Question 1= Public Relations At Work.  Please respond to the following: 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. 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 Week 1 eActivity 1 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. Week 1 eActivity 2 Research on the Internet a celebrity who has generated negative publicity in recent years for his/her sponsoring company. Be prepared to discuss. Week 1 eActivity 3 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.  QUESTION 2 Professors Marstons four step model is spot as it pertains to public relations. For a company to understand the publics they are trying to sway they must know them and to know them they research them to understand the wants and desires of each public both internal and external. Then the public relations department can implement the plan or action to try and bring the best opinion possible to the company from those publics. this could be a very big job because sometimes people do stupid things that could shed a bad light on the company and its the duty of the public relations to change that mind set. Then comes the communication part of the model this is what allows the publics to make an informed decision of the information given. This also allows the businesses to receive feed back and allowed to adjust policies or procedures to bring society around to its way of thinking. Lastly evaluation this step allows both the publics to look past all the talk to see that what they are being told is in fact the truth or not and it allows the company or business to see whether their public relations plan is effective or not. Lets look at Lance Armstrong, This is a man that won 7 Tour de'France races and was sponsored by everyone in the sports world and honestly who wouldn't want to be connected with him since he was so honest and wholesome? Oh but then it comes out that Mr. Armstrong took drugs to help him get and st.

1. Question 1=
Public Relations At Work. Please respond to the following:
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.
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
Week 1 eActivity 1
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.
Week 1 eActivity 2
Research on the Internet a celebrity who has generated negative
publicity in recent years for his/her sponsoring company. Be
prepared to discuss.
Week 1 eActivity 3
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.
QUESTION 2
Professors Marstons four step model is spot as it pertains to
public relations. For a company to understand the publics they

2. are trying to sway they must know them and to know them they
research them to understand the wants and desires of each
public both internal and external. Then the public relations
department can implement the plan or action to try and bring the
best opinion possible to the company from those publics. this
could be a very big job because sometimes people do stupid
things that could shed a bad light on the company and its the
duty of the public relations to change that mind set. Then comes
the communication part of the model this is what allows the
publics to make an informed decision of the information given.
This also allows the businesses to receive feed back and
allowed to adjust policies or procedures to bring society around
to its way of thinking. Lastly evaluation this step allows both
the publics to look past all the talk to see that what they are
being told is in fact the truth or not and it allows the company
or business to see whether their public relations plan is
effective or not.
Lets look at Lance Armstrong, This is a man that won 7 Tour
de'France races and was sponsored by everyone in the sports
world and honestly who wouldn't want to be connected with him
since he was so honest and wholesome? Oh but then it comes
out that Mr. Armstrong took drugs to help him get and stay on
top. Wow what a down fall for him, everyone who was anyone
ran for the hills. Why you ask, public opinion of course. How
would it look if a company sponsored a druggie? And even
Lances publisit could not save him although they tried using the
fact that these drugs were suppose to be safe and clean only to
help him maintain his energy. Public opinion fell fast for him as
did the opinion of all his sponsors and even his own foundation
found themselves putting distance between them and Lance.
However since the media of this has died down and he is no
longer allowed to compete and was stripped of his medals, he
has been able to recover and continue his Live Armstrong
foundation and has gotten some sponsors back. It appears that if
one is doing good for others and public relations department can
help one recover from a bad error in judgment, to some degree.

3. QUESTION 3=
The History of Public Relations. Please respond to the
following:
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.
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.
The growth of large institutions
Heightened public awareness and media sophistication
Increasing incidence of societal change, conflict, and
confrontation
Growing power of globalization
Dominance of the Internet and growth of social media
Question 4=
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.
One celebrity that focuses on providing honest and accurate
information to the public is former Secretary of State, Hilary
Clinton. Regardless of how they are perceived, politicians are
supposed to always be honest and up forth to the public with the
truth, just as Ivy Ledbetter believed. Hilary Clinton was
recently involved in a mix up regarding the use of her personal
email for business. So far, she has been successful in following
Lee’s formula by being upfront with the public throughout the

4. investigation by being cooperative and providing what is asked
of her.
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.
The growth of large institutions
Heightened public awareness and media sophistication
Increasing incidence of societal change, conflict, and
confrontation
Growing power of globalization
Dominance of the Internet and growth of social media
Two factors that contributed to the development of public
relations as we know it today are the growing power of
globalization, and heightened public awareness and media
sophistication. Globalization has connected the world through
global media and has contributed immensely in swaying the
global public opinion, as seen by the spread of democracy
globally. The same can be said for public awareness today. With
the sophistication of media and technology today, the public is
easier than ever to reach. With mass communications including,
television, the Internet, Facebook, and Twitter, public opinion
is an easy target to sway. The contribution of this great tool of
communication makes us all aware of world events in real time,
which is a huge influence.