MKT 438 Entire Course - Public Relations
Week 1 Defining Public Relations Paper
Individual Assignment: Defining Public Relations Paper
· Resources: University Library, Internet
·Write a 700- to 1,050-word paper in which you define PR. Include in your paper:
o Explain your personal definition of PR and definitions from three different sources, such as the Public Relations Society of America, text books, and so forth.
o Compare and contrast these definitions in your paper.
o Explain why you think there are so many different definitions of PR.
o Prepare to discuss this assignment in class.
o Format your paper according to APA standards.
Week 2 Team Assignment Public Relations Campaign Overview Paper
Learning Team Assignment: Public Relations Campaign: Overview Paper
· Resources: University Library, Internet, and the Virtual Organizations can be found on your student Web site athttp://www.ecampus.phoenix.edu.
· Select a PR scenario from the following list:
o An organization is planning to introduce a new product or service in another country.
o An organization wants to position itself as a leader in embracing diversity in the workplace.
o An organization is experiencing security issues associated with operating on the Internet.
o An organization is moving one of its manufacturing facilities to another country to maximize labor cost reductions.
o An organization is re-evaluating its current PR policies and strategizing future PR campaigns. It is trying to utilize both good corporate citizenship (goodwill) and crisis management (ill-will) PR approaches.
· Selectone of the Virtual Organizations that operates in your selected scenario. This organization will be the basis for your PR Campaign.
· Attainyour instructor¿s approval before starting this project.
· Preparea 1,050- to 1,750-word detailed outline of your campaign addressing the following:
o Identify the selected organization¿s PR issues based on your selected scenario.
o Identify your target audience for the PR Campaign.
o Discuss ethical implications related to the PR issues.
o Develop a market research plan to support your PR Campaign strategy development.
o Analyze how the PR Campaign will affect the marketing function of the organization.
o Analyze the similarities and differences between proactive and reactive PR.
· Format your paper according to APA standards.
Week 3 Functions of Public Relations Paper
Individual Assignment:Functions of Public Relations Paper
o Resources: University Library, Internet
o Select an organization with which you are familiar, and identify an issue within that organization that would have both organizational and societal implications.
o Write a 1,050- to 1,400-word paper in which you complete the following:
o Explain the organizational and societal functions of PR.
o Identify an issue within that organization that would have both organizational and societal implications.
o For that organization, explain how you would address both the organizational and societal audiences.
o Format according to APA standards.
Week 4 Learning Team Assignment Public Relations Campaign Strategy Paper
. Learning Team Assignment: Public Relations Campaign: Strategy Paper
· Resources: University Library, Internet
· Write a 1,250- to 2,000-word paper in which you recommend strategies to build media relations and generate publicity for the organization selected in Learning Team Meeting One. Address the following in your Strategy Paper:
o List objectives for the PR Campaign.
o Identify the organization¿s publics.
o Identify the risks in the strategy.
o Write a media release and create a media distribution list for the media release.
o Develop a tactical plan utilizing at least five of the following PR tools:
§Event planning
§Open house
§ Press conference
§Community event
§Sponsorship
§Corporate newsletter¿internal or external
§Direct mail
§Internet or intranet
§Promotional items
§Promotions¿sweepstakes
§Spokesperson
o Evaluatethe business implications of your PR Campaign
Week 5 Team Assignment Public Relations Campaign Final
· Resources: University Library, Internet
· Prepare 15-17 Microsoft®PowerPoint®slides with speaker notes illustrating the strategy and tactics of your PR Campaign.
· Write a 3,750- to 4,500-word paper integrating revised versions of your previous Learning Team Assignments. Include the following elements in your PR Campaign:
o An executive summary
o An analysis of the relationship between the PR Campaign and marketing within theintegrated marketing communicationsprogram of the organization.
o An analysis of the impact of ethical considerations
o An analysis of the impact of technology considerations
o Globalization considerations
o A crisis management plan
o A budget:Based on the Virtual Organization previously selected, allocate the resources using the annual budget level as provided by faculty.
- Strategies to evaluate the effectiveness of the campaign
- Format according to APA standards.
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Rating:
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