Here are 2 components to this week's homework.
- Planning for a campaign involves setting goals, creating timetables, and developing budgets. The five E's of a successful campaign are education, engineering, enforcement, entitlement, and evaluation. Consider the American PR campaigns with which you are familiar: the campaigns to encourage people to quit smoking, use automobile seatbelts, and consume healthy foods. Each of these campaigns has been tried in another country or culture but failed. Select one of the campaigns listed and answer the following questions. Please write 1-paragraph for each question.
- Why did these campaigns fail? What elements of a successful PR campaign were missing?
- How could each campaign have been changed to be more culturally sensitive and relevant?
- What research or other information may be necessary to successfully transform a PR campaign from one culture to another?
- Next, PR practitioners have a responsibility in a crisis to give the rest of the management team insight and information. PR practitioners should also consider "nimbus" publics. These are publics that were not designated recipients of messages, activities, or products/services of the organization, but who nevertheless become activated by the crisis. Imagine you are a PR professional for an organization that has just experienced a crisis, such as Toyota's recall of cars because the accelerator pedals stuck or the Goldman Sachs and Merrill Lynch financial crises. Write a 1-2 page paper answering all of the below questions.
- Identify the organization and situation you are imagining.
- Describe who the stakeholders are in the organization.
- Explain in detail how you will show sensitivity to the needs of all stakeholders.
- Why is sensitivity to the needs of all stakeholders key?
For citation guidelines, please refer to the table in the APA Style section of Tools & Resources page.