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
3. Objectives
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
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.
