MKT 438 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?