This assignment gives students the opportunity to synthesize and apply the concepts learned in this course to analyze a real-world scenario. Students may work individually, in pairs, or in groups of three. If students decide to work with classmates, each student will receive the same grade on the paper. Students are encouraged to choose their partners wisely. Students may pick a historical or contemporary public relations case study to evaluate. This analytical exercise helps students better understand the public relations process by examining successful or unsuccessful Public Relations cases. As a result of this assignment, students will be better able to understand, analyze and diagnose public relations problems and strategies.
Please note, the purpose of the case study analysis is to analyze and evaluate the strategic process evidenced in the case. This means that you will be constructing an argument about whether, and in what ways, the campaign was or was not effective. Do NOT simply describe the campaign or case.
To complete this assignment, students should first pick a historical or contemporary case study. You may not use a case study that we studied in class this semester. Post your topic to the Canvas discussion board by the due date listed on Canvas. Topics cannot be repeated and are on a first-come, first-serve basis. If you are working with partners, you must include all names in the discussion board posting.
Students should then research your case study in depth. You case use books, journal articles, websites, newspapers, etc. However, you must have at least five credible sources in your paper. Please note that random websites such as Wikipedia do not count as a credible source. Each source should be from an expert source (i.e., journalist, PR Practitioner, Researcher, etc.). This paper requires APA formatting. Make sure you include at least five in text citations in your paper using proper APA formatting.
Students are required to write a 6 – 10 page paper that examines the chosen case study. Here is the required format for your paper:
Introduce your historical or contemporary case study in your paper.
Summarize the situation described in your selected case study (approximately 3 – 5 pages). Incorporate sources.
Analyze the strategic communication choices used. (approximately 3 – 5 pages). Incorporate sources.
Make sure to answer the following questions:
Who was the public(s) for this particular case study?
What was the initial strategic communication objective or purpose?
What kinds of media were used to address the various publics?
Did the PR practitioners handle the case study effectively? If so, why?
What worked well? Or, what could have been done differently?
What are the lessons that we can learn from this case study?
Include a References page in APA format at the end of your paper. You should include at least five sources in your References page. Remember to include at least five in text citations in your paper itself.
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