MKT 438 Complete Course

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.

Discussion Questions

Why is it difficult to define PR? What impact does a lack of objectivity have on PR research results? Explain your answer. What impact does biased or skewed research results have on PR? Explain your answer.

What impact can PR have on society? What is an example of this impact? Should a company be concerned with public opinion? Why or why not? How can PR professionals and organizations utilize PR tools to impact corporate image?

What are some elements of a PR campaign? What is their relevance to a PR campaign? Why is it important to have a PR campaign? Provide a real world example of a situation that illustrates the importance of a PR campaign.

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.

Discussion Questions

What are some differences between an organizations publics and its target market(s)? Why is it critical to define your organizations internal and external publics? Why is it important to keep internal publics informed? How does corporate culture affect an organizations internal communications?

What are the primary differences between advertising and publicity? What are some of the positive and negative aspects of publicity? How might third-party endorsements be successful in generating publicity?

What PR tools are critical in building long-term relationships with an organizations publics? What are the advantages and disadvantages of these tools? Which PR communication tool do you feel is the most effective? Why? How should an organization go about creating a positive public image?

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.

Discussion Questions

How is the effectiveness of public relations best measured? Explain your answer. What are three types of evaluation techniques used in PR? Provide examples of each. At what stage of the PR campaign should evaluation occur? Explain your answer.

What is the significance of the communication process in PR? What types of interference (noise) might a PR professional experience in the communication process? Why is feedback critical to the communication process? What criteria are used to identify the most effective and efficient PR channel or medium? What are some tools or techniques used to inform, influence, and motivate external publics?

How do you determine the newsworthiness of an issue? Why is it important to use inverted pyramid style and the five Ws in a press release? What are some advantages and disadvantages of the various types of media?

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.

Discussion Questions

What potential effects might a crisis have on an organization? Explain your answer. What are the benefits of an organization developing a proactive crisis management plan? Explain your answer.

Why is it important for an organization to communicate quickly and honestly in a crisis situation? Why is it important to integrate anticipated crisis responses in an organizations proactive PR planning? Why should an organization be concerned with both proactive and reactive crisis management?

Why is it important to inform the external publics of significant events within the organization? What is your organizations relationship with the local, regional, national, and global media? Why is this important?

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.

Baderman Island Budget

Discussion Questions

How does the lack of cultural understanding impact the coverage of a media issue? How are PR and international politics intertwined? How does PR influence the economy in various countries?

What are some examples of possible uses of technology in PR? Does the use of technology as a communication medium dehumanize relationship building? Explain your answer. How might the Internet be used to generate feedback for PR professionals? What responsibility does PR have for an organization's Web site? Explain your answer.

Are PR professionals influenced by the political correctness of their organizations? Why or why not? What stereotypes do you see in the advertising media? What is the impact of these stereotypes? How can PR help to promote workplace diversity?