Public Relations

The assignment must be typed in a 12-point Times New Roman font, double spaced, spellchecked, grammatically correct, and follow proper APA style.

Instructions from my professor –

As you learned throughout the course, building a PR campaign has multiple steps to ensure effectiveness. For your final, I want you to academically examine a PR campaign (it can be a successful one or an unsuccessful campaign). Use the steps in the book to dissect the campaign. You DO NOT have to answer every question verbatim. I understand the campaigns you examine may not perfectly answer these questions below since you do not have full insight into the entire campaign. However, do your best to conduct a thorough analysis that looks at each of these areas outlined below. Along with the textbook, you must use a minimum of four other academic resources to support your argument.

After selecting the organization and PR campaign, address the following questions:

Analyzing the organization and situation:
Describe the organization, including service/products, mission, etc.
What was the central issue of the situation facing the organization?
What was the background of the situation?
What was the significance of the situation?

Analyzing the publics:
What were the major publics for the organization?
Who were the key publics for this situation?
Who were the intercessory publics or major opinion leaders?
What were the major wants, interests, needs, and expectations of each public?

Establishing goals and objectives:
What position did they seek with the campaign?
What were the goals and objectives?

Formulating action and response strategies:
What were the proactive and reactive strategies taken in the PR campaign?

Developing the message strategy
If there were spokespersons for the message, who were they?
What type of credibility did they have? Was it effective?
What were the key messages that formed the basis of the public relations or marketing communication program?
Did these messages use a rational and/or emotional appeal?

Describe.Selecting communication tactics:
What media and promotional tactics were used?
How did these tactics help or not help the organization achieve its objective?

Evaluating the strategic plan
Based on theories from the book and your research, was the PR campaign effective?