their client supervisor,
account supervisor and professors.

BU HUB Learning Outcomes- Teamwork/Collaboration (CM580)

1. As a result of explicit training in teamwork and sustained experiences of collaborating with others,
students will be able to identify the characteristics of a well-functioning team.
a. Students will learn about and experience stages of group dynamics by working in groups of
three or four throughout the entire semester.
b. Working in teams, students will have to collaborate to meet a client’s specific objectives.
c. Students will learn how to communicate within the team, with a paying client, with agency
leadership, and professors to achieve their objectives.
d. Teamwork will occur both in formal class settings, during breakout sessions, and outside of
class time as teams set their own pace of communication.
2. Students will demonstrate an ability to use the tools and strategies of working successfully with a
diverse group, such as assigning roles and responsibilities, giving and receiving feedback, and engaging
in meaningful group reflection that inspires collective ownership of results.
a. Students will be assigned a supervisor who will ensure the student work remains on track to
meet the predetermined client scope of work.
b. Within teams, students will determine their own roles and divide the client work to ensure the
best possible learning opportunities and client outcomes.
c. Halfway through the semester, students will engage in structured performance reviews with
their supervisors to gain feedback on teamwork, communication, work quality, and
professionalism. Students will have an opportunity to address supervisor feedback prior to
end-of-semester graded evaluations.

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 d. At the mid-point and end of the semester, students will deliver agency-wide progress reports as
a team. The students will collaborate with the larger agency team to brainstorm solutions to
challenges.
e. At the end of the semester, student teams will present their results as compared to initial
objectives, to the entire agency team and client. Part of the presentation includes lessons
learned.
f. At the end of the semester, students collaborate on a final written report for the client that
includes an evaluation of what worked and what could be improved for the future as it relates to
teamwork.

Time Expectations:
This class operates as a full-service PR agency. We expect you to work as hard (or harder) as you would at
an off-campus internship or job. All students in CM580 must record and account for their PRLab time and
client activities on weekly timesheets that account supervisors will review and verify.

Time requirements vary according to the number of credits registered:

120 hours of work

for the semester What does this mean?
Weekly work: 10-12 hours,
including class time
Schedule time for PRLab

Make team meetings a priority

75 hours of work
for the semester Be fully present (not on your phone)

Weekly work: 6-7 hours, Invest now, reap rewards later

including class time

For the fall semester, you will begin recording time the week of January 30, and finish on May 5, the last day for
client work.

Account Supervisors & Directors:

In total, you should be contributing the same amount of hours each week as your Account Executives. Overall
team organization, cross-team collaboration, providing feedback on work, client meetings, E-board meetings,
and contributing to agency operations/visibility will require significant commitment from you. Your teams are
depending on you to steer their work and make it better. If you are not contributing your time to your teams and
the agency, speak to the presidents or Professors Shanler or Joseph.

Professional Expectations:
Student Account Executives, Supervisors, and Directors are expected to represent both Boston University and
PRLab in a professional manner throughout the semester. Account Executives work with their clients, Account
Supervisors, and team members to develop a project plan and work schedule. Students must report to team and
client meetings and class on time. In addition, students will be graded on the quality of work they develop for
their clients, relationships they build with and on behalf of their client, as well as their ability to meet project
plan objectives (all hallmarks of professionalism in public relations).

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Required Reading:
Boston University’s PRLab Agency Operating Manual (spring 2023 edition) - $20:
● Students will receive the PRLab manual, Monday, January 23, and must pay the $20 payment no later
than Monday, January 30, at the beginning of class. Note, this is your textbook, and is priced
significantly lower than other academic texts.
o TWO POINTS will be deducted from the final grade if payment for the manual is not
obtained by class time on Monday, January 30.
● Each team must develop a team contract that needs to be agreed upon and signed by all team members.
Post completed team contracts to the team project on Basecamp by Friday, February 3, by 5 p.m. ET.
o TWO POINTS will be deducted from the final grade if the team contract is not completed,
signed, and posted by 5 p.m. on Friday, February 3.

Required Tools:
The following tools will be mandatory for your participation in PRLab:
● Basecamp - agency-wide communication and project management, free - create an account with your
BU email address; join our PRLab HQ here: https://3.basecamp.com/4533528/join/ZfVt7zhbSTxw; then
your supervisor will add you to the correct client project once we have assigned teams.
● Blackboard - syllabus, portfolio assignment specifics, grading
● Arkaive - for attendance tracking - code 5N57
● Sign-up Genius - for booking COM Career Services portfolio appointments
● CoStudy - for conducting mid-semester and end-of-semester evaluations
● Grammarly - for editing and proofreading

Grading Scale*:
94-100 = A 77-79.99 = C+
90-93.99 = A- 74-76.99 = C
87-89.99 = B+ 70-73.99 = C-
84-86.99 = B 66-69.99 = D
80-83.99 = B- 65.99 and below = F

Account Executives (CM580)

PRLab Manual Training Quiz 10% Final Project Presentation 10%
Portfolio/Career Materials 10% Final Written Report 10%
Attendance/Participation/Work Quality (1) 10% Transition Documents 10%
Billable Hours 10% Account Team Evaluation (2) 10%
Mid-Project Update Written Report 10% Client Evaluation (3) 10%

Account Supervisors (CM581)

PRLab Manual Training Quiz 10% Final Written Report 10%
Agency Operations: Social Media, Blog (4) 10% Transition Documents 10%
Client Service: Weekly Supervisor Reports (5) 10% Account Team Evaluation (2) 10%
Mid-Project Update Written Report 10% Client Evaluations (3) 10%
Final Project Presentation 10% Attendance/Participation/Work Quality (1) 10%

Account Directors (CM581)

PRLab Manual Training Quiz 10% Timesheet Management (6) 10%
Client Service: Team Oversight and Support 40% Operations: Individual Roles and 40%
(7) Contribution to Agency (8)

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*We do not round up any individual or final grades. For example, a grade of 89.8 translates to a B+. We
do not provide a final grade breakdown at the end of the semester. At that time, you should know all of your
grades with the exception of:

1. Attendance/Participation/Work Quality: This grade includes lecture attendance, in-class meetings, and
weekly client meetings. It is your responsibility to check-in via Arkaive at the beginning of each class
session. If you need to check your class absences, please contact your supervisor or director. This grade also
includes being late to class or team/client meetings. If you had no unexcused absences and participated in
class (or asynchronous students completed all summaries on time), and arrived early/on time to all your
meetings, you can expect full credit for attendance and participation. This also includes the overall work
quality during the semester, as evaluated by the professors.
2. Account Team Evaluation: Account Executives, Supervisors, and Directors will be evaluated by all other
members of the team based on your performance throughout the semester. These are confidential, and
individual scores will not be shared.
3. Client Evaluation: All Account Executives will be evaluated by the client based on your performance
throughout the semester. In the event a client does not complete their evaluation, the Supervisor evaluation
will comprise this portion of the grade. All Supervisors will be evaluated by the client based on your
performance throughout the semester. In the event a client does not complete their evaluation, the Director
evaluation will comprise this portion of the grade
4. SUPERVISORS ONLY: Agency Operations: Social Media, Blog: All supervisors will be evaluated on the
consistent, on-time delivery of: four social media posts meeting the criteria of the Director of Social Media
and the President of Operations per week, from Monday, September 12 - Friday, December 16, and one
high-quality original blog post by the deadline assigned by the president of operations. Supervisors will also
be required to attend agency events (for example, PRoBono, unless excused by the professors).
5. SUPERVISORS ONLY: Client Service: Weekly Supervisor Reports: All supervisors will be evaluated on
the consistent, on time, submission of the mandatory detailed weekly status report to the account director
and President of Client Service, via Google form (the link is in the Supervisor team on Basecamp).
6. DIRECTORS ONLY: Timesheet Management: Directors should review the timesheets approved by
supervisors and input the week’s hours into our master timesheet tracker. You should also note whether the
timesheet was late or missing that week (in the Comments column). Follow up with students who have late
or missing timesheets to make sure none are permanently missing. Starting at week 4, each week, you
should identify any students who are falling behind and alert the presidents. Reach out to the AE’s
supervisor to find out more information. Determine the best course of action to help that AE get back on
track with billable hours. Evaluated by professors, with input from the presidents.
7. DIRECTORS ONLY: Client Service: Team Oversight and Support: Directors manage account team work at
a high level to ensure teams are moving work forward and will be on track to achieve stated objectives.
Directors will hold supervisors accountable for the work their AEs commit to delivering. Directors should
also serve as a resource for supervisors and AEs in addressing challenges or overcoming obstacles, and
foster an inclusive and welcoming environment for all PRLab members, ensuring all diverse ideas and
thoughts are respectfully considered. At the midpoint of the semester, directors will provide a written
summary to the presidents and professors of their specific contributions to each account team’s progress so
far, and their specific roles in helping the teams achieve their stated objectives. The director will also
provide a summary of client feedback gained at the mid-semester director check in discussion. At the end of
the semester, directors will provide a written summary to the presidents and professors of their specific
contributions to each account team’s progress over the course of the rest of the semester, and the summary
of their overall value and impact to each account team.
8. DIRECTORS ONLY: Operations: Individual Roles and Contribution to Agency: Directors are responsible
for collaborating with PRLab’s president of operations to elevate the reach and the reputation of this
award-winning agency. Throughout the semester, each agency director has the unique opportunity to lead
and take ownership of a portion of PRLab’s strategic communications plan. By week 2 in the semester,
directors will provide a written plan for how they will execute their roles to the presidents and professors. At
the midpoint of the semester, directors should provide to the presidents and professors a written summary of
their progress so far, and their plan for meeting their objectives by the end of the semester. At the end of the

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 semester, directors should provide a detailed evaluation and recap of their work and impact on the agency.
Evaluated by professors, with input from the presidents. Directors will also be required to attend agency
events (for example, PRoBono, unless excused by the professors).

All evaluation rubrics (items 2-5 above) are available on Basecamp so you can see exactly how you will be
evaluated. If you feel there is a discrepancy with your final grade, please contact Professor Shanler and
Professor Joseph as soon as possible and provide us with your grades. We do not provide extra credit points or
assignments for missed assignments or poor grades.

Client Assignments
PRLab professors and presidents assign clients based on:
● Matching client needs with student skill sets and experience
● Completion of student survey (Link also on Blackboard, to be completed by Friday, January 20, by
11:59 p.m.)
● Account Executive interviews will be held during class on Monday, January 23.

If you do not hand in a survey or are not in class on January 23 to complete the interview, you will be placed
wherever you are needed. Each client is highly vetted and will provide solid real-world experience. If there are
any problems with your client, we can help you deal with it. Remember: your experience is what you make of it.
In addition, as client needs arise, you may also be assigned to a special projects team or to conduct work on
behalf of PRLab.

Also, staffing needs might require us to reassign account executives to different account teams. This has more to
do with client issues, and therefore, we expect you to adapt to the new client assignment.

Attendance
Class attendance and late arrivals will be carefully monitored by professors and supervisors. Download
the Arkaive app (or use the website) and use enrollment code 5N57 to log in. You must log into Arkaive from
inside COM 101 within the first 15 minutes for your attendance to count, unless approved by the professors.
Missing one class is missing one (or more) hour(s) of instruction AND valuable time to meet with your team.
Account Supervisors will also monitor and report attendance throughout the semester.

Treat class as you would treat a job. If you miss a class, it is your responsibility to notify both Professors
Shanler and Joseph ahead of time. Otherwise, your absence will affect your Participation/Attendance grade.
If you miss class without notifying us ahead of time, points will be deducted from your attendance grade:
● If you miss one class, three percentage points will be deducted from the attendance grade.
● If you miss two classes, six percentage points will be deducted from the attendance grade.
● If you miss three classes, you will lose all attendance/participation/work quality points.
● If you miss four or more classes, expect to receive an “F” for the course.
● For each weekly account team meeting missed, one point will be deducted from your attendance grade.

Please do not come to class if you are experiencing any COVID-19 related symptoms, but inform the professors
ahead of time. Please communicate any doctor’s appointments to the professors in advance of missing class. Job
interviews, work commitments, or holiday travel home will not count as an excused absence from class. Plan
your interviews, work schedules, and travel plans around your course schedule. Similarly, do not use PRLab as
an excuse for missing class time or work in other courses.

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Participation:
Participation is our evaluation of the value you bring to the course. Simply “talking in class” will not
automatically result in a high participation grade. Instead, we will be looking for your substantive contribution
to class discussions as well as participation in polls and real-time in-class questions.

This part of your grade is subjective, and we encourage you to be an active participant in your education. During
class time, we expect you to fully participate. If we see you using your laptop for other purposes or if you are
not actively participating, that will be factored into your final assessment, and we may reassess and modify our
laptop policy.

Expectations
Treat this class as you would treat a job. As this is an agency with paying clients, it is crucial that we understand
your commitment to PRLab at Boston University and the course. If you foresee having to drop this course for
any reason, as a courtesy to your client and team, please endeavor to do so by Friday, January 27. This way,
we can properly service our clients.

Deadlines are firm! You should be prepared to turn in assignments, presentations, or evaluations at the
beginning of class time or by the published deadline. If you are not in class, we expect you to turn in what is due
BEFORE class begins, regardless of the reason. If your work is late (after the beginning of class time or after
deadline time), expect a lowered grade: 10 points for up to 24-hours late; 20 points for up to 48-hours late; 30
points for up to 72-hours late; 50 points off for anything later.

Be prepared to present at your assigned time. Do not walk in during other people's presentations or you/your
group's grade will be reduced by five points.

Check Basecamp and your BU email regularly, as we do send updates and messages to the class as a whole. If
your email to the professor bounces back, you need to reach out to us directly to make sure we receive your
message. All contact information for the professors is on the first page of this syllabus.

Keep current with all the latest developments in our field of communication. Read Ragan’s PR Daily
(http://www.prdaily.com), The Boston Globe, the New York Times and national news sources to keep up with
current events of the day. Share what you find interesting with the class. A list of suggested reading and links to
sign up for free subscriptions is available on Blackboard.

Clear, concise, grammatically correct writing is essential. Remember to edit and proofread your writing before
submitting it to your clients. This is a PR agency with paying clients who depend on professional, high-quality
work products. We will deduct one point for every misspelling, typo or grammatical error in your work.

TIMESHEETS

Weekly timesheets must be submitted via hard copy

printouts (no electronic submission) by the start of class
each week – 12:20 p.m. on Mondays. Emailed timesheets
will not be allowed. Late timesheets will reflect a lower
final “Timesheet” grade (10 points off for each week you
hand in late timesheets). Blank timesheets are available
via Basecamp.

Each semester, we encounter problems with students

fabricating hours on their timesheets. This is
unacceptable and will be identified by Account
Supervisors when Account Supervisors review and verify
all timesheets.

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Account Supervisors have been instructed to directly address students whom they feel might be fabricating their
hours – don’t be one of them. If AEs cannot verify the hours, the Supervisors will deduct those hours from the
timesheet.

For an A “timesheet” grade , four-credit students must complete a minimum of 120 hours for the semester
(10-12 hours/week) and two-credit students must complete a minimum of 75 hours for the semester (6-7 hours
per week). Client work and timesheet tracking will commence the second week of PRLab (Monday, January 30)
and will last through Friday, May 5.

Weekly breakdown of hours:

Class time 2 hours/week

Account Team Meeting 1 hour/week

Client work, account team meeting, client-facing 4-credit students: 7-9 hours/week
meetings 2-credit students: 3-4 hours/week

TOTAL HOURS 4-credit students: 10-12 hours/week

2-credit students: 6-7 hours/week

Note: E-board (Supervisors, Directors) will all have 1 additional hour/week for the E-board meeting

Importance of Not Falling Behind on Hours:

A common issue among PRLab Account Executives is the inability to fulfill the required amount of hours by the
end of the semester. This occurs mainly due to procrastination or lack of initiative in suggesting additional
client ideas, or requesting agency work. The reason we provide standard hour counts per week is to help you
benchmark exactly how much work you need to do in the long run. Thus, if you fall behind one week, you
should make up extra hours the next week – these issues build over time.

The only acceptable scenario for an Account Executive to fall behind in hours is if the Supervisor on that
account can verify that the client is simply unable to provide enough work, and that the account team has
invested significant resources to new idea development for the client. In this instance, the affected account
executive may request extra assignments from the presidents of PRLab, which will count toward required hours.
It is your responsibility to inform your account supervisor immediately if you feel you are not getting enough
hours. Midterm evaluations will give you an early sense of whether you may need to request extra assignments.

ASSIGNMENTS

**All client work should adhere to AP Style and should follow the formatting guidelines included in the PRLab
Manual and PRLab templates on Blackboard. Failure to follow these guidelines will affect your grade. Please
make sure all presentations are PC-compatible and that visuals (especially screenshots) are clear and legible.
Also, please show all pages of work sample documents. Note, we will deduct one point for every
grammatical error, typo or misspelling in your assignments and presentations. For further reference, please
see the PRLab Agency Operating Manual (spring 2023 edition).

*** Deadlines – as noted in Expectations, deadlines are firm! If you hand in assignments, presentations, time
sheets or evaluations after the designated time, expect a lowered grade. Consider this a friendly reminder.

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Account Executive Survey
You are required to complete the AE survey and submit a copy of your resume. This must be completed by
Friday, January 20, by 11:59 p.m. ET). We will be using this information to conduct Account Executive
interviews via Zoom. If you do not complete this survey, we will not consider your client industry preferences
when forming account teams. This survey is essential to you having the best experience at PRLab as well as
creating a successful relationship between the client and yourselves by providing us the proper information.

Account Executive Interviews

You are required to complete an in-person interview with a member of the PRLab executive board during class
time on Monday, January 23. Please be prepared to discuss your skills, experiences, and interest in PRLab.

PRLab Manual Training Quiz

All Account Executives, Supervisors and Directors will complete the PRLab Manual Training Quiz in class on
Monday, February 6. It will review all areas of the PRLab Agency Operating Manual (spring 2023 edition) and
policies from the syllabus. This is required and will be graded.

Transition Materials: Memo, Case Study, and Folder - BASECAMP

Each team will be responsible for creating a transition memo, case study, and folder to potentially assist future
PRLab teams and help drive industry award submissions. The transition documents will be created in Google
Folders and shared via Basecamp (in your team’s folder). The transition memo will be a document that will help
PRLab e-board and future teams understand the work completed, suggested next steps, and tips for working with
this client in the future. The case study will be a one-page document that uses the PRLab case study template
(available in Basecamp) to highlight major campaign successes and key learnings. Finally, the client transition
folder will house a collection of relevant documents, images, and files to help transition your client work to a
future team. All client transition memos, case studies, and folders must be completed and submitted by
December 16 in your team’s Basecamp folder.

Portfolio Development - BLACKBOARD

A big part of PRLab is preparing you for a career in public relations. In partnership with COM Career Services,
by the end of the semester, ACCOUNT EXECUTIVES will achieve the following:
● Understanding of how to write a compelling cover letter, tailored to the position you seek, and a
template to get you started
● Solid first version of your resume, including capturing the work you are conducting in PRLab
● Building an arsenal of references you can count on for recommendations
● Assembling a portfolio of your applicable school and professional work, and presenting it electronically
● Developing a professional LinkedIn profile and learning new strategies to use LinkedIn for your career
● Tapping into the BU alumni network through BU Connects
● Delivering a professional, elevator pitch representing your best professional self

How this will work:

● February 13 – In-class review of portfolio components and project expectations
● February 13-March 3 – Career Services Round 1 (Book your appointment via Sign-up Genius - link
will be provided via Blackboard) - you will meet with Career Services to review your draft RESUME,
COVER LETTER and REFERENCES; you should bring your Career Services sign-off sheet to this first
appointment, and any subsequent appointments. You must keep this sheet as it is part of your final
graded deliverable. Note, if you wait until the last week of this round to request an appointment, you
will not be guaranteed a meeting by the deadline.
○ If you do not meet with Career Services during this window to discuss your resume, cover letter
and references, you will receive a THREE POINT DEDUCTION on the overall assignment
grade
● March 13-31 – Career Services Round 2 (Book your appointment via Sign-up Genius - link will be
provided via Blackboard) - you will meet with Career Services to review primarily your ONLINE
PORTFOLIO, LINKEDIN PROFILE, and BU CONNECTS page; changes to resume, cover letter, and

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 references can also be quickly reviewed. Bring your portfolio development checklist with you to this
meeting. Note, if you wait until the last week of this round to request an appointment, you will not be
guaranteed a meeting by the deadline.
○ If you do not meet with Career Services during this window to discuss your online portfolio and
LinkedIn Profile, you will receive a THREE POINT DEDUCTION on the overall assignment
grade
● Friday, April 7 - Turn in your final signed checklist, resume, cover letter, references, with links to your
online portfolio and LinkedIn profile via Blackboard by 5 p.m.

IMPORTANT:
● COM Career Services is investing in this partnership to help improve your materials. Their time is
highly valuable. If you do not show up for an appointment, you are not only putting yourself at a
disadvantage, but you are also taking away a coveted appointment from another student. Therefore,
showing up for your scheduled appointment is necessary, or at a minimum, provide 48-hours notice so
Career Services can open up that appointment time.
● You should come to the PRLab appointments with your documents and online materials as polished and
finished as possible. If you do not receive a full sign-off on your checklist, it is YOUR responsibility to
address those unfinished elements prior to turning in the portfolio. Any unchecked items NOT addressed
will affect the overall portfolio grade.
● PRLab appointments will be scheduled via Sign-up Genius. Round 1 appointments are for the resume,
cover letter, and references, and Round 2 appointments are for the online portfolio, LinkedIn profile, and
BU Connects.
● If you wait until the last week of Round 1 or Round 2 to request an appointment, you will not be
guaranteed a meeting by that round’s deadline.
● Blackboard will have the checklist and assignment description in the Portfolio Folder. Be sure to
review this prior to your appointments.
● If you CANCEL your Career Services appointment with less than 48-hours notice, you will receive a
2.5 POINT DEDUCTION on the overall assignment grade.
● If you cancel your Career Services appointment with less than one-hour notice, or do not show up to
your appointment without any communication to the department, you will receive a 5 POINT
DEDUCTION on the overall assignment grade.
● Career Services will provide a report to the professors at the end of the semester of all appointments
missed.

Portfolio Components and Required Elements:

1. Cover Letter – the cover letter should be for a real job you would like to apply for (not one you
currently have). Include a screenshot of the current job posting along with your cover letter. Your
audience is the hiring manager for the position. (15 points)

2. Resume – the resume should have the same header as the cover letter - be consistently branded - and
one page. (15 points)
▪ Include PRLab Account Executive as one of your positions (PRLab is the company, account
executive is the position, and you can mention your client in the description. Note: PRLab is
one word - you should spell that correctly!).
▪ Include a link for your online portfolio on your resume
▪ Include a link to your LinkedIn profile on your resume

3. References – the references should have the same header as the cover letter and resume. (10 points)
▪ You should have three unique references and consistent contact information for each
▪ Include a brief description of how this person knows you and what qualities they can speak to

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 4. Online Portfolio - using Wix, Weebly, SquareSpace, DROPR or the software of your choice, create a
professional personal web site to host your career materials. (15 points)
▪ Your online portfolio should include a downloadable version of your resume, at least three
samples of your work with brief explanations of each piece, references (names/titles only, or
hyperlink to their LinkedIn profile - no other contact information), links to your LinkedIn
profile and other social profiles you wish to include, and contact information.

5. LinkedIn Profile - your personal social network, your LinkedIn profile will make a good first
impression when networking or when a recruiter comes across your page. (10 points)
▪ Your LinkedIn profile should include links to your online portfolio and social handles you wish
to include, as well as PRLab as one of your positions (PRLab is the company, account executive
is the position, and you can mention your client in the description).
▪ You should also have at least three professional connections.
▪ LinkedIn customized URL - you should customize your URL to shorten it for the resume header
(and it shows you are somewhat tech savvy)
▪ You should also request to join at least one LinkedIn Group, for example, the “COM
Connection group” (5,000+ members) or the “BU Alumni group” (39,000+ members).

6. BU Connects Page - BU Connects is a platform exclusively for Boston University alumni, students,
faculty, and staff, that will bring together Terriers for personal and professional networking on a global
scale, with a special emphasis on mentoring. It will be a major new benefit for BU students and alumni,
as it will give them access to a broad and influential network more than 340,000 strong. The College of
Communication will have a home on BU Connects called COM Connects. (5 points)
▪ Log in with your LinkedIn
▪ Join COM Connects
▪ Join the “Media and Communications Network” Group
▪ Write to one alumnus for mentorship purposes
▪ Take a screenshot of your note to the alumnus and include that in your portfolio assignment

7. Career Services Sign-off Sheet - Be sure to submit scans/images of your signed/checked Career
Services Sign-off Sheet. Your Career Services mentor should be signing your sheet at every visit and
noting what components meet expectations, and what needs additional work. (5 points)

8. Elevator Pitch Presentation - your ability to introduce yourself at networking events or on a job
interview is essential. (25 points)
▪ As part of your portfolio, you will include a 30-second elevator pitch video that will speak to
your professional capabilities and personal brand differentiators. This video should also be
submitted via Blackboard.

Your written portfolio materials and 30-second elevator pitch will comprise 10% of the Account Executive final
grade. Note, Account Supervisors and Directors will not conduct the portfolio assignment.

Mid-Project Update Report - BASECAMP

By Friday, March 17, at 5 p.m., each team will turn in a written report (via e-mail to both Professor Shanler and
Professor Joseph) covering the client’s PR challenge, the agreed-upon scope of work, progress toward
completing the goals, and the remaining work to be conducted. Be sure to include any challenges, problems or
concerns you have, and how you hope to help your client. THIS IS THE VERSION OF THE REPORT WE
WILL GRADE, so be attentive to details and provide your best effort.

On or before Monday, March 20, the professors will return the reports with mandatory edits/comments, as well
as your grade for the assignment. You need to incorporate/address these comments prior to finalizing the report
for your client and sending to your client (copying your director) before 5 p.m. on Tuesday, March 21 (see
Basecamp for the written report template). Please note, if you do not address the comments/edits from your

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supervisor, directors and/or the professors, you will receive a THREE POINT-deduction from this assignment
grade.

Final Project Recap Presentations - BASECAMP

On Monday, April 24, or Monday, May 1, each client team will present a Final Project Recap, summarizing the
results of the project, what the teams learned over the course of the semester, and brief elevator pitch statements
of each team member. Clients may be invited to attend these presentations. You will be graded on the quality of
the presentation, the visual aides, delivery, dress, flow, comprehension and adherence to the time limit. Each
team will have SEVEN minutes to present, followed by a Q&A session (which is not included in the
seven-minute limit). A grading rubric is available on Basecamp.

Your final presentations should include (but are not limited to):
● Brief introduction of each team member
● Client summary - and why it hired PRLab
● Team portfolio: show what you accomplished this semester (show us your work!)
● Results – hard numbers/measurable, specific, and did you meet your objectives?
● Lessons Learned – what did you learn about PR agency work this semester to help others?

Students must submit their presentations (PPT or PDF, NO Google Docs) via Basecamp (your own team’s
project folder), by 9 p.m. on Friday, April 21. You must use your CLIENT name as the title of the
document. Note, multiple presentations WILL NOT BE ALLOWED – we will accept only one submission
per team. Submitting later than 9 p.m. will result in a three-point deduction for this assignment.

Although Account Supervisors will be responsible for coaching their respective teams, they do not take part in
the oral presentation. Account Supervisors will receive the same grade as their respective teams for the final
presentation.

Final Project Written Report - BASECAMP

On Monday, April 24, by 5 p.m. ET, each team will email a final written report recapping your project for your
client. THIS IS THE VERSION OF THE REPORT WE WILL GRADE, so be attentive to details and provide
your best effort. See Basecamp for the written report template.

By Friday, April 28, the professors will make the report available with mandatory edits/comments, as well as
your grade for the assignment. You need to incorporate/address these comments prior to finalizing your report
for your client (be sure to copy your director) before 5 p.m. on Tuesday, May 2. Please note, if you do not
address the comments/edits, you will receive a THREE-POINT DEDUCTION for this assignment grade.

Performance Review/Evaluations - CoStudy

In the middle of the semester, you will participate in a performance review. This has two components:
1. From Sunday, March 12 - Sunday, March 19, you will complete a self evaluation, as well as an
evaluation of your teammates, to identify what is working and what can be improved. This process will
be conducted via the CoStudy application, and will benefit you personally and the entire team’s
performance.
2. From Monday, March 20 - Monday, March 27, by 5 p.m., each Account Executive will have a
performance review with their account supervisor (director attendance as needed). In addition, all
supervisors will have a performance review with their director. This will allow the AEs and Supervisors
to make improvements where needed prior to the end of the semester.

At the end of the semester, each student, depending on their role in PRLab, will be asked to provide a number of
detailed and comprehensive evaluations. Late, incomplete, or one-word-answer evaluations will not be accepted
and this will affect your grade. Evaluations are anonymous, and while you will see your own feedback from
your peers and supervisor, these are otherwise confidential. Client evaluations are also confidential, and Prof.
Shanler and Prof. Joseph will not disclose client feedback or scores.

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Account Executives: You will be evaluating your team members, account supervisor, director and client. Your
grade will be determined by your team, supervisor and client evaluation of your work, as well as the quality of
the evaluation you write and meeting the deadline to turn in your own evaluations. It is also partly your
responsibility to ensure your client completes their evaluation before the deadline.
● Account Executives – must be electronically submitted via CoStudy no later than Friday, May 5, 11:59
p.m.

Account Supervisors: You will be evaluating all Account Executives on each of your teams and your clients and
directors. Your grade will be determined by your teams’, directors’, and clients’ evaluations of your performance
throughout the semester, as well as the quality of the evaluation you write and meeting the deadline to turn in
your own thorough evaluations. It is also partly your responsibility to ensure your client completes their
evaluation before the deadline.
● Account Supervisors – must be electronically submitted via CoStudy no later than Friday, May 5, 11:59
p.m.

Directors: You will be evaluating all Supervisors of your teams, as well as your clients. Your grade will be
determined by your supervisors and clients’ evaluations of your performance throughout the semester, as well as
the quality of the evaluation you write and meeting the deadline to turn in your own thorough evaluations.
● Directors – must be electronically submitted via Google form no later than Friday, May 5, 11:59 p.m.

Clients: Your clients will be evaluating each member of the team (Account Executives, Supervisors, Director),
as well as the PRLab agency leadership. If a client fails to submit an evaluation, Professor Shanler and Professor
Joseph will use the average scores among the Account Executive and Supervisor for that team, and then apply a
five-point deduction, to achieve the client evaluation grade. Therefore, your strong client communication skills
will be mandatory to ensure your client completes its evaluation.
● Clients – must be electronically submitted to Professor Shanler or Professor Joseph via Google form no
later than 11:59 p.m. on Friday, May 5.

With your evaluations, professional and thorough responses are expected. If you fail to complete an evaluation
form in its entirety, your overall evaluation grade will be lowered. Please put thought and detail into your
responses. All evaluations among BU students must be thorough and submitted via CoStudy; client evaluations
must be completed via Google Forms. Simply grading your peers/supervisors without providing explanations for
every metric will be viewed as incomplete work. Please include thoughtful commentary.

MuckRack Certification -Extra Hours Opportunity - BLACKBOARD

DEADLINE: Friday, March 24, by 11:59 p.m. To improve your client effectiveness, enhance your resume, and
prepare you for a career in public relations, PRLab students can earn additional hours to complete free
certification from MuckRack. Students can choose either or both offerings: “Fundamentals of Media Relations”
and/or “Fundamentals of Social Media.” Certifications must be completed by the deadlines outlined in the
weekly schedule to count for additional hours, though students are welcome to complete the certifications on
their own time, without PRLab credit.

To enroll, visit https://academy.muckrack.com/ and then sign up for the course of your choosing. Certification
takes about 2-3 hours per course, but you can easily break it down into more manageable sections. Complete the
certification course, including the required quizzes and exam. Download your certificate to your computer. On
Blackboard, find the MuckRack certification assignments so you can upload your certificate(s) of completion.
We will then assign the point value of 3 to show you have received the extra hours, and we will add these to
your master timesheet tracker. DO NOT INCLUDE THE MUCKRACK HOURS ON YOUR WEEKLY
TIMESHEET. Here is what your certificate will look like:

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ADDITIONAL POLICIES

Academic Code of Conduct

All BU students are bound by the Academic Conduct Code. Please review to ensure you are acting responsibly
and ethically in regard to your academics.

Sexual Misconduct
Boston University is committed to fostering a safe, productive learning environment. Title IX and our school
policy prohibit discrimination on the basis of sex, which regards sexual misconduct – including harassment,
domestic and dating violence, sexual assault, and stalking. We understand that sexual violence can undermine
students’ academic success and we encourage students who have experienced some form of sexual misconduct
to talk to someone about their experience, so they can get the support they need. Confidential support and
academic advocacy resources can be found with the Center for Sexual Assault Response & Prevention (SARP)
at http://www.bu.edu/safety/sexual-misconduct/.

Equal Opportunity
BU has strict guidelines on classroom behavior and practices when it comes to treatment of students and guests
on the basis of race, color, religion, sex, gender identity, sexual orientation, age, mental or physical disability,
genetic information, military service, national origin, or due to marital, parental, or veteran status.
Discrimination for any of these reasons is prohibited. Please refer to the Equal Opportunity/Affirmative Action
Policy for more details.

Disability Services
If you are a student with a disability or believe you might have a disability that requires accommodations, please
contact the Office for Disability and Access Services (DAS) at 617-353-3658 to coordinate any reasonable
accommodation requests. DAS is located at 25 Buick Street, on the third floor.

Student Athletics
All student-athletes will receive a sheet from Student-Athlete Support Services regarding absences throughout
the semester. Hand in this sheet soon as possible to avoid potential conflicts and make arrangements for missed
lecture notes, classwork, or discussion.

Social Climate
Any student who has difficulty affording groceries or accessing sufficient food to eat every day, or who lacks a
safe and stable place to live, and believes this may affect their performance in the course, is urged to contact the
Dean of Students for support. Furthermore, please notify the professor if you are comfortable doing so. This will
enable them to provide any resources they may possess.

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Also, it is not unusual for students to feel stress, and about 15% of students experience depression, anxiety or
other mental health concerns. We are here to help you find the resources to help you get through this stressful
time.

If work shown in this class, professional or student-generated, offends you in any way, please mention it in class
or talk to us privately about it so that we can all learn from each other. This is not to say we will ever restrict
freedom of speech or water down an aggressive or edgy idea, but we want to discuss anything that someone
deems troublesome or offensive.

ADDITIONAL RESOURCES
● Support services: https://www.bu.edu/com/resources/current-students/student-support/
○ In addition to the resources on this site, please know that we are here to help you find the
resources to help you get through stressful times.
● COM Diversity, Equity, and Inclusion:
https://www.bu.edu/com/about-com/diversity-equity-inclusion/
● BU Newbury Center for First-Generation Students: http://bu.edu/newbury-center
● COM Writing Center: https://www.bu.edu/com/for-current-students/the-com-writing-center/
● BU Dean of Students office: https://www.bu.edu/dos/; any student who is experiencing food or housing
insecurity and believes this may affect their performance in the course is urged to contact the Dean of
Students for support.
○ In addition, please notify the professor if you are comfortable in doing so. This will enable us to
provide any resources that we may possess.

Diversity and Inclusion in PRLab

At your discretion, please alert us to anything related to preferred pronouns, preferred name or nickname, or any
extenuating circumstances or trigger warnings (personal, medical, etc.) that might affect your classroom
experience via our pre-class survey or another method that is comfortable for you. We want to make sure you
have the most positive experience in the classroom as possible.

Boston University’s founders opened its doors to all students without regard to religion, race, or gender.
Building and sustaining a vibrant community of scholars, students, and staff remains essential to our mission of
contributing to, and preparing students to thrive in, an increasingly interconnected world.

We strive to create environments for learning, working, and living that are enriched by racial, ethnic, and
cultural diversity. We seek to cultivate an atmosphere of respect for individual differences in life experience,
sexual orientation, and religious belief, and we aspire to be free of intellectual parochialism, barriers to access,
and ethnocentrism.

Success in a competitive, global milieu depends upon our ongoing commitment to welcome and engage the
wisdom, creativity, and aspirations of all peoples. The excellence we seek emerges from the contributions and
talents of every member of the Boston University community.

PRLab encourages open discussion and respectful debate, as students are expected to hold a variety of beliefs
and attitudes, particularly with regard to communication. At times, we may cover topics that you are
uncomfortable with, or lectures may include information that cause you to feel uneasy. Such controversial topics
will only be discussed if they hold academic merit. However, discussion and debate will at all times be
respectful and appreciative of others. If this is found to not be the case, or if statements are made that are
decisively determined to not be respectful, appropriate action will be taken.

Hate speech will not be tolerated under any circumstances, and any instances of hate speech (either online or
in-person) will result in the maximum allowable punishment, up to and including the potential for federal-level
investigation and prosecution.

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Recording of Classes
PRLab sessions will not be recorded, unless University policy dictates otherwise.

Group Work
Each student involved in group work is potentially responsible for all work turned in by the group. If a student
knows or has evidence of academic misconduct within a group, the student should address it with his or her
group or professor prior to submitting the assignment.

Letters of Recommendation
If you would like Professor Shanler or Professor Joseph to write a letter of recommendation for you, please be
aware that we are only willing to write it if you are an excellent student and have a great academic record. As a
rule, we usually don’t give recommendations unless we have had you in more than one class. In addition, you
should write the first draft of the letter and provide it to one of us more than two-weeks before the deadline.

Key Dates
Meeting the deadlines outlined in the syllabus and manual are your responsibility. To make it easy, mark your
calendars now for these critical project milestones. Remember, the deadlines are end dates, so try to complete
them earlier:
● Friday, January 20, by 11:59 p.m. - Submit student survey and resume
● Monday, January 30, by the start of class time - pay for PRLab manual via cash in class or here
● Friday, February 3, by 5 p.m. ET - Submit completed team contract via Basecamp
● Monday, February 6, by 5 p.m. ET – Submit PR Plan to professors
● Monday, February 6 – First timesheets due at the beginning of class
● Monday, February 6 – AE Manual Training Quiz in class
● Wednesday, February 8, by 5 p.m. ET - Email PR Plan to clients, copying director, presidents, and
professors
● Friday, February 10, by 5 p.m. ET - Submit Director operation plans (Directors only)
● Friday, February 17 by 5 p.m. ET– First weekly activity report due (always due by 5 p.m.)
● Monday, February 13 - Friday, March 3 - Round 1 for Portfolio Meetings
● Monday, February 20 (NO CLASS) - Substitute Monday schedule on Tuesday, February 21
● Sunday, March 12 - Sunday, March 19, by 11:59 p.m. - Performance Reviews questionnaires via
CoStudy
● Monday, March 13 - Friday, March 31 - Round 2 for Portfolio Meetings
● Friday, March 17, by 5 p.m. ET– Mid-Project Update report turn-in (emailed to both professors)
● Monday, March 20, by the start of class - Edits on Mid-Project Update will be sent back to teams; send
to client by Tuesday, March 21, by 5 p.m. ET; Deadline to meet with client Friday, March 24, by 5 p.m.
● Friday, March 24, by 5 p.m. ET - Submit Director midpoint overviews of client service and
operations (Directors only)
● Friday, March 24, by 5 p.m. ET - Deadline to submit Extra Hours Muck Rack certifications via
Blackboard
● Monday, March 20- Monday, March 27: Performance Reviews discussions take place with
Supervisors and AEs, as well as Directors and Supervisors
● Friday, April 7, by 5 p.m. ET - Turn in final portfolio assignment via Blackboard
● Friday, April 21, by 9 p.m. ET - Submit final presentation slides via Basecamp team folder
● Monday, April 24 and May 1 - Final Project Recap in-class presentations
● Monday, April 24, by 5 p.m. ET - Submit Final Written Recap Report to professors via email
● Tuesday, May 2, by 5 p.m. ET - Email final edited written recap report to client
● Friday, May 5, by 5 p.m. ET - Conduct final project recap meeting with client
● Friday, May 5, by 5 p.m. ET – Deadline to submit all final timesheets, client transition documents,
and PRLab CoStudy evaluations, and for E-board to turn in keys
● Friday, May 5, by 5 p.m. ET - Submit Director final report of client service and operations (Directors
only)

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CLASS SCHEDULE

Before Class Begins:

● ASSIGNMENT DUE: Turn in student survey and resume via Google by Friday, January 20, by 11:59 p.m.
ET

Week One: Introduction/Agency Overview

Monday, January 23
● Agency overview
● Client overviews
● Professional client communication
● Client service expectations
● Receive PRLab Team Manual in class
● Conduct AE Interviews in class

Week Two: How it Works

Monday, January 30
● Timesheet tracking starts today!
● First Team Meetings in class - start team contracts
● Meet with your client sometime this week
● How to get started on your PR plans
● Review of policies, time sheets, requirements, expenses
● Your roles, team dynamics
● Basecamp training - Join our PRLab HQ (headquarters) here:
https://3.basecamp.com/4533528/join/ZfVt7zhbSTxw
o In class, we will sign up for an account using your BU email
o Click on PRLab HQ in Basecamp -----> click on Docs and Files -----> click on Basecamp Resources
-----> click on Welcome to Basecamp.
o On your own time, please watch all videos posted in that folder prior to Week 3.
● ASSIGNMENT DUE: Payment for PRLab Manual is due Monday, January 30, by the start of class time
● ASSIGNMENT DUE: Post completed team contracts to the team project on Basecamp by 5 p.m. on Friday,
February 3

Week Three: Foundations for Success

Monday, February 6
● Lecture: Professional Communication Writing (Prof. Dowding)
● IMPORTANT: AE Manual Quiz in Class
● First timesheet due at the beginning of class (template on Basecamp) (includes hours from week 1 and
week 2)
● ASSIGNMENT DUE: Email PR plan to Prof. Shanler and Prof. Joseph, copy director and presidents by 5
p.m. ET on Monday, February 6
● ASSIGNMENT DUE: Incorporate edits and email PR plan to your clients, copy director and presidents, by
5 p.m. ET on Wednesday, February 8
● ASSIGNMENT DUE: DIRECTOR operation plans, due by Friday, February 10, by 5 p.m. ET

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Week Four: Delivering Great Work
Monday, February 13
● Review expectations for portfolio assignment (Round 1 of reviews begins through February 27)
● Diversity in PRLab
● Account work overview
o The client/agency relationship
o The role of the supervisor
o Receiving edits/feedback
o Asking for help
● Review weekly activity report expectations
● Meet-the-Directors and understand their roles
● First Activity Report due Friday, February 17, 5 p.m. ET

Week Five: Agency Focus

TUESDAY, February 21 (no class on Monday, February 20 – university make-up day is Tuesday, February 21)
● Day in the Life of a Client

Week Six: Improving Productivity

Monday, February 27
● Director Breakouts - informal updates on client work status (small group discussions)
● Ethics in Agency Life
● Sign up for CoStudy this week (at the latest)
● Deadline: Portfolio Review Round 1- Friday, March 3

No class on March 6 – Spring Break

Week Seven: Agency Work

Monday, March 13
● Lecture on key topics related to client challenges
● Review mid-point report expectations
● Round 2 of portfolio reviews begins through March 31
● Review performance reviews - CoStudy for AEs and Supervisors
● ASSIGNMENT DUE: Mid-point Report due by Friday, March 17, at 5 p.m. ET to Prof. Shanler and Prof.
Joseph, cc: directors
● Deadline for CoStudy mid-semester performance review: Sunday, March 19, 11:59 p.m.

Week Eight: Agency Work

Monday, March 20
● Review edits to mid-point report; submit to client by Tuesday, March 21, 5 p.m. ET; discuss at next client
meeting this week, deadline to meet with client is Friday, March 24, by 5 p.m.
● Follow-up lecture on key topics related to client challenges
● Networking 101
● Supervisor mid-point performance review meetings with AEs this week
● ASSIGNMENT DUE: DIRECTOR client service and operation mid-point report by 5 p.m. on Friday,
March 24
● OPTIONAL ASSIGNMENT DUE : Deadline for MuckRack certifications, Fundamentals of Social Media
and Fundamentals of Media Relations, (certificates uploaded to Blackboard) by Friday, March 24, at 11:59
p.m. ET

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Week Nine: Careers
Monday, March 27
● Guest Panel: Day in the Life at a PR Agency
● ASSIGNMENT DUE: Mid-point performance reviews/evals meetings complete by 5 p.m. ET on Monday,
March 27
● Deadline for Round 2 of Portfolio Meetings with COM Career Services: Friday, March 31, 5 p.m.

Week 10: Careers, Final Deliverables Review

Monday, April 3
● Career Prep
● ASSIGNMENT DUE: Completed portfolio assignment due by Friday, April 7, at 5 p.m. ET via Blackboard
(note, one assignment is for the portfolio, the second assignment is the elevator pitch video upload)

Week 11: Final Deliverables Review

Monday, April 10
● Final Project Recap Report and Presentation overview
● Presentation Training: PRLab Directors

Week 12 - Final Deliverables Review

WEDNESDAY - April 19 (no class on Monday, April 17 – university make-up day is Wednesday, April 19)
● Transition Reports and Evaluation overview
● Questions for final report and presentations
● ASSIGNMENT DUE: Final Presentation Slides - Upload final presentation slides to your own team’s
project folder on Basecamp (use the client name as the file name) by 9 p.m. on Friday, April 21 (PDF or
PowerPoint only - no Google Docs)

Week 13 - Final Presentations Begin

Monday, April 24
● Final Project Recap Presentations, Part 1
● Evaluation Review
● Transition documents/folders
● ASSIGNMENT DUE: Written Final Project Recap Report due to professors via EMAIL by 5 p.m. ET on
Monday, April 24. Professors will provide feedback by Friday, April 28.

Week 14 - Final Presentations Conclude; Wrapping Up

Monday, May 1
● Final Project Recap Presentations, Part 2
● Submit edited Final Project Written Report to client by Tuesday, May 2, by 5 p.m. ET
● Course Evaluations in class
● ASSIGNMENT DUE: PRLab Evaluations via CoStudy, due by Friday, May 5, by 5 p.m. ET
● ASSIGNMENT DUE: Client Transition Memo, Case Study, and Folder due by Friday, May 5, by 5 p.m.
ET in Basecamp project folder (shared as a regular google folder, not a team or shared folder)
● ASSIGNMENT DUE: DIRECTOR client service and operation wrap-up report, due by Friday, May 5, by 5
p.m. ET
● Final Project Recap Meeting with Client by Friday, May 5, by 5 p.m. ET
● Time tracking this week is optional, but final timesheet/hours due by Friday, May 5, at 5 p.m. ET
● Presentation Day and Day 2 comments due by Friday, May 5, at 5 p.m. ET
● E-board deadline to turn in PRLab room keys by Friday, May 5, at 5 p.m. ET

###

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