You need to find a news story in the media that discusses (explicitly or implicitly) the effects of public relations in some area of business, non-profit, or government. The article may have appeared in a newspaper, magazine, trade publication, broadcast media outlet (with content posted online), or another regularly updated format, in print or electronic format. It must be dated within the past 12 months. Longer pieces (one or more full pages, or complete broadcast news stories) will lend themselves better to this assignment. You are responsible for choosing an item that will allow you to complete the assignment as described below. Your analysis of the article or broadcast should include the following sections:
- PART 1: SUMMARY
Summarize the subject of the news article or broadcast, briefly describing the situation it recounts. The summary should take no more than 1-2 paragraphs.
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- PART 2: PROFESSIONALISM
Explain whether the piece’s depiction of public relations corresponds to that of a profession. Does the article or broadcast portray public relations as meeting the criteria for a profession as defined in the class and the readings, or not? In what ways? Give specific examples.
- PART 3: CATEGORIES OF PR
Use the categories which you can find in your textbook to identify what types of public relations tasks are described in the article or broadcast. Make sure to support your argument with examples from the news item itself.
- PART 4: ROLES AND CONCEPTS OF PUBLIC RELATIONS
Use the definitions in the first chapter of the book and class notes to identify the public relations roles and concepts implied or explicitly mentioned in the article or broadcast. If no specific mentions are made, consider what types of public relations functions would or should typically be involved in a situation such as the one described. Roles and concepts to think about include, for example:
- Counselling
- Research
- Media Relations
- Publicity
- Employee / Member Relations
- Community Relations
- Public Affairs
- Government Affairs
- Issue Management
- Financial Relations
- Industry Relations
- Development/ Fund-raising
- Multicultural relations/workplace diversity
- Special Events
- Marketing communication
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