1. Summarize the case in one paragraph. Introduce the organization/agency. Explain what actually happened and who was affected (or targeted): background of the case and target publics. Be very concise and brief for this part.

2. Research

  • What research did the organization conduct to address the situation/issue? What types of research? Primary or secondary? Informal or formal? Report the research type/method and discuss the findings.
  • Is the research appropriate or adequate? Why/why not. If not, what research should have been done by the organization? Recommend several research methods to study the target publics and/or the issue or situation.
  • 3. Objectives

  • Summarize what the organization wanted to achieve. What goals/objectives did it set for this campaign? Give examples.
  • Which objectives are impact objectives (awareness/acceptance/action-oriented)? Which are output objectives (distribution/execution of program materials)? Give examples.
  • Critique the writing of the objective statements. Did they include all necessary elements (e.g., an infinite verb, a target date, etc.)? Did they meet the standards of good writing? If not, correct at least one poorly written objective.
  • Are these objectives consistent with the research findings obtained by the organization from the previous step? Why/why not?
  • If you cannot find original objectives in the case, make educated estimates based on what they communicated and the other info you have. Recommend several objectives that the organization should have developed to manage the situation or issue: at least one awareness, one acceptance, and one action objective. Use your best judgment in devising a hypothetical time frame and desired level of measurement. Be very specific when writing the objectives.

    4. Programming What specific communication strategies and tactics did the organization use to execute on its objectives and address the issue/situation? Highlight the main strategies and tactics used. Were these strategies and tactics tied to the objectives? Give examples.

    5. Evaluation

  • What evaluative research was conducted? Did the evaluative research verify each objective?
  • Was the evaluation appropriate and adequate? Why or why not? If not, recommend evaluative techniques that match with the (estimated) objectives. You will probably suggest research techniques such as content analysis, focus groups/interviews, and/or surveys to measure the objectives. I am also interested in the specific kind of information you would ask/seek to learn when using the recommended research method(s).
  • 6. Stewardship

    Was there a stewardship component in the case? If not, recommend stewardship strategies/tactics to the organization. You will need to read Kelly’s (2001) article on stewardship to complete this part. Kelly’s (2001) reading has been posted under the “Required Supplementary Readings” tab on Blackboard. You will need to cite her article both in the main body of your analysis (i.e., in-text citation) and in your reference page:

    Kelly, K. S. (2001). Stewardship: The fifth step in the public relations process. In R. L. Heath (Ed.), Handbook of public relations (pp. 279–289). Thousand Oaks, CA: Sage.

    7. Critique (10 points): Provide critiques on the way the organization/agency handled the situation/issue. Don’t say that the organization handled everything flawlessly and you wouldn’t change a thing! Even award-winning cases have room to improve.

    8. References (5 points). Follow the APA style (6th ed.) for in-text citation and when writing your reference page.

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