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COM227ModuleTwoShortPaperGuidelinesandRubric.pdf

COM 227 Module Two Short Paper Guidelines and Rubric

Overview: Based on the knowledge learned to date in the course, you will analyze a case study and apply professional ethical codes to a real-world public relations (PR) scenario. This paper also provides students with the opportunity to develop original recommendations, a common task of today’s PR professionals. Using the PR ethical codes as a guide, students will create counsel on how to handle PR situations ethically in the organization featured in the case study.

Prompt: After reviewing the Public Relations Society of America (PRSA) and International Association of Business Communicators (IABC) codes of ethics and the PRSA Professional Standards Advisory PS-15, outline the unethical actions of the company Paul Frank in the case study. How could the PR professionals involved counsel the organization to different actions before the initiative’s execution?

Case Study: Paul Frank and Native American Stereotypes: A Case of Misappropriation Paul Frank Industries (PFI), a privately held company based in the United States, held a media relations event in which Native American stereotypes were prominently featured. The images quickly spread on social media and the reaction quickly spread throughout the Native American community and beyond.

The following critical elements must be addressed:

I. Describe two unethical actions that occurred in the case study. II. For each unethical action you describe, create an appropriate recommendation for how PR professionals involved in the situation should have

counseled the organization to different actions before the media relation’s event occurred.

Support your responses and recommendations with research from the course readings and/or scholarly sources.

Guidelines for Submission: Submit assignment as a Word document with double spacing, 12-point Times New Roman font, and one-inch margins.

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Unethical Actions Meets “Proficient” criteria and supports description with research and significant detail

Describes unethical actions that occurred in the case study

Describes unethical actions that occurred in the case study, but the description is either inaccurate or lacks detail

Does not identify any unethical actions that occurred in the case study

40

Recommendations Meets “Proficient” criteria and justifies recommendation with supporting research

Creates an appropriate recommendation for the PR professionals in the case study to counsel the organization

Creates a recommendation for the PR professionals in the case study that is not appropriate and/or lacks detail

Does not create a recommendation for the PR professionals in the case study

40

Articulation of Response

Submission is free of errors related to citations, grammar, spelling, syntax and organization and is presented in an easy-to- read format

Submission had no major errors related to citations, grammar, spelling, syntax or organization

Submission has major errors related to citations, grammar, spelling, syntax or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax or organization that prevent understanding of ideas

20

Earned Total 100%

  • COM 227 Module Two Short Paper Guidelines and Rubric
    • The following critical elements must be addressed:

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