Public Relations Expert

FINAL PAPER

PURPOSE:

This take-home final examination is a series of essay questions aimed at testing your understanding of key principles of public relations, and your ability to assess these principles in real-life situations. You will do this by studying the public relations function of one organization of your choosing. In answering these questions, use a variety of sources: textbooks, particularly our class textbook; class lectures and handouts; the readings and books on reserve in Bird Library and at Newhouse; and especially the required interviews with public relations practitioners and organizational executives; the Internet; the organization’s annual report, newsletters, brochures, website, blogs; etc.

WHEN IS THIS DUE?

No later than 5 p.m., Tuesday, May 10th, two paper copies submitted to Room 363 Newhouse II. Also submit to “TurnItin” before 5 p.m. No extensions can be granted; late papers will lose credit at the rate of 5 points FOR EVERY HOUR AFTER 5 p.m. The penalty period starts at 5:01! Be sure to read the class syllabus handout section on "Course Policies," for additional instructions.

WHAT LENGTH? WHAT FORMAT?

That is up to you. Quality is the important factor here, not quantity of pages. However, this must be a substantial effort in order to earn 120 points. It of course must be neatly typed, double-spaced. Some questions may be in short essay form, others might be answered in outline form, or even in charts. If you receive non-proprietary print materials from the organization (e.g., mission statements, organizational charts, job descriptions), feel free to include them at the end, in an Appendix. You can also submit screen grabs from the organization’s website. These inclusions in an Appendix will enhance your written analyses. Be sure to number each question.

At the end, it is required that you include a list of "Sources" that you used in gathering your data: books, articles, speeches, interviews, etc. Use APA Style and use it consistently for this section.

REQUIRED: When citing personal interviews in your list of Sources, be sure to give the full name, title, phone number or e-mail address of your interviewee(s), and the date of the interview(s).

It goes without saying that grammar, spelling and punctuation count. One-half point will be deducted for every error. Don't ruin a good grade by careless mistakes in grammar, spelling, and punctuation!

CONFIDENTIALITY/PROPRIETARY INFORMATION:

If your organization's sources express any concern about sharing certain information with you, be sure that you tell them that you understand. What information can they give? All information in these papers will be held in strictest confidence by the student and the instructor. Also, remember, in order to answer some of the questions, you must cast a critical eye on the organization, comparing the ideal of our class learning principles to the real of the organization you are studying. Develop your analysis in a way that is constructive. Be willing to share your final report with the organization if they ask for it.

QUESTIONS FOR FINAL PAPER

NOTE: YOU MUST ANSWER QUESTIONS #1, #2, AND #3.

THEN CHOOSE THREE FROM THE LIST OF OPTIONAL QUESTIONS, FOR A TOTAL OF SIX QUESTIONS. EACH QUESTION IS VALUED AT 20 POINTS; NOTE THAT SOME HAVE MULTIPLE PARTS. TOTAL VALUE: 120 POINTS, 30% OF FINAL GRADE.

QUESTION #1: (REQUIRED OF ALL STUDENTS)

Part One: In no more than two typewritten pages, describe your chosen organization, giving its purpose, size, major product/service, location(s), historical origins, any unique features, name of CEO, name of top public relations practitioner, any other pertinent or interesting facts about the organization. (If a mission statement is available to you, include it in the appendices.) (10 points)

Part Two: According to systems theory, would you classify your organization as an open system or a closed system? Your opinion is not enough; you must justify your classification, using the specific criteria for open/closed systems studied as one of the Theories this semester. (10 points)

QUESTION #2: (REQUIRED OF ALL STUDENTS)

Part One: Using systems theory, describe in as much detail as possible, the public relations function at this organization. Describe the role of the public relations practitioner(s). Would you describe them as falling within the role(s) of "technician" or "manager?" Justify your response. (10 points)

Part Two: Get to know your interviewee a bit: Educational background; how he/she got into public relations; previous positions; involvement in professional societies and/or community organizations. Then: Review the definition of, and criteria for, “dominant coalition.” Is the top practitioner a member of the dominant coalition? What specific evidence can you give to support your answer? Again, your opinion must be based on factual examples. (10 points)

QUESTION #3: (REQUIRED OF ALL STUDENTS)

Using Harlow’s FULL definition of public relations, create a checklist of each of the elements of that definition found in your organization. Give a concrete example of each element found. (Note: Harlow’s Definition can be found in a supplemental PowerPoint on “Defining Public Relations.”)

NOTE: If your organization does not match the Harlow definition, then how does it define "public relations?" Comment on that definition in comparison to the Harlow definition.

OPTIONAL QUESTIONS (CHOOSE ANY THREE)

Now that you have completed the required Questions 1, 2 and 3, choose three more from this group.

QUESTION #4:

Describe in detail the "boundary spanning role" of the practitioner(s) in your chosen organization. Give concrete examples, both internally and externally of how the practitioner interacts with subsystems internally and with the external environment. By playing this role, how does the public relations practitioner advance the mission of the organization? Be specific.

QUESTION #5:

Part One: Identify the key linkages (or publics) of this organization. Be as complete as possible. (A sample form of the Linkages model will be provided.) (10 points)

Part Two: From the full array of linkages you identified in Part One of this question, choose at least three. How does the public relations operation "build and maintain lines of communication" with these three publics? Give specific examples for each of the three publics you have chosen. (10 points)

QUESTION #6:

Read a variety of sources about the topic of “corporate social responsibility.” (Our textbook is one source.) Based on your readings and personal opinion, explain why it is important for organizations to be responsive to their publics. Give at least one detailed example of how your chosen organization performs its social responsibility function, and describe the role of the public relations person or department in helping that organization be socially responsible.

QUESTION #7:

James Grunig and Todd Hunt have created the four-model theory of public relations. Part One: Which of these four classic models most closely resembles that of your chosen organization? Justify your response by giving concrete examples. (10 points)

Part Two: In your opinion, is that the best model for that organization at this stage in its history/development? Justify your response. (10 points)

QUESTION #8: NOTE: Choose this question only if your organization has an employee relations or employee communications program!

Part One: Describe the organization's employee relations program.

Part Two: Where do the public relations and human resources departments work together?

Part Three: Describe a joint program and the role of both public relations and human resources in that program.

Part Four: Are there any areas where these two departments are the at odds? If so, describe. NOTE: Be sure to answer all parts of this question.

QUESTION #9: NOTE: Choose this question only if you have access to the CEO or the top administrator; no one else is acceptable.

Interview the CEO or highest administrator (e.g., in a not-for-profit, the title might be Executive Director) of your chosen organization. Part One: Ask how he/she defines the term "public relations." What are his/her expectations of the public relations practitioner(s) in that organization? (5 points)

Part Two: Then, in a separate discussion or interview, ask the top public relations practitioner to define "public relations." In the opinion of that practitioner, what is the role of public relations within the organization? (5 points)

Part Three: compare the answers. Are they the same? Different? What are the implications of this comparison for public relations at this organization? (10 points)

QUESTION #10:

Describe the organizational structure (hierarchy) of the public relations department. Be sure to indicate to whom the top public relations person reports. Then -- Part One: What positions are there within the department? What specific duties fall within each position? (If job descriptions are available, include them in the appendix.) (10 points)

Part Two: How are goals and objectives set within the department? (5 points)

Part Three: How is the overall public relations program evaluated? How are individuals within the department evaluated on their performance? (5 points)

QUESTION #11:

If applicable, compare the public relations function with the marketing and/or advertising functions of this organization. Answer each of the following: How are they similar? How are they different? Is one subservient to one or both of the others? In what areas do they work together? In what areas do they do battle?

(Do not choose this question if there is no marketing department or if PR is part of the marketing department! Do not choose this question if there is no advertising department or if PR is part of the advertising department!)

QUESTION #12:

After reviewing the pre-readings and class lecture on the topic of "public relations and social media," and/or outside sources on the topic, discuss how your organization's public relations department is using social media to engage its publics and to build relationships. Give specific examples, and if appropriate, suggest ways that the organization _could_ better utilize social media applications.

QUESTION #1

PART 1:

describe your chosen organization, giving its purpose, size, major product/service, location(s), historical origins, any unique features, name of CEO, name of top public relations practitioner, any other pertinent or interesting facts about the organization

Organization name: 3 D public relations and marketing

Type of organization: A PR and marketing firm

Approximate size of organization: 5 employees

History of organization: launched Jnauary 2012 4 years old

Name of CEO: Dina Rezvanipour

Name of top PR practitioner: Dina R

Is there anything interesting about the company or PR part of the company?: Alto of lifestyle clients. Day Breaker and its a morning dance party. A sober dance party and you start ur morning off dancing to really great music and coffee breakfast and snacks and its from 6am to 8am. Now gone global and in 15 states and 6 different countries.

PART 2:

According to systems theory, would you classify your organization as an open system or a closed system? Use terms below

Input: organizations receive info, energy, or matter from the environment

Throughput: organizations analyze this information, energy, or matter, and formulate solutions to respond to input

Output: organizations release information, energy, or matter into the environment to restore equilibrium

Feedback: organizations seek response from the environment to determine if the problem has been solved (equilibrium establish or re-established)

“Old” way closed:

-Focus on a single unit or organization without thinking about interpenetrating system

-Focus on organizing, motivating, controlling employees. Little or no attention to technology, political influences, social expectations

-No regard for impact of the product

“Today” open:

-Realization that subsystems affect one another and are affected by external systems

-holistic approach

-Mission oriented

-Seeks feedback

How much do you put emphasis on getting response from the public?: 100% its their primary goal

Do you look to get feedback and is it a large aspect to get feedback form the public?:

Or do you work more within your own company?: Yes very important

Question #2

PART 1:

Describe the role of the public relations practitioner(s). Would you describe them as falling within the role(s) of "technician" or "manager?" Justify your response.

Technician:

-Skill oriented

-Implements decisions of others

-No major decision making

-9/5 job

-Low end of salary spectrum

Manager:

-Mission-oriented

-Plans and manages programs

-Counsels top management

-Always on call

-Well compensated

Please describe your role as PR practitioner for the organization?: I work from wake up to go to sleep. 24 Hour job and you are never not working. and if your out to dinner with friends you have to go deal with it

What do you do on a daily basis?: Getting on calls with clients and going and meeting with editors and talking about clients. dealing with day to day tasks being on call with entire team and keeping everyone on top of their shit. And pitches to certain clients who feel neglected.

Do you define yourself as a technician or manager or both?: MANAGER

PART 2:

Get to know your interviewee a bit: Educational background; how he/she got into public relations; previous positions; involvement in professional societies and/or community organizations. Then: Review the definition of, and criteria for, “dominant coalition.” Is the top practitioner a member of the dominant coalition?

DOMINANT COALITION: While many various constituencies within an organization have a say in the running of an organization, some constituencies have more say than others. These groups are said to belong to the dominant coalition. Grunig theorizes that if the dominant coalition includes public relations issues in its deliberations, then public relations will play a prominent role for the organization. If not, then public relations will most likely be kept to the technical activities of writing, graphics, etc.

Where did you go to school?: USC

What did you study at school?: Communications Did you always want to be in PR/communications?: Entertainment and behind the scenes and make things happen.

Where did you work before this?: PR Firm in Los Angeles (Distinctive Assets)

How did you get to where you are now?: Her boss was a role model and a mentor and got to a point in his company where she was VP and she couldn't over take her mentor and it was time to for her to start her own company. He is very involved in her life and helps. Lash Sary

Based on the definition of dominant coalition would consider yourself part of the dominant coalition?: BASE OFF GLOSSARY

QUESTION #3:

Using Harlow’s FULL definition of public relations, create a checklist of each of the elements of that definition found in your organization. Give a concrete example of each element found.

Definition: “Public relations is the DISTINCTIVE management function which helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its publics”:

· involves the management of problems or issues

· helps management to keep informed on, and responsive to, public opinion

· defines and emphasize the responsibility of management to serve the public interest

· helps management keep abreast of, and effectively utilize change, serving as an early warning system to help anticipate trends

· and uses research and sound and ethical communication as its principle tools”

If an issue/ problem occurs how do you manage it?: Figure out the problem, come up with a solution and try to take a minute and regroup and focus on the problem and come up with a solution.

Do you value the public opinion?: Dont care when it comes to me personally only my clients and employees.

Do you inform management of the public’s opinion?: Have to because at the end of the day i would rather them hear it from me then the internet somewhere

Do you set plans in terms of social responsibility? Any plans to help the people of the community?: Yes. A non profit 5 years generation philanthropy and a big aspect of what the team works on. Balance out the good of the community as well as day to day jobs. Many good contacts with creating successful philanthropy events. and grounds you and brings you back to reality.

Is it a part of your job to identify change and then use change to anticipate different trends and strategies in terms of PR plans?: Yes 100%

How do you use research a principle tool?: Data Base Cision. It is a catalog of editors and producers and bloggers and their contact information and everything they focus on.

QUESTION #4

Describe in detail the "boundary spanning role" of the practitioner(s) in your chosen organization. Give concrete examples, both internally and externally of how the practitioner interacts with subsystems internally and with the external environment. By playing this role, how does the public relations practitioner advance the mission of the organization?

The boundary spanner stands at the edge of the organization, serving as a liaison between, and among, various subsystems, and between the organization and external systems.

-PR

-Marketing

-Human Resources

-Technology

-etc.

Are there multiple subsystems within the communications department (PR, Marketing, Advertising)?: life coach, psychologist. You do so much for your clients and your helping them how they present themselves, marketing, interpersonal relationships because you don't want them to have a bad rep. Constantly worrying about “your children (clients).”

Which subsystem would you fall in?: ALL

Do you work with the other systems within the company?: yes marketing advertising and public relations

If so, how do you communicate with them?: different teams in each department helps me keep organized and efficient.

QUESTION #5

James Grunig and Todd Hunt have created the four-model theory of public relations. Which of these four classic models most closely resembles that of your chosen organization? Justify your response by giving concrete examples.

Which model would you say your organization most closely resembles?: Never envision her company being a big company. Never wanted to be a bitchy boss or allowing them to treat each other with respect. Different model. Most important thing is we all respect one each other. Titles mean nothing. Everyone has equal say. We work as a team on everything. Not number of clients but quality of clients. Bringing on clients that are good clients and liking the people behind the brand. Easy to promote people you like.

Why?:

QUESTION #6

Describe the organizational structure (hierarchy) of the public relations department. Be sure to indicate to whom the top public relations person reports. What positions are there within the department? What specific duties fall within each position? (If job descriptions are available, include them in the appendix.)

How are goals and objectives set within the department?

How is the overall public relations program evaluated? How are individuals within the department evaluated on their performance?

What is the structure of your department?: No hierarchy.

Who do you report to?: no one

What positions are available within the communications department?: Account exec. Account coordinator. COO. Executive Assistant. CEO. Depends on skill set and background but COORDINATOR.

What are the responsibilities of each position?:

Account Exec: Handles majority of clients. Pitches them and constant communication and brings in new clients.

Account Coordinator: closely with exec and the exec right hand man as siting with accounts and schedules all of the meeting with editors and coming to the editors meeting with you.

COO: All finances and clients finances

Exec: making sure CEO is at where she needs to be. Secretary; sending emails

How are projects assigned? Depends on how big the project. An event or launch party ALL HANDS ON DECK. Press outreach on the clients. Best fit for the client

How are goals and objectives set?: Case by case and we sit with client and talk with them and have a mutually meeting and being totally transparent and honest.

How is your performance evaluated?:

internally: ceo does reviews individually every 6 months and quality of hits for each client and hitting the clients expectations and being as transparent as possible. give them low expectations. Bring the focus on the goals and make them realistic. Simple and sweet.

A GLOSSARY OF TERMS USED IN THE PRL 206 FINAL PAPER

You'll note that in the Questions on the previous pages, several terms are underlined throughout the questions. These are public relations terms we have used, or will use, during this course; you, of course, should be familiar with them and be able to explain them in layman's language to your interviewee(s) who may not be aware of the actual term even though they may be carrying it out. Here's a convenient checklist of many of them:

MISSION STATEMENT: A collection of words expressing the purpose of an organization, why it exists, and what it is trying to achieve. Usually developed by a cross-section of employees, from all levels within the organization, and shared throughout as a way to keep everyone focused. (Can usually be found in the annual report, or sometimes mounted on the wall in the lobby or on employees’ business cards.)

OPEN SYSTEM/CLOSED SYSTEM: Terms used by systems theorists to describe organizations and their approach to their environments.

(Refer to comparison list presented earlier in class lecture on “Theory”.)

DOMINANT COALITION: While many various constituencies within an organization have a say in the running of an organization, some constituencies have more say than others. These groups are said to belong to the dominant coalition. Grunig theorizes that if the dominant coalition includes public relations issues in its deliberations, then public relations will play a prominent role for the organization. If not, then public relations will most likely be kept to the technical activities of writing, graphics, etc.

HARLOW'S DEFINITION: Surely it's ingrained now in your brain, but, if not, refer back to the class lecture on “Defining Public Relations”.

BOUNDARY SPANNING ROLE: Systems theorists propose that public relations is a function of management that serves as a liaison between the various internal subsystems of the organization and also between the organization and the various external publics.

The public relations person is said to have "one foot inside the organization, and one foot outside,” facilitating the flow of information to and from management. (This was part of the lecture on “Theory”.)

LINKAGES: Grunig theorizes that each organization is linked to other organizations in two ways: when the organization has consequences on the organizations; and when other organizations have consequences on the organization. Grunig has developed a model for classifying these linkages, and it is a helpful way for public relations practitioners to identify the key groups with whom it must communicate in order to help their organizations maintain equilibrium between themselves and other organizations. (See attached chart, will be included in an upcoming lecture on March 18.)

SOCIALLY RESPONSIBLE: This is a term common in corporate circles. In the words of Spike Lee, it basically means "Do the right thing." A major responsibility of the public relations practitioner is to remind managers of the importance of being socially responsible and to suggest ways in which to earn a reputation for social responsibility.

FOUR-MODEL THEORY: We used this theory during the semester to examine how public relations evolved, and to chart how public relations is most commonly practiced. Remember that some organizations employ all four-models; that basically no one model is "better" than another, but it is up to the public relations professional to know which of the models is best for the organization at that time in its existence.

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