MKT 438 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?