Already have half the paper written….Continue writing from GOALS…
The topic is how the brand Secret Deodorant is partnering with tennis player Serena Williams to promote feminism and gender equality in sports. I am discussing community relations: PR building positive relationships with communities…in this case it is Secret Deodorant building relationships with women and feminists.
A few articles to help:
https://www.forbes.com/sites/yolarobert1/2020/02/13/serena-williams-and-secret-deodorant-partner-together-to-advance-gender-equality-in-sports/#727e5ee2cea4
https://www.blackenterprise.com/serena-williams-teams-up-with-secret-deodorant-to-champion-for-gender-equality/
https://finance.yahoo.com/news/secret-deodorant-announces-partnership-serena-140000834.html
PR 3355: PUBLIC RELATIONS CASES PR IN THE NEWS
For 25% of the course grade, students will produce about a 7-page, doubled-spaced paper based on a situation or issue — reported by credible news sources — that would benefit from PR support.
This assignment helps students learn how to summarize (state the facts concisely) and analyze (observe, critique and offer rationale for opinions) a situation or issue, as well as PR or communications efforts (not management decisions and actions).
To get started:
Content guidelines:
Paper format: 1-inch margin on 4 sides of paper, Arial 12-point, first and last name in the upper left corner on page 1, PR in the News centered and bolded as a title on page 1, double-spaced body copy with double space between paragraphs (exception: bulleted lists can be single spaced), no indenting and staple or clip the upper left corner of the hard copy. Add a slug to the upper left corner after the first page (i.e.: PR in the News / 2; ask the instructor if more explanation is needed). Include — more — at the bottom of all but the last page and # # # at the bottom of the resource page.
Essay writing style: Use complete sentences and minimal bulleted lists. Must use subheads to separate elements. Papers are reviewed by spellcheck and Turn It In originality software to ensure content is in students own words and source attribution is provided.
SECONDARY RESEARCH, CASE SELECTION AND RESOURCE PAGE
Up to 7 points:
Identify a situation or issue — reported by credible news sources during the past 12 months — that would benefit from PR support and aligns with your assigned PR strategy. Media could include newspapers, magazines, journals, broadcast or internet news outlets, PR-related websites, etc. (MY TOPIC IS SECRET DEODORANT AND SERENA WILLIAMS)
Create a resource page(s) with links to at least 3 mainstream news stories that must: 1) identify the situation, 2) comment on PR efforts and 3) provide information beyond the primary news article (such as the situations or issues origin, evolution or conclusion).
CASE SUMMARY
Up to 7 points: 1- to 5-sentence summary statement that is objective and does not lay blame. It must: 1) describe the situation or issue, identify it as a problem and/or opportunity and 3) suggest the consequences to key stakeholders if it is not resolved or addressed.
Up to 7 points: About a half page profile of the lead organization that could address its business model, operations, key offerings, reputation, competition, SWOT analysis, etc.
Up to 7 points: About a half page profile of key stakeholders that must: 1) identify primary external and internal target audiences and 2) provide demographic and quantifiable information about each public.
Up to 42 points (7 points each): Multiple pages about PR efforts used (or could be used) to address the situation or issue and conduct the PR Strategic Communication Process:
Research: What research influenced development of the PR plan? Consider if: o Used to identify the situation, understand an issue, gain perspective about stakeholders, select optimal messages, activities, tools and channels, etc.
o Used primary or secondary; qualitative or quantitative research.
o Used environmental scanning, media coverage content analysis, message / copy
testing, audience analysis, surveys, polls, interviews, focus groups, etc.
Goal: What was the goal of the PR effort? Must: 1) describe it in a broad statement and 2) explain if it focused on reputation, relationship and/or task management.
START HERE
Strategies: What was the general nature of the PR initiatives? Consider if:
o Focused on B2C using consumer, community or international relations, B2B
employing trade relations or if included an investor relations component.
o Used paid, earned, shared and/or owned media, IMC or third-party influencers.
o Involved promotional activities or special events; crisis communications, reputation
management or coalition-building efforts; or corporate social responsibility initiatives.
Key messages: What was communicated to primary targets? Must identify:
o Promotional messages used to define, differentiate and address benefits OR
o Crisis messages used to address what went wrong, how will it be fixed, who does it
affect and how, what is being done to support those impacted and what will be done to reduce future risk. Did any message say, never let it happen again?
Tactics: What PR tactics were used? Must identify: 1) activities, 2) tools & 3) channels.
Evaluation: What methods were used to measure and assess results? Consider:
o Outcomes (results measured against previously stated goal or objectives). o Outputs (quantity of activities and tools).
o Inputs (time and resources invested).
o Methods could include media content analysis, surveys, interviews and focus groups, as well as sales, stock prices, employee applications and engagement.
2
CASE ANALYSIS
Up to 20 points: Multiple pages with critique of PR efforts (not management decisions and actions) and must offer reasons for opinions. Consider:
If achieved desired results to promote or protect the lead organization and/or changed
the minds or behavior of key stakeholders.
Strengths and weaknesses or room for improvement.
Response to ethical or legal challenges, or unexpected developments, if any.
Best practices and specific organizations that could benefit from using them.
Up to 5 points: Must include at least 3 references to key learnings attributed to textbook chapters or appendices that demonstrate an understanding of PR principles and their application to a real-world scenario.
GENERAL WORKMANSHIP
Up to 5 points: Demonstrate PR writing skills, considering:
AP Style, grammar and spelling
Factual errors or missing key pieces of information
Consistent voice (use 3rd-person to summarize; can use 1st- or 2nd-person to analyze) Lack of proofreading
Issues flagged by Turn It In originality software
Be prepared to briefly tell the class what news-inspired situation or issue you selected to be
the focus of your case summary and analysis. In addition, explain why you picked the story.
3
Student Name _________________________ Assignment Grade _____________ PR 3355: PUBLIC RELATIONS CASES PR IN THE NEWS RUBRIC
For 25% of the course grade, students will produce about a 7-page, doubled-spaced paper based on a situation or issue — reported by credible news sources — that would benefit from PR support.
SECONDARY RESEARCH, CASE SELECTION AND RESOURCE PAGE
Up to 7 points: Resource page(s) with links to at least 3 mainstream media news stories
CASE SUMMARY
Up to 7 points: 1- to 5-sentence summary statement
Up to 7 points: About a half page profile of the lead organization
Up to 7 points: About a half page profile of key stakeholders
Up to 42 points (7 points each): Multiple pages about PR efforts used (or could be used) to address the situation and conduct the PR Strategic Communication Process:
Research: What research influenced development of the PR plan? Goal: What was the goal of the PR effort?
Strategies: What was the general nature of the PR initiatives?
Key messages: What was communicated to primary targets?
Tactics: What PR tactics were used?
Evaluation: What methods were used to measure and assess results?
CASE ANALYSIS
Up to 20 points: Multiple pages with critique of PR efforts and reasons for opinions
Up to 5 points: At least 3 references to key learnings attributed to the textbook
GENERAL WORKMANSHIP
Up to 5 points: Demonstrate PR writing skills
