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MKT 438 Week 1 Defining Public Relations Paper
Resources: University Library, Internet
Write a 700- to 1,050-word paper in which you define PR. Include in
your paper:
Explain your personal definition of PR and definitions from three
different sources, such as the Public Relations Society of
America, textbooks, and so forth.
Compare and contrast these definitions in your paper.
Explain why you think there are so many different definitions of
PR.
Prepare to discuss this assignment in class.
Format your paper consistent with APA guidelines
MKT 438 Week 2 Team Assignment Public Relations Campaign Overview Paper
Resources: University Library, Internet, and the Virtual
Organizations can be found on the student website at
http://ecampus.phoenix.edu
Select a PR scenario from the following list:
An organization is planning to introduce a new product or
service in another country.
An organization wants to position itself as a leader in embracing
diversity in the workplace.
An organization is experiencing security issues associated with
operating on the Internet.
An organization is moving one of its manufacturing facilities to
another country to maximize labor cost reductions.
An organization is re-evaluating its current PR policies and
strategizing future PR campaigns. It is trying to utilize both good
corporate citizenship (goodwill) and crisis management (ill-will)
PR approaches.
Select one of the Virtual Organizations that operates in your
selected scenario. This organization will be the basis for your PR
Campaign.
Attain your instructor’s approval before starting this project.
Prepare a 1,050- to 1,750-word detailed outline of your campaign
addressing the following:
• Identify the selected organization’s PR issues based on your
selected scenario.
• Identify your target audience for the PR Campaign.
• Discuss ethical implications related to the PR issues.
• Develop a market research plan to support your PR Campaign
strategy development.
• Analyze how the PR Campaign will affect the marketing function
of the organization.
• Analyze the similarities and differences between proactive and
reactive PR.
Format your paper consistent with APA guidelines.
MKT 438 Week 3 Functions of Public Relations Paper
Resources: University Library, Internet
Select an organization with which you are familiar, and identify an
issue within that organization that would have both organizational
and societal implications.
Write a 1,050- to 1,400-word paper in which you complete the
following:
• Explain the organizational and societal functions of PR.
• Identify an issue within that organization that would have both
organizational and societal implications.
• For that organization, explain how you would address both the
organizational and societal audiences.
Format your paper consistent with APA guidelines.
MKT 438 Week 3 Learning Team Assignment Public Relations Campaign Strategy Paper
Resources: University Library, Internet
Write a 1,250- to 2,000-word paper in which you recommend
strategies to build media relations and generate publicity for the
organization selected in Learning Team Meeting One. Address the
following in your Strategy Paper:
• List objectives for the PR Campaign.
• Identify the organization’s publics.
• Identify the risks in the strategy.
• Write a media release and create a media distribution list for the media release.
• Develop a tactical plan utilizing at least five of the following PR
tools:
o Event planning
o Open house
o Press conference
o Community event
o Sponsorship
o Corporate newsletter—internal or external
o Direct mail
o Internet or intranet
o Promotional items
o Promotions—sweepstakes
o Spokesperson
• Evaluate the business implications of your PR Campaign.
Format your paper consistent with APA guidelines.
MKT 438 Week 4 Public Relations Campaign Presentation
MKT 438 Week 5 Team Assignment Public Relations Campaign