Week 5 April 8 14

Instructions

Criteria for Case Study Report

Criteria

The case study report should consist of a 3-5 page assessment of the case. Your report should include at minimum 5 external sources (one can be your text). You must use proper APA formatting. The report should cover the five categories outlined below. Grades will be derived from how well you answer the questions below and how well you objectively analyze the case. In order to answer all of these questions thoroughly, you will have to do some outside research.

Categories for evaluating the cases:

1. Introduction/Theory What theoretical framework did you use to analyze this case (must pick at least one). Provide a short literature review of that theory (about 1 page). How does the four-step public relations process apply to this area of PR work? Address Below:

2. Research

Does the case give adequate background information about the organization itself? What was the major reason for conducting this program? Was the program proactive or reactive? Which audiences were targeted for communication? Should other audiences have also been targeted? How were research data about each audience obtained? Were the data as complete as necessary? Is there anything unusual about the research phase of this case? What are the research strengths and weaknesses of this case?

3. Objectives

Categorize this case’s objectives. Which are the impact objectives? Specify informational, attitudinal, or behavioral. Which are output objectives? Should they have been more quantitative? Were output objectives used when the ultimate goal was really impact? What is your overall assessment of the objectives used in this case?

4. Programming

Evaluate the theme (if any) used in this case. Is it short, catchy, memorable, to the point? What major message or messages are communicated in this case? Evaluate the central actions or special events in this case. Are they truly worthwhile and newsworthy? Are they “pseudoevents”? Evaluate the types of uncontrolled and controlled media that were used. Were any forms of communication omitted that should have been used? Was adequate use made of interpersonal communication? Discuss the use of such communication principles as source credibility, salient information, effective nonverbal and verbal cues, two-way communication, opinion leaders, group influence, selective exposure, and audience participation. How effectively were these principles used? Explain.

5. Evaluation

Was each of the case’s objectives separately evaluated? Describe the evaluative methods used. How appropriate and effective were these methods? Did the program achieve its stated objectives? Was there a real link between the case’s objectives and its evaluation?

6. Overall Judgments

As a whole, how effective was this public relations program? What are its major strengths? Major weaknesses? Explain. What are the major PR lessons or principles to be learned from this case? What, if anything, would you do differently if you were assigned a public relations problem like this one?

1. Rubrics accompany each discussion, so it is imperative to familiarize yourself with the rubric process and check it each time you complete a discussion.Whatever your feelings might be about PETA, its campaigns and tactics are sophisticated and effective. As organizational boundary spanners, public relations and communication professionals should be aware of how activist groups operate. One of PETA’s successful campaigns involved ending the use of elephants in the Ringling Bros. shows. This not only ended the use of elephants but ultimately led to the demise of the 146-year-old circus business. Go to PETA’s website and read “We Never Gave Up: PETA’s Triumph over Ringling Bros. (https://www.peta.org/features/ringling/). What strategies and tactics did PETA use to bring down this iconic show?