MKT 438 Future Our Mission

MKT 438 Entire Course
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MKT 438 Week 1 Individual Assignment Defining Public Relation
Paper (2 Papers)
MKT 438 Week 1 DQ 1
MKT 438 Week 1 DQ 2
MKT 438 Week 1 DQ 3
MKT 438 Week 2 Individual Assignment Public Relations Case
Study (BP) (2 Papers)
MKT 438 Week 2 Team Assignment Part I Public Relations
Campaign (Delta Airlines)
MKT 438 Week 2 DQ 1
MKT 438 Week 2 DQ 2
MKT 438 Week 2 DQ 3
MKT 438 Week 3 Individual Assignment Organizational and Societal
Functions of Public Relations Paper (2 Papers)
MKT 438 Week 3 Team Assignment Part II Public Relations
Campaign Resources (Delta Airlines)
MKT 438 Week 3 DQ 1
MKT 438 Week 3 DQ 2
MKT 438 Week 3 DQ 3
MKT 438 Week 4 Individual Assignment Effective Communication
Case Study Analysis
MKT 438 Week 4 Individual Assignment Public Relation Case Study
( McDonalds) (2 Papers)
MKT 438 Week 4 DQ 1
MKT 438 Week 4 DQ 2
MKT 438 Week 4 DQ 3
MKT 438 Week 5 Individual Assignment Managing a Crisis Using
PR Simulation Summary
MKT 438 Week 5 Team Assignment Final Public Relations
Campaign (Delta Airlines)
MKT 438 Week 5 Final Exam
MKT 438 Week 5 DQ 1
MKT 438 Week 5 DQ 2
MKT 438 Week 5 DQ 3
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MKT 438 Final Exam Guide

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Complete the Final Examination.
1. The objective of public relations is to sell:
2. The R-A-C-E approach to defining public relations includes
the following components:
3. The job of public relations professional is very much that of
an interpreter, where he interprets:
4. Which of the following trends contributed to the evolution of
public relations in the United States?
5. Public relations goals must be defined by:
6. Morale at the company was low after a series of severe
firings. Ive got just the thing to get morale back up again, said
Darren, the firms public relations director. Well start an employee
television program. We start filming tomorrow. What vital public
relations step did Darren overlook?
7. A public relations professional isnt really communicating
unless someone at the other end ___________the communication.
be used in a marketing plan to help to:
9. One key to maintaining positive media relationships is to
emphasize __________ in all communication.
10. Publicity differs from advertising in the following way:
11. An organizations public image is determined by:
12. Generally speaking, when should research be used in the
public relations process?
13. Evaluation of public relations depends on several things,
including:
14. In the inverted pyramid:
15. It is important for public relations professionals to establish a
good working relationship with the media because:
16. The most frequent target of public relations professionals is:
17. Integrated marketing:
18. Risk communication is based on the position that
19. In a crisis, the best firms:
20. Skillful crisis managers:
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MKT 438 Week 1 DQ 1

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Should a company be concerned with public opinion? Why or
why not?
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MKT 438 Week 1 DQ 2

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Which PR communication tool do you feel is the most effective?
Why?
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MKT 438 Week 1 DQ 3

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What role does PR play in your organization? Explain your
answer.
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MKT 438 Week 1 Individual Assignment Defining Public

Relation Paper (2 Papers)

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This Tutorial contains 2 Papers
Resources: University Library, Internet
Write a 700- to 1,050-word paper in which you define PR. Include
in
your paper:
Explain your personal definition of PR and definitions from three
different sources, such as the Public Relations Society of
America, textbooks, and so forth.
Compare and contrast these definitions in your paper.
Explain why you think there are so many different definitions of
PR.
Prepare to discuss this assignment in class.
Format your paper consistent with APA guidelines.
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MKT 438 Week 1 The Role of Public Relations

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MKT 438 Week 1 The Role of Public Relations
Select a company, business, or non-profit organization and provide an
example about how public relations (PR) principles apply.
Write a 700- to 1,050-word paper in which you examine the
following:
The multiple definitions of Public Relations.
The connection between PR and the promotional aspect of the

marketing mix (advertising, publicity, public relations)?
How are they similar and how are they different?
How might PR be more important during a crisis situation for an

organization?
Include two outside references as well as citations with your paper.
Click the Assignment Files tab to submit your assignment.
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MKT 438 Week 2 DQ 1

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What are some positive and negative aspects of publicity?
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MKT 438 Week 2 DQ 2

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At what stage of the PR campaign should evaluation occur? Explain
your answer. What are three types of evaluation techniques used in
PR? What are examples of each?
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MKT 438 Week 2 DQ 3

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How would PR research impact a PR team? Give an example.
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MKT 438 Week 2 Individual Assignment Public Relations

Case Study (BP) (2 Papers)

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After reading the case study: BPs Loose Lips Sink Credibility Ship
(Chapter 1), please answer the following questions in a Word
document.
How would you assess BPs response to the Gulf of Mexico oil spill?
(Answer should be 90 to 175 words in length)
How could BP have prevented the damage done by its CEO
spokesperson? (Answer should be 90 to 175 words in length.
Had you been advising (CEO Anthony) Hayward, what would you
have suggested he say in response to the questions he was asked?
Provide at least 3 specific examples (Answer will need to be 260 to
350 words in length).
Format your answers consistent with APA guidelines.
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MKT 438 Week 2 Internal Public Relations

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MKT 438 Week 2 Internal Public Relations
Resource: The Practice of Public Relations, Ch. 11
Read the Sony Shoots the Messenger Case Study on page 242 in
The Practice of Public Relations, Ch. 11.
Answer the three questions at the end of the chapter located on page
243.
Write a 1,050- to 1,400-word paper in which you describe how the
case was handled and provide recommended improvements for your
client (Sony).
Include three outside references as well as citations with your paper.
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MKT 438 Week 2 Team Assignment Part I Public

Relations Campaign (Delta Airlines)

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Part I: Public Relations Campaign MKT 438 WEEK 2
Resources: The Practice of Public Relations textbook, University
Library, Internet.
Select a PR scenario from the following list:
An organization wants to position itself as a leader in embracing
diversity in the workplace
An organization is experiencing security issues associated with
operating on the Internet
An organization is moving one of its manufacturing facilities to
another country to maximize labor cost reductions
An organization wants to create awareness of its efforts in
sustainability, recycling and reusability.
Select an industry that operates in your selected scenario.
A home health care provider
A regional airline
A manufacturer or auto parts and components
A non-profit organization focused on youth and young adults
Select an actual company/organization in the chosen industry. This
company/organization will be the basis for your PR
Campaign. Attain your instructors approval before starting this
project.
Prepare a 700- to 1,050-word detailed outline of your campaign
addressing the following:
Identify the selected organizations internal and external PR issues
based on your selected scenario.
Identify the target publics for the PR Campaign and identify the
interest each has in the scenario.
Develop a market research plan to support your PR Campaign
strategy development.
Analyze how the PR Campaign will be integrated into the overall
marketing strategies of the organization.
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MKT 438 Week 3 DQ 1

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What PR tools are critical in building long-term relationships an
organization's publics? What are the advantages and disadvantages of
these tools?
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MKT 438 Week 3 DQ 2

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

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How critical is the internal communications process in PR? Explain.
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MKT 438 Week 3 How Organizations Proactively
Approach and Respond to Social
Responsibility/Sustainability
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MKT 438 Week 3 How Organizations Proactively Approach and
Respond to Social Responsibility/Sustainability
Select an organization that has a known interest in social
responsibility and/or sustainability.
Write a 1,050- to 1,400-word paper that addresses the following
questions:
Why did you select this organization?
Why do you think this organization is socially responsible and/or

interested in sustainability?
How does the organization actively demonstrate these principles?
What public relations efforts are in place to help promote

organizational efforts toward social responsibility/sustainability?
Use specific examples from the organizations websites,
advertisements, or social media to illustrate your points.
Include two references with your paper.
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MKT 438 Week 3 Individual Assignment Organizational
and Societal Functions of Public Relations Paper (2
Papers)

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is Tutorial contains 2 Papers
MKT 438 WEEK 3 Organizational and Societal Functions of Public
Relations Paper
Resources: The Practice of Public Relations textbook, University
Library, Internet
Select an organization with which you are familiar, and identify an
issue within that organization that would have both organizational
(internal) and societal (external) implications.
Part I: Prepare a 7- to 10-slide PowerPoint presentation in which the
following is addressed:
Explain the organizational and societal functions of PR.
Compare and contrast the organizational and societal implications in
the issue you have chosen.
Use speaker notes section of PowerPoint slides to add discussion.
Part II: Write a 525- to 700-word paper that answers the following
question:
For the organization and the issue you have chosen, explain how
Public Relations should address both the organizational and societal
audiences and what public relations tools can be used to do so.
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MKT 438 Week 3 Phase 1: Public Relations Campaign for

a New Product or Service

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MKT 438 Week 3 Phase 1: Public Relations Campaign for a New
Product or Service
Note: This Learning Team assignment has two components. You will
be completing the first part in Week 3 and the second part in Week 4.
Your public relations firm has been selected to develop a promotional
campaign for an industry that is launching a new product (or service).
Write a 700- to 1,050-word paper that includes the following:
A description of the product or service for which you will be

developing a promotional campaign
The intended audience(s) for the product or service.
Characteristics that make your product/service unique.
Ideas about how to showcase the best qualities of your

product/service to your intended audience.
Media sources (channels) and other external promotional materials

that you can employ to best reach your audience(s).
Promotional opportunities for this product/service within your
clients company.
Research that you conduct to ensure that your initial approach is on

target, including an explanation as to why you selected this particular
approach.
Two or three clearly stated objectives/goals for your campaign.

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MKT 438 Week 3 Team Assignment Part II Public

Relations Campaign Resources (Delta Airlines)

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MKT 438 WEEK 3 Part II: Public Relations
Campaign Resources: The Practice of Public Relations, textbook,
University Library, Internet
Write a 700- to 1,050-word paper in which you recommend strategies
to build media relations and generate publicity for the organization
selected in Learning Team Meeting One. Address the following in
your Strategy Paper:
List objectives for the Public Relations Campaign.
Identify the risks in the strategy and discuss what the Public Relations
team can do to minimize them.
Write a media release and create a media distribution list for the
media release.
Develop a tactical plan utilizing at least five of the following public
relations tools and identify which tool(s) will be used to communicate
to which publics and why. This section can be submitted as a chart
within the paper.
Event planning
Open house
Press conference
Community event
Sponsorship
Corporate newsletterinternal or external
Direct mail
Internet or intranet
Promotional items
Promotionssweepstakes
Spokesperson
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MKT 438 Week 4 Approach to Crisis Management:

Defending an Organizations Reputation

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MKT 438 Week 4 Approach to Crisis Management: Defending an
Organizations Reputation
Resource: The Practice of Public Relations, Ch. 3, Ch. 5, Ch. 6, Ch.
13, and Ch. 17
Select one of the following case studies to read and do research on
from The Practice of Public Relations:
Race Relations with that Soy Latte? (page 59)
Uber Success Brings PR Problems (page 102)
Ethical Hammer Falls on Daddy Huxtable (page 124)
Up Your Bucket for a Wonderful Cause (page 287)
The Rise and Fall of Queen Martha (page 371)

Write a 700- to 1,050-word paper and respond to the questions at the
end of your selected case study to form the basis for your response.
What went well regarding the PR response to the situation?
What might you have recommended to improve the response?
Cite PR concepts from your text, ERRs, or other sources to support

the points you are making.
Include two references with your paper.
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MKT 438 Week 4 DQ 1

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Why is it important to integrate anticipated crisis responses in an
organization's proactive PR planning?
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MKT 438 Week 4 DQ 2

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What potential effects can a crisis have on an organization? Explain
your answer.
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MKT 438 Week 4 DQ 3

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Read the case on the Exxon Valdex. What do you see as the top PR
problems from this case and what would you do differently if you
were in the PR department?
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MKT 438 Week 4 Individual Assignment Effective

Communication Case Study Analysis

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Resource: The Practice of Public Relations
Select one of the following case studies located in The Practice of
Public Relations or a case study assigned or approved by faculty:
The Tylenol Murders, Ch. 2
Exxon Corporations Bad Good Friday, Ch. 5
The Katrina Kalamity, Ch. 13
Wendys Fingers a Hoaxer, Ch. 19
Write a 1,050- to 1,400-word case study analysis in which
youevaluate the effectiveness of communication between an
organization and its publics.
Evaluate the effectiveness of the communication between the
organization and its intended public(s) in the case study, including
the following:
Identify the different publics involved in the case study.
Differentiate between the internal and external publics involved.
What impact did the communications have on the intended
public(s)? Could the message have been communicated more
effectively? How?
Identify the different PR communication tools and techniques
that were used to inform, influence, and motivate the public(s) in
the case. Evaluate the benefits and risks of using these tools.
What other tools would you have used?
If this crisis were to occur today, how would new technologies,
such as the Internet, affect this case? Because of the recent
globalization of markets, would the outcome of this case be
different if the events occurred today?
Format your analysis consistent with APA guidelines.
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MKT 438 Week 4 Individual Assignment Public Relation

Case Study ( McDonalds) (2 Papers)

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MKT 438 Week 4 Individual Assignment Public Relation Case Study
( McDonalds) (2 Papers)
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MKT 438 Week 4 The Tactical Plan for the Public

Relations Campaign: Presentation

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MKT 438 Week 4 The Tactical Plan for the Public Relations
Campaign: Presentation
Develop an 8- to 10-slide presentation (Microsoft PowerPoint or
Prezi) with speaker notes that outlines the tactical elements of your
campaign using all of the information that you researched for your
paper.
Format your presentation consistent with APA guidelines.
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MKT 438 Week 5 DQ 1

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How has technology impacted the dissemination of information to
global publics?
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MKT 438 Week 5 DQ 2

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How can the power of PR influence and change your point of view? Is
this ethical?
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MKT 438 Week 5 DQ 3

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How has globalization, technology, and diversity affected PR in the
past five years?
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MKT 438 Week 5 Individual Assignment Managing a

Crisis Using PR Simulation Summary

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MKT 438 WEEK 5 Managing a Crisis Simulation
Resources: Managing a Crisis Using Public Relations simulation
Complete the simulation.
Write a 1,050- to 1,400-word summary answering the following
questions:
What does proactive planning mean?
What feedback mechanism should public relations develop in this
situation?
What is an ineffectual way of deploying this plan? Provide two
examples of what not to do in this situation.
When is a proactive crisis management plan needed? And why?
When does public relations utilize reactive crisis management? What
role does public relations play in reactive crisis management?
Format your summary consistent with APA guidelines.
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MKT 438 Week 5 Role and Impact of Social Media in PR

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MKT 438 Week 5 Role and Impact of Social Media in PR
Resource: The Practice of Public Relations, Ch. 10
Review the Case Dont Mess with the Queen of Social Media on
page 221 in The Practice of Public Relations, Ch. 10, and use the
questions at the end of the chapter as a basis of your discussion.
Describe what PR recommendations you would have for Taylor Swift
if you were her Public Relations Consultant.
Incorporate the principles of PR that you have learned to date.
Develop a 700- to 1,050-word recommendation as part of your
response.
Use two outside references to support your points.
Format your paper consistent with APA guidelines
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MKT 438 Week 5 Team Assignment Final Public

Relations Campaign (Delta Airlines)

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Resources: The Practice of Public Relations, textbook, University
Library, Internet
Part I: Write a 700- to 1,050-word paper that will include the
following elements in your Public Relations Campaign:
An analysis of the relationship between the Public Relations
Campaign and marketing within the integrated marketing
communications program of the organization
A crisis management planIdentify a potential crisis related to the
public relations campaign and outline a plan to address the crisis.
Include a proactive plan and a plan if it is necessary to react to a
crisis.
An analysis of the impact of technology and globalization on the
implementation of the plan.
A discussion of legal and ethical implications of the campaign.
Integrate Week 2 and Week 4 papers into your campaign proposal.
Part II: Prepare a poster board presentation illustrating the strategy
and tactics of your Public Relations Campaign. Poster boards will be
displayed in class and teams will talk with class associates and invited
guests about their campaign.
Online students may use padlet.com, storyboard.com or
movenote.com to prepare and present the presentation.
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MKT 438 Entire Course

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MKT 438 Final Exam Guide

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MKT 438 Week 1 DQ 1

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MKT 438 Week 1 DQ 2

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MKT 438 Week 1 DQ 3

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MKT 438 Week 1 Individual Assignment Defining Public

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MKT 438 Week 1 The Role of Public Relations

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The multiple definitions of Public Relations.

The connection between PR and the promotional aspect of the

How might PR be more important during a crisis situation for an

MKT 438 Week 2 DQ 1

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MKT 438 Week 2 DQ 2

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MKT 438 Week 2 DQ 3

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MKT 438 Week 2 Individual Assignment Public Relations

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MKT 438 Week 2 Internal Public Relations

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MKT 438 Week 2 Team Assignment Part I Public

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MKT 438 Week 3 DQ 1

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MKT 438 Week 3 DQ 2

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MKT 438 Week 3 DQ 3

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Why did you select this organization?

Why do you think this organization is socially responsible and/or

How does the organization actively demonstrate these principles?

What public relations efforts are in place to help promote

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MKT 438 Week 3 Phase 1: Public Relations Campaign for

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A description of the product or service for which you will be

The intended audience(s) for the product or service.

Characteristics that make your product/service unique.

Ideas about how to showcase the best qualities of your

Media sources (channels) and other external promotional materials

Research that you conduct to ensure that your initial approach is on

Two or three clearly stated objectives/goals for your campaign.

MKT 438 Week 3 Team Assignment Part II Public

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MKT 438 Week 4 Approach to Crisis Management:

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Race Relations with that Soy Latte? (page 59)

Uber Success Brings PR Problems (page 102)

Ethical Hammer Falls on Daddy Huxtable (page 124)

Up Your Bucket for a Wonderful Cause (page 287)

The Rise and Fall of Queen Martha (page 371)

What went well regarding the PR response to the situation?

What might you have recommended to improve the response?

Cite PR concepts from your text, ERRs, or other sources to support

MKT 438 Week 4 DQ 1

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