Part 1: Researching Ethics
Explain how journalistic ethics affects marketing public relations professionals.
Explain why building relationships with journalists is beneficial to marketers.
How does ethical behavior guide these relationships?
Part 2: Applying the Concepts
Media outlets are topic-driven. Content is based on the outlet's mission and target audiences. Being able to network with representatives of media outlets that meet the requirements of your business or client companies is an important part of the MPR process. Finding appropriate matches and working your contacts can mean quality PR placements.
Select 3 of the businesses below and associate them with the right media connectors. The business concepts are generic. You need to add more detail to the business scenario, but you may not attribute them to real companies.
- Educational games manufacturer
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- Haute couture fashion designer
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- Local government or chamber of commerce
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- Hospitality outlet (hotel, restaurant, or casino)
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- Military-related or security firm
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- Cultural outlet (theater or museum)
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- Computer-related service firm
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- A local, small, for-profit business
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If you wish to select different types of companies, e-mail your instructor by Thursday of the week to request approval for your proposed companies. Include information as to why the selection of the companies will advance you along your career path.
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For each of the 3 businesses, complete the following:
Describe the business.
Define its target audience.
Select 1 media or nonmedia connector that would be a good fit for the business. Provide your rationale for the choice (the media connectors must be real).
Provide an overview of a media-mention opportunity for the business.
To make the most out of this assignment, it is crucial to select different target audiences, connectors, and types of media opportunities. This can be accomplished by creating businesses with different attributes.