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Linda M. Perry



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AEC4052  §048G
Communication Campaign Strategies
for Agricultural & Life Sciences
Syllabus Spring 2015
Dr. Linda M. Perry

COURSE DESCRIPTION: This is the capstone course in Agricultural Education and Communication's Communication and Leadership Development major. It is designed to strengthen your understanding of leadership, followership and strategic communication.

  • To help students hone critical thinking, technical and creative skills in the application of communication principles and techniques to solve problems or meet opportunities facing agricultural and natural resource organizations.
  • To give students practical experience in conducting research and developing appropriate strategies to achieve communication objectives for a client in agriculture and/or natural resources.
  • To give students opportunities to apply skills, theories and principles learned in the AEC curriculum.

CLASS INFORMATION: Meets Tuesday, 4th (10:40-11:35 a.m.) and Thursday, 4th-5th (10:40-12:30) in 107 Bryant Hall, the Mac Lab.

INSTRUCTOR: Dr. Linda M. Perry • • 273-0749 in 122 Bryant Hall.
Office hours: 10:45 a.m. – 1 p.m. M,W,F; 12:45-1:45 p.m. T,R; and by appointment.

Teaching Assistant: Tiffany Rogers • • 392-0502 in Rolf's Hall

TEXTBOOK: Bobbitt, Randy, and Ruth Sullivan, Developing the Public Relations Campaign, 2nd ed. or latest, Pearson: ISBN: 9780205569908.
Other materials: In addition to the course materials on Canvas, lecture outlines and assignment instructions will be posted on the class website: The lecture notes are not a substitution for attending class. 

ON YOUR HONOR:  Academic honesty is expected, just as sound ethics are required professionally. There will be zero tolerance for anything less. That means not giving, accepting or taking unauthorized aid, plagiarizing websites or others’ or your own previous work; or doubling on any assignments without permission of all instructors involved. Violations will be pursued according to university guidelines. You also must adhere to copyright law requirements. More on honor.

Professional courtesy is expected every day, but especially when guests are present and during presentations. Cell phones and tablets must be turned off inside the classroom.


To succeed in this course, you must come to class. Students unable to attend class are responsible for obtaining class notes and handouts. Make-up work and assignment-deadline extensions are granted only in cases of documented excused absences.

Punctual attendance will be reflected in your class participation grade, as will attentive behavior and participation in group work. You must fully participate in group work to fully share group grades.

Late work is penalized 10% per day unless arranged with instructor prior to the due date.

Grades and Grade Points: A = 100-93; A– = 92-90; B+ = 89-87; B = 86-83; B– = 82-80; C+ = 79-77; C = 76-73; C– = 72-70; D+ = 69-67; D = 66-63; D– = 62-60; E = 59-0.


UF policies for assigning grade points:



Jan. 20 Application and Leadership Philosophy
March 12 Individual Issue Tracking Report
April 21 Campaign Plan [internal due dates (R)]
    • Campaign Plan Book       40%
    – Situation Analysis [Feb. 12 (R)]
    – GOST [Feb. 24 (R)]
    – Group Issue Analysis [March 24 (R)]  
    • Group work     20%  
    • Individual contributions     20%  
    • Presentation [April 21]       10%
  Class Participation
April 27 Peer, Self Evaluation and Leadership Reflection
April 28 Online portfolio piece

(R) = Rewrite available



Readings are from the Bobbitt book unless otherwise noted:

This week

Week Topic Reading
Jan. 6 Welcome • Issues in Agriculture and Natural Resources

Ch. 1-2
Jan. 13 The application package • Leadership Review

Ch. 3; 12
Jan. 20 Situation Analysis • Issues Management Ch. 4
    DUE Jan. 20: Application & philosophy, in class

Jan. 27 Analyses and Reports  
    BY Jan. 27: Issues chosen

Feb. 3 Audiences • Goals & Objectives, and Strategies Ch. 5; 10
    BY Feb. 3: Presentation venue reserved

Feb. 10 Strategies: Formulating the Message Ch. 6; 13
    BY Feb. 10: Invitations for clients and guests to Dr. Perry
    DUE Feb 12: Draft Situation Analysis

Feb. 17 Tactics • Media Strategies • Formulating a Budget Ch. 8; 9
    DUE Feb. 17: Plan Book Outline
BY Feb. 19: Identify portfolio piece

Feb. 24 Message Design Ch. 7, 11

  DUE Feb. 24: Draft Goals, Objectives, Strategies, Tactics
DUE Feb. 26
: Draft Media Kits
DUE Feb. 26: Draft Budgets

  March 1-7 ** Spring Break — No Class **

March 10 Issue Analysis  
  DUE March 12: Individual Issue Tracking Report


March 17 Evaluating the Strategic Plan

March 24 The Pitch: Making Effective Presentations
DUE March 24: Draft Group Issue Management Report

March 31
Revise & Proof
  DUE March 31: Draft Plan Book

April 7 Revise, Proof & Rehearse  
  DUE April 7: Presentation Outline

April 14 Revise, Proof & Rehearse

April 21 Presentations!
  DUE April 21: Final Plan Book with prototypes &
all other materials

Finals Week DUE April 27: Self- and peer-evaluations &
leadership reflection
    DUE April 28: Portfolio piece uploaded  

AEC Expectations

Expectations for Writing

The CLD writing standards must be followed, unless otherwise specified for a particular assignment. Not meeting these standards will result in substantially lower scores on assignments:

  • Proper American English grammar and punctuation.
  • Proper sentence structure, which includes complete sentences; not “tweet-talk.”
  • No use of first person unless otherwise instructed.
  • No use of contractions unless otherwise instructed.
  • Well-sourced factual writing and well-supported recommendations and conclusions.
  • Proper APA style and citation on research assignments.
  • Associated Press style for all news articles and media writing.

Expectations for Design

The CLD design standards must be followed, unless otherwise specified for a particular assignment. Not meeting these standards will result in substantially lower scores on design-related assignments:

  • Proper grammar, punctuation, and sentence structure for textual matter.
  • Associated Press style for all media text, such as in brochures, fliers, Web pages, etc.
  • Proper settings for the graphics: 300 dpi in CMYK for printed photos (150 dpi OK for in-house printing); 96 ppi in RGB for Web. Pixilated, distorted images will result in lower scores.
  • Minimum skills expected include ability to properly crop and scale images without distortion, create documents with multiple columns, insert graphics on a page, insert text with a graphic, and alter the color of text and/or graphics.

Moderate ability expected with:

  • Microsoft PowerPoint
  • Microsoft Word
  • Adobe Photoshop (photographs)
  • Adobe Illustrator (graphics).
  • Adobe InDesign (print layout)
  • WordPress (Web)
  • Final Cut Express or Pro X (video)

Strict observance of copyright laws is required. You must obtain the right to use others’ artwork, by either written permission or documented purchase. You may get ideas from other’s designs, but not the actual graphic/design without securing the rights.

See for FREE online tutorials on many software programs. If you need a refresher with any program, it is highly recommended that you go through some of the tutorials: Click on the yellow box on the right side of the screen.

Academic Honesty, Software Use, Campus Helping Resources, Services for Students with Disabilities

Academic Honesty

In 1995 the UF student body enacted an honor code and voluntarily committed itself to the highest standards of honesty and integrity. When students enroll at the university, they commit themselves to the standard drafted and enacted by students. For all work submitted for credit, the following UF student pledge is implied: The Honor Pledge: "We, the members of the University of Florida community, pledge to hold ourselves and our peers to the highest standards of honesty and integrity."
On all work submitted for credit by students at the university, the following pledge is either required or implied: "On my honor, I have neither given nor received unauthorized aid in doing this assignment."

Students should report any condition that facilitates dishonesty to the instructor, department chair, college dean, Student Honor Council, or Student Conduct and Conflict Resolution in the Dean of Students Office. (Source: 2013-2014 Undergraduate Catalog)

It is assumed all work will be completed independently unless the assignment is defined as a group project, in writing by the instructor. Your individual roles within your group is your responsibility; you should complete all work that falls within that role.  This policy will be vigorously upheld at all times in this course.

Software Use

All faculty, staff and students of the university are required and expected to obey the laws and legal agreements governing software use. Failure to do so can lead to monetary damages and/or criminal penalties for the individual violator. Because such violations are also against university policies and rules, disciplinary action will be taken as appropriate.

Campus Helping Resources

Students experiencing crises or personal problems that interfere with their general well-being are encouraged to utilize the university’s counseling resources. The Counseling & Wellness Center provides confidential counseling services at no cost for currently enrolled students. Resources are available on campus for students having personal problems, lacking clear career or academic goals, or experiencing other problems that may interfere with their academic performance.

University Counseling & Wellness Center, 3190 Radio Road, 352-392-1575,
Counseling Services
Groups and Workshops
Outreach and Consultation
Self-Help Library
Training Programs
Community Provider Database

Career Resource Center, First Floor JWRU, 392-1601,

Services for Students with Disabilities

The Disability Resource Center coordinates the needed accommodations of students with disabilities. This includes registering disabilities, recommending academic accommodations within the classroom, accessing special adaptive computer equipment, providing interpretation services and mediating faculty-student disability related issues.

0001 Reid Hall, 352-392-8565,