Public Relations Campaigns PR665 Professor Jeff Newton Ball State University

Public Relations Campaigns Proactive Strategy Analysis: Analysis must be based on the typology of strategies in: Strategic Planning for Public Relations, Third Edition, Ronald D. Smith, Lawrence Erlbaum Associates, Choose a current issue or event that illustrates the use of one or more of the strategies listed in the typology. Business issues and events are strongly preferred. No celebrity, political or “pure” entertainment issues. Please use several high quality media sources.

Public Relations Campaigns Reactive Strategy Analysis: Analysis must be based on the typology of strategies in: Strategic Planning for Public Relations, Third Edition, Ronald D. Smith, Lawrence Erlbaum Associates, Choose a current issue or event that illustrates the use of one or more of the strategies listed in the typology. Business issues and events are strongly preferred. No celebrity, political or “pure” entertainment issues. Please use several high quality media sources.

Public Relations Campaigns Both strategy analysis exercises should include: Description of current issue or event. Media sources. Strategy or strategies employed. Why and how these strategies were employed. Success or failure of strategy or strategies. Areas for improvement. Your own creative thinking or additional analysis.

Public Relations Campaigns Submit PPT presentation. Plan for 20 minute presentation to class. Good chance to understand strategies. Focus on analysis, not just description. Identify overt decision points. Nice opportunity to work on presentation skills. Use balance of class to brainstorm and consult with instructor.

Public Relations Campaigns NOTE: Your campaigns must both contain the “classical” public relations strategies contained in the text. Advertising or marketing campaigns will result in failure for this group project. The responsibility for demonstrating these strategies is up to the team. Please, no boring product recall cases.