PR Issue Evaluation
For your final assessment for the course, select a current PR issue or situation–perhaps one you’ve read about in current news or included in your discussion posts. Draft an in-depth analysis of the issue along with PR tactical recommendations.
TOPIC:
Cathay Pacific faces Chinese social media backlash after blanket incident. I would like to research more about this topic and find out what are the strategies used by Cathay Pacific. Also what they can do better in the future.
Here is the news reports referring to the incident:
https://www.campaignasia.com/article/cathay-pacific-faces-chinese-social-media-backlash-after-blanket-incident/484577
Note: You must send your topic idea to the instructor for pre-approval prior to starting.
Instructions: Write a thorough analysis of a current public relations campaign, issue, or situation. You will analyze the current example and then present your recommendations for future action.
Paper must be 5–8 pages, double spaced, including a References page using APA style.
Include in-text citations at the end of the sentence in paratheses.
Include a conclusion summarizing your key thoughts and points.
Include a header separating each section bolded and underlined with the name of the section. The header should be centered on its own line.
Your paper will be written in narrative form using complete sentences.
Bulleted lists and sentence fragments may be used in a limited manner as appropriate.
Specifics: double-spaced, 12-point Times New Roman or similar sized, legible font, maximum of one-inch margins.
You may include screenshots or images as an Appendix (you can insert photos within the text in Word).
Please DO NOT upload your final paper as a PDF.
Sections to include in your analysis:
Situation Analysis: Identify the PR issue or situation and outline the current facts.
Publics / Audiences: Who is impacted by this PR campaign or issue? Identify the major audiences and explain their concerns or why they are impacted.
Goals & Objectives: Outline at least 2-3 goals AND objectives for the company or organization. These can either be published goals and objectives or what you believe should be the company’s goals and objectives.
Key Messages: Must include 3 – 5 key campaign messages that you draft or that you believe are the campaign’s key messages if analyzing a current campaign.
PR Tactics: Include an overview of PR tactics or recommendations – what you would recommend to achieve the goals & objectives.
MUST include 3 – 5 tactics
Conclusion
References in APA style
