CMST 4X03 COMM FOR CAMPAIGNS, ELECTIONS
Academic Year: Fall/Winter 2014/2015
Instructor: Dr. Alex Sevigny
Office: Togo Salmon Hall 304
Phone: 905-525-9140 x 27661
Office Hours: Monday, 5pm-7pm
- Course Objectives
- Textbooks, Materials & Fees
- Method of Assessment
- Policy on Missed Work, Extensions, and Late Penalties
- Additional Policies and Statements
- Topics and Readings
- Other Course Information
Togo Salmon Hall, Room 321.
What makes a campaign persuasive? How do communications campaigns work? What role does media relations play in a campaign? What makes certain messages resonate? What is the difference between a communications campaign for a not-for-profit and for an election? This course will seek to answer these questions from both practical and theoretical perspectives.
Theoretical Objectives. Students will learn:
- the elements of effective communications campaigns;
- about contemporary perspectives on the theory, research and practice of persuasion;
- about the Canadian federal election of 2011Â from a critical, multidisciplinary perspective;
- about effective messaging and the ethics of spin.
Practical Objectives. Students will learn:
- what the elements of a communication campaign are;
- how to work effectively in groups;
- how to compose the instruments fundamental to an effective campaign;
- how to present ideas effectively using powerpoint or keynote;
- how to deal with the principal in a campaign;
- how to make up a strategic communications plan.
There will be several guest speakers from the world of professional communication practice. Students will be expected to incorporateÂ insights fromÂ the guest speakersâ€™ presentations into assignments.
Textbooks, Materials & Fees:
Required Textbooks. Please note that all of these books are available at significant discount as e-books (Kindle, Kobo, etc.).
- Delacourt, S. 2013. Shopping for Votes. Vancouver:Â Douglas & McIntyre.
- Dornan, C. & Pammett, J. 2012. The Canadian Federal Election of 2011. Toronto: Dundurn Press.
- Flanagan, T. 2014. Winning Power: Canadian Campaigning in the 21st Century. MontrÃ©al/Kingston:Â McGill-Queen's University Press
- Gidengil, E., Nevitte, N., Blais, A., Everett, J. & P. Fournier.Â 2012. Dominance and Decline: Making Sense of Recent Canadian Elections. Toronto: University of Toronto Press.Â
- Luntz, F. 2007. Words That Work. Updated Edition. New York: Hyperion.
Method of Assessment:
Â R.A.C.E.-based GroupÂ Project â€“ Mini Campaign
Â 45% Total
Â Research & AnalysisÂ Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â
Â Mission, Vision & Values
Â January 20, 2015
Â Audience/Stakeholder/Media Database & Â Analysis
Â February 3, 2015
Â Communication Strategy
Â February 24, 2015
Â Communication Plan, Budget & Tactics
Â March 3, 2015
Â Overall Communications & Evaluation Plan
Â March 17, 2015
Â Other Assignments
Â Comparative Book Review
Â March 29, 2015
Â Group Presentation on CFE2011 Chapter
Â Group Presentation of Mini Campaign Projects
Â March 30/April 6, 2015
Â Final Examination
Â Regular Exam Period
Submission of Assignments
Each assignment must be posted to its dropbox by midnight on the due date.
R.A.C.E.-Based Communications Plan
The R.A.C.E. (Research, Analysis, Communication, Evaluation) model of communications planning is endorsed by the Canadian Public Relations Society as the gold standard planning tool for effective communications campaigns. Students will be following this model to design their campaign plans. Students will form 3-4 member campaign teams and pick an organization (fictional or real) for which to design a campaign.
Mission, Vision, Values Statement
This assignment requires student campaign teamsÂ to come up with a top-level mission, vision and values statementÂ for your communication campaign. Please see detailed assignment description and rubric on the course website.
Audience/Stakeholder/Media DatabaseÂ & Analysis
This assignment requires student campaign teamsÂ to construct a database that captures and characterizes key audiences, stakeholders and media contacts. A map analysis of the database content using a visualization tool such as Vizio is required.Â Please see detailed assignment description and rubric on the course website.
This assignment requires student campaign teamsÂ to formulate a communication strategy that will guide the implementation of tactics.Â Please see detailed assignment description and rubric on the course website.
Communication Plan, Budget and Tactics
This assignment requires student campaign teams to build a communications plan that outlines the order of operations, examples of tactics and some collateral materials. A realistic and detailed budget must be included.Â Please see detailed assignment description and rubric on the course website.
Complete Communication & Evaluation Plan
This assignment requires students to list a series of key performance indicators and benchmarks that they hope to meet through the campaign as well as relevant metrics that will be used to gauge progress and results.Â Please see detailed assignment description and rubric on the course website.
Comparative Book Review
Students will either compare two books from the bibliography provided in this syllabus or writen an in-depth review of one booth that makes reference to other course readings. The book report should be written in the style of an academic book review, following the example of reviews published in the Journal of Professional CommunicationÂ (jpc.mcmaster.ca).Â Please see detailed assignment description and rubric on the course website.
Group Presentation on Chapter from Canadian Federal Election 2011
You will present a chapter from the Canadian Federal Election 2011.Â Optimally, presentations will incorporateÂ references to at least 5 other readings in the course which the chapter illustrates. Presentations should beÂ interactive, visually compelling and last no longer than 50 minutes. Presentations must be accompanied by a one or two pageÂ briefing note and handout.Â Please see detailed assignment description, guideÂ and rubric on the course website.
Group Presentation of Mini Campaign Project
Students will present the results of their mini campaign project to the class.Â Presentations should beÂ interactive, visually compelling and last no longer than 20 minutes. Presentations must be accompanied by a one or two page briefing note andÂ handout.Â Please see detailed assignment description, guideÂ and rubric on the course website.
Students will be given a list of questions on the last day of class, of which a selection will comprise the final examination. The will be two hours long and will take place during the official examination period.
All assignments must be formatted according the publication manual of the American Psychological Association (APA). You can find a resource for APA formatting here:Â https://owl.english.purdue.edu/owl/resource/560/01/.Â
Online Learning Policy
In this course we will be using Avenuetolearn (A2L). Students should be aware that, when they access the electronic components of this course, private information such as first and last names, user names for the McMaster e-mail accounts, and program affiliation may become apparent to all other students in the same course. The available information is dependent on the technology used. Continuation in this course will be deemed consent to this disclosure. If you have any questions or concerns about such disclosure please discuss this with the course instructor.Â
Policy on Missed Work, Extensions, and Late Penalties:
Policy for Students With DisabilitiesÂ Â Â Â Â â€œStudents who require academic accommodation must contact Student Accessibility Services (SAS) to make arrangements with a Program Coordinator. Academic accommodations must be arranged for each term of study. Student Accessibility Services can be contacted by phone 905-525-9140 ext. 28652 or e-mail firstname.lastname@example.org. For further information, consult McMaster Universityâ€™s Policy for Academic Accommodation of Students with Disabilities: http://www.mcmaster.ca/policy/Students-AcademicStudies/AcademicAccommodation-StudentsWithDisabilities.pdf.â€
Policy on MSAFs andÂ Late Work
Late submission of an assignmentÂ will result in a grade of zero.Â
You must post each assignment to its A2L dropbox.
If you have not made any prior arrangement with the instructor, assignments not submitted to the digital dropbox on A2L will be considered late and will result in a grade of zero for the assignment. Any specialÂ arrangements with the instructorÂ concerning the submission of an assignment must be agreed upon at least 24 hours before the due date.
Late submission of assignments will not be penalized for legitimate certifiable reasons such as illness or the death of a close family member.
You must provide evidence for your reason (doctor's note, death certificate).
MSAF will only be honoured if official supporting documentation is providedÂ within 2 days of the filing of the assignment due date to the instructor.
Official documentation must be scanned and submitted as an email attachment to an email sent to the instructor.
PLEASE NOTE: Computer problems or last minute issues uploading an assignment to A2L are not legitimate reasons for late submission of an assignment. Presenting these reasons as an excuse for late submission of an assignment will result in a grade of zero forÂ the late assignment.Â
McMaster Student Absence Form (MSAF)
This is a self-reporting tool for undergraduate students to report absences DUE TO MINOR MEDICAL SITUATIONS that last up to 5 days and provides the ability to request accommodation for any missed academic work. Please note, this tool cannot be used during any final examination period. You may submit a maximum of 1 Academic Work Missed request per term. It is YOUR responsibility to follow up with your Instructor immediately (NORMALLY WITHIN TWO WORKING DAYS) regarding the nature of the accommodation. If you are absent for reasons other than medical reasons, for more than 5 days, or exceed 1 request per term, you MUST visit your Associate Dean's Office/Faculty Office). You may be required to provide supporting documentation. This form should be filled out immediately when you are about to return to class after your absence.
Accommodations For Students With Disabilities
If you require special accommodation for learning or have any special needs please let me know of them as soon as possible in order that arrangements can be made. Students with disabilities are encouraged to register with Student Accessibility Services (http://sas.mcmaster.ca).Â
Please Note the Following Policies and Statements:
You are expected to exhibit honesty and use ethical behaviour in all aspects of the learning process. Academic credentials you earn are rooted in principles of honesty and academic integrity.
Academic dishonesty is to knowingly act or fail to act in a way that results or could result in unearned academic credit or advantage. This behaviour can result in serious consequences, e.g. the grade of zero on an assignment, loss of credit with a notation on the transcript (notation reads: "Grade of F assigned for academic dishonesty"), and/or suspension or expulsion from the university.
It is your responsibility to understand what constitutes academic dishonesty. For information on the various types of academic dishonesty please refer to the Academic Integrity Policy, located at www.mcmaster.ca/academicintegrity
The following illustrates only three forms of academic dishonesty:
- Plagiarism, e.g. the submission of work that is not one’s own or for which other credit has been obtained.
- Improper collaboration in group work.
- Copying or using unauthorized aids in tests and examinations.
Email correspondence policy
It is the policy of the Faculty of Humanities that all email communication sent from students to instructors (including TAs), and from students to staff, must originate from each student’s own McMaster University email account. This policy protects confidentiality and confirms the identity of the student. Instructors will delete emails that do not originate from a McMaster email account.
Modification of course outlines
The University reserves the right to change dates and/or deadlines etc. for any or all courses in the case of an emergency situation or labour disruption or civil unrest/disobedience, etc. If a modification becomes necessary, reasonable notice and communication with the students will be given with an explanation and the opportunity to comment on changes. Any significant changes should be made in consultation with the Department Chair.
McMaster Student Absence Form (MSAF)
In the event of an absence for medical or other reasons, students should review and follow the Academic Regulation in the Undergraduate Calendar Requests for Relief for Missed Academic Term Work. Please note these regulations have changed beginning Fall 2015. You can find information at mcmaster.ca/msaf/. If you have any questions about the MSAF, please contact your Associate Dean's office.
Academic Accommodation of Students with Disabilities
Students who require academic accommodation must contact Student Accessibility Services (SAS) to make arrangements with a Program Coordinator. Academic accommodations must be arranged for each term of study. Student Accessibility Services can be contacted by phone 905-525-9140 ext. 28652 or e-mail email@example.com. For further information, consult McMaster University's Policy for Academic Accommodation of Students with Disabilities.
Academic Accommodation for Religious, Indigenous and Spiritual Observances
Students requiring academic accommodation based on religion and spiritual observances should follow the procedures set out in the Course Calendar or by their respective Faculty. In most cases, the student should contact his or her professor or academic advisor as soon as possible to arrange accommodations for classes, assignments, tests and examinations that might be affected by a religious holiday or spiritual observance.
Topics and Readings:
Monday, January 5, 2015
- Introduction of Project
- WTW, Chapter 1 â€œThe 10 Rules of Effective languageâ€
- D&D, Chapter 1: "Explaining Vote Choice"
- SFV, Chapter 1: "The Pitch:Â Let's Get Canada Shopping"
- WP, Chapter 1: "The Permanent Reality of Campaigning: Fundamental Concepts"
Monday, January 12, 2015
- WTW, Chapter 2, â€œPreventing Message Mistakesâ€
- D&D, Chapter 2, "The Changing Social Bases of Party Support"
- SFV, Chapter 2: "The Pitch: Sold Like Soap"
- WP, Chapter 2: "The Permanent Reality of Campaigning: Playing by the Rules"
- Presentation: CFE2011: "From Contempt of Parliament to Majority Mandate"
Monday, January 19, 2015
- WTW, Chapter 3, â€œOld Words, New Meaningâ€
- D&D, Chapter 3, "Values and Beliefs"
- SFV, Chapter 3: "The Pitch: Scientific Shopping"
- WP, Chapter 3: "The Permanent Reality of Campaigning: Strategy I: Positioning"
- Presentation: CFE2011, "The Conservative Campaign: Becoming the New Natural Governing Party?"
Monday, January 26, 2015
- WTW, Chapter 4, â€œHow Words That Work Are Createdâ€
- D&D, Chapter 3, "Party Loyalties"
- SFV, Chapter 3: "The Bargaining: Market-Tested"
- WP, Chapter 3: "The Permanent Reality of Campaigning: Strategy II: Triage and Concentration"
- Presentation: CFE2011, "The Disappearing Liberals: Caught in the Crossfire"
Monday, February 2, 2015
- WTW, Chapter 5, â€œBe the Messageâ€
- D&D, Chapter 5, "Does the Economy Matter?"
- SFV, Chapter 5: "The Bargaining: The Brand-Wagon"
- WP, Chapter 5: "The Changing Reality of Campaigning: The Technology of Persuasion"
- Presentation: CFE2011, "Political Marketing and the NDP's Historic Breakthrough"
Monday, February 9, 2015
- Luntz, Chapter 6, â€œWords We Rememberâ€
- D&D, Chapter 6, "The Issues and the Vote"
- SFV, Chapter 6: "The Bargaining: and Now, a Word from our Sponsors"
- WP, Chapter 6: "The Changing Reality of Campaigning: The Importance of Money"
- Presentation: CFE2011, "Party of One: Elizabeth May's Campaign Breakthrough"
Monday, February 16, 2015
- **** READING WEEK **** PLEASE ENJOY RESPONSIBLY ****
Monday, February 23, 2015
- WTW, Chapter 7, â€œCorporate Case Studiesâ€
- D&D, Chapter 7, "Party Leaders - "The Superstars" of Canadian Politics"
- SFV, Chapter 7: "Selling the Deal: Market Leader"
- WP, Chapter 7: "The Changing Reality of Campaigning: The Permanent Campaign"
- Presentation: CFE201, "Constituency Campaigning in the 2011 Canaidan Federal Election"
Monday, March 2, 2015
- WTW, Chapter 8, â€œPolitical Case Studiesâ€
- D&D, Chapter 8, "Strategic Considerations"
- SFV, Chapter 8: "Selling the Deal: Retail Rules"
- WP, Chapter 8: "The Changing Reality of Campaigning: Going Negative"
- Presentation: CFE2011, "Polls: Seeing Through a Glass, Darkly"
Monday, March 9, 2015
- WTW, Chapter 9, â€œMyths and Realities About Language and Peopleâ€
- D&D, Chapter 9, "The Greens and the Perils of Being a "Single-Issue" Party"
- SFV, Chapter 9: "Selling the Deal: Sliced and Diced"
- WP, Chapter 9: "Fear and Loathing in Alberta"
- Presentation: CFE2011, "The Campaign in the Digital Media"
Monday, March 16, 2015
- WTW, Chapter 10, â€œWhat We Really Care Aboutâ€
- D&D, Chapter 10, "Electoral Dynamics in QuÃ©bec"
- SFV, Chapter 10: "Selling the Deal: This LIttle Party Went to Market"
- WP, Chapter 10: "Fear and Loathing in Alberta: Applying the Principles"
- Presentation: CFE2011, "Ideology and Discipline in the Conservative Party of Canada"
Monday, March 23, 2015
- WTW, Chapter 11, â€œPersonal Language for Personal Scenariosâ€
- D&D, Chapter 11, "The Shifting Contours of Canadian Elections"
- SFV, Chapter 11: "Selling the Deal: Checking Out"
- WP, Appendix: "The Calgary Centre By-Election: A Clash of Campaign Models"
- Presentation: CFE2011, "Winner and Losers: "Voters in the 2011 Federal Election"
Monday, March 30, 2015
- Luntz, Chapter 12, â€œ21 Words and Phrases for the 21st Centuryâ€
- Sorensen, T. "Reflections, Regrets and Reconsiderations"
- Sorensen, T. "Relationship with JFK"Â
- GroupÂ Project Presentations
Monday, AprilÂ 6, 2015
- Group ProjectÂ Presentations
- Exam Review
Other Course Information:
Books for Review
- Bricker, D. 2013. The Big Shift: The Seismic Change in Canadian Politics, Business and Culture and What it Means for our Future. Toronto: Harper-Collins.
- Clark, J. 2013. How We Lead: Canada in a Century of Change. Toronto: Random House.
- Copland, C. 2014. How to Elect Conservatives in Canada. Washington, D.C.: Conservative Growth Inc.
- English, J. 2009. Citizen of the World: The Life of Pierre Elliott Trudeau 1919-1968. Toronto: Vintage Canada.
- English, J. 2010. Just Watch Me: The Life of Pierre Elliott Trudeau 1968-2000. Toronto: Vintage Canada.
- Flanagan, T. 2007. Harper's Team: Behind the Scenes in the Conservative Rise to Power. MontrÃ©al-Kingston: McGill-Queen's University Press.
- Goldenberg, E. 2007. The Way it Works: Inside Ottawa. Toronto: Douglas Gibson Books.
- Green, D. & A. Gerber. 2008. Get Out The Vote: How to Increase Voter Turnout. Washington, D.C.: Brookings Institution Press.
- HÃ©bert, C. 2008. French Kiss: Stephen Harper's Blind Date With QuÃ©bec. Toronto: Vintage Canada.
- HÃ©bert, C. 2014. The Morning After: The 1995 Quebec Referendum and the Day that Almost Was. Toronto: Vintage Canada.
- Ignatieff, M. 2013. Fire and Ashes: Success and Failure in Politics. Toronto: Random House.
- Issenberg, S. 2012. The Victory Lab: The Secret Science of Winning Campaigns. New York: Crown.
- Jeffrey, B. 2010. Divided Loyalties: The Liberal Party of Canada 1984-2008. Toronto: University of Toronto Press.
- Kanji, M. & A. Bilodeau. 2013. The Canadian Election Studies: Assessing Four Decades of Influence. Vancouver: UBC Press.
- Kinsella, W. 2007. The War Room: Political Strategies for Businesses, NGOs and Anyone Who Wants to Win. Toronto: Dundurn.
- Kinsella, W. 2012. Fight the Right: A Manual for Surviving the Coming Conservative Apocalypse. Toronto: Random House Canada.
- Lakoff, G. 2004. Don't Think of an Elephant!: Know Your Values and France the Debate. White River Junction, Vt: Chelsea Green Publishing.
- Lakoff, G. 2009. The Political Mind: A Cognitive Scientist's Guide to Your Brain and Its Politics. New York: Penguin.
- Lavigne, B & O. Chow. 2013. Building the Orange Wave: The Inside Story Behind the Historic Rise of Jack Layton and the NDP. Vancouver: Douglas & McIntyre.
- Lerhman, R. 2009. The Political Speechwriter's Companion. Washington, D.C.: CQ Press.
- Marland, A., T. Giasson, & J. Lees-Marshment. 2012. Political Marketing in Canada. Vancouver: UBC Press.
- Marland, A., T. Giasson, & T. Small. 2015. Political Communication in Canada. Vancouver: UBC Press.
- Martin, L. 2011. Harperland: The Politics of Control. Toronto: Penguin.
- Martin, L. 2003. Iron Man: The Defiant Reign of Jean ChrÃ©tien. Toronto: Viking.
- May, E. 2014. Who We Are. Vancouver: Greystone Books.
- McLean, J. 2012. Inside the NDP War Room: Competing for Credibility in a Federal Election. MontrÃ©al-Kingston: McGill-Queen's University Press.
- Newman, D. 2013. Welcome to the Broadcast. Toronto: Phyllis Bruce Books.
- Paikin, S. 2013. Paikin and the Premiers: Personal Reflectionson a Half Century of Ontairo Leaders. Toronto: Dundurn.
- Plouffe, D. 2009. The Audacity to Win. New York: Viking.
- Saul, J. R. 2009. A Fair Country. Toronto: Penguin.
- Saul, J. R. 2014. The Comeback. Toronto: Viking Canada.
- Silver, N. 2012. The Signal and the The Noise: Why So Many Predictions Fail, but Some Don't. New York: Penguin Press.
- Simpson, J. 2001. The Friendly Dictatorship. Toronto: McClelland & Stewart.
- Sorbara, G. 2014. The Battlefield of Ontario Politics: An Autobiography.Toronto: Dundurn.
- Sorensen, T. 2008. Counsellor: A Life at the Edge of History. New York: Harper.
- Trudeau, J. 2014. Common Ground. Toronto: Harper-Collins.
- Wells, P. 2013. The Longer I am Prime Minister: Stephen Harper and Canada. Toronto: Random House.
- Westen, D. The Political Brain: The Role of Emotion in Deciding the Fate of the Nation. New York: PublicAffairs.