This assignment is designed for you to analyze public relations as it is being practiced outside of class. To complete this assignment, please select one of the following three options (described in detail on the next page): (1) Plank Center PR Legends Interview Reaction, (2), Documentary Strategy Analysis, or (3) COVID-19 (Coronavirus) Brand Crisis Response Analysis.
• Plank Center PR Legends Interview Reaction: The Plank Center for Leadership in Public Relations hosts a series of video interviews with legends and leaders in the field of public relations. Please select a video interview with one PR legend discussing leadership and public relations from the following link: http://plankcenter.ua.edu/videos/. Your assignment submission should be 500 words (one page single-spaced or two pages double-spaced) and address the following questions:
o Which leader did you watch?
o What are three key lessons you learned from this interview?
o Why are they important?
• Documentary Strategy Analysis: Streaming services (e.g., Netflix) host documentaries on a variety of topics. The textbook discusses topics PR professionals might employ to aid with communicating messages to publics (Ch. 7: Communication), public opinion and persuasion strategies (Ch. 9) and strategies for communicating about issues, risks and crises (Ch. 10). Please select a documentary you’re interested in and analyze communication strategies used to present the topic(s) in the documentary. Your assignment submission should be 500 words (one page single-spaced or two pages double-spaced) and include the following components:
o Please provide a brief overview of the documentary you selected (including its title),
o Identify and critique at least three communication strategies discussed in the textbook that are present in the documentary, and
o Discuss whether or not you think the approach was effective (and why).
• COVID-19 (Coronavirus) Brand Crisis Response Analysis: Organizations can play a key role in communicating with their publics during this unprecedented crisis. We have seen brands offering kind words, giving away their products or services for free (or at reduced prices), and otherwise try to “pitch in” and help the global community (e.g., Chipotle Together Hangouts). Please find an organization that is doing good in society during these trying times and evaluate it in terms of its response to the COVID-19 pandemic. To support your analysis, consider examining and citing the organization’s official social media sites and website(s), video sites (e.g., YouTube), news releases or other public statements (via its website or try a Google search of the organization’s name and “press release COVID-19” or the organization’s name and “newsroom”), newsletter or listers emails to stakeholders, news coverage and public responses to the organization’s communication (via Google News or searching organization hashtags on Twitter and/or Instagram). Your assignment submission should be 500 words (one page single-spaced or two pages double-spaced), and provide:
o A brief overview of the organization you’re covering,
o An overview of the actions the organization is taking in response to COVID-19,
o An overview of how the organization is communicating to its publics in response to COVID-19,
o An overview of how the public (via social media) and/or the news media has responded to the organization’s actions, and
o Your evaluation (e.g., how well do you feel that the organization has shown empathy and compassion for its publics? Has it been genuine? Have you seen any red flags or concerns regarding the organization’s response? What has it done well? What could it do better?).
Resources that may help:
Report on how organizations are responding to COVID-19
Your public relations analysis assignment will be graded using the following rubric:
20 pts. The submission is appropriate, respectful, provocative and relevant. The submission goes beyond simply answering the prompt and demonstrates thoughtful analysis. The submission exhibits superb grammar, spelling, punctuation and syntax.
10 pts. The submission is superficial providing obvious/summary information without further analysis. The submission lacks depth of knowledge or reasoning. The submission contains conspicuous grammar, spelling, punctuation or syntax errors.
0 pts. The submission is inadequate, inappropriate, disrespectful or irrelevant. The submission rambles and/or is inconsistent with the assignment guidelines. The submission contains egregious grammar, spelling, punctuation or syntax errors. No submission was provided by the assignment deadline. For more information on Public Relations Analysis see this: https://www.encyclopedia.com/social-sciences-and-law/economics-business-and-labor/businesses-and-occupations/public-relations
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