ASSIGNMENT DESCRIPTION:
You will select a current PR campaign (political, celebrity, corporate, etc.). Provide a critical
assessment of its success/failure. Each student will write a 5-7 pages paper (exclusive of
cover and references) and evaluate the campaign using criteria discussed in the course
material.
DOCUMENT SPECIFICATIONS:
5-7 pages (exclusive of cover and References pages)
o Minimum of 7 sources. A mix of scholarly and marketplace sources is
REQUIRED. Utilize databases, books and resources available in/through the
library. Since scholarly sources are more credible, they should receive more
attention than marketplace texts. Academic Integrity policies will be strictly
enforced.
o Required: Cover sheet with your name, double-spaced, 12-point font, 1 inch
margins
Select a current PR campaign (political, celebrity, corporate, etc.) and provide a
critical assessment of its success/failure.
o Research the company/organization thoroughly. Use both marketplace and
scholarly sources (both are REQUIRED). Provide a general
overview/understanding of the company/organization.
o Position the company in the context of the marketplace. For example, Avis
strategically positioned itself using the “We Try Harder” tagline as the #2
most successful/recognized car rental company. Why? How was that
effective? What other competitors and market factors influence(d) this
positioning?
o Briefly identify and explain the company/organization’s key PR
opportunity/issue/problem/crisis.
o Select ONE specific campaign the organization implemented (or continues to
utilize) that addresses the company/organization’s PR
opportunity/issue/problem/crisis.
o Analyze the effectiveness of the company’s PR efforts and draw connections
using 5-7 theories, models, and/or overarching key concepts from the
primary course textbook. Bold and cite these specific connections. Develop
your analysis fully.
o Explain the campaign’s general success/failure based on your analysis.
Use headings and sub-headings to clearly organize your paper.
Include a properly formatted APA Reference page
No spelling, grammar or punctuation errors. Professionalism, clarity and accuracy
are required.
Submit the assignment in the CANVAS submission dropbox by THE DEADLINE IN
THE COURSE SCHEDULE—No exceptions or extensions. See late work course
policy in the syllabus.
