instructions in word doc

Prior to beginning work on this assignment, review Chapters 9 and 12 in your textbook, read PR News

Case Studies

 (Links to an external site.)
, Today’s Top Stories on

PR Newswire

 (Links to an external site.)

The Biggest PR Disasters of 2020

 (Links to an external site.)

For the final paper, you will be evaluating the public relations  practices of an organization based on all of the chapters in the text and required resources in this course.

Develop a paper that answers the following items based on an organization of your choice. You may pick any organization as long as your choice has information available to address the following:

· Analyze how the organization uses public relations to create a brand and influence public opinion.

· Assess the messaging in this organizations press releases or internal communications.

· Compare a news article about an event involving this organization with an official press release on the same event.

· How does messaging differ from external news on key issues? How is it similar?

· Assess how the selected organization is adapting to the social media sites and other venues in the 21st century.

· Examine this organizations use of social media to communicate with its audience.

· Evaluate how this organization addresses public opinion on social media.

· Summarize how you think public opinion on social media influences their decisions.

· Analyze this organization’s communication style with special publics such as employees, management, and the media.

· Determine what communication channel(s) you would use to communicate with stakeholders, employees, management, and the media on behalf of this organization (use social media, email, employee meeting, etc.). Why?

· Analyze a crisis that the organization has faced or is facing and how it was or is being handled by the organization.

· Discuss the decision-making process of the organization when addressing the issue.

· Summarize the company’s communication models used when addressing the crisis.

· Analyze the long-range and short-range public relations plans around this crisis.

· Compare and contrast the public relations campaigns of your organization and another organization. If your organization is for-profit, select a nonprofit organization for your comparison organization, and if your organization is nonprofit, select a for-profit.

· As it relates to the organization you selected, compare the different communication needs for an audience/stakeholders in government, corporate/business, and nonprofit organizations.

· What is the approach in their messages and where is their focus?

The Public Relations Practices final paper

· Must be eight double-spaced pages in length (not including title and references pages) and formatted according to

APA Style

 (Links to an external site.)
as outlined in the Writing Center’s

APA Formatting for Microsoft Word

 (Links to an external site.)


· Must include a separate title page with the following:

· Title of paper in bold font

· Space should appear between the title and the rest of the information on the title page.

· Student’s name

· Name of institution (The University of Arizona Global Campus)

· Course name and number

· Instructor’s name

· Due date

· Must utilize academic voice. See the

Academic Voice

 (Links to an external site.)
resource for additional guidance.

· Must include an introduction and conclusion paragraph. Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.

· For assistance on writing

Introductions & Conclusions

 (Links to an external site.)

Writing a Thesis Statement

 (Links to an external site.)
, refer to the Writing Center resources.

· Must use at least six scholarly, peer-reviewed, credible sources in addition to the course text.

· The

Scholarly, Peer-Reviewed, and Other Credible Sources

 (Links to an external site.)
table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source.

· To assist you in completing the research required for this assignment, view

Quick and Easy Library Research

 (Links to an external site.)
tutorial, which introduces the University of Arizona Global Campus Library and the research process, and provides some library search tips.

· Must document any information used from sources in APA Style as outlined in the Writing Center’s

APA: Citing Within Your Paper

 (Links to an external site.)


· Must include a separate references page that is formatted according to APA Style as outlined in the Writing Center. See the

APA: Formatting Your References List

 (Links to an external site.)
resource in the Writing Center for specifications.

Carefully review the 
Grading Rubric (Links to an external site.)
 for the criteria that will be used to evaluate your assignment.

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