Week 8 – Web based research

Web Research Essay – Find one real world PR disaster or botched PR attempt and prepare a 5 page (1700 word minimum) essay applying all concepts and applications we have diligently practiced throughout this class from your newly acquired PR position. This event should be different than ones that you selected elsewhere in the course.

Case Study Completions are to be posted and submitted no later than Saturday by 11:59 p.m

Instructions: Use the following framework for your case analysis. Your case analysis assignment is designated above and can be found in your textbook.

Step 1: Read the case thoroughly with a view to understanding the Public Relations issues illustrated by the case. Make sure you discriminate between information which is relevant and that which is superfluous and/or ambiguous.

Step 2: Define clearly and concisely the basic problems (or issues) in the case. Then identify the main issues. Do not be confused with “symptoms.” Identify the key decisions to be made.

Step 3: Use the information and facts provided in the case to analyze the situation. This would include understanding the situaton, an analysis of the environment (if applicable)– for example, are there particular strengths and weaknesses, external opportunities and threats (SWOT analysis), etc. that should be mentioned?

Step 4: Based on your analysis from step 3 above, identify possible alternative strategy solutions to cope with the problem(s)/Issue(s) you have identified in step 2 above. State any assumptions you make, and feel free to make assummptions in order for the strategies to work. Evaluate the pros and cons of each alternative considered. This should form the main focus of your attention in the case analysis.

Step 5: Recommend a course of action (if appropriate), selecting the alternative proposed in step 3 above. Which would you consider most appropriate to solve the problems you have identified in step 2 above taking into consideration the analysis made in step 3? Include some specifics regarding how the recommendations may be implemented by the marketing team. Note: You should edit your recommendations based on the latest web-information that you can access by going to the company’s website.

Your response should follow the organizational structure listed above (Steps 1-5). Write well. Write clearly. Clearly structure your final report.