MKT 438 All Assignments
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MKT 438 All Assignments
MKT 438 All Assignments
Week 1
Individual Assignment Defining Public Relations Paper
Individual Assignment: Defining Public Relations Paper
Resources: University Library, Internet
Write a 700- to 1,050-word paper in which you define PR. Include in your paper:
Explain your personal definition of PR and definitions from three different sources, such as the Public Relations Society of America, text books, and so forth.
Compare and contrast these definitions in your paper.
Explain why you think there are so many different definitions of PR.
Support your position with facts from at least two (2) research journals found in the
University Online Library (be sure to cite these sources using APA in-text citations and provide an APA reference page).
Format your paper according to APA standards.
Week 2
Learning Team Assignment Public Relations Campaign Overview Paper
Resources: University Library, Internet, and the Virtual Organizations can be found on your student Web site at
Select a PR scenario from the following list:
An organization is planning to introduce a new product or service in another country.
An organization wants to position itself as a leader in embracing diversity in the workplace.
An organization is experiencing security issues associated with operating on the Internet.
An organization is moving one of its manufacturing facilities to another country to maximize labor cost reductions.
An organization is re-evaluating its current PR policies and strategizing future PR campaigns. It is trying to utilize both good corporate citizenship (goodwill) and crisis management (ill-will) PR approaches.
Select one of the Virtual Organizations that operates in your selected scenario. This organization will be the basis for your PR Campaign.
Attain your instructors approval before starting this project.
Prepare a 1,050- to 1,750-word detailed outline of your campaign addressing the following:
o Identify the selected organizations PR issues based on your selected scenario.
Identify your target audience for the PR Campaign.
Discuss ethical implications related to the PR issues.
Develop a market research plan to support your PR Campaign strategy development.
Analyze how the PR Campaign will affect the marketing function of the organization.
Analyze the similarities and differences between proactive and reactive PR.
Format your paper according to APA standards.
Week 3
Individual Assignment Functions of Public Relations Paper
Resources: University Library, Internet
Select an organization with which you are familiar, and identify an issue within that organization that would have both organizational and societal implications.
Write a 1,050- to 1,400-word paper in which you complete the following:
Explain the organizational and societal functions of PR.
Identify an issue within that organization that would have both organizational and societal implications.
For that organization, explain how you would address both the organizational and societal audiences.
Format according to APA standards
Learning Team Assignment Public Relations Campaign: Strategy Paper
Resources: University Library, Internet
Write a 1,250- to 2,000-word paper in which you recommend strategies to build media relations and generate publicity for the organization selected in Learning Team Meeting One.
Address the following in your Strategy Paper:
List objectives for the PR Campaign.
Identify the organizations publics.
Identify the risks in the strategy.
Write a media release and create a media distribution list for the media release.
Develop a tactical plan utilizing at least five of the following PR tools:
Event planning
Open house
Press conference
Community event
Sponsorship
Corporate newsletterinternal or external
Direct mail
Internet or intranet
Promotional items
Promotionssweepstakes
Spokesperson
Evaluate the business implications of your PR Campaign.
Support your position with facts from at least two (2) research journals found in the University Online Library (be sure to cite these sources using APA in-text citations and provide an APA reference page).
Format according to APA standards.
Week 4
Individual Assignment Effective Communication Case Study Analysis
Resources: The Practice of Public Relations
Select one of the following case studies located in The Practice of Public Relations or a case study assigned or approved by faculty:
The Tylenol Murders, Ch. 2
Exxon Corporations Bad Good Friday, Ch. 5
The Katrina Kalamity, Ch. 13
Wendys Fingers a Hoaxer, Ch. 19
Write a 1,050- to 1,400-word case study analysis in which you evaluate the effectiveness of communication between an organization and its publics.
Evaluate the effectiveness of the communication between the organization and its intended public(s) in the case study, including the following:
Identify the different publics involved in the case study. Differentiate between the internal and external publics involved. What impact did the communications have on the intended public(s)? Could the message have been communicated more effectively? How?
Identify the different PR communication tools and techniques that were used to inform, influence, and motivate the public(s) in the case. Evaluate the benefits and risks of using these tools. What other tools would you have used?
If this crisis were to occur today, how would new technologies, such as the Internet, affect this case? Because of the recent globalization of markets, would the outcome of this case be different if the events occurred today?
Support your position with facts from at least two (2) research journals found in the University Online Library (be sure to cite these sources using APA in-text citations and provide an APA reference page).
Format according to APA standards.
Week 5
Learning Team Instructions Final Paper and Presentation
Resources: University Library, Internet
Prepare 15-17 Microsoft PowerPoint slides with speaker notes illustrating the strategy and tactics of your PR Campaign.
Write a 3,750- to 4,500-word paper integrating revised versions of your previous Learning Team Assignments. Include the following elements in your PR Campaign:
An executive summary
An analysis of the relationship between the PR Campaign and marketing within the integrated marketing communications program of the organization.
An analysis of the impact of ethical considerations
An analysis of the impact of technology considerations
Globalization considerations
A crisis management plan
A budget: Based on the Virtual Organization previously selected, allocate the resources using the annual budget level as provided by faculty (see the 5wk Team Assignment ~ Budget Material post in the Course Materials forum).
Strategies to evaluate the effectiveness of the campaign
Support your position in both your paper and your PowerPoint presentation with facts from at least two (2) research journals found in the University Online Library (be sure to cite these sources using APA in-text citations and provide an APA reference page).
Format according to APA standards.