MKT 438 Entire Course
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MKT 438 Week 1 Individual Assignment Defining Public Relation Paper (2 Papers) MKT 438 Week 1 DQ 1 MKT 438 Week 1 DQ 2 MKT 438 Week 1 DQ 3 MKT 438 Week 2 Individual Assignment Public Relations Case Study (BP) (2 Papers) MKT 438 Week 2 Team Assignment Part I Public Relations Campaign (Delta Airlines) MKT 438 Week 2 DQ 1 MKT 438 Week 2 DQ 2 MKT 438 Week 2 DQ 3 MKT 438 Week 3 Individual Assignment Organizational and Societal Functions of Public Relations Paper (2 Papers) MKT 438 Week 3 Team Assignment Part II Public Relations Campaign Resources (Delta Airlines)
MKT 438 Week 3 DQ 1 MKT 438 Week 3 DQ 2 MKT 438 Week 3 DQ 3 MKT 438 Week 4 Individual Assignment Effective Communication Case Study Analysis MKT 438 Week 4 Individual Assignment Public Relation Case Study ( McDonalds) (2 Papers) MKT 438 Week 4 DQ 1 MKT 438 Week 4 DQ 2 MKT 438 Week 4 DQ 3 MKT 438 Week 5 Individual Assignment Managing a Crisis Using PR Simulation Summary MKT 438 Week 5 Team Assignment Final Public Relations Campaign (Delta Airlines) MKT 438 Week 5 Final Exam MKT 438 Week 5 DQ 1 MKT 438 Week 5 DQ 2 MKT 438 Week 5 DQ 3 ------------------------------------------------------
MKT 438 Final Exam Guide
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www.newtonhelp.com Complete the Final Examination.
1.
The objective of public relations is to sell:
2. The R-A-C-E approach to defining public relations includes the following components:
3. The job of public relations professional is very much that of an “interpreter,” where he interprets:
4. Which of the following trends contributed to the evolution of public relations in the United States?
5.
Public relations goals must be defined by:
6. Morale at the company was low after a series of severe firings. “I’ve got just the thing to get morale back up again,” said Darren, the firm’s public relations director. “We’ll start an employee television program. We start filming tomorrow.” What vital public relations step did Darren overlook?
7. A public relations professional isn’t really communicating unless someone at the other end ___________the communication. be used in a marketing plan to help to:
9. One key to maintaining positive media relationships is to emphasize __________ in all communication.
10.
Publicity differs from advertising in the following way:
11.
An organization’s public image is determined by:
12. Generally speaking, when should research be used in the public relations process?
13. Evaluation of public relations depends on several things, including:
14.
In the inverted pyramid:
15. It is important for public relations professionals to establish a good working relationship with the media because:
16.
The most frequent target of public relations professionals is:
17.
Integrated marketing:
18.
Risk communication is based on the position that
19.
In a crisis, the best firms:
20.
Skillful crisis managers:
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MKT 438 Week 1 DQ 1
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www.newtonhelp.com Should a company be concerned with public opinion? Why or why not? ------------------------------------------------------
MKT 438 Week 1 DQ 2
For more course tutorials visit www.newtonhelp.com Which PR communication tool do you feel is the most effective? Why? ------------------------------------------------------
MKT 438 Week 1 DQ 3
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www.newtonhelp.com What role does PR play in your organization? Explain your answer. ------------------------------------------------------
MKT 438 Week 1 Individual Assignment Defining Public Relation Paper (2 Papers)
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www.newtonhelp.com This Tutorial contains 2 Papers 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.
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MKT 438 Week 1 The Role of Public Relations
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MKT 438 Week 1 The Role of Public Relations Select a company, business, or non-profit organization and provide an example about how public relations (PR) principles apply. Write a 700- to 1,050-word paper in which you examine the following: The multiple definitions of Public Relations. The connection between PR and the promotional aspect of the marketing mix (advertising, publicity, public relations)? How are they similar and how are they different? How might PR be more important during a crisis situation for an organization? Include two outside references as well as citations with your paper. Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment. ------------------------------------------------------
MKT 438 Week 2 DQ 1
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www.newtonhelp.com What are some positive and negative aspects of publicity?
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MKT 438 Week 2 DQ 2
For more course tutorials visit www.newtonhelp.com At what stage of the PR campaign should evaluation occur? Explain your answer. What are three types of evaluation techniques used in PR? What are examples of each? ------------------------------------------------------
MKT 438 Week 2 DQ 3
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www.newtonhelp.com How would PR research impact a PR team? Give an example. ------------------------------------------------------
MKT 438 Week 2 Individual Assignment Public Relations Case Study (BP) (2 Papers)
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MKT 438 WEEK 2 Public Relations Case Study MKT 438 WEEK 2 Public Relations Case Study Resource: The Practice of Public Relations textbook, University Library, Internet After reading the case study: BP’s Loose Lips Sink Credibility Ship (Chapter 1), please answer the following questions in a Word document. How would you assess BP’s response to the Gulf of Mexico oil spill? (Answer should be 90 to 175 words in length) How could BP have prevented the damage done by its CEO spokesperson? (Answer should be 90 to 175 words in length. Had you been advising (CEO Anthony) Hayward, what would you have suggested he say in response to the questions he was asked? Provide at least 3 specific examples (Answer will need to be 260 to 350 words in length). Format your answers consistent with APA guidelines. ------------------------------------------------------
MKT 438 Week 2 Internal Public Relations
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www.newtonhelp.com MKT 438 Week 2 Internal Public Relations Resource: The Practice of Public Relations, Ch. 11 Read the “Sony Shoots the Messenger� Case Study on page 242 in The Practice of Public Relations, Ch. 11. Answer the three questions at the end of the chapter located on page 243. Write a 1,050- to 1,400-word paper in which you describe how the case was handled and provide recommended improvements for your client (Sony). Include three outside references as well as citations with your paper. Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment. ------------------------------------------------------
MKT 438 Week 2 Team Assignment Part I Public Relations Campaign (Delta Airlines)
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www.newtonhelp.com Part I: Public Relations Campaign MKT 438 WEEK 2 Resources: The Practice of Public Relations textbook, University Library, Internet. Select a PR scenario from the following list: 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 wants to create awareness of its efforts in sustainability, recycling and reusability. Select an industry that operates in your selected scenario. A home health care provider A regional airline A manufacturer or auto parts and components A non-profit organization focused on youth and young adults Select an actual company/organization in the chosen industry. This company/organization will be the basis for your PR Campaign. Attain your instructor’s approval before starting this project.
Prepare a 700- to 1,050-word detailed outline of your campaign addressing the following: Identify the selected organization’s internal and external PR issues based on your selected scenario. Identify the target publics for the PR Campaign and identify the interest each has in the scenario. Develop a market research plan to support your PR Campaign strategy development. Analyze how the PR Campaign will be integrated into the overall marketing strategies of the organization. Format your paper consistent with APA guidelines. ------------------------------------------------------
MKT 438 Week 3 DQ 1
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www.newtonhelp.com What PR tools are critical in building long-term relationships an organization's publics? What are the advantages and disadvantages of these tools? ------------------------------------------------------
MKT 438 Week 3 DQ 2
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www.newtonhelp.com What is your organization's relationship with the local, regional, national, and global media? How does it impact your organization's PR coverage? ------------------------------------------------------
MKT 438 Week 3 DQ 3
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MKT 438 Week 3 How Organizations Proactively Approach and Respond to Social Responsibility Sustainability (Microsoft)
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MKT 438 Week 3 How Organizations Proactively Approach and Respond to Social Responsibility/Sustainability Select an organization that has a known interest in social responsibility and/or sustainability. Write a 1,050- to 1,400-word paper that addresses the following questions: Why did you select this organization? Why do you think this organization is socially responsible and/or interested in sustainability? How does the organization actively demonstrate these principles? What public relations efforts are in place to help promote organizational efforts toward social responsibility/sustainability? Use specific examples from the organization’s websites, advertisements, or social media to illustrate your points. Include two references with your paper. Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment.
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MKT 438 Week 3 How Organizations Proactively Approach and Respond to Social Responsibility/Sustainability (Starbucks)
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MKT 438 Week 3 How Organizations Proactively Approach and Respond to Social Responsibility/Sustainability Select an organization that has a known interest in social responsibility and/or sustainability. Write a 1,050- to 1,400-word paper that addresses the following questions: Why did you select this organization? Why do you think this organization is socially responsible and/or interested in sustainability? How does the organization actively demonstrate these principles? What public relations efforts are in place to help promote organizational efforts toward social responsibility/sustainability? Use specific examples from the organization’s websites, advertisements, or social media to illustrate your points.
Include two references with your paper. Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment. ------------------------------------------------------
MKT 438 Week 3 Individual Assignment Organizational and Societal Functions of Public Relations Paper (2 Papers)
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MKT 438 WEEK 3 Organizational and Societal Functions of Public Relations Paper
Resources: The Practice of Public Relations textbook, University Library, Internet Select an organization with which you are familiar, and identify an issue within that organization that would have both organizational (internal) and societal (external) implications. Part I: Prepare a 7- to 10-slide PowerPoint presentation in which the following is addressed:
Explain the organizational and societal functions of PR. Compare and contrast the organizational and societal implications in the issue you have chosen. Use speaker notes section of PowerPoint slides to add discussion. Part II: Write a 525- to 700-word paper that answers the following question: For the organization and the issue you have chosen, explain how Public Relations should address both the organizational and societal audiences and what public relations tools can be used to do so. Format your paper consistent with APA guidelines. ------------------------------------------------------
MKT 438 Week 3 Phase 1: Public Relations Campaign for a New Product or Service
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www.newtonhelp.com MKT 438 Week 3 Phase 1: Public Relations Campaign for a New Product or Service
Note: This Learning Team assignment has two components. You will be completing the first part in Week 3 and the second part in Week 4. Your public relations firm has been selected to develop a promotional campaign for an industry that is launching a new product (or service). Write a 700- to 1,050-word paper that includes the following: A description of the product or service for which you will be developing a promotional campaign The intended audience(s) for the product or service. Characteristics that make your product/service unique. Ideas about how to showcase the best qualities of your product/service to your intended audience. Media sources (channels) and other external promotional materials that you can employ to best reach your audience(s). Promotional opportunities for this product/service within your client’s company. Research that you conduct to ensure that your initial approach is on target, including an explanation as to why you selected this particular approach. Two or three clearly stated objectives/goals for your campaign. Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment.
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MKT 438 Week 3 Team Assignment Part II Public Relations Campaign Resources (Delta Airlines)
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www.newtonhelp.com MKT 438 WEEK 3 Part II: Public Relations Campaign Resources: The Practice of Public Relations, textbook, University Library, Internet Write a 700- to 1,050-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 Public Relations Campaign. Identify the risks in the strategy and discuss what the Public Relations team can do to minimize them. 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 public relations tools and identify which tool(s) will be used to communicate to which publics and why. This section can be submitted as a chart within the paper.
Event planning Open house Press conference Community event Sponsorship Corporate newsletter–internal or external Direct mail Internet or intranet Promotional items Promotions–sweepstakes Spokesperson Format your paper consistent with APA guidelines. ------------------------------------------------------
MKT 438 Week 4 Approach to Crisis Management: Defending an Organization’s Reputation
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MKT 438 Week 4 Approach to Crisis Management: Defending an Organization’s Reputation Resource: The Practice of Public Relations, Ch. 3, Ch. 5, Ch. 6, Ch. 13, and Ch. 17 Select one of the following case studies to read and do research on from The Practice of Public Relations: Race Relations with that Soy Latte? (page 59) Uber Success Brings PR Problems (page 102) Ethical Hammer Falls on Daddy Huxtable (page 124) Up Your Bucket for a Wonderful Cause (page 287) The Rise and Fall of Queen Martha (page 371) Write a 700- to 1,050-word paper and respond to the questions at the end of your selected case study to form the basis for your response. What went well regarding the PR response to the situation? What might you have recommended to improve the response? Cite PR concepts from your text, ERRs, or other sources to support the points you are making. Include two references with your paper. Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment. ------------------------------------------------------
MKT 438 Week 4 DQ 1
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www.newtonhelp.com Why is it important to integrate anticipated crisis responses in an organization's proactive PR planning? ------------------------------------------------------
MKT 438 Week 4 DQ 2
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www.newtonhelp.com What potential effects can a crisis have on an organization? Explain your answer. ------------------------------------------------------
MKT 438 Week 4 DQ 3
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www.newtonhelp.com Read the case on the Exxon Valdex. What do you see as the top PR problems from this case and what would you do differently if you were in the PR department? ------------------------------------------------------
MKT 438 Week 4 Individual Assignment Effective Communication Case Study Analysis
For more course tutorials visit www.newtonhelp.com Resource: The Practice of Public Relations Select one of the following case studies located in The Practice of Public Relations or a case study assigned or approved by faculty: • The Tylenol Murders, Ch. 2 • Exxon Corporation’s Bad Good Friday, Ch. 5 • The Katrina Kalamity, Ch. 13 • Wendy’s Fingers a Hoaxer, Ch. 19
Write a 1,050- to 1,400-word case study analysis in which youevaluate the effectiveness of communication between an organization and its publics. Evaluate the effectiveness of the communication between the organization and its intended public(s) in the case study, including the following: • Identify the different publics involved in the case study. Differentiate between the internal and external publics involved. What impact did the communications have on the intended public(s)? Could the message have been communicated more effectively? How? • Identify the different PR communication tools and techniques that were used to inform, influence, and motivate the public(s) in the case. Evaluate the benefits and risks of using these tools. What other tools would you have used? • If this crisis were to occur today, how would new technologies, such as the Internet, affect this case? Because of the recent globalization of markets, would the outcome of this case be different if the events occurred today? Format your analysis consistent with APA guidelines. ------------------------------------------------------
MKT 438 Week 4 Individual Assignment Public Relation Case Study ( McDonalds) (2 Papers)
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MKT 438 Week 4 The Tactical Plan for the Public Relations Campaign Paper
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MKT 438 Week 4 The Tactical Plan for the Public Relations Campaign: Paper Resource: The Practice of Public Relations, Ch. 9 and Ch. 15
Last week’s assignment dealt with strategic approaches in public relations. This week’s assignment deals with tactical campaign approaches. You will develop an implementation plan to execute on the strategy that you have developed for your campaign. Select up to six PR tools you will use to promote your client’s product or service. Review The Practice of Public Relations, Ch. 15 on how to write a news release as well as more brief promotional writing for social media such as Twitter. Review The Practice of Public Relations, Ch. 9 and decide which forms of paid, earned, or owned media you will integrate into your campaign. Be specific with your choices. For example, for paid media you might create an ad for a print or online newspaper or magazine. For owned media, you might create a blog, Facebook page, etc. For earned media, you might develop a publicity campaign for what is known as “thirdparty endorsement.” Refer to Ch. 9 of The Practice of Public Relations for more information on these tools. Explain your rationale for each selection. Write a 700- to 1,050-word paper in which you outline your tactical plan for executing on the public relations campaign. Format your paper consistent with APA guidelines. Click the Assignment Files tab to submit your assignment. ------------------------------------------------------
MKT 438 Week 4 The Tactical Plan for the Public Relations Campaign: Presentation
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www.newtonhelp.com MKT 438 Week 4 The Tactical Plan for the Public Relations Campaign: Presentation Develop an 8- to 10-slide presentation (MicrosoftÂŽ PowerPointÂŽ or Prezi) with speaker notes that outlines the tactical elements of your campaign using all of the information that you researched for your paper. Format your presentation consistent with APA guidelines. Click the Assignment Files tab to submit your assignment. ------------------------------------------------------
MKT 438 Week 5 DQ 1
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www.newtonhelp.com How has technology impacted the dissemination of information to global publics?
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MKT 438 Week 5 DQ 2
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www.newtonhelp.com How can the power of PR influence and change your point of view? Is this ethical? ------------------------------------------------------
MKT 438 Week 5 DQ 3
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www.newtonhelp.com How has globalization, technology, and diversity affected PR in the past five years? ------------------------------------------------------
MKT 438 Week 5 Individual Assignment Managing a Crisis Using PR Simulation Summary
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Resources: Managing a Crisis Using Public Relations simulation Complete the simulation. Write a 1,050- to 1,400-word summary answering the following questions: What does proactive planning mean? What feedback mechanism should public relations develop in this situation? What is an ineffectual way of deploying this plan? Provide two examples of what not to do in this situation. When is a proactive crisis management plan needed? And why? When does public relations utilize reactive crisis management? What role does public relations play in reactive crisis management? Format your summary consistent with APA guidelines. ------------------------------------------------------
MKT 438 Week 5 Role and Impact of Social Media in PR
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MKT 438 Week 5 Role and Impact of Social Media in PR Resource: The Practice of Public Relations, Ch. 10 Review the Case “Don’t Mess with the Queen of Social Media” on page 221 in The Practice of Public Relations, Ch. 10, and use the questions at the end of the chapter as a basis of your discussion. Describe what PR recommendations you would have for Taylor Swift if you were her Public Relations Consultant. Incorporate the principles of PR that you have learned to date. Develop a 700- to 1,050-word recommendation as part of your response. Use two outside references to support your points. Format your paper consistent with APA guidelines Click the Assignment Files tab to submit your assignment. ------------------------------------------------------
MKT 438 Week 5 Team Assignment Final Public Relations Campaign (Delta Airlines)
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www.newtonhelp.com Resources: The Practice of Public Relations, textbook, University Library, Internet Part I: Write a 700- to 1,050-word paper that will include the following elements in your Public Relations Campaign: An analysis of the relationship between the Public Relations Campaign and marketing within the integrated marketing communications program of the organization A crisis management plan–Identify a potential crisis related to the public relations campaign and outline a plan to address the crisis. Include a proactive plan and a plan if it is necessary to react to a crisis. An analysis of the impact of technology and globalization on the implementation of the plan. A discussion of legal and ethical implications of the campaign. Integrate Week 2 and Week 4 papers into your campaign proposal. Part II: Prepare a poster board presentation illustrating the strategy and tactics of your Public Relations Campaign. Poster boards will be displayed in class and teams will talk with class associates and invited guests about their campaign. Online students may use padlet.com, storyboard.com or movenote.com to prepare and present the presentation.
Format your paper consistent with APA guidelines. ------------------------------------------------------