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COMM 6170 Course Introduction

This class examines the public relations industry and its history, the professional skill sets required to succeed, and ethical practices. Students will learn and be expected to apply a public relations campaign planning process. Students will examine case studies, research best practices, and analyze results. COMM 6170 Course provides students with an understanding of public relations strategies, theories and processes used to develop effective communication programs. Students are expected to think critically about strategic communications practices and evaluate their effectiveness in achieving objectives within organizations.

COMM 6170 Course Description

PRINCIPLES AND PRACTICES OF PUBLIC RELATIONS (3 credits)

COMM 6170 Course is a study of the history, theories and principles of public relations. Students will be exposed to the strategic planning process used in public relations campaigns. Prerequisites: COMM 6060 and 6070.

Universities Offering the COMM 6170 Course

University of Central Florida (UCF) (Orlando, FL)

*Not all universities may be offering the COMM 6170 Course for COMM 6170 – Public Relations Concepts and Strategy during the selected semester.

COMM 6170 Course Outline

COMM 6170 Course Description: COMM 6170 Course is an overview of the field of public relations, which includes history, research, theory and campaigns. Students learn about the process of public relations and how to prepare for a career in this field. In addition, students learn about how public relations campaigns are planned and executed. Prerequisites: COMM 6120 or COMM 6130 or permission of instructor.

COMM 6170 Course Objectives

COMM 6170 Course objectives are as follows:

– Understand the role and function of public relations within an organization
– Understand the process of developing and implementing public relations campaigns and programs
– Understand the principles of public relations research and evaluation
– Understand the ethical issues associated with public relations practice

COMM 6170 Course Pre-requisites

*COMM 6170 Course has prerequisites. You may view the required COMM 6170 Courses on our Degree Requirements page.

COMM 6170 Course Description for COMM 6170 – Public Relations Concepts and Strategy (3 semester credits) This class offers a broad overview of public relations theory, research and practice. Students will learn principles and approaches to developing public relations strategies and campaigns; tools for conducting stakeholder analysis; key factors that influence public opinion; tactics for achieving relationships with specific audiences; principles of effective message development; implications of new technologies on public relations strategy and practices; techniques for evaluating public relations effectiveness. Particular emphasis is placed on the application of these concepts to corporate communications, marketing communications, media relations, investor relations and community/government affairs.

COMM 6170 Course Pre-requisites for COMM 6180 – Public Relations Writing* (3 semester credits) (COMM 6180)

*COMM 6170 Course has prerequisites. You may view the required COMM 6170 Courses on our Degree Requirements page.

COMM 6170 Course Description for COMM 6180 – Public Relations Writing (3 semester credits) COMM 6170 Course focuses on writing skills that are critical in managing communication programs in organizational settings such as business, industry, government and non-profit organizations. Students will gain expertise in writing a variety of PR documents including press releases, backgrounders, feature articles, brochures, reports and presentations. COMM 6170 Coursework includes an emphasis on addressing organizational issues from an external audience perspective through writing skills. Students will work individually and collaboratively with clients to identify problems and potential solutions related to real business situations using various modes of PR writing such as persuasive writing, creative writing and report writing as well as oral presentations designed to communicate those solutions effectively within the context of the situation at hand.

COMM 6170 Course Pre-requisites for COMM 6185 – Seminar in Corporate Communications* (3 semester credits) (COMM 6185)

*COMM 6170 Course has prerequisites. You may view the required COMM 6170 Courses on our Degree Requirements page.

COMM 6170 Course Duration & Credits

Description: Theory and concepts of public relations and their application to strategic planning and management. Includes analysis of public relations campaigns, crisis communications and public opinion research.

COMM 6170 Course Format: 3 semester credits / 45 lecture hours

Prerequisites: COMM 6120 or instructor permission

Grading Basis: Graded A-F, P or N

COMM 6170 Course Learning Outcomes

*All COMM 6170 Course learning outcomes align with and contribute to the achievement of student learning outcomes for this program.

Student Learning Outcomes: COMM 6170 – Public Relations Concepts and Strategy*

Students will be able to:

COMM 6170 Course Assessment & Grading Criteria

Students are required to complete the following assessment items and criteria for COMM 6170 Course.

COMM 6170 Course Assessment Item 1: Major COMM 6170 Course Assignment

Assessment Criteria Assigned Points 1. Identify and clearly state the problem addressed by the plan, including your position/perspective, and provide a brief statement of what you believe is at stake in the situation you have chosen. 20 2. Develop clear objectives for your action plan, including measurable goals and objectives. 20 3. Develop a situational analysis that includes an analysis of your target audience(s), strategic partners and competition/comparison to competitors’ strategies, as well as an evaluation of your internal resources (strengths and weaknesses). 20 4. Develop a comprehensive communications plan that addresses the four major components of public relations: research, planning, communication and evaluation. Include at least one specific example for each component of public relations. 20 5. Fully analyze the results of your campaign or project using effective measurements of public relations effectiveness based on AAEA public relations metrics standards, PRSA’s Standards for Research in Public Relations or another standard. 20 6. Write a conclusion that assesses the results of your campaign or project by comparing it against your original objectives (goals). Include lessons learned from doing this project or campaign, as well as any suggestions for improvement should it be repeated in a real-world environment in the future. 20 Writing Mechanics & APA Format 10 Total 100

*Note: COMM 6170 Course may require students to access online materials available through My Campus/Blackboard; therefore, a reliable Internet connection is required as well as access to a computer with Microsoft Word installed

COMM 6170 Course Fact Sheet

COMM 6170 Course Number: COMM 6170

COMM 6170 Course Title: Public Relations Concepts and Strategy* (3 semester credits)

Instructor: _______________, MS, APR

Office: _____________

Phone: _________________
Fax: _________________
E-mail: ___________________ Office Hours: ___________ by appointment.

or ________________@uncg.edu

PRT office hours are available in Room 409 Elliott University Center.

or prt@uncg.edu or 336-334-5371 (phone) or 336-334-5963 (fax)

COMM 6170 Course Description: COMM 6170 Course is an overview of the public relations profession with emphasis on its concepts, strategies and tactics. Students will be exposed to the role of public relations in society and organizations, as well as the major theoretical models that guide the practice of public relations. They will also learn about research methods and tools used in public relations, and develop skills in message development and planning for various communication channels.
Prerequisite(s): Junior standing and COMM 3300. Cross listed with JOMC 6320. 3 credit hours.

Learning Outcomes: Upon successful completion of COMM 6170 Course, students will be able to:

1. Understand basic theories that underlie the practice of public relations;

2. Develop an understanding of research methods used in public relations;

3. Understand how to develop messages for various communication channels;

4. Understand how to plan campaigns and evaluate their effectiveness;

5. Understand ethical issues related to the practice of public relations;

6. Develop skills in writing for public relations purposes;

7. Understand the role of technology in public relations; and

8. Develop an understanding of global issues related to the practice of public relations.

COMM 6170 Course Delivery Modes

COMM 6170 Course delivery modes are defined as the mechanisms through which COMM 6170 Course content is delivered to students. Each of the modes is described below:

COMM 6170 Course Credit Options

Students can register for a section of COMM 6170 Course that is designated as 100% on-campus or 100% online. If there is no option listed, the COMM 6170 Course will be taught using a hybrid delivery mode. Hybrid COMM 6170 Courses use two or more of the delivery modes listed below and will be clearly identified in COMM 6170 Course schedules with an indication of how much time is required for each type of activity. For example: COMM 6170 – Public Relations Concepts and Strategy (3 semester credits) – HYBRID DELIVERY COMM 6170 Course – 60% ONLINE 40% ON-CAMPUS REQUIREMENTS. This means that 60% of the learning activities for this class will be online and 40% will be on-campus requirements.

COMM 6170 Coursework activities such as assignments, exams, discussions and projects may occur online in COMM 6170 Courses taught entirely online or in hybrid COMM 6170 Courses where part of the COMM 6170 Coursework occurs online. These activities are facilitated by technology such as Blackboard and/or Desire2Learn (D2L).

COMM 6170 Coursework activities such as lectures, laboratory work and other hands-on learning experiences may occur on-campus in COMM 6170 Courses taught entirely on campus or in hybrid COMM 6170 Courses where part of the COMM 6170 Coursework occurs on campus.

COMM 6170 Course Faculty Qualifications

COMM 6170 Course Faculty Qualifications COMM 6170 Course Faculty Qualifications – The following minimum qualifications shall apply to faculty teaching COMM 6170 Course: A master’s degree in communications, public relations, or closely related field. Prior teaching experience at the college level is preferred. Significant professional experience in public relations is preferred. *Instructors with no college-level teaching experience will be required to complete a Training for Online Adjunct Faculty (TOAF) workshop prior to teaching an online COMM 6170 Course for the first time.

Other Prerequisites for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170) Other Prerequisites Other Prerequisites – Students must have access to a computer with Internet access and Microsoft Office, including Word, Excel, and PowerPoint. Students must also have an e-mail address that they check regularly. *Students may purchase Microsoft Office through a special partnership between Microsoft and Salt Lake Community College at a reduced cost of $99 by going to https://www.microsoftstoreonlineedu.com/slcc/.

COMM 6170 Course Description for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170) COMM 6170 Course Description COMM 6170 Course Description – COMM 6170 Course examines public relations as an integrated communications function and profession within corporate organizations, non-profit organizations, government agencies, educational institutions, and other types of organizations engaged in business or societal affairs within the United States and globally. The COMM 6170 Course provides students with opportunities to learn and practice public relations principles, concepts, values and skills that are essential for success in the public relations field. The COMM 6170 Course will cover key topics such as understanding communication theory; identifying the role of public relations within organizational communication; developing effective public relations campaigns; building relationships with various publics through various channels; managing crisis situations; using social media in public relations; using research tools to assess organizational relationships with its various stakeholders; evaluating the effectiveness of public relations campaigns based on various research techniques; identifying legal issues that impact strategic decision making related to organizational communication; identifying ethical issues that impact strategic decision making related to organizational communication; assessing the impact of technological advances on organizational communication strategies; assessing ethical issues associated with digital marketing communications practices; analyzing strategic decision making related to global marketing communications practices.

Textbook Title for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170) Textbook Title Textbook Title – Branding Unbound: The Future of Advertising Sales & Marketing New York: Palgrave MacMillan ISBN# 9781137546823 Author: Hoeffler & Keller In addition: Students will be required to access weekly readings from Digital Sampling of Public Relations Practices book by Patricia Swann http://www.apsu.edu/swann/texts/digital%20sampling%20of%20pr%20practices%202nd%20edn%20preview-2.pdf ISBN # 978-0615694094 Author: Dr. Patricia Swann This text will be available online via Open Educational Resources (OER). Instructions on how to access these resources will be provided during your first week of class..

COMM 6170 Course Syllabus

COMM 6170 Course covers the history, theories, and practices of public relations. Students will apply strategic thinking to create positive relationships with stakeholders by managing communication and generating understanding and support. Prerequisites: COMM 6100. Corequisites: None.

I. Public Relations History and Evolution: An overview of the field of public relations including its development, theory, and research.

A. The Origins of Public Relations: A review of the history of public relations in America with an emphasis on the profession’s relationship to other communication disciplines.

B. Theories of Public Relations: An examination of various theories that have influenced the practice of public relations including those related to propaganda, two-step flow, agenda-setting, uses and gratifications, social responsibility, and stakeholder management.

II. Strategic Planning for Public Relations: An introduction to the process of developing a public relations program including research, goal setting, planning, implementation, and evaluation.

A. Research in Public Relations: A survey of research methods used in public relations including surveys, focus groups, content analysis, ethnography, and case studies.

B. Goal Setting in Public Relations: A discussion of how to set goals for a public relations program based on organizational objectives.

C. Planning for Public Relations: An overview of the elements of a public relations plan including situation analysis, objectives, strategies, tactics, budgeting, and timelines.

D. Implementation and Evaluation of Public Relations Programs: A look at how public relations programs are put into action and how their effectiveness is measured.

III. Ethics and Law in Public Relations: A review of the ethical principles that guide the practice of public relations as well as an examination of legal issues that impact the profession.

A. Ethics in Public Relations: A discussion of the ethical principles that guide the practice of public relations including those related to accuracy, objectivity, fairness, honesty, responsibility, transparency, and confidentiality.

Suggested COMM 6170 Course Resources/Books

COMM 6170 Course will provide students with a broad understanding of public relations theory and its application in the field. Students will learn how to conceptualize and design public relations programs that achieve their goals, as well as how to measure the effectiveness of their efforts. Other topics include: research methods, ethics, crisis communication, campaigns and issues management.

COMM 6170 Course Textbook:

The Practice of Public Relations, 12th edition by Fraser P. Seitel

COMM 6170 Course Practicum Journal

Day 1:
1. Reviewed the syllabus and COMM 6170 Course materials.
2. Completed the “Getting Started” unit, which included an introduction to the COMM 6170 Course, an overview of the public relations process, and a review of the public relations case study.
3. Completed the “Research” unit, which included a review of the different types of research used in public relations and an overview of the steps in the research process.
4. Completed the “Planning” unit, which included an overview of the planning process and a review of the different types of plans used in public relations.
5. Completed the “Writing” unit, which included a review of the different types of writing used in public relations and an overview of the writing process.

Suggested COMM 6170 Course Resources (Websites, Books, Journal Articles, etc.)

Rosenfeld, Larry. (2012). Introduction to public relations: A values-driven approach. New York: Longman.

Sellnow, Timothy L., & Ulmer, Robert R. (2012). Public relations: A value-driven approach (4th ed.). Upper Saddle River, NJ: Prentice Hall.

COMM 6170 Course Project Proposal

The purpose of this project is to develop a public relations campaign for an organization of the student’s choosing. The campaign should be designed to address a specific problem or opportunity facing the organization. Students will research the organization, its publics, and the situation facing the organization. Students will then develop objectives for the campaign, and finally design and implement a campaign. Students will be required to submit a written report documenting their research, objectives, strategy, tactics, and evaluation.

Organization:
Samaritans of Singapore

Situation Analysis:
Since its inception in 2003, Samaritans of Singapore (SOS) has been committed to providing confidential emotional support to individuals who are in emotional distress, experiencing difficulties in coping or suicidal.

In recent years, SOS has seen an increase in the number of callers seeking help due to stress from various aspects of their lives. Financial stress has been cited as one of the main reasons for suicide cases in Singapore. According to a study done by Yong Loo Lin School of Medicine and Duke-NUS Medical School in 2017, 4 in 10 suicides were due to financial reasons.

SOS would like to launch a public relations campaign to increase awareness of the helpline and reduce the stigma associated with seeking help for financial stress.

COMM 6170 Course Practicum

The COMM 6170 Course will offer students the opportunity to apply the concepts learned in COMM 6170 to a public relations situation. Students will work with an organization on a public relations project, including developing and implementing an integrated communication plan. Students will complete written reports and present their findings orally to the class and client. Prerequisites: COMM 6170.

Related COMM 6170 Courses

is a required COMM 6170 Course for students in the public relations specialization.

COMM 6130 – Introduction to Advertising* (3 semester credits) COMM 6170 Course covers the history, functions and applications of advertising. Students learn about the elements of effective advertising; its place in the marketing mix; and the role it plays in today’s global business environment.

COMM 6155 – Writing for Advertising and Public Relations* (3 semester credits) Writing for Advertising and Public Relations is a writing-intensive COMM 6170 Course that teaches students to write copy for print and online ad campaigns as well as public relations campaigns. COMM 6170 Coursework will include online research, competitive analysis, target audience profiling, brainstorming sessions, and ad agency presentations. Students will apply their knowledge by creating an integrated communications campaign on behalf of a real-world client.

COMM 6180 – Creative Strategy & Planning* (3 semester credits) Creative Strategy & Planning uses case studies, lectures, and small group exercises to explore an advertising agency’s role as an integrator of brand messages across all communication channels—traditional media as well as digital platforms such as web sites, social networks, games, mobile applications, ambient experiences and so on. The COMM 6170 Course is structured around two key activities: exploring how best to understand a brand through the lens of customer insight; then creating a brand platform that guides development of creative strategy across multiple touchpoints and media.

Midterm Exam

Instructions: Answer each of the following essay questions. Please use a separate sheet for your answers. Your exam should be double spaced, using 12 point font, and should not exceed five pages (excluding the cover page and references). Please number each of your answers as they correspond with the questions below. You may use resources to complete this exam; however, you must cite all of your sources in APA format. You are expected to use proper grammar, spelling, and punctuation throughout the exam. This examination is worth 100 points and is due on October 24th at 5:00pm EST via Blackboard.

1) A growing number of public relations practitioners are pursuing careers in which they work independently (i.e., as sole proprietors or independent contractors). Why do you think that is? What are some advantages and disadvantages to pursuing a career in independent public relations? [20 points]

2) The American Association of Public Relations Counsel (AAPRC) has developed a Code of Ethics for public relations counsel (i.e., independent practitioners). Review this code at http://www.prsa.org/AboutPRSA/EthicsCenter/EthicsOpinions/PRCAOpinion/index.html#02-06 . Based on your understanding of ethics and public relations, do you think that this code covers all ethical situations that an independent practitioner would encounter? If not, what else should be included? Explain your answer(s). [25 points]

3) In 2011, United Airlines experienced a significant crisis when its baggage handlers damaged musician Dave Carroll’s $3,500 guitar after he checked it on his flight from Halifax to Omaha for his band’s next concert stop. After United failed to respond to three letters from Carroll asking for reimbursement, he decided to write a song about his experience called “United Breaks Guitars” and post it on YouTube (http://www.youtube.com/watch?v=5YGc4zOqozo ). The video went viral and has been viewed more than 10 million times (http://www.youtube-mp3x.com/?q=united+breaks+guitars ).

a) Why do you think that Carroll’s video went viral? How might this situation have been handled differently by United Airlines if the company had used public relations effectively? [20 points]

b) Do you believe that the way in which Carroll handled this situation was ethical? Justify your response based on your understanding of ethics in public relations practice. [15 points]

What Should Students Expect to Be Tested from COMM 6170 Course Midterm Exam

Some of the topics that could be covered on the midterm exam for COMM 6170 Course include public relations concepts, strategies, and tools; public opinion research; media relations; and public relations campaigns.

How to Prepare for COMM 6170 Course Midterm Exam

1. Review the COMM 6170 Course textbook and lecture notes. Identify key concepts, theories, and strategies discussed in the COMM 6170 Course.

2. Review the midterm exam study guide. Make sure you understand each of the topics that will be covered on the exam.

3. Take practice quizzes and exams. There are many online resources that offer practice quizzes and exams for COMM 6170. Taking practice quizzes will help you identify any areas where you need further study.

4. Get plenty of rest the night before the exam. You want to be well-rested so that you can do your best on the midterm exam.

Midterm Exam Questions Generated from Top 100 Pages on Bing

1. What is the definition of public relations?

2. What are the goals of public relations?

3. How does public relations differ from advertising?

4. What are the main methods used in public relations?

5. What are some common public relations techniques?

6. What are some common public relations tools?

7. What are some common public relations strategies?

8. What are some common public relations tactics?

Midterm Exam Questions Generated from Top 100 Pages on Google

1. What is public relations?

Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

2. What are the goals of public relations?

The goals of public relations are to build relationships, communicate effectively, and create mutual understanding between organizations and their publics.

3. What are the different types of publics?

There are four different types of publics: primary, secondary, internal, and external.

4. What is the difference between mass communication and public relations?

Mass communication is a one-way process where organizations communicate with large audiences through mass media channels such as television, radio, and print. Public relations is a two-way process where organizations build relationships with their publics through mutual understanding and communication.

Final Exam

**How do you use public relations as a strategic tool in an organization?**

Organizations use public relations as a strategic tool to communicate with their stakeholders and build relationships. Public relations can be used to promote an organization’s products, services, or image; to build relationships with customers, employees, or other stakeholders; or to manage crisis situations.

What Should Students Expect to Be Tested from COMM 6170 Course Final Exam

COMM 6170 Course final exams for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) will cover the material covered in class lectures, readings, and discussions. Students can expect to be tested on their knowledge of public relations theories and concepts, as well as their ability to apply these concepts to real-world situations. Additionally, students may be asked to analyze case studies or create their own public relations campaigns.

How to Prepare for COMM 6170 Course Final Exam

1. Review all COMM 6170 Course materials including lecture notes, handouts, and textbooks.
2. Make a study guide that covers all of the main topics from the COMM 6170 Course.
3. Study with a group or partner and go over the material together.
4. Take practice exams to get familiar with the types of questions that will be on the final exam.

Final Exam Questions Generated from Top 100 Pages on Bing

1. What are the three types of publics that an organization must manage?
2. What is the role of public relations in organizational communication?
3. What are the four basic principles of public relations?
4. What is the difference between a press release and a media advisory?
5. How can public relations be used to manage crisis situations?

Final Exam Questions Generated from Top 100 Pages on Google

1. What is the role of public relations in an organization?

2. What are the goals of public relations?

3. What are some strategies for creating successful public relations campaigns?

4. What are some common pitfalls to avoid when planning and executing public relations campaigns?

5. How can public relations be used to manage crises?

Week by Week COMM 6170 Course Overview

COMM 6170 Week 1 Description

COMM 6170 Course explores the theory and practice of public relations in organizational settings. Students will learn to analyze publics and craft strategies to manage relationships with those publics. The COMM 6170 Course will also cover the role of research in public relations and the use of various communication tools and tactics.

COMM 6170 Week 1 Outline

Week 1: Overview of the Field of Public Relations

Lecture 1: Introduction to Public Relations (PR)

What is public relations? How is it defined? What are its goals? Its objectives? Its strategies? Its tactics?

What are the different types of public relations? What are the differences between them?

What are some of the most important PR campaigns in history? Why were they successful?

Lecture 2: The History of Public Relations

What are the origins of public relations? When did it first begin? Who are some of the most important figures in PR history?

How has public relations evolved over time? What are some of the most important changes that have taken place in the field of PR?

What trends are currently shaping the field of public relations? What will public relations look like in the future?

COMM 6170 Week 1 Objectives

*Note: Although COMM 6170 Course was designed for practitioners, the concepts and strategies taught in COMM 6170 Course can also be used by academics who teach public relations COMM 6170 Courses at both the undergraduate and graduate levels.

**Note: COMM 6170 Course has been approved for transfer credit to the Graduate School of Management at Pepperdine University.

The objectives of COMM 6170 Course are to:

1. Introduce students to the field of public relations and its history, evolution, and current state.

2. Teach students the basic concepts and strategies of public relations.

3. Help students understand the role of public relations in organizational communication.

4. Prepare students to plan and execute public relations campaigns.

COMM 6170 Week 1 Pre-requisites

(Spring 2017) will be available online on January 10, 2017. Please log into the Blackboard learning management system to access the COMM 6170 Course and start your reading, viewing and writing assignments.

https://blackboard.wustl.edu/webapps/login/

COMM 6170 Week 1 Duration

**Week 1** | **Chapter 1: Fundamentals of Public Relations** |
| — | — |
| [Day 1](../Unit01/U1-L1.md) | COMM 6170 Course Introduction, Prerequisites, and Objectives |
| [Day 2](../Unit01/U1-L2.md) | **Read Chapter 1 & Take Chapter 1 Quiz** |
| Day 3 | Discuss Chapter 1 – Practice Using Key Terms from the Textbook & Complete Worksheet in Canvas: Key Terms in Public Relations
Review COMM 6170 Course Schedule
Explore Canvas and the Commons |
| Day 4 | Class Cancelled – Go to the Blackboard Commons and Join a Professional Organization
*If you are having trouble joining a professional organization, see your instructor.*
*You should also be sure to join one of the student organizations on campus that are related to public relations.*
*Note: If you are a graduate student, you should join at least two professional organizations.*
Complete Worksheet in Canvas: Explore PRSSA and PRSA
Introduce Journaling Activity for Future Completion (Assigned as Module 5 Journal Entry)
[Submit Unit 01](https://psu.instructure.com/COMM 6170 Courses/1866869/quizzes/3321903?module_item_id=56718074)|
| Assignment Due This Week | [Unit 01](https://psu.instructure.com/COMM 6170 Courses/1866869/quizzes/3321903?module_item_id=56718074) – Complete Worksheets in Canvas: Key Terms in Public Relations; Explore PRSSA and PRSA; Join a Professional Organization; Introduce Journaling Activity for Future Completion (Assigned as Module 5 Journal Entry) due by Day 7 at 11:59 p.m. ET.
[Chapter 1 Quiz](https://psu.instructure.com/COMM 6170 Courses/1866869/quizzes/3322382?module_item_id=56720669) due by Day 7 at 11:59 p.m. ET.
[MyPRLab Access](https://myprlab-psu.vitalsource.com/#/) with access code due by Day 7 at 11:59 p.m. ET.
[Journaling Activity](../Unit05/U5-L3-JournalingActivityInstructionsFirstYearStudentsSpring2020V1forC6170Comm6170PublicRelationsConceptsandStrategySpring2020OnlyVersion1forPostingtotheCOMM 6170 CourseSiteonCanvasbyDrRuthAnnLaronon12February2020with embedded video link added on 12 February 2020 after consultation with Dr Ruth Ann Laron on 12 February 2020 at 1045am). Due by Day 7 at 11:59 p.m. ET.
[Submit your REQUIRED participation for this week.](https://psu.instructure.com/COMM 6170 Courses/1866869/modules) Participation is REQUIRED each week of the COMM 6170 Course.

*Please note that all assignments must be submitted via Canvas unless otherwise specified*. If an assignment is not submitted through Canvas it will not be graded.*

COMM 6170 Week 1 Learning Outcomes

What students will learn in COMM 6170 Course:

– Understand the scope and history of public relations, including its evolution and practice in the United States and internationally
– Understand the function of public relations within an organization, including its role in marketing, advertising, media relations, and crisis communication
– Understand the ethical considerations involved in public relations practice
– Understand the process of public relations planning, including research, goal setting, strategy development, and implementation
– Understand the various publics that organizations must manage in their public relations efforts, including primary and secondary audiences, internal and external stakeholders, and the news media
– Understand the various communication tools and tactics used in public relations, including press releases, media relations, special events, speaking engagements, and social media

COMM 6170 Week 1 Assessment & Grading

1. Answer each of the following questions with a thoughtful and comprehensive response. Your responses should demonstrate that you have read and understood the lesson materials for this week. Include specific examples from the lesson readings, your own experiences, or from other sources to support your responses. The total length of your responses should be approximately 500 words (two double-spaced pages).

2. Please save your work in a single Microsoft Word document (.doc or .docx) or Rich Text Format (.rtf) file, and upload it through the link provided on the COMM 6170 Course Content page. Remember to include a cover sheet that lists your name, student ID number, COMM 6170 Course number and title, instructor’s name, and assignment title. Please note that if you do not follow these instructions exactly, I may not receive your work. If I do not receive it, you will automatically receive an “F” on this assignment (no exceptions).

3. Please proofread your work carefully before submitting it. Poorly written answers will receive a lower grade than those with good grammar and clear organization. Answers should be complete and well-developed; incomplete answers will receive partial credit only. Use complete sentences; avoid brief phrases unless they are part of a direct quotation from one of the required readings or other resources for COMM 6170 Course.*

4. The due date for this assignment is listed in the COMM 6170 Course Calendar on Blackboard Learn under “COMM 6170 Course Materials.” The assignment must be submitted by 11:59 p.m., Central Time on that date in order to earn credit.* Extensions will not be given without prior approval from me (see Extension Policy below). You may submit an earlier draft for feedback at any time before the due date/time; however, only those drafts received by me at least 24 hours before the due date/time will be reviewed and returned to you with comments prior to the due date/time.* All late submissions will be penalized 10 points per day (including weekends) up to three days late.* After three days late, you will automatically earn an “F” on this assignment (no exceptions).* Do not wait until the last minute to submit your work!* You can prevent technical problems that might cause a late submission by submitting your work well in advance of the deadline.* Do not email me asking for an extension after the due date has passed; I cannot grant one retroactively.* *Please note: It is each student’s responsibility to carefully review all policies regarding assignments and exams as described in this syllabus and on Blackboard Learn under COMM 6170 Course Home > COMM 6170 Course Information > COMM 6170 Course Policies > Assignment Policies & Guidelines.* If you have any questions about these policies, please let me know right away so we can discuss them further.*

COMM 6170 Week 1 Suggested Resources/Books

required for Master of Arts in Communication and a free online COMM 6170 Course available from American University: https://www.COMM 6170 Coursera.org/learn/public-relations

Assignments

Week 1 Discussion Questions: Findings from the Institute for Public Relations (IPR) 2016 Global Communications Report. Read the “Findings from the Institute for Public Relations (IPR) 2016 Global Communications Report,” then discuss your thoughts about the findings presented in this report. What are your thoughts about how public relations has changed over time? How do you see public relations changing in the future? How can public relations practitioners stay abreast of changes in technology and continue to evolve to meet these new challenges? Also, what questions do you have regarding these findings? https://instituteforpr.org/wp-content/uploads/2016/09/IPR_GlobalCommunicationsReport_2016.pdf

Week 1 Journal Entry 1: Defining Public Relations Practice-Theoretical Perspectives In this journal entry, you will explore how some PR scholars define public relations practice and will compare and contrast their definitions with each other as well as your own definition of public relations practice. In addition, you will also describe whether or not you believe that each theory is relevant to today’s PR practice or not and why or why not. Finally, using all that you have read in this week, develop your own definition of public relations practice and describe how each definition is unique and why they are unique. Requirements: Your journal entry should be at least 500 words long and include at least two external references (in addition to your textbook). Cite all sources using APA style citations both in text and on a reference page that should be included after your journal entry. Please note that no late journal entries will be accepted for credit!

COMM 6170 Week 1 Assignment (20 Questions)

This assignment is due the Sunday of Week 1 by 11:59 pm. This is a closed-book, closed-notes examination. No collaboration of any kind is permitted. You have three hours to complete this exam. Each question has equal value. Please be sure to number your answers clearly. Good luck!

1. Define public relations and discuss its role in organizational communications. (20 points)

2. Explain the difference between publics and audiences. Give an example of each. (20 points)

3. Discuss the different types of public relations campaigns and explain when each might be used. (20 points)

4. What are the steps in the public relations process? Explain each step and provide an example. (20 points)

5. What are some common tools and techniques used in public relations? Explain each and provide an example. (20 points)

6. What are some common objectives of public relations campaigns? Explain each and provide an example. (20 points)

7. What are some common evaluation methods used in public relations? Explain each and provide an example. (20 points)

8. Discuss the different types of publics that organizations communicate with and give an example of each. (20 points)

9. Discuss the different types of messages that organizations communicate to their publics and give an example of each. (20 points)

10. What are some common channels of communication used in public relations? Explain each and provide an example. (20 points)

COMM 6170 Week 1 Assignment Question (20 Questions)

1. Define public relations and discuss its role in an organization.
2. What is the difference between public relations and marketing?
3. Explain the importance of research in public relations.
4. Discuss the various publics that an organization must consider when planning its public relations activities.
5. Describe the steps involved in planning a public relations program.
6. Discuss the various methods used to measure the effectiveness of public relations programs.
7. Explain the role of ethics in public relations.
8. Discuss the various types of communication used in public relations.
9. What are the elements of a news release?
10. What are some tips for writing effective news releases?
11. What are some common pitfalls to avoid when writing news releases?
12. What is a pitch letter?
13. What are some tips for writing effective pitch letters?
14. What is a press kit?
15. What are some common elements of a press kit?
16. How can public relations be used to influence the news media?
17. What are some common pitfalls to avoid when dealing with the news media?
18. What is a crisis?
19. How can public relations help an organization manage a crisis?

COMM 6170 Week 1 Discussion 1 (20 Questions)

1. What is public relations?

2. What are the goals of public relations?

3. What is the difference between public relations and marketing?

4. What is the difference between public relations and advertising?

5. What are the different types of public relations?

6. What are the tools of public relations?

7. What are the methods of public relations?

8. What are the techniques of public relations?

9. What are the benefits of public relations?

10. What are the challenges of public relations?

COMM 6170 Week 1 DQ 1 (20 Questions)

COMM 6170 Week 1 DQ 2 (20 Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170)

COMM 6170 Week 2 DQ 1 (20 Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170) COMM 6170 Week 2 DQ 2 (20 Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170)

COMM 6170 Week 3 DQ 1 (20 Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170) COMM 6170 Week 3 DQ 2 (20 Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170)

COMM 6170 Week 4 DQ 1 (20 Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170) COMM 6170 Week 4 DQ 2 (20 Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits)

COMM 6170 Week 1 Discussion 2 (20 Questions)

Week 1 Discussion 1, please address the following questions:

1. What are the objectives of public relations? What are the different types of objectives? How do you measure success in meeting these objectives? Give an example of a public relations campaign or program and how it was measured.
2. Describe what you consider to be an ethical issue in public relations. How would you handle this situation? Would your solution be the same if you were working for a for-profit organization as opposed to a non-profit or government agency? Why or why not?
3. Explain what you believe is the role of research in public relations. How might research be used in each of the four basic functions of public relations? Give an example of how research might be used in each function.
4. Define what is meant by two-way symmetrical communication and explain its importance in public relations. Give an example of a situation where two-way symmetrical communication would be appropriate.
5. Define what is meant by publicity and explain its advantages and disadvantages as a public relations tool. Give an example of a situation where publicity would be appropriate.
6. Explain what is meant by image and why it is important in public relations. Describe how image might be improved through the use of public relations tools and techniques.
7. Explain what is meant by reputation and why it is important in public relations. Describe how reputation might be improved through the use of public relations tools and techniques.
8. Define what is meant by crisis and explain its importance in public relations. Describe how crisis might be handled through the use of public relations tools and techniques.
9. Explain what is meant by issues management and its importance in public relations. Describe how issues management might be handled through the use of public relations tools and techniques.
10. Define what is meant by stakeholder analysis and its importance in public relations. Describe how stakeholder analysis might be used in planning a public relations program or campaign

COMM 6170 Week 1 DQ 2 (20 Questions)

1. How did the global economic recession affect the advertising industry?

2. What are some of the major challenges that the advertising industry is facing today?

3. How has the growth of digital media affected the advertising industry?

4. What are some of the major trends that are affecting the advertising industry today?

5. How has the growth of social media affected the advertising industry?

6. What are some of the major challenges that the advertising industry is facing when it comes to social media?

7. What are some of the major trends that are affecting the advertising industry when it comes to digital media?

8. How has the growth of mobile devices affected the advertising industry?

9. What are some of the major challenges that the advertising industry is facing when it comes to mobile devices?

10. What are some of the major trends that are affecting the advertising industry when it comes to mobile devices?

COMM 6170 Week 1 Quiz (20 Questions)

(You can find the right answer by clicking on the question)

1. Of the following, which is NOT a definition of public relations?

“The practice of managing communication between an organization and its publics.” (Cohn & Atkin, 2010). PR is the pursuit of mutual understanding between an organization and its key publics. The field of public relations has been called a “two-way street.” PR has been defined as creating a shared environment between organizations and their various publics.

2. As described by Wilcox, Ault and Agee (2012), what is NOT one of the six steps involved in the strategic planning process?

Setting goals Identifying objectives Defining strategies Budgeting Evaluating results Planning media coverage All of the above are steps in the strategic planning process.

3. As described by Wilcox, Ault and Agee (2012), what is the final step in the strategic planning process?

Evaluating results Planning media coverage Budgeting Setting goals Defining strategies All of the above are steps in the strategic planning process.

4. Which of these factors would NOT be considered part of a company’s internal environment?

Competitors Media stakeholders Governmental agencies The general public Customers None of these are part of a company’s internal environment. All are part of a company’s external environment. 5. According to Wilcox, Ault and Agee (2012), which one of these factors is NOT considered part of a company’s external environment? The general public Governmental agencies Competitors Customers Media stakeholders None of these are part of a company’s internal environment. All are part of a company’s external environment. 6. According to Wilcox, Ault and Agee (2012), which type of environmental scanning is done to predict or anticipate changes in an organization’s external environment that might have an impact on its plans or operations? Defensive scanning External scanning Competitive scanning Proactive scanning Reactive scanning 7. Which type(s) of environmental scanning do(es) NOT focus on past events or current conditions? Competitive scanning Proactive scanning Defensive scanning Reactive scanning External scanning 8. Which term refers to relationships that develop when two or more parties interact with each other repeatedly over time to accomplish common goals? Communication Stakeholder Public Relations Interaction dyad 9. According to Wilcox, Ault and Agee (2012), which term refers to any individual or group that can affect or be affected by an organization’s ability to achieve its objectives? Stakeholder Public Relations Dyad Interaction Communication 10 . As described by Wilcox, Ault and Agee (2012), which term refers to two people who interact with each other for some purpose? Interaction dyad Dyadic relationship Stakeholder relationship dyad Stakeholder dyad 11 . In order for two people in a dyadic relationship to achieve communication competence they must learn how to: Interpret nonverbal messages Manage conflict Listen effectively Send clear messages All four 12 . According to Wilcox, Ault and Agee (2012), which term refers to “the unique set of beliefs, values, traditions, norms, behaviors and symbols that members share”? Organizational culture Corporate identity Organizational climate Socialization 13 . What does it mean when we say that organizations have formal structures? That every aspect about them has been planned out formally That their organizational culture has been shaped by formal interactions That there is little variation from one organization member to another That they have less bureaucracy than organizations without formal structures 14 . Which term refers to rules established by those who control an organization? Norms Values Traditions Rituals 15 . Which value has become increasingly important as cultural diversity has increased within our society? Individualism Conformity Materialism Autonomy 16 . When talking about organizational socialization new employees are expected to: Adopt their supervisor’s values Be themselves Be like everyone else Attend training 17 . According to Wilcox, Ault and Agee (2012), what kind(s) or type(s) of behavior do most organizations consider inappropriate workplace behavior ? Sexual harassment Physical aggression Intimidation Threatening language Bullying All five 18 . As described by Wilcox, Ault and Agee (2012), what kind(s) or type(s) of workplace romance might lead managers in some organizations to forbid romantic relationships at work altogether ? Supervise/subordinate dating Cross-department dating Dating outside your chain Dating co-workers 20 years apart 19 . As described by Wilcox, Ault & Agee (2012), what kind(s) or type(s) of workplace romance might lead managers in some organizations not only permit but also encourage romantic relationships at work ? Cross-department dating Supervise/subordinate dating Dating outside your chain Dating co-workers 20 years apart 20 . According to Wilcox et al., which one or more terms refer(s) to individuals who influence organizational decision making but do not make decisions themselves but instead influence those who do make decisions through legitimized power , coercive power , reward power , expert power , referent power , information power or connection power ? Board members Top managers Middle managers Nonmanagerial employees Customers 21 . Based on COMM 6170 Course reading material, explain why you think top executives should establish ethical guidelines for their employees even if they themselves never break laws because “the ability for top executives to exercise ethical leadership depends on all employees believing that ethical behavior is valued at every level within the firm.” 22 . Based on COMM 6170 Course reading material , explain how each one below can increase his/her own accountability: 23 1 ) 2 ) 3 ) 4 ) 24 5 ) 6 ) 7 ) 8 ) 25 9 ) 10 ) 11 ) 12 ) 26 13 ) 14 ) 15 ) 16 ) 27 17 ) 18 ) 19

COMM 6170 Week 1 MCQ’s (20 Multiple Choice Questions)

1. The following is an example of ________.

A) a secondary source of information
B) internal communication
C) a source of primary information
D) an unreliable source of information

2. Which of the following refers to “a planned process for creating and maintaining mutual understanding between an organization and its publics”?

A) Internal communication
B) Public relations
C) Marketing
D) Advertising

3. Which of the following is NOT one of the five core functions of public relations, as identified by the Public Relations Society of America (PRSA)?

A) Research
B) Planning
C) Implementation and evaluation
D) Sales

4. According to the PRSA, which of the following is NOT one of the four skills that every public relations professional should possess?

A) Writing
B) Researching
C) Counseling
D) Selling

5. Which of the following refers to “the art and social science of analyzing trends, predicting their consequences, counseling organization leaders and implementing planned programs of action, which will serve both the organization and the public interest”?

A) Public relations
B) Marketing communications
C) Corporate communications
D) Investor relations

COMM 6170 Week 2 Description

In this second week of COMM 6170 – Public Relations Concepts and Strategy, students will examine the role of public relations in organizational communication. Students will learn about the different types of public relations and how they can be used to achieve organizational goals. Additionally, students will learn about the history of public relations and how it has evolved over time. Finally, students will have the opportunity to put what they have learned into practice by developing a public relations plan for an organization of their choice.

COMM 6170 Week 2 Outline

**COMM 6170 Course Description:** Public Relations Concepts and Strategy is a three-credit COMM 6170 Course that focuses on the study of public relations theories and practices. Students will learn about the history and evolution of public relations, its role in society, and its impact on organizations and individuals. The COMM 6170 Course will also cover public relations planning, research, and evaluation; media relations; crisis communication; and special events management.

**Learning Objectives:** Upon successful completion of COMM 6170 Course, students will be able to:

– Understand the history and evolution of public relations
– Understand the role of public relations in society
– Understand the impact of public relations on organizations and individuals
– Plan, research, and evaluate public relations campaigns
– Execute media relations strategies
– Develop crisis communication plans
– Manage special events

COMM 6170 Week 2 Objectives

COMM 6170 Course Goal: The goal of COMM 6170 Course is to introduce students to the field of public relations and provide them with an understanding of its role within the organization. The COMM 6170 Course will also provide students with an overview of the public relations process and how it can be used to achieve organizational goals.

COMM 6170 Course Objectives:

1. Understand the history and evolution of public relations as a profession.

2. Understand the role of public relations within an organization and how it contributes to organizational success.

3. Understand the public relations process and how it can be used to achieve organizational goals.

4. Understand the various strategies and tactics used in public relations and how they can be applied to achieve organizational objectives.

5. Understand the importance of ethics in public relations and how to apply ethical principles in public relations practice.

COMM 6170 Week 2 Pre-requisites

Week 2 Pre-requisites for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits)

In order to ensure that you are adequately prepared for COMM 6170 – Public Relations Concepts and Strategy, please complete the following two prerequisites prior to the start of the COMM 6170 Course:

1. Complete the Week 1 Introduction to COMM 6170 Course.

2. Review the Week 2 Pre-COMM 6170 Course Assignment.

COMM 6170 Week 2 Duration

Week 2: Communicating through Public Relations: Overview of the Field, Process, and History

This week you will begin to explore public relations as a field of study. You will begin to develop a basic understanding of the various aspects of public relations and its function in organizations. In addition, you will be introduced to the history of public relations and some basic concepts associated with public relations. Finally, this week you will learn about ethics in public relations and how important it is for practitioners to maintain ethical standards when working on behalf of their organizations.

* COMM 6170 – Public Relations Concepts and Strategy is a 3-semester credit COMM 6170 Course offered by Columbia Southern University.

COMM 6170 Week 2 Learning Outcomes

1. Develop an understanding of public relations theory and history, including a review of the roots of public relations in the United States, Europe, and other countries.
2. Understand the different models and approaches to public relations and how they are used in various organizational contexts.
3. Understand the role of research in public relations and how it informs strategy and tactics.
4. Develop an understanding of public relations writing, including news releases, backgrounders, pitch letters, op-eds, and other common public relations materials.
5. Understand the use of social media in public relations and how to integrate social media into a comprehensive public relations plan.
6. Develop an understanding of public relations campaigns and how to plan and execute a successful campaign.
7. Understand the role of measurement and evaluation in public relations and how to assess the effectiveness of public relations programs and activities.

COMM 6170 Week 2 Assessment & Grading

(COMM 6170)

All assignments are due by 11:59 pm EST/EDT. All assignments must be submitted through Canvas.
*
Please note: You will have unlimited attempts on all graded assessments. The highest score of each assessment will be used to calculate your final grade. Late work is not accepted without prior approval from the instructor. Incomplete work will result in a lower grade.

Assignment 1: PR Strategy Planning Memo & PR Plan Outline | Due: Sunday by 11:59 pm EST/EDT | Worth 20% of your final grade

After reading the required readings and completing the Week 2 lecture, you will write a 3–4-page PR strategy planning memo and outline for your Public Relations Plan as follows:

1. Executive Summary (1 paragraph). In this section, you should provide an overview of your chosen company, its situation, and what you hope to accomplish with your PR Plan. You may want to briefly touch on the history of your company and highlight any major accomplishments or challenges it has faced in the past. Be sure to address how your company’s current situation has led you to believe that a public relations program is necessary at this time. Finally, explain what you hope to achieve with your PR Plan and what specific objectives you have set for yourself. This section should not exceed one page in length.
2. Situation Analysis (2–3 pages). Your situation analysis should begin with a brief overview of your chosen company’s current public relations program, if one exists. You should then conduct a thorough analysis of your company’s internal and external environment using the tools we discussed in class (SWOT analysis, publics analysis, etc.). Be sure to thoroughly explain your findings and how they relate to your company’s current situation. This section should not exceed three pages in length.
3. PR Plan Outline (1 page). Using the information gathered in your situation analysis, outline the main components of your PR Plan. Be sure to include sections on research, objectives, strategies and tactics, budget, evaluation, and timeframe. This section should not exceed one page in length.

Assignment 2: PR Plan Budget | Due: Sunday by 11:59 pm EST/EDT | Worth 30% of your final grade

After completing your PR Plan Outline, you will develop a budget for your public relations program as follows:

1. Develop a proposed budget for your public relations program using the template provided in this week’s lecture notes (or create your own template). Your budget should be realistic and reflect the objectives, strategies, and tactics you outlined in your PR Plan Outline. Be sure to include a description of each line item in your budget as well as an explanation of how each expense relates to your overall public relations program. This section should not exceed two pages in length.
2. Once you have developed your budget, submit it to the instructor for feedback using the Budget Feedback Form provided in this week’s lecture notes (or create your own feedback form). Be sure to address all areas of concern raised by the instructor before moving on to the next step in the assignment.

Assignment 3: PR Plan Evaluation | Due: Sunday by 11:59 pm EST/EDT | Worth 20% of your final grade

After completing your PR Plan Budget, you will develop an evaluation plan for your public relations program as follows:

1. Develop an evaluation plan for your public relations program using the template provided in this week’s lecture notes (or create your own template). Your evaluation plan should be realistic and reflect the objectives, strategies, and tactics you outlined in your PR Plan Outline as well as the budget you developed in Assignment 2. Be sure to include a description of each evaluation method you plan to use as well as an explanation of how each method will help you assess the effectiveness of your public relations program. This section should not exceed two pages in length.
2. Once you have developed your evaluation plan, submit it to the instructor for feedback using the Evaluation Feedback Form provided in this week’s lecture notes (or create your own feedback form). Be sure to address all areas of concern raised by the instructor before moving on to the next step in the assignment

COMM 6170 Week 2 Suggested Resources/Books

**Textbook: Read Chapters 3 and 4, PR Writing Step by Step (9th edition). The textbook is available for purchase at the KU Bookstore and other online retailers. **

The following additional resources are suggested for students who wish to explore this topic further. Please note that some of these materials may be behind a paywall or require access through your local library:

*Online Articles*
* This “News Release” from St. Jude Children’s Research Hospital is an excellent example of a well-written news release: https://www.stjude.org/about-st-jude/news-releases/2018-medicine.html?sc_icid=wtg-lz1-mktg-comms-newsrelease-stjudechildrensresearchhospital&sc_dcm=242002339&sc_geo=us&sc_rev=745655&gclid=Cj0KCQiA1pyCBhCtARIsAHaY_5fCWfU7IHfTXrbSUWql4tbVfyYU6UgFgqo-anUCpZhDX7OMbyORiqQaAlP4EALw_wcB&gclsrc=aw.ds

* This “News Release” from Coca Cola is an excellent example of a well-written news release: https://www.coca-colacompany.com/stories/coke-zero-sugar-and-cherry-coke-zero-sugar-to sponsor NASCAR for first time

*How to Write a Press Release (with Free Sample Press Release)* https://www.wikihow.com/Write-a-Press-Release

*Books*
*News Releases That Work and Why: How to Write, When to Send, and How to Get Great Publicity From Your News Releases by Marcia Yudkin

*Articles in Academic Journals*
*”The Rhetorical Construction of Press Releases: A Case Study of the ‘Embargoed’ Press Release” by Mark D. Johnson

*Websites*
*The following website provides press release templates that can be used as a guide when writing a press release: https://www.prnewswire.com/newsroom/press-release-templates

COMM 6170 Week 2 Assignment (20 Questions)

1. What is a main difference between public relations and advertising?
2. What are the different types of publics that an organization must consider when developing its public relations program?
3. Define the term “stakeholder” as it relates to public relations.
4. Why is it important for public relations practitioners to understand organizational culture?
5. Explain how the concept of “public relations as a two-way street” applies to the relationship between organizations and their publics.
6. What is the role of research in public relations?
7. What are some methods that public relations practitioners can use to measure the effectiveness of their programs?
8. Define “crisis communication” and explain its importance in public relations.
9. Explain how social media has changed the practice of public relations.
10. Define “publicity” and explain how it differs from advertising.
11. Explain how publicity can be used to achieve different objectives in a public relations program.
12. Describe the different types of news releases and when each type should be used.
13. What are some tips for writing effective news releases?
14. Describe the different types of media relations activities that public relations practitioners can use to promote their organizations and their products or services.
15. What are some tips for working effectively with the news media?
16. Explain what is meant by “earned media” and describe how it can be used to achieve publicity objectives.
17. Describe the different elements of a typical publicity campaign and explain how they work together to achieve publicity objectives.
18. Explain what is meant by “publicity stunts” and describe how they can be used effectively in publicity campaigns.
19. Describe the different types of events that public relations practitioners can use to promote their organizations and their products or services, and explain when each type should be used.
20. Describe the different elements of a successful event and explain how they work together to achieve event objectives

COMM 6170 Week 2 Assignment Question (20 Questions)

(3 semester credits) |
|————————————————————————————————————-|
|1. Define the term “public relations” and discuss how it differs from other forms of communication, including advertising, marketing, promotion, publicity and lobbying. Also discuss how the term has changed over time. |
|2. Discuss why public relations is important to the success of an organization and what challenges organizations face in managing public relations effectively. |
|3. Describe the strategic planning process that underpins successful public relations campaigns and management programs. |
|4. Explain what is meant by stakeholder analysis, and describe its importance in developing effective public relations strategies and campaigns. |
|5. Define target audience and explain its importance in developing effective public relations strategies and campaigns. |
|6. Explain how public relations practitioners use research in planning their programs, particularly with regard to identifying problems, opportunities, objectives and strategies. |
|7. Describe the various methods that can be used to measure the effectiveness of a public relations program or campaign, including output, outcome and impact measures. |
|8. Discuss how technology has transformed the field of public relations over time, including changing practices such as online media monitoring/measurement tools; social media; online news distribution; digital video; virtual events; e-mail marketing; blogs/microblogs/podcasts/RSS feeds; webcasts/web conferences; “mashups” and mobile marketing tools/applications (e.g., text messaging); search engine optimization (SEO); virtual worlds (e.g., Second Life); Web 2./0 technologies (e.g., social networking sites such as Facebook or Twitter); crowd sourcing (i.e., obtaining ideas from a large number of people who post their ideas on the Internet); wikis (i.e., websites where users are allowed to freely create and edit content); use of Web-based software applications for project management purposes; wikileaks, digital video cameras etc). Describe both advantages and disadvantages associated with these technological advances for PR practitioners as well as stakeholders they work with (e.g., clients, employers). |
|9\. Discuss how organizations can use technology to enhance organizational transparency/accountability by providing timely information about their activities directly to key audiences via a variety of digital channels – e\.g\. , blogs\-\-\-\-\-\-\>Facebook\-\-\-\>Twitter \-\> YouTube \-\> LinkedIn \-\> iTunes \-\> Flickr \-\> Instagram . . . . Also describe some advantages/disadvantages associated with this transparency effort for both organizations/PR practitioners as well as stakeholders they work with $e\.g\. , clients$\. |
|10\. Define crisis communication or crisis management $hint: you may want to refer to page 147$ $define both terms$ $and provide at least 3 examples of crises each$ $from your own experience or from actual cases that you have read about$ . . . then explain why it is important for organizations to have a crisis communications plan in place prior to any type of crisis situation developing $hint: you may want to refer back to Figure 4\.2 on page 146$ $and also think about potential crises that could happen at your organization$ . Also provide some suggestions on what should be included in a crisis communications plan $i\.e\. , pre\-crisis preparation phase & during crisis response phase$ $hint: you may want to refer back to pages 148 & 149$ ? |
|11\. How would you describe preventative crisis communication? Provide an example $\from actual case study or your own experience$ where preventative crisis communication could have helped avoid an actual crisis situation? What are some advantages and disadvantages associated with this preventative approach? Also discuss if there are any ethical considerations associated with using this preventative strategy? |
|12\. Define reputation management $\provide examples from own experience or from actual case studies$ then describe its importance for organizations? What are some advantages/disadvantages associated with reputation management initiatives? Are there any ethical considerations associated with using this type of communication strategy? Why or why not? |
|13\. Define risk communication $\provide examples from own experience or from actual case studies$ then describe its importance for organizations? What are some advantages/disadvantages associated with risk communication initiatives? Are there any ethical considerations associated with using this type of communication strategy? Why or why not? |
|14\. How would you define online community building $\provide examples from own experience or from actual case studies$ then describe its importance for organizations? What are some advantages/disadvantages associated with online community building efforts? Are there any ethical considerations associated with using this type of communication strategy? Why or why not? \\*Note: Since we will be discussing online communities later in the semester I do not expect you go into great detail here – just briefly describe what they are & why they matter . \\* \\*Here is a list of common types of online communities: forums -> discussion boards -> chat rooms -> webinars -> virtual worlds -> social networking sites -> microblogs -> wikis \\*Here is link describing 5 types http://www\\.-blog\\.-comscore\\.-com/?p=1821 \\*Here is another link describing 4 types http://www\\.-forbes\\.-com/sites/ciocentral/-2012/-02/-15/-four-types-of-online-communities/- \\*Here is another link describing 10 types http://www\\.-mycustomer\\.-com/-articles/-emailsocialmedia/-291750\/10-types-of-online-communities-.html#sthash\\.-bHtEq0Qy\-dpuf + 15 more items…
~ 25 total items.. \\* || 15 points possible || Due date 9\/8 midnight || Assignment instructions: For each question please include brief but thoughtful responses that address each part of each question specifically – i\.e don’t just answer one part while ignoring others \) Please use proper grammar & spelling when responding – no bullet points please! Answers must be submitted via Blackboard – late assignments will NOT be accepted! You can also use other resources besides our textbook if you wish but only ONE resource per question please! Be sure reference any outside resources used via APA style notation at end of each response! ** 20 questions @ 1 point each = 20 points total ** Your answers should clearly reflect that you have read & understood chapters 1 & 2 very carefully! || Assignments must be submitted via Blackboard Turnitin before midnight on 9\/8 duedate || Rubric Criteria: Written Communications Rubric Student Name : COMM 6170 PR Concepts &; Strategy Grade Value : 711 = A Rubric Criteria Ratings Pts This criterion is linked to a Learning OutcomeWritten Communications Outstanding Achievement 5 pts This criterion is linked to a Learning OutcomeWritten CommunicationsGreat Achievement 4 pts This criterion is linked to a Learning OutcomeWritten CommunicationsSatisfactory Achievement 3 pts This criterion is linked to a Learning OutcomeWritten CommunicationsLimited Achievement 2 pts This criterion is linked to a Learning OutcomeWritten CommunicationsPoor Achievement 1 pt This criterion is linked to a Learning OutcomeWritten CommunicationsUngradedCriterion description 0 pts Total Points: 5 || COMM 6170 Week 2 Assignment Question (20 Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170) (3 semester credits)

COMM 6170 Week 2 Discussion 1 (20 Questions)

COMM 6170 Week 2 Discussion 1 (20 Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170)

1. What are the main concepts of public relations as you see them? List and describe four of these.

2. How would you explain the differences between publicity, advertising, and public relations?

3. Why is research an important part of public relations? What are some of the different types of research that might be used in public relations?

4. What is planning, and why is it important in public relations? What are the steps involved in planning a public relations program?

5. What are some of the different ways that public relations can be used to achieve organizational goals? Give examples of each.

6. What is crisis communication, and what are some best practices for handling a crisis situation?

7. How can public relations be used to build relationships with key stakeholders? Give examples of how this might be done.

8. What is reputation management, and why is it important in public relations? What are some strategies that can be used to manage an organization’s reputation?

9. What role does ethics play in public relations? What are some ethical considerations that should be taken into account when planning and executing a public relations program?

10.What are some of the different channels that can be used to deliver public relations messages? Which do you think is most effective, and why?

COMM 6170 Week 2 DQ 1 (20 Questions)

How do the various types of advertising strategies differ from each other? What are some of the advantages and disadvantages of each? How does a company decide which type of advertising strategy to use?

2. How does the public relations process work? What are the steps involved in planning and executing a public relations campaign?

3. What are some of the different techniques that can be used to evaluate the effectiveness of a public relations campaign?

4. How can public relations be used to manage crisis situations? What are some of the different ways that public relations can be used to manage crisis situations?

5. What is corporate social responsibility? What are some of the different ways that companies can engage in corporate social responsibility?

COMM 6170 Week 2 Discussion 2 (20 Questions)

COMM 6170 Week 2 Discussion 1 (20 Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170)

I need the answers to these two discussion boards. Please let me know if you can do it. I will pay you $60.

COMM 6170 Week 2 DQ 2 (20 Questions)

1.1 Discuss the nature and significance of public relations.

Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Public relations can be used to build awareness, understanding, and goodwill among an organization’s various publics.

2.1 Define the term “public.”

A public is any group or individual with whom an organization communicates. An organization’s publics can be internal (employees, shareholders) or external (consumers, media, government).

3.1 Discuss the concept of “stakeholders.”

A stakeholder is any person or group that has a vested interest in an organization or its activities. Stakeholders can be internal (employees, shareholders) or external (consumers, media, government).

4.1 Explain the difference between a “primary” and “secondary” public.

A primary public is a group or individual that has a direct impact on an organization’s ability to achieve its objectives. A secondary public is a group or individual that does not have a direct impact on an organization’s ability to achieve its objectives but may be affected by the organization’s actions.

5.1 Discuss the concept of “agenda setting.”

Agenda setting is the process by which the media determines what stories to cover and how much coverage to give them. Agenda setting theory posits that the media has a significant influence on the issues that are important to the public.

6.1 Explain the difference between “reactive” and “proactive” public relations.

Reactive public relations is responding to events as they occur. Proactive public relations is planning ahead and taking action to prevent potential problems from occurring.

7.1 Discuss the concept of “crisis.”

A crisis is a situation that poses a threat to an organization’s ability to achieve its objectives. A crisis can be caused by internal or external factors.

COMM 6170 Week 2 Quiz (20 Questions)

Question 1
The following is an example of __________________ communication.

A. External.
B. Internal.
C. Downward.
D. Upward.
B. Internal

COMM 6170 Week 2 MCQ’s (20 Multiple Choice Questions)

A. The communication function is _____.

1. planned and integrated with other organizational functions
2. reactive and unplanned
3. primarily concerned with organizational messages to employees, customers, and shareholders
4. responsible for employee morale and motivation

B. A public relations program should be _____.

1. proactive, not reactive
2. a reflection of the organization’s image, goals, and objectives
3. responsive to the environment in which it operates
4. All of the above

C. The concept of public relations as a “management function” means that it should be _____.

1. centrally located within an organization’s structure
2. used to manage all aspects of an organization’s communication activities
3. subordinate to other management functions such as marketing, finance, and human resources
4. responsible for creating and maintaining an organization’s public image

COMM 6170 Week 3 Description

(SPRING 2015)

In COMM 6170 Course, students will be introduced to the field of public relations. Students will learn about the history and evolution of public relations, as well as the various theories and models that guide the practice. Students will also be exposed to the different roles that public relations professionals play in organizations, and the skills and knowledge that are necessary for success in the field.

COMM 6170 Week 3 Outline

—

### Unit 1 – Introduction to Public Relations (1 week)

**Overview:** The COMM 6170 Course begins with an overview of the public relations field, including a review of its history and key concepts. Students will consider the role of public relations in society as well as its impact on individual and organizational relationships. Students will also be introduced to the professional practices of public relations and some of the challenges faced by practitioners today.

**Learning Objectives:** By the end of this unit, students should be able to:
– Define public relations and explain its role in society
– Understand the history of public relations and its impact on contemporary practice
– Discuss the professional practices of public relations and some of the challenges faced by practitioners today
– Explain how public relations can be used to build and maintain relationships between organizations and their various publics

**Topics:**
– What is Public Relations?
– The Role of PR in Society
– The History of PR
– Contemporary PR Practices
– Challenges Facing PR Practitioners

|Lecture|Topic|Reading|Assignment|Quiz|Discussion Board|Exam|Total Points|Due Date|Instructions|Rubric/Criteria|Solution|Weighting|COMM 6170 Course Time %|Possible Grade Impact %|Other Resources or Tips? (optional)|Self Guided COMM 6170 Coursework Time (hours)|Teacher Guided COMM 6170 Coursework Time (hours)|Study Hours Per Week (hours)|Recommendations For Further Reading/Watching (optional)|Links To More Advanced Content (optional)|Additional Information For This Unit (optional)|Comments From The Teacher For This Unit’s Study Guide (optional)|Link To The Syllabus Section For This Unit’s Study Guide (optional)|Link To Any Lecture Notes Or Slides For This Unit’s Study Guide (optional)|Link To Any Additional Readings For This Unit’s Study Guide (optional)|Link To Any Videos For This Unit’s Study Guide (optional)|Link To Any Supplementary Material For This Unit’s Study Guide (optional)|Unsorted Resources And Ideas For This Unit’s Study Guide (optional)|Sorted Resources And Ideas For This Unit’s Study Guide By Topic Or Activity Type (optional – only if different from above, e.g. readings sorted by topic, videos sorted by activity type etc.) – delete this row if not applicable|Additional Comments From The Teacher About How To Approach Studying For This Unit – delete this row if not applicable

|Lecture 1 |What is Public Relations? |The Role of PR in Society |[Introduction to Public Relations](https://www.udemy.com/COMM 6170 Course/introduction-to-public-relations/) |10 questions |0 |0 |10 |Before Lecture 2||[Introduction to Public Relations](https://www.udemy.com/COMM 6170 Course/introduction-to-public-relations/)||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||10%||100%||3 hours per week for 4 weeks||3 hours per week for 4 weeks||7 hours per week||3 hours per week for 4 weeks||

COMM 6170 Week 3 Objectives

*COMM 6170 Course builds on COMM 6160 – Public Relations Theory and Research (3 semester credits) and COMM 6180 – Public Relations Writing and Media Techniques (3 semester credits) to provide students with the skills necessary to create an effective public relations strategy, plan, campaign, or program. It is expected that students have a working knowledge of the basic concepts of public relations before enrolling in COMM 6170 Course.

By the end of COMM 6170 Course, students should be able to:

COMM 6170 Week 3 Pre-requisites

*This is a prerequisite for COMM 6190 – Public Relations Theory and Practice (3 semester credits) (COMM 6190)

COMM 6170 Week 3 Duration

is approximately nine weeks.

Unit 1: Introduction to Public Relations (2 weeks)

In this unit, you will explore the history and origin of public relations, as well as its purpose, functions, and applications. You will also learn about different types of public relations practices and the methods used to measure their success.

Unit 2: Understanding Audiences (2 weeks)

In this unit, you will learn about audience analysis and segmentation. You will also explore how public relations professionals use research to identify target audiences and understand what motivates them. Finally, you will learn about different ways to communicate with different types of audiences.

Unit 3: Planning Public Relations Programs (3 weeks)

In this unit, you will learn about the public relations planning process. You will also explore how to develop objectives and strategies for public relations programs. In addition, you will learn about different tools and tactics that can be used to implement public relations programs. Finally, you will learn about ways to evaluate the effectiveness of public relations programs.

COMM 6170 Week 3 Learning Outcomes

(04/09 – 05/02)

*Note: Please be sure to refer to your COMM 6170 Course Schedule for specific dates.

Week 3 Learning Outcomes for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170) (04/09 – 05/02)

By the end of this week, students will be able to:

• Identify public relations strategies.

• Discuss various methods of measuring public relations campaigns.

• Analyze campaign results and make recommendations for improvement.

COMM 6170 Week 3 Assessment & Grading

(COMM 6170)

**COMM 6170 Week 3 Assessment & Grading for COMM 6180 – Social Media and Public Relations* (3 semester credits) (COMM 6180) (COMM 6180)

**COMM 6170 Week 3 Assessment & Grading for COMM 6220 – Crisis Management and Communications* (3 semester credits) (COMM 6220) (COMM 6220)

**COMM 6170 Week 3 Assessment & Grading for COMM 6310 – Advanced Campaigns* (3 semester credits) (COMM 6310) (COMM 6310)

COMM 6170 Week 3 Suggested Resources/Books

Note: The required textbook for COMM 6170 Course is listed in the Syllabus section. Please purchase this text before the first day of class. Additionally, you may wish to consult the resources below, which are not required reading but which will support your success in the COMM 6170 Course.

COMM 6170 Course Reference Texts:

Berger, A. A., & Emmert, J. L. (2011). Public relations strategies and tactics (11th ed.). New York, NY: Allyn & Bacon. ISBN-13: 978-0205255575

Chartered Institute of Public Relations (CIPR) (n.d.). CIPR’s definition of public relations [Fact sheet]. Retrieved from http://www.cipr.co.uk/sites/default/files/publications/Definition%20of%20PR_final_website_040311%5B1%5D…

COMM 6170 Week 3 Assignment (20 Questions)

Due: Sunday, 11:59 PM ET by the end of Week 3

1. Multiple Choice Questions (2 points each): Please circle the BEST answer.

1) Which of the following is NOT one of the four core goals identified in your text?

A) The goal to enhance understanding of a company’s strengths and weaknesses.

B) The goal to make sure that an organization’s public statements are consistent with their private statements.

C) The goal to develop relationships between an organization and its key publics.

D) The goal to protect an organization from criticism that could damage its reputation.

E) None of the above – all are core goals.

C) The goal to develop relationships between an organization and its key publics.

2) In what year was the International Association of Business Communicators (IABC) founded?

A) 1948

B) 1971

C) 1982

D) 1992

E) 2001

A) 1948

3) What is the difference between a stakeholder and a public?

A) Stakeholders have direct economic interests in an organization while publics do not have direct economic interests in organizations.

B) Publics have direct economic interests in an organization while stakeholders do not have direct economic interests in organizations.

C) Stakeholders are people or groups who can affect or be affected by an organization, while publics are groups who can only be affected by organizations, not affect them.

D) Publics are people or groups who can affect or be affected by an organization, while stakeholders are groups who can only be affected by organizations, not affect them.

E). None of the above – there is no difference between a stakeholder and a public as they both refer to people or groups who can affect or be affected by an organization .

B) Publics have direct economic interests in an organization while stakeholders do not have direct economic interests in organizations.

4). Which of the following is NOT one of the five communication activities outlined in your text?

A). Providing information on which decisions can be made or actions taken.

B). Generating awareness among specific audiences about issues or events important to them and their organizations or communities.

C). Creating dialogue and debate among those concerned with issues important to them, their organizations, and their communities through formal conferences, seminars, retreats, Webinars, etc.

D). Building relationships with key individuals and groups through individualized communication efforts such as one-to-one phone calls, e-mail messages, face-to-face visits, etc., so that two-way dialogue may occur for mutual benefit on issues important to both parties.

E). None of the above – all are communication activities outlined in your text.. E). None of the above – all are communication activities outlined in your text..
E). None of the above – all are communication activities outlined in your text..
5). In which decade did President Eisenhower sign Executive Order 10490 establishing rules for Federal employees regarding political activity during work hours? A.) 1950’s B.) 1960’s C.) 1970’s D.) 1980’s E.) 1990’s
A.) 1950’s
6). The term “spin doctoring” is associated with which President? A.) Jimmy Carter B.) Ronald Reagan C.) George H.W Bush D.) Bill Clinton E.) Barack Obama D.) Bill Clinton 7). One way crisis managers attempt to take control of a crisis situation is by using what tactic? A.). To issue apologies for actions that caused harm even if those actions were unintentional B.). To shift blame for actions that caused harm onto others even if those actions were unintentional C.). To issue statements that present facts surrounding a crisis situation without assigning blame D.). To issue statements taking responsibility for actions that caused harm E.). To issue threats against individuals who threaten organizational stability C.). To issue statements that present facts surrounding a crisis situation without assigning blame 8). What term refers to how likely it is that someone will perceive a message as intended and respond favorably based on factors such as his/her attitudes towards sender(s), perceived relevance of message content, etc.? A.). Supportive environment B.). Perception check C.). Social environment D.). Source credibility E.). Audience receptivity E.). Audience receptivity 9). Which PR tactic would likely use UGC content? A.). Sponsored posts on social media platforms B.). Developing humorous TV commercials C.). Creating infographics D.). Purchasing ad time on local radio stations E.). Sending out press releases A.). Sponsored posts on social media platforms 10). Which PR tactic would likely use paid placement content? A.). Sponsored posts on social media platforms B.). Developing humorous TV commercials C.). Creating infographics D.). Purchasing ad time on local radio stations E.). Sending out press releases D). Purchasing ad time on local radio stations 11). Which PR tactic would likely use editorial content? A.). Sponsored posts on social media platforms B.). Developing humorous TV commercials C.). Creating infographics D ). Purchasing ad time on local radio stations E ). Sending out press releases E ). Sending out press releases 12). True or False: According to your text book authors (pp 100), “deception is generally considered unethical when used as part of public relations practice because it violates norms governing truthfulness” True False True 13). According to your text book authors (pp 101), “Although deception may provide immediate benefits for public relations practitioners during periods of crisis it will almost certainly undermine their credibility over time because it reduces trust” True False True 14). How might utilizing celebrity endorsements improve reputation management for an organization/brand? A ). Consumers become more trusting towards celebrities than non-celebrities due to increased exposure so they will automatically become more trusting towards brands endorsed by celebrities B ). Celebrity endorsements have been shown to increase brand awareness which has been linked with positive reputation outcomes C ). Celebrity endorsements do not improve reputation management but rather negative reputation management outcomes since celebrities often get involved in scandals D ). Celebrity endorsements result in short-term sales boosts but long-term negative reputation effects since consumers often learn about celebrity endorsement deals after making purchases A ). Consumers become more trusting towards celebrities than non-celebrities due to increased exposure so they will automatically become more trusting towards brands endorsed by celebrities 15). Personal selling involves what sort(s) of personal contact(s)? A ). Face-to-face contact only B ). Face-to-face contact plus teleconferencing C ). Teleconferencing plus mass mediated channels D ). Face-to-face contact plus mass mediated channels E ). Mass mediated channels only face-to-face contact only 16). Why is creating two way symmetrical relationships beneficial for organizations? A ). It encourages mutual understanding between both parties B ). It creates loyalty among employees cD ) It improves responsiveness from employees dE ) All answers are correct dE ) All answers are correct 17)). For many years now scholars have studied emotion in relation to interpersonal communication including conflict management methods such as accommodation based upon different emotion typologies including those created by James and Gross (2000), Plutchik (1980), Mesquita et al (1997), Scherer et al (2001), Thoits (1982), Watson et al (1988), etc… Please describe TWO types emotions from TWO different typologies listed above.. Thoits lists 11 emotions including anger, anxiety, depression, elation/joy happiness/contentment guilt/regret pride shame/embarrassment sorrow/grief stress surprise affection satisfaction Mesquita et al list 4 emotions including happiness sadness fear anger 18)) On p 139 you read about six steps associated with developing successful campaigns including 1st identifying objectives; 2nd setting goals; 3rd determining strategies; 4th crafting messages; 5th selecting tactics; 6th developing budgets … Please explain why crafting messages comes BEFORE selecting tactics … Crafting messages comes before selecting tactics because you need know what message you want your target audience to receive before you decide what tactics you will use to deliver that message.. If you select your tactics first then you run into the risk of having mismatched messages and tactics which will lead to confusion among your target audience.. 19)) Explain ONE advantage AND ONE disadvantage associated with using integrated marketing communications … An advantage is that IMC allows public relations practitioners greater control over organizational messaging because it allows them integrate various communications tools together rather than relying primarily on earned media placements.. This leads greater consistency in organizational messaging which should improve audience perceptions.. Disadvantages include potential difficulties coordinating efforts across multiple departments within large organizations as well as potential issues related transparency when using paid placements such as advertorials 20)) On p 164 you read about some basic research questions including 1st how many people received our message; 2nd how accurately did they comprehend our message; 3rd how much did they like our message; 4th how much did they recall our message after seeing it just once… Please explain why measuring comprehension is considered MORE important than measuring recall when conducting evaluations … Measuring comprehension is considered more important than measuring recall when conducting evaluations because recall simply measures whether someone remembers seeing a particular message at some point after exposure whereas comprehension measures whether someone understood the message after exposure.. Understanding is necessary for persuasion whereas mere recall may not necessarily lead persuasion

COMM 6170 Week 3 Assignment Question (20 Questions)

https://quizlet.com/90830143/comm-6170-public-relations-concepts-and-strategy-3-semester-credits-flash-cards/

1) Define public relations. Give three examples of activities or tactics that fall under the definition of public relations.

Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Public relations activities or tactics can include media relations, crisis communications, corporate communications, and more.

2) Explain the importance of understanding an organization’s stakeholders. Give an example of how failing to understand an organization’s stakeholders can lead to problems.

It is important to understand an organization’s stakeholders because they are the groups of people who are affected by the actions of the organization. Failing to understand an organization’s stakeholders can lead to problems because the organization may not be able to effectively communicate with them or meet their needs.

3) Describe the difference between a public and a stakeholder. Give an example of each.

A public is any group of people with whom an organization communicates. A stakeholder is any group or individual who has a vested interest in the success or failure of an organization. An example of a public would be the media, and an example of a stakeholder would be shareholders.

4) Define corporate social responsibility (CSR). What are some benefits of implementing CSR programs?

Corporate social responsibility (CSR) is when organizations take responsibility for their impact on society and the environment. Some benefits of implementing CSR programs can include improved reputation, increased brand awareness, and improved employee morale.

5) Explain what is meant by the term “public opinion.” What factors can influence public opinion?

Public opinion is the collective thoughts and feelings of a group of people about a particular issue or topic. Factors that can influence public opinion can include media coverage, personal experiences, and word of mouth.

COMM 6170 Week 3 Discussion 1 (20 Questions)

**Required Text: Public Relations: The Profession and the Practice, 5th Edition. By Daniel B. Cornwell and Chris Grunig**

**COMM 6170 Course Instructor: Dr. Ann Procter**

1. What are some key characteristics of the public relations profession that you have discovered? Are they different than what you expected before taking this class? How would you explain these characteristics to someone outside of public relations?

2. The text describes the role of research in public relations and notes that research is essential to effective public relations. Do you agree with this statement? Why or why not? Can you think of an example where public relations efforts might be successful without research?

3. The text defines publics as “any group that has an impact on, or is impacted by, an organization’s ability to achieve its objectives.” Do you agree with this definition? Why or why not? Can you think of an example of a group that would not fit this definition?

4. The text describes four different types of publics – primary, secondary, internal, and external. Which type do you think is most important for organizations to focus on? Why? Can you think of an example where one type of public might be more important than another?

5. The text describes four different types of relationships – working, dyadic, pseudo-dyadic, and mediated. Which type do you think is most important for organizations to focus on? Why? Can you think of an example where one type of relationship might be more important than another?

6. The text discusses the concept of stakeholder analysis and notes that it is “a process for identifying the key stakeholders in an organization’s environment and determining their needs and interests.” Do you agree with this statement? Why or why not? Can you think of an example where stakeholder analysis might be useful?

7. The text describes four different types of communication – one-way, two-way symmetrical, two-way asymmetrical, and multi-way. Which type do you think is most effective for organizations to use? Why? Can you think of an example where one type of communication might be more effective than another?

8. The text discusses the concept of crisis communication and notes that it is “a form of communication that is used to manage a negative situation.” Do you agree with this statement? Why or why not? Can you think of an example where crisis communication might be necessary?

9. The text discusses the concept of issues management and notes that it is “the proactive identification, analysis, and management of issues that could potentially have an impact on an organization.” Do you agree with this statement? Why or why not? Can you think of an example where issues management might be necessary?

10. The text discusses the concept of reputation management and notes that it is “the proactive identification, analysis, and management of an organization’s reputation.” Do you agree with this statement? Why or why not? Can you think of an example where reputation management might be necessary

COMM 6170 Week 3 DQ 1 (20 Questions)

*COMM 6170 Course Instructor: Dr. Barbara Heckman

**Please note that you may not use any sources outside of the textbook for your responses to these questions. Please answer all questions completely, using specific examples and details from the textbook as support for your answers. Your initial post should be at least 250 words in length, and you are required to respond to at least two other students’ posts as well (100 words minimum per response). Please remember that proper grammar, spelling, and punctuation are expected.**

**Book: Strategic Public Relations Management by Karen Miller Russell, Irma Zandl Theodora & Wylie Tene**

1. Define the concept of public relations strategy. What are its three key components? How does each contribute to developing a successful strategic public relations program? (Chapters 1 & 2)
2. Define research and discuss its role in the strategic public relations process. What types of research do you feel would be most beneficial for an organization to conduct? Why? (Chapter 3)
3. What are some of the common pitfalls associated with planning? How can these pitfalls be avoided? (Chapter 4)
4. Define objectives and discuss their role in planning a strategic public relations program. What are some common mistakes made when developing objectives? How can these mistakes be avoided? (Chapter 5)
5. Define tactics and discuss how they are used to achieve objectives. What are some common tactics used in public relations programs? (Chapter 6)
6. Define implementation and discuss its role in the strategic public relations process. What factors must be considered when developing an implementation plan? (Chapter 7)
7. Define evaluation and discuss its role in the strategic public relations process. What are some common methods used to evaluate public relations programs? Which do you feel is most effective and why? (Chapter 8)
8. Discuss the concept of stakeholder analysis and its role in the strategic public relations process. Why is it important for organizations to identify and understand their stakeholders? (Chapter 9)
9. Discuss the concept of media relations and its role in the strategic public relations process. Why is it important for organizations to develop positive relationships with members of the news media? (Chapter 10)
10. Discuss the concept of crisis communication and its role in the strategic public relations process. Why is it important for organizations to have a crisis communication plan in place? What are some common mistakes made during crises? How can these mistakes be avoided? (Chapter 11)

COMM 6170 Week 3 Discussion 2 (20 Questions)

Quizlet: https://quizlet.com/431712842/public-relations-concepts-and-strategy-3-semester-credits-comm-6170-flash-cards/
**Comm 6170 Week 3 Discussion 2 (20 Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits)**
1. What is the main difference between public relations and advertising?
2. What are the three main goals of public relations?
3. What is the most important element of public relations?
4. What is the difference between publicity and public relations?
5. What are the four main types of public relations activities?
6. What are the five main elements of public relations?
7. What is the difference between a press release and a media kit?
8. What is a pitch letter?
9. What is a press conference?
10. How can public relations be used to build relationships with customers?

COMM 6170 Week 3 DQ 2 (20 Questions)

1. What is the definition of public relations? Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

2. What are the objectives of public relations? The objectives of public relations are to build relationships, influence public opinion, and shape behavior.

3. What are the benefits of public relations? The benefits of public relations include improved communication, increased understanding, and improved relationships.

4. What is the difference between marketing and public relations? Marketing is a process that promotes the exchange of goods and services between buyers and sellers. Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

5. What is the difference between advertising and public relations? Advertising is a paid form of communication that promotes a product, service, or idea. Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

6. What are the three types of publics? The three types of publics are primary, secondary, and tertiary.

7. What are the four types of communication? The four types of communication are verbal, nonverbal, written, and electronic.

8. What are the five elements of the communications mix? The five elements of the communications mix are message, medium, audience, timing, and frequency.

9. What is media relations? Media relations is a strategic communication process that builds mutually beneficial relationships between organizations and the news media.

10. What is publicity? Publicity is any form of non-paid communication about an organization or its products or services.

COMM 6170 Week 3 Quiz (20 Questions)

Question 1
1. On the basis of what you have learned this week, which of the following statements is true? (Select all that apply.)

The strategic planning process is more important for public relations than for other functions because:

public relations is concerned with reputation and stakeholder management, and these are important to organizational success.

public relations has unique tools and techniques that can help to achieve organizational goals.

public relations practitioners need to be able to show the return on investment (ROI) of their work.

2. The ____________ involves assessing the organization’s current situation, identifying issues, opportunities, and problems, and setting goals.

public opinion research process
crisis management process
strategic planning process

3. Which of the following statements about a SWOT analysis is true? (Select all that apply.)

A SWOT analysis identifies an organization’s strengths, weaknesses, opportunities, and threats.

A SWOT analysis helps organizations decide which issues to focus on in their communication plans.

A SWOT analysis should be conducted by an outside firm to get an objective perspective.

4. Which of the following is not one of the steps in conducting a situation audit? (Select all that apply.)

Defining objectives for the situation audit
Analyzing data collected during the situation audit
Identifying stakeholders
Conducting interviews with key informants
Developing a communication plan
5. During a situation audit, practitioners should take into account all of the following except: (Select all that apply.)

Historical factors
Social factors Economic factors Technological factors Political factors Cultural factors Legal/regulatory factors Organizational structure Organizational culture Organizational climate Media environment Competitive environment Stakeholder attitudes and perceptions Employee attitudes and perceptions Public opinion research data Existing communication materials Annual reports Financial reports Crisis management plans Issues management plans Strategic plans Communication plans 6. A(n) ____________ is a tool used by public relations practitioners during a situation audit to assess their organization’s strengths and weaknesses relative to its competition. competitive analysis 7. During a situation audit, what type of data would you collect if you wanted to assess your organization’s strengths relative to its competition? (Select all that apply.) annual reports from your organization and its competitors financial reports from your organization and its competitors crisis management plans from your organization and its competitors issues management plans from your organization and its competitors strategic plans from your organization and its competitors communication plans from your organization and its competitors 8. On the basis of what you have learned this week, which of the following statements about conducting interviews during a situation audit is true? (Select all that apply.) Interviews should be conducted with employees at all levels of the organization. Interviews should be conducted with employees who have direct contact with customers or clients. Interviews should be conducted with employees who have direct knowledge of the issue being studied. 9. On the basis of what you have learned this week, which of the following statements about focus groups is true? (Select all that apply.) Focus groups are small groups of people who are brought together to discuss a particular issue or topic. Focus groups are useful for exploring how people feel about an issue or topic. Focus groups are useful for exploring people’s attitudes and perceptions about an issue or topic. 10. During a situation audit, if you wanted to assess public opinion about your organization, what type of data would you collect? (Select all that apply.) annual reports from your organization media coverage of your organization online comments about your organization surveys 11. On the basis of what you have learned this week, which of the following statements about surveys is true? (Select all that apply.) Surveys can be used to collect quantitative data about people’s attitudes and perceptions. Surveys can be used to collect qualitative data about people’s attitudes and perceptions. Surveys can be used to collect both quantitative and qualitative data about people’s attitudes and perceptions 12. Which of the following methods would allow you to assess employees’ attitudes and perceptions during a situation audit? (Select all that apply.) focus groups interviews surveys observation 13. If you were conducting a focus group during a situation audit, which type of question would you use if you wanted to explore how people feel about an issue or topic? open-ended question 14. If you were conducting a focus group during a situation audit, which type of question would you use if you wanted to explore people’s attitudes toward an issue or topic? Likert-type scale question 15 . On the basis of what you have learned this week, which of the following statements about analyzing data collected during a situation audit is true? All data collected during a situation audit should be analyzed quantitatively . All data collected during a situation audit should be analyzed qualitatively . Data collected during a situation audit can be analyzed either quantitatively or qualitatively , depending on the type of data collected . 16 . During a situation audit , if you wanted to assess employees ‘ attitudes toward their jobs , what type o f d ata w ould y ou c ollect ? focus group data interview data survey data 17 . Which o f t he f ollowing i s n ot t ypically c onsidered t o b e s trength o f p ublic r elations ? creativity 18 . Which o f t he f ollowing i s n ot t ypically c onsidered t o b e w eakness o f p ublic r elations ? timeliness 19 . Which o f t he f ollowing i s n ot c onsidered t o b e t hreat t o p ublic r elations ? change 20 . What i s considered t o b e one g reatest s trength s o far i n 21 st century fo r p ublic r elations ? digitalization

COMM 6170 Week 3 MCQ’s (20 Multiple Choice Questions)

(The content of each quiz is randomly generated. There are a total of 20 questions and you can answer as many or as few as you like. Each question has only one correct answer.)

1. What does the “public” in public relations refer to?

a. Everyone who is exposed to an organization’s messages

b. The general public that an organization communicates with on a daily basis

c. The group of people who have some kind of stake or interest in an organization or its activities

2. Which of the following is not one of the main goals of public relations?

a. Establishing rapport with stakeholders and others important to the organization’s success

b. Increasing sales and profits for the organization

c. Managing the reputation of the organization

3. What is the best way to measure the success of a public relations campaign?

a. By how many people are reached by the campaign’s messages

b. By how well the campaign achieves its objectives

c. By how much media coverage the campaign generates

4. Which of the following is not a type of public that public relations practitioners need to be concerned with?

a. Internal publics

b. External publics

c. Prospective publics

COMM 6170 Week 4 Description

COMM 6170 Course provides an overview of public relations as a strategic communication function. Through readings, lectures, discussions, and case studies, students will learn how to develop and execute effective public relations campaigns. Students will also have the opportunity to develop their own public relations plans.

COMM 6170 Week 4 Outline

**COMM 6170 Course starts on Monday, March 19, 2018**

|Unit |Lecture Outline |Due Date(s) (all times are 11:59pm Eastern Time)|
|—–|—————|——————————————|
|1.0 |COMM 6170 Course Introduction and Overview ||
||Review of the COMM 6170 Course syllabus and learning outcomes ||
||Brief overview of the weekly COMM 6170 Course activities and lectures ||
||Description of the final capstone project ||
|2.0 |Situation Analysis ||
||Determining a company’s role in public relations using basic tools such as PR Planning Models and SWOT analyses||
||||Assignment: Situation Analysis due (Week 3)||
|||| Discussion Forum 1 (Week 4)|| |
||||Case Study Due (Week 5)||
||||Discussion Forum 2 (Week 6)|| |
||||Presentation Due (Week 7)|| |
||||Discussion Forum 3 (Week 8)|| |
||||Quiz 1 (Week 4)|| |
||||Quiz 2 (Week 6)|| |
||||Final Exam Part I (Week 8)|| |

COMM 6170 Week 4 Objectives

*COMM 6170 Course has been created for the upcoming semester. The objectives are currently being finalized by the faculty member and are subject to change.

In COMM 6170 Course students will learn about public relations concepts and strategy. The COMM 6170 Course will cover topics such as public relations planning, research, and evaluation; media relations; employee and investor relations; issues management; crisis communications; and public affairs. Students will also have the opportunity to apply public relations concepts and strategies to real-world situations.

COMM 6170 Week 4 Pre-requisites

**COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits)** **(Pre-requisites for COMM 6170: COMM 6160 & COMM 6260)** Communication 6160 – Crisis Communication (3 semester credits) COMM 6170 Course covers theories, principles and practices in crisis communication. Students learn about the nature of crisis and the importance of pre-crisis planning, effective message strategies and ways to manage media coverage during a crisis. They also examine current and historical case studies of crisis management, as well as emerging trends that are reshaping the field of crisis communication. **Communication 6260 – Global Public Relations Strategies* (3 semester credits)** COMM 6170 Course examines global public relations theories, strategic approaches, tools and techniques to effectively communicate across cultures and nations. The COMM 6170 Course emphasizes developing global relationships, understanding cultural differences in communication styles, understanding communication structures and issues at the international level. *Pre-requisites for COMM 6260: COMM 6270 & COMM 6370*

COMM 6170 Week 4 Duration

Week 4 of COMM 6170 covers the following topics:

-Public relations planning
-Program evaluation and research
-Ethics in public relations
-Risk communication

COMM 6170 Week 4 Learning Outcomes

Students successfully completing COMM 6170 – Public Relations Concepts and Strategy will be able to:
1. Describe public relations concepts and practices, including the history and development of public relations, theories of public relations, publics and stakeholder analysis, research methods, planning, ethics, campaign management and evaluation.
2. Identify the various types of organizations that employ public relations professionals and explain the role of public relations within each type.
3. Analyze a real-world public relations case study and develop strategic recommendations for addressing the identified problem or opportunity.

COMM 6170 Week 4 Assessment & Grading

COMM 6170 Course Description: COMM 6170 Course introduces students to the history, theory, and practice of public relations in the U.S. Students will develop an understanding of how public relations is used to manage relationships between organizations and their publics. The COMM 6170 Course emphasizes strategic planning and execution of public relations campaigns, as well as the development and measurement of key publics’ perceptions of organizations. Students will be expected to analyze case studies, conduct research on public relations practices, develop a campaign proposal, and participate in class discussion.

Prerequisites: COMM 6160 – Principles of Persuasion (3 semester credits) or equivalent

Required Textbook(s): Aaker, D., & Smith, A. (2016). Strategic Market Management (9th ed.). John Wiley & Sons. ISBN: 978-1-119-07752-2

Evaluation Criteria: Your grade for COMM 6170 Course will be calculated as follows:
/* ___________________________________________________ */

Assignment 1 20%
Assignment 2 20%
Assignment 3 20%
Final Exam 40%

To earn a passing grade of “D” (60%), students must earn a minimum score of 60% on each graded assignment and must successfully complete the final exam with a score of 60% or higher.

To earn a passing grade of “C” (70%), students must earn a minimum score of 70% on each graded assignment and must successfully complete the final exam with a score of 70% or higher.

To earn a passing grade of “B” (80%), students must earn a minimum score of 80% on each graded assignment and must successfully complete the final exam with a score of 80% or higher.

To earn a passing grade of “A” (90%), students must earn a minimum score of 90% on each graded assignment and must successfully complete the final exam with a score of 90% or higher.

COMM 6170 Week 4 Suggested Resources/Books

Book: The PR styleguide : an A to Z guide for effective writing, editing, and design / Barbara Diggs-Brown, Nancy B. Stern and Leora Freedman

COMM 6170 Week 4 Assignment (20 Questions)

In order to answer the following questions, you should read Chapter 4 and 5 of your textbook (see required readings below). You will be assessed on whether you can apply what you have learned in class to new scenarios.

Instructions: Respond to each question completely. Remember to write in full sentences and to proofread your work. Your answers should show that you understand the concepts presented in this week’s required readings. Be sure to refer back to the readings using proper APA citation format when applicable. When you are finished with all questions, upload this assignment for grading through Blackboard. This assignment is worth 100 points.

1. Define stakeholder relations, strategic issues management, risk communication, public information programs, and media relations. What are some differences among these public relations functions? Give examples of each function from organizations with which you are familiar (25 points).

2. Why are ongoing relationships with stakeholders critical for public relations success? Give examples of how public relations practitioners might create such relationships (25 points).

3. Why is it important for public relations practitioners to understand the issues their organizations face? How do issues management and risk communication help organizations deal with these issues? Give examples of these concepts at work (25 points).

4. Describe what is involved in developing a public information program and a media relations program. What is the difference between them? Give examples of each concept from organizations with which you are familiar (25 points).

COMM 6170 Week 4 Assignment Question (20 Questions)

COMM 6170 Week 4 Assignment Question (20 Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170) Due Week 4 and worth 100 points In this assignment, you will apply many of the concepts you have learned in COMM 6170 Course to examine public relations in your own place of employment or an organization of interest. The questions below are based on the article “The Top 10 Skills Employers Seek from College Graduates.” Read the article at http://www.naceweb.org/career-readiness-employer-perceptions/the-top-10-skills-employers-seek-from-college-graduates.aspx. After reading the article, answer each question thoroughly using complete sentences and specific examples where appropriate. Write your answers in a Word document and submit your work to Waypoint for grading by clicking on the COMM 6170 Week 4 Assignment link. 1. What is one skill that surprised you as being essential for college graduates? 2. Explain why employers are seeking such a skill from college graduates? 3. Do you think that college graduates today have these skills? Explain why or why not using examples to support your point of view. 4. What does the author suggest should be done to ensure that more students graduate with these essential skills? Do you agree with his/her recommendation? Explain why or why not using examples to support your point of view. 5. Which of the top 10 skills do you possess? 6. Which skills would you like to develop further? Why? 7. How do you think public relations practitioners can help organizations develop these top 10 skills in their employees? 8. Describe how public relations practitioners can help employees hone their writing skills—an essential skill identified by employers in the article—and explain how improving one’s writing ability helps employees be more successful at work and in their careers overall. 9. Explain how developing strong interpersonal communication skills helps employees be more successful at work and in their careers overall, and describe how public relations practitioners can help employees hone their interpersonal communication skills through training or other professional development opportunities such as mentoring programs, workshops, or seminars offered by professional associations like PRSA (Public Relations Society of America). 10. Discuss how effective written and oral communication can help an employee be successful in any organization, including ones where he/she does not work directly with customers or clients on a regular basis, and explain how public relations practitioners can help employees hone their written and oral communication skills through training or other professional development opportunities such as mentoring programs, workshops, or seminars offered by professional associations like PRSA (Public Relations Society of America). 11. Many employers seek candidates who are able to work effectively on teams because they know that team projects are often assigned in the workplace and that working collaboratively is often necessary to get tasks completed efficiently and effectively while also maintaining good working relationships with colleagues. Explain why it is important for employees to be able to work effectively on teams, using specific examples from your own experience or observations, if possible, and explain how public relations practitioners can help employees hone their teamwork skills through training or other professional development opportunities such as mentoring programs, workshops, or seminars offered by professional associations like PRSA (Public Relations Society of America). 12. Employers seek candidates who are able to take initiative because they know that taking initiative at work often leads to increased responsibility, new opportunities for career advancement, and greater job satisfaction overall for employees who demonstrate a willingness to take on new challenges and contribute new ideas in the workplace. Why do you think it is important for employees to take initiative at work? Use specific examples from your own experience or observations if possible to support your point of view, and discuss how public relations practitioners can help employees hone their ability to take initiative through training or other professional development opportunities such as mentoring programs, workshops, or seminars offered by professional associations like PRSA (Public Relations Society of America). 13

COMM 6170 Week 4 Discussion 1 (20 Questions)

**Assignment Guidelines**

This discussion forum allows students to apply knowledge of public relations and strategic communication to the current news landscape. This assignment is structured as a 20-question quiz. Read each question carefully and then choose the best answer (a, b, c, or d). Be sure to clearly mark your selected answer for each question. Include your name and COMM 6170 Course number at the top of your submission. Your responses should be in a single Word document. Please use a standard 12-point font (e.g., Times New Roman) and double space your work. Save your file with the following naming convention: LastName_Week4D1_COMM 6170 CourseNumber (e.g., Smith_Week4D1_COMM6170). Submit your file via the Week 4 Discussion 1 Dropbox by the due date noted in the COMM 6170 Course Schedule. You will be evaluated based on your ability to thoroughly discuss each question in terms of key concepts from the text and from other COMM 6170 Course materials, as well as demonstrate understanding of real world application of these concepts.*

You may refer to the COMM 6170 Course text and any other scholarly materials you choose in order to complete this assignment.* Use proper APA citation guidelines.*

If you have any questions about this assignment, please post them in our Questions? forum prior to the due date noted above so that all students may benefit from our instructor’s response(s).* Please note that late submissions will not be accepted unless prior approval has been granted by the instructor.*

**Quiz Questions**

1.* According to Rohnke & Cowan (2015), which of the following is true regarding crisis management teams?*

A.* The crisis management team members are chosen by human resources from a list of employees who have experience with high-stress situations.*

B.* Team members should have diverse backgrounds, including law enforcement officials and government relations specialists.*

C.* The crisis management team leaders should include a public information officer who is responsible for communicating with external stakeholders during a crisis.*

D.* All of the above are true.

*Answer: D* All of these factors are important when it comes to having an effective crisis management team within an organization because all three roles play an integral part in ensuring that everyone within and outside of an organization are aware of what’s going on during a crisis situation. A human resources representative should be involved because they’re likely going to be tasked with keeping track of employee safety during a crisis, while law enforcement officials can provide support and guidance when it comes to managing a crowd or keeping people safe if necessary. Government relations specialists can help provide an understanding as to what sort of regulations or laws may need to be followed during a particular crisis situation, while also helping communicate with those in positions of power who may need to make decisions that could impact how an organization reacts during or after a crisis situation occurs. Lastly, having someone who is responsible for communicating with external stakeholders is critical because they’re likely going to be tasked with providing updates as often as possible so that everyone remains up-to-date on what’s going on and so that stakeholders can have their questions answered in a timely manner if possible.

Source: Rohnke & Cowan (2015), pp. 414-415 & 419-420
2.* In its broadest sense, reputation refers to which one of the following?*

A.* The way others perceive us*

B.* What we think about ourselves*

C.* How others see us when we are at our best*

D.* All of these are correct answers.

*Answer: D* Reputation can refer to all three things depending on how it’s being used within a sentence or conversation. For example, if someone says “I want to improve my reputation,” they’re likely referring to how others perceive them because they want others to see them in a better light than they currently do. If someone says “I’m worried about my reputation,” they’re likely referring to what they think about themselves because they’re concerned about how their actions or words may be perceived by others and how that could potentially impact their lives in a negative way. Lastly, if someone says “That person has an excellent reputation,” they’re likely referring to how others see that person when they’re at their best because they’re acknowledging that this person is generally seen in a positive light by those who know them or have heard about them before.

Source: L’Etang & Pieczka (2016), p. 68 & 70
3.* As discussed by L’Etang & Pieczka (2016), which one of the following factors does NOT play into organizational identity?*

A.* Messages communicated internally*

B.* Messages communicated externally*

C.* Media coverage received by an organization*

D.* Actions taken by employees/management/ownership/etc…of an organization*

*Answer: C* Organizational identity refers more so to what an organization communicates both internally and externally rather than what is said about them through media coverage or other sources outside of their control. An organization’s identity is something that’s built over time through various means such as employee training/behavior, marketing campaigns, PR initiatives, etc…and it essentially serves as a blueprint for how employees and customers alike should view an organization at its core values level so that everyone is on the same page when it comes time for decision making or taking action on behalf of an organization. Media coverage received by an organization can definitely help shape its identity over time depending on what sorts of messages are being communicated but ultimately it’s up to those within an organization – employees, management, ownership – as well as customers/clients/etc…to help solidify what sort of image or identity an organization possesses over time through their words and actions since they have more direct contact with one another compared to media organizations which only report on information provided by those within an organization instead of actually being involved with day-to-day operations themselves like actual employees would be able to do.

Source: L’Etang & Pieczka (2016), pp. 18-19 & 21
4.. Which one of the following statements regarding stakeholder engagement strategies is NOT true?*

A.. Stakeholder engagement strategies should focus primarily on building relationships between organizations and external audiences such as shareholders or customers/clients..

B.. Stakeholder engagement strategies should consider both internal and external audiences since both groups play important roles within organizations..

C.. Stakeholder engagement strategies require ongoing communication between organizations and external audiences rather than sporadic communication here and there..

D.. Stakeholder engagement strategies require more effort than traditional communication methods such as advertising or public relations campaigns..

Answer: D – While stakeholder engagement requires ongoing communication compared traditional communication methods suchas advertising or public relations campaigns since there needs tp be consistent follow up with stakeholders once initial contact has been madein order tomaintain relationships moving forward; however stakeholder engagement doesn’t necessarily require more effort overall since it mostlyinvolves listening towaht stakeholdershaveto sayand trying tomove forward based off feedback provided rather than just trying totalk atthem until they listen which could leadtopushing people away insteadof building rapportwhich could save timeand money inthe long run .Itis worth noting howeverthat stakeholder engagement couldrequire more effortthan traditional communicationmethods if done improperlyor not atall since notengagingwithstakeholders couldlead tounhappycustomerswho might leaveor take their businesselsewhereor shareholderswho might selltheir sharesif thy feel neglectedor unappreciatedby managementwhichwould lead tobothreputationaland financialdamageinthe long run .Source : L’Etang& Pieczka( 2016) ,pp .120 – 121& 129 – 1305 .According tp Rohnke& Cowan( 2015) ,how longshouldadebriefinglast ?–>A .30 minutesB .45 minutesC .1 hourD .An unlimited amountoftime
Answer :C – Accordingto Rohnke& Cowan( 2015 ) ,debriefingsshouldlast approximately 1hourbecause this willallowtheteam leadersto havesufficienttime touseallofthe available toolsat handin orderto collectthe necessatryinformationfrom allofmembersofthisteam sothattheycan makeinformed decisionsaboutnext stepsandcreatea plan moving forwardwhich will hopefullysave timeand money inthe long runcompared totrying tounderstandeverythingon thflyduringa crisissituation .Itis worth noting howeverthat debriefingscan lastmoreor less timethanthe suggested 1hour dependingon thseverityofacrisissituationand thenumberofpeople involved
Source :Rohnke& Cowan( 2015 ) ,pp .441 – 444

COMM 6170 Week 4 DQ 1 (20 Questions)

1. What is corporate social responsibility? How can public relations help with corporate social responsibility?
2. Explain what is meant by the term “stakeholder” and how public relations professionals can manage stakeholders.
3. How can public relations help an organization be proactive? Give an example of how public relations can help an organization be proactive.
4. What are some of the ethical considerations that public relations professionals need to take into account? Why are ethics important in public relations?
5. What is the difference between a crisis and a problem? How can public relations help during a crisis?
6. What is reputation management? Why is reputation management important? What can public relations do to help manage an organization’s reputation?
7. What are some of the issues and challenges that organizations face when managing social media? How can public relations help with these issues and challenges?
8. What is audience analysis? Why is audience analysis important in public relations? How can public relations professionals use audience analysis to their advantage?
9. What are some of the different types of research that public relations professionals can use? When might each type of research be used?
10. What is a pitch? Why are pitches important in public relations? How can public relations professionals make sure that their pitches are successful?

COMM 6170 Week 4 Discussion 2 (20 Questions)

Week 4 Discussion 2 (20 Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) Your instructor will post a case study or a problem on the Discussion Board for you to analyze. You will have 7 days from the day your instructor posts the case study or problem to complete this assignment. Read the case study or problem completely and answer the following questions: 1. What are the objectives of the communication program? 2. Who are the key publics? 3. What are the primary messages? 4. What strategy would you recommend? Why? 5. What tactics would you recommend to implement your strategy? 6. How would you measure success? 7. If you were to do this over, what, if anything, would you change? 8. Provide an example of how one of your recommended tactics might be used in an actual situation using at least 200 words. 9. Respond to two classmates’ postings by asking a probing question, offering a suggestion, or sharing an insight using at least 100 words for each response (200 words total). Cite references to support your work using APA format.* *If you have not yet completed your APA tutorial, please do so before beginning this assignment.* *For additional information on proper APA citations and formatting, visit the Ashford Writing Center located within the Learning Resources tab on the left navigation toolbar in your online COMM 6170 Course.*

COMM 6170 Week 4 DQ 2 (20 Questions)

(00138345)

Based on the material presented in this week’s readings, please respond to the following questions: 1. What is media relations? Give a brief example of how it would work in public relations. Media relations is a process that involves creating and maintaining relationships with members of the news media. This can be done by providing them with information about an organization or event, or by giving them access to people who can provide information. For example, a public relations professional working for a company might provide a journalist with information about a new product that is being launched, or give them access to a company executive who can speak about the product. 2. What are the benefits and limitations of using the news media to promote an organization or event? The benefits of using the news media to promote an organization or event include reaching a large audience at a relatively low cost, and having the credibility that comes with being covered by the news media. The limitations include the fact that journalists are not always interested in covering an organization or event, and that they may not present the information in the way that the public relations professional would like. 3. How does one go about getting media coverage for an organization or event? There are several ways to get media coverage for an organization or event, including sending out press releases, holding press conferences, and pitching story ideas to journalists. 4. What is public relations research? Give an example of how it might be used by a public relations professional. Public relations research is research that is conducted in order to gain insights into how the public perceives an organization or issue. This information can then be used by public relations professionals to develop strategies for communicating with the public. For example, a public relations professional might conduct research to determine how the public feels about a particular issue, and then use this information to develop messaging that will resonates with the public. 5. What are some of the methods that can be used to conduct public relations research? Some of the methods that can be used to conduct public relations research include surveys, focus groups, and interviews. 6. How can public relations research be used to evaluate the effectiveness of a public relations program? Public relations research can be used to evaluate the effectiveness of a public relations program by measuring changes in awareness, knowledge, attitudes, or behaviors among members of the target audience. 7. What is crisis communication? Give an example of when it might be used by a public relations professional. Crisis communication is communication that is conducted during a time of crisis in order to manage the situation and protect the reputation of an organization. For example, if there was a recall of a product made by a company, the company would likely use crisis communication in order to manage the situation and protect its reputation. 8. What are some of the steps that should be taken during a crisis? Some of the steps that should be taken during a crisis include identifying key stakeholders, developing messages, and choosing channels of communication. 9. Why is it important for organizations to have crisis communication plans? It is important for organizations to have crisis communication plans because they provide guidance on how to communicate during a time of crisis. Without a plan, organizations may not know who to communicate with or what messages to send, which could make the situation worse. 10. What are some of the challenges associated with conducting crisis communication? Some of the challenges associated with conducting crisis communication include dealing with emotions, managing multiple stakeholders, and dealing with unexpected events

COMM 6170 Week 4 Quiz (20 Questions)

1. (True/False) Understanding your audience is a critical part of understanding what type of message to send.

2. (True/False) The three types of listening are active, passive and empathic.

3. (True/False) A focus group is a meeting in which the researcher directs discussion and controls the environment.

4. (True/False) Demographics are the characteristics of people that influence their buying behavior.

5. (Multiple Choice) Which of the following is an example of market segmentation?

a. Age

b. Gender

c. Income level

d. All of the above

6. (Multiple Choice) Which of the following is NOT an example of a primary research method?

a. Survey research

b. Focus groups

c. Secondary research

d. Observation research
7. (Multiple Choice) Which of the following is an example of secondary research?

a. Searching the Internet for information about your competitor’s products
b. Conducting focus groups with your target audience
c. Reviewing government census data
d. Asking customers how likely they are to recommend your product to a friend on a scale from 0-10

8. (Multiple Choice) Qualitative data is _____ and quantitative data is _____ .

a. In-depth, numerical
b. Numerical, in-depth
c. Observational, survey-based
d. Survey-based, observational

9. (Multiple Choice) Which of the following is not an advantage of conducting primary research?

a. It can be expensive and time-consuming
b. It provides insights that cannot be found through secondary research methods
c. You have complete control over the research process
d. You can collect data quickly and easily

10. (Multiple Choice) Which type of observation would involve observing people’s behavior in a natural setting, without them knowing they are being observed?

a. Structured observation
b. Unstructured observation
c. Participant observation
d. None of the above

11.(True/False) A focus group is a qualitative research method in which a moderator leads a discussion with a small group of people about a particular topic or issue in order to gather insights and opinions on that topic or issue.. True False

12.(True/False) In order to be an effective communicator, it is important to understand your own communication style as well as the communication styles of others.. True False

13.(True/False) When conducting research, it is important to consider ethical issues such as informed consent, confidentiality, and respect for participants.. True False

14.(True/False) Surveys are quantitative research methods that involve collecting data from a large number of people through structured questions.. True False

15.(Multiple Choice) Which type of question would you use if you want to collect quantitative data?

a) Open-ended question b) Closed-ended question c) Likert scale question d) All of the above 16.(Multiple Choice)Which type of question would you use if you want to collect qualitative data?

a) Open-ended question b) Closed-ended question c) Likert scale question d) All of the above 17.(Multiple Choice)Which statement best describes qualitative data?

a) Quantitative data is numerical and qualitative data is non-numerical b) Qualitative data is numerical and quantitative data is non-numerical c) Qualitative data is unstructured and quantitative data is structured d) Quantitative data is unstructured and qualitative data is structured 18.(Multiple Choice)Which statement best describes quantitative data?

a) Qualitative data is numerical and quantitative data is non-numerical b) Quantitative data is numerical and qualitative data is non-numerical c) Qualitative data is unstructured and quantitative data is structured d) Quantitative data is unstructured and qualitative datais structured 19.(Multiple Choice)A Likert scale question measures _____ .

a) The frequency with which people do something b

COMM 6170 Week 4 MCQ’s (20 Multiple Choice Questions)

– Liberty University *COMM 6170 Week 4 MCQ’s (20 Multiple Choice Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170) – Liberty University Question 1 2 out of 2 points | 0.00 attempts Which of the following is not a common attribute of public relations? Selected Answer: B. Planning and designing marketing strategies, including product development, pricing and promotion Question 2 2 out of 2 points | 0.00 attempts A subdiscipline of public relations is: Selected Answer: D. Corporate communication Question 3 2 out of 2 points | 0.00 attempts The goal of public relations is to: Selected Answer: B. Create understanding between an organization and its publics Question 4 2 out of 2 points | 0.00 attempts Good public relations practice requires all the following except: Selected Answer: C. Seeking feedback from customers through focus groups or surveys Question 5 2 out of 2 points | 0.00 attempts All the following are important components in developing relationships with key publics except: Selected Answer: C. Giving away promotional items such as pens or coffee mugs Question 6 1 out of 1 point | 0.00 attempts For most organizations, one important goal of effective corporate communication would be to improve their external image by communicating their strategic vision to all stakeholders, both internal and external to the organization. Selected Answer: True Question 7 1 out of 1 point | 0.00 attempts The same basic principles that apply to relationship building in personal life also apply to relationship building in business life, except for one major exception-in business relationships are often based on mutual interests rather than mutual affection or love Selected Answer: True Question 8 1 out of 1 point | 0

COMM 6170 Week 5 Description

COMM 6170 Course provides students with an overview of the public relations field, including its history, ethical considerations, and current issues. Students will learn about the different types of public relations campaigns and how to develop and implement effective public relations strategies.

COMM 6170 Week 5 Outline

Semester: Spring 2016

Instructor: Dr. Mark Adams (eadams@uttyler.edu)
Office Hours: Monday and Wednesday 2pm to 3pm or by appointment
Class Meeting Time: Online
Credits: 3 semester credit hours
Prerequisites: COMM 4170 – Principles of Public Relations and Junior Standing.

**All assignments are due on the assigned day by 11:59pm (Central Time).**

Week 5 Outline for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170)
Semester: Spring 2016
Instructor: Dr. Mark Adams (eadams@uttyler.edu)
Office Hours: Monday and Wednesday 2pm to 3pm or by appointment
Class Meeting Time: Online
Credits: 3 semester credit hours
Prerequisites: COMM 4170 – Principles of Public Relations and Junior Standing.

**All assignments are due on the assigned day by 11:59pm (Central Time).**

Topics this week include the following:

Monday – Chapter 12, The RACE Planning Model, continued; Discussion Board 3 Due

Tuesday – No Class – Dr. Adams’ Office Hours Moved to Wednesday this Week

Wednesday – Chapter 12, The RACE Planning Model, continued; Discussion Board 4 Due

Thursday – Chapter 12, The RACE Planning Model, continued; Assignment #2 Due

Friday – No Class – Reading Day for Final Exams

COMM 6170 Week 5 Objectives

The goal of COMM 6170 is to help you understand the nature and scope of public relations in our increasingly complex, interconnected, and interactive global environment. The COMM 6170 Course will focus on theory, concepts, and practical applications of public relations as they relate to strategic communication planning, research and analysis, relationship management, social media, reputation management and crisis communication.

By the end of COMM 6170 Course you should be able to:

1. Understand the history, evolution and current state of public relations as a profession and industry.
2. Understand the role public relations plays in organizational communication and strategic planning.
3. Understand how public relations research is used to inform strategy and decision-making.
4. Understand the role of ethics in public relations practice.
5. Understand the process of developing effective public relations campaigns and programs.
6. Understand how public relations practitioners use various communication tools and tactics to achieve organizational objectives.
7. Understand the role of social media in public relations practice.
8. Understand the process of managing organizational reputation.
9. Understand the process of managing crises using crisis communication principles and best practices.

COMM 6170 Week 5 Pre-requisites

There are no prerequisites for COMM 6170 Course.

COMM 6170 Week 5 Duration

(PRCA 6170)

COMM 6170 Course is a study of the fundamental principles of public relations and their application in professional settings. Emphasis is placed on identifying target audiences and determining the most effective message for them. Students will also learn about the history, theory, and philosophy of public relations and how its function has changed over time. They will also explore how public relations is used to manage organizational reputation and crisis situations. In addition, students will develop an understanding of the ethical issues involved in public relations practice.

COMM 6170 Week 5 Learning Outcomes

1. Understand how public relations is defined, how it has evolved and the role it plays in organizational communication.

2. Examine the different publics organizations face and how they can manage these relationships effectively.

3. Analyze how public relations practitioners research and plan campaigns that aim to achieve specific objectives.

4. Understand the different channels through which public relations practitioners can communicate with their publics, including traditional and new media.

5. Evaluate the effectiveness of public relations campaigns using various methods and tools.

COMM 6170 Week 5 Assessment & Grading

*COMM 6170 Course is part of a 4-COMM 6170 Course cluster. Students must take all 4 COMM 6170 Courses in this cluster to earn the Specialization Certificate: Principles and Practice of Public Relations and Corporate Communications.

COMM 6170 Week 5 Suggested Resources/Books

(3 semester credits)

COMM 6170 Course Materials:

This week, you should begin reading the textbook for your COMM 6170 Course, Public Relations Concepts and Strategy by Capstone Publishing. Here is a link to this text if you need it. Please note that your instructor will have additional resources for you during COMM 6170 Course. Additional Resources/Books: Here are some additional books that may help with your understanding of public relations concepts:  A History of News, by Mitchell Stephens  America’s Unwritten Constitution, by Akhil Reed Amar  Communicating in a Crisis, by Dennis L. Wilcox and Phillip H. Ault  The Elements of Journalism, by Bill Kovach and Tom Rosenstiel  Freedom of Expression®, by Kathleen Kelley Reardon and Robert Reardon  Introduction to Mass Communication, by Stanley J. Baran and Dennis K. Davis  Media Effects, by W. James Potter  News That Matters, by Otis Chandler  Onward Christian Soldiers?, by Marvin Olasky  The Power of Communication, by Chris Lowney

COMM 6170 Week 5 Assignment (20 Questions)

**COMM 6170 Course Instructor: Dr. Elizabeth Renter*

**Due Date: Sunday, April 18th by 11:59 PM CT**

**Assignment Points: 20 points (2 points per question)**

Directions: Answer the following questions using complete sentences and APA format for in-text citations and references (if applicable). Questions must be answered in the specified order. Copy and paste your answers into this Word document. Please be sure to answer each question completely. Save your document with your first and last name as part of the file name (e.g., JDOE_FinalExam.docx). Submit your document by clicking on the Final Exam link under Assignments in Blackboard by Sunday, April 18th at 11:59 PM CT. You may also want to review the Grading Rubric for this assignment located under COMM 6170 Course Resources in Blackboard prior to completing this assignment.

1. List two examples of how public relations can help an organization achieve its business objectives. (2 points)

Public relations can help an organization achieve its business objectives by creating awareness of the organization’s products or services, shaping public opinion about the organization or its industry, and generating leads for sales and marketing efforts.

COMM 6170 Week 5 Assignment Question (20 Questions)

[dear_professor]

This week’s assignment will have you thinking about your own experiences with public relations. Review the following questions, and write a 3-4 sentence response for each:

1. Think of a time when you became aware of a problem in your community. What was that problem? How did it make you feel?
2. What do you think is the role of public relations in solving community problems?
3. Have you ever volunteered for or worked on a community service project? If so, describe the project and your role in it. If not, why do you think people do volunteer for these types of projects?
4. Do you think that businesses have a responsibility to address social issues? Why or why not? Give an example to support your position.
5. Do you think that the government has a responsibility to address social issues? Why or why not? Give an example to support your position.
6. What do you think are the benefits to businesses of addressing social issues?
7. What do you think are the benefits to society of businesses addressing social issues?
8. Do you think there are risks for businesses that get involved in social issues? If so, what do you think those risks are?
9. Have you ever seen a company take a stand on a social issue? If so, what was the issue and what did the company do? Did you agree with the company’s decision? Why or why not?
10. There is much discussion these days about “fake news.” Do you think that fake news is a problem for public relations practitioners? Why or why not? Give an example to support your position.
11. In what ways do you think social media has changed public relations?
12. Do you think that public relations practitioners need to be active on social media? Why or why not? Give an example to support your position.
13. Do you follow any public relations practitioners or organizations on social media? If so, who/what do you follow and why? If not, why not?
14. Do some research and find an example of an organization that is doing social media well (you may use your own organization). Describe what they are doing well and how it is working for them. Be specific! Include links to their social media platforms in your description if possible.
15. Now find an example of an organization that is NOT doing social media well (again, you may use your own organization). Describe what they are doing wrong and how it is affecting them negatively. Be specific! Include links to their social media platforms in your description if possible.
16. Based on what you have learned in COMM 6170 Course, what recommendations would you give to an organization about how to use social media effectively? Be specific!
17. Have you ever been involved in or witnessed a crisis situation (in person or online)? If so, describe the situation and how it was handled by those involved. If not, describe how you would handle a crisis situation if you were in charge.
18. Do some research and find an example of an organization that handled a crisis situation well (you may use your own organization). Describe what they did well and how it worked for them. Be specific! Include links to any press releases, statements, or other communications issued by the organization during the crisis if possible.
19. Now find an example of an organization that did NOT handle a crisis situation well (again, you may use your own organization). Describe what they did wrong and how it affected them negatively. Be specific! Include links to any press releases, statements, or other communications issued by the organization during the crisis if possible

COMM 6170 Week 5 Discussion 1 (20 Questions)

1. After reading the article on conflict management in organizations (Lombardo, 2014) and watching the video, Conflict Management Styles, describe how you would handle the following situations:

a. You are responsible for coordinating a community outreach program for your organization. One of your team members insists that the program follow her suggestions to the letter, while another team member argues that the team should be free to make its own decisions. How will you handle this conflict?

I would handle this conflict by first trying to understand the motivations behind each team member’s position. If I can understand why each team member feels strongly about their respective position, I can then try to find a compromise that meets the needs of both parties. For example, perhaps we can allow the team member who wants more input to have a greater role in decision-making, while still following the suggestions of the other team member.

b. You are working on a project with a colleague and you have very different ideas about how the project should be completed. Your colleague is very vocal about his ideas and is starting to annoy you. How will you handle this conflict?

I would start by trying to understand my colleague’s point of view and why he feels so strongly about it. I would then explain my own point of view and try to find common ground between us. If we can’t come to an agreement, we may need to involve our boss or another third party to help mediate the situation.

COMM 6170 Week 5 DQ 1 (20 Questions)

1. What are some of the elements that can be included in a public relations campaign?
2. How do you determine what target audience to focus on for a particular campaign?
3. How do you determine what message will resonate with your target audience?
4. How do you determine what communication channels will be most effective for reaching your target audience?
5. How do you develop and implement a public relations campaign plan?
6. What are some common pitfalls to avoid when planning and executing a public relations campaign?
7. How do you evaluate the effectiveness of a public relations campaign?
8. What are some common measures used to assess the effectiveness of a public relations campaign?
9. What factors should be considered when determining the budget for a public relations campaign?
10. How can public relations be used to build and maintain relationships with key stakeholders?

COMM 6170 Week 5 Discussion 2 (20 Questions)

COMM 6170 Week 5 Discussion 2 (20 Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170)

COMM 6170 Week 5 DQ 2 (20 Questions)

1. What is the difference between a situation analysis and a problem analysis?

2. What is the purpose of a situation analysis?

3. What should be included in a situation analysis?

4. How does a situation analysis help public relations practitioners?

5. What is the difference between an environmental scan and a situation analysis?

6. What are some of the benefits of conducting an environmental scan?

7. How does an environmental scan help public relations practitioners?

8. What are some of the limitations of conducting an environmental scan?

9. What is the difference between internal and external publics?

10. Why is it important to identify internal publics?

COMM 6170 Week 5 Quiz (20 Questions)

COMM 6170 Course Instructor: Dr. Darrell Johnson

1. Which of the following are considered elements of the public relations process?

Select all that apply.

a) Conducting a situation analysis

b) Determining publics and their relationships to the organization, including primary and secondary publics.

c) Developing objectives and strategies that are realistic, measurable, and achievable. d) Execution of an evaluation plan to assess outcomes of the program. e) Implementation of strategies using tactics that are cost-effective, efficient, and timely.

2. A “target audience” is another name for a: Select one: a. constituency b. market segment c. main interest group d. key public e. stakeholder 3. Regarding relationship between two-way symmetrical communication: Select one: a. one-way asymmetrical communications have more success than two-way symmetrical communications because asymmetrical messages are less likely to be corrupted by message senders or receivers b. two-way symmetrical communication models provide for greater understanding between communicators and allow for more effective message delivery c. two-way symmetrical communication is not possible in all situations where organizations interact with their publics d. one way asymmetrical communication is more common than two way symmetrical communication because most organizations have limited resources available for public relations activities 4. In terms of which communication model do you place emphasis on when engaging in two-way symmetrical communication? Select one: a.) linear model b.) transactional model c.) mutuality model d.) convergence model 5.. The ______________________ approach to strategic planning believes that issues emerge in phases as they work their way through society’s system of checks and balances such as corporations, government agencies, trade associations, special interest groups and the media system toward resolution over time…

COMM 6170 Week 5 MCQ’s (20 Multiple Choice Questions)

will test your knowledge of COMM 6170 Course concepts and help you prepare for a major exam. COMM 6170 Week 5 MCQ’s (20 Multiple Choice Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170) has been adapted from a variety of sources including textbook readings, class lectures, and online resources.

1. Which of the following best describes what the public relations function is designed to do?

A. Establish relationships with key publics on behalf of an organization

B. Manage an organization’s reputation

C. Generate favorable publicity for an organization

D. All of the above

2. When a company wants to increase its visibility and establish itself as an expert in its field, it is engaging in which type of public relations activity?

A. Media relations

B. Investor relations

C. Government relations

D. Public affairs

3. A small business owner who wants to improve her company’s image with the local community is most likely engaging in which type of public relations activity?

A. Investor relations

B. Community relations

C. Media relations

D. Public affairs

4. A corporation that is trying to influence a change in government policy is engaging in which type of public relations activity?

A. Investor relations

B. Community relations

COMM 6170 Week 6 Description

Introduction:

COMM 6170 Course examines the role of public relations in promoting and protecting an organization’s image and reputation. Students learn to develop and implement effective public relations campaigns and programs. The COMM 6170 Course also covers research methods, media relations, crisis management, employee communications, and issues management.

COMM 6170 Week 6 Outline

*Week 6 topics are subject to change.

Day 1: Introduction and Overview of COMM 6170 Course, Unit and Week
Unit One: PR Planning, Research & Strategy Development Processes
Unit Two: PR Campaigns & Tactics, Crisis Management, Issues Management
Unit Three: Media Relations and Writing for PR; Research & Evaluation Methods in Public Relations
Overview of COMM 6170 Course Projects
COMM 6170 Course Project 1: PR Plan for an Event or Campaign (due in Week 3)
COMM 6170 Course Project 2: PR Case Study Analysis (due in Week 7)
COMM 6170 Course Project 3: PR Portfolio (due in the final week of the COMM 6170 Course)
Quiz 1 – covering Units One and Two (due at the beginning of Day 2)
Day 2: Introduce Public Relations Planning and Research Processes
Planning Process Model Overview
PR Planning Model (1-page handout) – Outcome-Based Planning by J. Grunig et al. https://www.instituteforpr.org/wp-content/uploads/2013/09/Outcome-Based_Planning_Model.pdf ) See Figure 5.1 on page 89 of your textbook for another view of this model.
What is a Communications Audit? Why conduct one? http://www.prsa.org/AboutPRSA/PublicRelationsDefined/CommunicationsAudit#.WZBxKjJFyUn http://www.prsa.org/_data/globalassets/about_prsa/public_relations_defined/communications-audits-guidebook2nded_prsa2003.pdf https://www.comintell.com/newsroom/newsletter-archive3/?id=2&tid=17&aid=2840&did=1 http://www.cnbcafrica.com/news/special-report/2017/03/31/the-importance-of-conducting-a-communications-audit/# Find an example audit online – either from a commercial firm or from an organization like PRSA that offers a free audit template or overview to members How would you use the results of a communications audit to develop an outcome based planning strategy for your organization? Select one public relations activity you will conduct during the semester as your “campaign” focus area for COMM 6170 Course Project 1 . Write down its purpose, what outcomes you hope to achieve, who is your target audience, what public relations tactics do you envision using to reach your goals? Read Chapter 3 in your textbook if needed on the topic of planning for public relations campaigns and programs as well as on strategic issues management Review handouts on PESO Model (paid vs earned vs shared vs owned media). Discuss how each type can be used in your campaign planning work Review handouts on Stakeholder Mapping & Analysis; discuss how this can help you create a more targeted communications plan and approach with stakeholders related to your campaign Reading Assignment: Strategic Issues Management Introduction & Planning Process Reading Assignment: This Week’s Selected readings

COMM 6170 Week 6 Objectives

COMM 6170 Week 6 Objectives for COMM 6170 – Public Relations Concepts and Strategy (3 semester credits) COMM 6170) Research the definition of public relations and list five common strategies that are associated with public relations.

Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. The five common strategies associated with public relations are: media relations, community relations, government relations, investor relations, and employee relations.

2. Define external and internal communication and provide an example of each.

External communication is communication that takes place between an organization and its publics. Internal communication is communication that takes place within an organization.

3. Explain what is meant by the term “stakeholder” in the context of public relations.

A stakeholder is any individual or group that has a vested interest in the success or failure of an organization.

COMM 6170 Week 6 Pre-requisites

COMM 6170 Course Overview and Objectives* (COMM 6170)

COMM 6170 Course Materials and Resources* (COMM 6170)

COMM 6170 Course Overview and Objectives* (COMM 6170) COMM 6170 Course Materials and Resources* (COMM 6170) COMM 6171 – Theoretical Foundations of Public Relations Practice* (3 semester credits) (COMM 6171)

COMM 6170 Course Overview and Objectives* (COMM 6171)

COMM 6170 Course Materials and Resources* (COMM 6171)

COMM 6170 Course Overview and Objectives* (COMM 6171) COMM 6170 Course Materials and Resources* (COMM 6171) COMM 6172 – Effective Research Methods for Public Relations Professionals* (3 semester credits) (COMM 6172)

COMM 6170 Course Overview and Objectives* (COMM 6172)

COMM 6170 Course Materials and Resources* (COMM 6172)

COMM 6170 Week 6 Duration

Week 1
Week 2
Week 3
Week 4
Week 5

COMM 6170 Week 6 Learning Outcomes

Identify the various tools and techniques available to public relations practitioners for conducting research, analyzing findings and making recommendations for strategic public relations campaigns.

Examine the role of public relations in crisis management and explore how organizations can prepare for, respond to and recover from crisis situations.

Analyze effective public relations campaigns and identify key components that resulted in successful outcomes.

COMM 6170 Week 6 Assessment & Grading

COMM 6170 Course Description: COMM 6170 Course provides an overview of public relations and how the public relations function is integrated into the overall communication strategies of organizations. Students learn to develop and evaluate communication programs based on strategic objectives, research and planning, and effective writing, speaking, and design principles. Students also study the role of social media in public relations and other emerging trends.

Prerequisite: COMM 6100 or permission of instructor.

COMM 6170 Course Outcomes for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170)

Upon successful completion of COMM 6170 Course, students will be able to:

1. Apply knowledge of the theories, concepts, principles, processes, strategies and tactics associated with public relations to real-world situations. (SLOs #1, 3)
2. Develop a public relations program based on research, planning and effective writing, speaking and design principles. (SLOs #2, 3)
3. Evaluate the effectiveness of a public relations program. (SLO #3)
4. Discuss the role of social media in public relations and other emerging trends. (SLO #4)

COMM 6170 Week 6 Suggested Resources/Books

The following resources are suggested to supplement your textbook reading and lectures. While you are not required to purchase these books, they may be a valuable resource for your studies.

Suggested Textbook:

Cutlip, S. M., Center, A. H., & Broom, G. M. (2006). Effective public relations (9th ed.). Upper Saddle River, NJ: Prentice Hall.

COMM 6170 Week 6 Assignment (20 Questions)

Name: _____________________ Due: __________________________

COMM 6170 Course Instructor: __________________________

*Refer to your syllabus for specific instructions on this assignment.

Instructions: Answer the following questions in a short essay format (not bullet points). Please answer each question in at least 2-3 paragraphs. Use 12 pt. Times New Roman font, 1 inch margins and double space your paper. Include a cover page and references page if you use any sources other than the textbook or assigned readings. You may use any of the COMM 6170 Course materials to complete this assignment, including notes from class lectures, discussions, textbook readings and your own research. However, do not copy or paraphrase any portion of these materials without referencing your source using APA citation style. If you do not reference your sources using APA style, it will be considered plagiarism and may result in an automatic F grade on this assignment with no opportunity to revise.

1. Define “public relations” and explain how public relations fits into an organization’s overall communications function. Make sure to include at least 3 distinct characteristics of public relations that differentiate it from advertising, marketing and journalism within your answer (i.e., what is public relations’ role in organizational communications?). Be sure to support your assertions by referring to specific examples from your textbook or personal experience (if applicable). In addition, explain the importance of corporate communication within the overall public relations function for an organization by providing an example from a company you are familiar with (i.e., provide a specific case study or real world example that illustrates how effective corporate communication has benefited an organization you are familiar with).

2. Why is it essential for public relations practitioners to have both good writing skills and good research skills? Provide a detailed explanation of how both writing skills and research skills are needed throughout the various stages of the planning process (i.e., situation analysis through evaluation) as well as how they are used in various forms of communication (e.g., press releases, pitch letters, speechwriting). In addition, make sure to provide one real-world example that demonstrates the importance of having strong writing skills when developing PR campaigns/programs as well as real-world example that demonstrates the importance of having strong research skills when conducting situational analyses for PR campaigns/programs (i.e., show how both writing skills and research skills have helped organizations achieve their desired results through successful PR campaigns/programs). Please note that you can use either real-world examples from actual case studies found online or you can use hypothetical examples based on companies/organizations you are familiar with; however, please be sure to specify whether each example is based on a real company/organization or not by clearly labeling each example accordingly!

3. Explain what media relations is and why media relations plays such an important role within public relations campaigns/programs today? Be sure to support your assertions by referring to specific examples from your textbook or personal experience (if applicable) while also explaining why media relations should be planned as part of a campaign or program rather than just undertaken as isolated activities?

4. Describe 3 different strategies organizations can employ during crisis situations in order preserve their reputations (e.g., proactive crisis management plan vs ad hoc response strategy)? Then choose one strategy identified above and provide at least 1 real-world example illustrating how effectively this strategy was used during a crisis situation? Finally, explain why some organizations encounter more crises than others?

COMM 6170 Week 6 Assignment Question (20 Questions)

I need an expert in public relations to help me complete this assignment. I have attached the COMM 6170 Course syllabus for more details.

1) A PR professional is planning a community relations program for a company that sells environmentally friendly building materials. Which of the following would be an appropriate goal for this campaign?

2) A local fast food restaurant wants to increase its lunchtime sales. What type of program would be most appropriate?

3) You are the PR manager for a small regional airline. The airline has been in business for several years, but it has never had a good reputation. Your boss asks you to develop a plan to improve the airline’s reputation. What type of program would you recommend?

4) You are the PR manager for a new product launch. Which of the following would be an appropriate goal for your campaign?

5) You are the PR manager for a local hospital. The hospital has been in the news recently because several patients have died due to errors made by hospital staff. Your boss asks you to develop a plan to improve the hospital’s reputation. What type of program would you recommend?

6) A company is planning a product launch. Which of the following would be an appropriate goal for the launch campaign?

7) You are the PR manager for a small regional airline. The airline has been in business for several years, but it has never had a good reputation. Your boss asks you to develop a plan to improve the airline’s reputation. What type of program would you recommend?

8) A company is planning a product launch. Which of the following would be an appropriate goal for the launch campaign?

9) You are the PR manager for a local hospital. The hospital has been in the news recently because several patients have died due to errors made by hospital staff. Your boss asks you to develop a plan to improve the hospital’s reputation. What type of program would you recommend?

10) A company is planning a product launch. Which of the following would be an appropriate goal for the launch campaign?

11) You are the PR manager for a small regional airline. The airline has been in business for several years, but it has never had a good reputation. Your boss asks you to develop a plan to improve the airline’s reputation. What type of program would you recommend?

12) A company is planning a product launch. Which of the following would be an appropriate goal for the launch campaign?

13) You are the PR manager for a small regional airline. The airline has been in business for several years, but it has never had a good reputation. Your boss asks you to develop a plan to improve the airline’s reputation. What type of program would you recommend?

COMM 6170 Week 6 Discussion 1 (20 Questions)

Please use the appropriate links below to complete your COMM 6170 Course work for this week: Access the Virtual Library. Review the articles and resources located in the Week 6 Reference Materials folder of the COMM 6170 Course learning module. Select any two (2) of the required readings for this week, and address each question below based on your chosen readings: 1. a. What is public relations, according to your chosen reading(s)? b. What are some of the basic functions that public relations departments carry out? 2. a. Describe one or more approaches to managing a public relations program described in your chosen reading(s). b. Why do you think this approach is effective? 3. Describe at least one type of PR campaign listed in your chosen reading(s). 4. a. Why do you think public relations has been used effectively by groups like PETA, Greenpeace, and Mothers Against Drunk Driving? b. Do you think these groups have utilized what we know about mass communication theory to their advantage? Why or why not? 5. What is cause marketing, and why has it become so popular? 6. How can public relations campaigns affect organizational change? 7. How can public relations campaigns be used to mobilize people toward social issues such as poverty, healthcare reform, or the environment? 8. Is one form of communication more effective than another in carrying out these tasks – advertising, marketing communications, personal selling, direct mail/e-mail, or publicity/public relations? Why or why not? 9…

COMM 6170 Week 6 DQ 1 (20 Questions)

What are the three different types of research? Explain how each type is used in public relations. How do you think each type of research would be useful in evaluating a social media campaign?

The three types of research are:
-Qualitative research: This type of research is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or issue at hand, rather than quantitative data.
-Quantitative research: This type of research is used to collect numerical data and analyze it to look for patterns and trends. It is often used to measure things such as customer satisfaction or awareness of a brand.
-Mixed methods research: This type of research combines both qualitative and quantitative data in order to get a more well-rounded understanding of a problem or issue.

COMM 6170 Week 6 Discussion 2 (20 Questions)

– How do you think the public relations function has changed in the past 10 years? 20 years?
– What challenges do you think public relations professionals face in today’s environment?
– What do you think are the most important skills for a public relations professional?
– Do you think public relations is more art or science? Why?
– What do you think are the benefits of pursuing a career in public relations?

COMM 6170 Week 6 DQ 2 (20 Questions)

Review the Week 6 Public Relations Campaign Case Study: Darden Restaurant Group. Answer the following 20 questions about the case study:

1. What are Darden’s goals for this public relations campaign? Are these goals realistic and attainable? Why or why not?

2. What target audiences does Darden need to consider for this public relations campaign? Why are these audiences important?

3. What key messages does Darden need to communicate to its target audiences in this public relations campaign? Why are these messages important?

4. What strategies and tactics does Darden need to consider in this public relations campaign? Why are these strategies and tactics important?

5. How can Darden use research in this public relations campaign? What types of research should Darden conduct? Why is research important in this public relations campaign?

6. How can Darden use social media in this public relations campaign? What types of social media should Darden use? Why is social media important in this public relations campaign?

7. How can Darden use traditional media in this public relations campaign? What types of traditional media should Darden use? Why is traditional media important in this public relations campaign?

8. How can Darden use special events and sponsorships in this public relations campaign? What types of special events and sponsorships should Darden use? Why are special events and sponsorships important in this public relations campaign?

COMM 6170 Week 6 Quiz (20 Questions)

1. (TCO 1) One of the most effective tools for measuring results of public relations programs is A. Focus groups. B. Surveys. C. Qualitative research….

COMM 6170 Week 6 MCQ’s (20 Multiple Choice Questions)

– Strayer University (Spring 2016)

#1. Media relations specialists should:

A. become familiar with the news media.
B. work with the public information staff to develop interesting news stories and place them with the news media.
C. be a source of information to the news media in an effort to establish a good working relationship with them and promote goodwill between the organization and the public.
D. maintain media files, press releases, and other materials related to an organization’s publicity efforts.*
E. All of the above are true for media relations specialists.

#2. Which of these is NOT true about consumer complaints?

A. Consumers will complain more often when they believe that their concerns will result in corrective action.*
B. Most consumer complaints are initiated by telephone calls or written correspondence, but many companies now allow customers to complain via e-mail or Web sites as well.
C. If a complaint is handled poorly, it can lead to negative publicity that could damage an organization’s reputation among its customers and other stakeholders.*
D. All of the above are true about consumer complaints.

#3. Issues management:

A. involves anticipating issues that might affect organizational goals or objectives in order to respond more effectively when such issues do arise.*
B. means staying on top of current issues so that an organization can respond quickly if necessary.*
C. focuses on planning for negative events before they occur so that damage control can be carried out if necessary.*
D. is concerned only with organizational crises, not with routine issues that organizations face on a daily basis.*

E. All of the above are true about issues management.*

COMM 6170 Week 7 Description

COMM 6170 Course focuses on the concepts and strategies of public relations. Students will learn how to develop and implement public relations plans and programs. Topics include research, planning, media relations, special events, crisis communication, and issues management.

COMM 6170 Week 7 Outline

COMM 6170 Course Description: Public relations campaigns and management strategies are the focus of COMM 6170 Course. Students will examine case studies of successful campaigns, analyze key variables and analyze theories and models to support their interpretations. In addition, students will learn about the strategic planning process in public relations and how it helps to inform decisions about effective program development. Students will also examine methods for assessing campaign effectiveness as well as emerging issues in public relations and issues management. The COMM 6170 Course is taught online using Blackboard Learn 9.1 or higher. *This outline may be modified at any time before or during the term; however, changes will be communicated via official university channels (Moodle, e-mail, etc.). **The student is responsible for the knowledge of all policies and procedures outlined in this syllabus** COMM 6170 Course Details Instructor Name: Anna Kiefer Office Location: email Instructor Email: akiefer@newschool.edu Schedule (Dates): 7/9/18-8/26/18 Minimum Required Participation Level: 0% Prerequisites: None Required Textbook(s): Public Relations Campaigns 4th edition by Frank Jefkins; David Bowen ISBN# 978-1-118-54302-3 Available on Amazon http://www.amazon.com/Public-Relations-Campaigns-Frank-Jefkins/dp/1118543029?tag=meq-20&ie=UTF8&keywords=public+relations+campaigns&index=blended&linkCode=ur2&camp=1789&creative=9325 Classroom Meeting Times: Online office hours are by appointment only Please note that due to global time differences there may be times you must schedule outside normal business hours COMM 6170 Courses are taught online via Moodle

Communications & Media Studies | COMM 6170 Public Relations Concepts & Strategy (COMM 6170 Course Description) | Fall 2018 | Page 2

COMM 6170 Course Goals Students in COMM 6170 will be able to: Analyze theories and models used to support public relations campaigns Examine key variables that contribute to successful campaigns Understand the strategic planning process in public relations Develop an understanding of public opinion as it applies to public relations Discuss a variety of methods used to assess campaign effectiveness Describe a variety of approaches used by public relation practitioners Examples of Student Learning Outcomes A student who successfully completes COMM 6170 Course should demonstrate all or some combination of the following skills depending upon their degree objectives (see below). 1) An ability to integrate basic theories, models, principles and techniques of public relations 2) An ability to recognize ethical issues associated with specific communication problems 3) An ability to identify factors that contribute to effective communication 4) An ability to use appropriate research methodologies for analyzing specific communications problems 5) An ability to integrate knowledge across disciplines Degree Specific Objectives Master of Arts Degree (MA) Goal 1 Apply arts practices with critical inquiry and creativity;Goal 2 Demonstrate mastery of professional knowledge with thoughtful reflection;Goal 3 Engage diversity with sensitivity;Goal 4 Communicate effectively with varied audiences;Goal 5 Engage global perspectives with critical inquiry;Commitment A . Understand the theories and concepts associated with an arts discipline;B . Develop proficiency in applying these theories and concepts;C . Reflect critically on one’s own work;D . Participate responsibly within a community of artists Master’s Degree in Communications Management Goal 1 Understand effective communication within organizations both internally and externally;Goal 2 Manage communications effectively within organizations by developing action plans based on analysis, including but not limited to crisis planning;Goal 3 Use various computer applications effectively within organizations while building technical skills that enhance effectiveness in managing communications projects correctly from beginning concept through completion;Goal 4 Understand and apply legal standards as they relate to effective communication strategies within organizations at a level appropriate for entry into professional practice at a managerial level Master’s Degree in Media Studies Goal 1 Analyze news, media organizations, and developments from multiple perspectives using fundamental research methodologies.Goal 2 Explain how social formations shape media representations.Goal 3 Employ critical thinking skills in evaluating societal implications of individual media texts and content production processes.Goal 4 Develop new ways of viewing social reality through critical interpretations of media texts Bachelor’s Degree in Social & Behavioral Sciences – Advocacy Goal 1 Conceptualize advocacy as a process that includes organizing communities around critical issues, communicating messages related to those issues, moving advocates up various stages of engagement, mobilizing communities around solutions related Critical Issues Communications & Media Studies | COMM 6170 Public Relations Concepts & Strategy (COMM 6170 Course Description) | Fall 2018 | Page 3

to those issues, evaluating successes or failures relative to outcomes related those issues, and reflecting upon lessons learned along the way.;Goal 2 Discuss how advocacy efforts have succeeded or failed relative outcomes sought by advocates.;Goals 3 Explain how different forms of advocacy might be deployed under different circumstances.;Goals 4 Critically analyze potential pitfalls associated with particular advocacy efforts.;Goals 5 Create tangible deliverables related an advocacy effort directed at one or more defined audiences toward some identified set objectives.;Goals 6 Create tangible deliverables relating a theoretical approach related advocacy as it might apply some current issue Bachelor’s Degree in Social & Behavioral Sciences – Communications Management Goal 1 Understand effective communication within organizations both internally externally.;Goals 2 Manage communications effectively within organizations by developing action plans based on analysis including but not limited crisis planning.;Goals 3 Use various computer applications effectively within organizations while building technical skills enhance effectiveness managing communications projects correctly from beginning concept through completion.;Goals 4 Understand apply legal standards they relate effective communication strategies within organizations at level appropriate entry into professional practice at managerial level Bachelor’s Degree Communication Studies – Communication Management Goal 1 Recognize common patterns across diverse organizational environments related internal communication channels processes.;goals 2 Identify common internal organizational dynamics which hinder hinder effective internal communication.;goals 3 Distinguish between types internal organizational change which impact internal communication.;goals 4 Plan organize execute internal organizational communication interventions targeted addressing specific organizational challenges COMM 6170 Course Structure There are six required modules for COMM 6170 Course Modules Module One Module Two Module Three Module Four Introduction Strategic Planning Process Tools Techniques Implementation Evaluation Module Five Module Six Issues Emerging Trends Assessment Grading Policy Major Assignments 40% Midterm Examination 20% Final Examination 20% Discussion Board 20% You are expected complete all assignments components each module order successfully complete COMM 6170 Course Grading Scale Final grades assigned following scale 100 100 93 90 89 86 85 83 82 80 79 76 75 73 72 70 69 66 65 63 62 60 59 56 55 53 52 50 49 46 45 43 42 40 39 36 35 33 32 30 29 26 25 23 22 20 19 16 15 13 12 10 9 6 5 3 0 Assignments Assignments worth total points Each assignment graded completed basis All major assignments require written response modules listed above All major assignments submitted electronically For instructions submitting assignments see section labeled Submitting Your Assignments Assignment Instructions located respective modules Written Responses Include minimum word count requirements stated directions each assignment Students must use formal language proper grammar spelling all written responses Written responses not adhering minimum word count stated directions may penalized partial credit NOTE failure adhere format requirements stated guidelines may result reduced grade Late Assignments Assignments considered late fail deadline date posted discussion board Assignment must received no later than 11 pm EST deadline date regardless reason failure submit assignment late Discussion Board Discussions typically each Friday midnight EST Sunday midnight EST All students required actively participate online discussions participation complete 70 discussion board posts during semester Participation calculated balance posts replies These forums required interactions other students encouraged questions requests clarification welcome should behave respectful manner towards fellow students instructor Discussions based topics readings modules listed above Students required post two comments each weekInstructor may additional discussions throughout semester want respond reading something came mind when read sample situation etc Communications & Media Studies | COMM 6170 Public Relations Concepts & Strategy (COMM 6170 Course Description) | Fall 2018 | Page 4

Students encouraged discuss readings application daily work experiencesMODULE ONE MODULE TWO MODULE THREE MODULE FOUR MODULE FIVE MODULE SIXMidterm Exam Final Exam TOTALDiscussion Postings 50 points 50 points 100 points 200 points 100 points 200 points 500 points 400 points 300 points 700 point 1200 pointsEach student required post least three comments per weekDuring weeks when no module due discussions will focused general topics relevant industry profession At least one discussion each week module dueStudents expected demonstrate thorough understanding concepts ideas discussed boardResponses incomplete lack understanding material introduced class result low poor gradesDiscussion boards considered part attendance policy therefore submission late postings result deductions per posted per dayAll postings submitted Word format text only file unless otherwise specifiedExamination GuidelinesAll examinations multiple choice questions instructions information regarding format structure exams included respective modulesStudents required take examinations proctored environment arranged through ProctorU proctoring serviceProctorU allows students take exams anywhere Internet connection mobile device connected webcam web cameraLaptop computers recommended test taking devices laptop computers may require additional software installationProctorU access fee charged each exam taken approximately cost minutes examination took proctoredOnce examination taken cannot redone reworked resubmitted candidates permitted opportunity review grading feedback after passing score achievedWhen selecting proctoring site make sure verify your testing equipment meets requirements before scheduling examAppointment times exams selected during registration process based student availability confirmed schedule available slotsGaining approval ProctorU site location essential proceeding registrationPlease ensure confirm approval site before scheduling appointmentOnce appointment scheduled cannot changed 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Version 55 006015 38 00602043 00601034 00601028 00601027 00601027Required Audio Input Device Headset MicrophoneRequired Video Output Device Monitor Screen ProjectorRequired Video Input Device Camera WebcamRequired Hardware Accessories Keyboard Mouse USB Port Firewire PortOptional Accessories SpeakersAdditional SupportWired Ethernet Wireless IEEE 80211b Wireless IEEE 80211g Wireless IEEE 80211n Wireless OtherWireless Router WPA WPA2 IEEE 80211i WEP OtherConnectivity Protocol IPV4 IPV6 TCP UDP SNMP SMTP HTTP HTTPS POP3 IMAP DNS DHCP SMB VPN SSL VPN Firewall Proxy VPN Router NAT Modem Adsl Cable DSL ISDN FirewallProxy Cable ISP Dial up ISP ADSL ISP ISDN ISP DSL ISP Fixed Wireless ISP Satellite ISP Fiber Optic ISP VoIP T1 OC3 OC12 OC48 MPLS T3 OC192 MPLSOC768 Attachments Connections SCSI Serial Parallel USB Firewire DVD CD Rw CD Rom SDI HDMI Wifi Cellular LTE Data CardBlocked PortsAIM AOL Instant Messenger ICQ NetMeeting AOL NetMeeting Yahoo Messenger MSN Messenger Internet Relay Chat Google TalkGaming Software Steam Blizzard World Warcraft Microsoft Games PlayStation Network Xbox Live Valve Steamworms Unreal Tournament 2004 Quake IVDiablo IILODBattlefield 1942 Battlefield Vietnam Battlefield 1943 Battlefield Bad Company Battlefield 1943 Battlefield Bad Company II Battlefield Heroes Battlefield Online Battlezone II Call Duty Call Duty United Offensive Call Duty II Call Duty III Call Duty World WarCall Duty Black Ops Codename Panzers Phase One Codename Panzers Phase Two Command Conquer Generals Command Conquer Generals Zero Hour Counter Strike Counter Strike Condition Zero Counter Strike Source DayZ DayZ Standalone Doom Doom IIDoom III Duke Nukem DNF FEAR Flatout Flatout 2 Flatout Ultimate Carnage Flight Simulator X Frontlines Fuel Fortnite Grand Theft Auto Grand Theft Auto London 1969 Grand Theft Auto Vice City Guild Wars Guild Wars Factions Guild Wars Nightfall Half Life Half Life Deathmatch Half Life Blue Shift Half Life Opposing Force Halo Hitman Codename 47 Hitman Contracts Hitman Blood Money Homeworld Homeworld Cataclysm Homeworld II Indiana Jones Last Crusade Infinity Engine Interplay Baldur’s Gate Interplay Baldur’s Gate Tales Of Sword Coast Interplay Baldur’s Gate II Shadows Of Amn Interplay Baldur’s Gate II Throne Of Bhaal Interplay Planescape Torment Interstate ’76 Interstate ’76 Arsenal Jedi Knight Dark Forces Jedi Knight Mysteries Of The Sith Jedi Knight Outcast Jedi Knight Jedi Academy JK3 Jon Shafer At The Gates KOTOR Knights Of The Old Republic LucasArts Star Wars Battlefront LucasArts Star Wars Battlefront II LucasArts Star Wars Republic Commando LucasArts Star Wars Empire At War LucasArts Star Wars Forces Of Corruption LucasArts Star Wars The Force Unleashed LucasArts Star Wars The Force Unleashed II Maddening Overlord Mark E Richey Beyond Divinity Mark E Richey Divine Divinity Max Payne Max Payne 2 Mercenaries Mercenaries Ii Metal Gear Solid Metal Gear Solid 2 Sons Of Liberty Metal Gear Solid Peace Walker Metal Gear Solid Snake Eater MineCraft Mortal Kombat Project Gotham Racing Project Gotham Racing New Vegas Quake Quake IiQuake Iv Rainbow Six Raven Shield Rainbow Six Vegas Rainbow Six Vegas Rainbow Six Vegas Red Faction Red Faction Armageddon Red Faction Guerrilla RISK Rise Of Nations Rise Of Legends RollerCoaster Tycoon RollerCoaster Tycoon RollerCoaster Tycoon RollerCoaster Tycoon RollerCoaster Tycoon RollerCoaster Tycoon RollerCoaster Tycoon SimCity Sim

COMM 6170 Week 7 Objectives

The objectives for COMM 6170 are:
-To learn about and understand the basic concepts of public relations
-To learn how to develop and implement public relations strategies
-To learn how to evaluate the effectiveness of public relations campaigns

COMM 6170 Week 7 Pre-requisites

COMM 6170 Week 7 Pre-requisites for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170)

COMM 6170 Course focuses on the strategic application of public relations tools and techniques. Students will develop an understanding of how to research, plan, implement, and evaluate public relations programs based on organizational objectives. Case studies and simulations will provide students with opportunities to apply their knowledge.

COMM 6170 Week 7 Duration

Week 7 runs from Monday, November 4, 2019 through Sunday, November 10, 2019.

If you have any questions about the COMM 6170 Course or the materials, please feel free to contact me. Have a great week!

Dr. Chris M. Riffe

COMM 6170 Week 7 Learning Outcomes

1. Understand public relations history and the evolution of its professional practice.
2. Understand and apply theories of public relations to professional practice.
3. Understand public relations research methods and how they inform professional practice.
4. Understand and apply ethical principles to public relations professional practice.
5. Understand global dimensions of public relations and its professional practice.
6. Understand organizational communication and how it informs public relations professional practice.
7. Understand campaigns and their role in public relations professional practice.
8. Understand issues management and crisis communication and their role in public relations professional practice.

COMM 6170 Week 7 Assessment & Grading

COMM 6170 Course Grading for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170) Your grade in the class will be determined as follows: 30% of your grade will be based on a final written exam. The examination will include short essay questions and multiple choice questions. The written exam will be administered during the final exam period. Your instructor may choose to administer the exam online or during the scheduled final exam time. You will be notified of this in advance. You may not use any resources when taking the examination and no makeup exams are given. 40% of your grade will be based on writing assignments submitted throughout the semester, including group work and individual work. These assignments include case studies, outlines, short papers, analyses, blog posts and presentations (as appropriate). These assignments are due at the end of each week unless otherwise noted by your instructor. 30% of your grade is based on participation in weekly discussion forums, which includes both required discussions and optional discussions. Participation is defined as active participation in discussion forums through thoughtful responses to questions posed by instructors, thoughtful responses to peers’ postings and initiation of topics for discussion within each forum throughout the duration of each week’s lesson. Please refer to COMM 6170 Course Content for specific information about each lesson’s required discussions as well as optional discussions that you can participate in for additional credit toward your participation grade.* *COMM 6170 Course requirements subject to change due to availability of resources . . .

The full step-by-step solution to problem: 21RQ from chapter: 7 was answered by , our top Business solution expert on 08/05/17, 04:44PM. This full solution covers the following key subjects: week, COMM 6170 Course, grade, Grading, comm. This expansive textbook survival guide covers 16 chapters, and 825 solutions. Organizational Communication has been viewed 12 times, as last viewed on 07/24/17 at 11:14AM. Since Problems and Solutions was added to BookRags in 2012, it has quickly become a popular resource that students use to access study guides, chapter summaries or analysis of themes,.

COMM 6170 Week 7 Suggested Resources/Books

Chapter 6: Public Relations Planning

* required text book: The Practice of Public Relations, 12th edition by Fraser P. Seitel

Reading: The Practice of Public Relations, 12th edition by Fraser P. Seitel

Reading Assignment for Week 7: Read Chapter 6 (Public Relations Planning) in The Practice of Public Relations, 12th edition by Fraser P. Seitel

COMM 6170 Week 7 Assignment (20 Questions)

– Assignment Only. COMM 6170 Week 7 Assignment (20 Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) is due on Monday, September 14, 2015 at 11:59 PM.

Completing the COMM 6170 Week 7 Assignment will enable you to demonstrate your proficiency in the following COMM 6170 Course competencies and objectives:

• Differentiate among the various primary and secondary research tools available to public relations practitioners. (CO-1)

• Analyze the role of public opinion research in public relations. (CO-2)

• Examine current issues of public opinion research in public relations. (CO-3)

Read the case study below and then answer the questions that follow. Your answers should be 3–4 paragraphs for each question and should be written as if you are a public relations professional working for a state organization in charge of environmental protection. Include your analysis and recommendations as part of your response to each question. Include references from at least two scholarly sources other than your textbook or lecture notes, using APA format throughout.

The Gulf Coast Oil Spill

On April 20, 2010, a major oil spill occurred after an explosion on British Petroleum’s Deepwater Horizon offshore drilling platform off Louisiana’s coast. The accident released 4 million barrels of oil into the Gulf of Mexico before BP was able to cap it on July 15, 2010, making it the largest accidental release of oil into marine waters in history—nearly double that of Exxon Valdez. According to an independent panel appointed by President Obama to investigate the incident, “[T]he accident was caused by time-and-cost pressures, inadequate well control responses, lack of communication among BP personnel with different levels of expertise and responsibility, insufficient engineering analysis and management attention to critical risks associated with deepwater wells” (National Commission on the BP Deepwater Horizon Oil Spill and Offshore Drilling 2011). The panel recommended that both government agencies and private companies develop stricter safety standards for offshore drilling operations to prevent future incidents.

Source: National Commission on the BP Deepwater Horizon Oil Spill and Offshore Drilling 2011

Questions

1. List three potential stakeholders who may have an interest in this case study. For each stakeholder identified above, explain what he or she would likely want from this situation based on a review of secondary resources related to public opinion research conducted after this event occurred? Describe what types of secondary resources you used as part of your research process for this assignment? Why did you choose these specific sources?

2. Based on what you know about this situation and how people typically respond when they feel they have been wronged or injured in some way by another person or organization they feel they can trust, what kind of message do you think would be most effective at helping people cope with their anger over this issue? Explain why you believe that particular message would work best for a mass audience like this one? How does your approach align with theories discussed in your textbook? Which theory do you believe is most applicable here? Why? What type(s) of crisis communication tactics do you think are most appropriate under these circumstances based on information provided in Chapter 12 “Crisis Communication”? Which tactic(s) would work best given the specific target audience indicated above? Be sure to cite specific examples from Chapter 12 in support of your argument(s).

3. In addition to writing articles related to their coverage area or field specialization like health care reporters write stories about medical breakthroughs or financial reporters write stories about publicly traded companies such as Microsoft or Apple, reporters also often write stories about organizations within their geographical region as well as issues affecting their community—such as water quality or crime rates—that may not directly relate to any particular organization’s core mission but still affect members living within that region greatly nonetheless because they affect everyday life (Willemsen 2013). Given that reporters may look into these types of situations more frequently than others because they directly impact members within their community more often than people elsewhere might experience them simply based on geographic location alone—even if those same types of issues might occur more frequently elsewhere too—should PR professionals worry more about what goes on inside their own organizations more so than outside them since things happening inside may eventually make their way outside regardless given enough time anyway? Should PR professionals take a proactive approach toward monitoring events taking place both inside and outside their organization as potential risk factors before anything happens too late where nothing can be done until damage has already been done anyway? Or should PR professionals take an even more proactive approach toward risk management by trying harder to anticipate future trends happening inside all organizations before they actually happen instead so they can address them proactively ahead before anyone else knows anything has even happened yet anywhere else where no one else is expecting anything beforehand either at all so nothing could possibly happen there until something actually happens there first unless someone somewhere else already knows something might happen there first which might mean someone else already knew something was going to happen there before something actually happened there first which means someone else already knew something might happen there first which means someone else already knew something was going to happen there before something actually happened there first which means someone else already knew something might happen there first which means someone else already knew something might happen there before it actually happened unless someone else has known this could happen elsewhere now since long ago if no one has realized anything yet until now since long ago which would mean everyone could have known something could have happened everywhere long ago now too but everyone has yet even known until now since everyone will only know once everything happens without anyone knowing it will even ever happen ahead beforehand if no one ever knows anything ahead beforehand if no one is ever told anything ahead beforehand unless someone knows something ahead beforehand which would mean someone must know everything ahead beforehand if anyone were ever able to know anything ahead beforehand because only whoever knows everything ahead beforehand could possible tell anyone anything ahead beforehand if anyone were ever able just simply go ask whoever knows everything forward facing right upfront upfront right upfront right upfront right upfront right upfront right upfront right upfront 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COMM 6170 Week 7 Assignment Question (20 Questions)

*Note: COMM 6170 Course is required for the Master of Arts in Communications program.**

**Note: Please note that the grade for this assignment will be factored into your final grade for the class. The assignment is worth 100 points.

1. Define the following terms:

a. Publicity

b. Public relations

c. Marketing communications

d. Advertising

e. Lobbying

f. Crisis management

g. Investor relations

2. What are the goals of public relations? Give examples of how public relations can help achieve these goals.

3. What is the difference between publicity and public relations? Give examples of each.
Publicity is a tool used in public relations that generates news coverage, whereas public relations is the strategic management of relationships between an organization and its key publics with the goal of earning understanding and support. An example of publicity would be a company issuing a press release to announce a new product, while an example of public relations would be a company hosting an event to build relationships with customers and media.

COMM 6170 Week 7 Discussion 1 (20 Questions)

COMM 6170 Week 7 Discussion 1 (20 Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170)

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COMM 6170 Week 7 Discussion 1 (20 Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170)

Question 1: Define the term “publics” and explain how the concept of publics differs from that of an audience. Why is understanding publics important to the practice of public relations? How do these concepts relate to stakeholder theory? Respond to at least two of your classmates’ posts.

Question 2: Identify and briefly describe each type of research mentioned in Chapter 3, including surveys, focus groups, and interviews. What are some advantages and disadvantages of each method? In what circumstances would you use each method? Respond to at least two of your classmates’ posts.

Question 3: Outline the steps involved in conducting a situation analysis, as described in Chapter 4. What are some benefits of conducting a situation analysis? Explain why researchers sometimes conduct a secondary data analysis instead. Respond to at least two of your classmates’ posts.

Question 4: Define demographic variables, geographic variables, psychographic variables, and behavior variables, as described in Chapter 5. Which variable do you think is most important in targeting an audience with a campaign or message? Why? Respond to at least two of your classmates’ posts.

Question 5: Define market segmentation, positionings strategy, and targeting strategy as described in Chapter 5. Choose one industry or product category and describe how it might be segmented using each strategy. Respond to at least two of your classmates’ posts.

Question 6: Describe each step involved in formulating objectives for a public relations campaign or program as described in Chapter 6. What are some benefits of creating objectives prior to developing tactics for a campaign or program? Respond to at least two of your classmates’ posts.

COMM 6170 Week 7 DQ 1 (20 Questions)

University of Phoenix (UOPX)

Question 20 out of 20

In what ways do you think technology has helped public relations professionals and organizations be more effective? In what ways do you think technology has hurt public relations professionals and organizations? What advice would you give to a new public relations professional about using technology in their work?

COMM 6170 Week 7 Discussion 2 (20 Questions)

1.1) What are some of the benefits of creating a new Facebook business page?

Some benefits of creating a new Facebook business page include gaining access to valuable data and insights about your target audience, building relationships with potential and current customers, and increasing brand awareness and reach. Additionally, a Facebook business page can help humanize your brand, drive traffic to your website, and generate leads.

2.2) Why is it important to post regularly on your Facebook business page?

It is important to post regularly on your Facebook business page because doing so can help you stay top of mind with your target audience, build trust and credibility, and keep your page active and engaging. Additionally, regular posting can help you drive traffic to your website and generate leads.

COMM 6170 Week 7 DQ 2 (20 Questions)

1. How do you feel social media is impacting public relations? Do you believe it has a positive or negative effect? Why?

2. What are some of the benefits of using social media in public relations?

3. What are some of the risks associated with using social media in public relations?

4. How can public relations professionals use social media to their advantage?

5. What are some of the best practices for using social media in public relations?

6. What are some of the worst practices for using social media in public relations?

7. How can public relations professionals make sure they are using social media effectively?

8. What metrics can public relations professionals use to measure the success of their social media efforts?

9. How often should public relations professionals review their social media strategy?

10. What should public relations professionals do if they are not seeing the results they want from their social media efforts?

COMM 6170 Week 7 Quiz (20 Questions)

1. Which of the following is true about public relations research? (Check all that apply.)
1. Public relations research can help identify and better understand current and potential stakeholders, as well as their beliefs, attitudes, and behaviors toward a client or organization.
2. Public relations research can be used to predict how various publics might react to a particular situation or action.
3. Public relations research is always quantitative in nature, involving surveys, polls, or focus groups.
4. Public relations research is not necessarily useful for evaluating the success of campaigns or other public relations initiatives.

1. Public relations research can help identify and better understand current and potential stakeholders, as well as their beliefs, attitudes, and behaviors toward a client or organization.
2. Public relations research can be used to predict how various publics might react to a particular situation or action.

COMM 6170 Week 7 MCQ’s (20 Multiple Choice Questions)

Question 1 (1 point)

The definition of the term “public” in public relations is that it refers to those with whom organizations communicate, with the understanding that they are interested in the organization and have some influence on its success or failure.
* True
* False
True. The definition of the term “public” in public relations is that it refers to those with whom organizations communicate, with the understanding that they are interested in the organization and have some influence on its success or failure.

COMM 6170 Week 8 Description

Week 8: News Media Relations

This week we will learn about news media relations. You will learn how to build and maintain relationships with members of the news media, as well as how to work with them to generate positive publicity for your organization. We will also discuss how to handle negative publicity.

COMM 6170 Week 8 Outline

COMM 6170 Course Schedule
Week 8: Planning and Implementing Public Relations Strategies
I. Planning and Evaluating PR Campaigns
A. Assessing the Situation and Setting Goals
B. Selecting Communication Tactics and Tools
C. Developing a Plan of Action and Timeline for Implementation
D. Evaluating Results to Improve Future Campaigns
II. Managing Issues, Crises, and Special Events
A. Identifying Issues Facing an Organization
B. Planning for Potential Crises
C. Responding to a Crisis When It Occurs
D. Special Event Planning and Execution

COMM 6170 Week 8 Objectives

The following student learning outcomes are for COMM 6170 – Public Relations Concepts and Strategy:

By the end of COMM 6170 Course, students will be able to:
1. Understand the role of public relations in organizational communication.
2. Understand the history and evolution of public relations.
3. Understand the various publics with which organizations communicate.
4. Understand the concept of reputation and its importance to organizations.
5. Understand the strategic planning process for public relations campaigns.
6. Understand the various tools and tactics used in public relations campaigns.
7. Understand how to measure the effectiveness of public relations campaigns.

COMM 6170 Week 8 Pre-requisites

Date: March 10, 2017

Time: 12:00 pm – 2:30 pm EST

Instructor: Dr. Angela M. Turriciano

COMM 6170 Course Description* (COMM 6170)

COMM 6170 Course focuses on public relations as a strategic communications process. Students will learn to analyze publics, objectives, and strategies for developing effective communication plans. The role of public relations in the marketing mix will be emphasized, with special focus on research and planning functions. Students will be expected to design appropriate strategies to achieve the desired objectives of their clients, using case studies and simulations that provide hands-on experience.

COMM 6170 Week 8 Duration

(FALL 2019)

Week 8 – Unit 4

Topic: Strategic Planning for Public Relations

Readings: Chapters 11 & 12 in The Practice of Public Relations (13th edition). In addition, please read this article from Forbes: https://www.forbes.com/sites/forbescommunicationscouncil/2017/11/16/how-to-start-a-public-relations-strategy/#494618d85364

Discussions: Please respond to the following questions regarding the required readings:

1. What is a PR Plan? Why is it necessary to have a PR plan? Why do you think some organizations never create one?
2. How can you use your PR Plan to evaluate your PR program? How would you go about modifying your plan based on your evaluation?

COMM 6170 Week 8 Learning Outcomes

COMM 6170 Course Description: COMM 6170 Course examines the role of public relations and its relationship to management, marketing, sales and promotion. It explores the function of public relations within the organizational framework. The COMM 6170 Course focuses on the strategic and conceptual aspects of public relations and is designed for students interested in professional careers in public relations, as well as for those already employed in this field.

*Note: Students will have opportunities to apply what they learn in COMM 6170 Course to their current or future work in public relations through individual and group projects, case studies, and other assignments.

Upon successful completion of COMM 6170 Course, students will be able to:

1. Understand the role of public relations within organizations and its relationship to other functions such as marketing, sales, and promotion.

2. Develop an understanding of the strategic and conceptual aspects of public relations.

3. Apply what they have learned to their current or future work in public relations through individual and group projects, case studies, and other assignments.

COMM 6170 Week 8 Assessment & Grading

*COMM 6170 Week 8 Assessment & Grading for COMM 6170 – Public Relations Concepts and Strategy (3 semester credits) (COMM 6170)*

Week 8 Quiz and Final Exam will be taken from the COMM 6170 Course textbook. Students are required to complete the Week 8 Quiz and Final Exam by the end of Week 8. The quiz and exam are not cumulative.

COMM 6170 Week 8 Suggested Resources/Books

https://www.amazon.com/Communication-Theory-Explaining-Explaining-Communications/dp/1412940692

https://www.amazon.com/Strategic-Publicity-Richard-A–Vreeland/dp/0324186750

COMM 6170 Week 8 Assignment (20 Questions)

Please note that you must submit this assignment to the dropbox provided below. Please ensure that you save your file in Microsoft Word format (.docx).

Instructions:

* Read each question carefully. Include an answer for each question as required in the instructions.* Cite all sources used in each answer. Include a reference list at the end of your answers.* Save and submit your completed assignment to the dropbox link provided below by 11:59 p.m., Monday, September 21, 2020 (CST).

1. One of the hallmarks of a company with a high reputation is that its executives are often quoted in media coverage. How can public relations professionals help to make their executives newsworthy? Be specific in your response. (3 points)
2. Explain what is meant by “reputation management.” Why should companies and organizations be concerned with their reputations? (3 points)
3. What is corporate social responsibility (CSR)? What are some benefits of pursuing CSR? How can public relations help to achieve CSR objectives? (4 points)
4. Briefly describe three stakeholder groups that should be considered when developing a CSR program for a company or organization. For each stakeholder group, identify one potential issue that should be addressed as part of the CSR program. (6 points)
5. Explain how cause marketing can benefit both a company/organization and a nonprofit organization. Give an example of how cause marketing has been used effectively by a company or organization. (4 points)

1. One way public relations professionals can help make their executives newsworthy is by drafting press releases and media advisories about their upcoming events or speaking engagements. They can also work with journalists to place op-eds or guest columns written by the executive in relevant publications. Additionally, they can proactively pitch story ideas to reporters that focus on the executive’s area of expertise or highlight recent accomplishments.
2. Reputation management is the process of monitoring an individual’s or organization’s reputation and working to shape it in a positive light. It is important for companies and organizations to be concerned with their reputations because they can lose customers, funding, and partnerships if they are perceived in a negative light.
3. Corporate social responsibility (CSR) is when companies and organizations take actions to improve society and the environment, beyond what is required by law or regulations. Some benefits of pursuing CSR include improved relationships with employees, customers, and other stakeholders; increased sales and brand recognition; and reduced costs associated with complying with regulations. Public relations can help achieve CSR objectives by conducting research to identify social issues that are important to employees, customers, and other stakeholders; developing messaging around the company’s commitment to addressing those issues; and executing campaigns and initiatives to raise awareness and drive engagement around the issue.
4. Three stakeholder groups that should be considered when developing a CSR program are employees, customers, and shareholders/investors. For each stakeholder group, one potential issue that should be addressed as part of the CSR program is as follows:
– Employees: workplace safety
– Customers: sustainability
– Shareholders/Investors: environmental impact

COMM 6170 Week 8 Assignment Question (20 Questions)

1. Identify and discuss three (3) public relations goals that the national headquarters of a global corporation might have for its international subsidiaries.

2. Identify and discuss three (3) global public relations issues that a subsidiary in one country might face that are different from those faced by subsidiaries in other countries.

3. Discuss how corporate culture affects public relations decision making in global organizations.

4. Define global public relations and discuss how it differs from traditional public relations.

5. Discuss the role of research in global public relations.

6. Discuss the importance of understanding cultural differences when planning global public relations campaigns.

7. Discuss the use of social media in global public relations.

8. Discuss the challenges and opportunities associated with managing global crisis communications.

9. Define public diplomacy and discuss its role in global public relations.

10. Discuss the use of lobbying and advocacy in global public relations.

COMM 6170 Week 8 Discussion 1 (20 Questions)

1. In your opinion, what would be the best source for a PR practitioner to learn about effective practices in managing publics? Why?

2. What do you think is the most important thing for a PR practitioner to remember when creating a message for a public? Why?

3. How do you think research can help a PR practitioner be more effective in managing publics? Why?

4. What do you think are the benefits of using social media in managing publics? Why?

5. What do you think are the risks of using social media in managing publics? Why?

6. In your opinion, what would be the best way for a PR practitioner to use social media when managing publics? Why?

7. What do you think are the benefits of using traditional media in managing publics? Why?

8. What do you think are the risks of using traditional media in managing publics? Why?

9. In your opinion, what would be the best way for a PR practitioner to use traditional media when managing publics? Why?

COMM 6170 Week 8 DQ 1 (20 Questions)

Week 8 DQ 1 Discussion Questions for COMM 6170 Public Relations Concepts and Strategy (3 semester credits) Please post your responses to the following questions by clicking on Reply. Your initial post should be at least 200 words. Please review the Grading Rubric for the criteria that will be used to evaluate your posts. 1. Define advertising and distinguish it from public relations and publicity. 2. Why is it important to understand the role of advertising in society? 3. Explain how advertising is regulated and what effect this has on the consumer. 4. Describe the different types of advertising and discuss their strengths and weaknesses. 5. Discuss the different stages of the consumer decision-making process and how they can be used in advertising. 6. Explain how advertising is planned and what factors are considered in the planning process. 7. Describe the different methods of media selection and discuss their advantages and disadvantages. 8. Discuss the different methods of measuring advertising effectiveness and explain how they are used in practice. 9. Explain how advertising is used to promote products, services, and ideas, and discuss its advantages and disadvantages. 10. Discuss the ethical issues involved in advertising and explain how they can be addressed

COMM 6170 Week 8 Discussion 2 (20 Questions)

Note: This quiz is graded and must be completed to proceed in COMM 6170 Course.

Instructions: Respond to each of the 20 questions below with thoughtful answers that are at least 200 words long and free of errors. Each answer should include at least one outside reference (cited in APA format) that supports your thinking. Please be sure to use proper in-text citations when referencing sources. The due date for this quiz is located on the COMM 6170 Course Schedule page within the Syllabus section of COMM 6170 Course site.

1. What are some of the benefits and challenges that come with serving on a non-profit board? Give an example from your own experience or from your reading.
2. What is the difference between an association and a foundation? Give an example of each type of organization.
3. What are some of the benefits and challenges of working with volunteer organizations? Give an example from your own experience or from your reading.
4. What is the difference between a membership organization and a trade association? Give an example of each type of organization.
5. What are some of the benefits and challenges of working with professional associations? Give an example from your own experience or from your reading.
6. What is the difference between a non-profit organization and a for-profit corporation? Give an example of each type of organization.
7. What are some of the benefits and challenges of working with corporate foundations? Give an example from your own experience or from your reading.
8. What are some of the benefits and challenges of working with government agencies? Give an example from your own experience or from your reading.
9. What are some of the benefits and challenges of working with educational institutions? Give an example from your own experience or from your reading.
10. What is the difference between a non-profit organization and a not-for-profit corporation? Give an example of each type of organization.

COMM 6170 Week 8 DQ 2 (20 Questions)

COMM 6170 Course focuses on public relations principles and practices as well as strategic approaches. Topics include the history, legal status, and professional organizations of public relations; research methods; planning, implementing, and evaluating public relations campaigns; and case studies of effective public relations campaigns. Through readings, discussions, case studies, individual projects, and lectures students learn to apply strategic planning concepts and tools to public relations campaigns. Lecture: 3 hours Prerequisite: COMM 5170 or equivalent Please copy/paste into a Word document then answer each question in 1-2 sentences each. If you do not know the answer please guess. If it is a multiple choice question indicate A) B) C) or D). 1. Which of the following is not one of the three primary task functions of public relations? A) Marketing B) Interpersonal communication C) Information management D) Media relations 2. The first-ever publicity campaign was conducted by A) Edward Bernays B) Ivy Lee C) Carl Byoir D) Daniel Edelman 3. Which of the following is not one of the four publics that have been identified by many public relations practitioners? A) Financial supporters B) Government officials C) Customers D) Investors 4. Which of these statements about history is true? A) Public relations has always existed as a separate profession B) The term “public relations” was coined by Ivy Lee C) Edward Bernays was the first to use psychology in designing campaigns D

COMM 6170 Week 8 Quiz (20 Questions)

Name: ___Benjamin Zawadski_____________________

1. How did the British Army use public relations to help win support for their actions in Northern Ireland during The Troubles?
2. What is the main difference between a press release and a media advisory?
3. Why are some people concerned that the increased use of social media in public relations may have a negative effect on society?
4. What is the main difference between an event and a publicity stunt?
5. How can public relations be used to influence government policy?
6. What is the difference between an organization’s internal publics and its external publics?
7. What is the difference between an organization’s primary publics and its secondary publics?
8. Why is it important for public relations practitioners to understand the concept of stakeholder management?
9. What is the difference between a proactive approach and a reactive approach to public relations?
10. What is the difference between a persuasive approach and a defensive approach to public relations?
11. What is an example of a situation where an organization might use a offensive approach to public relations?
12. What is the difference between image advertising and reputation advertising?
13. What are some of the advantages of using earned media instead of paid media?
14. What are some of the disadvantages of using earned media instead of paid media?
15. How can public relations practitioners use research to develop more effective strategies and tactics?
16. How can surveys be used in public relations research?
17. How can focus groups be used in public relations research?
18. How can observation be used in public relations research?
19. How can experiments be used in public relations research?
20. Why is it important for public relations practitioners to understand the concept of ethics?

COMM 6170 Week 8 MCQ’s (20 Multiple Choice Questions)

1. The communication process model consists of which of the following?
2. The __________ is the sender’s purpose for sending a message.
3. A(n) __________ channel is one that involves two-way, interpersonal communication between sender and receiver.
4. The __________ model of communication posits that there are many factors that affect how a message is interpreted by its receiver.
5. In the context of the communication process, noise refers to
6. The __________ model of communication suggests that all communicative messages have meaning because they are produced and interpreted within a culture.
7. Which of the following statements about effective communication is true?
8. A key difference between publics and audiences is that
9. In order for an organization to manage its reputation effectively, it must first understand
10. A major goal of crisis communication is to
11. A primary function of public relations is to
12. Media relations is a subset of public relations that focuses on
13. One way in which public relations practitioners can enhance their writing skills is to use
14. A news release should not be used to
15. One advantage of using social media in public relations is that it can be used to
16. When crafting a pitch, it is important for practitioners to keep in mind that reporters are looking for stories that are __________ .
17. In order to be considered an expert source, an individual must have __________ .
18. When giving an interview, it is important for the interviewee to remember to __________ .
19. While attending a trade show, a public relations practitioner notices that a competitor’s booth is much more popular than her own company’s booth. She decides to hand out free pens with her company’s logo on them in order to increase foot traffic to her booth. This is an example of which type of promotion?
20. A key difference between advertising and public relations is that

COMM 6170 Week 9 Description

COMM 6170 Course focuses on the concept and process of public relations from a strategic perspective. Students explore the role of public relations within an organization, including its relationships with other marketing communications disciplines. They also examine various research methods used in public relations and learn how to apply these methods to real-world situations. Additionally, students explore various public relations tools and techniques and learn how to develop and implement an effective public relations campaign.

COMM 6170 Week 9 Outline

Week 9 Outline for COMM 6170 – Public Relations Concepts and Strategy (3 semester credits) (COMM 6170)

*This outline is only a guide and may change slightly. Please check with your instructor for the most current information.**

Objectives:

• Understand the role of public relations in marketing communications and the principles of integrated marketing communications.

• Analyze public relations campaigns using the AIDA model.

• Develop objectives and strategies for a public relations campaign using the RACE model.

• Plan and implement a public relations campaign using various tools and tactics.

• Evaluate the effectiveness of a public relations campaign using various evaluation methods.

Readings:

Chapter 15: Public Relations Campaigns (pp. 459-475) & Chapter 16: Evaluation Methods (pp. 476-488) in Belch, G. E., & Belch, M. A. (2016). Advertising and promotion: An integrated marketing communications perspective (10th ed.). New York, NY: McGraw-Hill/Irwin. [E-Textbook] OR [PDF eBook] Available in COMM 6170 Course Resources OR from McGraw Hill Connect [Access Code Required – Purchased from UMUC Bookstore] OR from RedShelf [eBook Rental – Purchased from UMUC Bookstore]

COMM 6170 Week 9 Objectives

COMM 6170 Course is designed to help you understand the basic principles of public relations and its strategic role within an organization. You will learn how to conduct research, write proposals, and measure the success of public relations campaigns.

By the end of COMM 6170 Course, you should be able to:

– Understand the role of public relations in an organization
– Understand the process of conducting research for a public relations campaign
– Write a proposal for a public relations campaign
– Measure the success of a public relations campaign

COMM 6170 Week 9 Pre-requisites

COMM 6170 Course Description: COMM 6170 Course focuses on public relations concepts and strategies in the context of a variety of publics. Public relations campaigns are developed and evaluated. Campaign strategies including media relations, marketing communications, employee communications, special events, web site design and social networking are explored. Creative thinking and problem solving are emphasized as students learn to apply these concepts to real world organizations.

*Students must earn a grade of C or better for all COMM 6170 Courses within the program.

COMM 6170 Week 9 Duration

– 8 weeks

Time* – Eastern Time (US) (COMM 6170) – 11:00 pm to 1:50 am

Dates** – 01/15/2018 to 03/10/2018 (COMM 6170) – COMM 6170 Course meets from January 15, 2018 through March 10, 2018.
There are no synchronous sessions for COMM 6170 Course.
Students must complete all required assignments by 11:59pm ET on the last day of the COMM 6170 Course.
No exceptions will be made.

**COMM 6170 Course start and end date may be adjusted if necessary.

COMM 6170 Week 9 Learning Outcomes

**COMM 6170 – Public Relations Concepts and Strategy (3 semester credits)**

1. Understand the role of public relations in organizational communications.

2. Understand the process of creating and implementing public relations campaigns.

3. Understand the principles of public relations research and evaluation.

COMM 6170 Week 9 Assessment & Grading

COMM 6170 Course Schedule: From Monday, December 10, 2018 to Sunday, December 16, 2018

COMM 6170 Course Length: 1 week* (This is a synchronous COMM 6170 Course.)
*Note that students are required to complete the assigned work each week in order to progress through the class. Students may not “catch up” by completing all assignments at the end of the term.

Assignment 1: Individual Work – Strategic Public Relations Plan Presentation (40 points)

Due: Sunday, December 16, 2018 at 11:59 PM EST

Instructions: For this assignment, you will create a 12-15 slide presentation (with speaker’s notes) that outlines a strategic public relations plan for a company or organization of your choice. The presentation should include the following elements:

1. An overview of the company or organization, including its mission/vision statement and key publics (5 points)
2. An analysis of the current situation, including an SWOT analysis and an evaluation of the organization’s current public relations activities (10 points)
3. Objectives for the public relations program, including SMART objectives (10 points)
4. Strategies and tactics for achieving the objectives, including a mix of traditional and digital/social media tactics (10 points)
5. An evaluation plan to measure the success of the program (5 points)

COMM 6170 Week 9 Suggested Resources/Books

Chapter 10 – The Strategic Planning Process

Aaker, D. A. (2013). Creating strong brands in a modern world. New York, NY: Free Press.
* Aaker, D. A., Joachimsthaler, E., & Mattila, A. (2010). Brand leadership: Building profitable brand equity long term. New York: Free Press.
* Bearden, W., Hardesty, D., & Rose, G. (2012). Marketing research: Text and cases (6th ed.). Boston: McGraw-Hill/Irwin.
* Belch, G., Belch, M., & Sternthal, B. (2016). Advertising and promotion: An integrated marketing communications perspective (10th ed.). New York: McGraw-Hill Education/Irwin.
* Berger, A., Cunningham, P., Mitchell, A., Pomerantz, J., Rao, H., Sridharan Srinivasan, V.,… Wansink, B. (2014). Sensory marketing science and technology. Cham Switzerland: Springer International Publishing AG Switzerland Chapter 9 – The Strategic Planning Process
* Dibb ,S.; Simkin ,L.; Pride ,W.; Ferrell ,O.(2011) Marketing Concepts and Strategies 5 th Edition South Western Cengage Learning – Chapter 12 “The Marketing Planning Process” pages 302-319
* Kotler P; Keller K L; Brady M; Goodman M; Hansen T ;Hoffman B J ; Moore C A ;& Ramaswamy V(2010) Marketing Management 13 th Edition Upper Saddle River NJ : Prentice Hall – Chapter 16 “Strategic planning” pages 522-542
* McCarthy E J; Perreault W D(2009) Basic Marketing 20 th Edition Boston MA :McGraw Hill/Irwin – Part 3 “Strategic Planning” Chapter 13 “Strategic planning for competitive advantage” pages 341-366

COMM 6170 Week 9 Assignment (20 Questions)

**COMM 6170 Course Instructor: Dr. Monica McCafferty**

1. Define public opinion and explain its role in public relations.
2. Explain what is meant by the “gateway theory of communication.”
3. Describe what is meant by the “uses and gratification” approach to studying mass media audiences.
4. Explain how focus groups are used in public relations research.
5. Describe what is meant by the term “publics” in public relations.
6. List and describe the six steps in the public relations process.
7. Describe what is meant by the term “crisis communication” and explain its importance in public relations.
8. Explain what is meant by the term “stakeholder analysis” and describe its importance in public relations planning.
9. Define the terms “publicity,” “press agentry,” and “publicity stunt,” and give an example of each.
10. List and describe the five elements of a news release.
11. Define the term “pitching” and describe three pitching techniques that public relations practitioners can use to interest reporters in their stories.
12. Describe what is meant by the term “media relations” and explain its importance in public relations.
13. List and describe four types of media interviews that public relations practitioners can use to promote their organizations and their clients.
14. Define the term “message discipline” and explain its importance in public relations.
15. Explain what is meant by the term “issues management” and describe its role in public relations planning.
16. Describe what is meant by the term “crisis management” and explain its importance in public relations planning.
17. Define the terms “reputation management” and “reputation repair,” and explain their importance in public relations practice today.
18 Explain what is meant by the term “digital diplomacy” and why it’s important for PR practitioners to understand it?
19 What are some of advantages and disadvantages of using social media tools for crisis communication?
20 How can PR practitioners use influencer marketing to achieve organizational objectives?

COMM 6170 Week 9 Assignment Question (20 Questions)

Please note that all submission of all assignments for COMM 6170 Course must be submitted in Word format. Questions for Assignment: 1. Which of the following is a common method for identifying audiences? A. Audience definition B. Key publics analysis C. Audience segmentation D. Key messages analysis 2. In conducting an audience definition, what should a public relations professional consider? A. The size of the audience B. The interests and needs of the audience C. The geographic location of the audience D. All of the above 3. What is an important consideration when conducting key publics analysis? A. Identifying primary and secondary key publics B. Classifying key publics based on their role or relationship to your organization C. Identifying issues most likely to affect your organization and its ability to achieve its objectives D. All of the above 4. For whom does a company communicate with through its communication programs? A. Its employees only B. Its customers only C .Its shareholders only D .All of the above 5 .Which group do most organizations communicate with first after announcing changes that will affect them? A .Employees B .Customers C .Shareholders D .Key publics 6 .Which group would be least likely to receive information about corporate financial results before shareholders? A .Employees B .Customers C .Suppliers D .Key publics 7 .If an organization wants to build good will among key publics, it should communicate with them ______________ they are affected by organizational decisions or events. A .before B .after C during D never 8 Which of the following is not one of three types of stakeholder/public relationships? A Awareness-building relationships B Interest-building relationships C Relationship building 9 If your primary objective is increasing awareness among your target audience, you would probably use _____________ communication strategies and tactics A interactive B informational C transactional 10 If you want to increase support among key constituents in order to get political approval for a new initiative, you would probably use ___________ communication strategies and tactics A relationship-building strategies and tactics B awareness-building strategies and tactics 11 Your primary objective is increasing participation in a program by current volunteers from non-profit organizations around the world who have already heard about your program through earlier outreach efforts by an international development agency that has worked closely with these groups for years An appropriate strategy for achieving this objective would be: 12 If you want people to change their perceptions about your organization, products, or services, you should focus on ______ communication in order to have the greatest impact on behavior change 13 Which statement best describes why relationship building is important as a strategy in public relations campaigns? 14 Which type of internal message distribution system would be most appropriate for distributing messages internally at Walmart? 15 In a management by objectives approach to internal communication management, which statement best describes what happens if managers fail to accomplish their assigned objectives within their given time frames 16 To improve internal communication within a company and help ensure that there are no surprises when managers interact with employees at different levels within the organization, it may be beneficial to establish 19 Which internal communication channels are more likely than other types of channels to encourage open dialog between employees at different levels within companies 20 The Need Statement section included in many proposal submissions typically includes three parts: 21 One purpose of community relations programs is 22 Another reason why community relations can be effective as part of public relations campaigns 23 Which one if these activities is not typically considered community relations 24 Community sponsorship 25 Employee volunteer programs 26 Direct mailings 27 Press conferences 28 Publicity stunts 29 Free tickets 30 Fundraising 31 Charitable donations 32 Sponsorships 33 Training 34 Educational materials 35 Customer service 36 Discounted rates 37 Community news 38 Letters 39 Speeches 40 Forums 41 Social media 42 Websites 43 Blogging 44 Webinars 45 Photos 46 Videos 47 Infographics 48 Newsletters 49 Flyers 50 Annual reports 51 News releases 52 Interviews 53 Events 54 Presentations 55 Town hall meetings 56 Facebook 57 Twitter 58 LinkedIn 59 Snapchat 60 Instagram 61 Private websites 62 Google 63 Intranets 64 Corporate social responsibility 65 Social marketing 66 Cause marketing 67 Individual philanthropy 68 Employee volunteerism 69 Lobbying 70 Advocacy 71 Grassroots campaigns 72 Issue management 73 Crisis management 74 Political action committees 75 Trade associations 76 Professional associations 77 Environmental groups 78 Consumer groups 79 Government agencies 80 Local organizations 81 National organizations 82 International organizations 83 Specific events 84 Leisure activities 85 Sports 86 Special occasions 87 Music 88 Art 89 Food 90 Fashion 91 Learning experiences 92 Tourist attractions 93 Places 94 Brands 95 Organizations 96 People 97 Ideas 98 Opinions 99 Possessions 100 Issues 101 Services 102 Programs 103 Objects 104 Institutions 105 Institutions 106 Events 107 Situations 108 Conditions 109 Concepts 110 Phenomena 111 Situations 112 Conditions 113 Concepts 114 Phenomena 115 Situations 116 Conditions 117 Concepts 118 Phenomena 119 Situations 120 Conditions 121 Concepts 122 Phenomena 123 Situations 124 Conditions 125 Concepts 126 Phenomena 127 Situations 128 Conditions 129 Concepts 130 Phenomena 131 Situations 132 Conditions 133 Concepts 134 Phenomena 135 Situations 136 Conditions 137 Concepts 138 Phenomena 139 Situations 140 Conditions 141 Concepts 142 Phenomena 143 Situations 144 Conditions 145 Concepts 146 Phenomena 147 Situations 148 Conditions 149 Concepts 150

COMM 6170 Week 9 Discussion 1 (20 Questions)

1. Define the term ‘public opinion’. What factors influence public opinion?
2. Explain the concept of agenda setting theory. How does this theory relate to public opinion?
3. Define the term ‘agenda setting’. What factors influence agenda setting?
4. Explain the concept of framing. How does framing relate to public opinion and agenda setting?
5. Define the term ‘media effects’. What factors influence media effects?
6. Explain the concept of cultivation theory. How does cultivation theory relate to media effects?
7. Explain the concept of priming. How does priming relate to media effects?
8. Define the term ‘social cognitive theory’. How does social cognitive theory relate to media effects?
9. Explain the concept of uses and gratifications theory. How does uses and gratifications theory relate to media effects?
10. Define the term ‘selective exposure’. What factors influence selective exposure?

COMM 6170 Week 9 DQ 1 (20 Questions)

1. How do public relations campaigns build credibility for an organization?
2. How do public relations campaigns contribute to organizational image?
3. How do public relations campaigns help manage an organization’s reputation?
4. What are some of the ethical considerations that must be taken into account when planning a public relations campaign?
5. How can public relations campaigns be used to influence public policy?
6. What are some of the pitfalls that can occur during a public relations campaign?
7. How can research be used to plan and implement a successful public relations campaign?
8. What are some of the different types of media that can be used during a public relations campaign?
9. How should a public relations campaign be structured in order to be most effective?
10. What are some of the evaluation methods that can be used to determine the effectiveness of a public relations campaign?

COMM 6170 Week 9 Discussion 2 (20 Questions)

COMM 6170 Week 9 Discussion 2 (20 Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170)

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COMM 6170 Week 9 Discussion 2 (20 Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits)

The strategic management process involves four basic steps: environmental scanning, organizational assessment, selection of public relations strategies, and implementation and evaluation. Based on what you have learned in COMM 6170 Course about the strategic management process and using your experience as a public relations practitioner or manager, answer each of the following questions:

Identify one area where you might be able to use the steps in the strategic management process to improve a situation at your organization or one with which you are familiar. Describe how you would use each step in the strategic management process in this situation. For example, if you identified improving an organization’s blog strategy as your goal, describe how you would conduct an environmental scan to find out who reads your blog and why, conduct an organizational assessment to evaluate whether your blog is achieving its objectives and how it compares with other organization’s blogs, select a new strategy to improve the blog based on what you found out during the two previous steps, and then implement and evaluate this strategy. Be sure to identify what resources or tools you might need to complete each step in the strategic management process.

How do leaders go about assessing their internal environment? What are some common issues that can crop up when leaders begin considering their internal environment? Identify specific problems or issues that could occur at some point during each of these three phases: selecting public relations strategies; implementing public relations strategies; and evaluating public relations strategies. Explain how an effective leader could overcome these problems or issues during each phase of the strategic management process. Keep in mind that all organizations are different so your specific examples should be relevant for at least one organization with which you are familiar. For example, if one issue that can arise during selection of public relations strategies is identifying the right research tools to collect data needed for making decisions about which strategies to select, explain how an effective leader could overcome this problem or issue by conducting extensive research on research tools before beginning data collection.

What do you think makes some organizations better than others at conducting effective strategic planning? How does this relate to effective leadership? Share examples from any organization(s) with which you have experience either as a practitioner or manager or as a student studying that organization. Also share any information about these organizations’ leaders that may help explain why they excel at conducting effective strategic planning? If there is an article that has particularly influenced your thinking about effective strategic planning in relation to leadership share it with everyone in the discussion forum! The article does not need to be published by a major journal but it must include reliable reference citations indicating where information was gathered from so students can follow-up on these sources if they wish. Finally include references/citations for everything discussed here so we can see where information was gathered from! You must use citations/references when discussing any article listed under Resources below or when referring to any information found elsewhere such as websites not listed under Resources below or books not listed under Resources below! Be sure all sources are credible! Please refer back to Syllabus page 2 for citation style guidelines! Thank You! ;o) The following websites may also be helpful: http://www.aafrcorpcomm.com/html/strategic_planning_for_public_relations_practitioners_-_part_1_-_strategic_planning_process__foundation__and_tools_.html http://www.aafrcorpcomm.com/html/strategic_planning_for_public_relations_practitioners_-_part_2_-_overview__of__the__steps___in___the___planning__process_.html http://www2cunyedu/portalstdyabroadstudentsdocumentsStrategicPlanWebpdf https://publicationspwccomau/id/enAUeng201101pwcguide-measurement-monitoring-evaluationpdf https://learnerblogs2uweacuk20121021key-terms-and-definitions-in-evaluationpdf http://wwwbusinessintelligencemarketcomtutorialsstrategic-planningphp http://wwwbusinessintelligencemarketcomtutorialsstrategic-planningpdffiles060909d04php http://wwwbusinessintelligencemarketcomtutorialsstrategic-planningpdffiles060909d04txt http://wwwbusinessintelligencemarketcomtutorialsstrategic-planningpdffiles060909d04pdf https://googlenerdgsmkW8XHJLbzY http://wwwwsueducgeorgewashingtonlinkspeclinksdocsSWOT%20Analysis%20Template%20(1)pdf https://googleglobalblogspotin201105swotanalysispptd html https://googledocsspreedsheetsd0B0RpNUY7V1FydzNmaHVQQ3M3ekE5SnU6MA https:/docsgoogleformsd0B1bwV4ePB4uWmlhSThoNDhKdDQ5WG9IUEVFZjA https:/docsgoogleformsd0B8EdyFMQLJycnJaMExvOGtWX1hVaHBBSWE6MA https:/docsgoogleformsd0B8JnzBEbWSlfODJaTkEzdmJqXzlnWDQ2OEE6MA Use References Below plus others as necessary! Requirements: 1 reference minimum outside textbook required per discussion thread plus cite all material used including textbook material Read everything posted by both Instructor & Students carefully before posting yourself No plagiarism allowed! Posts must be substantially different from those already posted Textbook Reading Assignment(s): Chapters 8 & 10 Reference(s): References discussed in textbook reading assignments above plus others as needed including those listed below plus others… Aaker D A (2005) Strategic marketing management New York NY John Wiley & Sons Bamberger P & Meshoulam I 2000 Human resource strategy Cambridge MA Harvard Business School Press Bratton J & Gold J 2007 Human resource management Harlow Essex Prentice Hall Business Planning Handbook for Public Relations Programs ed 2005 New York NY Business Wire Chapter 4 Strategic Planning Process pp 41 51 Business Planning Handbook for Public Relations Programs ed 2005 New York NY Business Wire Chapter 5 Principles Guiding Strategic Planning Process pp 59 68 Cook R F 2004 Sustained profitable growth An entrepreneurs guide Cambridge MA Harvard Business School Press Cook R F 2008 Value innovation How radical customer value creation will shape global industries Boston MA Harvard Business School Press Cook R F 2009 Growing great employees turn ordinary people into extraoridnary performers New York NY Portfolio Penguin Cook R F 2012 Innovating execution transforming ideas into action New York NY Portfolio Penguin Croft L 2004 Senior public relations executive interview series ed 2004 Thousand Oaks CA Sage Publications Davenport T H 2006 Thinking for a living how new technology will change work and make knowledge workers more productive Boston MA Harvard Business School Press Day G S 2011 Effective marketer goals visions missions purposes core values principles policies priorities and objectives Upper Saddle River NJ FT Press Delahaye B L 2003 Corporate social responsibility ed 2003 Thousand Oaks CA Sage Publications Denhardt R B Denhardt J V & Aristigueta M P 2009 Theory application action An applied approach Thousand Oaks CA Sage Publications Doherty N E 2007 Organizational communication approaches themes processes 3rd ed Mahwah NJ Lawrence Erlbaum Associates Inc Drucker P F 1994 Post capitalist society Oxford UK Butterworth Heinemann Dugan M E 2001 Marketing communications practice 2nd ed Upper Saddle River NJ Pearson Education Dugan M E 2002 Marketing communications performance measurement Mahwah NJ Lawrence Erlbaum Associates Inc Dugan M E 2006 Managing corporate communication 2003 State of the art report Upper Saddle River NJ Pearson Education Dugan M E 2011 Your company story bringing your brand personality through engaging storytelling Upper Saddle River NJ Pearson Education Dugan M E 2013 From brand vision to brand evaluation London UK Kogan Page Limited Dugan M E 2014 The managerial imperative Corporate communications London UK Kogan Page Limited Faulkner D & Bowman C 2010 Corporate social opportunity Oxford UK Butterworth Heinemann Fenell W 2007 Creating corporate reputations identity image and performance Oxford UK Butterworth Heinemann Fill C 2006 Marketing communications European edition Harlow Essex Prentice Hall Financial Times 2010 Communications handbook London UK Profile Books Limited Frandsen G 2011 Contemporary marketing 14th ed Mason OH South Western Cengage Learning Friedland R L 1999 Manufacturing knowledge A history of industrial video production Cambridge UK Cambridge University Press Goodman R 2008 The new rules marketing PR How social media changes everything 3rd ed London UK Kogan Page Limited Gordon J 2011 Promotional culture advertising politics consumerism London UK Sage Publications Grant R M 1996 Contemporary strategy analysis 3rd ed Malden MA Blackwell Publishers Ltd Grant R M 2008 Contemporary strategy analysis case studies Malden MA Blackwell Publishers Ltd Gray B 2000 The common sense of consulting Upper Saddle River NJ FT Prentice Hall Grunig L E & Hunt T 1984 Managing public relations Orlando FL Harcourt Brace Jovanovich Grunig L E 1993 Excellence in public relations and communication management Hillsdale NJ Lawrence Erlbaum Associates Inc Grunig L E 2002 Symmetrical interpersonal relationships theory Upper Saddle River NJ FT Prentice Hall Grunig L E 2009 Guide for excellence 4th ed Lanham MD Rowman Littlefield Publishers Inc Grunig L E 2013 Public relations excellence From theory then practice now Hillsdale NJ Lawrence Erlbaum Associates Inc Hiebeler T 2000 Managerial Decision Modelling with Spreadsheets 2nd ed Boston MA Addison Wesley Hofstede G 1980 Culture s consequences international differences in work related values Beverly Hills CA Sage Publications Hofstede G 2001 Culture s consequences comparing values behaviors institutions and organizations across nations Thousand Oaks CA Sage Publications Homburg C Krohmer H Müller V Proserpio L 2009 Marketing field guidance Building successful stakeholder relationships London UK Kogan Page Limited Hooley G Piercy N Fahy J 2005 Marketing strategy 5th ed Harlow Essex FT Prentice Hall Hopkins W 2005 The development of contemporary marketing thought Malden MA Blackwell Publishers Ltd Jayachandran S Krishnan V Raju J S 1995 Market response models measuring market potential Philadelphia PA Wharton School Publishing Jayachandran S Raju J S Venkatesan R 1997 Market share analysis conceptual framework empirical analysis recommendations Philadelphia PA Wharton School Publishing Kanter RM 1977 Some effects of proportions on group life Insights from the laboratory Administrative Science Quarterly 22 385 400 Kotler P Keller K Li Y Wang Y 2011 Marketing management 13th global edition Upper Saddle River NJ Pearson Education Kotler P Troye S Varshney R 2003 Marketing places Europe expanded edition Amsterdam NL Elsevier Academic Press Laczniak G R Murphy PE 1989 Consumer behavior 4th ed Fort Worth TX Dryden Press Laczniak G R Murphy PE 1991 Consumer behavior 6th ed Fort Worth TX Dryden Press Laczniak G R Murphy PE 1999 Consumer behavior 8th Fort Worth TX Dryden Press Laczniak G R Murphy PE 2002 Consumer behavior 9th Fort Worth TX Dryden Press Laczniak G R Murphy PE 2010 Consumer behavior 12th Fort Worth TX Dryden Press Laroche M Bergeron J Barbosa d Silva MC Valette Richardson I 2005 Target markets selection criteria multiple criteria decision making methods Westport CT Quorum Books Leechor C 1999 Effective sales promotion 4th Ed Boston MA Allyn Bacon Leechor C 2002 Essentials of sales promotion Chicago IL NTC Publishing Group Levitt T 1960 Marketing myopia Harvard Business Review 38 45 56 Lloyd D W 1983 The current state of marketing science A focus on practitioners Advances in consumer research 10 44 7 MacRury I 1999 Advertising culture critical perspectives London UK Pluto MacRury I 1999 Advertising culture critical perspectives London UK Pluto Management Science Journal May 1999 Issue 5 Vol 45 Management Science Journal May 1999 Issue 5 Vol 45 Martineau 1958 Attitude toward product as function of level of involvement Journal Applied Psychology 42 59 61 Meyers AW Martin BA Chapman PA 1991 Sales force size determination using a demand based production function European Journal Direct Marketing 5 29 35 National Council for Voluntary Organizations NCVO 2008 Charities Act 2006 Implementation guidance section 108 reporting on fundraising costs London Westminster City Council Olins W 1978 The corporate identity London Thames Methuen Owen D 1998 Communication audit toolkit quickscan vol 1 Ashford Kent Media Wise Limited Owen D 1998 Communication audit toolkit quickscan vol 1 Ashford Kent Media Wise Limited Owen D 2001 Communication audit toolkit vol 3 Ashford Kent Media Wise Limited Owen D 2001 Communication audit toolkit vol 3 Ashford Kent Media Wise Limited Owen D 2003 Communication audit toolkit quickscan vol 4 Ashford Kent Media Wise Limited Owen D 2003 Communication audit toolkit quickscan vol 4 Ashford Kent Media Wise Limited Paladino B 1994 Total quality measuremtn signposts on a journey toward excellence Homewood IL Irwin Paladino B 1996 Total quality performance assessment Homewood IL Irwin Paladino B 1998 Transforming organizations success through total quality leadership Homewood IL Irwin Paladino B 1998 Transforming organizations success through total quality leadership Homewood IL Irwin Peattie K 1998 Organizational marketing perception positioning identity Lincolnwood IL NTC Peattie K Peattie S Peattie A 2002 Environmental marketing managerial orientation tools techniques Lincolnwood IL NTC Perry L 2014 Assessment day preparation graduate entry routes into teaching Exeter Devon Learning Matters Ltd Perry L 2014 Assessment day preparation graduate entry routes into teaching Exeter Devon Learning Matters Ltd Pike S 2001 Customer relationship management best practice research methodology frameworks and applications Buckingham Philadelphia PA Open University Pike S Marandi V Marshall D Marshall T 2001 CRM research methods frameworks hypotheses testing design commercial applications Buckingham Philadelphia PA Open University Pike S Marandi V Marshall D Marshall T 2001 CRM research methods frameworks hypotheses testing design commercial applications Buckingham Philadelphia PA Open University Porter M 1985 Competitive advantage creating sustaining superior performance Free Press Potter W 1996 Sociology spectrum 19

COMM 6170 Week 9 DQ 2 (20 Questions)

“In this discussion, you will discuss what you have learned about public relations concepts and strategies. You will also apply these concepts and strategies to your own professional goals.

1. What is the difference between public relations and marketing?

2. What are some common public relations activities?

3. What are some common public relations strategies?

4. What are some common public relations tools?

5. How can public relations be used to achieve organizational goals?

6. What are some common public relations challenges?

7. How can public relations be used to manage crisis situations?

8. What are some common pitfalls in public relations?

9. What are some best practices in public relations?

10. How can public relations be used to build relationships with key stakeholders?

COMM 6170 Week 9 Quiz (20 Questions)

* COMM 6170 Course is a prerequisite for COMM 6200, which can be taken as a standalone or in conjunction with COMM 6210 and COMM 6500 as part of the 30 semester credit hour graduate certificate in Public Relations.

COMM 6170 Week 9 MCQ’s (20 Multiple Choice Questions)

1. The U.S. Federal Communications Commission (FCC) is best described as:

A) a private agency that regulates the communications industry.
B) a government agency that regulates the communications industry.
C) a private agency that regulates radio and television stations only.
D) an independent agency that regulates interstate and international communications by radio, television, wire, satellite, and cable in all 50 states, the District of Columbia and U.S. territories.

D) an independent agency that regulates interstate and international communications by radio, television, wire, satellite, and cable in all 50 states, the District of Columbia and U.S. territories.

COMM 6170 Week 10 Description

COMM 6170 Course applies a variety of public relations concepts to the development and assessment of effective public relations strategies. Topics include research, planning, and evaluation; issues management; reputation management; media relations; social media; crisis communications; employee and investor relations; international public relations; and advocacy. Prerequisite: COMM 4120.

COMM 6170 Week 10 Outline

Public Relations Concepts and Strategy (3 semester credits)

In COMM 6170 Course, students study the nature, function, and scope of public relations; its ethical considerations; research methods in public relations; and the role of public relations in organizational communication. Students analyze case studies to apply concepts learned in class.

COMM 6170 Week 10 Objectives

– Understand the concepts, strategies and processes of public relations.

– Understand how public relations contributes to organizational success.

– Understand the different channels through which public relations can be delivered.

– Understand how to measure the effectiveness of public relations campaigns.

COMM 6170 Week 10 Pre-requisites

COMM 6360 – Strategic Marketing Communications* (3 semester credits) (COMM 6360) COMM 6250 – Public Relations Campaigns* (3 semester credits)

COMM 6170 Course Description COMM 6170 Course covers research strategies, tools, and methods in public relations. Students will develop skills in identifying, formulating, and executing appropriate public relations research projects. They will also gain experience in conducting primary and secondary research, as well as analyzing research data and making recommendations based on the findings. The topics covered include various types of communication research, including qualitative and quantitative techniques, online surveys, focus groups, content analysis, ethnographic techniques, experimental design for effective public relations campaigns.

COMM 6170 Course Objectives The goal of this class is to introduce students to the field of communication research and its application to public relations. Throughout the COMM 6170 Course students will: Understand the role of research in public relations Identify the main types of communication research Learn about different types of analysis used to interpret data Formulate appropriate research questions Develop a proposal for an effective public relations campaign

COMM 6170 Course Materials All materials are available through Blackboard or eReserves at http://ereserves.uic.edu/reserves/ Includes textbooks required for COMM 6170 Course Textbooks should be purchased prior to first day of class Required textbook: 1) Rubin, A., & Perse, E. M. (2005). Mass Communication Research Methods (4th ed.). Thousand Oaks: Sage Publications 2) Smithson M., Hardin J., & Higgins N.C. (2013). Qualitative Public Relations: A Best Practices Approach . New York: Routledge Other readings will be posted on Blackboard website Please do not purchase any other books

COMM 6170 Week 10 Duration

Week 10 includes a review of the COMM 6170 Course, followed by a final exam. The review will take place over the weekend, and students will have until the following Monday at 11:59 PM to complete the final exam.

COMM 6170 Week 10 Learning Outcomes

By the end of COMM 6170 Course, students will be able to:

1. Understand and apply public relations concepts, theories, principles, and processes in a variety of contexts.

2. Understand and apply public relations research methods and tools.

3. Develop and implement public relations plans and programs.

4. Evaluate the effectiveness of public relations programs and activities.

5. Understand the role of technology in public relations and how to use various digital tools to achieve organizational objectives.

6. Understand global issues affecting public relations practice and the need for culturally sensitive approaches to communication.

COMM 6170 Week 10 Assessment & Grading

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Introduction

The following Grading Criteria will be used to grade your work. Please use these criteria as a self-check list before you submit your work.

Assessment Rubric for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170) (100%):

COMM 6170 Week 10 Suggested Resources/Books

*Note: The following is a list of recommended resources. It is not required that students purchase any of these resources.

COMM 6170 Week 10 Assignment (20 Questions)

Choose any 20 questions below:

1. What are the three basic types of publics and how do they differ? (Ch 1)
2. What is the difference between public opinion and public relations? (Ch 1)
3. Define the terms “stakeholder,” “constituency,” and “public.” (Ch 2)
4. Explain what is meant by the stakeholder concept and discuss why this approach to publics has become so important in recent years. (Ch 2)
5. Identify and describe the four steps in building relationships with publics. (Ch 3)
6. Explain what is meant by two-way symmetrical communication and why it is important in developing relationships with publics. (Ch 3)
7. Describe how organizations use various forms of research to gain insights into their publics’ attitudes, perceptions, and beliefs. (Ch 4)
8. List and describe the five steps in the planning process for public relations programs and activities. (Ch 5)
9. Discuss the importance of objectives in planning public relations programs and activities, including how objectives can be used to measure results and effectiveness. (Ch 5)
10. What are some of the challenges associated with measurement and evaluation in public relations? (Ch 6)
11. Describe how focus groups can be used as a research tool to gain insights into publics’ attitudes, perceptions, beliefs, and feelings about an organization or issue. (Ch 7)
12. Discuss some of the advantages and disadvantages of using focus groups as a research method for public relations practitioners. (Ch 7)
13. Define publicity and explain how it differs from advertising, marketing, lobbying, and public relations. (Ch 8)
14. Describe some of the advantages and disadvantages that organizations face when using publicity to promote their products or services or to achieve other objectives.(Ch 8)
15. Explain what is meant by media relations and discuss its role in promoting an organization or its products or services through the news media.(Ch 9)
16. Describe some of the common types of news releases that organizations use to promote their products or services or to achieve other objectives.(Ch 9)
17. Discuss some of the issues that organizations need to consider when planning special events.(Ch 10)
18. Describe some of the common types of special events that organizations use to promote their products or services or to achieve other objectives.(Ch 10)
19. Explain what is meant by crisis communication and discuss its role in protecting an organization’s image during a crisis.(Ch 11)
20

COMM 6170 Week 10 Assignment Question (20 Questions)

1. How is public relations defined?

Public relations is defined as a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

2. What are the three main goals of public relations?

The three main goals of public relations are to build relationships, manage reputation, and communicate messages.

3. What is the difference between marketing and public relations?

The difference between marketing and public relations is that marketing is focused on selling products or services, while public relations is focused on building relationships and managing reputation.

4. What are the four main types of publics that organizations need to consider?

The four main types of publics that organizations need to consider are employees, customers, investors, and media.

5. How can public relations be used to build relationships with employees?

Public relations can be used to build relationships with employees by communicating messages about the organization that are positive and promote a good image. Additionally, PR can be used to create employee events and programs that foster a sense of community and improve morale.

6. How can public relations be used to build relationships with customers?

Public relations can be used to build relationships with customers by communicating messages about the organization that are positive and promote a good image. Additionally, PR can be used to create customer events and programs that foster a sense of community and improve customer satisfaction levels. Additionally, PR can help resolve customer complaints in a positive manner. Additionally, social media can play an important role in building relationships with customers through two-way communication. Customers can also be engaged through influencer marketing, where customers who have a large online following are enlisted to promote the organization’s products or services.

7. How can public relations be used to build relationships with investors?

Public relations can be used to build relationships with investors by communicating messages about the organization that are positive and promote a good image. Additionally, PR can be used to create investor events and programs that foster a sense of community and improve investor confidence levels.

COMM 6170 Week 10 Discussion 1 (20 Questions)

COMM 6170 – Public Relations Concepts and Strategy (3 semester credits) COMM 6170 Course is designed to provide a theoretical understanding of the role of public relations within an organization. Students explore the strategic role of public relations within organizations, as well as its impact on organizational success. Students also examine communication strategies and techniques used by public relations professionals to influence key audiences and enhance organizational credibility. PRCA 3330 – Public Relations Campaigns (3 semester credits) COMM 6170 Course emphasizes the application of public relations knowledge and skills to the planning, implementation, and evaluation of an integrated marketing communications campaign. Students analyze case studies of successful campaigns from a variety of industries and work in teams to develop campaigns for a real client. PRCA 3330 – Public Relations Campaigns (3 semester credits) COMM 6170 Course emphasizes the application of public relations knowledge and skills to the planning, implementation, and evaluation of an integrated marketing communications campaign. Students analyze case studies of successful campaigns from a variety of industries and work in teams to develop campaigns for a real client. PRCA 3330 – Public Relations Campaigns (3 semester credits) COMM 6170 Course emphasizes the application of public relations knowledge and skills to the planning, implementation, and evaluation of an integrated marketing communications campaign. Students analyze case studies of successful campaigns from a variety of industries and work in teams to develop campaigns for a real client.

COMM 6170 Week 10 DQ 1 (20 Questions)

What is public relations?

How do you think public relations affects the way we see and interact with organizations?

What do you think are the benefits of public relations?

What do you think are the most important skills for public relations practitioners?

What do you think are the most important qualities for successful public relations practitioners?

What do you think are the most important ethics for public relations practitioners?

What do you think are the challenges facing public relations practitioners today?

COMM 6170 Week 10 Discussion 2 (20 Questions)

Pre-Requisites: COMM 6160 – Research Methods for Public Relations (3 semester credits)

COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170)

Credit Hours: 3 semester credit hours

COMM 6170 Course presents public relations theories, models, and strategies for guiding effective communication with multiple publics. Students will have the opportunity to apply concepts learned in the classroom to real-world organizations through readings, case studies, and simulations. COMM 6170 Course content includes an overview of the history of public relations and its relationship to mass communication; a review of research methods in public relations; the ethical dimensions of public relations; the role of public opinion research in the strategic planning process; an examination of organizational structures, cultures, and environments that influence public relations practice; and a focus on media relations, employee communications, investor relations, community relations, marketing communications, issues management, crisis communication, and global public relations.

COMM 6170 Week 10 DQ 2 (20 Questions)

at Liberty University

1. What is a stakeholders’ analysis? Why is it important for public relations practitioners to conduct such an analysis when developing a public relations campaign? (2 points)

2. Define the following terms: organizational objectives, target audiences, and messages. Why are these elements important in the public relations planning process? (3 points)

3. Explain how public relations can be used as a strategic management function within an organization. (2 points)

4. Discuss the advantages and disadvantages of using focus groups as a means of conducting audience research. (3 points)

5. Describe what is meant by “message strategy” and explain its importance in the public relations planning process. (3 points)

6. Why is it important for public relations practitioners to understand the basic principles of psychology? Give an example of how knowledge of psychology could be used in the development of a public relations campaign. (2 points)

7. Discuss the concept of “perception management” and explain its importance in the practice of public relations. Give an example of how perception management might be used in a public relations campaign. (2 points)

8. What is “reputation management”? Why is it important for public relations practitioners to understand this concept? (1 point)

9. What is “crisis communication”? What are some common crisis communication strategies that public relations practitioners can use? (2 points)

COMM 6170 Week 10 Quiz (20 Questions)

(Spring 2018)

Question 1 (1 point)

The majority of public relations practitioners work in:

the private sector.

the public sector.

corporate PR departments.

independent agencies. Question 2 (1 point) Which of the following statements is true? In a post-recession economy, the spending on communication has decreased significantly. Advertising is twice as effective as public relations when it comes to reaching consumers. Public relations and advertising have the same role in an organization’s marketing mix, with each complementing the other by providing a different perspective to reach the same audience. The size of the public relations industry has not changed since 2008; however, spending has decreased by 20 percent during this time period due to inflation and recessionary pressures on clients’ budgets. Question 3 (1 point) Although internal communication can take many different forms, which of the following types of communication activities is NOT considered internal communication? Videos presented at an annual employee meeting Marketing collateral delivered to shareholders Employee e-newsletters Employee training videos Question 4 (1 point) Which of the following communication activities is considered internal communication? Presentations to community groups Press releases distributed to media outlets Newsletters mailed to members All of the above Question 5 (1 point) Social media has become a huge part of external communications; however, what are some potential pitfalls associated with using social media? Social media can reach huge audiences in no time Social media can be a great way to connect with customers It can be costly to maintain a strong social media presence All of the above Question 6 (1 point) What are some common negative consequences that can occur when public relations professionals don’t plan ahead for a crisis? Panic and confusion No sense of urgency Potential loss in credibility All of the above Question 7 (1 point) One common criticism that has been leveled against social networking sites such as Facebook is that: They are not used for professional purposes Only kids use them They are “wastes” of time People share too much personal information on these sites Question 8 (1 point) A situation where stakeholders doubt your word or character would be classified as which stage in crisis communication? Pre-crisis Action Reassessment Recovery Post-crisis Question 9 (1 point) The __________ combines traditional advertising strategies with public relations tactics that allow organizations to effectively target multiple audiences simultaneously through mass media sources such as newspapers and television news programs. integrated marketing communications campaign public affairs campaign internal communications campaign corporate social responsibility campaign Question 10 (1 point) Social media monitoring tools do all but one of the following EXCEPT: enable organizations to measure levels of engagement between customers/users and their brands/products/services enable organizations to track activity related to their competitors online help identify opportunities for positive engagement allow organizations to immediately respond when issues arise online Question 11 (1 point) A company blog written by employees: can be used internally or externally, depending on who is managing it should only be used externally is usually maintained by communications staff should only be used internally Question 12 (1 point) With regard to Twitter usage within organizations, which statement below is true? Only top executives should use Twitter Companies should hire outside consultants or agencies who specialize in Twitter Once an organization gets started on Twitter, anyone within that company can tweet about company business Twitter should only be used for customer service purposes – not for marketing or general announcements about company business None of the above – companies should ban all employees from tweeting about company business due to potential legal repercussions if something is said inappropriately on Twitter! Question 13 (1 point) In order for an organization’s Web site and social networking pages/profiles on Facebook and LinkedIn to successfully engage stakeholders they must first: appeal visually provide fresh content include links provide basic information such as contact information, locations, products/services offered, etc., so users can easily find what they are looking for provide good customer service All of the above Question 14 (1 point) A situation where stakeholders doubt your integrity would be classified as which stage in crisis communication? Pre-crisis Action Reassessment Recovery Post-crisis None of the above – there is no stage where stakeholders would doubt your integrity during a crisis because if you get into this situation then you have already lost your integrity!Question 15 (1 point) Which type(s) of research methodologies could you use if you wanted to learn more about how people feel about your brand/product/service without interrupting them while they go about their daily lives? Focus groups Case studies Survey research Experiments Observation All of the above None of the above – most research methodologies require interrupting people while they go about their daily lives! This kind o

COMM 6170 Week 10 MCQ’s (20 Multiple Choice Questions)

1. Which of the following is NOT an advantage of public relations over advertising?
2. Public relations and advertising are both tools that can be used to achieve the same goal.
3. Public relations is more credible than advertising because it is less biased.
4. Advertising is more expensive than public relations.
5. Public relations can help build relationships with key stakeholders, whereas advertising cannot.

2. Public relations and advertising are both tools that can be used to achieve the same goal.

COMM 6170 Week 11 Description

In COMM 6170 Course, students will learn the skills necessary to understand and navigate public relations in today’s digital age. The COMM 6170 Course will cover topics such as reputation management, crisis communications, social media, and measurement and evaluation. Students will also have the opportunity to develop and execute a public relations campaign.

COMM 6170 Week 11 Outline

## COMM 6170 Course Description:
COMM 6170 Course introduces students to the strategic function of public relations within an organization. Theories and concepts related to the practice of public relations are explored, including research, planning, execution and evaluation of public relations programs. Ethical considerations related to public relations are also discussed.

## Topics Covered:
– Introduction to Public Relations
– Theoretical Foundations of Public Relations
– Research in Public Relations
– Planning Public Relations Programs
– Execution of Public Relations Programs
– Evaluation of Public Relations Programs
– Ethics in Public Relations

## Learning Outcomes:
By the end of COMM 6170 Course, students will be able to:
– Understand the role of public relations within an organization
– Understand the theoretical foundations of public relations
– Understand the process of conducting research in public relations
– Understand how to plan a public relations program
– Understand how to execute a public relations program
– Understand how to evaluate a public relations program
– Understand ethical considerations related to public relations

## COMM 6170 Course Format:
COMM 6170 Course is delivered asynchronously online. Lecture videos and readings will be released each week, and students will have the opportunity to participate in discussion forums and complete weekly assignments.

COMM 6170 Week 11 Objectives

Students will learn the skills necessary to conduct public relations research, plan and execute a campaign, write a press release and develop communication materials. They will also be able to identify and describe the ethical considerations in public relations.

COMM 6170 Course Outcomes:

On successful completion of COMM 6170 Course, students will be able to:

COMM 6170 Week 11 Pre-requisites

COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170) COMM 6170 Course Description for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170)

COMM 6170 Course is designed to provide students with the knowledge necessary to engage in public relations activities at an advanced level. The COMM 6170 Course focuses on public relations theory, practice, and campaigns, as well as case studies in public relations. Students will examine current issues and practices, including ethics, research methods, and global communications.

COMM 6170 Course Objectives for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170)

1. Understand the role of public relations in organizational communication. 2. Analyze and apply public relations theory to practice. 3. Understand the role of research in planning effective public relations campaigns. 4. Plan and implement a comprehensive public relations campaign 5. Evaluate the effectiveness of a public relations campaign using appropriate research methods. 6. Understand global issues in public relations and their impact on organizational communication. 7. Apply ethical principles to the practice of public relations.

COMM 6170 Week 11 Duration

Week 11: Dec. 2 – Dec. 8, 2019

*The duration of each COMM 6170 Week may vary depending on the instructor and the number of sections offered for that COMM 6170 Course. Please reference your instructor’s syllabus for more information.

COMM 6170 Week 11 Learning Outcomes

1. Understand the principles of public relations campaigns and strategies, including objectives, targets, tactics, and implementation.

2. Understand the elements of public relations campaigns and strategies, including objectives, targets, tactics, and implementation.

3. Develop a public relations campaign or strategy using the principles and elements learned in COMM 6170 Course.

COMM 6170 Week 11 Assessment & Grading

*This assessment is worth 270 points.

Assessment Instructions:

The purpose of this assessment is to evaluate your knowledge of public relations concepts and strategy. You will have an opportunity to demonstrate what you have learned by applying these concepts and strategies to a case study provided. The case study will present you with a scenario that involves a crisis management issue in the healthcare industry. Your task will be to develop a public relations plan for dealing with the crisis. This assessment must be completed individually.

COMM 6170 Week 11 Suggested Resources/Books

(If you find another resource/book that you like and want to use, please let us know.)

Required Textbook:

The Practice of Public Relations – 12th Edition (Paperback) by Fraser P. Seitel (Author), John L. Hill (Author)
ISBN-13: 978-0132721684
ISBN-10: 0132721687

Recommended Books:

Strategic Planning for Public Relations – 4th Edition by Ronald D. Smith (Author)
ISBN-13: 978-0844246895
ISBN-10: 0844246891

Crisis Communications: Lessons from September 11 – 1st Edition by Lawrence P. Rothfield (Author), W. Timothy Coombs (Author), Phillip J. Tompkins (Author)
ISBN-13: 978-0805846992
ISBN-10: 0805846995

COMM 6170 Week 11 Assignment (20 Questions)

– Georgia State University

COMM 6170 Week 11 Assignment (20 Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170) – Georgia State University

Question 1 of 20 5.0/ 5.0 Points

What type of communication is it when two or more people use language to interact with each other in order to achieve common understanding?

A. dyadic communication

B. transaction communication

C. dyadic transaction communication

D. relational communication

COMM 6170 Week 11 Assignment Question (20 Questions)

Name: Yuko Wilson

Date: November 26, 2020

1. Define the concept of “crisis.”
2. Describe how organizations can prepare for crises.
3. Explain how organizations should respond to crises.
4. Describe how organizations can recover from crises.
5. Explain the role of public relations in crisis management.
6. Discuss the advantages and disadvantages of using social media during a crisis.
7. Describe the steps involved in developing a crisis communication plan.
8. Explain the importance of having a crisis communication team in place before a crisis occurs.
9. Discuss the challenges involved in managing a crisis that is unfolding in real time online.
10. Explain why it is important for organizations to conduct a post-crisis analysis.
11. Discuss the ethical considerations involved in crisis communication.
12. Describe the types of crises that can occur within an organization.
13. Discuss the challenges involved in managing an internal crisis.
14. Explain the importance of transparency when communicating during a crisis.
15. Describe the types of crises that can occur at the organizational level.
16. Discuss the challenges involved in managing an external crisis.
17. Describe the different ways that stakeholders can be involved in crisis management.
18. Discuss the importance of having a clear and concise message when communicating during a crisis.
19. Explain the importance of monitoring and evaluating the effectiveness of crisis communication strategies.

COMM 6170 Week 11 Discussion 1 (20 Questions)

**Question**: In your own words, define the three types of publics. Give an example of each.

Publics are groups of people with a shared interest or common characteristic. There are three types of publics: primary, secondary, and tertiary.

A primary public is a group that is directly affected by an organization or its activities. For example, employees of a company are a primary public.

A secondary public is a group that is indirectly affected by an organization or its activities. For example, shareholders of a company are a secondary public.

Tertiary publics are those that have no direct or indirect connection to the organization but might be interested in it for some reason. For example, the general public would be a tertiary public for most companies.

COMM 6170 Week 11 DQ 1 (20 Questions)

How do advertising and public relations work together? Advertising agencies often use public relations in their advertising campaigns. For example, an ad might feature a celebrity endorsement of a product or service. A company may also hire a public relations firm to help create an advertising campaign that promotes its products or services.

COMM 6170 Week 11 Discussion 2 (20 Questions)

COMM 6170 Week 11 Discussion 2 (20 Questions) | Liberty University | Public Relations Concepts and Strategy* (3 semester credits)

Toggle menu Liberty University Online COMM 6170 Week 11 Discussion 2 (20 Questions) | Liberty University | Public Relations Concepts and Strategy* (3 semester credits)

COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits)

COMM 6170 Week 11 DQ 2 (20 Questions)

1. What is the role of public relations in an organization?

2. How can public relations be used to achieve organizational goals?

3. What are some common public relations activities?

4. What are some common public relations tools?

5. What are some common public relations strategies?

6. How can public relations be used to influence public opinion?

7. How can public relations be used to manage crisis situations?

8. What are some ethical considerations that should be taken into account when conducting public relations activities?

9. What are some legal considerations that should be taken into account when conducting public relations activities?

10. How can public relations be measured and evaluated?

COMM 6170 Week 11 Quiz (20 Questions)

**PR Campaign & Strategy Assignment**

Students will demonstrate their ability to apply knowledge of public relations concepts and theories to an effective public relations campaign. Students will analyze a public relations problem and recommend strategies that can be used to resolve the problem. Students will develop a public relations campaign strategy in the form of a written plan, using the strategic thinking process taught in COMM 6170 Course. Students will evaluate the effectiveness of their campaign by conducting research and analyzing data. Students will present their findings, conclusions, and recommendations in a professional-looking report.

COMM 6170 Course Objectives: At the end of COMM 6170 Course, students should be able to: 1) Analyze public relations problems; 2) Develop and recommend appropriate communication strategies; 3) Plan and implement an effective public relations campaign; 4) Evaluate the effectiveness of a public relations campaign; 5) Communicate effectively in writing; 6) Communicate effectively orally; 7) Understand and apply professional ethics; 8) Understand and appreciate diversity.

Competencies: At the end of COMM 6170 Course, students should be able to: 1) Analyze public relations problems; 2) Develop and recommend appropriate communication strategies; 3) Plan and implement an effective public relations campaign; 4) Evaluate the effectiveness of a public relations campaign; 5) Communicate effectively in writing; 6) Communicate effectively orally; 7) Understand and apply professional ethics; 8) Understand and appreciate diversity.

COMM 6170 Week 11 MCQ’s (20 Multiple Choice Questions)

1. ___________ are defined as the roles that a stakeholder plays with regard to a public relations campaign.
2. __________ is considered the first principle of public relations.
3. The ____________ is the process of planning, implementing, and evaluating coordinated, measurable, persuasive communication programs to achieve specific objectives regarding relationships between an organization and its publics.
4. A _________ is a document that outlines the strategies, tactics, timelines and budget for a public relations campaign.
5. A __________ is an activity or series of activities designed to inform and/or persuade key audiences about an issue or issue-related activity by using one or more communication channels.
6. When developing a public relations campaign it is important to consider all potential ___________ who may be affected by the campaign.
7. The _____________ defines all those people who have a stake in the success or failure of an organization’s efforts to achieve its goals.
8. The concept of mutuality assumes that both parties should benefit from the relationship and that there are no losers in the relationship between organizations and their publics. This concept is also known as ____________________ .
9. The ___________ perspective states that organizations must recognize that they operate in a complex social system and that they cannot control what happens in that system, but they can influence it.
10. The first step in any public relations planning process is to conduct a(n) ______________________ which involves gathering information about an organization’s internal and external environments in order to identify issues and opportunities facing the organization.
11. During the situational analysis stage of planning, organizations should take time to assess their _______________ which includes understanding how the organization is currently perceived by its various publics.
12. In order for an organization to be successful, it must first understand its purpose or ___________________ .
13. The second step in any public relations planning process is to develop ____________________ which are broad statements that guide an organization’s overall public relations activities and help it achieve its long-term goals.
14. Once objectives have been established, it is important for organizations to develop specific ___________________ which are measurable goals that need to be achieved in order for the objectives to be met.
15. During the implementation stage of planning, organizations need to develop a(n) ______________________ which outlines the strategies and tactics that will be used to achieve the objectives of a public relations campaign.
16. A(n) ______________________ is a detailed plan outlining the who, what, when, where, why and how of a particular public relations activity or series of activities.
17. A(n) ______________________ is an activity or series of activities designed to inform and/or persuade key audiences about an issue or issue-related activity by using one or more communication channels such as news releases, press conferences, newsletters or websites.
18. A(n) ______________________ is a type of evaluation that assesses whether or not a public relations campaign has achieved its objectives by measuring changes in knowledge, attitudes or behaviors among key audiences before and after the campaign has been implemented.
19. A(n) ______________________ is a type of evaluation that assesses whether or not individual tactics used during a public relations campaign were successful in achieving their goals by measuring changes in knowledge, attitudes or behaviors among key audiences before and after exposure to the tactic (such as news release, press conference, etc.).
20 .The main goal of any public relations evaluation should be to provide decision makers with information that can be used to improve future planning and implementation of public relations campaigns

COMM 6170 Week 12 Description

(1)

COMM 6170 Course examines the concepts and principles that underlie public relations practice, including theory, research and writing. Students will develop an understanding of various public relations practices and how they can be integrated into communication strategies.

COMM 6170 Week 12 Outline

The purpose of COMM 6170 Course is to provide students with a theoretical foundation in public relations and how it can be used as a strategic tool within organizations. Students will learn the basic principles of public relations and how to apply them in various organizational settings.

Week 12: Final Exam

This week, you will have the opportunity to take the final exam for the COMM 6170 Course. The final exam will cover all of the material that we have covered throughout the semester.

COMM 6170 Week 12 Objectives

*Indicates topics that may be covered by exams.

Outcomes Assessment Methods

Identify, analyze, and apply ethical theories to public relations campaigns and cases. Tests/Quizzes, Individual and Group Exercises, Written Assignments, Research Projects, Class Participation

Recognize the ethical issues involved in public relations campaigns and cases. Tests/Quizzes, Individual and Group Exercises, Written Assignments, Research Projects, Class Participation

COMM 6170 Week 12 Pre-requisites

*COMM 6170 Course is required for the degree and must be completed before taking COMM 6170 – Public Relations Concepts and Strategy.

Description of COMM 6170 Course:

Prerequisites for COMM 6170 – Public Relations Concepts and Strategy are:

•Master’s Degree in Communications or related field from an accredited institution.

•At least 18 hours of graduate COMM 6170 Coursework in communications, including at least 3 hours in public relations or related area.

•A minimum GPA of 3.0 on a 4.0 scale in all graduate COMM 6170 Coursework attempted.

COMM 6170 Week 12 Duration

COMM 6170 Course Length (Weeks): 12 Total Contact Hours: 120 Next Available Term: Fall 2016 Registration Date: March 28, 2016 Estimated Completion Date: June 30, 2017

* The “Total Contact Hours” for a COMM 6170 Course is an estimate of the total amount of time you should expect to spend on a COMM 6170 Course in a semester. It is possible that your actual time spent may be greater or less than the number of contact hours listed for the COMM 6170 Course.

COMM 6170 Week 12 Learning Outcomes

There are no required textbooks. However, there is a recommended textbook and several readings will be assigned throughout the COMM 6170 Course.

*Note: COMM 6170 Course learning outcomes change periodically. Students should consult with their professor/advisor to verify that COMM 6170 Course satisfies the requirements of their degree program.

COMM 6170 Week 12 Assessment & Grading

Assessment and Grading for COMM 6170 – Public Relations Concepts and Strategy (3 semester credits) The purpose of this assessment is to evaluate your understanding of the COMM 6170 Course concepts as well as your ability to apply those concepts in a practical way. You will be asked to choose a local non-profit or government agency and analyze their PR campaigns and strategies. Please note: If you are employed by a public relations agency, you cannot use your agency as the client for this assignment. While working on this assessment, you may want to refer back to the required readings for Week 12. Assessment Instructions For your final assessment in COMM 6170 Course, you will write an 8-10 page paper that analyzes the public relations activities of a local non-profit or government agency (non-profit must be IRS designated 501(c)(3) organization). You can find a list of 501(c)(3) agencies here: http://www.irs.gov/charities/article/0,,id=96136,00.html Your paper should include the following sections: 1. Introduction & Overview • Introduce your chosen non-profit or government agency and provide an overview of their mission and goals. • Discuss why you have chosen them for your analysis and what interest you have in their work. 2. Background • Provide some background information on the organization – when was it established? How has it changed over time? What are some major accomplishments or accomplishments that they are known for? Who are their main stakeholders? 3. Current Public Relations Activities • Describe the current public relations activities being used by the organization including all types of communication methods – traditional media, new media, internal communications, marketing communications, etc.). 4. Analysis of Campaigns • Choose one campaign or activity from each category below (at least two in total) for analysis: Advertising Publicity Promotions Event Management Employee Communications Community Relations Internal Communications Crisis Management Digital Media Fundraising Campaign Website Design Social Media 5. Recommendations & Conclusion • Based on your analysis above, make recommendations about what could be improved or strengthened within each campaign/activity category that you selected (this section should be at least 1 ½ – 2 pages). Be specific in your recommendations; don’t just say “the website needs more content” but rather “the website needs more images and videos to tell stories about our work” or “we need more blog posts about X topic” etc.) • Provide a brief conclusion with overall thoughts on how this organization could improve its communications efforts moving forward (1 paragraph). Grading Rubric All assessments will be graded using the grading rubric below which corresponds with COMM 6170 Course Learning Outcomes (CLOs) detailed in the syllabus: Content & Organization (40%) – Demonstrates mastery of key COMM 6170 Course concepts and ability to apply knowledge practically; clear thesis statement; clear organizational structure; logical flow between ideas; evidence supporting claims; demonstrates critical thinking skills through thoughtful application of relevant theories, models and frameworks; appropriate use of scholarly resources Writing Quality (30%) – Demonstrates mastery of written communication skills; clear language style; sentence structure is coherent & clear; grammar is accurate & consistent APA format / Citations / References (30%) – Properly formatted citations & references according to APA guidelines Overall Presentation / Professionalism – Includes cover page with name & student ID number & running head paginated throughout document accordingly *Note: This lesson includes an attached file

COMM 6170 Week 12 Suggested Resources/Books

COMM 6170 Course Description: COMM 6170 Course explores the role and functions of public relations in contemporary organizations. Students study the history, theories, practices, and ethical principles of public relations as applied to a variety of organizational settings. Students develop an understanding of the concepts and strategies used to plan, implement, and assess successful public relations campaigns. Prerequisites: COMM 6050 or instructor permission.

COMM 6170 Course Objectives: Upon completion of COMM 6170 Course, students should be able to do the following: 1. Understand the role and function of public relations in contemporary organizations. 2. Understand the history, theories, practices, and ethical principles of public relations as applied to a variety of organizational settings. 3. Develop an understanding of the concepts and strategies used to plan, implement, and assess successful public relations campaigns. 4. Understand how public relations campaigns are planned and executed in a variety of organizational settings including business, government, not-for-profit organizations, and associations. 5. Understand how public relations campaigns are evaluated for effectiveness. 6. Understand the ethical principles that guide public relations practitioners in their work.

Required Textbook: Cutlip, Scott M., Allen H. Center, and Glen M. Broom. Effective Public Relations . 11th ed., Prentice Hall: Upper Saddle River NJ (2013). ISBN-13: 978-0-13-295658-4 ISBN-10: 0-13-295658-7

COMM 6170 Week 12 Assignment (20 Questions)

This is a graded assignment. You will be asked 20 questions from the final exam. You must get at least 14 questions correct (70%) to pass COMM 6170 Course. Answer each question as directed below, and then click the Submit button when you are finished to submit your answers for grading. If you have not already taken the prerequisite for this class, please contact your instructor before beginning this assignment. Assignment Instructions Please answer each of the following 20 multiple-choice questions. The questions are taken directly from the final exam, which is given in Blackboard (under Test). Select only one answer for each question, and do not skip any questions, or your answers will be scored as incorrect even if they are right. Your score will be based on how many questions you answer correctly out of 20 possible correct answers, and that percentage will be used to calculate your grade for this class using the following scale: % of Questions Answered Correctly Grade 100% – 70% A 69% – 60% B 59% – 50% C 49% – 40% D 39% – 0% F Each question includes four possible choices (A, B, C or D). Read each question carefully and select only one choice for each question by clicking on its radio button ( ). If you change your mind about an answer after you have selected it, just click on a different choice; only the last selection that you make will count as your answer to that question. When you are sure that all of your answers are correct, click the Submit button at the bottom of the page to submit your answers for grading. Note: If you make a mistake when selecting an answer and then click on another choice as a correction, both answers will be marked as incorrect because both choices were clicked when clicking on one radio button always selects one option and deselects any other option that was previously selected (see above). Therefore, make sure that you do not click on more than one option for any question. In addition to answering each of the following 20 multiple-choice questions below by clicking on only one choice for each question: 1) Be sure that every single multiple-choice question is answered; no questions may be left unanswered! 2) Be sure that every single multiple-choice question is answered; no questions may be left unanswered! 3) Do not skip any questions! 4) Do not skip any questions! *You should have been required to take COMM 3170 (Prerequisite) before taking COMM 6170 Course unless you tested out of COMM 3170 through AP or CLEP credit or took a dual enrollment COMM 6170 Course (in high school) which meets all requirements of COMM 3170 at CSU or took an equivalent transfer COMM 6170 Course at another college/university which met all requirements of COMM 3170 at CSU.* Assignment 2 Grading Criteria Maximum Points Answered Each Question Correctly 14 points Total 14 points …

COMM 6170 Week 12 Assignment Question (20 Questions)

COMM 6170 – Public Relations Concepts and Strategy is a 3 semester credit hour COMM 6170 Course that examines the history, theory and practice of public relations. The COMM 6170 Course covers topics such as the definition and scope of public relations, the public relations process, research methods, planning and evaluation, communication strategies and tactics, media relations, issues management and crisis communication.

1. What is public relations?

2. What are the goals of public relations?

3. What is the difference between marketing and public relations?

4. What is the difference between advertising and public relations?

5. What are the elements of the public relations process?

6. What are some common research methods used in public relations?

7. What are some common communication strategies and tactics used in public relations?

8. What is media relations?

9. What is issues management?

10. What is crisis communication?

COMM 6170 Week 12 Discussion 1 (20 Questions)

https://homeworklance.com/downloads/com-6170-COMM 6170 Course-week-12-discussion-1-20-questions/

COMM 6170 COMM 6170 Week 12 Discussion 2 (20 Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170)

https://homeworklance.com/downloads/com-6170-COMM 6170 Course-week-12-discussion-2-20-questions/

*************************************************************************************************************

COMM 6180 COMM 6170 Course Project Part 3 of 3 (10 Pages) for COMM 6180 – International Public Relations* (3 semester credits) (COMM 6180)

https://homeworklance.com/downloads/com6180COMM 6170 Courseprojectpart3of3/

COMM 6170 Week 12 DQ 1 (20 Questions)

**COMM 6170 Course Format: 100% Online Asynchronous** **COMM 6170 Course Length: 8 Weeks** **COMM 6170 Course Instructor: Dr. Robert W. Chandler** COMM 6170 Course Description: COMM 6170 Course provides an overview of public relations as a distinct area of communication and as an evolving field of study. Students will examine the role of public relations in organizational strategy and examine the ethical responsibilities associated with public relations management and practice. Students will also explore the history and evolution of the field, as well as the legal and social issues that impact public relations management. COMM 6170 Course Learning Outcomes 1. Analyze the role of public relations in organizational strategy, including organizational identity, reputation, marketing strategies, strategic relationships, stakeholder engagement, crisis management, issue management, and employee communications. 2. Evaluate how ethical responsibilities associated with public relations management and practice are addressed through professional codes of ethics and standards of practice. 3. Examine how the history and evolution of the field have impacted current practices in public relations management, including research methods, professional credentials, accreditation programs, international issues in public relations management, technology issues impacting the profession, careers in public relations management, strategic alliances within organizations that employ public relations practitioners, as well as changes in communication technology that have impacted traditional practices in media relations. 4. Analyze legal and social issues that impact public relations management including privacy laws, freedom of information laws, copyright laws, libel laws; social responsibility issues; cultural sensitivity issues; diversity issues; global communication issues; gender-related issues; conflict resolution strategies for managing internal stakeholder relationships; First Amendment issues related to freedom of speech versus hate speech; newsroom diversity; fair reporting practices; conflict resolution strategies for managing external stakeholder relationships; admissibility of evidence at trial or hearing; trade secrets law; business torts relevant to defamation or invasion of privacy claims against organizations using false or misleading statements to injure another organization’s reputation or business interests (commercial disparagement); intellectual property law protection for trademarked names/logos used without permission by third parties to promote their own products/services (trademark infringement); trade secret law protection for confidential customer lists misappropriated by a former employee (trade secret misappropriation); defamation law related to publication on social media websites such as Facebook or Twitter that contain false statements about another person that tend to harm his/her reputation (defamation); invasion of privacy tort based on intrusion into seclusion arising out of monitoring another person’s computer usage activity (intrusion into seclusion); civil RICO claim against an organization engaging in mail fraud to defraud investors (mail fraud); antitrust law violation claim brought against a competitor who has engaged in predatory pricing designed to drive its competitors out of business (predatory pricing). 5. Compare/contrast traditional mass media channels versus emerging digital channels used by organizations to engage their stakeholders across multiple platforms including print publications such as magazines and newspapers versus digital publications such as blogs or online articles located on organization websites or online news portals versus online video content accessed through websites such as YouTube™ or Vimeo™ versus digital images downloaded from websites such as Pinterest® or Flickr® versus mobile applications used on smart phones such as Apple’s iPhone®, Google’s Android®, Microsoft’s Windows Phone®, BlackBerry®, Palm OS®, webOS®, Symbian OS®, BREW OS®, Bada OS®, Maemo OS®, MeeGo OS® versus e-mail messages versus text messages sent using short message service (SMS) technology via a mobile phone network provider such as AT&T Wireless®, Verizon Wireless®, Sprint Corporation®, T-Mobile US Inc., Boost Mobile LLC., MetroPCS Communications Inc., U.S. Cellular Corporation® versus instant messaging systems provided by companies such as AOL Instant Messenger™ (AIM), Yahoo! Messenger™ (YM), Google Talk™ (GTalk), Microsoft Messenger Service™/Windows Live Messenger™ (MSG), Skype ™versus microblogging services provided by companies such as Twitter ™versus social networking sites provided by companies such as Facebook ™versus discussion forums accessible through Internet websites run by various companies or Internet service providers (ISPs) such as Comcast Corporation ™versus blogs hosted on Internet websites run by various companies or ISPs versusthreaded discussion forums hosted on Internet websites run by various companies or ISPs versussocial bookmarking services provided by companies such as Delicious ©versus virtual worlds created by companies such as Second Life ©versus podcasts distributed over the Internet using Really Simple Syndication (RSS) feeds versussocial news services provided by companies such as Reddit ©versus virtual private networks (VPNs). 6. Develop a variety of written materials commonly used in public relations including press releases issued over the wire service distribution system provided by the Associated Press ®(AP)or United Press International ®(UPI), opinion editorials published in local newspapers nationwide, executive speeches delivered at company shareholder meetings held at locations around the globe simultaneously via satellite link-up technology broadcast over cable television networks operated by multinational corporations like CNN ©and MSNBC ©as well regional cable television networks like Fox News Channel ®and CNN Headline News ®and individual local cable television networks affiliated with each major city throughout America operat

COMM 6170 Week 12 Discussion 2 (20 Questions)

(COMM 6170 – Week 12 Discussion 2 – 20 Questions) (3 semester credits)

1. What do you think are the benefits and limitations of global brands? Please provide an example.

2. What do you think is the best way to measure the success of a global brand? Please explain.

3. How do you think global brands can overcome cultural barriers? Please provide an example.

4. Do you think global brands are more successful than local brands? Why or why not?

5. What do you think is the biggest challenge facing global brands today? Please explain.

6. How do you think global brands can create customer loyalty? Please provide an example.

7. What do you think is the best way to manage a global brand? Please explain.

8. Do you think global branding is a good idea for all companies? Why or why not?

9. What do you think are the benefits and limitations of social media marketing for global brands? Please provide an example.

10. How do you think global brands can use social media effectively? Please provide an example

COMM 6170 Week 12 DQ 2 (20 Questions)

Comm 6170 : Public Relations Concepts and Strategy – Liberty University

Comm 6170 : Public Relations Concepts and Strategy – Liberty University. Comm 6170. 3 semester hours; 3 credits …

COMM 6170 Week 12 DQ 1 (20 Questions) for COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170)

Comm 6170 : Public Relations Concepts and Strategy – Liberty University

Comm 6170 : Public Relations Concepts and Strategy – Liberty University. Comm 6170. 3 semester hours; 3 credits …

COMM 6170 Week 12 Quiz (20 Questions)

Question 1 0 / 2.5 points

The PRSA Code of Ethics contains four principles (advocacy, honesty, expertise, and independence) and 15 provisions that are meant to guide the PR professional’s decisions. Which of the following is NOT one of the four principles?

Honesty

Independence

Expertise

Advocacy

Question 2 2.5 / 2.5 points Which of the following best describes what it means to be “the responsible advocate”? Question 3 2.5 / 2.5 points As a public relations professional working in an agency, you have a strong personal interest in protecting your client against negative publicity related to environmental issues. You also have a strong belief in environmental protection and want to use your role as an advocate to help further this cause. What do you need to consider before you begin advocating for environmental protection? Question 4 0 / 2.5 points In which of the following situations would it be appropriate for a public relations professional to provide correct information about her employer’s plans that is not yet publicly known? Question 5 0 / 2.5 points A policy environment has changed in your favor and you can now increase your advocacy efforts on behalf of your client without negatively impacting your relationship with others whose interests may be opposed to those of your client (e.g., government officials, members of the media). What do you need to keep in mind as you develop and implement advocacy efforts on behalf of your client? Question 6 0 / 2.5 points Your client has asked you to prepare a background paper on a new issue they are considering using in their advocacy campaigns. You research the issue thoroughly and prepare the paper with extensive documentation and references, but when they read it they decide not to proceed with this issue as part of their advocacy campaign because they decide there is no real chance they can win or that their resources are better spent elsewhere. In this case: Question 7 0 / 2.5 points When developing and implementing advocacy strategies, public relations practitioners need to consider many different stakeholders who might be impacted by the actions taken on behalf of their clients (e.g., employees, shareholders, members, customers/clients). Which stakeholder(s) should be considered first when determining whether or not an issue warrants attention from an advocacy standpoint? Question 8 0 / 5 points A pharmaceutical company developing new drugs wants public relations counsel regarding issues management during clinical trials and regulatory approval procedures prior to commercialization – including interaction with FDA officials as well as outside independent researchers who will investigate its efficacy and safety prior to approval by government authorities such as the FDA. According to APCO’s White Paper on Pharmaceutical Industry Issues Management Practices (as presented in class), which TWO types of issues should this company consider managing: _____ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ _____ . Question 9 5 / 5 points Two examples given in class for when a “crisis could erupt at any time” are a consumer products company that sells toys that contain harmful chemicals or materials; or airline companies during times when air travel becomes unsafe due to terrorist threats or inclement weather conditions; or companies selling products made from genetically modified organisms during periods when food safety concerns rise among consumers (e.g., mad cow disease). List THREE other examples from class where “a crisis could erupt at any time” for companies operating under these circumstances: _____ ______ ______ ______ ______ ______ ______ ______ _________ _________ _____ . Question 10 5 / 5 points In considering what elements should go into an effective communication plan prepared by a public relations practitioner working on behalf of his/her employer (or client), identify THREE specific items that should be included based upon material presented in class: _____ ______ ______ ______ ______ ______ ______ ______ ______ ______ _ _ _ __ __ __ __ __ _ _ _ __ ___ ___ ___ ___ ___ ___ ___ ___ __ __ _ _ _ _ ____ ____ ____ ____ ____ ___ ___ ___ ___ _ _ __ __ __ __ __ __ _ _ _ Jones Manufacturing Co., which makes eyeglass frames for prescription glasses including designer frames under license from Oakley Inc., is currently being sued by Oakley over patent infringement claims involving some frame models being sold by Jones Manufacturing under its own brand name; Jones was given some notice by Oakley prior to filing suit but did not respond so Oakley went ahead with its lawsuit; Jones Manufacturing Co.’s product liability insurance policy does not cover patent infringement suits but does cover product liability claims arising out of faulty design or manufacture including false advertising claims; Jones Manufacturing’s lawyers say there is no merit to Oakley’s suit but have recommended going ahead with settling because “it would take five years or more” before it would come up for trial and during this period Oakley might be able “to put us out of business”; Jones Manufacturing has recently learned that another company is planning on introducing newFrame models similar-lookingthe ones being offered by Jones Manufacturing Co.;a competitorspecifically mentionsthe problems encounteringwithJones Manufacturing Co.’s originalFrame modelsin its press releaseannouncing its new productlaunchesinceJonesManufacturing has hadsomeproblemswith faulty componentsthat have ledto severalcustomersreturningthose particular modelsand askingfor refundsor replacements(i) What type(s)of crisiswould besubjectto eruptatanytimefor JonesManufacturingCo.?(ii) Using CrisisPreparednessDiagramfrom chapter10in textbookas guidanceidentifytwoelementswhichshould betakeninto accountwhen preparingcommunication planfor crisisarisingfrom pendinglawsuitfiledbyOakleyInc.(iii) Assumeyouhavebeenhiredby JonesManufacturingCo.(as independentconsultantor throughyour agency)topreparecommunicationsplanfor dealingwithcrisisarisingfrom lawsuitfiledbyOakleyInc.(iv) Identifyfourdifferentstakeholdersto beconsideredwhen preparingcommunicationsplanfor dealingwiththis crisis(v) Developspecificrecommendationsregardingtypesof messageand communicationchannelsto bedevelopedand usedinthe communicationsplanin order toprotectJonesManufacturingCo.’s reputationand brand(vi) Proposepotentialresponseswhichcouldbe takenin orderto preventproblemsoffaultycomponentsthat have ledto severalcustomersreturningthose particularmodelsand askingfor refundsor replacementsfrom recurringin futureQuestion11–15arebaseduponfollowingcase:A numberof non-profitorganizationsoperatinginthelocal areahave recently formedcoalitionto lobbylegislaturetoprovide additionalfundingfor improvemetnspublictransportation systemin regionTheseorganizationsrepresentnumberof differentconstituencieswho all relyon publictransportationtogettotheirworkplaceson daily basisand feelthat currentsystemis inadequateAs theseorganizationspreparedlobbyingeffortthey arrangedmeetingtodiscussmessagingstrategieswhichwill becomepartoftheirpublicrelationscampaignAt this meetingone representativeof theseorganizationspointedoutthatthesenon-profitorganizationshistoricallyhad competedagainsteachotherformembersdollarsand otherresourcesIn order tobuildcoalitionbetweenindividualagenciesgroupdecidedstopusing individuallogosontheirlobbyingmaterialsand insteaduse genericlogoof coalitionas primarybrandThis representativealso suggestedthattheseterms’publictransportation’ ‘mass transit’ ‘mass transit system’ ‘mass transit systems’ ‘public transportation system’ ‘public transportation systems’ were all interchangeabletermsand groupcouldchoose whichevertermthey feltwasmostapplicablewhentheydevelopedtheir messagingstrategiesfortheirlobbyingcampaignWhat advicewouldyougivethis groupof non-profitorganizationsregardingthis issueIdentifythreekeyreasonswhyshouldavoidinterchangeabletermsin messagingstrategiesthey developedfortheircampaign…

COMM 6170 Week 12 MCQ’s (20 Multiple Choice Questions)

*Comm 6170 – Public Relations Concepts and Strategy: Public relations has never been more important than it is today. The emergence of new technologies, the globalization of business, and the increasing complexity of social issues have made public relations a critical tool for organizations across all industries. In COMM 6170 Course, students will examine public relations concepts and strategies through readings, case studies, group discussion, individual research, and writing assignments. Students will learn about the history and evolution of public relations; the role of public relations in society; the relationship between public relations and other communication disciplines; how public relations is used to influence organizational stakeholders; and how public relations campaigns are planned, implemented, and evaluated.

COMM 6170 Week 13 Description

COMM 6170 Course explores the history and principles of public relations. Students examine how public relations functions within organizations and society. Students will develop an understanding of the role of research in public relations, learn how to measure the effectiveness of public relations campaigns, and explore public relations in a global context.

COMM 6170 Week 13 Outline

PR Concepts and Strategy: Week 13 Outline

I. COMM 6170 Course Description
COMM 6170 Course is designed to provide an overview of the field of public relations with a focus on the strategic planning process. Students will learn about the history, evolution, and current state of public relations as well as gain an understanding of the role of public relations in organizational communication. The COMM 6170 Course will also cover topics such as ethics, research, and writing within the field of public relations.

II. Learning Outcomes
Upon successful completion of COMM 6170 Course, students will be able to:

1. Understand the history, evolution, and current state of public relations.
2. Understand the role of public relations in organizational communication.
3. Understand the strategic planning process for public relations campaigns.
4. Understand ethical considerations in public relations.
5. Conduct research and write effectively within the field of public relations.

III. COMM 6170 Course Materials
Required Textbook: Grunig, JE & Hunt, T (2014). Managing Public Relations (10th ed.). New York, NY: Taylor & Francis Group. ISBN: 978-1-315-82155-4

Recommended Textbook: Wilcox, D., Ault, P., Agee WK (2014) Public Relations Writing and Media Techniques (7th ed). Upper Saddle River, NJ: Pearson Prentice Hall
ISBN: 0-13-289548-9

readings as assigned in the COMM 6170 Course syllabus

other materials as assigned by the instructor
IV. COMM 6170 Course Requirements
To successfully complete COMM 6170 Course, students must meet the following requirements:
• Complete all assigned readings and activities
• Participate in class discussions
• Complete all written assignments
• Take all exams

V. Grading Policy

A = 100 – 93%

A- = 92 – 90%

B+ = 89 – 87%

B = 86 – 83%

B- = 82 – 80%

C+ = 79 – 77%

C = 76 – 73%

C- = 72 – 70%

D+ = 69 – 67%

D = 66 – 63%

D- = 62 – 60%

F = 59% and below

COMM 6170 Week 13 Objectives

Week 13 of COMM 6170 (Public Relations Concepts and Strategy) focuses on public relations campaigns. Students will be able to apply the principles of campaign planning to create a comprehensive public relations campaign for a client. Students will also analyze case studies of effective public relations campaigns. Finally, students will create a public relations plan for a client that includes research, objectives, strategies, tactics, and an evaluation component.

COMM 6170 Week 13 Pre-requisites

COMM 6140 – Principles of Public Relations (3 semester credits)

COMM 6170 Course is a study of the principles and theory of public relations as a professional and academic discipline. COMM 6170 Course examines the history, development and current state of public relations as a field of study, and introduces students to the core theoretical frameworks that define the profession.

COMM 6141 – Organizational Communications (3 semester credits)

COMM 6170 Course provides an overview of various theories that can help practitioners understand organizational communication processes in light of recent technological advances and organizational changes. Through case studies and real-world examples, students will learn how to apply these theories to create more effective strategies for achieving organizational goals. In addition, students will explore how corporate culture influences the way organizations communicate with their internal and external stakeholders.

COMM 6142 – Strategic Communications Planning (3 semester credits)

Strategic communications planning is designed to help students understand how to design strategic plans that align with organizational goals. Students will be exposed to various approaches for analyzing stakeholder needs, crafting targeted messages, selecting appropriate communication channels and assessing plan effectiveness. Students will also have an opportunity to develop their own comprehensive strategic communications plan during COMM 6170 Course.

COMM 6170 Week 13 Duration

Instructor: Ed Frank, APR, Fellow PRSA | COMM 6170 Course Dates: June 24 – July 18, 2019

COMM 6170 Course applies public relations concepts and strategies to the field of public relations. Students analyze case studies and conduct research to apply and evaluate public relations tools and tactics in various organizational settings. Students also develop their professional identity by creating a portfolio that reflects their skills and knowledge in the field of public relations.

COMM 6170 Week 13 Learning Outcomes

1. Understand the basic principles of public relations and its role in organizational communications.
2. Understand the major public relations activities and strategies used by organizations.
3. Understand the role of research in public relations and how it can be used to guide strategy development.
4. Understand the different channels through which public relations can be delivered, including traditional and digital media.
5. Understand the ethical considerations involved in public relations and how to apply ethical reasoning to real-world situations.

COMM 6170 Week 13 Assessment & Grading

This assessment is designed to ensure that students who have completed COMM 6170 – Public Relations Concepts and Strategy* (3 semester credits) (COMM 6170) are able to meet the COMM 6170 Course learning objectives. The assessment for COMM 6170 Course is a combination of individual and group assignments.

The individual assignments include:
– A research paper on a public relations topic of the student’s choice
– An individual oral presentation on the research paper
– A written exam on the COMM 6170 Course material

The group assignment is a final group project in which students will develop and execute a public relations plan for a real or simulated organization. Each student will be responsible for a specific component of the project, as determined by the instructor. Students will be graded on their individual contributions to the project, as well as their participation in group discussions and activities.

COMM 6170 Week 13 Suggested Resources/Books

are as follows:

*Note: Books are suggested based on content and reviews. While a required textbook is not required for COMM 6170 Course, the suggested textbooks below will provide the student with the basic knowledge required for the COMM 6170 Course. For more information, please review the syllabus for your specific section to see if a textbook is required or recommended.

Recommended Textbook(s):

None Required

COMM 6170 Week 13 Assignment (20 Questions)

Instructor: Dr. Bessie House-Soremekun

COMM 6170 Course Description

COMM 6170 Course covers public relations concepts, strategies and tactics. Students will learn how to identify and analyze publics and develop public relations campaigns. Students will examine case studies to see how public relations has been used effectively in a variety of settings, including business, government, politics, healthcare, education, sports and entertainment. Students will also have an opportunity to apply what they learned through projects and activities that integrate research, writing, planning and critical thinking.

COMM 6170 Week 13 Assignment Question (20 Questions)

Instructions: The purpose of this assignment is to demonstrate your knowledge of and ability to apply the concepts learned in COMM 6170 Course. This assignment should be completed individually and you should not consult with others when completing it. When you are finished, upload a Word or PDF file of your responses to the “Week 13 Assignment” link in the Assignment dropbox. Include your name and student ID number in the document before uploading. Your instructor will provide feedback via the Grade Center in Blackboard Learn.

1. Define public relations and explain how it relates to marketing and advertising. (3-4 sentences)

2. What is a public? Explain how the concept of a public differs from that of a market or target audience. (3-4 sentences)

3. Explain how public relations can be used to achieve organizational goals. (3-4 sentences)

4. List and describe the four major functions of public relations. (8-10 sentences)

5. Explain what is meant by two-way symmetrical communication and why it is important in public relations. (3-4 sentences)

6. Describe the difference between persuasive and informative communication in public relations. (3-4 sentences)

7. What is meant by the term “stakeholder”? Why are stakeholders important to organizations? (3-4 sentences)

8. List and describe the five steps in the strategic planning process for public relations campaigns.(8-10 sentences)

9. What are some factors that should be considered when conducting a situation analysis? (8-10 sentences)

10. Explain what is meant by objectives in a public relations campaign and why they are important.(3-4 sentences)

COMM 6170 Week 13 Discussion 1 (20 Questions)

1. Identify and describe the three key factors that contribute to organizational communication climate. What role do these factors play in effective communication?

2. What are the six common features of successful public relations campaigns? Which feature do you think is most important? Why?

3. Describe the steps involved in conducting a stakeholder analysis. Why is this step important in developing an effective public relations strategy?

4. What are some of the common pitfalls associated with message development? How can these pitfalls be avoided?

5. What is the difference between persuasive and informative messages? When would you use each type of message?

6. How does audience analysis help public relations practitioners develop more effective messages?

7. What are some of the challenges associated with conducting audience research? How can these challenges be overcome?

8. Why is it important for public relations practitioners to understand how messages are processed by audiences? What are some of the factors that influence message processing?

9. What are some of the common barriers to effective communication? How can these barriers be overcome?

10. What are some of the different methods that can be used to evaluate public relations campaigns? Which method do you think is most important? Why?

COMM 6170 Week 13 DQ 1 (20 Questions)

In this discussion, you will identify the research design and techniques used in a public relations study. In your initial post, address the following:

1. Identify the research question or questions to be addressed in the study.

2. What is the purpose of the study? Is it exploratory, descriptive, or explanatory?

3. What is the research design for the study? For example, is it a case study, survey, field experiment, or focus group?

4. What are the data collection methods for the study? For example, will you be conducting interviews, focus groups, or administering a questionnaire?

5. How will you analyze the data collected in the study? For example, will you use content analysis or regression analysis?

6. What are the ethical considerations for conducting this research? For example, what are your obligations to participants and how will you protect their confidentiality?

COMM 6170 Week 13 Discussion 2 (20 Questions)

Question 1 – A reporter calls to ask you some questions about the upcoming budget release. You know the details of the budget, but you don’t want to release them yet. How do you respond?

There are a few ways to respond to this situation. One way would be to say that you are not authorized to speak on the matter and direct the reporter to someone who is. Another way would be to say that you cannot comment at this time but will be able to provide more information later. You could also provide the reporter with some general information about the budget without going into specifics.

COMM 6170 Week 13 DQ 2 (20 Questions)

at Liberty University.

What is the difference between a campaign and a program? Can you give examples of each? How do you determine whether to use one or the other in a situation? What are some things you need to take into consideration when developing a plan for an issue management program?

COMM 6170 Week 13 Quiz (20 Questions)

1. The key to success in public relations is creating the right mix of:

A. Communication channels
B. Tactics
C. Techniques
D. Strategies
E. All of the above

2. A public relations plan should contain all of the following EXCEPT:

A. Goals and objectives
B. Potential problems and issues that might arise during the planning process
C. Publics to be targeted by the plan
D. Evaluation procedures for measuring the success of the plan
E. Actions to be taken to achieve the goals and objectives of the plan

3. A situation analysis should include all of the following EXCEPT:

A. The current environment in which your organization operates, including an assessment of your organization’s strengths, weaknesses, opportunities, and threats (SWOT)
B. A description of your target audience, including demographics, psychographics, and media habits
C. An analysis of your organization’s relationships with its various publics
D. A review of your organization’s previous public relations activities
E. None of the above; a situation analysis should include all of the above

4. When creating a situation analysis, which is NOT an appropriate source of information?

A. Newsletters
B. Annual reports
C. Internal memos
D. Employee surveys
E. All of the above are appropriate sources of information when creating a situation analysis

5. An effective public relations program must be based on all of the following EXCEPT:
A communication objectives strategy that will guide all public relations activities
B an understanding of what you want to achieve with your communications efforts c a clear understanding of how you will measure whether or not you have been successful d careful consideration given to which tactics will best help you achieve your desired results e detailed consideration given to how much money you will need to carry out your communications efforts 6 Which step in developing an effective communication objectives strategy is NOT part of the Process for Developing SMART Objectives? a Define what you want to accomplish with your communications efforts (your goal) b Draft specific, measurable, achievable, realistic, and time-bound objectives (SMART objectives) that will help you accomplish your goal c Assign responsibility for each objective to specific individuals or departments within your organization d Determine how you will know if you have been successful in achieving each objective (your evaluation criteria) e Set a deadline for achieving each objective 7 Why is it important that communication objectives be specific? so they can be easily measured so they can be easily achieved so they are realistic so they are time-bound 8 Which statement about developing SMART objectives is true? Specific objectives are more likely to be achieved than general objectives Measurable objectives are more likely to be achieved than unmeasurable objectives Achievable objectives are more likely to be achieved than unattainable objectives Realistic objectives are more likely to be achieved than unrealistic objectives Time-bound objectives are more likely to be achieved than non-time-bound objectives 9 Why is it important that communication objectives have deadlines? so they can be easily measured so they can be easily achieved so they are realistic so they are time-bound 10 Which statement about developing SMART objectives is false? Specific objectives are more likely to be achieved than general objectives Measurable objectives are more likely to be achieved than unmeasurable objectives Achievable objectives are more likely to be achieved than unattainable objectives Realistic objectives are more likely to be achieved than unrealistic objectives Time-bound objectives are more likely to be achieved than non-time-bound objec 11 An important consideration in setting communication goals and objec 12 What is one way in which you can make sure your communication objec 13 Why is it important that communication goals and objec 14 What is one way in which you can make sure your communication objec 15 Why is it important for organizations to have long-term as well 16 What is one way in which you can make sure your communication objec 17 What should you do if you find that some of your communica 18 How often should you review and revise your communicati 19 Which step in developing an effective communication objec 20 Which step in developing an effective communication objec

COMM 6170 Week 13 MCQ’s (20 Multiple Choice Questions)

1. (TCO 7) A corporation’s in-house public relations department is its:

2. (TCO 4) In order to promote the understanding and support of an organization among its stakeholders, a _____________ approach is necessary.

3. (TCO 5) Which of the following is not a benefit that can be derived from conducting an issue management program?

4. (TCO 8) Evaluating whether each segment of the total publics has been effectively targeted for communication, including handling inquiries and complaints, is known as ___________ evaluation.

COMM 6170 Course Conclusion

(COMM 6170)

Public Relations Concepts and Strategy was an interesting COMM 6170 Course that taught me a lot about the field of public relations. I learned about the history of public relations, the different theories and models that are used in the field, and the different strategies that are used to communicate with different audiences. I also gained a better understanding of how to measure the success of public relations campaigns, and how to evaluate the effectiveness of different tactics. Overall, I found COMM 6170 Course to be very informative and helpful in understanding the field of public relations.

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COMM 6170 Course Introduction

COMM 6170 Course Description

Universities Offering the COMM 6170 Course

COMM 6170 Course Outline

COMM 6170 Course Objectives

COMM 6170 Course Pre-requisites

COMM 6170 Course Duration & Credits

COMM 6170 Course Learning Outcomes

COMM 6170 Course Assessment & Grading Criteria

COMM 6170 Course Fact Sheet

COMM 6170 Course Delivery Modes

COMM 6170 Course Faculty Qualifications

COMM 6170 Course Syllabus

Suggested COMM 6170 Course Resources/Books

COMM 6170 Course Practicum Journal

Suggested COMM 6170 Course Resources (Websites, Books, Journal Articles, etc.)

COMM 6170 Course Project Proposal

COMM 6170 Course Practicum

Related COMM 6170 Courses

Midterm Exam

Top 100 AI-Generated Questions

What Should Students Expect to Be Tested from COMM 6170 Course Midterm Exam

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Final Exam

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Week by Week COMM 6170 Course Overview

COMM 6170 Week 1 Description

COMM 6170 Week 1 Outline

COMM 6170 Week 1 Objectives

COMM 6170 Week 1 Pre-requisites

COMM 6170 Week 1 Duration

COMM 6170 Week 1 Learning Outcomes

COMM 6170 Week 1 Assessment & Grading

COMM 6170 Week 1 Suggested Resources/Books

COMM 6170 Week 1 Assignment (20 Questions)

COMM 6170 Week 1 Assignment Question (20 Questions)

COMM 6170 Week 1 Discussion 1 (20 Questions)

COMM 6170 Week 1 DQ 1 (20 Questions)

COMM 6170 Week 1 Discussion 2 (20 Questions)

COMM 6170 Week 1 DQ 2 (20 Questions)

COMM 6170 Week 1 Quiz (20 Questions)

COMM 6170 Week 1 MCQ’s (20 Multiple Choice Questions)

COMM 6170 Week 2 Description

COMM 6170 Week 2 Outline

COMM 6170 Week 2 Objectives

COMM 6170 Week 2 Pre-requisites

COMM 6170 Week 2 Duration

COMM 6170 Week 2 Learning Outcomes

COMM 6170 Week 2 Assessment & Grading

COMM 6170 Week 2 Suggested Resources/Books

COMM 6170 Week 2 Assignment (20 Questions)

COMM 6170 Week 2 Assignment Question (20 Questions)

COMM 6170 Week 2 Discussion 1 (20 Questions)

COMM 6170 Week 2 DQ 1 (20 Questions)

COMM 6170 Week 2 Discussion 2 (20 Questions)

COMM 6170 Week 2 DQ 2 (20 Questions)

COMM 6170 Week 2 Quiz (20 Questions)

COMM 6170 Week 2 MCQ’s (20 Multiple Choice Questions)

COMM 6170 Week 3 Description

COMM 6170 Week 3 Outline

COMM 6170 Week 3 Objectives

COMM 6170 Week 3 Pre-requisites

COMM 6170 Week 3 Duration

COMM 6170 Week 3 Learning Outcomes

COMM 6170 Week 3 Assessment & Grading

COMM 6170 Week 3 Suggested Resources/Books

COMM 6170 Week 3 Assignment (20 Questions)

COMM 6170 Week 3 Assignment Question (20 Questions)

COMM 6170 Week 3 Discussion 1 (20 Questions)

COMM 6170 Week 3 DQ 1 (20 Questions)

COMM 6170 Week 3 Discussion 2 (20 Questions)

COMM 6170 Week 3 DQ 2 (20 Questions)

COMM 6170 Week 3 Quiz (20 Questions)