PR
CASES 2.25.14 Individual
Company Project Update
PROJECT OVERVIEW:
Updates are highlighted. Students
chose one organization to follow during the first week of class. By
following past and current media coverage, students will analyze positive and
negative perceptions and impressions using strategies for case analysis
described in the text.
Students will be responsible for the following (each area is worth 100
points = 300 points total):
1. A series of posts on CourseDen that analyze traditional and
non-traditional media;
2. A case presentation and ppt on the organization (March 10 - April
21); and
3. A comprehensive written case analysis (due 4/9).
SERIES OF POSTS:
Students will be responsible for submitting 3 posts over a four-week period that identify
three different topics/issues
about the organization that have both positive and negative coverage across
traditional (newspaper, radio, television) and non-traditional media (internet
based media, social media, blogs, etc.).
They will be due at the end of Week 6, Week 7, Week 8 and Week 9 should
be uploaded to CourseDen in the company posts folder.
For each post, compare and contrast the topic/issue coverage across all
media and assess the impact that the coverage has on the issue and the company
reputation and public relationships.
What was the response of the organization? Using Swann's typology of reactive public
relations responses (p. 36), identify and analyze the organizational
response. What would you do to improve
the way this issue was handled? Using
Swann's steps for effective communication (p. 37), analyze the communication
timing and key messages. Could the
communication efforts been more effective with the addition of other,
complementary communication tactics (see pp. 38-39 for media and other types of
tactics)?
For each week, a different issue
will be identified and this same process of comparing/contrasting/evaluating
will be followed for the each media specified.
Posts should be 700-800
words each. The series of posts will
provide a snapshot analysis of the organization you are following and,
together, will provide a mini media audit of your organization.
Posts will be due on Sundays
at midnight for each week: Feb. 14, Feb. 21, Feb. 28, Mar. 7.
PPT &
PRESENTATION:
Students will individually present in class an overview of the
organization they are following with a focus on what the organization's
mission/vision are, how well they articulate that mission in their public
communications, and how successful they are in managing the mission and key
messages with both traditional and non-traditional media.
Since you are in the midst of
your research, we can consider these presentations as research-in-progress.
Therefore, it would be acceptable to present the mission/vision, situational
analysis, SWOT, etc. and focus on one case study in-depth with a discussion of
expected outcomes. Conversely, if you have already completed the bulk of
your research and want to include all three issues (we dropped the 4th company
post) and present your conclusions, that is also fine. Be sure to tie in
your company to the type of PR (community relations, media relations,
financial, etc. - it is okay to review previous presentations on the subject)
and address theory.
We will have three cases each
class period with the remainder presented during the mandatory finals period. Your presentation and discussion should last
no longer than 20 minutes. Your ppts
should be uploaded to the wiki next to your name on the schedule prior to
class: http://uwgprcases.pbworks.com/w/page/73709495/Assigned%20Companies%20and%20Schedule
WRITTEN CASE ANALYSIS:
Students will
use company and media research to write a 10-page case analysis of the
organization with a focus on a wide range of traditional and non-traditional
media. The summary should include the
summary:
1. Organizational Overview: Current status, history, mission, vision,
financial status.
2. SWOT Analysis.
3. Summary statement about the SWOT analysis
findings.
4. Identification of key audiences.
5. Media Analysis based on specific media
previously analyzed.
6. A review of the organization's online news
room and media kit.
7. Recommendations for the public relations
department relative to findings from 1-5 above.
This should be presented in the form of a media relations plan: Situation analysis, goals for each type of media,
measurable and time-bound objectives (pp. 25-27 for three types and discussion),
specific tactics, timeline, and budget.
A letter to the CEO, written in a standard business format, will provide
an overview of the need for the plan and projected outcome.
8.
Bibliography. MLA.
9. Copies
of the media articles/broadcasts/posts/etc. that you analyzed.
EXTRA
CREDIT OPPORTUNITY: Accepted in class during the finals period.
1. Printed
copies of the annual report and press kits for the company you are researching are
worth 10 extra points each (20 points possible) and will be added to your
company project grade.
2. Formal
corporate identity guidelines for any company are worth 5 points each. Bring a printed copy to class during the
finals period with the website listing.
These guidelines typically are several pages long and include different
versions of logos and samples of usage.
3. Social
media guidelines for any company are worth 5 points each. These are typically 3-5 pages long. A social media guide for Delta Airlines would
qualify for 5 extra credit points. An
article on social media would not qualify.
TOTAL EXTRA CREDIT POINTS POSSIBLE: 30
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