Analyzing PR in a current event

Step 1: Find a topic

You can choose almost any topic in the U.S. news, but it MUST be about a PR problem/opportunity impacting an organization or community. (It may be a good idea to run your idea by your instructor before you dive in.) Topic must have taken place after Jan. 1, 2022.

Because of the sheer volume of stories and commentary, the following current event types are NOT allowed for this assignment:

Plot lines, scenes or activities from any television show, movie, podcast or other form of entertainment (For example, don’t cover how viewers were angry by what happened on “The Bachelor.”)
Entertainers or other public figures dealing with pay issues sexual issues, harassment, defamation or privacy claims
Outcomes of sporting events
Actions or statements from politicians
Partisan issues and politics (Nothing Democrat versus Republicans; conservatives versus liberals)
Advance or speculative news about an event that will take place in the future (For example, don’t cover the proposed theme for the next MET Gala.)

Step 2: Research your topic with good sources.

Your source must be a credible U.S. news outlet. These include national news outlets such as CNN, Fox and USA Today; major metro papers, local news stations, etc.

Do not use or cite material from:

Blogs from individuals
PR agency websites or blogs
Sports media outlets
Student press
Credibility-challenged or highly partisan outlets such as news outlets such as BuzzFeed, InfoWars, WorldNetDaily, YourNewsWire, etc.
International news outlets (BBC America is OK)

News stories must have been published or aired after January 1, 2022.

Step 3: Prepare your written report.

Summarize the issue and briefly analyze public relations implications including:

News overview:

Provide the who, what, where, why, when and how of the story. Paraphrase this; do not cut and paste.
How have people responded (or not responded)?

Analysis of impact on the organization:

Be sure to address all sides of the issue – especially when various publics perceive things differently. For example, let’s say a group decides to boycott a store. Who are the people who are supporting the store and why are they doing it?

Look at sources other than the news story. For example, check out press statements, social media feedback, commentary from industry leaders, commentary in support of or against the key players, etc. Use and list a minimum of three.

Have there been similar cases in the past? Please explain the cases and how they were handled.
How does/did this story impact the key players?
Who are the other people who are impacted/can be impacted by this story?
How/why did this issue generate news?
What do you see happening in the future?

PR tie:

Topic applies to PR lessons from our studies. Note at least two ties. This can include:
Support your PR ties with relevant details from our lessons and story. (Explore this in depth.)

Your opinion:

What do you think about the key players’ handling of this news/issue? Back this up with facts and details from other sources that support your point of view.
What suggestions would you offer on things they could have done differently? (Every response has room for improvement.)
What would you suggest the key players do in the future?

Report formatting

Prepare a 4-page synopsis of about your news event and its public relations implication. Must be full pages. (Your cover page and reference list are not included in this page count.)
Include all the information noted above in the bullet points.
Your paper should use 12-point Times New Roman Font and one-inch margins.
Use APA style for your in-text citations and reference list.