Public Relations Paper

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?

This section of the paper should be 2 pages and must use research from your course text and the library’s full-text databases.

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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
  • Nonprofit organization
  • Educational institution
  • Haute couture fashion designer
  • Local government or chamber of commerce
  • Hospitality outlet (hotel, restaurant, or casino)
  • Military-related or security firm
  • Religious book publisher
  • Cultural outlet (theater or museum)
  • Medical practice
  • Computer-related service firm
  • A local, small, for-profit business

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.

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.

Part 2 of the Individual Project should be 3 pages. Cite your resources.

Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5 pages, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8 to10 pages.

Click on Student Expectations to view the expectations for this assignment.

Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks, or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment.

Please submit your assignment as a Word document in APA format using the attached TEMPLATE.

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