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Week 4 Assignment - Developing a Public Relations Plan, Part 1

Overview

Imagine that you are employed at one of the organizations mentioned in the text that has been involved in a scandal or crisis. Make sure to choose an organization that we have  not discussed in class.

Examples of organizations that you could choose to write about include the following:

· Michigan State University (MSU) faced claims in 2018 from more than 300 women and girls who were allegedly assaulted by MSU sports doctor Larry Nassar.

· Penn State University's $100 million-plus settlement involving the football coach Jerry Sandusky in a sexual abuse scandal that brought down famed football coach Joe Paterno.

· Planned Parenthood scrutinized by the media in 2015 when an anti-abortion group secretly filmed unsuspecting representatives talking about getting money for aborted fetal parts.

· The Humane Society of the United States' chief executive forced to step down in 2018 for alleged history of sexual misconduct.

· The Simpsons and the Apu Crisis (Brown Face Scandal).

· Theranos scandal and CEO Elizabeth Holmes.

· NPR and the firing of Garrison Keillor for sexual harassment.

· Rolling Stone magazine sued for defamation in 2016 in connection with a story about gang rape at the University of Virginia. 

· Facebook scandal involving Russian advertisements to influence the 2016 presidential campaign.

· Disney’s credibility questioned when it laid off 250 employees in 2015 and replaced them with lower-paid immigrants.

If you are not sure what organization to choose from, please send an e-mail to your instructor for clarification. 

Instructions-Write a 4–5 page paper in which you:

· State the name of the organization and describe its mission and purpose. Provide details about the company.

· Explain in detail the facts of the event that generated negative publicity, crisis, or scandal. Discuss why this situation would create negative publicity.

· Create the specific goals your campaign will try to achieve and justify why you chose these goals.

· Design and explain the steps you will take to achieve your goals.

· Discuss six of the ethical core values that a PR professional should employ in responding to the crisis (Chapter 6). Identify the internal and external stakeholders who will be affected by your actions.

· Compose an evaluation plan and explain how you will use it to assess the outcome of your campaign.

Additional Requirements

· Include a conclusion to summarize your points.

· Include in-text citations when presenting information from other sources. You should begin your search for sources in the Strayer Library.

· Use a minimum of three credible, relevant, and appropriate sources.

· Include a sources page at the end of your paper.

· Limit the use of quotes (no more than 10% of direct quotes in body of paper). Paraphrase content to demonstrate your understanding of the material.

· Include 7–8 headings to organize the paper by various sections or topics.

· You will use the following template to create Part 1 of your Public Relations Plan:  Public Relations Plan, Part 1 - TEMPLATE