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2. MKT 438 Entire Course • 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

3. MKT 438 Final Exam Guide • 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

4. MKT 438 Week 1 DQ 1 • Should a company be concerned with public opinion? Why or why not?

5. MKT 438 Week 1 DQ 2 • Which PR communication tool do you feel is the most effective? Why?

6. MKT 438 Week 1 DQ 3 • What role does PR play in your organization? Explain your answer.

7. MKT 438 Week 1 Individual Assignment Defining Public Relation Paper (2 Papers) • 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.

8. MKT 438 Week 2 DQ 1 • What are some positive and negative aspects of publicity?

9. MKT 438 Week 2 DQ 2 • 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?  

10. MKT 438 Week 2 DQ 3 • How would PR research impact a PR team?  Give an example.

11. MKT 438 Week 2 Individual Assignment Public Relations Case Study (BP) (2 Papers) • This Tutorial contains 2 Papers 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.

12. MKT 438 Week 2 Team Assignment Part I Public Relations Campaign (Delta Airlines) • 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 campa

13. MKT 438 Week 3 DQ 1 • What PR tools are critical in building long-term relationships an organization's publics? What are the advantages and disadvantages of these tools?

14. MKT 438 Week 3 DQ 2 • What is your organization's relationship with the local, regional, national, and global media? How does it impact your organization's PR coverage?

15. MKT 438 Week 3 DQ 3 • How critical is the internal communications process in PR? Explain.

16. MKT 438 Week 3 Individual Assignment Organizational and Societal Functions of Public Relations Paper (2 Papers) • This Tutorial contains 2 Papers 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

17. MKT 438 Week 3 Team Assignment Part II Public Relations Campaign Resources (Delta Airlines) • 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

18. MKT 438 Week 4 DQ 1 • Why is it important to integrate anticipated crisis responses in an organization's proactive PR planning?

19. MKT 438 Week 4 DQ 2 • What potential effects can a crisis have on an organization? Explain your answer.

20. MKT 438 Week 4 DQ 3 • 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?

21. MKT 438 Week 4 Individual Assignment Effective Communication Case Study Analysis • 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

22. MKT 438 Week 4 Individual Assignment Public Relation Case Study ( McDonalds) (2 Papers) • MKT 438 Week 4 Individual Assignment Public Relation Case Study ( McDonalds) (2 Papers)

23. MKT 438 Week 5 DQ 1 • How has technology impacted the dissemination of information to global publics?

24. MKT 438 Week 5 DQ 2 • How can the power of PR influence and change your point of view? Is this ethical?

25. MKT 438 Week 5 DQ 3 • How has globalization, technology, and diversity affected PR in the past five years? 

26. MKT 438 Week 5 Individual Assignment Managing a Crisis Using PR Simulation Summary • MKT 438 WEEK 5 Managing a Crisis Simulation 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.

27. MKT 438 Week 5 Team Assignment Final Public Relations Campaign (Delta Airlines) • 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

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