This will represent your final project, one in which you assimilate the knowledge you have acquired throughout the semester. Your unique case analysis papers are minimum seven (7) pages and no more than eight (8) typed, double-spaced pages, plus a list of references done in APA style. Essential elements are (1) a quality of research, (2) in-depth critical analysis, (3) comparison with other cases and (3) effective writing and organization.
Your group must use at least 12 mainstream news sources to support your analysis. Links to the sources must be provided on a separate page of your analysis and also links must be posted in Dropbox. Be sure to use and cite the sources (APA) in your analysis and not just list them.
Please note, an effective analysis IS NOT a SUMMARY but rather, a CRITICAL EXAMINATION OF:
•the research strategies and methods applied
•the measurability of goals and objectives
•the identification of publics
•the adequacy of public relations strategies
•the application of tactics
•the approach to evaluation
PREPARING FOR THE CASE STUDY
Before you begin writing, follow these guidelines to help you prepare and understand the case study:
1. Read and examine the case thoroughly: Take notes, highlight relevant facts, underline key problems.
2. Focus your analysis:
• Identify two to five key problems
• Why do they exist?
• How do they impact the organization?
• Who is responsible for them?
3. Uncover possible solutions: Review course readings, discussions, outside research, your experience. Offer examples of others who faced similar circumstances (cite sources please).
4. Select the best solution: Consider strong supporting evidence, pros, and cons: is this solution realistic? Offer examples of others who faced similar circumstances (cite sources please).
5. Comparison and Contrast: You must compare and contrast the selected case with at least one other case NOT located in your text. Note that efforts to relate and integrate concepts you have learned in this and other public relations classes will be viewed favorably.
OUTLINING THE CASE
Once you have gathered the necessary information, a draft of your analysis should include these sections:
Introduction: include a brief introduction of the key issues/problems and a clear thesis statement that summarizes the outcome of your case.
Background: provide enough detail from your news articles that paints a clear picture of the case. Demonstrate that you have fully researched and understood the case.
Organizational Response: identify the strategies the organization used in its response, evaluate the response, discuss what other options and strategies that may have been chosen
Communication & Tactics: identify the communication and tactics used, evaluate the communication and tactics and discuss what other options may have been chosen and discuss why they are/aren't effective communication and tactics.
Learning Goals and Theories: discuss what concepts from public relations are highlighted in this case (utilize your book's appendix, but you are welcome one to cite information you have learned in previous or concurrent PR classes). Be sure to include theory and models of PR.