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Your individual case analysis paper should be at least seven
pages (11 pt. Times New Roman, 1 inch margins on all sides,
1.5 line spacing, MLA format) and include the following
sections (use as page/section headings):
1. Title Page:Name, Case (chapter and pages), Class, Date (Do
not include the title page as one of your seven pages.)
2. Case Summary: In your own words, give a review of the
case and the outcome. What was the primary problem and what
opportunities did it present? Who were the key audiences and
what were their concerns? How did the company/organization
communicate? What were their key objectives and messages?
3. Company Summary: Mission, vision, history, markets,
employees, locations, strategic direction, key products/services.
Conduct a SWOT analysis. Include the chart as one of your
seven pages.
4. PR 8 Step Program Planning Steps: situation, objectives,
audiences and primary concerns, strategies, tactics,
calendar/timeline, budget (may need to estimate), evaluation.
5. Update the Case: Find at least three professional
articles (mass media, specialty publication, academic article,
etc.) that give an update on this particular case. Summarize the
main points in this section and include the articles in a
bibliography.
6. Critique the Case: How successful were the efforts of this
company? What were the short and long-term implications of
the case? As a public relations professional, what would you do
differently? How would you advise this company to be more
prepared in the future? Identify and discuss at least two
communication theories that were used or could have been used
to develop more effective strategies and outcomes.
7. Summary: What has been learned from this case that might
affect how a similar situation is handled in the future? Identify
at least three take-a-ways from this case that you could possibly
apply in the future.
8. Bibliography: Text, three professional articles, plus any
media coverage or comments you have cited. (Include this as
one of your seven pages.)
Items 2-7 are worth 10 points each. Numbers 1 and 8 are worth
5 points each. Depth of analysis is worth 10 points. (You can
use the checklists in the book to dig deeper into the case
analysis and/or use the questions at the end of the case as a
guide. You can also pull from other similar examples that may
inform your critique.) Spelling/grammar/clarity/format are
worth 10 points. Overall coherence, writing style and
presentation is worth 10 points.
AUTOMATIC POINT DEDUCTIONS:
Plagiarism = 0
Not uploaded to wiki = -10 for each day late
No printed copy turned in = 0
Garbled language (aka throwing anything on the page to meet
the page requirement): -20
Cursory attention to detail (1 instead of 3 articles, for example):
-5 per item
Narrative without headings: -10

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Your individual case analysis paper should be at least seven pages.docx

  • 1. Your individual case analysis paper should be at least seven pages (11 pt. Times New Roman, 1 inch margins on all sides, 1.5 line spacing, MLA format) and include the following sections (use as page/section headings): 1. Title Page:Name, Case (chapter and pages), Class, Date (Do not include the title page as one of your seven pages.) 2. Case Summary: In your own words, give a review of the case and the outcome. What was the primary problem and what opportunities did it present? Who were the key audiences and what were their concerns? How did the company/organization communicate? What were their key objectives and messages? 3. Company Summary: Mission, vision, history, markets, employees, locations, strategic direction, key products/services. Conduct a SWOT analysis. Include the chart as one of your seven pages. 4. PR 8 Step Program Planning Steps: situation, objectives, audiences and primary concerns, strategies, tactics, calendar/timeline, budget (may need to estimate), evaluation. 5. Update the Case: Find at least three professional articles (mass media, specialty publication, academic article, etc.) that give an update on this particular case. Summarize the main points in this section and include the articles in a bibliography. 6. Critique the Case: How successful were the efforts of this company? What were the short and long-term implications of the case? As a public relations professional, what would you do differently? How would you advise this company to be more prepared in the future? Identify and discuss at least two communication theories that were used or could have been used to develop more effective strategies and outcomes. 7. Summary: What has been learned from this case that might affect how a similar situation is handled in the future? Identify at least three take-a-ways from this case that you could possibly
  • 2. apply in the future. 8. Bibliography: Text, three professional articles, plus any media coverage or comments you have cited. (Include this as one of your seven pages.) Items 2-7 are worth 10 points each. Numbers 1 and 8 are worth 5 points each. Depth of analysis is worth 10 points. (You can use the checklists in the book to dig deeper into the case analysis and/or use the questions at the end of the case as a guide. You can also pull from other similar examples that may inform your critique.) Spelling/grammar/clarity/format are worth 10 points. Overall coherence, writing style and presentation is worth 10 points. AUTOMATIC POINT DEDUCTIONS: Plagiarism = 0 Not uploaded to wiki = -10 for each day late No printed copy turned in = 0 Garbled language (aka throwing anything on the page to meet the page requirement): -20 Cursory attention to detail (1 instead of 3 articles, for example): -5 per item Narrative without headings: -10