Public Relations:

Question 1:
1st e- Activity – Research on the Internet a recent public relations campaign that was undertaken to address a corporate scandal or misbehavior by a government official or celebrity, and study what part ethics played in the campaign, whether positively or negatively. Be prepared to discuss.

Communications professor John Marston proposed a four-step model of the process through which public relations can influence public opinion. These steps include research, action, communication, and evaluation. Explain in detail how Marston’s four-step approach can be used to shape public opinion on the story you researched for the first e-Activity.

Question 2:

2nd e- Activity – Research on the Internet a celebrity who has generated negative publicity in recent years for his/her sponsoring company. Be prepared to discuss.

Businesses choose celebrities to endorse their products for a variety of reasons. Unfortunately, some of these celebrities act in ways that generate a lot of negative publicity for themselves and, by extension, for the sponsors who pay them. In the case of the celebrity you researched in the second e-Activity, explain in detail what actions you would take in this situation and why you would take them.

Question 3:
3rd e-Activity – Research on the Internet a company or celebrity which/who was either successful or unsuccessful in following Ivy Ledbetter Lee’s formula for public relations: focus on providing honest and accurate information to the public. Be prepared to discuss.
Ivy Ledbetter Lee believed public relations should focus on providing honest and accurate information to the public. Using the company or celebrity you researched for the third e-Activity, list and explain in detail at least two factors that contributed to why you think the company or celebrity was successful or unsuccessful in following Lee’s formula.
Question 4:
• Public relations came of age due to five general factors in our society. Choose one of these factors (listed below) and explain in detail how it contributed to the development of public relations as we know it today.

o   The growth of large institutions
o   Heightened public awareness and media sophistication
o   Increasing incidence of societal change, conflict, and confrontation
o   Growing power of globalization
o   Dominance of the Internet and growth of social media

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