Assignment:
Principles of Public Relations
"Evaluate PR Effectiveness": A Case Study
Description
Students will work individually and independently to research an ongoing or recently concluded situation that was prominently covered in the media. The event might be controversial and commanded widespread public attention by diverse publics. The assignment-- a case study-- will consist of an evaluation of how effective or ineffective the public relations surrounding the event was in communicating and managing the outcome or resolution of the situation.
The paper is to be a minimum of 4 pages in length (body of paper). The paper is to be typed in Word (.doc or .docx file), Times New Roman, 12 pt regular, single spaced, normal margins.
Presentation Topic
The student will choose the topic for their paper. It could be a high profile person/celebrity in a given field who is experiencing (or has experienced) a problem or opportunity OR a company/organization in a given industry that is experiencing (or has experienced) a problem or opportunity. A list of topics can be found below. It is recommended that you do some preliminary research to help you make a selection (you may be surprised what you uncover!).
Select a high-profile person/celebrity in a given field who is experiencing (or has experienced) a problem or opportunity:
Problem or Opportunity Market - Fields High-Profile People
Crisis
Scandal
Legal Issue
Humanitarian Cause Fundraising Event
Catastrophe
Other (with instructor approval) Sports
Film/Movies
Theater
Television
Music
Fashion
Business
Government
Art
Literature
Other (with instructor approval) Lance Armstrong
Tiger Woods
Martha Stewart
Paula Deen
Charlie Sheen
Lindsay Lohan
Chris Brown
Brad Pitt/Angelina Jolie
Oprah Winfrey
Governor Christie
Bill Gates
Barbara Walters
Donald Trump
Other (with instructor approval)
- - - OR - - -
Select a company/organization in a given industry that is experiencing (or has experienced) a problem or opportunity:
Problem or Opportunity Market - Industries Companies/Organizations
Crisis
Scandal
Legal Issue
New Initiative
Brand Campaign
Issues Management
Cause-Related Marketing
New Product
Industry Breakthrough
Invention
Other (with instructor approval) Pharmaceutical
IT/Technology
Automotive
Financial/Banking
Health
Aeronautics
Maritime
Retail
Transportation
Education
Food
Entertainment
Other (with instructor approval) Dow Chemical
BP Oil
Carnival Cruises
Revel Atlantic City
Susan G. Komen for the Cure
Habitat for Humanity
Starbucks
Goldman Sachs
Chick-fil-a
J.C. Penney
The Body Shop
Walmart
Apple
Amazon
Penn State University
Other (with instructor approval)
Components
The paper will include the following parts:
Title Page:
Include the title of the paper and the Topic Name, Course Title, Date, and Your Name.
Introduction:
The Introduction introduces and describes the selected topic - problem, crisis, opportunity, initiative, etc. - to set the stage.
Research:
Section includes the background research you undertook as part of the case study to obtain pertinent information about the topic and also relevant information surrounding the issue, situation, opportunity, etc.
Consider the following questions as part of your research (as applicable) and include in your paper:
1. What is the crisis, situation, issue, or opportunity in which the topic is/was involved? Describe.
2. What is the history or background of the topic ?
3. Who are the three key publics that the topic has a mutual interest in? Rank them in order of importance.
4. What is the market (field or industry) in which your topic operates? Describe.
5. If the topic was involved in a crisis, how did the crisis undercut the beliefs of our society? How did the situation damage the topic's position in the marketplace and public eye?
OR
If the topic was involved in a new initiative, product, or event, how did the opportunity connect with and/or strengthen the beliefs of our society? How did the opportunity affect the person's/company's position in the marketplace and public eye?
6. What do you think are the key messages the topic is trying (or tried) to convey?
7. What types of public relations techniques did the topic use (or is using) to communicate with its publics about this situation or initiative?
In conducting research, consider the following resources, as appropriate:
• Topic's website and social media
• As appropriate, Topic's mission/vision statements, values/principles, annual report, CEO/executive quotes, etc.
• External environment in the market (field or industry)
• News published by reputable media
• Interviews (e.g., TV, YouTube)
• Other artifacts
Evaluation:
This section of the paper includes your evaluation of how effective/successful the PR techniques, strategies, or campaign was in addressing the situation or opportunity. Based on your research, consider the following questions in your evaluation (as applicable) and include in your paper:
1. Do you think the key messages and PR techniques are (or have been) successful or was something lacking in the PR efforts? Could more have been done to do damage control, produce more positive results, or have greater impact? Please explain.
2. Do you think the topic could have done better to improve the situation or promote the cause? Please explain.
3. If a crisis was involved, do you think the topic will (or has) won back the trust of the public and/or restored a positive image? Why or why not?
OR
If there was involvement in philanthropic causes, do you think the topic will increase (or has increased) the public's trust or respect and/or made a positive contribution to society? Why or why not? How have these causes been affected?
4. Based on what you know now, if you had to describe the topic in one word, what would it be?
Principles of Public Relations
Assignment
Evaluation of PR Effectiveness
1. Name of Organization or Person
2. Description of Organization or Person. What is it? What industry/category is it in? Distinctive/distinguishing characteristics? Who is he/she? Occupation/profession/noteworthy characteristics?
3. What is the issue? Current/recent/past crisis? Success? Noteworthy event?
4. Reason chosen
Outline/Check list for Paper:
1. Describe your topic's crisis or situation?
2. Provide a brief history or background of your topic?
3. Who are the key publics your topics has mutual interest in?
4. Please rank, in order of importance, your topic's top three publics.
5. Describe the market in which your topic operates.
6. How did/does this crisis undercut the beliefs of our society?
7. How did this situation harm your topic's position in the marketplace and public eye?
8. What type of public relations techniques did your topic use or is using to communicate with its publics about this situation?
9. What is the key message the topic is trying to convey?
10. Do you believe the message and these techniques are or have been successful?
11. Did your topic win back the trust of the public?
12. Does your topic support any philanthropic causes?
13. How have these causes been affected?
14. What do you think your topic could have done better?
15. If you had to describe your topic's situation and outcome in one word, what would it be?