Overview
Cases of the Week 1. During the semester,students willsubmit a PR Case of the Week. This involves quick identification and analysis of any current PR-related issue in the news; cases will be used for topics of discussion in class as time allows. Choose a topic from the last year. Each student will submit four Cases of the Week during the semester and will be asked to lead one class discussion on the topic. The process of identifying and explaining such cases will contribute to the students’ understanding of PR strategy, as will the discussion of these in class. Case Study topics should be from the last year. Case of the Week submissions should that take this form: ï Two pages, double-spaced, 12-pt. type. In a brief opening narrative, identify a current news event, issue or problem having identifiable PR implications for an organization, issue, person or workplace. Identify the point of view from which it should be discussed. Connect to some element(s) of the Strategic Integrated Planning Model. Use elements of the SIP as subject headings to organize your paper. ï Upload as a Word document. Not pages or pdf. ï For example, Barnes and Noble got bad press for their tactic regarding Black History Month. They created “a series of covers for 12 American classics that reimagine protagonists as people of color.” You would discuss what the PR implications were for the company. What was their goal? Why did it create such backlash. Where did you see them misstep? What would have prevented the problem? Can you recommend how they could fix it? ï Briefly discuss the rationale for your recommendation and why the matter is important from a communications standpoint. 2. Case of Week class presentation. Each student will present one time. You only need to provide the highlights of your paper. Five-10 minutes; do not go over 10. Create a deck to lead the class. I suggest having an outline to follow so you're not focused on reading from the screen. 3. Main topics to cover are: ï Brief overview of issue and the PR implications of the issue. ï Analysis of your recommendations: If there was a problem, how can the current issue be fixed and how does the company move forward (i.e. winning back customers, ensuring the problem doesn't happen again)? If there was a success, what do you see as key to their success and can they sustain it or incorporate it in other areas of their company (i.e., if you think PepsiCo's redesign of the Aunt Jemima brand was well-done, how can the company parlay that into a stronger customer connection)? ï Make an effort to get fellow students engaged: Ask direct questions. ï Quick summary of what you think is the overall impact for the company