Course materials

1. PR Campaign Assignment 100 points (30% Course Grade) ASSIGNMENT
DESCRIPTION: You
PR Campaign Assignment100 points (30% Course Grade)ASSIGNMENT DESCRIPTION:You
will select a current PR campaign (political, celebrity, corporate, etc.). Provide a critical
assessment of its success/failure. Each student will write a 5-7 pages paper (exclusive of
cover and references) and evaluate the campaign using criteria discussed in the course
material.DOCUMENT SPECIFICATIONS:• 5-7 pages (exclusive of cover and References
pages)o Minimum of 7 sources. A mix of scholarly and marketplace sources is REQUIRED.
Utilize databases, books and resources available in/through the library. Since scholarly
sources are more credible, they should receive more attention than marketplace texts.
Academic Integrity policies will be strictly enforced.o Required: Cover sheet with your
name, double-spaced, 12-point font, 1 inch margins• Select a current PR campaign (political,
celebrity, corporate, etc.) and provide a critical assessment of its success/failure.o Research
the company/organization thoroughly. Use both marketplace and scholarly sources (both
are REQUIRED). Provide a general overview/understanding of the company/organization.o
Position the company in the context of the marketplace. For example, Avis strategically
positioned itself using the “We Try Harder” tagline as the #2 most successful/recognized
car rental company. Why? How was that effective? What other competitors and market
factors influence(d) this positioning?o Briefly identify and explain the
company/organization’s key PR opportunity/issue/problem/crisis.o Select ONE specific
campaign the organization implemented (or continues to utilize) that addresses the
company/organization’s PR opportunity/issue/problem/crisis.o Analyze the effectiveness
of the company’s PR efforts and draw connections using 5-7 theories, models, and/or
overarching key concepts from the PR: Profession & Practice text by Lattimore, et al. Bold
and cite these specific connections. Develop your analysis fully.o Explain the campaign’s
general success/failure based on your analysis.• Use headings and sub-headings to clearly
organize your paper.• Include a properly formatted APA Reference page• No spelling,
grammar or punctuation errors. Professionalism, clarity and accuracy are required.•
Submit the assignment in the CANVAS submission dropbox by THE DEADLINE IN THE
COURSE SCHEDULE—No exceptions or extensions. See late work course policy in the
syllabus.