Essay assignment:
Prepare an essay on the Philip Morris botched campaign that said "smoking deaths have "positive effects" (2001)". Applying all concepts and applications we have diligently practiced throughout this class from your newly acquired PR position. Do not write an essay on Philip Morris, this essay should be about the public relation aspect of this particular campaign. Minimum 2 references, APA Format, and at least 600 words.
Define clearly and concisely the basic problems (or issues) in the case. Then identify the main issues. Do not be confused with "symptoms." Identify the key decisions to be made.
Use the information and facts provided in the case to analyze the situation. This would include understanding the situation, an analysis of the environment (if applicable)-- for example, are there particular strengths and weaknesses, external opportunities and threats (SWOT analysis), etc. that should be mentioned?
Based on your analysis from step 3 above, identify possible alternative strategy solutions to cope with the problem(s)/Issue(s) you have identified in step 2 above. State any assumptions you make, and feel free to make assumptions in order for the strategies to work. Evaluate the pros and cons of each alternative considered. This should form the main focus of your attention in the case analysis.
Recommend a course of action (if appropriate), selecting the alternative proposed in step 3 above. Which would you consider most appropriate to solve the problems you have identified in step 2 above taking into consideration the analysis made in step 3? Include some specifics regarding how the recommendations may be implemented by the marketing team. Note: You should edit your recommendations based on the latest web-information that you can access by going to the company's website.